Editor's Notes: Integrated Marketing: DM’s Present and Future
Fasig-Tipton, a Lexington, Ky.-based thoroughbred auction company and the subject of our cover story, does something fascinating to me: It mails catalogs. You know, those old paper and ink things that Aaron Montgomery Ward invented in 1872—depending on your age, you may have used the J.C. Penney or Macy’s catalogs to make up Christmas lists, buy school clothes or swat very large insects. (The things were the size of phone books!)
But Fasig-Tipton catalogs are truly integrated with the Web. QR Codes in the mailpiece take readers to real-time stats on the Fasig-Tipton website (updated through a partner company) and cutting-edge online video (provided by another partner). The campaign uses mail and Web to enhance each other’s strengths and strengthen weaknesses.
And, as noted above, Fasig-Tipton relies heavily on partners to generate the stats and videos its catalogs link to. So, Fasig-Tipton isn’t breaking its back to create all the sales support content, or trying to staff up to do things—like shoot and edit a ton of video—that the company was never built to do.
That’s the trick of today’s marketing—not just being able to play with all these different marketing toys, but to find a way to put them together synergistically with the resources and personnel you can realistically afford for the campaign’s ROI.
It’s a challenge every marketer is facing, and it’s one we hope to be able to help you meet with ...
Integrated Marketing Conference 2012
We are currently working on our new virtual show: Integrated Marketing Conference 2012!
I bring it up because we’re going to be talking about many of the multichannel challenges Fasig-Tipton and your company are likely dealing with today. How do you use online video to enhance direct mail? What is the marketing role for QR Codes? What does mobile mean for your website and email programs? How do you measure and track it all?
Those are the kinds of questions we’ll answer on Aug. 16 with help from Forrester Research, Reggie Brady, Ruth Stevens and many more. And you can attend via the Internet right from your home or office! Come check it out: integratedmarketingconf.com