Cover Story: Full Sweep
With respect to marketing alone, Goldberg summarizes a few key elements of PCH's success in growing its integrated marketing efforts. First, you need to do an effective job of cross-promoting offers and properties across channels. Second, you must have branding consistency across channels. Next, you have to support the marketing process with tracking, measurement and analytics to give you the insight needed for relevancy, performance and profitability. Finally, you must keep your merchandising attuned to the unique segments of your customer base for both online and offline audiences.
And in PCH's experience, it never hurts to throw a sweepstakes into the mix.