Marketing Commentary from interlinkONE
Multi-channel marketing communications - all in one!
Marketing: Channel and Media Review in the Airport
Posted by 
on Tuesday, January 12, 2010 
at 10:57 AM 
in One of the ways that I measure the use of marketing items is when I am roaming the airport before my flight. Yes, that’s right; I watch the humans and observe the channels and medias in use. I want to know exactly what channels the travelers are using, whether it be Print, Electronic, or Television at that precise moment while at the airport waiting. I also look into what medias in that channel they are using. For example, in print, it may be newspapers, magazines, or books. In electronic, it may be mobile, laptop, net books, e-readers, iPods, and more. In television, I want to see what station is on, and then I try to gauge the interest of the people watching. I do a quick count of the folks in a specific area and get a rough number of the audience. Then, I do a quick count on the channels and medias so that I can report via Twitter and Facebook. It is very interesting to see how things have changed over the years, but even day to day or the time of the day makes a difference.
I do it for fun, but if you were marketing to an audience in the airport it may be helpful to gather this sort of information. I actually did a count several times, in the same way, while on the plane. Some airlines have planes carrying Direct TV which changes the game, but typically the amount of printed material rises dramatically while on the flight. On one trip I was really blown away by the amount of e-readers in use. Now, Wi-Fi on board is finally making the push– something I have been waiting for a long time. The ways to reach the target audience in the airport and in flights is changing. As always, Marketing must remain flexible.
See you at the airport. – John
Tags Are You In Danger Of A Multi-Channel Marketing Meltdown?
You want to send your marketing message out to the world. But how do you go about getting it out there? You have a lot of options…direct mail, email, mobile marketing, social networking, and more. The good news is you don’t have to make a choice of one option only. In fact, using a multi-channel marketing campaign combining online and offline efforts is known to work. But only if you know what you’re doing. Because if you and your marketing department go full steam ahead with a multi-channel campaign without certain features in place, you may just be headed for a multi-channel marketing meltdown!
One major issue in any campaign (not just multi-channel marketing campaigns) is trying to be everything to everyone. It will never work if you try to be the “right” product or service for the largest amount of people. Because it’s not about the largest amount of people, it’s about the right people…your target market. Not everyone wants or needs what you are selling. But your target market does! So that is the audience you need to fashion your marketing message around.
Another problem is when you “try out” different looks and styles when you send out your various marketing messages in a given campaign. Multi-channel marketing is not about multiple looks. Consistency is key. You want to keep your brand and message consistent. When prospects and customers see ads via different media it is imperative that they feel the cohesion. Otherwise, you confuse your target market, eventually turning them away from your business completely.
As you develop your upcoming multi-channel marketing campaigns, are you implementing interactive features to engage your target market? If not, then you are failing to embrace technology as it evolves. True interaction moves beyond the mere website visit. Think about chat ability or social networking where your prospects and customers will have the ability to get instant feedback from a company representative. Interaction encourages the building of relationships, and that leads to consumer action. People like to buy from and work with companies they feel comfortable with, and have a relationship with. And if you don’t add interactive elements into your future multi-channel marketing campaigns, then you’re missing the boat!
In fact, it’s a good idea to encourage feedback from your prospects and especially current customers, to help identify strengths and weaknesses in the whole multi-channel experience. You want to know how the end recipient feels about the messages, the sales process, your products and services and so on. No marketing department should live in a bubble, unaware of the perceptions of others.
Lastly, it’s important you remember that just because a campaign involves multi-channels, it does not necessarily mean that the multi-channel campaign is integrated. Shooting out messages in different directions may be your downfall if you don’t create a program that works cohesively. You can’t treat each channel independently. Think about all the data and end-user experience you are possibly letting fall between the cracks if you operate this way. You want to coordinate the marketing with the sales portion and the customer service aspect. And you want to be able to measure all of your multi-channel marketing efforts in an apple-to-apple manner. If you lack integration then you are definitely headed for a multi-channel marketing meltdown.
Sending out a Personalized Campaign? – Some Pre Prep Points
PURL’s or Personalized URL’s are very popular in the marketing scene. It’s a great way to grab an individual’s attention and to track results of a marketing campaign.
But, there are a few things to remember when working with a design that will be incorporating a Personalization or a Personalized URL. Here are a few different points to keep in mind before you execute your next personalized campaign.
Here's an example of a Purl we used in one of our own campaigns. To see the full campaign click the image.
Point One: Real Estate
When incorporating a Personalized URL into your design, make sure it’s legible and prominent!
Direct mailers have come my way and have had my personalized URL within a paragraph of text – bad choice.
When someone is receiving their mail, you have to remember that your mailer is almost never going to be the only piece of paper in their hands. Bills, Ads, Newspapers — people still receive a lot mail. Each piece of mail gets about a 1 second glance before its fate is chosen – desk or trash.
Let your PURL stand out! Give it “prime” real estate, and you’ll increase the chances that people will take action on it.
Point Two: Hello Self!
Always add yourself on your PURL campaigns for a few reasons. This is commonly known as adding a “seed” record.
- It’s a good way to judge how long it took for others to receive their postcard/PURL in the mail.
- It’s an easy way to show off your marketing handiwork to others
Point Three: Dear Mihcelle,
Remember that this is a Personalized Campaign - There’s nothing personal about a misspelled name. If someone’s name is butchered, there’s a very small chance of them ever actually visiting their page. So check and recheck your list before that final launch.
Point Four: The Fundamentals
Always remember – keep in mind marketing fundamentals. If you forget those, a personalized URL is not going to save the response rate of your campaign. You still must ensure that you have a great list, a strong offer, and catchy creative.
Sending out a Personalized Campaign? – Some Pre Prep Points
PURL’s or Personalized URL’s are very popular in the marketing scene. It’s a great way to grab an individual’s attention and to track results of a marketing campaign.
But, there are a few things to remember when working with a design that will be incorporating a Personalization or a Personalized URL. Here are a few different points to keep in mind before you execute your next personalized campaign.
Point One: Real Estate
When incorporating a Personalized URL into your design, make sure it’s legible and prominent!
Direct mailers have come my way and have had my personalized URL within a paragraph of text – bad choice.
When someone is receiving their mail, you have to remember that your mailer is almost never going to be the only piece of paper in their hands. Bills, Ads, Newspapers — people still receive a lot mail. Each piece of mail gets about a 1 second glance before its fate is chosen – desk or trash.
Let your PURL stand out! Give it “prime” real estate, and you’ll increase the chances that people will take action on it.
Point Two: Hello Self!
Always add yourself on your PURL campaigns for a few reasons. This is commonly known as adding a “seed” record.
· It’s a good way to judge how long it took for others to receive their postcard/PURL in the mail.
· It’s an easy way to show off your marketing handiwork to others
Point Three: Dear Mihcelle,
Remember that this is a Personalized Campaign - There’s nothing personal about a misspelled name. If someone’s name is butchered, there’s a very small chance of them ever actually visiting their page. So check and recheck your list before that final launch.
Point Four: The Fundamentals
Always remember – keep in mind marketing fundamentals. If you forget those, a personalized URL is not going to save the response rate of your campaign. You still must ensure that you have a great list, a strong offer, and catchy creative.
