Lots of chatter this week about the who, what, where, when, why of executing a multi-channel marketing campaign and how to maximize the budget. Here are some insights for you to think about.
Multi-Channel Marketing means that you are communicating the same message across different arenas. PRINT, DIGITAL, WEB, EVENTS, and OUTBOUND. Check out my pie slices below. It’s critical to know that the best way to make these different channels perform their best, is to ensure they are following brand standards, directed to your hyper-specific target audience, timed well, have measurement capabilities and that all the channels are intermixed with each other. Meaning that the words, images, colors, logo placement, music, voices, casting, etc. are the same across each piece. Otherwise, you’re breaking the recognition pattern to your prospects and loyal customers. Think of it this way – if you laid your companies print marketing pieces together on a table – do they all look the same? If the answer is no, then it means it probably looks like a variety of different businesses. If you can’t tell your business apart from the others, then your brand is probably broken and you’re wasting your money.
Mutli-channel marketing can be some of your largest expenses but it’s for good reason. We’re maximizing your message in a variety of targeted ways to talk to the right people at the right time and most importantly with frequency. Just because you tell them once (like sending a postcard one time) doesn’t mean they will remember you. Not to mention with some vendors, we can get a multi-channel media buy discount.
In short, if you want to get noticed, and you want to maximize your exposure with your precious marketing dollars – make sure you’re touching your prospects at least 7-10 times with the same message in a set time frame. You’ll find you’ll get the greatest results.
As always, if you need help digging in, just snag an Engage60 consultation with me.
Engage60 is a heavily packed 60-minute working engagement where we can dig right into a project you’re working on. My consulting time is a rapid-fire eruption of ideas that are inspired by what you think you need against what is actually needed to deliver you results. We dig into what your business is, who you are serving, and how you want to grow. My brain is on fire at this point, adding up a variety of marketing ideas that could help you reach your goals.
I promise that you will leave this session with a list of ideas, resources, action steps, and more! It’s a great way to experience how I work and to see if I’m a good fit for your business.