Phil Larson, president of Shepherd Consulting OK, continues his series of how-to articles to help in-plants build successful multi-channel offerings. Earlier articles discussed how an in-plant can get started, how to develop a plan and the supporter “friends” needed to succeed. This week’s blog post looks closer at the elements of a good multi-channel campaign and what makes it work – how an in-plant can offer multi-channel in addition to printing solutions.
Walk Simply Toward Great Multi-Channel Results in Your Organization
There is a lot of activity in a multi-channel campaign compared to print and distribute. A simple multi-channel campaign might include two direct mail pieces, an email announcement, email follow-ups, mail follow-ups, phone engagement and personalized landing pages. Marketing 3.0 goes to much deeper levels of personalization and automation and even has self-learning components, but taking your customers into even a simple mix of mail and email and landing pages – sort of a Marketing 1.5 approach – can do them a great favor. In-plants are not designed to be bleeding edge organizations. You are tied to the internal production engine of a performing enterprise. Such organizations move slowly in adapting to new techniques. Be simple in the beginning. Crawl before you walk. Take easy-to-support steps in a methodical manner.
Many options exist in a multi-channel campaign; decide which you want to support. Banners, posters, social components, letters, industry events, cold calls, mobilization of print through QR codes, mobile landing pages, etc. Don’t try to be everything. Pick what you want to do well and then do it well.
An Example of Good Looking Multi-Channel – The H Group Campaign
Goal: The H Group was a group of 200 prospects targeted by a digital print provider. Previously, they were supported by a single freelance creative who resonated with the customer base. Business was built by personal service and attention, but she wanted to hand it off. The goal was two-fold: 1) Onboard as many customers as would come, keeping communication open so customers knew where to go when they needed print (online with our Web to Print software), and 2) Establish a new presence in the community for an in-plant.
Design: A campaign with the theme “What is Big to You?” was created. Many of the prospects were small businesses and non-profits that feel under-served. It was important that they knew they would get premium service and not be pushed aside for bigger clients. A simple variable print postcard based on business type was created. Personalized landing pages (PURLS) were integrated into the campaign. Phone calls are made to any responders. A follow up email was sent with the same messaging if there was no landing page visit by ten days post-mailing. The landing page gathered a little information and registered the visitor for an immediate 10 percent off coupon on the next order and emailed that coupon. At the same time, the assigned salesperson was contacted by email notifying them of landing page visits and responses. We ran the campaign or something similar once a quarter.
Results: Every time a micro campaign was sent, orders come into the shop. We had a 10-1 ROI from orders generated every time! New relationships were formed with clients who became repeat customers, who in turn, referred others. H Group prospects visited their landing pages six to nine months after the mailing. This meant that they kept their mailers for future reference.
Measurement: Multi-channel software like EasyPurl reported: who visited their PURLs, when in the campaign timeline they visited, post office delivery, recorded responses, and non-visitor statistics. All of it was important. Percentages were guides for future adjustments with the client. Specifics by prospect offered information, too. We studied our results and attempts over time for analysis, projection and adjustment.
What Makes In-Plant Multi-Channel Campaigns Work?
Coordinated creation, understanding and adherence to project timing are necessities for all members of your in-plant team. All of the in-plant print center team members play a professional role, from Bindery, to Mail, to coders, to press operators, to Sales, to Marketing, to Customer Service. Great execution requires constant communication in planning, design, implementation, delivery, and post analysis and can lay the foundation for the next campaign – or series of campaigns – as you gain proficiency and results.
Was this brief overview of a simple multi-channel execution helpful? Let Phil know via email.