Multichannel Brand Management: Refine Your Message
The sooner you determine a course of action that integrates your messaging across channels, the quicker you’ll succeed. It’s one thing to get the first sale. But you really want customers to come back to you again and again. And that’s where the importance of multichannel recognition kicks in.
To make the leap into successful integration, one of the first steps is to recognize that not all media is good for all things. For example, consider that direct marketing print media, such as catalog, space advertising and direct mail is good for:
• customer acquisition and lead generation;
• romancing an offer;
• direct selling;
• increased “shelf life” (i.e., people keep catalogs);
• increased pass-along;
• dependable deliverability; and
• better perceived credibility and reliability.
