Download More channels often means better results

PR I S M A PA PE R :
More channels often
means better results
How many touches does it take to motivate customers into action? Some marketers
say seven, some say five. While marketers don’t agree on the exact number, they do
agree that it takes several touches AND varying channels to get movement.
One of the biggest benefits is that
multi-channel marketing can be very
efficient. The marketing messages
are optimized for each channel and
audience, but the message remains
consistent, with a significant amount
of creative overlap. Taglines, visual
designs, messaging, the offer, all
carry over easily from one medium
to the next.
In a recent survey conducted by
Forrester, Inc., 86% of the marketing
decision-makers surveyed believe
successfully integrating multiple
channels under a single integrated
marketing strategy is critical to long
term success.
But the increased interaction with
customers is the real secret sauce.
The various channels give you more
opportunities to hit a customer’s
sweet spot to motivate him or her to
buy. This increased interaction also
builds the credibility of your brand.
Customers are more likely to trust
companies the more widespread they
appear to be.
Multi-channel marketing uses a variety of avenues to communicate your
message to customers. Direct mail,
advertising, websites, email, and
social media are some vehicles used
to reach customers. Generally, the
more channels used, the better the
results.
2937 East Broadway Road, Phoenix, Arizona 85040 P 602 243 5777 T 800 397 5777 F 602 268 4804 prismagraphic.com
Example Please
What might a multi-touch, multichannel direct marketing campaign
look like? Here’s an example:
1.Send a teaser mailing that directs
your customer to a Personal URL to
redeem an offer (can be postcard,
self-mailer, even a poster).
2.Send an email with a link to a Personal URL to redeem the offer to
customers who don’t respond.
3.Send a second direct mail with
the offer to customers who don’t
respond.
4.Send a reminder email with link to
a Personal URL to redeem the offer
to customers who don’t respond.
5.Communicate the offer and message
via your company Facebook page.
To help strategize your multitouch, multi-channel marketing
campaign, call us at 602-243-5777.