How to Convey a Consistent Message Across All Channels

Seriously consider the business practices necessary to create a holistic marketing organization that communicates effectively across channels. Here are some of the key initiatives:

• Create a multichannel, rolling 12-month marketing calendar — I especially like Google Calendar if your organization allows use of web-based applications — accessible by merchants as well as marketing staff.
• Hold a monthly meeting to update the next rolling month of the calendar and to fine-tune the upcoming month. Include the head merchant and heads of all marketing channels. This is also a good time to address any inventory issues that may have come to light.
• Update and distribute the marketing calendar within 24 hours after each month's meeting. Changes made between meetings always should be noted in a highlight color, with a note sent to the relevant distribution group.

Building a Marketing Calendar
In a marketing calendar, include anything and everything that could affect the way consumers perceive their relationship with you. Here are some examples: