subject: How Cross Media Marketing Increases ROI [print this page] Cross media marketing is not a new solution when employing a direct marketing campaign. It appears though that with the strong urge to advertise in the most economical way possible that businesses have forgotten the adage of not putting all your eggs in one basket. When implementing a direct marketing idea using multiple channels to get that idea across can actually increase your chances of a profitable ROI.
Janet England uses a combination of online marketing, variable printing and direct mail services in her company's marketing campaigns. Running a family oriented fitness center is a daunting task but she likes the ability to offer the Oak Hill community a place where everyone is welcome. With a number of rooms available for all sorts of instruction, state of the art equipment, an on-site daycare and two pools, Oak Hill Family Fitness Center offers a great time for everyone.
Janet found that by using only one form of marketing she was limiting herself and the center. Business was steady but few knew that the center offered month to month membership for those that did not want to be burdened with a longer commitment period. Using cross media marketing got the word out and membership rolls increased.
How did it work?
Her solution allowed Janet to use segmentation analysis, variable data printing, landing pages and email distribution to market her message in the most effectual and cost effective manner possible. Her ability to interact with the public with print, email and the web created higher response rates. When she heard that almost 75% of consumers prefer offers via the mail and over 42% of these consumers choose to respond online she was sold on the cross media marketing idea.
Oak Hill Family Fitness Center used the idea of landing pages as their web forum. After purchasing a lifestyle segmentation list for the families in the community the Center was able to design three different styles of landing pages to use in their campaign. Each style of landing page was matched up to the message the Center wanted to enforce. Once these steps were done three different postcards were designed to match the message on the landing pages. With the ability of variable data print each family in the database received a direct mail piece advertising a service they could use and it directed them to a landing page offering more information.
By implementing an opt-in form on the landing page to sign up for the center's monthly newsletters and special events, Janet was able to compile a list of email addresses for future marketing campaigns.
Today the center is a bustling place from morning until night. Janet and her team are pleased with the results of their direct marketing ideas. Using cross media marketing enabled them to learn about the specific needs and interests of each client and responding to them with targeted customized offers. By not putting all their marketing eggs in one basket Janet learned the true value of using cross media systems. The return on investment was through the roof.
Grace O'Malley is the voice of Precision Analytics Group with 20 years of helping companies market their visions. See how she and the rest
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