The Role of Print in Cross-Media Campaigns

After my older son, Jeff, who is Executive VP at ARTCO, had  donated the printing of the complete stationary program for Frosina (a new, non-profit Albanian cultural and immigration resource), from time to time  I publish ARTCO’s e-grams offering helpful  business marketing tips.  Here’s the latest one:

Author: ARTCO

Print is the foundation of an increasingly complex cross media environment. Consumers are enjoying more connectivity and control than ever before. This requires a fresh look at your creative approach, value proposition, media mix and budget— not only the cost of individual elements of a campaign, but also any required investment in technology and training. A clear strategy is essential for success, building on the fundamentals of marketing: understanding your customers and meeting their wants, needs and desires.

Identify the purpose of each tactic. The idea isn’t to throw every cool new technology into the mix; it’s to combine the components in such a way that the result is a successful campaign based on reach, frequency and response rate. Establish contact by mailing a customized postcard, letter or self-mailer that drives the reader to a personalized URL. Offer the option of connecting to the site by either entering a Web address or scanning a QR code. Here the respondent can sign up for an email list and find links to your Facebook and Twitter accounts, opening the door to regular communication. Make sure content is consistent in message, look and feel across print and digital platforms.

Move beyond simple demographics. It’s tempting to use basic information, such as gender, age and income, to guide your marketing efforts. Go a step further to understand what your prospects care about. Today’s consumer wants to be an individual, not a segment. The more personalized an offer is (the right message delivered in the right way), the more inclined the target audience is to respond favorably.

Measure your success. The diverse spectrum of media options has created an intense demand to demonstrate return on investment. How will you define success? Connect each element of the cross-media campaign to a reasonable target. For example, state that the direct mail piece will drive a certain number of hits on your website, and the website will entice a defined percentage of visitors to request more information. This, in turn, will result in a specific amount of new business.

The convergence of print, online, mobile, and social media empowers consumers to respond in the way they prefer. Keep an eye to the future; be ready to embrace the next innovation that will give you one more option for delivering relevant content to your target customers.

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