Implementing Cross Media Solutions: Are You Up to the Task?
Printers with an eye toward expansion—or perhaps even survival--need to look beyond the iron on their shop floor, as marketers and print buyers seek creative methods to engage and target their audience.
Printers with an eye toward expansion—or perhaps even survival--need to look beyond the iron on their shop floor, as marketers and print buyers seek creative methods to engage and target their audience. Savvy printers are doing just that, supplying highly innovative solutions that cross multiple...
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“The more customers like what you see, the less likely they are to leave that relationship,” says Dana. “For many printers, it’s a missed opportunity.”
Achieving Success
AlphaGraphics in the Cultural District (Pittsburgh) is a great example of a printer who wanted to show customers their new capabilities. A new campaign theme “Use Your Coconut, ” invited the target audience to use their coconut both literally (referring to the furry brown fruit that grows on tropical trees) and figuratively (as in, using your brain for thinking and learning).
The multi-channel, self- promotion campaign was designed to educate their clients about the true power of direct mail, especially when approached as an integrated, multimedia marketing campaign. A real coconut was mailed to customers, along with other related direct mail pieces. The objective was to position AlphaGraphics as thought leaders in direct marketing and full-service providers not only of print, but also design, mailing, and a broad spectrum of marketing services.
Specific results for this campaign were:
- The first and second phases of the campaign achieved a 46% response rate – more than double the original goal
- Welcomed over 40 guests to executive marketing workshop – for almost a 50 percent conversion rate
- The campaign led to several new multi-channel marketing campaigns plus many new leads. Preliminary ROI calculations show that Alpha Graphics could realize more than 200 percent ROI from the direct mail campaign
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