Cover Story: Full Sweep
As PCH marketing efforts incorporate more media, the company is beginning to identify synergies. For example, the July campaign that involved the AOL Web page takeover also received support from FSIs, print space ads, TV, mobile messaging and online display ads. The integration of media, which appeals to a multichannel customer, drove strong response across all channels, Princiotta explains, sharing that consistent branding across channels is another area where they've seen "one plus one equals three."
While PCH works to increase its investment in all media, it's the stake in TV that allows all other media to perform well, Glantz says. And then, because of the extended reach that TV provides, PCH needs to invest properly in the backend of the program to support the volume spikes that flood the system.
Overall, Goldberg finds that the introduction of more media to PCH's integrated campaigns "adds more weight to optimize our efforts to get high-quality opt-in members and better conversion rates." Each additional media dollar spent needs to make a contribution to the result. "Future value is a key driver," says Goldberg, and so PCH projects at least two years out to ensure its initiatives not only protect the brand, but also optimize the value of leads generated for its advertising partners.
Data Is the Grease
With a database of more than 10 million customers, PCH regularly interacts with more than a million people across all of its channels. Making relevant contact with these active consumers is vital to both its lead generation and merchandise businesses.
As mentioned earlier, PCH doesn't try to push its customers at specific channels; rather, says Goldberg, it supports communication choices by being accessible across a variety of channels, tracking contact preferences and offering customers the ability to change their desired contact methods via a preference center.