As part of our educational webinar series, we recently tackled the best strategies and tactics for multi-channel marketing, so you get the most out of your time and budget.
image.works presenters Emilee Schultz, Director of National Sales, and Lyndsey Bishop, Director of Digital Marketing, gave attendees a behind-the-scenes look at how our team strategizes campaigns and pairs marketing tools for maximum ROI.
If you missed it, watch the recorded webinar. You can also access an archive of previous webinars.
Here’s the Gist
The Problem
An expansive list of print and digital marketing tools is available. How do you use these tools to your advantage?
Challenge #1: Reaching Your Audience
The most challenging aspects of putting a campaign together – whether it’s brand new or one you run every year – are:
- Identifying your target audience.
- Getting people’s attention.
- Motivating them to act.
Challenge #2: Strategy That Maximizes ROI
There are so many marketing tools available – IP targeting, social posting, animations, direct mail, email and more – that it can be difficult to discern how you should focus your efforts.
An Ineffective Cycle of Trial & Error
Financial organizations are making marketing decisions based on how they’ve approached campaigns in the past, or they’re shooting in the dark and hoping their efforts are reaching people. Trial and error can be a costly and ineffective way to utilize your budget.
The Solution
Print and digital tools are useful on their own, but when combined strategically, your message reaches more people – those you want to build a relationship with. The optimal way to do that? Multi-channel marketing.
To use an analogy, marketing is kind of like a bicycle.
- The frame is your financial organization.
- The wheels and the handlebars are the campaign.
- And the pedals are the tools you’re using to push your campaign forward.
If you’re using only digital tools or only print tools for your campaign, you will get some results. The returns may not be as high, but you’re moving forward. You’re getting your message out there.
Now – what if we add an engine to the bicycle? Multi-channel marketing is kind of like a motorcycle. It takes you farther faster, because you’re pairing print and digital tools, which equate to a higher likelihood that:
- Your target audience will see your message.
- People will see it more than once, which psychologically makes them more likely to engage with it.
- They’ll be persuaded to answer your call to action.
How to Build Your Own Engine
- Identify a clear goal and budget.
- Decide on your target audience.
- Utilize two to three channels for your campaign (direct mail, email, social media, search engine advertising, IP targeting)
- Create engaging content.
- Be consistent with your campaign messaging and appearance.
During the webinar, we showed examples of multi-channel marketing campaigns and their results. See them for yourself for a better understanding of a few key multi-channel marketing campaign pairings.
Is there a topic you’d like to learn more about? Send us an email at info@imageworksdirect.com, and we’ll see if it’s a good fit for our webinar series!