Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Catalog to Online: Link 4 in Your Customer Acquisition Chain

April 13, 2012 By Carrie Burns, Cynthia Tully and Dorothy Weaver
2
Get the Flash Player to see this rotator.
 
[Editor's note: This is the fourth "link" in a 10-part series. The first, Do You Have Broken Links, appeared on Mar. 23. Check back Friday, April 20, for link five: DRTV.]

We looked at three catalogs that we received in our homes during December 2011, and January 2012. Because catalogs are expensive to produce and mail, being able to give consumers a good experience as they go from the physical catalog to the site is critical. Here are some good examples of how it’s done well:

Catalog No. 1: Viking River Cruises. Link: vikingrivercruises.com. The catalog is focused on 2012 and 2013 river cruises in Europe, Russia and China. Front and center on the site are magnificent photos of the destinations. Consumers who were intrigued by the catalog and wanted to learn more online found a clean, well organized and beautiful site.

Catalog No. 2: Pottery Barn, “Home Resolutions” with 20 percent white sale promotion. Link: PotteryBarn.com. The catalog and website are in perfect sync, with beautiful photos that support that “resolutions” idea … Plus, when we reviewed this, we saw a prominent link about the white sale, along with an expiration date. A good search box enables consumers to zoom in on products shown in the print catalog.

Catalog No. 3: Smith+Noble featuring in-home design services. Link: www.SmithandNoble.com/services. The address side of this catalog featured a highly personalized message featuring the town in which I live, named a local consultant and a link that took us right to a page. The page gave me the ability to schedule an appointment and learn more about these services. I could also see products sold online, as well. Very good treatment of a service offering!

Summary and Conclusion: In addition to these three good examples, we looked at dozens of catalogs that totally missed the boat and had poor or non-existent customer acquisition chains that would cause confusion and frustration to consumers. Rather than itemizing them, the key point is that the website in this group had no relation to the theme of the catalog. Consumers looking to learn more about a specific sale or a new product line would have to search hard to find what was heavily promoted in the print catalog. The examples we highlighted above are good at using best practices to create a solid customer acquisition chain and superior consumer experience.
 

Companies Mentioned:

2

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: