channel marketing Archives | Audience Innovation

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2018-08-19 Paul Kostial

In the age of digital proliferation, offline touch points are being engaged more often by marketing and sales and, not so oddly, performing better than ever, and more so.

 

And there’s good reasons for it …

Start with the overwhelm of online we each face daily; many are simply hard-to-reach online, much less get their attention, much less meaningful attention.

It’s more distracting than many are willing to tolerate and, yes, although there’s a learning curve evolving … i.e. an adaptation timeframe … we’re all flooded with online inbound constantly these days.

It can be annoying and, for any company looking to entice new and prior clients, it’s imperative that engagement work well.

 

As a result, many marketing and advertising decision-makers are layering platforms online and offline to garner the most effective results.

Just ask Tory Brunker, VP, Marketing, Tech Trade Up, who states:

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.”

And Michael McCarthy, CEO of Inkit, an automated direct mail platform, shares this:

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.”

What McCarthy is talking about is smart direct mail, i.e. automated, sequenced and channeled tangible media.  It’s no longer simply the same piece for your entire audience, that’s old-school –and best yet, your messaging lands in their hand ­–in their home or office– and, causing heightened response, and increased user interaction.

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.”

Long-time colleague, Jouette Travis, former SVP, OMD, and former Managing Director at Focus, Carat Dentsu, shares the customer messaging experience like this:

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 more marketing leaders navigate the proper channel balance for their targets, many well-respected in marketing and advertising are increasing investments in offline media, i.e. tangible touch point channels.

Specifically, as they realize that many of their targets are not always online (or ever, for some targets/users).  And, easy clicks in many cases are not generating enough throughput in the sales pipeline, at least for sales to engage, integrate, and close.

 

This applies to most all B2B categories, and many, but not all, B2C categories.  It does vary by product and/or target, of course.

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.

Recent study of online only vs. online+offline …

  • In a study conducted by a F500® company, they compared the qualified response rates of online-only vs. online+offline side-by-side, meaning they also deleted those leads generated that were of no value, i.e. not qualified for further engagement.

  • Their online-only group delivered less than 1% qualified call-to-action vs. online+offline, which was their existing online platform layered with an Audience Innovation tangible touch point platform, for B2B specifically in this case.

  • Their target was high-level B2B c-suite execs (an enterprise channel), and delivered +56% CTA.  Wow, seriously – AND, this target is considered this company’s most difficult-to-reach of their B2B targets, mostly high-level C-Suite executives.

 

+56% CTA Online+Offline vs. <1% Online CTA Only

 

It’s not that either is better, specifically – simply, it’s that the two (in combination) produce an exponentially greater volume than either alone, and by a large X-factor. Their sales force was pleased, and had better quality leads as a result.

 

And, it makes sense – tangible touch points last much longer than digital touch points, at least many of them, like 3-weeks vs. 3-seconds in many cases.  And, they express an interest that’s not as common today, while more engaging in-person, and … they stand out more – i.e. they make a bigger statement of interest.  People notice.

 

Advertising innovation expert, Tom Goodwin, EVP, Innovation, Zenith, shares:

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.”

So then, let’s add the role of humans in this process:

According to well-known expert, Sangram Vajre, Founder & CMO, Terminus, humans are the most important key in the transaction, in many business/sales conversations:

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.

At Audience Innovation, we call this the ‘Lotsa Itty Bitty Carrots Marketing Platform’ and, all joking aside, it’s essential to see its simplicity.

Each has a role, and each contributes to the valued moments in the customer journey, compelling the path of engagement, and … funneling sales actions.

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.”

Then, you have bigger carrots that are your offline touch points, whose job is designed to amplify your valued relationship, and vested as a ‘target’ your company will now invest more than ‘just banners’ forward.

These are tangible touch points that deliver direct connection, interest and reaction and, should be coordinated with the sales force to optimize targeting choices, and a simple plan for their interaction in reverse (with the same targets).

 

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.”

The ONLINE+OFFLINE+HUMAN Marketing Sequence:

 

The ‘LOTSA ITTY BITTY CARROTS’ Marketing Platform

 

As we’re all planning our target strategies for Q4’18 and into 2019, many are now considering the impact and ROI of their most robust online PLUS offline targeting platforms, along with the validation it’s already working.

Thus, the blended or layered messaging sequence is producing greater results and, creating more engaged end users, qualified end users for our sales force to engage.

 

It’s simple – humans did not stop engaging with tangible touch points of value; they simply have a new intangible option that’s also part of their daily routine.

It’s the ‘lotsa little carrots’ in the marketing equation for your targets and, there’s no denying the baseline impact, and cutting through the clutter while establishing a long-term value asset with each customer/prospect relationship.

 

As marketers, our challenges involve growing everything from building awareness to generating sales results and, 1,000+ other goals and objectives – it’s not easy.

It is, however, very motivating to understand how we’re best-served by engaging our audiences both online and offline and, the value-to-interest equation is increased with each succeeding engagement asset, i.e. sequenced steps online plus offline, engagement and interaction.

As a result, customer-connection is stair-stepped upward via little bitty baby steps.

 

One long-time marketing & sales exec recently said it well:

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.

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We build impactful story-telling touch point platforms that amplify highly-valued customer connection. It’s a sales-minded valued asset.

Paul C. Kostial – President & CEO, Audience Innovation

OFFICE: 888.241.6634,719 – paul.kostial@audienceinnovation.com

 

Touch Points That Matter®

Reference Articles


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2018-08-11 Tommy Lesser

People often ask how we get such amazing results for our client’s targets?

With tangible targeting platforms, although it may sound a bit out-of-date, tangible results are impressive, even more so today.

Quite frankly, tangible touch points are more effective now than ever before, and there’s good reason for it.

Here’s some details, and examples …

Though it may seem a bit counter-intuitive, it’s rather easy – the targeting tactics work, better than ever. 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.

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.

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.

It’s a trojan horse, and very reliable … 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.

It’s bold. It’s precise. It’s compelling. And, … it’s very much appreciated.

These campaigns deliver reliable results, and sales teams who’ve used cover wrap assets LOVE their campaigns, and even more today.

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 highly valued touch points.

KEY TARGETS: B2B, AFFLUENT HH’s, PHARMA, RETAIL & SMALL BUSINESS

Q: How often do your customers say ‘thank you’ for blasting them on social media? … A: Uhhh, likely never. Never.

“OVERWHELM is not the best path to improved customer targeting, at least the kind that delivers smart results.” – CMO, F500 Technology Provider

With value-added precise database targeting, our client’s targets appreciate them for including them, and they say 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.

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 very 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 your company, i.e. human-to-human.

Your cover wrap content is 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.

It’s relationship-building at the core, very effective to develop long-term loyalty, valued customer sales, and to engage your targets online as well.

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 fee

l special, and 80% readership is a expected, proven with many audience types.

Smart Bridge-to-Digital via NFC Tags or Video Content Updated Delivery

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 all the newest innovations added as well.

It’s simple. Your messages stand out, far above your competition. You get noticed and, you’ll cut-the-clutter of digital too, causing relationship value.

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 the inventory with our magazine partner.

It worked well, and they’ve continued for three consecutive years, and they will renew, because of reliable results.

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.

 

15 Examples of Highly-Targeted Magazine Cover Wrap Campaigns ?

Let us know if you’d like to learn more.

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.

If you’d like to learn by phone, we promise – your time will be valued and, at least, you’ll know more about an effective direct marketing.

Understanding the full potential of these options is smart, for all marketers today (even digital marketers) and, especially when used tactically as with the examples shared above.

When engaged for the right targets, with powerful messaging sequenced over time – that’s how we deliver valuable client results.

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 your goals, and will provide recommendations (unless it’s not a fit, and we’ll let you know that too) ??

http://audienceinnovation.com • Paul C. Kostial • 888.241.6634,719 – paul.kostial@audienceinnovation.com