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.

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

cross mesia

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

PrintAndDigital

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.

Branding Strategies That Will Never Go Out Of Style

brandstrat

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.

3 Common Branding Mistakes And How To Avoid Them

Branding Mistakes

One of the most exciting parts of starting a new business venture is building a brand. Defining who you are as a company and how you’re going to move forward in the marketplace is an essential part of launching a new business.

But there are definitely some opportunities to stumble along the way. Here are 3 common branding mistakes and how to avoid them:

 

Not Defining Your Audience

In order to create an effective branding strategy, you need to have a clear idea of who you’re marketing to. If you don’t have a firm definition of who your target customer is, the problems they struggle with, and how your product and service can solve those problems, your marketing and branding is likely to miss the mark.

Clearly defining your audience by creating an ideal customer avatar allows you to get really specific on who you’re marketing to and then develop all of your marketing and branding strategy around that key demographic.

When creating your ideal customer avatar, get as specific as possible. Name your avatar and fill in as many details as you can about their wants, needs, goals, and problems.

So, for example, let’s say you owned an e-commerce business that sold children’s clothing and your target demographic is mothers with children between the ages of 2 and 7. Your ideal customer avatar might read:

Marisa, Age 37

Marisa is a 37-year-old working mother with two daughters, ages 3 and 5. She wants to outfit her children in stylish attire, but doesn’t want to spend a lot of money on clothes the girls will grow out of in a year. She struggles to find the balance between high-quality, stylish, and affordable clothing.

Between her busy work schedule and taking care of her family, Marisa has little time to shop, so she prefers to do all of her shopping online. But because she’s never sure about the fit, she’ll only shop at places that offer quick, easy, and free returns.

When you have an ideal customer avatar that specific and that’s aligned with the core of your target demographic, you can create hyper-targeted messaging that hits on your audience’s core wants and needs. It also will make your marketing messaging feel highly personalised; when your target consumer reads your messaging, their first thought will be “I feel like they’re speaking to me!”

 

Choosing The Wrong Colour Palette

Another big branding mistake that many new companies make is choosing the wrong colour palette. The colours you choose speak volumes about your brand, and different colours will connect in different ways with different audiences.

For example, if you’re a real estate consultancy, you want your potential clients to know that you’re a trustworthy business that takes their work seriously. But if you choose pink, neon yellow, and orange as your brand colour palette, you’ll appear juvenile and not inspire the kind of confidence you’re looking for.

Think of who you are as a brand and how you want your audience to view you, then choose colours that align with that vision.

 

Not Creating A Brand Guide

The number one most important brand material you have in your business is your brand guide. Your brand guide is the DNA of your company; it outlines who you are, what you stand for, what you want to say, and how you want to say it. Your brand guide is the driving force behind everything you do in your business and is the best and easiest way to get your entire team on the same page about how you do business.

But unfortunately, creating a brand guide often gets put on the backburner while new business owners focus on other tasks necessary to get their brands off the ground.

But while it may seem like you’re saving time by not creating a brand guide, it’s one of the biggest mistakes you can make in your business. If you don’t have a thorough brand guide from the start, you’re likely to face inconsistencies in your brand. If you and your team aren’t clear on who you are as a brand, how can you build your business in alignment with your brand identity? Having a brand guide takes all the guesswork out of the branding process and gives your company a clear direction in which to grow.

Do yourself a favour: create a brand guide.

There are plenty of opportunities to make mistakes when you’re launching a brand, but now that you know how to avoid them, your brand doesn’t have to fall victim to these common mistakes.

 

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 in 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.

The DOs and DON’Ts of Engaging Training

hiccupps-a-cross-tick-iy6imb-clipartTraining is a critical part of any business, and effective and engaging training can be the key to retaining top talent. But training that falls flat and bores your new employees or doesn’t engage them will have them second guessing their decision to join your company.

Here are the Do’s and Don’ts of engaging training to ensure that you’re onboarding gets your new hires excited to be a part of your team:

 

DO Make it Interactive

If you want to keep your team engaged, insert opportunities for interactivity into your training. Encouraging interactivity will keep your employees from getting bored or overwhelmed with the materials.

Look at your current training plan, and identify places of the training where you can loop in your new hires. Have them do writing exercises or team building activities and make sure to ask them questions along the way to encourage participation.

 

DON’T Talk At Your Team

The quickest way to lose employee engagement during training is to do nothing but talk at them for hours on end. For most people, lectures are an ineffective teaching method and your team will likely tune you out shortly after you begin your presentation and all of your training content will be lost.

 

DO Print Materials

For every training, you should have a number of printed materials for your team. These can be printouts of your presentation with space to talk notes, supplemental materials for them to read more thoroughly at home or worksheets/quizzes for them to fill out after the training wraps up.

Print materials (especially ones that involve writing exercises) can help your team to retain the information from your training and keep them more engaged during and after.

 

DON’T Overwhelm Your Team With Too Much Collateral

While having print collateral to pass out to your team is a training DO, giving them so many materials that they feel completely overwhelmed and shut down is a training DON’T. Overwhelming your team with too many papers, booklets, training guides, presentation print outs and additional collateral can make it difficult for them to absorb and retain the knowledge in each.

All training sessions are different and require a different amount of materials in order to be effective, so you’ll have to use your discretion to determine how much is too much, but a good rule of thumb is to give your team one to two core pieces of printed collateral to tackle DURING the training and one to two pieces of printed collateral to tackle AFTER the training.

 

DO Divide Your Training Into Manageable Sections

One of the keys to keeping your employees engaged during the training process is to break it down into manageable pieces. You’ll notice that the longer you make your trainings, the less engages your employees will be as you move through it. People tend to have short attention spans, and sitting through an 8 hour training can feel overwhelming and unmanageable.

To keep your team engaged, break down your training into smaller, more manageable modules, and make sure to give them breaks in between subjects. So, for example, if you were doing a day of training on social media, you might break it into a morning session to cover social media platforms, an early afternoon session to cover corporate policies and procedures and a late afternoon session to cover general social media do’s and don’ts with a few breaks scattered between. Structuring your training in this way will help you keep your employees attention.

 

DON’T Try To Power Through Everything At Once

There’s no need to power through everything you might need to train your new hires on in one sitting. Spread your training out over the course of days or weeks to avoid burning out your new hires and lessening their enthusiasm about their new role and 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.

 

How To Onboard Your Print Partner

onboardingHiring the right print partner can have a huge impact on your business. You already know what to look for in a print partner, but once you’ve made your hire, it’s essential that you get them up to speed and set them up for success in order to get the most out of your new relationship.

Here are some tips on how to onboard your print partner:

 

Train Them On Your Policies and Procedures

The first thing you’ll need to do when onboarding your print partner is get them up to speed on your company policies and procedures. Every company has a different way of doing things, and your print partner needs to be in the loop on how everything runs.

So, for example, what’s the procedure for submitting invoices? Do they need to be submitted on a weekly or monthly basis? Who should they submit them to? How long do they take to be paid out, and who’s the correct contact to reach out to if they have any questions or concerns?

Or, as another example, what’s your company policy on submitting print jobs? Should they only accept requests from you, or are there multiple managers within the company that are authorized to order prints?

Making sure that your print partner has a clear understanding of the policies and procedures within your business will be critical in avoiding miscommunications and misunderstandings down the road.

 

Establish Communication Expectations

It’s also important to establish expectations for communications.

Everyone has different communication preferences, and it’s important that you and your print partner get on the same page from the get-go on how you’re going to be communicating. Do they prefer to communicate primarily through email or do they also want a weekly touch-base over the phone? Do they prefer revisions to be submitted on email or through an online customer portal? What’s the expectation for how quick they’ll respond to requests or last minute print needs?

Squaring this off at the beginning of the relationship will help things flow smoothly and make sure that everyone feels they’re being communicated with in a respectful and mutually beneficial way.

 

Setup Systems

If you want a successful (and low maintenance) relationship with your new print partner, you’re going to want to establish systems off the bat. Systematizing as much of your print processes as possible will ensure that your relationship with your print partner runs like a well-oiled machine and will minimize the amount of involvement you’ll need on a day-to-day basis.

Set up a meeting with your print partner, review every aspect of the print process and develop a system that both of you agree on. You’ll want to have a system for everything: how to submit new print requests, how to submit revisions, what to do if an order is misprinted and what to do if you have a request you need completed during off hours.

Write every system down in a manual and have your print partner sign off on it. Having systems in place will eliminate any confusion and enable things to happen quickly and easily as your relationship progresses. Having all of your systems in place (and in a document) will also help make the transition smooth if you need to hire a new print partner or your current partner brings a new team member on board to manage your account.
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.