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.

Advertisements

3 Questions To Ask Your Print Partner About Cross Media Marketing

interview-1018333_960_720

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.

Reasons To Make Print The Star Of Your Cross Media Marketing Campaign

Print Button

Cross media marketing is a huge buzzword in the marketing world in 2017. Cross media marketing is the cross-promotional marketing strategy that ties together multiple mediums, both traditional and digital (like print, SMS messaging, social media, and PURLs), on a single campaign. By leveraging multiple channels – and having each channel work in tandem with the other – marketers are able to get “the best of both worlds” by targeting and reaching their audiences in a variety of ways.

A lot of companies put the majority of their efforts into digital channels. But if you overlook print, you’re missing out on a HUGE opportunity. Print is still one of the most effective ways to reach your audience, and by leveraging print, you’re able to drive your audience to your digital content and increase engagement across all channels.

Here are three reasons why you should make print the star of your cross media marketing campaign:

 

You’ll Reach A Wider Demographic

If you focus your entire campaign on digital channels, like social media, there’s a big demographic of people you’re not going to be able to reach.

It may seem hard to believe since digital marketing has taken center stage in recent years, but there’s still a large part of the population that prefers their communication the old-fashioned way: through print. And if your entire campaign exists online, you’re going to miss on connecting with those people.

By making print the star of your cross media marketing campaign, you’ll be able to reach a wider demographic. For example, let’s say you were deciding whether to send an email or a mass printed mailer. With the printed mailer, you’re able to reach a wider audience; not everyone has an email address (or an email address they check often), but virtually everyone has a mailbox. And by using traditional marketing methods, you can get your message into the hands of more people.

 

You Can Bring Your Marketing Message To Life

One of the major benefits of using print in your cross media marketing campaign is that it brings your messaging to life in a way that’s impossible to recreate on a screen.

With print, your audience gets to hold your messaging in their hands. They get to engage with it in a real and tactile way. When they’re interacting with your brand in the digital space, there’s always a degree of separation. A digital experience will never be as personal as a real-life experience. And the personal experience your audience gets when they get to interact with your messaging in the real world – and the positive sentiment it creates – can seriously boost the success of your campaign.

 

You Can Drive Your Audience to Digital Through Print

The best thing about making print the star of your campaign is that in addition to being a great marketing tool in its own right, you can also use it as a way to drive your audience to your digital efforts.

So, for example, you could send out a personalised mailer using Variable Data Printing and include a PURL, which would then bring your audience to a personalised digital experience, allowing you to interact with them across both print and digital channels. The same isn’t true for digital; it’s not like you can post something on your social media feed driving your audience to your print campaign.

Starting off with print allows you to make the most out of both your traditional and digital channels.

Cross media marketing is here to stay, and if you want to see major results on your campaigns, we highly recommend making print the start of your campaigns.

 

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.

Why Knowing Your Audience Is Important For Your Brand

Audience 2

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.

5 Branding Questions You Should Ask Yourself When Launching A New Brand

Brand Image 2

Before you launch a new brand, there is a few questions you should first ask yourself:

 

What is our brand philosophy?

Behind every great brand is a strong brand philosophy. The most successful brands have a purpose and a philosophy that becomes the driving force behind their brand DNA and drives every part of their business.

When companies have a strong brand philosophy, it comes across to potential customers. And when those customers have similar philosophies, it creates a strong connection that drives customer loyalty, engagement, and revenue.

Before launching your new brand, ask yourself: “Who are we as a company? What do we stand for? What are the beliefs and values that inspire us to do business?” Once you have the answers to these core questions, you can use them to weave your brand philosophy.

 

What is our brand mission?

While your brand philosophy is who you are and what you stand for, your brand mission is your purpose. It’s the reason you do business and what you hope to accomplish as a company. And similar to your brand philosophy, your brand mission will be a driving force behind all of your major business decisions, so it’s important to clearly define your message from the start. When you have a clear brand mission, you can ensure that everything you do in your business is taking you one step closer to achieving your goals.

To define your brand mission, ask yourself: “What do we hope to accomplish, both in our market and in the world? What’s our purpose as a brand?” Knowing where you’re headed will help you develop the right path to get there.

 

What is our point of difference?

Every brand should have a point of difference (POD). Your POD is what sets you apart from the competition. It’s the unique value you bring to the market and the reason that your customers will want to do business with you.

To define your POD, ask yourself: “What can we do better than anyone else in the market? Why should our customers want to work with us over the competition? What makes us different, unique, and special?” Your POD is the key to besting your competition, and it’s important to define what sets you apart.

 

Who is our ideal customer?

In order to successfully market your products or services, you need to know who you’re marketing your products or services to. Defining your ideal customer will help you to target your marketing efforts to the people most likely to do business with you.

When it comes to defining your ideal customer, you’ll want to get as specific as possible. Ask yourself: “Who is my ideal customer? Where do they live? What are their wants and needs? What problems do they struggle with, and how can our product or service solve those problems?”

Once you have those questions answered, use them to create your ideal customer avatar, a composite character that acts as a representation of your ideal customer which you can use to guide your marketing efforts.

 

How do we want to be perceived in the market?

The last question you should ask yourself before launching a new brand is “how do we want to be perceived in the market?” Because if you want to be perceived as innovative and edgy, you would brand yourself differently than if you wanted to be perceived as friendly and approachable.

Figure out how you want to be perceived in the market, and then use that definition to develop your brand voice.

Establishing a strong brand is key to launching a successful business. Once you’ve asked yourself these five questions, you can use them to build your brand guide and launch a brand that will connect with your ideal customers and catapult you to new levels of success.

 

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.

5 Pieces Of Copy Every Brand Needs

slamdot-copywriting-screenWhen you’re launching a brand, there are a few copy essentials that you’ll need to get started on the right foot. Here are 5 pieces of copy every brand needs to be successful:

 

Mission Statement

The first piece of copy you’ll need when launching a brand is a mission statement. Your mission statement is the lifeblood of your company; it informs your employees, customers, and clients of who you are as a brand and, more importantly, what you stand for. It will ultimately help guide the decisions you make as your company grows – when considering a potential strategy, you’ll need to evaluate “is this in line with our mission?”

Your mission statement should be relatively short, but should be inspiring and generate a sense of commitment to your company’s purpose from your team and a sense of alignment with your potential customers and clients. Your mission statement should outline your corporate purpose and belief system and the actions you plan to take as a company to support that purpose and belief.

 

Brand Guide

Once you’ve locked in your mission statement, you’ll want to build a brand guide. A brand guide is an absolute must for any business: it’s what outlines all the details of your branding strategy, guides your entire team on how to create a business that’s true to your brand vision, and establishes guidelines for the do’s and don’ts of your brand that your team can refer back to for years to come.

Your brand guide will vary depending on your business model, but all brand guides should include:

  • Your Mission Statement
  • Your Audience Profile (AKA Your Ideal Customer Avatar)
  • Corporate Policies and Procedures
  • Guidelines For Design
  • Guidelines For Copy

Once you have the basics, you can add any additional information you feel is essential for your team, like organizational charts or analytics best practices.

 

About Page

Once you’ve defined your brand, it’s time to tell your audience about it. And the place to do that is on your about page.

The about page is where your customers are likely to head first when they want to know about your brand, which is why it’s imperative you make sure it’s well-written, engaging, and accurately depicts who you are as a brand.

When writing your about page, you’ll want to keep it concise while also giving your audience the information they need to get a sense of your brand. You can include your mission statement, your corporate history, as well as how you plan to serve your customers. The key to a great about page is to write it in a way that inspires your audience to want to work with you; make your copy engaging and connect on an emotional level.

 

FAQs

Chances are, your customers are going to have questions about your brand. And many of those questions are likely to be similar. By adding an FAQ section to your website, you’ll save yourself a ton of time answering customer inquiries, and you’ll also illustrate your customer you can anticipate their needs and answer their questions before they ask.

In your FAQ section, you’ll obviously want to highlight any questions that you frequently receive from your customers, but you can also include any questions you’d like them to know the answer to. So, if you wanted a way to get out the information that your new line of products is cruelty-free, you could put the question “Are your products cruelty-free?” on your FAQ page – even if it’s not a question you frequently field from customers.

 

Welcome Email

Another hugely important piece of copy you need for your business is a welcome email. Because you know how important it is to build an email list, you’ve already created an opt-in area on your website where people can sign up to receive your emails (and if you haven’t, do it!). The first email you send – the welcome email – is one of the most important communications you’ll have with your audience.

The welcome email that a customer gets when they opt-in to your email list is really their first initiation into your brand family. If you make them feel welcome, appreciated, and valued, they’re likely to want to continue to do business with you. If you send an impersonal stock email – or worse, nothing at all – they’re likely to feel overlooked and unimportant, which will have them taking their business elsewhere.

Draft up a warm, inviting welcome email to send out to every person on your list. If possible, send a special bonus like a coupon or a free ebook to thank them for joining. By building that warm sentiment from the first email, you’re greatly increasing your chances for future success with that customer.
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.