Posts tagged Multi-Channel Marketing
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.
*QR Codes are a registered trademark of Denso Wave.
When a Dallas-based advertising agency, VLG, needed to engage prospects, it opted to show off its interactive technology through a sitelet or mini-site. The sitelet used a mock company called Crescent Bluffs to demonstrate the amount of time VLG could engage the prospect in the demo.
I was engaged for 1 minute 41 seconds. I took VLG’s bait of virtually opening a hotel door to a room with a virtual key on the screen. I was then asked to meet them in the lobby and then in the restaurant to have a virtual lunch; and at the end of the lunch a virtual note appeared on the screen announcing how long our business courtship lasted. VLG then asked me on the screen if I would be interested in learning how to conduct my own sitelet campaign to create new business for my company.
VLG’s campaign, Accept the Invitation, began by mailing a hotel napkin and faux hotel key with a note that read, “Let’s Meet.” The note sent prospects to a mini or microsite for a faux hotel named Crescent Bluffs. You can walk through the prospect experience here.
Because of sitelet successes such as VLG’s, other agencies and companies are using sitelets to launch a product, provide support functions and for targeted advertising campaigns. By using a separate domain name, you can choose a unique descriptive URL that pertains specifically to the campaign.
Flash, online databases and advanced programming can be combined to create powerful customer support tools. It is possible to preload your existing offline data or structure an entirely new database.
Another key benefit of using a targeted sitelet approach is that you do not have to significantly modify your existing company website for a specific campaign. You will want to integrate links and content for maximum exposure, but this is significantly easier than modifying website navigation and page structure.
How can you use mini-sites to bring in business?
Other than identifying a known brand name and automatically knowing the size of the company, have you ever thumbed through a publication or web portal, become impressed by a company’s logo or tagline, only to learn that this company wasn’t nearly as large as you thought? It happens to me all the time.
I see polished ads or brands in business publications or at blogger sites. I then check out their web traffic at Compete, or look up their staff page on their website to see how large they are. I then acknowledge that they’re pulling off such a fabulous branding being the small fish in a big pond.
Moresource Plays Full Out with Ad Campaign
There is something very classy, catchy and memorable about an ad series done well. Moresource, a Columbia, Mo. based human resource company, gets my kudos for executing a successful ad series in the Kansas City Chamber business magazine, KC Business.
I liked that the owner of this three-person firm, Kat Cunningham featured herself with a client in each ad, used a QR Code®, included both a mention of Facebook and Twitter on her ad. She also stepped up by running a full-page ad, and obviously paid for a professionally designed ad and logo.
How Your Small Business Can Look Bigger than You Are
While it’s not always easy to win customers from larger competitors, technology has leveled the playing field and made it possible.
#1 Re-target your online ads vs. overspending for paid search.
Re-targeting lets you focus your ads exclusively on people who have already engaged with you online. You can re-target ads to people who have opened an email, searched for keywords or been on your site and left without buying anything. Site re-targeting is effective because these people are already interested in your products or services.
#2 Don’t cut corners on image or execution.
The quickest way to look small and amateurish is to put something into the marketplace that is poorly designed, poorly worded or filled with grammatical errors. If you’re going to send a postcard, make it the best designed card, on the best paper with the best call to action imaginable. If you’re going to run an ad campaign, make sure you develop the best creative, best frequency needed for results, and test all the back-end components such as the landing page URL, QR Code (that it scans and bridges your prospect to a site that further engages them), and best greeting upon their action. Does someone answer the phone before the third ring? Who is in the loop of the campaign and can answer questions intelligently? Does the eReport download without glitches once the prospect hands over the required lead info?
#3 Don’t build it, buy it.
You can launch a professional looking website quickly and without the absorbent costs of hiring programmers. Services such as Weebly or Yola have helped many businesses launch for a few dollars a month. Their drag, drop, type and upload technology further levels the playing field for all businesses and budgets.
Need an e-commerce store? Use Shopify.com or SquareSpace. Need to accept payments? Paypal is the answer. Want to provide live customer service online? Consider BoldChat. Chances are what you need already exists and can be accessed through open source, monthly lease, or shared software.
SOURCE:“Look Like a Big Company Without Spending Big Money,” by Scott Gerber, Nov. 30, 2011, Small Business Advocate.
#4 Don’t cut corners on your print collateral.
Find a graphic designer and print partner who produced the image materials of companies you admire and work with them to build your brand. Even in a digital world, you still need business cards, letterhead, pocket folders and mailing labels. Don’t short-change your business by trying to penny pinch you’re way through your collateral. If you and your three biggest competitors had materials sitting on the table in front of the customer of your dreams, who would they pick and why based on image alone?
QR Code is a registered trademark of Denso Wave.
Mail is still first class in the eyes of 73% of consumers in America who still prefer to receive direct mail for brand communications. So despite all the press and pixels that social and email marketing get, direct mail is still tops in the eyes of consumers.
Despite the exposure of digital channels, direct mail is expected to grow 1.4% annually for the next five years to $13.8 billion.
Personalization Makes Direct Mail Even Hotter
Companies that gather data on customers who segment the information into relevant marketing communications delivered via variable data printing win big with double-digit responses.
If you are a marketing leader who invests in direct mail as a channel, do you consistently ensure what you send out is variably printed and designed? Consumers expect communications to be relevant across all channels, including direct mail.
Discover credit card company targets its list based on different customer attributes and then tags each piece with a personalized invitation number. “Direct mail is a great way for us to target consumers,” says Laks Vasudevan, Discover director of acquisition. “It’s our most targeted platform.”
Pull the Trigger
DSW sends personalized birthday postcards with offers to its 20 million plus rewards members. Who wouldn’t want $10 off a new pair of shoes as a gift to self?
And there’s something special about getting a real card with physical value versus a mass email with fashion tips, according to Kelly Cook, DSW’s Senior Vice President of Marketing.
When the company tested sending birthday coupons via email, it didn’t perform nearly as well as direct mail.
Give Your Customer What They Want When They Want It
Long gone are the days of sending one universal offer to everybody. For instance, I recently received a special offer for a college loan for my children from my bank. Yet, I don’t have children. I know the marketing team at my bank and I know they have access to some very sophisticated database tools to monitor my account activity and have done a lot of data mining, they failed to connect with me as a valued customer.
Give your customers the perks they want when they want and don’t delay. With today’s 24/7 marketing automation systems, there’s no excuse.
SOURCE:Direct Mail Advertising in the U.S., October 2012, research report by IBISWorld.
SOURCE:“Direct Mail, Evolved,” by Dianna Dilworth of Direct Marketing News, March 01, 2013.
Remember how fun it was as a kid to dig into a box of Cracker Jacks® caramel popcorn and get that treasured prize inside the box? Well history repeats itself with Alo’s Free Music in Every Bottle campaign.
Alo, makers of an aloe vera health drink, have a marketing tagline — Goodness From Inside Out ™. I like their juice drinks and occasionally pay the premium price of $2.50 a bottle to treat my taste buds to something “pure” for a change.
Now Alo has developed a multi-channel marketing campaign to enhance the user experience by adding a QR Code® on each bottle that allows you to download an MP3 compatible song that they deem as music made for the flavor.
After downloading the song off my bottle, I received this email from the company:
Goodness has arrived. Download your ALOtone track to your desktop and drag it into your iTunes. You can also take it on-the-go by syncing your iTunes with your iPhone. We think music is best enjoyed with friends, so share it with everyone and press play.
Download your free ALOtone™ here:
Free Music in Every Bottle
Surprisingly, I believe the company has nailed this one. When I purchased a bottle of Alo Enrich, the pomegranate and cranberry flavored Alo, I was compelled to download the free music “for my mind.” The iTunes compatible song, Optimistic Bloom, was a new age bubbly rendition that really did remind me of drinking the Alo juice that contains small, round alovera pulp that bursts on your tongue when your drink the beverage.
Alo is milking its campaign for all its worth with a PR and media blitz and goes the extra mile by including marketing copy on its bottles that promote the campaign and drink-specific song.
The ALOtones are marketed as “taking you to another place combined with an enhancing mix of pomegranate, cranberry and aloe vera. Together, they’re crafted to promote positive thinking and take on free radicals with a fresh boost of musical Optimism.”
The company describes its new multi-channel marketing combination of QR Codes, packaging and song as the “Free Music in Every Bottle” campaign. I call it pure brilliance and one of the first QR Code campaigns that makes sense, rewards the consumer with a true treat of value, and in addition to keeping them purchasing the premium drink, they probably will chat it up among their friends, fellow yogis, runners, or health nuts in their circles.
Congrats to Alo for its innovative marketing and award for the Best Functional Drink Consumer Campaign at the Beverage Innovation Functional Drinks Awards last year.
QR Code is a registered trademark of Denso Wave.
Cracker Jacks® is a registered trademark of Frito-Lay
Two years ago in April, Seattle’s Union Gospel Mission saw a dramatic drop in donations simultaneously with seeing a dramatic increase in homeless cases.
Based on advice from its marketing agency, it learned that the days of single-channel marketing were over. Donors now function in a multi-channel mode. Even if a direct mail acquisition piece is sent with a response mechanism, 40% to 60% of donors will elect to do further research online, according to Masterworks.
According to a 2010 study by Convio, most nonprofits continue to apply a traditional direct mail centric acquisition model to target Baby Boomers and other younger donors who make it onto available rental lists. For many, the answer has been to augment their direct mail with an online push. Internet fundraising has grown strongly, but most major mailing nonprofits have reported almost a 20% decline in new donor acquisition over the last five years. “Houston, we’ve got a problem.”
Reversing Dwindling Donations by Pulling Out All the Stops
Union Gospel Mission built a multi-channel campaign to reverse the trend of declining donations. By building a campaign that included radio, direct mail, print (posters and press releases), promotional items, telemarketing, email, and landing pages, Union Gospel Mission grew donations by 2% and has continued this increase year after year.
The campaign slogan Union Gospel Mission crafted was “One Meal…One Hope.” One meal spoke to the needs of the poor and homeless while one hope offered the outcome donors wanted – a promise of a future through the mission’s work rebuilding broken lives.
SOURCE:Masterworks, Seattle-based integrated marketing firm
SOURCE:The Next Generation of American Giving, Convio, Edge Research, Sea Change Strategies, March 2010
The direct mail letter solicitation spelled out clearly how far the donor’s dollars would go in helping the homeless – $1.98 would feed one person and $19.20 would feed 10 people.
The landing page you see below helped put a face to the cause by thanking the donor for feeding Don and turning his life around by getting him off the streets and back into society and into church.
Multi-Channel Campaign Generates Huge Lift
Union Gospel Mission’s campaign exceeded expectations by making 7 million impressions. Website traffic to the mission grew 57% at a time when other missions were losing traffic and seeing income declines. Seattle’s Union Gospel Mission grew its donation by 2% and continues to see this upward trend now that it’s using multi-channel campaigns.
Six Rules of Multi-Channel Marketing
Are you implementing multi-channel marketing programs in your organization or nonprofit? If so are you sticking to these six requirements outlined by The Nonprofit Times below?
- The optimal deployment of media should be driven by voice of the customer (VOC) learning to ensure both relevance and effectiveness.
- Key elements of the multi-channel mix must be deployed according to the individual opt-in preferences of customers and prospects.
- The multi-channel mix must provide customers and prospects with choices so they can communicate with the marketer via the media mix of their choice.
- The channel mix must meet requirements 1 through 3 in accordance with the timing and frequency determined by that individual’s opt-in preference.
- The channel mix must offer a completely integrated experience. All the elements must complement each other, support each other, and send coordinated messages to customers and prospects.
- The channel mix must be responsive. If the organization alienates or abuses a consumer, we can expect to hear about it in a public forum if we do not resolve it privately.