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.

Why You MUST Include Integrated Cross Media Marketing In Your Marketing Strategy

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If you keep up with news in the marketing world, there’s a term you’ve likely heard being buzzed about for the past few years: cross media marketing.

Cross media marketing is a marketing strategy that leverages multiple channels, both traditional and digital. While similar to multimedia marketing, which delivers the same marketing message across multiple channels, cross media marketing differs in that it leverages each channel to drive customer behavior and interactions across all mediums.

And if you want to drive serious success in your marketing campaigns in 2017 and beyond, cross media marketing is a must-do. Here are three reasons why you MUST include integrated cross media marketing in your marketing strategy:

 

It Creates A Personalised Experience For Your Customers

One of the major benefits of cross media marketing campaigns is that you have the ability to create a unique and personalised experience for each customer.

By leveraging strategies like PURLs (personalised URLs), which create a unique and personalised landing page for each client, or VDP (variable data printing), which personalises digital communications in real-time to give each user an experience that feels specifically tailored to them, cross media marketing offers the opportunity to customise customer experience. And the more your customers feel that your content and marketing messaging speaks to them specifically, the more customers you’ll be able to convert.

 

It Gives You The Opportunity To Connect With Your Customers Across Multiple Channels

Cross media marketing also presents the unique opportunity to deliver your content and marketing messaging from each campaign across a number of channels. By diversifying your content channels, you increase the probability of getting your message in front of the right person.

By leveraging multiple channels, you also get the opportunity to strengthen your branding by creating a consistent experience across all channels. So, when your customers interact with you across each channel – perhaps first it’s on social media, then through a personalised mailer, then through a video ad or an SMS message that takes them to a PURL – you’re strengthening your brand messaging and solidifying the experienced for them.

 

It Bridges The Best Of Both Worlds

Cross media marketing is a must if you’re targeting a wide demographic (like milennials to baby boomers) because it bridges the best of both worlds: traditional and digital marketing.

By leveraging both traditional (like print) and digital (like mobile) channels, you’re able to cover all your bases and ensure that you’re not alienating any of your audience by focusing solely on a marketing channel that doesn’t connect with them.

So, for example, if you focused on strictly on traditional marketing channels, you might miss connecting with a more tech-savvy crowd, while if you focused strictly on digital channels, you would miss out on connecting with the more traditional folks. By having a cross media marketing strategy, you cast a wider net that ensures you capture all your customers, no matter what channel they prefer. And because cross media marketing drives specific interactions between channels, you’re also encouraging your customers to interact with you across all channels, including ones they might not be as familiar with, which increases their engagement with your brand.

 

It Gives You Valuable Insights Into How To Drive Revenue

One of the biggest reasons you must consider adding cross media marketing to your overall marketing strategy is because it gives you valuable insights into customer behavior and how to better drive revenue. By looking at your response rate (and where those responses are coming from), you can gather which marketing channels connect best with your audience, how to best deliver your marketing messaging, and how to continually optimise your campaigns to drive more revenue. The metrics on cross media marketing campaigns are incredibly powerful and can help you generate more revenue with your campaigns.

If you want to see real results in your marketing campaign, you must include integrated cross media marketing in your marketing strategy. By integrating print, traditional, and digital channels, you’ll

 

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.

Cross Media Marketing: How To Bridge Print and Digital To Drive Results

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The beauty of cross media marketing campaigns is that they leverage multiple channels – both digital and traditional – to effectively connect with more people in more ways.

When done well, cross media marketing campaigns can drive better results than traditional or digital marketing strategies alone. But how do you pull off a cross media marketing campaign? How do you bridge traditional methods (like print) and digital methods to drive results and hit your campaign goals?

Here are three ways to bridge print and digital to drive results and get the most out of your cross media marketing campaigns:

 

Create A Consistent Brand Experience

The most important part of any successful cross media marketing campaign is consistency. When you’re interacting with your customers across multiple channels and mediums, it’s important they have a consistent brand experience no matter where and how they interact with you.

For example, let’s say you sent out a personalised mailer that included a PURL that tied into a social media campaign. Your mailer, the landing page for your PURL and your social media channel should all have a consistent look and feel; you should use similar colours, fonts, graphics, copy, and other elements so each part of your campaign (and each channel) feels like part of a greater whole. If your mailer has a certain branding that’s totally different from your PURL landing page which feels completely disconnected from your social media presence, you’re going to confuse your audience – which will hurt results.

 

Use Print To Drive Your Audience To Digital

One of the best ways you can successfully bridge traditional and digital methods in your cross media marketing campaigns is to use print to drive your audience to your digital channels.

We already mentioned using a print mailer to send your audience to a PURL, but there’s so many other ways you can leverage print to drive digital results. If you’re running a local campaign, you could hang a billboard or other big signage around town that drives curious passerby’s to your social media profile or to an opt-in form to learn more about your campaign. Or, you can add QR codes to your marketing cards, where your customers can scan the code into their phone and use it to unlock campaign-specific messaging, coupons, and other special offers.

Using print as a way to drive more traffic to your digital channels is an effective method for increasing the results on your cross media marketing campaign.

 

Think Outside Of The Box

The most effective cross media marketing campaigns are the ones that are both unique and memorable. If you want your campaign to have a serious impact, think outside the box and brainstorm creative ways you can leverage print and digital to reach more customers, get more results, and drive more revenue.

For example, let’s say you were a new restaurant looking to grow your social presence through a cross media marketing campaign. While you would obviously want to funnel a number of your resources towards digital strategies, thinking of creative ways to tie in print could drive new followers you might not have otherwise reached. Maybe you partner with a local juice shop and have them pass out cards to their guests which include your social media URL, where they can enter to win a free dinner for two. Or, maybe you put a text code on your menu where diners text to get a link that sends them straight to your social profile. The possibilities with cross media marketing are virtually endless; you just need to be creative, think outside of the box, and come up with innovative ways to reach your customers.

 

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.

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.

ACQUIRED by Rogue – 1 to 1 Personalised Marketing

ACQUIRED SMALL A FINAL

Click here to view our detailed Cross Media Primer Booklet

There’s one universal goal in business, no matter what industry you’re in – and that’s to get more customers.

Finding and acquiring new customers is the backbone of any successful endeavor, and if you want to stay competitive, you need to find new and innovative ways to find your target customers.

At ACQUIRED by Rogue, we work with our clients to develop cutting-edge acquisition strategies that helps them stand out against their competitors, grab their audience’s attention, turn those prospects into customers, and keep those customers coming back for more.

 

And how, exactly, do we do that?

We’ve developed a system that takes prospects through a marketing funnel to a personalized URL (PURL – to find out more about PURL’s, click here), which creates a highly personal marketing experience that increases conversions and engagement.

To discover the four key steps that we use in our process, click here

Or

Click Here To view our Cross Media Primer booklet and discover more about how a cross media 1 to 1 campaign to your clients can drive your business

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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.

Why Knowing Your Audience Is Important For Your Brand

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When you’re launching a new brand or re-branding your existing company, there’s a lot of talk about how you’re going to change your end of things. You might ask yourself questions like “who do we want to be in the marketplace?” and “how are we going to stand out against the competition?”

Those are important questions to ask, but there’s another category of questions that are just as – if not more – important to ask that often get neglected during the launch or re-brand phase. And that’s questions about your audience.

Knowing your audience on a deep level is the secret ingredient to every successful brand. Knowing the ins-and-outs of your audience, who they are, and what they need will allow you to build your brand in a way that’s going to engage them – and ultimately, influence them to spend more money.

But why is knowing your audience so important for your brand?

 

You Can Build Your Brand Around Your Audience

The first reason it’s so important to know your audience is that once you know your audience, you can actually build your brand around that audience and set yourself up for success.

Depending on who you’re targeting, there might be large discrepancies in who you envision yourself to be as a brand and who your audience needs you to be. But when you really do the work to get to know your audience, you can anticipate what they want and need out of a company they choose to do business with, and then build your brand around those wants and needs.

So, for example, let’s say you’re launching a new food product and your target audience is primarily moms between the ages of 35 and 50. When you do your market research and take the time to get to know your audience, you find out that what your target audience finds most important in a food brand is an understanding and sense of compassion of the struggles they face as moms trying to juggle it all and convenience in helping them get dinner on the table for their families quickly and easily.

Knowing that about your audience, you can build your branding to highlight the fact that you’re a brand dedicated to helping busy moms get a dinner on the table in 20 minutes or less. If you didn’t do the work and get to know your audience, you might have taken more of a health-conscious angle and missed the opportunity to connect with your audience.

 

You Can Build Your Products and Services Around Your Audience

Once you know your audience and build your brand around them, you can also use that intimate knowledge of who they are and what they want and need to successfully build and launch your products and services.

The more you know about your audience, the more you can anticipate the kinds of products and services that are going to be successful with said audience. This is HUGELY beneficial as you’re developing ideas for new products and services – when you know exactly what your audience is looking for, you can launch a product or service to fill that need, increasing your conversion rates and driving sales.

So, let’s use the food brand example again. If you know your audience is highly concerned with convenience and getting dinner on the table quickly, you could build a product line around 10 minute dinner dishes or 5 minute breakfasts. By leveraging your knowledge about your audience, you can deliver products and services that hit on their pain points and fulfill their needs.

 

You Can Better Build Trust With Your Audience

Knowing your audience also helps you to build trust with them. When you truly know your audience, every piece of copy you write, every product you develop, and every action you take as a business can be specifically tailored to that audience. They’ll feel like you “get” them, and that general feeling of being understood will help foster feelings of trust in your brand.

In the food brand example, you could leverage your knowledge that your audience wants to feel understood by the brands they work with and build a campaign around recognizing the challenges that busy moms face in taking care of their family and getting dinner on the table. When your audience interacts with your campaign, they’ll feel like you’re speaking directly to them, and that mutual understanding will increase their trust – and make them significantly more likely to buy from you.

Knowing your audience is a crucial part of the branding process. So get out there, get researching, and get to know your potential 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.