What Bill Belichick Means to Integrated Media Strategies
Successfully managing an integrated marketing strategy requires a thorough understanding of what motivates the key players on the team. A CMO should consider precisely how each of his own team members and agencies are motivated and incentivized.
For instance, recently I heard from a VP of marketing who told me "I like my online agency and my TV agency. They both do a great job for us. But if I got an extra $10 million to spend on media I really wouldn't know which would get me the best return." In this scenario, each agency typically presents a very rosy picture that would justify its own "more" than fair share of that additional budget. An agency that can competently handle multiple media channels has a much greater incentive to help solve the issue of optimal media mix since they would have nothing to lose.
Promoting Consistency
Belichick is noted for his consistency. Whether it's week four against the Raiders or the week before the Super Bowl, the practice schedule remains the same: intense and focused.
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