Multichannel Marketing: Putting it All Together
As All Your Channels Grow, Coordinating One Marketing Program Becomes More Complex
We have to say, ‘How many of our programs affected this person, and if we added them all up together, does it make sense?’”
Branding and creating a uniform look across the channels also is an important challenge for multichannel marketing coordination. Stack rebranded Fitterfirst in 2002. A new logo was designed with the image of a man on a ski machine to symbolize the company’s balancing products. Stack began using the name Fitterfirst for the catalog and all printed materials in order to work with the toll-free phone number, which had always been 1-800-FITTER-1, and the Web address.
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