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e-Newsletter June, 2008
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Dear Friend:
STAY FOCUSED ON WHAT WORKS.
Technological advances have created many more opportunities for brands to reach prospects and customers. As media professionals, we want to use every touchpoint possible because we believe it's one more way we can create a sale. There's some valid logic to using multiple channels to obtain customers but we believe scattering your message through too many channels can have a negative impact unless the message has a consistent theme and focus to get the reader or listener to one place where two things can happen...
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- There is a repository for more information about your product or promotion. Remember, one size NEVER fits all. Ensure that your information is not so generic that it doesn't encourage further exploration.
- There is an easy way to order. Here's how you can really drive your business. Ask the simple question, "How would you like to do business with us?" In store, on-line, phone, e-mail. Give your customers a choice. They will often take it.
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| This brings us back to the beginning of the process. What's the first touchpoint that will generate the greatest ROI? There are a lot of arguments by knowledgeable marketers and no one channel offers an absolute guarantee. |
- Some will argue e-mail is the best channel because it's fast, relatively low cost, and somewhat measurable. We urge caution when using e-mail. If you are targeting existing customers, it's a solid choice for those who have given you a current e-mail. However, if you are prospecting new business, you risk looking like a spammer and if the recipient doesn't know you, you are history with a click of the mouse. Those who promote e-mail to prospects will often claim that even if you get a few hits, it's a winning strategy. We strongly disagree. While you might get some hits, the loss from those who DELETE your message is a far greater disadvantage than the ones you got.
- Direct mail is another channel and it's often a good one. The challenge is that it has become more expensive due to rising postage and paper costs. The other challenge with direct marketing is that the creative process believes more is best and the more you cram into a direct mail piece the less likely you will hold the reader's attention.
- Mass media - radio and television - have become so fragmented it is difficult to find your target market. There are still some winners if you have a niche market for your product. If the brand has a big budget, this is a possible alternative but don't expect a high ROI.
- Print media is one of the most effective ways to reach your target audiences. There's room for a message to create interest, the opportunity to drive the reader to your website for more information and the opportunity to offer multiple options to order or contact you. It is the most proven way to drive traffic to your website. And if you customize your message by publication, you can drive the readers to different parts of your website. This is the ultimate segmentation, comparable to e-mail and direct mail, without the cost and deliverability challenges these channels continually face. Magazine readership is still strong, especially when tied to their websites.
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As you consider Print Media, be sure to check out our new and expanded website. www.printadbuys.com gives you up-to-the minute avails for a wide variety of popular magazines and you can now select the categories you want with a click of your mouse. Be sure to contact us for longer-term avails and strategies.
The Integral Print Media Team.
Eric Sims and Willi Abbott
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Click here to view our new "OPEN AVAILS" page for your most up-to-date source of print media available buys.
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