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.

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

cross mesia

Why You Need A Blog On Your Real Estate Website

metamorphosis-of-blog

As a real estate agent or company, you know there’s certain essentials that you need in order to run your business: business cards, print collateral, and most certainly a website. But there’s something that you need on your real estate website that you might not currently have: a blog.

While there are a number of real agents and companies that are leveraging blogs to support their sales interactions, there’s not nearly enough. Having a blog where you post valuable content for potential clients can make a huge impact in your business.

Here are 3 reasons why you NEED a blog on your real estate website:

 

It Builds Credibility

The first reason you need to have a blog on your corporate real estate website is that it’s an effective – and fairly simple – way to build credibility with the clients you hope to work with. A blog is the perfect platform to you to showcase your real estate knowledge, establish yourself as an expert in the local market and build your reputation with your audience.

So, for example, let’s say you’re an independent real estate agent in Brisbane. You could write a blog post that breaks down a particularly complex real estate trend that’s happening in Brisbane for potential buyers in the market. Not only will this type of post add a ton of value to your audience, they’ll then associate you as the expert that added that value, making them significantly more likely to work with you when they’re ready to buy or sell.

 

It Gives You Another Outlet To Showcase Properties

Adding a blog to your website also gives you another outlet to showcase your properties to potential buyers. In addition to your listings page, you can also create a blog post each week that highlights a specific property, and send a link of the blog post to your mailing list.

Highlighting properties in a blog post allows you to get more in depth and descriptive about what makes the property special. You could even add a video tour to the blog post to give your readers in an interactive experience with the property. A blog also gives potential clients a forum to ask questions about the property, and you can even include a “Schedule A Viewing” button to the bottom of the post so they can set up a time to view the property directly from your blog.

 

It Drives Traffic and Sales

Perhaps the most important reason to include a blog on your real estate website is that it ultimately drives traffic to your website, and that traffic is going to drive sales.

Having a robust content marketing strategy and regularly publishing content that’s well written, optimized for the search engines and adds value to your audience is going to significantly increase your visibility within the markets that you serve. The more your brand gets out there and the more you’re associated with regularly putting out amazing content, the more potential clients you’re going to have reaching out to work with you. Which ultimately means more revenue for your real estate business.

Content marketing for real estate agents is gaining traction, but it’s still a fairly new space. By getting in now and adding a corporate blog to your real estate website, you’ll be on the right side of this trend, offering value to your audience and beating out your competition.

 

About Us

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to real estate 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 real estate 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.

How Can I Work Cross-media Marketing Into My Business?

Cross Media

Cross-media marketing is an innovative way to leverage multiple mediums to reach your customers and deliver key messaging across multiple platform. It’s engaging, it’s effective and it’s quickly gaining popularity in the business world.

But how can you work cross-media marketing into your business and run an exciting and effective cross-media marketing campaign?

 

Step 1: Get Clear On Your Messaging

The first step to working cross-media marketing into your business and coming up with a solid strategy is to get clear on your messaging. At its core, cross-media marketing is telling a story across multiple mediums and channels to drive a specific result. And before you can generate those results, you have to really understand the story that you’re trying to tell.

Start with your brand story. Who are you as a brand? How do you want to show up in the market? What’s your POD (point of difference) and how are you different and better than your competitors? Why should people buy from you?

Once you’re clear on your brand story, you want to get clear on the story that you’re trying to convey in your cross-media marketing campaign. What’s the ultimate goal? Do you want to raise awareness and share your brand story across multiple channels? Do you want to get the word out about a new product or initiative through an interactive product experience?

Whatever your end goal, it’s imperative that you have clarity on what you’re trying to accomplish. Because if you’re not sure what your message is, it’s going to be hard to get that message across on one platform, let alone multiple platforms.

 

Step 2: Figure Out Ways To Get Your Messaging Across In Different Media

Once you’re clear on your message, it’s time to brainstorm and figure out ways to tie that message in across multiple forms of media. How are you going to integrate print, social media, digital, television and/or in person experiences into one cohesive campaign?

When planning a cross-media marketing campaign, you’ll want to consider integrating the following channels:

  • Direct mail
  • Email marketing
  • Social Media
  • Television and Radio
  • SEM (search engine marketing)
  • Print advertising
  • Social media advertising
  • Content Marketing
  • In person/experiential marketing

Once you know which areas you want to integrate into your campaign, you’ll need to narrow in on the best way to communicate your message on that particular platform, and how you can tie that platform to the other aspects for your campaign. Keep in mind that the key to successful cross-media marketing is to make the experience as personal as possible for your audience.

So, for example, let’s say you’ve decided to incorporate direct mail, social media and an “in person” experience. You could send a direct mailer to your clients with a PURL sending them to a custom landing page for a highly personalized in person experience with your brand. Once registered, they can participate in your social media by using a custom hashtag to share about the experience.

 

Step 3: Track Results

One of the most important parts of a cross-media marketing campaign (or any marketing campaign, really) is to track your results and optimize your campaign accordingly. Tracking the way your customers interact with your cross-media marketing campaign and understanding your analytics and how each aspect is performing is crucial to the overall success of the campaign.

Look for a cross-media marketing partner with a robust analytics package so that you know what’s working, what isn’t and how to change your campaign to maximise effectiveness.
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 Examples Of Great Cross-media Marketing Campaigns

cross-media-marketing-purlsWe’ve already covered what cross-media marketing is and why it’s going to be important for your business moving forward. But which brands are using cross-media marketing? And are they finding success?

Here are 3 examples of great cross-media marketing campaigns that are widely considered to be innovative, effective and huge successes for their respective brands:

 

IKEA

In 2013, IKEA launched one of it’s most successful marketing campaigns to date with it’s Interactive Furniture Catalog. Driven to integrate print and digital marketing mediums, IKEA created an interactive catalog that allowed it’s customers to experience IKEA furniture in a new way. By downloading the IKEA Catalog app, customers were able to point their phones at products they were interested in in their print IKEA Catalog and experience the products in a new way; they could see the furniture in 3 dimensions, see how it would fit in sample rooms and access additional photo and video content. The 2014 edition added an augmented reality feature, which let allow you to preview how different pieces and style of furniture would fit into your actual home.

The IKEA Interactive Catalog has been a huge success for IKEA and has since become the brand’s number one most downloaded app.

 

Marvel Entertainment

In the entertainment world, there’s no one doing cross-media marketing better than Marvel. In traditional entertainment, a character typically lives in one specific medium and enclosed universe, rarely crossing over with other characters or projects. But Marvel has completely disregarded that idea in favor of building out an deeply thought out, engaging and interconnected universe across multiple mediums and platforms including television, film, digital, print mediums like comics, apps, video games and live events. Having their characters interconnected across multiple platforms not only keeps their fans engaged at every marketing touchpoint, it also drives fans of one aspect of the universe (like a particular film) to engage in other aspects (like other films, video games or comics).

For an example, let’s look at what Marvel did with The Avengers. Marvel spent years building up rabid fan bases for individual Marvel superheroes like Iron Man, Thor and The Incredible Hulk through character focused films, video games and comics. While all of these individually were wildly popular, they were all leading up to the eventual launch of the Avengers in 2012. The Avengers introduced major characters from previous Marvel entities into one film, essentially tying all of the marketing from previous efforts into one cross-media marketing campaign.

To say that it was successful would be an understatement. The Avengers pulled in over 1.5 billion dollars at the box office and became the third highest grossing film of all time. It also introduced the Agents of S.H.I.E.L.D., which Marvel would then spin off into a successful television series, further building on their cross-media marketing success.

 

Lexus

In 2012, Lexus launched an innovative cross-media marketing campaign to promote it’s ES Sedan that bridged print and digital in a way that the industry and consumers had never seen before.

Using CinePrint Technology, Lexus essential brought its print spread in Sports Illustrated magazine to life. Consumers were instructed in the print ad to visit a URL, slide their tablet underneath the page and press “play”. When they did, the magazine ad was brought to life with color, sound, image changes and additional text. It even made it appear that the car was driving across the page.

This was the first time that a brand had used this technology to successfully launch a cross-media marketing campaign, and the response from consumers was extremely positive.
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.  

Further, having recently invested significantly in Cross Media Marketing Software, we can develop and implement amazing campaigns with our clients, that deliver amazing results – in fact, our first ever campaign produced a result in excess of 4000% ROI.

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 It Ties Back To Print

Crossmedia Concept, Infografik

As we discussed last week, cross-media marketing is a huge buzzword in 2016, and more and more companies are investing their resources in multi-faceted campaigns that engage their audience across multiple platforms and mediums, both digital and traditional.

When people think of something new and innovative like cross-media marketing, they don’t necessarily think of traditional marketing methods like print. But print is an absolutely integral part of any successful cross-media marketing campaign, and you need a partner who understands how to integrate print to drive campaign interactions, conversions and sales.

So how does cross-media marketing tie back to print?

 

It’s What People Want

Incorporating print into your cross-media marketing campaign will open new opportunities to target your audience that might not be as active in the digital space. This is particularly true for older demographics who might not utilize social media or email as often as their younger counterparts.

It also happens that print is the preferred medium for communication with a significant portion of consumers. According to an Epsilon study, 70% of consumers preferred direct mail for receiving information from companies they aren’t familiar with, and 67% said that they found mail to be more personal than email.

 

It Connects The Dots Between Real Life And Digital

Print also helps bridge the gap between a person’s “real life” and your digital messaging. While people today spend the majority of their time online, there’s something to be said about connecting with a brand outside the digital space. By having a tangible piece of marketing material (whether it’s a postcard, a direct mailer or a brochure), you’ve incorporated your brand into the consumers day to day experience, making them more likely to be receptive to your messaging across other mediums.

 

It Builds Trust and Credibility

Another way that print can be a huge asset in a cross-media marketing campaign is that it builds credibility with your audience. The barrier to entry for people, brands and companies to build a digital presence is fairly low; all you need to do is register a domain and throw up a social media site, and you’re ready to roll. And while there are plenty of credible and trustworthy brands online, there are also a lot of scams and companies who’s reputation is not so solid.

Customers want to know that they’re dealing with a real company and, if they have an issue, they’ll be dealing with real people. Incorporating a print campaign can help to build your credibility with your audience; typically, companies without a serious business presence don’t have the resources to invest in and execute a successful print and cross media campaign.

In addition, print contributes to the overall consistency of the campaign. When a potential client gets a direct mailer from you that directs them to a PURL or a social media page, you want to make sure that wherever you’re sending them has the same design and aesthetic as the mailer. This consistent experience across print and digital will go even further in helping to build trust and credibility with your 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.