How To Develop A Cross Media Marketing Strategy

Crossmedia Concept, Infografik

Cross media marketing is one of the hottest trends in the marketing world in 2017, and when you have the right strategy, it can be an incredibly innovative, effective, and lucrative way to connect with your customers.

But if you’re new to the cross media marketing game, coming up with a strategy might seem daunting. With so many moving parts to consider (different media channels, different KPIs, different customer bases), coming up with an effective cross media marketing strategy that delivers the kind of results you’re looking for is definitely a challenge.

But it doesn’t have to be. Once you know which areas to consider, developing a cross media marketing strategy is just a simple matter of checking off the boxes.

Let’s take a look at how to develop a cross media marketing strategy:

 

Define Your Goals

Before you do anything else, it’s imperative that you define your goals for your cross media campaigns. If you don’t know your metrics for success, it will be impossible to measure how well your campaign performs.

Ask yourself “what results do I hope to gain from this campaign?” Is it driving sales for a new product? Getting more opt-ins for your email list? Increasing brand recognition by appearing on larger media channels? Define what success means to you and then define the metrics that you’ll measure that success against; so, for example, a successful campaign might mean 10K+ new email subscribers or $1mil in sales for your new product.

 

Get To Know Your Audience and Choose Your Media Accordingly

Before you start putting your cross media marketing campaign into play, it’s also important to get to know your audience so you can optimise your strategy to get results from your particular demographic. Different customers will respond differently to different media channels, and you want to plan your campaign accordingly.

So, for example, if you’re targeting a millennial audience that’s heavy on mobile, you would likely want to consider social media, PURLs, and SMS messaging as effective channels to reach your target demographic. If you’re targeting an older audience who’s traditionally less tech-savvy, you might want to focus on more traditional media channels like print or TV.

 

Develop Your Campaign

Once you’ve got your KPIs, audience, and media channels locked in, it’s time to actually develop your campaign and create the content you’re going to push out from each channel.

The most important piece of a successful cross media marketing campaign is consistency across channels. So even though you’ll be pushing out different content on say, social media and print, you still want to create a consistent brand experience across all channels to give your campaign a cohesive feel.

 

Track Your Channels and Metrics

Once your campaign is out into the world, it’s important that you track all of your data and metrics. Obviously, you’ll need to track response rate on all channels, but you’ll also want to keep an eye on other metrics, like the time of day people are most likely to respond and which channels are connecting best with specific sectors of your audience. When you have that data, it allows you to…

 

Optimise

Take your data and metrics and use them to continually optimise your strategy to improve your results and response rate. The best campaigns are the ones that evolve to meet the needs of their audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  
I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

3 Questions To Ask Your Print Partner About Cross Media Marketing

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Cross media marketing is one of the hottest and most effective marketing strategies of 2017, and an important component of any successful cross media marketing campaign is print. And in order to print with the kind of volume and professionalism you need to support your campaign, you need to work with a print partner who can get the job done.

But how do you determine whether a potential partner is right to manage the print side of your cross media marketing campaigns? Here are three questions to ask your print partner about cross media marketing that will help you make an informed decision on whether they’re the right partner for you:

 

Question #1: What’s Your Experience With Cross Media Marketing Campaigns?

When choosing a print partner, you always want to work with a company that has a wide breadth of experience in managing and print collateral for cross media marketing campaigns. It’s imperative that your print partner understands the overall scope of the campaign, how print ties into each channel, and how print contributes to the overall goals and KPIs of the campaign.

Ask your print partner to see examples from previous cross media marketing campaigns. Ask deeper marketing questions to get a sense of their overall marketing knowledge. If possible, read reviews or connect directly with past cross media marketing clients to get a sense of what it will be like to partner with them on a campaign.

 

Question #2: Do You Use Variable Data Printing?

If you’re considering a print partner for your cross media marketing campaign, this question should be a non-negotiable. Variable data printing (VDP), which is a form of printing that allows different elements like text and graphics to change from piece to piece without slowing down the printing process, is a critical method for cross media marketing campaigns. By leveraging VDP, print partners are able to personalise each piece of printed collateral, and this personalisation is key to cross media marketing campaign success; unique user information like PURLs can easily be personalised for each customer, allowing you to track your success.

Ask about your partner’s print methods and make sure variable data printing is an option.

 

Question #3: Why Should I Choose You As My Cross Media Marketing Partner?

The last question you should ask your potential partner is “why should I choose you?” You want to make sure you choose a print partner that brings what you need to the table. Maybe they have additional services, like a graphic design or analytics team, that can help support your campaign. Maybe they have extensive experience running cross media marketing campaigns within your niche or industry. Maybe they have unique insights into ways to tie print into your overall campaign strategy. Whatever the case may be, your print partner should be able to make a strong case as to why they’re the best company for the job – and why you should choose them over the competition.

Before choosing a print partner for your cross media marketing campaigns, it’s important you vet out your potential partner and ensure they’re the right person for the job. With these three questions, you’ll be able to spark the conversations necessary to make the best decision for your business and choose a print partner that will help catapult your cross media marketing campaign to success.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Branding Strategies That Will Never Go Out Of Style

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In the world of marketing and branding, it seems like there’s a new trend popping up nearly every day. And while you’ll want to pay attention to what’s going on in your industry and leverage trends that make sense for your brand, switching up your strategy every time something new and trendy hits the market isn’t an advantageous way to build your company, connect with your customers, or drive revenue. When it comes to building your brand, sometimes it makes the most sense to stick with what works; the strategies that have stood the test of time and proven time and time again to deliver results.

Here are four branding strategies that will never go out of style:

 

Focus on Content

Whether it’s 2017 or 2177, one branding strategy that will never go out of style is content. Content is the core of your business; whether you’re writing website content, creating a video to promote a new product, or developing a case study to highlight the success of a recent campaign, all of your business activities are centered around the content you create. And if you want to build a brand that stands the test of time, you need to consistently put out quality content that educates, entertains, and engages your audience.

Make your content strategy the focal point in your branding. What do you want to say? How do you want to say it? And how do you want to deliver your message? Then, stay consistent in delivering high-quality content that aligns with your brand.

So, for example, let’s say you’re a marketing agency. Your content strategy might be that you want to educate small to medium-sized businesses on how to leverage digital marketing techniques to grow their customer base. You want to deliver all of your content in an educational but conversational voice, and you want to focus on long-form blog posts and weekly videos in order to deliver that message. Then, once you have that strategy in place, it’s about coming up consistently raising the bar and putting out the best content for your audience. Being known as a go-to resource in your field is a branding strategy that’s guaranteed to grow your business no matter what’s currently trending.

 

Be True To You

No matter what’s going on in your industry, your customers will always be looking for authenticity in the brands they work with. Hopping on a branding trend just because it’s popular (and not because it’s true to who you are as a brand) is a quick way to confuse and push away your core customers.

While it’s fine to experiment and reinvent parts of your business, you should always aim to stay true to your brand DNA. Your customers connect with your brand for a reason, and when you stay true to who you are, you’re also staying true to what they love about you. If you switch gears every time something new and trendy emerges in your industry, your customers are going to feel you’re being fake and inauthentic, which is a quick way to lose both their business and respect.

 

Create A Positive Customer Experience

There’s an old saying from renowned author Maya Angelou that says “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” When it comes to your branding, years down the line, your customers won’t remember the specific copy you wrote or the campaign you ran to promote your latest product. What they will remember is the experience of doing business with you. And because of that, your ultimate branding goal should be to create a positive experience for every customer that interacts with your business, from beginning to end.

Make the process of buying your products or services easy and straightforward for your customers. Provide exceptional customer service. Answer all customer inquiries and listen to their feedback. Focusing on customer experience will ensure that your brand sets itself apart from the competition and creates a positive sentiment with your customers.

 

How Can We Help?

At Rogue Print and Mail, our design team have been assisting businesses with creating Style and Brand guides for many years.  Our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and design ideas, and expertise is the power of colours that will best promote your branding, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia. 

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

How To Incorporate Training If You Have A Small Team

team-building-rimini2Training is an absolutely critical part of any business. Getting new hires up to speed not only ensures that your business continues to run smoothly, it also makes sure that you retain top talent by giving them the tools that they need to be successful.

But finding the time, energy and resources for training can be difficult – especially when you have a small team. But having a lean team is no excuse to skimp on training. You just need to get creative.

Here are some tips on how to incorporate training if you have a small team:

 

Create Virtual Training Sessions

One easy way to make sure that everyone on your small team gets trained without having to stop the day to day operations of your business is to create virtual training sessions.

The benefits of creating a virtual training in the form of videos or online course material are huge for a smaller team. First of all, you or your corporate trainer only have to perform the training once when you film. Once you have the content filmed, edited and online, you can direct any new team members to your virtual training without taking time out of your day to physically train them.

Virtual training sessions are also more easily fit into the busy schedules of your team members. By breaking your virtual training sessions into different modules (for example, one video module on company policies, one video module on social media best practices, etc), you give your team the ability to fit training sessions around their daily schedule instead of having to sit in a live training for hours or days on end. This ensures that your business continues to operate smoothly and gives your team the ability to get trained without it interfering with their daily work flow.

 

Have On-The-Fly Training Sessions

When you have a small team, you have more flexibility, and on-the-fly training sessions can be an effective way to get your team trained as new things pop up in your business.

Using a new software? Call your team into your office when you get it up and running so they can demo it with you. Thinking about investing in a new social media tool? Have your team sit in on the conference call while their sales rep explains the functionality and how to use it. Have a new design procedure? Have your team sit in on your meeting with your lead designer so they get all the details at the same time.

Having a smaller team means there’s less logistics to coordinate when it comes to training, and including your team in real time training sessions is one of the benefits of having a leaner company.

 

Print In Depth Training Manuals

There’s going to come a time in your business, especially if you’re a leaner team, that you’re so busy that you and your more senior employees just can’t take the time out to train your newer employees. But that doesn’t mean that they don’t need to get caught up to speed; effective training is critical in setting your new team members up for success. That’s where training manuals come in.

Printing in depth training manuals can act as a stand in when you can’t spare any live team members to train your new hires. Include as much information as you can about your business, how it’s run and what’s expected from each team member. Give each new team member a training manual and give them direction on how to work their way through it and essentially train themselves. Schedule a time at the end of the day that you can go over any questions that come up.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

5 Training Tips For Effective On-boarding

e-Learning Concept. Computer Keyboard

When you hire a new team member or contractor, it’s imperative that you invest in the right training. Properly on-boarding your team and giving them the tools they need to succeed at your company will end up saving you a significant amount of time, money and energy down the line.

Here are 10 training tips for effective onboarding that will ensure that your new hires are set up for success:

 

1) Create a Training Manual

The first thing you’ll need to do if you want to effectively on-board your new hires is to create a training manual. A good training manual should outline all of the policies and procedures within your company that your new hire would need to know about – everything from how to submit time cards to the proper process to follow if they need to call in sick.

Housing all of this information in a training manual is an easy way to make sure your new hire has all the information they they need. It will also save you time – a training guide allows for your new hire to find the answers to questions they might have through the training process and early employment without having to constantly seek out you or one of your employees to explain things to them.

 

2) Partner Your New Hires With The Right People

While you’ll definitely want to have your hand in training each new hire that comes through your door, you’re likely not the ONLY person they should be getting face time with. Your new hire should get one-on-one time with the people and departments that will be a regular part of their work flow.

For example, if you hired an administrative assistant who will be handling correspondence for your team, make sure they get a sit down with all of your executives to review how they like their calls and emails handled. Or, if you hired a new graphic designer, make sure they get face time with your marketing department so they get an overview of your branding before they start designing.

 

3) Hand Out Contact Cards

One of the biggest challenges for many new hires is not knowing the appropriate contacts within your company they should be connecting with to get things done. While you’ll want to have this information in your training manual, it can also be helpful to print out contact cards that have the names, titles and contact info for the people they’ll be working with the most.

You can print out your contact cards on a standard marketing card. Just be sure to include your information, a contact in HR and/or payroll and any other individuals or teams they’ll be working with on a regular basis. Having these cards handy will save your new hire a lot of time in tracking down the right person for any of their requests, which will ultimately save you money by increasing their productivity.

 

4) Schedule a 30 Day Check In

Once the initial training and on-boarding period is over, you’ll want to schedule a meeting around your new hire’s 30 day mark to check in on their progress, how they’re settling into their new role and see if there’s any areas where they feel they need additional training.

Scheduling this check in will allow you to identify any issues or areas where your new hire needs work before they get too entrenched in a routine. It also gives your new hire the opportunity to ask questions and get clarity on issues they’ve encountered on the job after the initial training period.

 

5) Offer Ongoing Trainings To Keep Your Team Engaged

Once the initial on-boarding period is over, it’s important to continue to train and educate your employees to keep them engaged and up-to-date on new skills or techniques you’d like them to incorporate into their work.

Shoot to schedule quarterly departmental trainings and at least one large corporate training per year. Offering regular opportunities for growth and education will keep your employees engaged and excited about working for your company.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.

I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au to arrange an obligation free 10 minute discussion with a member of our expert team.

4 Training Mistakes To Avoid

training mistakes imageBringing a new team member or independent contractor on board is exciting and can have a huge impact on your business. But their success hinges on the right training. In order to get the most out of your people, you need to give them the tools they need to succeed in the form of a well designed training program.

But not all training is created equal. Here are 4 training mistakes you definitely want to avoid if you want your new hires to be successful:
Not Giving Enough Training

One of the biggest training mistakes you can make is not investing enough time, energy and resources into training your new team member and getting them up to speed. Hiring someone (whether as a full-time team member or as an independent contractor) is a big investment, and not giving that person everything that they need to be successful in their new role is essentially wasting that investment. Even if you hired the most talented and competent person in the world, they’re going to need guidance to get up to speed on the company and everything that’s expected of them in this role.

Create an on-boarding and training plan for your new team members, and then make sure that you or a team member are available to follow through with it and actually train the person. Day 1 on the job should consist of on-boarding, HR and getting them up to speed with the way things run in your company (like who to go to with IT concerns or how to submit time-sheets or invoices), with the following days and weeks devoted to getting them trained on systems and job functions.

Every company is different, but if you want to get the most out of your new hires you should plan to spend at least a week of intensive on the job training followed by additional touch-bases and stand alone training over the course of the first few months.
Micromanaging

While you certainly want to avoid not giving your team enough training, you also want to avoid going overboard and crossing the line between “training” and “micromanaging”.

It can be tempting to constantly check in on your new hire and ask them to tell you how they’re doing things to make sure they’re putting their training into action. But once your new hire has gone through your training process, you need to give them the space to get things done and actually implement the training. The vast majority of people don’t like to be micromanaged, and constantly hovering over your new hire can give them the impression that you don’t trust them to get the job done.
Not Setting Proper Expectations

It’s also important to set proper expectations for the training process and the beginning stages of the work relationship. Your new employee or contractor is absorbing a lot of information during training, and they need to know how they should implement that information, what priorities are and what you expect them to accomplish.

Set clear expectations during the training process and then set a time to touch base to follow up on progress (usually 60 – 90 days is a fair amount of time).
Not Checking In On Skill Level

A big mistake that a lot of people make in training people is assuming they have certain skills. For example, let’s say you hired a new graphic design partner, and you need them to design print marketing pieces for you in a specific program you use company wide. Assuming that they’re proficient in that program and not checking in on their skill level as it pertains to what you need is a huge training no-no.

Just because someone has a general set of skills (like graphic design or copywriting) doesn’t mean that they necessarily will have proficiency in every program you use or the right skills for every type of project you need completed.

For every program or project you train on, check in with your new hire on their skill level and proficiency. If they don’t have the right skill set, you may need to invest in additional training, assign that specific project to another team member or find an alternative program that will work with their existing skills.
About Us

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.

I sincerely hope you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au to arrange an obligation free 10 minute discussion with a member of our expert team.