. Cross Media Marketing and advertising is a way for marketers to both increase their advertising and marketing ROI whilst also gaining much more visibility. It is 1:1 targeted marketing which makes it possible for for the interaction of your marketing and advertising across print, e-mail and the net.
Greater ROI from Cross Media Marketing and advertising comes from greater response prices. The larger response rates are the outcome of customized get in touch with with your prospect, rather than the traditional shotgun strategy to marketing and advertising. Let me give you an instance.
As soon as a client hires me as a advertising and marketing consultant, I lead with questions like this.
How was your enterprise final year?
How significantly development would you like to see this year?
Describe your excellent customer to me. (All organizations have some customers that contribute to their bottom line greater than others do. Organizations know this, but they could by no means have in fact identified specifically why these consumers are their “preferred” type of customer.)
After you figure out what makes the perfect customer, how do you discover a prospect that would be that perfect buyer for your organization?
How do you pre-qualify a prospect to make positive you’re not wasting your sales time on the wrong particular person?
How massive of a benefit would it be to you to be capable to ask just a few queries of your prospects to see if they match your definition of your excellent target customer?”
I ask my client if they have a produced a marketing and advertising plan that identifies the traits that make up their excellent consumer. Some companies have carried out this, some haven’t. My job as a marketing and advertising consultant is to assist them collect data that they need to have to efficiently define their target audience. Then use the data we gather to develop a marketing plan that focuses on bringing them their perfect customer.
I will introduce the Cross Media Advertising concept as a tool that I use to gather information from the current consumers that are their “best” consumers and use the information I collect to develop a targeted advertising and marketing campaign directed at their prospects. The info the prospects reveal as they participate in the campaign will be employed to decide if the prospect fits the definition of my client’s best client.
Let’s pretend I want to sell to a Recreational Car dealership. I get an appointment with the advertising and marketing manager and go through my presentation with him. Let’s say he admits their sales fell off the previous couple of years and they are not sure how to bring the sales back up. They genuinely want to increase accessory sales to RV owners.
I explain how we can use their existing database of happy clients and create a campaign utilizing e-mail and variable information print to survey their very best accessory clients. The inquiries we ask in the survey will be utilised to find similarities among their ideal customers. As an incentive for the consumer to take the survey, we can offer to enter them into a drawing for a $ 500 present card or use some other promotional item.
The similarities could be factors like age, earnings, how they use RV, other hobbies or interests the owners have, and so forth. Then after that data is analyzed, we look for recurring patterns among the majority of the consumers. This data is used to create a profile of the best buyer for that dealership.
In the subsequent element of the campaign, we use that profile to produce parameters we give to a mailing list firm. Rather of getting a list that will only blanket a geographic region by zip code, we get a list of pre-qualified prospective RV purchasers. We create one more campaign to connect with the pre-certified prospects, hopefully resulting in sales for the dealership.
Let’s look closer at the Variable Data Postcard. The postcard will have data fields inserted into the design and style of the card. The variable data fields can be for the customer’s name, pURL, sort of RV they bought, the date they purchased it, image of their distinct RV, and so forth. Any information the dealership has collected about the consumer can be used as a variable field on the card.
That postcard has data in these fields that is relative to that distinct recipient so we refer to it as a 1:1 postcard, or as a customized postcard. A personalized postcard is the precise opposite of a static postcard. A static postcard has the exact same information on every recipient’s card with the only variable data being the address that is printed on the card. Static cards are blanket advertising whereas a personalized postcard is targeted advertising and marketing.
Both static and customized postcards are forms of direct mail. There is a larger expense to produce the customized postcard. So, if a client looks only at the value to print and mail the cards, he may well balk at spending the income for the personalization. It’s my job to provide him with info about the relative effectiveness of static versus customized campaigns to get him to consider the cost per response, rather than the price to generate the mailing piece.
Static mail campaigns are lucky to receive a 1 – 1.five% response rate, but personalized mail campaigns can have 10%, 15% or even higher response. Let’s appear at an example that compares a static mailing with a 1.five% response rate to a personalized mailing with a ten% response rate.
Let’s pretend we’re mailing 3,000 static and 3,000 personalized postcards. The static cards price $ .50/card and the customized cards expense twice as considerably at $ 1.00/each and every. The production cost for static cards is $ 1500.00 and the expense for personalized cards is $ three,000.00.
The static card only generates 45 responses (3000 cards x 1.5%). When we divide the $ 1500 production expense by the 45 responses we see the price per response is $ 33.00.
The personalized postcard’s 10% response price means there are 300 responses (three,000 cards x ten%). Dividing the $ 3,000 production cost by the 300 responses, you see that the cost per response for the customized vehicle is only $ ten.00.
Although the production cost is twice as significantly for the customized cards, the expense per response is only about a third of the static card.
Finally, here are some statistics that show why you might want to consider Variable Data Print for direct mail campaigns.
Buyers acquire much more. 25% larger dollar orders are generated from VDP mailing.
Buyers make getting decisions quicker. There is a 34% improvement in response time from VDP campaign recipients.
Customers come back. There is 48% elevated buyer retention by businesses using variable data mailing.