If you want to increase your sales, talk to your customers frequently. Use multiple media and multichannel strategies to stay in front of them so that when they are ready to buy, they’ll think of you. Let’s look at two highly effective multichannel campaigns and their results.
Marketer 1 wanted to drive booth traffic at a trade show. It targeted past and current attendees with postcards offering entry into a sweepstakes as an incentive to log in to a personalized landing page. At the airport, attendees were greeted with branded placards, magnetic car signs, and representatives with t-shirts with QR Codes that took them to an entertaining mobile-optimized landing page. At the gala, the marketer provided a fun photo op and took pictures of attendees that were printed on mouse pads that could be picked up at the booth. Sweepstakes winners were announced on Facebook.
The marketer received a 34% response rate. Of those who responded, 45% requested more information on the company’s services.
Marketer 2, a specialty retail store, was opening a new location. It started with a “prime the pump” postcard, telling people to look for the upcoming Grand Opening announcement with coupon. It followed up with the coupon, and in the following months, used additional channels such as over-sized postcards, email, and full-page ads in a regional publication to continue to drive traffic. All print pieces included QR Codes leading to videos, coupons, and other content.
The retailer got more than $61,000 in new business. Nearly two-thirds (61%) of respondents had never shopped in the store before!
The lesson? If you want to stay engaged with customers, start a conversation and keep it going. Use multiple media to keep them exposed to your brand and stay top of mind. Then sit back and reap the results.
