Elements for Success
Here are several things to keep in mind when it comes to successfully designing and implementing multichannel solutions:
• It all starts with good data. Managing the data used in a multichannel campaign is crucial. You will need to work closely with your customer to understand the sources of data available about their customers and prospects, from flat file data to data stored in more sophisticated relational databases. Examining the data available about preferences will help develop a campaign that is highly personalized. It is essential to cleanse the data to ensure accuracy and bolster results.
• Keep the message consistent, but vary the approach to leverage each channel’s strength. For example, direct mail needs to deliver its message with a concise and attention grabbing approach, whereas video is a great medium for telling a story in a warm and personal way. Keep the message consistent, but take advantage of the strength of each particular channel.
• Make sure your customer is prepared for real-time response. You can help ensure that your customer’s multichannel campaign is a success by advising them about the need to align their internal resources, from sales to customer service, so that they are prepared to respond quickly to inquiries, meeting the expectations that these channels create with their customers.
• Track results. Keeping track of the success of your customer’s marketing campaign, by channel, will offer rich insights into where the target audience can most effectively be reached. Doing so will also help you evaluate and fine tune multichannel campaigns with your customers to ensure that messages are being communicated effectively in each channel.
Your print customers are looking to leverage every opportunity available to reach their target audience with a consistent and personalized message. Offering effective multichannel solutions is an excellent way for printers of all sizes to move beyond a traditional product and services portfolio and become trusted marketing consultants for their customers.