ptg7913109 Praise for Marketing in the Round “Dietrich and Livingston have given us a practical guide and checklist for organiza- tions to tear down the organizational silos that stand in the way of getting success- ful marketing results in a networked media age.” —Beth Kanter, coauthor of Networked Nonprofit “Dietrich and Livingston’s latest book, Marketing in the Round, provides readers with an inspiring view into the pragmatic science of seventeenth-century Japanese martial combat and its keen relevance to the reinvigorated practice of ‘Integrated Marketing Communications’ (IMC). The authors teach new empathetic and ubiquitous campaign strategies that bring IMC well into the twenty-first century. Comprehensive social and traditional media strategies are delivered ‘in the round,’ providing practitioners with credible and meaningful tactics, unrestricted by con- ventional limits of reach and frequency.” —Mark Meudt, vice president of communications and marketing for General Dynamics; author of “Supporting Uncle Sam: Ideas for a Unique Integrated Communications Strategy,” Northwestern University, Medill School, Journal of Integrated Marketing Communications, 2011 ptg7913109 “I’ve been following Gini and Geoff for years, and they are the real deal! In this book, the authors offer an actionable, no-nonsense approach to what it will take on every level to actually communicate and connect with your stakeholders. If you have the stomach for breaking down budget silos, holding yourself accountable to measurable objectives, and embracing a commonsense approach to communica- tion, you’ll be the big winners for it.” —Leo Bottary, vice president public affairs, Vistage International; adjunct profes- sor, Seton Hall University, Master of Arts in strategic communication and leader- ship (MASCL) program “Round up the troops and knock down the silos! Gini Dietrich and Geoff Livingston deliver a practical playbook for leaders who want to solve the challenges and unleash the value of integrated marketing communications to drive bottom- line results.” —Scott Farrell, president, Global Corporate Communications This page intentionally left blank ptg7913109 MARKETING IN THE ROUND H o w to Develop an Integrated Marketing Campaign in the Digital Era ptg7913109 8 0 0 East 96th Street, Indianapolis, Indiana 46240 U S A Marketing in the Round Editor-in-Chief Copyright © 2012 by Gini Dietrich and Geoff Livingston Greg Wiegand All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechani- Sr. Acquisitions Editor cal, photocopying, recording, or otherwise, without written permis- Katherine Bull sion from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precau- Development Editor tion has been taken in the preparation of this book, the publisher and Jennifer Stevens author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the informa- Managing Editor tion contained herein. Kristy Hart ISBN-13: 978-07897-4917-8 Project Editor ISBN-10: 0-7897-4917-3 Betsy Harris Library of Congress Cataloging-in-Publication Data Dietrich, Gini. Copy Editor Marketing in the round : how to develop an integrated marketing Cheri Clark campaign in the digital era / Gini Dietrich, Geoff Livingston. Senior Indexer p. cm. Cheryl Lenser Includes index. ISBN 978-0-7897-4917-8 Proofreader Paula Lowell 1. Marketing. 2. Internet marketing. 3. Social media. 4. Mass ptg7913109 media--Technological innovations. I. Livingston, Geoff. II. Title. Technical Editors HF5415.D4882 2012 Anna Barcelos 658.8’72--dc23 Steve Hall 2012006846 Publishing Coordinators Printed in the United States of America First Printing: April 2012 Cindy Teeters Trademarks Romny French All terms mentioned in this book that are known to be trademarks Book Designer or service marks have been appropriately capitalized. Que Publishing Anne Jones cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark Senior Compositor or service mark. Gloria Schurick Warning and Disclaimer Que Biz-Tech Every effort has been made to make this book as complete and as Editorial Board accurate as possible, but no warranty or fitness is implied. The infor- mation provided is on an “as is” basis. The authors and the publisher Michael Brito shall have neither liability nor responsibility to any person or entity Jason Falls with respect to any loss or damages arising from the information con- Rebecca Lieb tained in this book or from the use of the programs accompanying it. Simon Salt Bulk Sales Peter Shankman Que Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales 1-800-382-3419 [email protected] For sales outside of the U.S., please contact International Sales [email protected] CONTENTS AT A GLANCE Introduction xv I Understand the Marketing Round and Develop Your Strategy 1 Marketing in the Round .....................................................................................................1 2 Know All the Tools ..............................................................................................................21 3 Understand Stakeholders and the Competitive Landscape ...............45 II Four Marketing Round Approaches 4 Marketing: Tools, Tactics, Sequencing, and Timing ...............................57 5 When to Go Direct ..............................................................................................................81 6 The Top-Down Approach .............................................................................................97 7 The Groundswell Approach ......................................................................................113 8 When to Deploy Flanking Techniques ............................................................133 III Measurement, Refinement, and Improvement 9 Integration ................................................................................................................................147 10 Plan the Entire Tactical Effort .................................................................................159 ptg7913109 11 Measure Results to Dollars and Cents ..............................................................173 12 Respect and Anticipate Community and Competition ........................................................................................................................181 Index .............................................................................................................................................195 TABLE OF CONTENTS Introduction xv I UNDERSTAND THE MARKETING ROUND AND DEVELOP YOUR STRATEGY 1 Marketing in the Round 1 Integration and the Marketing Round ..........................................................3 Breaking Down the Silos ...........................................................................................4 CEO Communication ..................................................................................................6 Creating the Marketing Round ...........................................................................7 The Dashboard ..................................................................................................................9 ptg7913109 Bringing It All Together .........................................................................................10 Exercises ...............................................................................................................................10 Developing the Vision .....................................................................................10 Creating the SMARTER Goals .................................................................12 Building the Dashboard..................................................................................14 Know All the Tools 21 The Forms of Media ..................................................................................................22 Paid Media .................................................................................................................23 Earned Media ..........................................................................................................23 Owned Media ..........................................................................................................24 Examples of the Forms of Media ....................................................................24 Pros and Cons of Each Medium ......................................................................25 Paid Media .................................................................................................................25 Earned Media ..........................................................................................................30 Owned Media ..........................................................................................................32 Taking It One Step at a Time .............................................................................39 Crawl ..............................................................................................................................39 Walk ................................................................................................................................40