How to integrate best-in-class multi-channel marketing programs!

It doesn’t matter who you are or what your marketing experience consists of, multi-channel integration is simple and straightforward. The problem is always the people instituting the program. The one and only time I experienced Edward Deming teaching total quality management, he spent the first hour telling stories about how corporate leadership is near sighted. So let’s begin with that.

If your not a CMO, CFO, or CEO the posting is going to frustrate you or validate your intuition. Fact is, excellence does not bubble up from within organizations unless it the leadership places value on continual improvement by eliciting the employees day-to-day insights. Lets face it, employees are at the tip of the edge in the value chain. Ray Kroc knew the "front-line never lies" and Japanese manufacturers place equal value on the manager and worker. This is the foundation of continual improvement. So if you're in marketing an frustrated out of your mind, mainly because you care, forward this blog to to a manger you trust. However, depending upon how uncomfortable your working circumstance(s) are you may consider forwarding this blog anonymously. Think of it as a virtual suggestion box.

Having said that lets get down to the purpose of this posting.

1. “Quality decisions start in the boardroom” Edwards Deming. Translation, Carpe Diem … I know it means seize the day... for now let's just seize a moment, perhaps this moment, and let’s do something right for the company.

2. Link response to the media plan so as trends can be clearly identified, simply put, analyze how your programs, campaigns, media, offers and creative are performing.

3. Acquire, create, and develop a media plan repository, perhaps something that is web-based, such that internal marketing can collaborate easier and more effectively with external vendor’s e.g. creative agencies, media vendors, service suppliers

4. Identify response touch points thorough a tagging system. It must automatically identify response and the customer touch points that are elicited by a multi-channel program.

5. In truth, have a structured, disciplined measurement system will standardized the organization so there is “ONE version of the truth!”

6. Listen to your agency, media supplier, or channel partner with skepticism! After all, you run the hen house, not the fox.

If you have any question e-mail me at upperquadrant@gmail.com … I would us my corporate e-mail but I am getting too much SPAM as it is.

Cool Social Marketing Presentation

I participated in this very interesting presentation last week. I wish that everyone who has ever been beat down by the man, which I think at one time or another everyone has, could have watched this presentation. The presenter, who is the author of the book " World Wide Rave" Marketing, worked as a CMO. The story of how he was fired was captivation, because he was fired for be competent, being on the edge, and innovative. Shocker! Check it out.

http://www.HubSpot.com/Archive/World-Wide-Rave-Webinar