DTRIC’s Linh DePledge on Multichannel Marketing
TM: What was your goal in integrating your multichannel approach, merging DTRIC’s television, Web, direct mail, media sign-waving events and elevator-signage campaigns?
LD: The difference in this refocus is that the goal was to integrate all channels tightly, incorporate sound direct marketing strategy, then employ tested creative combined with grassroots activities to differentiate DTRIC from competitors.
TM: What were DTRIC’s marketing challenges, and what steps did you take to overcome them?
LD: Because Hawaii does not allow billboards or outdoor advertising, DTRIC developed innovative alternatives, including a vehicle wrap to create a roving DTRIC van and the first use of elevator doors as billboards. In addition, the year 2006 was a political year, and in Hawaii, this meant candidates for office hosting “sign-waving” events. Taking a cue from these highly recognized events, DTRIC promoted a sign-waving event showcasing its new brand images and presenting an offer, which helped to generate local news coverage. This helped us stand out in the already crowded Hawaiian insurance market. It helped connect us with locals, who recognized very quickly that ‘DTRIC understands us.’
TM: What is your advice for other companies integrating multichannel campaigns?
LD: Act quickly to implement change, but don’t overlook the importance of research to find out who your customers are and who your true competitors are, then use that knowledge to develop your strategic plan.
TM: What are your plans to further strengthen your approach?
LD: We will focus on areas where we are competitive, and to identify niches where we will be able to grow and develop efficiently.