Making Outside Lists Work Harder in a Multichannel Economy A C
8. Develop a promotion strategy for your business that integrates all of the media available.
In prior years, the catalog circulation plan flowed directly from a company's annual goals and formed the basis of its marketing plans. Now, the circulation plan is just one piece of a multifaceted marketing program, and can't be approached until you have begun to address all program issues.
Following these procedures will ensure that you're getting the most out of every outside list. Equally important, it will help ensure that you're allocating your marketing dollars effectively across all of your prospecting media; marketing to your customers most effectively; and growing sales in all marketing channels.
Catalog/Web companies have enthusiastically embraced the many possibilities of the Web to grow their businesses. Now it's time to integrate all these strategies fully into our thinking, to develop the most efficient multichannel, multisource, prospecting plan for your company.
Dennis Bissig is president of Mokrynskidirect a Hackensack, N.J.-based provider of customer acquisition programs and marketing services for businesses that target consumers. He can be reached at (201) 488-5656, ext. 406, or via email at firstname.lastname@example.org.