Channel Surfing

Everything should be on the FTP site, including proper versions of your logo and copies of your type fonts, she continues.

Consultant Regina Brady, president of Reggie Brady Marketing Solutions, cites Brooks Brothers as a strong adherent of seamless multichannel creative. "Their catalog is extremely important, but they've done a nice job of integrating e-mail and the Web from a creative perspective," she notes. "The catalog cover image is on their homepage when they know the catalog is supposed to hit in home. It's also featured in their e-mail campaigns. Immediately, you know the catalog is coming, and you have a picture of the cover. And if they're offering a sale or free shipping and handling, that's graphically displayed. A few days later, their next e-mail might feature one of the catalog spreads. All these are examples of taking the creative and leveraging it in three channels."