Hello and greetings from the Midwest (now a little further south).
I’m in a pitch where the RFP states “We want to see Integration, Integration, Integration.”
Okay. So they want integration, that’s pretty clear. However, when you dive into it, clients have different meanings of integration. Mostly, they have a very uninformed idea of integration, which I call “Matchy-Matchy” or “Matching Luggage.” See the attached photo of matching luggage.
Not only is it pretty uninspiring (I chose something ugly ), but all the pieces of luggage pretty much do the same thing, they hold your stuff.
If you are someone more experienced at building integrated campaigns, you realize a better expression of this might be something like this photo of a grilling set.
All the pieces look somewhat similar, right? But every single piece within the set is designed to do something very specific (much like all of our media channels available to us today). All of them used together hopefully deliver something very successful (& tasty).
So if you’re off to design some integrated marketing campaign, it’s best to understand what each medium is best at doing and don’t try and make each medium do everything… or the same thing (like luggage). Try to strategize around making your campaign act differently in different media and leverage the strengths of each. And please don’t try and make everything look exactly alike, because if you're clients are smart, that's all you get credit for.
Wishing @Jess3 could make an amazing info-graphic to explain this better? Hollah if you want to work on it together. @bartonow
