Posts tagged cross media campaign
The growth of modern online marketing and its integration with traditional advertising has created a communications overload, in which the average consumer may hear or see as many as several thousand marketing messages every day. Marketers and business owners looking to overcome this ground noise must develop effective cross-media strategies. Cross-media marketing campaigns use different products and properties to promote each other by way of multiple media. This might include direct mail, email marketing, radio, television, podcasts, social media posts, print ad campaigns, landing pages, and more.
The use of direct mail has shown significant positive feedback when it comes to measuring the response rates of cross-media marketing campaigns. According to a recent statistic in Deliver magazine, customers who were sent a printed catalog to the magazine’s website not only logged more time on the website, but also purchased 28% more of the product on average than customers who were not mailed a printed catalog.
This is not to say that direct mail should replace online marketing, but rather that the two should be integrated into a combined marketing campaign. Direct mail is most effective when it drives the customer to a website or landing page. Online marketing is most effective when the customer interacts with an online entity like filling out a form, giving the marketer or business owner product or service leads, or by sharing the site through social media. The key to the successful cross-media marketing campaign is that integration.
Increasing response rates of cross-media marketing campaigns does not have to be expensive or time-consuming. Something as simple as direct mail postcards can help build a business when integrated with online marketing tools.
Two great ways to integrate:
1. Use a postcard campaign to collect email addresses and basic information
Email addresses are a cost-effective way to keep tabs on your current and potential customers and clients. Several popular email services, such as Mailchimp, even allow the user to track email openings and clicks, so the sender can better understand a campaign’s effectiveness. However, you can’t track email responses without obtaining emails and a postcard campaign is a great way to reach out to potential customers who would otherwise never know how or where to register.
2. Have postcards point potential consumers to a landing page
Landing pages are critically different than a website’s homepage in that a landing page lists only the information necessary for your selling point, whether it’s an offer, special, or product promotion, whereas a homepage often lists more products and information that might be otherwise distracting. Websites allow browsing, landing pages are a direct sales pitch; they guide the customer through a sale or intended interaction
The two major benefits of direct mail:
1. Ability to target the ideal consumer
Few products and services are attractive to everyone. By outlining the characteristics of a company’s best customers, a model of who best to target in a direct mail campaign can be achieved. This could mean targeting by gender, age, income level, and more, allowing a mailing campaign to reach the people who might be most receptive.
2. Increase your responses
While yes online marketing strategies are awesome, great response rates of cross-media marketing campaign consistently point to the necessity of direct mail. This is because direct mail continues to be opened at greater rates than email advertisements.
Whether you are in the marketing business or are a business owner looking to increase company marketing effectiveness, integrating direct mail and online advertising is the best way to influence response rates of cross-media marketing campaigns.
For years, companies have been capitalizing on the power of print advertising to attract customers in cross-media marketing campaigns. Cross-media marketing helps companies take advantage of the variety of different media formats that are available for modern advertising: of these media components, print media is supreme in many regards. Although email marketing is popular today, there are key areas where print mail is still much more effective at helping a company increase response rates of cross-media marketing campaigns.
Improved Response Rate And More Competitive Costs
Because print media provides a physical piece of advertising that buyers can hold in their hands, it enjoys a better rate of response than email. According to a study conducted by the Direct Marketing Association, direct mail campaigns to existing customers have a response rate of 3.4%. Similar email campaigns had a response rate of only 0.12%.
In the same study, the DMA showed that printed media also had a better cost per lead or order. Print mail campaigns had a cost of $51.40, while e-mail campaigns had a cost of $55.24 for each lead. This is especially important for businesses that have a set budget for their cross-media campaign and want to ensure that they stay inside of this budget, an issue that is paramount in the minds of today’s business professionals that want to raise response rates of cross-media marketing campaigns while keeping costs down in a struggling economy.
Advantages In B2C Marketing
For B2C marketing, an arena in which many organizations both small and large operate in, print media has many advantages over email marketing. According to a survey performed by Target Marketing, 34% of direct response marketers reported that printed mail campaigns delivered the best ROI in terms of customer acquisition, compared to email, which was selected by just 25% of those marketers as being best for B2C. This is in part because of the ability to personalize printed media through handwritten notes or signatures, something that email cannot do.
Printed media is also effective to improve response rates of cross-media marketing campaigns because of how many people still rely on printed materials mailed to them to either decide where they will go for a purchase or actually make the purchase. Integris marketing cites a study by the U.S. Post Office, which reports that 80% of consumers view and/or read their direct mail, and 50% of households have ordered products from catalogs. Conversely, many people have spam filters that keep out marketing emails, or simply do not even bother opening these types of digital messages and just move them right to the trash.
More Resonance Among The Highest Earners
Even for companies that do not market B2C, they are often targeting a specific business owner or high level executive for B2B media marketing campaigns. For these top-earning Americans, print media is extremely important. Adage.com reports that 93% of this population read hard copy magazines, while less than 30% read them online. Similar statistics were shown for the reading of newspapers. This means that if you are targeting wealthy business owners or financial officers, you are more likely to increase response rates of cross-media marketing campaigns using print media than digital media.
Sales professionals and business owners have numerous options when it comes to pursuing new business through media. Despite its age, print media remains a hugely vital aspect of any advertising effort. Use print media wisely in tandem with other media elements today so that you can grow your sales by improving the response rates of cross-media marketing campaigns.
Mark McGuinness of Lateral Action guest posted a terrific blog at Copyblogger: Are You a Marketing Artist or Scientist? In it he describes two distinct tribes that most marketers fall into (1) the right-brain types that like to create and find inspiration in coffee shops journaling and brainstorming about their next blog, podcast, video or creation or (2) the left-brain types that are most on fire when they get to use gadgets to crunch numbers, run split tests or compare data sets.
McGuinness explains it matters not which camp you fall into. What matters is that both camps work closely together to achieve optimum marketing outcomes for your organization. While ethereal writers can create magnetic content in itself it isn’t marketing until the scientists optimize it to be found and shared on the web.
And while marketing scientists are terrific at setting up variable data projects,analysis models and optimizing content to be keyword and SEO rich and for capturing names and IP addresses via landing pages and micro sites, they aren’t good at creating copy or content that screams read me, share me, and use me to make your buying decision right now!
You Need Both Disciplines to Succeed
McGuinness goes on to say that while at one time you could succeed with just killer content or killer PPC, now you need a mixture of the art and science to succeed. Dave Reibstein, co-author of Marketing Metrics, agrees.
Read Reibstein’s full excerpt here about blending the art and science of marketing.
Allen Weiner of Gartner for Marketing Leaders shares three companies that he feels is blending the art and science of content marketing marvelously well. In his blog post, Understanding the Art and Science of Content Marketing, Weiner gives the thumbs up to Home Depot, Nike’s Better World micro-site and The Waffle Shop.
He says all three think like publishers in blending their content with proper workflow and outcomes. Home Depot succeeded by driving 29 million DIY-ers to a YouTube video on the forgotten art of whiskey barrel making. Many showed up in the store to buy materials and give it a go.
Nike’s Better World succeeded with its content by using HTML5 to present a scrolling storyboard explaining its company’s green initiatives and The Waffle Shop doubled connects with its customers through a live stream of customers sharing comments good or bad live at a Pittsburgh restaurant.
Is your marketing organization set up so the scientists can teach the artists and vice versus? Tell us in the comments section below.
When Savvi Formalwear, a group of 35 independent formal wear retailers, wanted to connect with more soon-to-be brides, it chose the print and digital trifecta — direct mail, email and personalized landing pages.
All of Savvi Formalwear’s direct mail pieces were personalized using variable data printing (VDP), with coupons or incentives such as the two free airline tickets shown in the postcard in this post and a PURL that drives brides to a landing page with a store locator and Savvi Formalwear branding.
Savvi Formalwear is using the campaign to capture more of the $1 billion formal wear industry, that like other industries, has suffered because of the 2009-2011 recession.
Not coincidentally the majority of Savvi Formalwear stores are located on the west coast where nearly 20% of the formal wear transactions occur. In these 35 stores, Savvi Formalwear is trying to lure as many of the two million brides that get married every year to their stores and services as possible.
SOURCE: IBIS World Report, Formal Wear and Costume Rental in the U.S., May 2012
Savvi Formalwear’s campaign, named SavviOne, included weekly mail drops across the U.S. and Canada to promote formal wear to couples planning their weddings. Using the power of personalization, Savvi Formalwear significantly increased the engagement and conversions in its multi-channel promotional campaign, according to Mark Morrow, president of Savvi Formalwear.
SOURCE: Case Studies, www.montagedigital.com
Bride Puts Money Toward Print Pieces Not Cake or Dress
While most brides can spend the majority of their wedding budget on elaborate centerpieces, cakes and designer dresses, bride Robin Nelson, who works in the printing industry, invested her wedding dollars in a cross-media wedding campaign.
Nelson said the campaign enabled her to gather more information about each of her guests to organizing the wedding to taking advantage of technologies that count RSVPs and help brides budget for dinner, drinks, the rehearsal dinner and after-ceremony reception.
SOURCE: “Happily Ever After: A Cross-Media Wedding Campaign” by Robin Nelson, XMPie Blog, Oct. 12, 2011
With the use of variable data printing, there was no confusion on head count at Nelson’s wedding. Nelson attributes this to her guests who updated their RURL (Response URL also called PURL for personalized URL) especially in regards to how many children who would be coming with them).
The information Nelson got from her guests through the landing page they responded to allowed her to stay within budget, update her guest list and create a seating chart.
Nelson also downloaded the XMPie Marketing Console iPhone app that allowed her to provide final head counts and meal preferences to her caterer and vendors through report on-the-fly report technology.
So while some brides like the visual trimmings (cakes, bridesmaid’s gifts, etc.), savvy brides are tapping into VDP and digital technology to make their wedding planning less stressful and more personalized to all involved.
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