Marketing Commentary from interlinkONE
Multi-channel marketing communications - all in one!
Shortcuts for Building Multi-Channel Marketing Campaigns
Posted by 
on Wednesday, May 19, 2010 
at 8:31 AM 
in I’ve recently been able to spend time on the road, training new @interlinkONE customers on how to best use our marketing software.
I’ve worked here for almost 11 years now — thus, there are quite a number of features in the software that I’ve become very familiar with. I’ve also taken some of the granted. However, training new customers about these features certainly helps to re-kindle my excitement about the tools we’ve built over the years.
Here’s one of them:
We encourage all of customers to develop multi-channel marketing campaigns. For example, it certainly takes more than one direct mail piece to promote (and fill up the seats) a seminar. With our solution, we encourage clients to consider using a combination of direct mail, email, social media, banner ads, print advertisements, and other channels to promote their efforts.
If you do set up a multi-channel campaign in our system, you will have multiple legs in our Campaign Management view. You do have the ability to enter unique questions and answers for each leg — for example, you could ask people that visited your landing page via social media sites different questions than what you ask people that responded via the direct mail postcard.
However, if your multiple legs will have a number of questions in common, we have a shortcut.
- Via Campaign Management, click to edit the actual Campaign.
- Click the “Add New Questions” button
- Enter the common questions and answers that will be used in your multiple channels/legs.
- Then, as you build out the Response mechanisms for each channel, you’ll be able to click one button to bring the Campaign-level questions into each channel’s form.
This feature will absolutely save your crucial minutes as you develop your multi-channel campaigns. Rather than spending your time doing repetitive data-entry, you’ll be able to start planning your next campaign 
Tags Keep the OnDemand 2010 Momentum Rolling – Free Resources
Well, the interlinkONE crew is back from the OnDemand Expo and Conference in Philadelphia.
To put it mildly, it was one of the best shows that we have exhibited at. The booth was packed with visitors throughout the 3-day show. We even had to print (and do an overnight shipment) to keep up with the demand for our printed collateral.
We look forward to getting in touch with everyone that requested a demo or just more information about our marketing software.
One of the highlights of the show was when Julie Sullivan from Wilde delivered a wonderful presentation on “Successfully Delivering Multi-Channel Marketing Solutions”. Our CEO, John Foley, Jr. was her co-presenter.
In case you missed it — or if you just want to see it again — we are happy to say that the slides are now available.
Head on over to our special “OnDemand Resources” site to download the presentation, along with a number of other free resources.
Enjoy!
Marketing: Channel and Media Review in the Airport
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
Smart Marketing Made Simple
Smart Marketing is simple. Follow these 7 simple marketing steps for success!
Step:
- Review your target audience and be sure they match up to your product or service.
- Communicate with your target audience in the multiple marketing channels they communicate in (Social Media, Print, Electronic).
- Use the Marketing Medias (Mailers, Ad’s, Twitter, Linkedin, Facebook, Email) and personalize the message where applicable.
- Integrate response mechanisms (QRCodes, PURLS , Web forms, 1-800) that are relevant to the audience, channel and media in use.
- Perform lead generation (Nurture).
- Measure, Measure, Measure.
- Repeat.
Webinar: Enjoy a Bigger Slice of the Pie in 2010 through Multi-Channel Marketing
On Wednesday, January 13th 2010, interlinkONE will be presenting a webinar along with IPMA (In-Plant Printing and Mailing Association).
The title of the webinar is “Enjoy a Bigger Slice of the Pie in 2010 through Multi-Channel Marketing“.
This information-packed webinar is available to members of the IPMA organization. For details on how to register, please click here.
Here is a description of what will be presented during the webinar:
See How to Maximize Your Marketing Efforts!
Join us as interlinkONE presents new ways to increase the success of your marketing efforts by integrating traditional methods (print, BRC, advertisements) with new medias such as QR Codes, social media, and text-messaging.
Learn from the experiences of those who have created and executed successful integrated direct mail and email marketing campaigns using personalized URLs and other response mechanisms.
Topics include how to:
- Target the right prospects
- Develop the right messaging
- Design, execute, track responses, and manage reporting
This free webinar will be held Wednesday, January 13.
10 a.m. Pacific Time
11 a.m. Mountain Time
12 noon Central Standard Time
1 p.m. Eastern Time
(You must register at least 1 hour before the meeting.)
Sign up while seating is available!
