Merging Print into a Multichannel Campaign

By now, most marketers understand the power of multichannel marketing and the need to incorporate more than one channel into a campaign for maximum impact. But how do you do it? Here are five things to think about when designing your next multichannel campaign.

  1. Which channels are you using and why?

Before launching any campaign, understand the value of each available channel and create a mix that gives you the most chance for success. This mix isn’t going to be the same every time.

If you are looking to build your mobile engagement, for example, you might use direct mail and drive time radio (“Text TXT2WIN to enter to win a $100 shopping spree!”) If you are introducing a new product, you might combine direct mail with email, driving recipients to personalized URLs where they can explore the product, watch videos, and request more information.

  1. Know your audience.

If you will be combining direct mail with television, radio, or magazine ads, check the broadcast demographics and the readership of each publication to make sure they match up with your print mailing. If the audiences don’t line up, the consistency and reinforcement of your message will get lost.

  1. Align your print and email lists.

Analyze the information you have available in your direct mail and email lists, determine which variables are most important to you, and then invest in strategies to ensure that you have the same data across both channels so your targeting and personalization are in sync. There are many ways to fill in your data (such as purchasing missing fields, sending surveys, and adding “update your contact” forms on microsites) that will benefit you in the long term.

  1. Maintaining branding across channels.

Ensure that you are using the same colors, images, and messaging across all of your channels. When someone sees your direct mail piece or opens your email, you want them to recognize your brand immediately. Inconsistent branding leads to forgettable marketing.

  1. Don’t forget text.

While many marketers think of text marketing and print marketing as separate, direct mail, in-store signage, and other print marketing are powerful drivers of initial mobile engagement. You can’t buy a mobile phone list. Those numbers have to be gathered directly from your target audience.

Multichannel marketing is a critical avenue for marketers to break through the clutter and get their message seen. Being successful in those efforts doesn’t happen by accident or, in technical marketing lingo, by “throwing spaghetti at the wall.” It takes strategic planning and upfront work.

Is there anything else you would have added to this list? If so, what would it be?

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