Cross-Media Marketing

Throughout our days we are exposed to myriad advertising and marketing messages encouraging us to give our attention (or more importantly our money or time) to certain businesses, websites, or people. These messages can be as simple as an email notifying us of a sale at our favorite clothing store, or a text message informing us of a daily lunch deal at our favorite restaurant.

But what if a favorite store notifies us in an email about a really good sale on a certain day, and then right before the sale, sends us a postcard with a coupon reminding us about it. Then on that sale day, a text message comes to our phones reminding us again about the event, keeping the sale in the forefront of our minds. Wouldn't it be more likely that we'd stop by that store?

The example above is a cross-media marketing campaign and is one of the marketing offerings from Lorraine Press. These campaigns are proven to have good results, especially over marketing campaigns using only one media outlet.

Marketers have reported an average improvement of 35% for cross-media campaigns. If personalization is added to that cross-media campaign, the average improvement is closer to 50% over a static print-only campaign. Source

Cross-media campaigns can be targeted to a specific demographic, and then personalized further for each recipient. They use more than one medium to invoke a response from the audience, and they are aimed at motivating the recipient to an action. Because of how these campaigns are designed, they have results that are trackable with detailed statistics, and measurable results. You will know who on your customer list responded and also who did not respond at all.

The media used can include any combination of personalized websites, text messages, email notifications, and even more traditional advertising message outlets such as printed pieces like postcards, and television or radio ads. Not every campaign has to contain every media outlet. Each one is specifically targeted to a certain audience and will use the media the audience is most likely to respond to.

For example, an email campaign can link to a personalized website that is designed with the recipient's favorite color. A direct mail postcard can be sent out reminding each person of that website which is personalized to include graphics designed to appeal to him or her, and also can direct potential customers to a coupon, or special offer either on the web, or at a store.

The trackable results can tell you which media your customers respond to the best, or what time of year they are more likely to purchase. The more data gathered by these campaigns, the more specific and targeted your marketing efforts can become, generating more and more success.

So, if you are in the market for enlarging your customer base, or you want to find out what form of advertising inspires your customers the most, contact us at Lorraine Press (info@lorrainepress[dot]com), and we can get you started with a cross media marketing campaign.