In my experience, the combination of online and offline marketing are essential to cutting through the clutter, achieving higher ROI, and attracting top B2B targets. I’ve seen as high as a 50% increase in sales ready leads when we layer online and offline with our vital targets.”
Amazon gets it, for example, that offline channels work. Many companies still are trying to ‘go digital’ so much they’ve put blinders on. Guaranteed, some people would be shocked to learn that many companies, like Amazon, are going direct mail big time. May sound shocking, but not so oddly, it’s working well for them.”
It’s a tangible touch point of value, and there are many options to heighten the impact, vs. the ‘mass’ impersonal approach of many channels, both online and offline. Humans respond to appreciation.”
Let the user specify how they want to be contacted (and contracted). Instead of pushing a channel on them, let your online and offline channels form naturally. For example, American Airlines lets you choose text, voice or e-mail, plus apps and more.
However way THEY connect, that’s the way you want to reach them. This establishes a more powerful channel with amplified interest and, more effective retention both online and offline.”
As a result, the balance of ‘layered media’ is returning full swing today, embraced by many, even while cultivating online channels. Many have already added new expressions of layered offline channels and, they are now garnering even better results with both, specifically by adding tangible touch points. May seem old-school, but it’s working.
When are we going to understand that people do not ‘spend time’ online? They exist in a world where reality blends the two. Digital stuff is just another channel how we live. It’s not a choice. It’s not a behavior.
We don’t ‘go to the power grid’ to boil a kettle, we just make tea. In the same way, we don’t do digital banking, online dating or ecommerce, we just send money, go on dates and buy stuff in 2018.
This isn’t semantics, it’s the outlook and mindset we have to have for the modern age, we have to build for this reality not adapt what we have to just about work in it by bolting things on the side.”
At the end of the day, regardless of whether you’re in marketing for a business-to-business (B2B) or business-to-consumer (B2C) organization, it’s about creating human-to-human (H2H) connections.
With H2H marketing, it’s about creating a compelling narrative, a story that people will actually care about. It’s extremely rare to get people to care about your brand unless you already have a certain amount of prestige associated with your company.” Human value.
You’ve got lotsa itty bitty online carrots ‘floating around’ your targets online all day every day, attempting to entice them to engage an interaction with your company. It’s the combination of both online and offline channels that most effectively engage your most vital targets, unless you have a click-and-buy product/service you’re selling.”
They’ll know your interest as soon as they receive your first tangible touch point and, they’ll have an amplified response increasing over time, including their greater appreciation for the recognition you have given. They’ll take note, whether the phone rings or not (yet); it’s a heightened reciprocity that’s positively lodged in their brain.”
The crescendo is your sales force, which is your biggest and most powerful of all marketing carrots – the biggest, when supported properly. It’s all about driving purchase, one carrot-nudge at a time.”
We’re using valued offline channels more now, simply because we’re drowning in the ‘always everywhere’ overwhelm of online channels that are cluttered, and fragmented. So, why would we not also be where we are seen bigger, bolder, and without drowning over here? Specifically, we deploy a simple ‘be where they’re not’ plan – it’s smart layered targeting working best.”
We build impactful story-telling touch point platforms that amplify highly-valued customer connection. It’s a sales-minded valued asset.
OFFICE: 888.241.6634,719 – email@example.com
Though it may seem a bit counter-intuitive, it’s rather easy – the targeting tactics work well, and better than ever before.
Adept marketers frequently use our solutions for many targets, and this spans everything from thought leadership platforms, sales assets, multi-touch prospecting platforms, affluent marketing, trade shows and conventions, pharma point-of-care, and more precise databases.
Yes, it may seem a bit obtuse – people will often put so much emphasis on the magazine (like inside book advertising), they forget it’s really direct marketing. Thus, it’s never about the magazine – it’s always about the target, exactly precise targets.
The magazine is only a simple delivery device, the envelope that gets vital messages in your target’s hands. And, for good reason, the magazine is also why your ‘envelope’ is warmly received, appreciated. People like to be recognized – it’s very basic Psychology 101 – human psychology works.
It’s a Trojan horse, and very reliable marketing … a valued tactic that delivers ongoing messages directly into the hands of the exact customers and prospects (targets) you care about reaching the most, those you want to cultivate most.
It’s not a ‘mass’ medium – it’s all about the exact placement, any niche target, and content that matters, i.e. appreciating relationships you value in business, for acquisition and retention, both short-term and long-term growth goals.
Yes, for any target you can fathom, you literally deliver your custom messages placed on the covers of high-value magazines and, then deliver your call-to-action content, even for direct-to-digital platforms. And, you do so reaching them in-home, in-office, or in any collection of geo/demo retail locations or doctor’s offices. It’s precise, and compelling.
These campaigns deliver reliable results, and sales teams who’ve used cover wrap assets LOVE their campaigns, always.
Our best prospect is a Sales Director, as he/she understands the pain-points of reaching vital targets, which is very difficult these days. It delivers valued touch points.
Q: How often do your customers say ‘thank you’ for blasting them on social media? … A: Uhhh, likely never. Never.
With value-added precise database targeting, our client’s targets appreciate them for including them, and they say thank you – thank you – THANK YOU!!
And in waiting areas, customers appreciate the info shared in close proximity to their dentist, veterinarian, doctor, barber, hair stylist, i.e. any secondary influencers for the products or services you’re promoting – geo/demo targets, and local targets.
It may sound complex yet, essentially, it’s a very simple process … we deliver it for you turnkey, and do the heavy-lifting for our client, and agency and magazine partners – it’s a well-constructed and sequenced plan.
For smartest messaging, we recommend a human ‘message’ be included, a personal ‘letter’ from one of your key executives, your CEO or other leaders, influencers – it’s the human ‘voice’ of the company, i.e. a human-to-human connection, which is even more powerful today, especially amidst digital fatigue. It cuts through the clutter.
Your custom cover wrap content is also consumed more consciously, and for longer periods of time (vs. digital), for example. It’s the gift that keeps on giving … and it’s why people appreciate it so much, chosen for VIP customer status.
The value of ‘co-branded’ content cannot be underestimated – it literally lifts your brand via the association, and your multi-page cover units are visually stimulating. Thus, they cause a natural inclination to engage the info shared. They feel special, and 80% readership is a expected, proven with many audience types – consumer and business.
You can now digitally ‘tag’ cover wraps with devices like NFC, Digimarc, video, buzz cards, and creative units like gatefolds, textured printing, variable printing, and pullouts too. It’s kinda like, what’s old-is-new-again, but with the newest interactive innovations added as well.
Those who receive your special issues are first notified via an announcement letter or card, i.e. “please enjoy receiving Fast Company magazine” … for example. Your gesture stands out, gets noticed, and delivers an ongoing series of productive touch points, which builds interest, loyalty, reciprocity and sales.
As an example, a tech client recently targeted 2,000+ high-level CIOs, all of whom were enterprise or channel targets. Within only 6 months of this campaign starting, the client reported a 56% engagement, compared with their digital engagement stats, which was considerably less potent and more costly per event.
Their sales force was elated, got the bounce they needed and, they renewed their next year six months earlier than needed, simply to lock inventory with magazine partner.
We also build retail platforms in any footprint of geo/demo targeting, i.e. spas, hair and nail salons, auto dealers, tattoo parlors, country clubs, athletic facilities, coffee shops, and any of 200+ location types – each chosen by exact geo/demo radius, demos, address, zips, etc.
When the targeting objectives fit, there’s nothing like the precision of magazine coverwrap campaigns to deliver smart results. It’s a direct marketing tactic that’s often misunderstood and, we hope to assist your biggest ideas – 888.241.6634,719.
If you’d like to learn by phone, we promise – your time will be valued and, at least, you’ll know more about effective direct targeted marketing tactics, and options.
Understanding the full potential of these options is smart, for all marketers today (even digital marketers) and, especially when used tactically as shared above.
When engaged for proper targets, with powerful messaging sequenced over time – that’s how we deliver the valued client results we deliver consistently over time.
Please reach out if you’d like more info, new ideas, or to chat with one of our 40 client leaders. They are adept with the most-valued and productive targeting. We’ll first want to understand your targets better, and goals, and will provide options (unless it’s not a fit, and we’ll let you know that too).
We’re featured in this article about these campaigns, “Put a Wrap On It” … just released today by a well-known blogger on the publishing industry.
As a side note, we deliver assets for both magazine partners and our clients, as we serve both ends of this spectrum.
And, the results for both are an ecstatic win/win, as cliche as that may sound.
Feel free to reach out if you have questions. And, Happy 4th of July to each of you ????????????
by Dead Tree Edition, PubExec Magazine – July 2018
FOR CONTACT: Paul C. Kostial, President – www.audienceinnovation.com
firstname.lastname@example.org – 888.241.6634,719
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