Demystifying Cross Media Marketing for New Revenue Growth
What is cross-media? A Cross-Media campaign is one that connects one medium to another.
Example: Adding a personalized URL on a direct mail piece connects the printed piece to the internet.
Recipients are marketed to using one channel, i.e. direct mail, email, mass media, and are given the option to respond using another channel (internet/landing page).
Various technologies such as PURLs, GURLs, QR codes, IMBs are integrated into the message to enable personalization, data capture, and tracking.
Response data is collected in real-time and displayed via an online reporting dashboard 24/7. This provides measurability and a quantifiable ROI.
What is multi-channel marketing? Using two or more different marketing channels simultaneously to reach a customer and increase effectiveness of marketing campaign.
Direct Personal Communications - direct mail, email, sms
Leveraging important “unique” data about the person
Mass Media - Radio, Television, Web Ads, Retail signage, etc.
Social Media - Facebook, Linked In, Twitter
The concurrent communications reinforce each other and are funneled into a single data collection point (the landing page).
The goal is to generate a dialogue with the respondent and gather intelligence for future communications. Tracking is key.
One dimensional is limiting
One dimensional marketing misses a large percentage of prospects that otherwise might respond to a campaign.
We need to “connect” with each person utilizing their preferred marketing method
InfoTrends reports that leading marketers today are using 3, 4, or 5 touches per campaign.
Why connect to the web?
66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says.
Source: Jupiter Research
Fact of life… “ 78% of all people read their mail over a trash can.” -USPS/DMA Survey
Marketers are looking for help
“ The industry average for direct mail marketing is 1.3% response rate.”
Source: Direct Marketing Association
Typical response rates can vary between .3% and 3.4%
What is your average response rate?
“ Companies that utilize relevant graphics and text can see a 2-5X lift in response rates” Source: PODi
Mobile marketing & QR codes
Mobile Marketing has hit mainstream
In June 2010 – 93% of total US population were mobile subscribers
Unlimited data and text plans are pushing usage almost beyond voice
What are they?
Have you used them yet?
They look like this:
QR code use cases
Add them to any print advertising, flyers, posters, invites, TV ads etc., containing:
Twitter, Facebook, MySpace IDs
a link to your YouTube video
Social Media “ Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” “ A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. “ Just a fancy way to describe the bazillion conversations occurring online.
Social Media Across all generations, more people than ever are using social networks
Pulling it all together… social media purls email direct mail QR Codes sms text
A fully integrated multi-channel marketing solution www.BillGates.MySpecialOffer.com Real-time Dashboard
Let’s review some real-life campaigns
National liberal arts college located in Meadville, PA
Student population of approximately 2,100.
Allegheny, like many colleges, had been treating its young alumni the same as the rest of the alumni population.
However, they were finding that this segment needed to be engaged in a different manner.
A cross-media campaign was developed to connect with young alumni.
The goals of the campaign were to:
Increase the engagement level of young alumni
Increase participation rate from young alumni in the Annual Fund drive
Direct mail : A personalized direct mail piece was sent to all young alumni.
There were a total of 21 variables in the direct mail piece including copy and imagery.
The personalization focused on the recipient’s involvement at Allegheny, graduation year, and donor status.
Email : An email announcing the Top Class Challenge was sent to alumni just before the direct mail piece was delivered.
Two follow-up emails were delivered. The emails were personalized with 30 variables and gave updates as to which class was in the lead for the “Top Young Alumni Class” recognition.
Web: The direct mail piece and emails contained personalized URLs (PURLs) that alumni could visit. Once there, they were encouraged to make a donation.
Allegheny College was very pleased with the response to this campaign.
Raised $3,725 from 66 donations to the Annual Fund
32% of the donors increased their gift size compared to the previous year
Increased the number of donors from the young alumni segment by 11%
Massachusetts College of Pharmacy & Health Sciences Boosts Alumni Reunion Participation Levels with Direct Mail Campaign MCP&HS
The Massachusetts College of Pharmacy and Health Sciences wanted to reach out to alumni and boost registration for an upcoming reunion.
Increase the number of alumni participating in an upcoming reunion
Test the effectiveness of personalized URLs for gathering information
Gather information about alumni that could be used for future contacts and fundraising efforts
MCPHS’s in-house design staff created an oversized, full-color postcard and mailed it to 2,560 alumni.
The mailing list was a subset of the 20,000 alumni slated for reunion..
The text on the card directed the recipient to the personalized URL, and the first image the visitor saw was a class picture from his or her graduation year.
The site also gave a schedule of the events for the reunion and asked the person to register for the reunion online.
They were given a chance to win Boston RedSox tickets for updating information
5.5% response rate
Alumni were able to:
update their profiles
check out reunion events
contribute to class gift
reconnect with old friends
The college was able to access and save info collected and use it for future communications