Posts Tagged ‘cross media marketing’
Direct Marketing with Social Media
Friday, May 15, 2009
For many marketing professionals the concept of cross media marketing is evolving. This definition no longer includes just print, email, and personalized URL’s. With the expanded adoption of social media, many marketers are looking for ways to include social media like blogs, LinkedIn, and Twitter in their marketing efforts.
As with any cross media campaign you can easily engage prospects, and gather information by using print, email, and pURL’s ( personalized URL’s ). At Allegra Print & Imaging we are seeing an increased demand to help marketers build an online community. One innovative approach is to tie together a multi-channel approach the gives respondents an opportunity to connect with social media.
One example is a recent campaign that was launched for the Girl Scouts. A multi-channel campaign was developed that included variable data post cards, email, and a pURL ( personalized URL ). The theme of the campaign was “Support the Sash”. This email and direct mail components drove respondents to a pURL ( personalized URL )where they were asked if they were interested in donating or joining a Facebook cause page. In additional to significantly improving the average donation, the campaign also engaged respondents in the online community. More than 45% of the responders joined the Facebook cause page.
By creating an online community this important non-profit organization has the ability to continually nurture this group of alumni. Over time this ongoing sense of community will create a more active alumni base and ultimately drive incremental donations that they would not otherwise been captured.
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Avoid the Top 10 Mistakes in PURL / Cross Media Campaigns
Tuesday, March 31, 2009
Cross media campaigns and PURL (personalized URL) technology are becoming more common, but having any old purl doesn’t mean you will drive ROI…. With experience in hundreds of campaigns we’ve developed a great sense of the mistakes made and what attributes you’ll need for a successful campaign!
Mistake #1 - Don’t start with the business result in mind. Before you start any campaign details define the outcomes. Is it lead generation, cross selling, customer loyalty? Put specific metrics to what a successful campaign would be.
Mistake #2 – Don’t segment your audience. With the power of variable data printing and personalized URL’s you can easily deliver a different message to each client segment. Use the power of the technology to drive results.
Mistake #3 – Don’t clearly identify your call to action? With every customer communication that you send put yourself in the recipient’s shoes and ask yourself “what do you want me to do?” Make sure that you clearly state your call to action. Log on now. Click Here to Register. Download Here
Mistake #4 – Using cheap data. If you use bad data you will get poor results. Be sure your internal lists are clean, or use a data complier that consistently updates their information. If you purchase cheap list you will pay to print, mail, and email prospects that will never get the message.
Mistake #5 – Ineffective print media. Many cross media campaigns start with an outbound direct mail piece. If the recipient never looks at the piece the whole campaign breaks down. Have your direct mail professionally designed and copy written to ensure success.
Mistake #6 – Ineffective outbound email. Make sure that your outbound email is optimized for the most common email systems. Avoid designs that can’t be seen without “downloading Images”. Also, be sure that your message will not get caught in spam filters.
Mistake #7 – Overly complex personalized URL’s (pURL’s). Remember that the goal of a pURL is to engage customers, gather information, and measure results. By putting long flash intros, or an excessive number of links the respondent will not know what action to take. Keep it simple!
Mistake #8 – Asking too many survey questions. If you want to keep respondents engaged keep your survey to less than five questions. We recommend keeping it to three questions. Ask only the most important pieces of information. If you are respectful of the respondent’s time you will be allowed to ask more questions in the future.
Mistake #9– Don’t engage your sales team. The most common result of cross media purl campaigns is that it generates interest in your product or service. Once the recipient has logged on it is essential that the leads are sent to your sales team. Studies show that conversion rates are significantly higher when a lead is contacted within 4 hours.
Mistake #10 – Expecting results with a single touch. The most effective campaigns are those campaigns that use multiple channels to communicate, and they have a series of touches. We recommend a minimum of three direct mail touches and two email contacts.
Learn more about direct marketing and personalized URL’s by visiting Allegra Arizona at http://www.allegraaz.com/