Hand in hand – traditional and interactive marketing

Justin King — Fri, 21 Nov 2008 03:49:20 +0000

For the last 2 months, we (Rosetta) have been working with a traditional marketing agency to do a joint comprehensive pitch for a brand new product launch. Up to this point, we have worked with more traditional agencies as part of a campaign and branding efforts, but this is the first opportunity that I have ever had to do a complete end to end marketing launch. I will continue to detail more of our process out, and unfortunately, the product launch is incredibly confidential so I will remain careful in how I present it, but the process has truly been fascinating. This afternoon was our pitch, and here are the elements that we presented:

User research / Customer insights
Product positioning statement
Creative themes and through lines
Launch Plan
Media planning
Digital strategy
PR
Channel Support
Ongoing research

I think the most amazing part in all of this is how well we all worked together. We had three companies working together: Tradition Marketing, Us / Interactive Marketing, User Research. Not only did we work together well, but the final presentation was a true integrated, cross channel plan. Print media was supported by PR, PR provides link baiting for microsite, microsite as the nucleus for the entire launch.

Within our digital plan we concentrated on creating sales-ready leads through our B2B model of attract -> capture -> persuade -> convert. It was a unique approach for the traditional agency to focus on the marketing funnel, and the client immediately responded as we talked about nurturing leads for the purpose of converting sales-ready leads.

A few points that I learned:

It’s okay to play second fiddle every once in a while – I intentionally did not lead the conversations, and let the traditional agency run the show. It was their deal, and it was certainly my place to participate only
2 heads are better than one – this is obvious, but when dealing with two different organizations and cultures, sometimes you still want to do it on your own. Our end products was a true collaboration between both orgs and we were better for it.
Traditional is not dead – it’s not. It still exists and is still effective. People still read “real” magazines and watch TV. By using a Microsite, we hope to be able to measure the results of traditional advertising more effectively.

b2bRelevance » agency

Hand in hand – traditional and interactive marketing