Creative: Conduct a Creative Symphony
When it comes to multichannel design, it’s all in the coordination
- What are we putting in front of consumers and when?
- Did they get an e-mail today after they received a catalog yesterday?
- Will they be visiting our Web site tomorrow?
- What are they seeing?
- Is there consistency in each channel’s message?
- Are we reinforcing our efforts or diluting them?
Having a clear and simple grid that outlines the contact strategy helps manage this process. Keep this as simple as possible; it’s a snapshot of how the orchestra needs to play. Columns across can represent weeks in the year. Each row can represent a separate channel. With a single page view, we can easily understand and manage the marketing events and accompanying messages and visuals for each project.
Related Content
Comments
