Integrated Marketing – Who Takes the Lead?

There seems to be universal agreement among marketers that integrated programs have greater impact, higher efficiency and are where their organizations are headed. (See June 2, 2009 blog entry)

How they achieve the benefits of integration is vastly different. Semantics and understanding may play a part, as well as the organizational structure and reporting relationships. Agency relationships and assignments also play a keen role in how and where integration occurs. There a good number of internal roadblocks that slow or stop the process, including:

• silo mentality/turf protection – brand; marketing services, etc.
• agency loyalties
• traditional mar-com models – e.g. General agency is the big dog
• reporting relationships - is corporate communications part of marketing?
• Short CMO Tenure – many won’t take this on, not wanting to waste time on ‘internal’ issues

So WHO should be responsible for the integration process? Integration is not merely an exercise to reallocate, reduce or optimize the media buy. It is not a budgeting exercise or agency reward for past good work. Rather it is a critical reassessment of the Go to Market communications, their role, interplay and importance to the customer.

The customer. Hmmmm, that seems like a good place to start. Isn’t the role of marketing to understand and nurture the needs, wants and desires of customers? Also, marketing is intended to be the customer advocate back to the business – the product managers and researchers who should be creating products that fulfill customer utile needs.

SO here is my list of steps in lining up resources to create an integrated marketing approach:
• Align around the customer. They are in ultimately in charge of your fate, so why not respond to them? They will tell you that integrated communication IS how they want to receive information
• A client representative, with appropriate and direct authority, should lead the integration across all disciplines
• Integration must include all audiences and constituencies served. Best to start with Thought Leaders and work your way down.
• Remain open for innovative approaches, even when they are not required.
• Measure everything and share results, metrics and accountability

Okay, so you are organized and ready to go! There are some other consideration and landmines to be aware of:

- Agency Compensation - There are bound to be agency concerns over fee dollars, especially as they link output (ads, brochures, etc.) with success and $. - You must fix the agreements to fairly compensate each agency for its contribution and ideas before you get too far.
- Decoupling of media from creative has forced us further away from the customer. Seek to bring them together, especially early in the process.
- Customers have seemingly limitless ways to obtain content, information and marketing messages. As marketers, it is our responsibility to communicate in the way and format that suits the customer best.
- Keep ALL in the Know – it is imperative that the client includes ALL agencies in information sharing and status.

The first campaign will be by far the hardest. But if you are inclusive, firm in your direction and share information openly, success will break silos and agency roles. You must be prepared for some old fashioned hard work to achieve your goals, overcome the reluctance and internal politics.

When the customer responds, your success will be clear!

Good Luck!

Marketing Leverage LLC has developed and executed a number of integrated marketing programs involving product launch, strategic alliances and sponsorships in the B2B & B2C markets.

Content Can Be King in Sponsorships

Changes in the media landscape and consumption habits of customers have increased the significance and value of content generated from sponsorship deals, often becoming a central reason.

Think about the content distribution we see via broadband, cable, mobile, satellite radio, video on demand, etc. All operators need access to quality content to differentiate themselves and quantity to fill the 24/7 demands of their audience.

We are living through three major trends involving sponsorship media content:

1. Mobile phone operators looking to deliver real-time content and video- at&t – access to NBC Universal Olympic coverage, Sprint – NFL Combine; Verizon – broadcasts of selected concerts on V-Cast, etc.

2. Premium Outlets – Satellite Radio and Cable creating exclusive access for music and sporting events. Live broadcast, on-site interviews, unique formats and exposure.

3. Vertical Networks – Sports properties are gaining greater control of brand, customers and content 24/7 & 365 days by establishing their own networks – MLB, NBA, NFL, NHL, Universal Sports, USOC.

Beyond traditional and digital media content, sponsors have access to a volume of other ‘content’ that can further leverage the relationship; draw customers back to them and further link the mutual values of the brand with the property.

By their very nature, sponsorship properties generate interest, awareness and passion. That’s why so many marketers turn to them. Rather than interrupting customer lives, sponsorship allows a brand to insert itself IN the customer’s life story, because it is something they personally care about. That doesn’t mean you merely slap logos all over your mar-com materials, website etc. Rather, it affords you an opportunity to creating a meaningful connection between the property and your brand, and ultimately to the customer.

One ripe and underused asset is the opportunity to use the normal flow of information, images and news. But the real gem is the potential to create exclusive content, access, information, or other benefits. This provides a treasure trove of assets that can be leveraged in advertising, direct marketing, retail promotion, channel marketing, PR, web content and more. Sponsorship also provides a natural and appropriate centralized thematic for all marketing and sales efforts, which allows the business to have a cohesive message and look in the marketplace.

When the sponsorship includes a role as a supplier of your product, the stories you can tell are so much more valuable. Through authentic and genuine stories, you can personalize the brand with fans. For B2B sponsors, the opportunity goes further, affording the use of the event as a large showcasing tool. It also provides rich and valuable content for technical marketing (case studies, testimonials, and white-papers) and provides fodder for a stream of communication over an extended marketing calendar.

As always with sponsorship, the key to achieving the full potential is not stopping at the easy, obvious activities. To truly differentiate yourself requires some added digging and creativity. It may not be rocket science, but it ‘ain’t’ easy or everyone would be doing it.


Marketing Leverage LLC has experience in utilization of sponsorship content across properties such as – F1 racing, FIFA World Cup, MLB teams, NBA, NHL teams, USOC, US Soccer among others for B2B and B2C brands.

Sponsorship Assets – Package Deals

Sponsorship is among the least well utilized arrow in the marketing quiver. Not because it doesn’t work – we know how effective and beneficial it can be when done right - but because marketers don’t go the extra mile to extract the full value and potential.

Too often we see relationships established for a single, short term marketing purpose – awareness, sampling, hospitality, etc. – while the rest of the benefits are tossed to the side or used without thoughtful consideration. Even with the current depressed prices of these deals, they are far too expensive to be managed in such a foolhardy manner.

Sponsorship can be a powerful catalyst that serves as a key integrating theme or ingredient; enabling all of your other media and activities to work harder and together. You need not invest incremental programs or funds to “support” sponsorship. Rather, it is the other way around, with brands and communications linking the emotional value and image of the sponsorship to your audiences and customers. Unlocking that value and generating returns to the business requires exploitation of all assets available as sponsors. This may involve looking beyond the immediate marketing organization or objectives.

Ideally, brands enter into the sponsorship consideration process with the perspective of seeking a marketing ‘tool’ with legs and breadth; a multi-purpose, flexible and adaptable resource. Below are some of the areas that should be evaluated in selection and activation phases:

+ Brand match – How well does the property brand help reach your audience? Is there a positive fit at the intersection point of the brands?

+ Campaign Potential / Scalability – How well does the sponsorship allow you to leverage assets in retail, advertising, direct marketing, web or employee programs?

+ Direct Revenue – Are there opportunities to sell to the property or partner peers? Does the property take an active role in networking and introducing potential customers? Do you have access to the customer base?

+ Hosting and Showcasing (Indirect Revenue) – How will this sponsorship enable you to reach new or higher profile customer contacts? Can you use them to demonstrate your products in use?

+ Proprietary Value – Is there potential to create truly unique, exclusive and ‘ownable’ content or experiences with the property?

+ Employee Engagement – Do appropriate and reasonable opportunities exist to allow employees to participate in some way? Are there benefits that can be extended to employees?

The list is not exhaustive, but shows some of the ways that a sponsorship can benefit across the business. The critical factor is challenging the organization into looking beyond the ‘easy’ answer to other ways that the sponsorship can provide benefits.

Marketing Leverage LLC has extensive experience deriving value out of sponsorship assets large and small; local and global - Boston Red Sox, NJ Nets, FIFA World Cup, IOC among others in B2B & B2C markets. If you would like to evaluate existing relationships, consider new ones or simply scan the field, please contact me at marketingleveragellc@gmail.com or +1 908 268.8964