Multi-Touch Marketing: Print & Advertising Better Together!

Transcription

1 A PlattForm Advertising White Paper Multi-Touch Marketing: Print & Advertising Better Together! Broaden Your Campaign s Reach When You Diversify Delivery with Magazine Display Ads and Promotions

2 Introduction to Multi-Touch Marketing Multi TouchMarketingisasellingstrategyusingdifferentmarketingoutletstomakecontactwith customers.anoutletmightbean ,website,amailordercatalog,aprintadvertisement,aretail store,oradirectresponsecommunicationsuchasaletter, ortextmessage. Thegoalofmulti touchmarketingistomakeiteasiertopresentasellingpropositionorbrandbuilding activitytopresentandpotentialconsumersusingtheirpreferredavenueofmarketingcommunication. Thisalsomeansthatthecompanyutilizingamulti touchapproachalsowantstomakeitconvenientfor thecustomertorespondinwhateverwayismostappropriate. Asabusinessstrategy,multi touchmarketingtacticscanbenefitanycustomer centric companylookingtoproducesolidreturnsontheirinvestments producecontinuous growth andgeneratelowercustomeracquisitioncosts. Accordingtorecentconsumerstudies,multi channelshoppersdefinitelyarespendingmore. Withoutquestion,multi touchmarketingtechniquesofferthemostviableopportunitytoincreasesales, enhancebranding,establishcustomerloyaltyandreducecosts. Inthiswhitepaper,wearegoingtoexploretwodifferenttouchpoints:printadvertisingand advertising.asseparateanduniquemarketingchannelseachhasitsowndistinctadvantagesand benefits.howeverwhenusedtogethermagazineadvertisingandhighlycosteffective promotions createsa hybrid campaignthatsignificantlyincreasestheprobabilityofresponse.

3 Advantages of Print Advertising AccesstoaSpecificCustomerBase:Usingprintadvertisingasatouch point,theadvantageof cateringtospecifictargetaudiencesopenupunlimitedopportunitiestoincreaseyourbottomlinerevenue.whileanyonewithinthegeneralpublicmaysubscribetoalocalnewspaper,only businessprofessionalssubscribetoaperiodicallikefortune.magazinedisplayadvertisements giveyoutheabilitytobetterreachyourspecifictargetmarket. HigherReaderInvolvement:Intheprintadvertisingindustry,magazinesboastreadershipthatis mostlylongstandingandloyal.studiesshowthatthisinvolvementextendstothedisplay advertisementsthathelpsupportthemagazine.plainandsimple,thismeanswithmagazine advertisementsmoreattentionwillbedevotedtoyourmessage/offer. SolidReaderTrust:Overtimemagazinesearntherespectandconfidenceofreaders.Theyhave ahighleveloftrustintheeditorialcontentandthattrustisalsoreflectedinhowtheyreactto displayadvertisement.whilemagazinesarenotasinteractiveasonlineadvertising,theylead thewayincredibility.thetrustthatmagazinesinspireaddsimprovedbrandingthataddsvalue toyourbrandandadvertisingmessage. HighVisibility,AttractiveAdvertising:Magazinesfeaturelavish,glossyadswithhigher resolutionimagesandbettercoloroptions,whichenablesyoutofosteryourbrandinapositive way.thetraditionalpagesize(generally8 1/2 by11 )permitsevensmalladstostandout. Manyconsumersfeelthatthatjustthefactthatyouareadvertisinginaperiodicalgivesyour companyprestige. Longevity:Comparedtonewspapersanddirectmailmaterials,magazineshavethelongestlife span.manymagazines bothconsumerandbusinessoriented areretainedforreference. Thisespeciallyholdstrueforperiodicalsthatfeaturecontentthatisnotredundant. HighReachPotential:Alatentbenefitisthatmagazineshaveahighreachprospective.Itisnot unusualforperiodicalstogetpassedfromfamilytofriendstocustomerstobusinessassociates andsoon. ExcellentforBrandBuilding:Ifyouareestablishingabrandorwanttorepositionyourbrand, advertisinginmagazinesholdsstrongappeal.consistentmagazineadvertisingproducesa cumulativeeffect.themoreaccustomedconsumersarewithaspecificbrand,themorelikely theywillbuyit.thisiswhyprintmediaadvertisingwillalwaysbeanessentialpartofthe marketingmix.

4 Advantages of Advertising ExtremelyCost Effective:Themajoradvantageof advertisingisthelowcostinvolvedto reachliterallymillionsofclientsandprospectswhohaveopted intoreceive messages. Thedeliveryisextremelyrapidandrecipientsareabletoreceivethepromotionandrespond quickly.indirectcontrast,adirectmailpiecetakesdaystoarriveandasignificantinvestmentto create,printandmailtoafewthousandprospects.an campaigncanbestructuredfora fractionofthecostwithinafewhoursorasingleday whileaprinteddirectmailcampaign requiresweeksofplanningandpreparation. EffectiveTargetMarketing: advertisingtakestargetmarketingtothenextlevel.Youare morelikelytoreachyourmostlikelyprospect.youcansegmentyourrecipientsviaage,income, dollaramountspent,geographyandahostofotherdemographicparameters. isInteractive. makesiteasytointeractwithpotentialcustomersanditinvites immediatefeedbackfromparticipants.what smore, advertisingcanbefriendly,itlets yougreateachpersonyoutargetbypersonalization.allthiscreatesastrongbondbetween withtheprospectsandgivesyoutheopportunitytobuildbrandloyaltyandcultivatenew customers. EasytoMeasurePerformance:Withan advertisingcampaign,oncean isopened, youcantracktheresults.youcandeterminehowsuccessfulthecampaignisbyevaluatingthe clickthrough rateor hits thetargetwebsitehasreceived.thisgreatlyimprovestheoverall chanceofsuccessbecauseunproductivecampaignscanbeidentifiedswiftly. ReachaGlobalMarketplace: advertisingisthemostconvenientandeffortlesswaytosell goodsandservicestocustomersnomatterwheretheyreside.with youcanexpandyour customerbasetoincludeconsumersaroundtheworld.inbothnicheandgeneralconsumer markets,an campaigncandirectrecipients BuildCustomerRelationships: messagescanbesentonanon goingbasistoalert consumersaboutnewoffers,discounts,rewardprogramsandprivatesales.thisisacriticalfirst steptowardsbuildingalong termrelationshipwiththeprospect.andbecausethereaderis alreadyonline,theprospectcaneasilyclickthroughtovisityourwebsite. LongerText: canbelargeinsizeandnotlimitedbythedimensionsofaspace advertisement.youcanplaceasmanyimagesasyouwishandincludedetailproduct information.plus,unlikeprintedmaterialwhichcostmoreforcolorprinting,all sareinfull color.

5 Advantages of Combining Print & Advertising MultiTouch PointsIncreasestheLikelihoodofResponse Therearemanyadvantagesforusingprintand advertisingtogetherforbuildingyourbrand, fetchingcustomersandmarketinggoodsandservices.ultimately,everyeffortwedoasmarketersis relatedandinthebestofcircumstancesallaspectsofmagazineadvertisingandan campaign enhanceandbuildononeanother.so,bycombiningthe brandingpotential ofadisplay advertisementwiththepersonalized,interactiveaspectsofan campaignyoucreateapowerfully effectivesellingenvironmentthatencouragesresponse MaximizingYourCampaign simpact Magazineadvertisinggivesyoutheopportunitytoreachaspecificaudiencewithknowndemographics thatmatchyourspecificmarketsegment.youcanaddadditionalimpacttoyourtargetmarketing effortsbysending toopted insubscribers.themoreimpressions,viaprintand ,thegreater brandrecognitionandthegreatertheprobabilitythatprospectswillrememberyouwhenit stimeto makeapurchasingdecision. Cost EffectivePrintAdvertisingSupport Whilemagazineadvertisingcostmore itisaninvestmentnotanexpense.tomakethemostofyour printadvertisingventures,an campaignprovidestheabilitytoreinforceyourmessageor distributeproductinformationtoawiderangeofhighly targetable,potentialcustomersatarelatively lowcost.infact,comparedtoothermedia,suchasdirectmailorprintednewsletters, marketingis simplytoogoodanopportunitynottobeincludedinyourmarketingmix. AnUnrivaledSellingCombination Withthepurposeofacquiringnewcustomers,adeftlycraftedmagazineadvertisementcancreate interest,desireandencouragethereadertotakeaction,i.e.visitawebsiteorcallan800number.an campaigncandoallthisandmore,itcanconvincenewprospects(andpresentcustomers)to purchasesomethingimmediately. TraditionalandContemporaryImpression Magazineadvertisinginaprestigiouspublicationisatraditionalmediumforenhancingyourbrand image. letsyouestablishapresenceinthecybermarketplace.thefusionofthetwo,with consistentmessagingtoreinforcetheofferandbrand,willshowbetterresultsthanasinglemarketing avenue.

6 PlattForm Advertising A Multi-Touch Marketing Pacesetter Combiningthetalentsofscoresofthemostcapableprofessionals PlattFormAdvertisingoffers specialized,systematicapproachesformaximummulti touchmarketingeffectivenessandroi.weare abletoaccomplishthisviatwodistinctbusinessunits: Print Media Services manages Marketplace, Direct Response, Career, Continuing Education, Franchise and Special Advertising Sections in America s premier publications. Additionally, we offer print media buying services for advertisers seeking maximum reach and exposure from low cost print advertising options. Our Print Media Specialists have developed long standing relationships with more than 600 national magazines and newspapers. These unique partnershipsaffordourclientsawealthoftargeted,cost effectiveadvertisingopportunities. List Services Group serves as the exclusive manager hundreds of responsive Postal and Mailing Lists. We represent high profile brand name files and small specialty lists that target niche audiences. These mailing lists provide responsive audiences for thousands of mailers looking to benefit from precision targeting. Our extensive experience in list management and brokerage creates efficient, responsive solo and cooperative direct mail and insert campaigns forourclients. PlattFormAdvertisingisafullserviceadvertisingagencyofferingawiderangeofservices.Weinviteyou tolearnmoreaboutourscalableandflexiblesolutions,aswellasplattform scomprehensivearrayof capabilities, call us at or sales.ny@plattformad.com. Visit our web site at