Crafting a multichannel campaign that leverages the benefits of each channel, while providing the recipient with a cohesive message regardless of which channel drives him or her to take action, requires some good old-fashioned planning and extensive coordination.
To help integrate the creative aspects of your multichannel efforts, Matthew Rosenblatt, senior vice president and creative director at Harte-Hanks, offers the following three insights. These ideas were part of a presentation titled Grand Unification Theory—Achieving Seamless Creative Integration Across Every Channel, that Rosenblatt gave at last week’s DMA06 conference and exhibition in San Francisco.
1) Part of proper integration lies not only in developing full creative in different media, but also in giving prospects different response channels. After all, 39 percent of U.S. adults research a product online before they use it. Adding a response channel improves overall response by 20 percent to 33 percent.
2) While online and offline tactics have specific techniques associated with them, the user expects, even craves, creative integration. So while your e-mail should be shorter in length than your direct mail letter, the colors, tone, promise and overall positioning should be very much in concert.
3) Avoid listing standard company homepage URLs in your direct mail if you want response. Instead, develop a microsite with a unique URL that will match the aesthetics of your particular campaign. Not only will it create a more connective experience, it will also guarantee 100 percent purity in your response numbers.