Multichannel Integration

Get Paid: Multiple Channels Add Power to International Campaign
September 1, 2004

As the international marketplace becomes increasingly sophisticated, and international markets continue to grow both in strength and scope, U.S. marketers are rethinking their global strategies. While many companies have tested the international waters via one channel, such as the Internet, retail or direct mail, few have reached their full international growth potential using a single-oar approach. When you rely on a mix of vehicles, you can strengthen response for each channel employed, especially when you include two or more of mail, periodicals, telemarketing, radio/television, package inserts, card decks, Internet or e-commerce. From years of experience in the domestic marketplace, we know that appropriate use

Catalog and Direct Selling: Punch Up Your Product’s Resume
July 1, 2004

Turn a good idea into a best seller Every product is like a job seeker. A product has a resume; it interviews each time it’s shown on a catalog page or Web site; and if it presents its qualifications properly, it has a good chance of closing the deal for the salary … er, price … it demands. So how do you give your product the edge in a market filled with similarly qualified products? The same way you do in the business world: Network your way in the door, present a killer resume and nail the interview cold. Get in the Door If

Catalog and Direct Selling: Say Thank You
May 1, 2004

18 ideas to build loyalty by thanking your customers We’ve all been taught to be polite and to say thank you when people go out of their way on our behalf. So why is it that many companies have not transferred this desirable characteristic to their marketing plans? Think about it. Your customers have trusted you. They’ve chosen to spend their hard-earned money with you—even in times of economic hardship. Have you taken the time and energy to thank them? Really thank them? For a thank-you to truly resonate, consider the following: • It must be relevant and specific. The more generic your

Catalog and Direct Selling: Improve Your Catalog Inch by Inch
April 1, 2004

Find creative gems in a SQUINCH. Successful catalogers know how powerful a square-inch analysis (SQUINCH) can be, but few analyze anything beyond a merchandising plan. In truth, once the data has been placed into a SQUINCH format, incredible nuggets can be gleaned from different reports that can shape your creative efforts. The following is a checklist of the obvious and not-so-obvious gems waiting to be found in your SQUINCH. The Obvious 1. Build powerful cover treatments by taking advantage of your best-selling products, especially those that garner high demand. With seconds to grab attention and draw customers into your catalog, use best sellers on

Editor’s Notes: Mighty Media Pairings
March 1, 2004

Forcing your direct mail package or free-standing insert into the cold, harsh world by itself is not the truest path to success in this brave, new age of direct marketing. Rather, enterprising companies continue to discover the effectiveness of channel integration to optimize response. For example, a shopping trip to the GAP Web site during last year’s holiday season revealed a smart cross-over strategy for turning the company’s TV commercials into Web sales. Instead of making visitors hunt high and low on its site to find, say, the sweater actress Amanda Peet modeled in the commercials, the GAP made a special section featuring this

Catalog and Direct Selling: Crossing the Channel
March 1, 2004

Dos and Donts for Cross-channel Offers Simply put, a cross-channel offer is a way to entice customers who have made a purchase in one channel (e.g., catalog, retail, Internet) to make a subsequent purchase in a different channel. Why would you want to do this? Analysis continues to prove that cross-channel shoppers are much more profitable than single-channel shoppers. Since most company operating systems (call center, order entry, marketing database) were developed prior to the information superhighway, marketers have made their share of mistakes pioneering the Internet. To avoid repeating their mishaps, here are a few do’s and don’ts to consider before you

E-commerce Link: Channel to Channel
February 1, 2004

Use universal business logic to create a consistent shopping experience In the next few years, e-commerce will play an increasingly significant role in the long-term success of multichannel retailers. Not only will Web site sales account for more and more of an organization’s direct business, but the Web site also will be expected to support sales in retail stores and catalogs. The walls that currently stand between channels must cease to exist if online marketers are to satisfy the expectations of increasingly sophisticated customers. Universal business logic is the key to success in this new era of all-channel selling. Universal business logic relies on

Catalog and Direct Selling: Dissect Your Catalog
January 1, 2004

In the old days, figuring out what changes to make to the next catalog was simpler. “Metrics” referred to the conversion of gallons to liters; “CRM” was a random sample of the alphabet; and “multi-channel” meant that the one TV in the house had clear antenna reception from all three broadcasting companies. Not so anymore! Now, to keep pace in the complex game of cataloging, procedures such as the post-mortem analysis are necessary. The purpose of a post mortem is to formally review overall catalog results and incorporate the findings into the next catalog. The post mortem does not replace detailed analysis specific to