Integrated Marketing Campaigns

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Episode Transcript

Speaker 1 (00:07):
What if I told you that integrated marketing
campaigns can drive 25 to 100%higher ROI, improve efficiency
by 31% and even boost annualrevenue by nearly 10% compared
to single channel efforts.

Speaker 2 (00:20):
I'd believe you.

Speaker 1 (00:21):
Well, we're going to break down what makes these
campaigns work and how you canput the same strategies to work
for your business.

Speaker 2 (00:28):
All right, I think that's great, like integrated
marketing campaigns.
How do you create them and howdo you make them drive results
across channels, and why do youcare?
Why do you do it?
Those are great things.

Speaker 1 (00:38):
This has been like a buzzing topic in our agency.
We've been talking about it alot on the podcast.
We've been talking about it alot on the podcast.

Speaker 2 (00:49):
We've been talking about it a lot with each other,
so glad we're finally getting apodcast episode to fully cover
it.
Yep, so we're going to explorehow you do that and you
coordinate your messaging andstrategy across multiple
channels, like it used to be.
You do TV, radio and print andwhatnot, for whatever reasons.
But it's a little bit differentnow with digital because you
can actually, you know, go intoa store and your location on

(01:26):
your phone has logged that,maybe in Facebook, and we serve
you a CTV ad later on and youfeel creeped out about it 100%.

Speaker 1 (01:34):
We're casting a much wider net comparatively to just
throwing out a random searchcampaign or a one-off social
campaign.
It's more focused.
Everything's working togethertowards one goal.
So excited to cover more of thecomplexities of that, but our
first complex cocktail.
There you go.

(01:59):
That we're going to share withyou today is the Gin Blossom.
So this is created by JulieReiner in 2008.
I hope I'm pronouncing thatright.
Looks right For the opening menuof her Brooklyn Boy at the
Clover Club.
It's quickly become a modernclassic.
It's kind of a softer take on amartini.
It pairs Plymouth gin withBianco vermouth and a touch of
apricot Eau de vie.

Speaker 2 (02:20):
Eau de vie, oh, eau de vie.
Okay, like eau de toilette.

Speaker 1 (02:22):
Alright, I'm glad oh eau de vie Like eau de toilette.
All right, I'm glad you couldpronounce that, because I
definitely couldn't.

Speaker 2 (02:28):
And I looked up what that was.
I took French in third grade.

Speaker 1 (02:30):
Oh nice, and you still remember that from wow.

Speaker 2 (02:33):
I remember stupid stuff from French in third grade
.

Speaker 1 (02:38):
Can you say it again, because I already forgot how to
pronounce it.
The apricot eau de vie isactually kind of like a.
It's like an apricot liqueur,but it's based on this specific
apricot that's grown in aspecific place and it's more
floral, so it's focused on likea bouquet of apricots.
So think fancy floral apricotliqueur.

(02:58):
So there we go.

Speaker 2 (03:19):
All right.
So one of my favorite ginsbecause it's an easy drinker and
not super piney and that'sprobably why it's in this drink
is Plymouth gin.
You need one and a half ouncesof that.
One and a half ounces ofMartini Bianco Vermouth that's a
lot of vermouth for a drinkLike I put two dashes of orange
bitters and an orange twist togarnish it.
So throw all those into amixing glass with ice and stir
until well chilled.
So that is common with martinisthat you stir, you do not shake
because you don't want todelete.
Dilute them, shaken not stirred.

(03:42):
Except it should be stirred, notshaken.
The shaken martini is lowerclass because you're going to
water it down.

Speaker 1 (03:48):
What is that originally from?

Speaker 2 (03:50):
again James Bond, james Bond All right, yeah, so
then you'll strain it into achilled coupe glass and express
the oils from an orange twistover the drink.
That just means like basicallybend the peel so the little oils
will shoot out, and thengarnish it with that uh twist.
Um, this seems very light anddelicious.

(04:12):
Like that bianco vermouth isgoing to be much milder than a
regular vermouth.

Speaker 1 (04:15):
It's going to be very citrusy floral.
It sounds very pleasant, like Idefinitely enjoy.

Speaker 2 (04:22):
This is a good kind of warm end-to-summer drink, I
think, so that one comes to usfrom Liquorcom and we do not
have any music from the GinBlossoms because we cannot pay
for royalties and rights.
So otherwise that would havebeen fantastic on this, but no,
it's not happening.
No budget for that, all right.
So we're going to be back withIntegrated, with integrated

(04:50):
campaigns, and we will talk alittle bit more about that.
Ok, we are back and we aregoing to talk data and
statistics.
So I think I know you've got awhole bunch of stats, but I've
got a great one to kick this offwith oh, I'm going to quiz you
again what percent of?

Speaker 1 (05:13):
marketers.
What percent of marketing teamslack an integrated digital
strategy?
It's got to be something high.
I'm going to say 60%.

Speaker 2 (05:18):
Close 70% and that is like I am like appalled, which
is really wild, becausemulti-channel strategies are so
important and I think the keythere is they're lacking an
integrated strategy.
So they may be doingmulti-channel but it's not
necessarily all integrated,which is like why You're losing
all the efficiency by having itnot be integrated.

Speaker 1 (05:41):
We're not playing Battleship, we're not just
trying to hit one part of theboard.
We need to cast a wider net.
So doing one-off campaigns likethat is really inefficient.
Wow, that's crazy.
Yeah, it blew me away.
So my stat is kind of just asneak peek of the success a

(06:01):
company has had running anintegrated campaign.
When we think integratedcampaigns, I honestly didn't
think of this until, like, doingmore research into all the
different channels that they doas a part of this campaign.
I'm not going to spoil it yet,I want to save it for later.
But from running an integratedcampaign're over, they're able

(06:23):
to have to attribute over 400million tiktok views in three
days just from running thisintegrated campaign so, so
that's good.

Speaker 2 (06:35):
I think another good stat is when you use an
integrated approach.
Um, statistics show that youget a 50% higher return on your
marketing investment than if youdo a single channel, and I
think that just makes sense,because we don't consume things
in a single channel.
Like I am not an, I only dodigital audio and I never look

(06:56):
at CTV and I never look atbanner ads and I never look at
Google.
That's not how we live anymore,and no demographic is like that
at all.
We consume things multi-channel, sometimes multi-channel at the
same time.
Right, because, like, you're onFacebook but you're also
watching TV.
So it's really, reallyimportant.
Oh yeah.

Speaker 1 (07:17):
There's a reason it's called a marketing mix.
Right, you need differentthings working together.

Speaker 2 (07:23):
Yep, just like making a cake, you have to have a mix.

Speaker 1 (07:26):
Yeah, so should we get into kind of like the nitty
gritty of what an integratedcampaign is?
Sure Tell me.
So, as we've said continuously,it's integrated.
Campaigns are marketing effortswhere all channels work
together towards a single goalor message.
So you're not just running acampaign for this and a campaign
for that.
Campaigns are marketing effortswhere all channels work
together towards a single goalor message.
So you're not just running acampaign for this and a campaign
for that.
It's all working towards oneindividual goal.

(07:47):
Uh, this includes running adswith social, running ads for
search, display, ctv, uh,digital out of home.
I mean, the list goes on.

Speaker 2 (07:58):
But you could do direct mail.
You can integrate on demanddirect mail into your campaigns.
There's so many.

Speaker 1 (08:04):
Like basically, yeah, it's everything campaign
related and I kind of came upwith a fun example for this,
just like in case anyone's stillstruggling with like putting
this together Okay, imagine alocal coffee shop is launching a
new seasonal drink campaignright, they'd run a paid like.

(08:24):
They'd use paid channels likefacebook or instagram to
highlight the new drink, to getit out there.
If they have a newsletter orlike a rewards program, they'd
have owned channel to be able tolike you know, push out to
which is more organic, and thenjust encouraging influencers or
other customers that you knowcome in to share photos on
instagram, on social, with likea hashtag.

(08:46):
That's kind of like a more oflike a small level, like local
business, like view of it.

Speaker 2 (08:52):
But it helps me kind of visualize yeah, and I think,
like you can do it, you can takethat even further.
So you've got paid, earned andowned.
So, like they could even doearned, they could invite um,
they could send their their newdrink to a local radio station
and to the morning show and hopethat they drink it you know,
that'd be kind of an earnedmedia.
They could do a press releaseabout it, but I don't think

(09:12):
that's going to get them much.
Um, but some of that earnedwould be.
You know your influencers canbe earned, you know if it's like
, hey, just come get a freedrink and you don't ever ask him
to do anything.

Speaker 1 (09:22):
It's just like come try our new flavor yeah, today I
visited, uh, this coffee shopand I tried their new seasonal
drink, and there's probably amillion of those videos every
time.

Speaker 2 (09:33):
As of yesterday, I'm a coffee shop influencer because
I posted one post on facebookfrom a coffee shop.

Speaker 1 (09:39):
So oh, there you go, yeah there we, there we go.

Speaker 2 (09:41):
But, yeah, so it's, and I think that that's the
interesting thing, right Is thatpeople think of like an
integrated campaign as like,okay, it's Google and Facebook
and retargeting and banner adsand native and CTV and audio,
and, yes, that can be all of it.
It's true, you don't need allthose channels no-transcript.

Speaker 1 (10:26):
It's kind of like you're like it's all working.
It's a wide angle workingtowards a single point, and that
point is your goal that you'retrying to accomplish.

Speaker 2 (10:35):
Yep, and each channel is doing like its best is being
used in the best way possible,right?
So, like you might have anInstagram reel that is, a video
of making the drink.
You know that kind of thing.
Um, you may have.
Um, I just thought of anotherone and now I can't think of it.
Um, in the oh, like, if you'redoing on demand direct mail or

(10:56):
even your e-newsletter, you maysend out a coupon to your best
customers to come try it.
You know those kinds of things.
Or give your influencers, like,a free drink, like I said.
So each channel can bedifferent.
You may also take people who'velapsed on your email list and
send them an on-demand postcard.
That's my favorite one.
It's like or they opted out,like you opted out, that's great

(11:17):
, I can still hit you in the USmail.
So I'm going to do that.
I got your address and I canstill hit you in the US mail.
So I'm going to do that.

Speaker 1 (11:21):
I got your address, and we talked about that in a
recent episode too.

Speaker 2 (11:24):
We did, yeah, so you can go back and find that
On-demand direct mail can bereally cool.

Speaker 1 (11:29):
Yeah, it's cool, honestly, to me, like thinking
of an integrated campaign.
It's really cool, like all thedifferent pieces, right, because
each individual piece is likedifferent and working towards
towards the same goal.
Like we said, I feel like I'msaying the same thing over and
over again.
But honestly, it's just reallycool when you're building
something that works well withdifferent strategies.

Speaker 2 (11:53):
Yeah, and I look at it as the one thing that you do
have to do is you have to getabove the campaign and figure
out what is that core messagethat you're trying to get people
to do, who do you want to reachand what do you want them to do
with that message?
And then what are your proofpoints to get them to do that.
And when you have all of thatit's typically called a creative

(12:15):
brief you can then startrolling out these different
pieces of creative that workreally hard in their own medium
but that are all tied to thatcentral message and that central
goal of accomplishing things.
So I think one of the things Ithink of also is because we use
HubSpot a lot.
We talk about HubSpot a lot.
I know people are like, oh God,he's going to bring up HubSpot.

(12:37):
Maybe I don't know, but likeHubSpot's campaigns tool puts
all of that in one place so youcan actually look and see what
assets are performing better,which things are getting more
clicks, which things are gettingmore.
You know contact form fills orwhatever your goal is for
conversions.

(13:00):
Curious to see it inbound, likewhere this is going, because it
just happened like it just cameout last year, but content remix
, which uses hubspot's ai, whereyou can quite literally take
one piece of content and have itcreate other pieces for you, um
, and so that is another way tolook at this.
It's almost like you find acore piece of content that is
your brief, and then you want tohave it like create the landing

(13:22):
page and the marketing email.
And then you want to have itlike create the landing page and
the marketing email andwhatever you want out of it, and
so AI can help you like getthat started and help you ideate
on that.
It doesn't always do a greatjob with the imagery, so we'll
see if there's any advancementin that, but it's a really cool
way to get that integrationwithout a heavy lift on.

(13:43):
You know everything you need todo.

Speaker 1 (13:46):
So not only do you have a bunch of things working
together, you also get to seeall those things in the same
place and how they're doing, andif you need to plug in
something and replace something,I don't know.
It's just super cool.

Speaker 2 (13:58):
Yeah, and there's what's interesting and this came
up with a client recently um,view through conversions are a
thing, so a conversion generallyhappens because they converted
on that piece of content, theyclicked or whatever you wanted
them to do.
Um, a view through conversionmeans that that content, that
piece of content, was put infront of them or that ad was put

(14:20):
in front of them, but they didnot put in front of them, but
they did not click it, but theyconverted on something different
later and so you can actuallysee that.
And what I love about it is youcan see which content is
assisting your top performingcontent.
So you actually get that viewof how everything is working
harder together with those viewthrough conversions or a

(14:40):
secondary conversion event orthose kinds of things, and I
kind of geek out about that.
It's pretty interesting.

Speaker 1 (14:46):
There's a lot to geek out with integrated campaigns.

Speaker 2 (14:50):
I know.

Speaker 1 (14:50):
Should we get into the campaign?
I've been making a secret.

Speaker 2 (14:55):
Yeah, like, and it drove to TikTok.
So I'm like this isn't one ofours, because we don't generally
drive people to TikTok.

Speaker 1 (14:59):
We don't have 400 million views on TikTok With B2B
generally drive people.

Speaker 2 (15:01):
we don't have 400 million views on tiktok with b2b
, yeah, and we don't have thatmany views on any client tiktok
account.
So, yeah, what's going on?
What's it?
What is it?

Speaker 1 (15:08):
so I didn't think of this as an integrated campaign
because it didn't really likeclick in my mind that there's so
many different pieces that arepart of it.
But, um, spotify wrapped isprobably one of the biggest
integrated campaigns I can thinkof what, yeah, so, okay, think
about their consistency, right,so it comes out every year.

(15:29):
You see it in the app, soyou're getting served it in
their like, owned channel.
They also have emails that youget.
You get text notifications.
Then they also run ads and theyget news releases, like press
releases cover it.
It's a big deal.
Um, then, the biggest thing,right?
So let me just go through someof these numbers, because I

(15:51):
thought they were pretty insane.
So, wrapped access so peoplewho had access to spotify
wrapped grew from 30 millionusers in 2017 to over 120
million in 2021, and now it'slike four years yeah, in four
years the 120, and then from2021 to 2022, when it really

(16:12):
started blowing up, they grewfrom 120 million to 156 million.
So that's a lot.
In 2024.
Spotify rap generatedapproximately 2.1 social media
mentions within just 48 hours2.1 per person or 2.1 million.

Speaker 2 (16:33):
2.1 million mentions total oh okay, you missed the
million on that first one there.

Speaker 1 (16:37):
Oh, okay, so 2.1 social media mentions within
just 48 hours of it launching in2024, which is insane.
And then over 400 millionTikTok views in three days and
this is a crazy thing.
That I think is like thecraziest part about Spotify
wrapped is it basically turned10.5 million users into brand

(16:58):
ambassadors, because that's howmany people shared their Spotify
wrapped results like on theirsocial.

Speaker 2 (17:04):
We shared our agency Spotify wrapped in a reel.
I think I'm pretty sure we dothat every year we make.
We did a blog post one yearabout it because, yeah, it's
always fun because our music canbe controlled by anybody
anybody in the office.
I mean, you can't becauseyou're remote and I can't.
I mean I can technicallybecause I have the login.
I could send you the login andyou could change all their stuff
.

Speaker 1 (17:23):
Just start making playlists, yep.

Speaker 2 (17:26):
But anyone in the office can adjust the music and
you kind of have to tolerate itfor a little bit.
But if it's really offendingyou or you really hate it and
you can't work, then you canchange it.
So seeing kind of where thatshifts, like how does Caitlin's
Taylor Swift fangirl influencelike hit, you know there?
Or how do the older folks inthe office who love like 80s,

(17:49):
90s and grew up on that dealwith like how does that compare
to some of the younger influencein the audience for people who
like country, etc.
Because our spotify rep isalways like a hot mess of a mix
of stuff that is wild and I meanit's increased their downloads
in 2020, like early 2020.

Speaker 1 (18:06):
So this was even a little before it like truly went
viral.
They attributed like a 21%increase in downloads just in
that month from Spotify Wrapped,and an earnings summary in 2024
noted that over 245 millionusers engaged with Wrapped like
from start to finish.
So it was a record-breakingyear in 2024 and I just think

(18:30):
it's a really good example ofhow you're using like a lot of
different channels to kind ofaccomplish the goal of
increasing engagement on the appand downloads, because they
have a lot of social ads, theyhave email, they have, you know,
a little bit of everything, andI didn't really think about it
that way, but but yeah.

Speaker 2 (18:49):
It's an awareness campaign, a hundred percent Like
.
It is a giant awarenesscampaign for them, probably the
biggest one that they do.
It's also funny because, likeApple Music now will do kind of
your year in review or something.
It's not the same, but it'ssort of like hey, like we should
do this too.

Speaker 1 (19:05):
And people share those too, Like the people who
swear by Apple Music.
I still definitely see themshare those.

Speaker 2 (19:11):
Yeah, I do Apple Music more because I know they
pay artists more.

Speaker 1 (19:16):
Yeah.

Speaker 2 (19:16):
So I mean, per song payments in streaming is really
tiny anyway, especially forindie artists.
But when you look at all thestreaming services, apple's one
of the top of um of that.
I mean they have billions ofdollars, so why not give it to
artists?
And, you know, build your thing.
Um seems perfect to me, so cool.
Yeah, I don't have anythingelse in integrated campaigns

(19:40):
except, like you should do them.
If you're not, if you're inthat 70, who?
Who aren't doing it?
Oh my God, like, coordinate it,like, please, please, please.
Make a coordinated effort.

Speaker 1 (19:50):
Build out a good funnel yeah, 100%.

Speaker 2 (19:54):
I mean, I think that's a good thought is all you
have to do to like, I guess,maybe.
How do you create an integratedcampaign?
You know, aside from like, havea brief, create your content.
How do you figure out whatcontent to do?
And I think you use the sort oftop, middle, bottom of the
funnel, or your customer journeyand different stages of your
customer journey.
You can go either way.
However you want to look at itand you look at where your

(20:18):
customer is at each stage of thejourney and how they're
researching, how they'reconsuming media, and you create
content for your message acrossthat journey in the right medium
for the right stage, and thenbuild it out like yeah it really
is as simple as where are theyand how you, how do you best

(20:41):
reach them?
and then having as much contentas you're able to, um, and as
many channels as you're able tobudget-wise and whatnot across
those pieces.

Speaker 1 (20:53):
Yeah.

Speaker 2 (20:55):
I mean, I think we covered it pretty well.

Speaker 1 (20:57):
It's pretty simple, but when you really hear the
numbers behind it, like thatpushes you forward more than
anything.

Speaker 2 (21:04):
I mean, I keep looking at this stat and I'm
like there's another one that64% of marketers believe that
their MarTech stack, so thetechnologies that they're using
for marketing is too complicatedand confusing.
And I'm like, okay, and that'swhere HubSpot comes along as
sort of that integrated solution, which is why we like it.
But yeah, if it's difficult,you're not going to do it, so

(21:25):
let's just make it easy.
It's so easy, all right, we'llhave a new episode next week.
I have no idea what it is,unless Zach knows, because it is
not in my show notes, so we'llbe here, though it's going to be
a good one.

Speaker 1 (21:40):
Okay, that's great.

Speaker 2 (21:40):
Zach has no idea which one it will be, but he's
going to tell you it's going tobe a good one and I'm sure it
will.
All right, bring us home.

Speaker 1 (21:48):
All right.
So, as always, you can find ouragency at antidote71.com and
all of our socials there as well.
If you have a question,specifically, maybe on
integrated marketing campaigns,any of our previous episodes,
like direct mail, digital out ofhome, will be coming.
Probably eventually We've gotto do a podcast over that.
But if you'd like to send themour way uh, we will to cta

(22:14):
podcastlive, uh to basicallysend us an email, we will
definitely uh have them on afuture episode of the podcast.
Alternatively, you could alsoleave us a voice message on our
hotline at 402-718-9971 yourquestion and maybe your voice.
If you're cool with it, we'llmake it into a future episode,
yeah.

Speaker 2 (22:28):
Zach wants voicemails .
He's very sad.
He's alone in North Carolina.

Speaker 1 (22:32):
It's kind of depressing guys.

Speaker 2 (22:35):
So he just needs those voicemails and also like
we're grinding our socials.
So a little bit of a change.
You can follow us on blue skyand threads Now we're starting
to post some stuff.
We're not super like active onthere, but our ex account is
pretty much dead, like a lot ofpeople's haven't deleted it yet
but will eventually.
And blue sky and threads wehave those up along with all the

(22:55):
other normal socials.
So, like YouTube, linkedin, ourYouTube is really active,
really kind of fun to see.
Like all the videos we havethere, like this, will be there
as well.
So definitely check all thatout and we will see you next
week.