The world is abuzz with the concept of utilizing cross media marketing as a tool for businesses to create and grow profitable businesses. While this isn’t exactly news for technology and communication-based industries, print service providers are finding that it is becoming increasingly vital to add to their menu of value added services.
Integrating Multiple Channels with Print
At first it might seem difficult or impossible for cross marketing to be integrated with wide-format imaging. Our experts show how it can be done effectively and with flair.
Larry Zusman, Director of Video Personalization at XMpie, stresses the importance of adding value to wide-format imaging by linking it to other channels of communication.
“The goal of cross media marketing is to extend the conversation and to add value in each media and communication vehicle they are working,” says Zusman. “The way you extend media in print is to use online and offline media. There’s a lot of work being done on wide-format now for signage.”
Zusman discusses the way in which some wide-format PSPs are encouraging people to go one step further when it comes to learning about their companies or clients. Zusman gives an example of a large piece of signage that might be used in a museum as an advertisement for a particular show or event. Instead of simply presenting the pertinent information, a company will add a Quick Response Code to the poster to link the signage to drive more traffic to a website. A QR code is a type of barcode that can be placed on anything that is printed and can be scanned by any virtual device to direct the consumer to a website to gain more information about a product or service.
XMpie takes using QR codes to a new level. The company has a system that allows QR codes to be added to personalized online video supported by any mobile device. Personalized online video is becoming increasingly popular in the business arena, giving the client the ability to personalize each video and direct it to a specific client rather than producing one single video that may well ignored by many as being a generic sales tool.
Donna Vieira, Vice President of Marketing at interlinkONE, says, “We do not live in a world of singular communication. No one medium exists independently from the rest. At interlinkONE, we employ a wide variety of marketing strategies. We are active on social media channels, including Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, and Instagram among others, which is a great way to keep in touch with our base.
“Additionally, we are big fans of content marketing,” Vieira adds. “Blogs, articles, media outreach, white papers, webinars - whatever we can create for our audience. This is a great way to keep our prospects and fans entertained and educated. We do a good amount of mailing and emailing, as well. We want our message delivered right in front of our prospects. Mail and email are still the best ways to do that.”
Margie Dana, Founder of Print Buyers International, uses mostly online content for her business.
“These days most of my marketing is online – but my business is different from PSPs. Here’s what I use: weekly email newsletter (since ’99), multiple daily posts to Twitter, participation in a few strategic LinkedIn groups, regular posts on my corporate FB page, [and] public speaking whenever I can.”
Additionally, Dana has written three books which sell from her website and has recently conducted a new market research project, which is based on a survey of professional print buyers.
Benefits of Cross Media for the PSP
Zusman believes that many people aren’t utilizing cross media marketing simply because a lot of people don’t know the benefits. One of the main reasons to use cross media is to increase the response rate, which is often relatively low with traditional print campaigns. Zusman points out the benefit of using personalized video over traditional print.