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Integrated Campaigns That Get Results A Cutting Edge Case Study

Integrated Campaigns That Get Results A Cutting Edge Case Study. Ohio Web Leaders May 19, 2008. Every category has influencers. Case study subject: Not fast cars Not beautiful actresses Not trendy technology Not boy wizards Not rock bands Not even Barack Obama.

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Integrated Campaigns That Get Results A Cutting Edge Case Study

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  1. Integrated Campaigns That Get ResultsA Cutting Edge Case Study Ohio Web Leaders May 19, 2008

  2. Every category has influencers Case study subject: • Not fast cars • Not beautiful actresses • Not trendy technology • Not boy wizards • Not rock bands • Not even Barack Obama

  3. Every category has influencers Scissors!

  4. Every category has influencers Fiskars’ Goals • 200 members • Increase online buzz by 10% • Increase website traffic

  5. Every category has influencers Fiskars’ Results • 815 members in 45 states • Increased online buzz by 341% • 130,000 website visitors from 40 countries

  6. How did they do it? • Recruit four influencers through traditional and online channels • Provide onsite training for influencers • Allow face-to-face time with product development

  7. How did they do it? Influencers: • Created blog posts • Hosted online chats • Attended tradeshows • Worked in-store promotions

  8. How did they do it? Supported by: • Custom microsites • Direct mail to Fiskateers • Offline multi-level marketing

  9. And it was a hit! Blogosphere chatter

  10. And it was a hit! Organic, paid and shopping engine top rankings

  11. And it was a hit! Viral marketing about viral marketing!

  12. The lesson? • In the new marketing world, success is about cutting through the clutter with an integrated approach, to reach: • the right consumer • with the right message • in the right medium • at the right time

  13. The lesson? • Typical marketing yields typical results? • Since 1994, AmEx's TV ad spending feel from 80% of its total advertising budget to 35%. • 78% of the top marketers feel the potency of their television advertising has declined • Advertising executives are shifting their ad budgets away from traditional channels because of the changing media habits of consumers.

  14. Questions and comments? • Stay tuned at OhioWebLeaders.com for more!

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