Marketing Commentary from interlinkONE
Multi-channel marketing communications - all in one!
Integrated Marketing, Value Chain, and On Demand Expo
Posted by 
on Monday, April 12, 2010 
at 9:47 AM 
in I just returned home from the Franchise Services President’s Council event down in New Orleans. It truly was a wonderful event. All of the sessions were packed with printers that are truly trying to move their businesses forward, and the scenery at night on the streets was exciting (of course!).
One of the presenters drilled home this point — Printers must be able to offer complete execution across the marketing value chain for their cleints.
This includes everything from the building, managing, executing, and measuring stages of a marketing campaign.
At interlinkONE, we have been using a “marketing value chain” slide in our presentations for the past 10 years. We truly believe that printers have a great opportunity to grab more business from their customers by offering additional marketing services.
If you are interested in how we can help, please visit Booth #306 at the On Demand Expo in Philadelphia next week.
The event is taking place from April 20th to the the 22nd. At the booth, we will be demonstrating exactly how our marketing software can help printers to deliver solutions that that encompass more than just the printed materials. We will present ways that printers can use our software to deliver integrated marketing programs to their clients – including print, email, mobile, the web, and more.
And of course, we will present the real-time reporting dashboards that help your clients see what marketing channels are working for them.
Tags Channels that talk to each other
While reading the August 17th, 2009 edition of DMNews, I came upon a great quote. Here it is:
“It is the mantra of multichannel that everything has to be integrated”. This was said by Alex Betancur, VP and general manager of the PCH Online Network at Publisher’s Clearing House.
The article discusses how companies are merging traditional and not-so-traditional channels in their marketing efforts. It talks about using billboards in conjunction with mobile marketing efforts.
Perhaps you are also looking at using different channels to promote your company, product, or service. If you are, that is great news! But I would encourage you to keep in mind the quote from Alex Betancur.
Go multichannel…. but stay integrated.
Without integration, you risk delivering messages that are inconsistent, that may not have proper branding, and that could make a bad impression on your target audience. Sure, each channel may be used to reach people a bit differently. The tone and creative may be slightly different. But if your email efforts are encouraging a long-time customer to “sign up now”, you are asking for trouble. Or if your social media site tells someone to go to Booth 1235 at the trade show, and the direct mailer says Booth 4531, you have created confusion.
But on the other hand…………. If you can have all of your marketing efforts pull from and populate a central repository, then you can truly execute and measure very successful integrated, multichannel marketing campaigns.
Front Cover of Printing News Magazine
Printing News front cover: August 2009
We were very happy to see the front cover of the latest Printing News magazine this morning.
Our President and CEO, John Foley, Jr., recently wrote an article titled “The Holy Grail of Marketing”. Printing News has featured it in their latest issue.
The article has great tips and strategies for all marketing-related organizations — from agencies, to enterprises, to service providers.
You can check out the full-version of the article here:
http://www.printingnews.com/print/Printing-News/The-Holy-Grail-of-Marketing/3$10975
