Nuts & Bolts - Branding: Moving a Direct Mail Brand Online
As the Internet gained popularity in the ’90s, Publishers Clearing House recognized this new medium was suited for our business model. While making the transition, we were mindful of the steps necessary to maintain PCH’s brand integrity. What follows are five tips we observed when creating the Publishers Clearing House Online Network.
1. Use new technologies to expand your marketplace: Whether you create a presence on Twitter or deploy a social networking application, if you want to expand your base, you will need to communicate with consumers in a way that is relevant, timely and convenient.
2. Integrate elements of your existing brand into your online presence: Consumers associate PCH with opportunities to win prizes. Having an online presence has helped us expand this concept and offer people numerous winning opportunities on a daily basis. This maintains the core integrity of the PCH brand.
3. Build a supporting opt-in list: Developing an opt-in e-mail list makes it easy to meet customers’ information preferences, increasing the likelihood they will respond in a positive manner by making purchasing decisions or clicking on ads for more information.
4. Ensure any move to the online world jives with the overall revenue model: In addition to driving subscriptions for magazines, our move to the online world opened additional opportunities for advertisers. The PCH Online Network now offers marketing partnerships that generate qualified leads through products ranging from banner advertising to custom sweepstakes, as well as co-registration, redirected traffic and newsletter opt-ins.
5. Keep it fresh to drive repeat traffic and build a brand-loyal audience: During the past few years, the PCH Online Network has launched more than five new sites offering visitors daily winning opportunities. Keeping the content, prizes and sites updated keeps people interested.
Alex Betancur is the vice president and general manager of Publishers Clearing House Online Network of Port Washington, N.Y.