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How to deliver integrated marketing excellence

By Joss Davidge

Great integrated marketing is as much about excellence in delivery as it is about big integrated ideas – a point vividly illustrated by Coca-Cola’s recent “Share a Coke” #WishUponACoke campaign.

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At BEcause, we believe passionately in leaving nothing to chance. Here are our five top tips working with integrated agencies to ensure that delivery adds to the idea, rather than dilutes or damages it.

1. Know your agency

The best integrated campaigns invariably come from those agencies that work with a blend of strategic, planning and creative talent. Recognise that your agency may want to challenge corporate norms, so check internally how you can push the boundaries and consider what parameters could be flexed in delivery terms. Are new things really not possible, or have you never asked?

If you need support selling in new concepts to other areas of the business, ask your agency for advice and support in doing this. They want it to happen as much as you.

2. Understand the difference between a big idea & a big reality

Excellence in delivery does not start once a project moves into the ‘let’s make it happen’ stage. It starts in the boardroom when appraising ideas. An experienced brand experience agency should quickly be able to tell you what big experiential marketing idea on paper, won’t translate in practice... and sometimes vice versa.

3. Be the consumer

The idea came from a consumer insight, shouldn’t the execution? Pre-empt from a consumer’s point of view what could detract from a positive brand experience. No you can’t do anything about the weather, but you can help ensure....

- that you’ve contingency planned

- your experience accommodates different engagement levels

- any staff or brand ambassadors passionately know what they’re talking about

- you’re responsive to feedback and learning’s

4. See things with your own eyes

Whatever the experience you’re looking to create, ensure you’ve experienced the touch point for yourself. This may involve a site visit, a rehearsal bump in/out, revisiting the supermarket aisle with your work hat on, immersing yourself in a new social media tool before your use it. Seldom can you deliver a seamless experience, if you’ve never experienced it yourself before.

5.  Empower your front line staff

Whether they're face-to-face Brand Ambassadors, social media community managers or sales reps, give them the tools they need to be knowledgeable, enthusiastic and pragmatic. Immerse them in the brand, the campaign and the execution detail. That way they will communicate with consumers in a way that is genuine, and they will be able to exercise common sense when improving the delivery of an experience.

At BEcause, we have considerable experience helping brands both plan and execute effective integrated marketing campaigns. And we know that brilliant delivery is all about brilliant teamwork – across every aspect of our business and yours.  

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