Want
to energize your print campaign? Combine print with other media to amplify its
effect.
The
most common channel pairing with print these days is email, but you might also
want to consider text messaging, banner ads, social media (such as Facebook), and
search engine advertising, as well. Each channel has different benefits
depending on your marketing goals and the target audience you are trying to
reach.
No
matter which channels you choose, here are some basic guidelines to keep in
mind:
1. Maintain consistent
branding across all channels.
Different
media have different requirements, so you can’t maintain 100% cross-channel consistency
all the time. But whenever possible, use the same images, color schemes, primary
messaging, and offers to maintain a consistent brand image and a consistent
brand message.
2. Think strategically.
Know
what role each channel is supposed to play. If you are going to combine email
with print, what are you trying to accomplish? Are you trying to create
awareness and anticipation of the print piece? Are you using email as a reminder
to respond? Maybe if you’re driving traffic to a campaign-specific website, you
might want to consider banner advertising in demographic hot spots.
3. Create appropriate
channel-audience pairings.
Ensure
that you are selecting the best combination of channels to communicate with your
target audience. You’re not going to reach as many retirees with text marketing
as you are Millennials, for example, and social media preferences vary, as
well. Sixty-five percent of GenXers and Baby Boomers say their favorite social
media network is Facebook, and while Millennials overall prefer Facebook, too, among
younger Millennials (ages 18-24), the favored social media network is
Instagram.
There
is a learning curve associated with multichannel marketing, but the ability to
amplify and reinforce your marketing message can be invaluable. Need help
matching your channels to your marketing goals? Just ask!
Please give us a call at 440-946-0606
Or visit our website here for more information.
Share On LinkedIn
