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2020-02-07 Paul Kostial

The world of marketing has changed much and yet, the mindset of humans hasn’t shifted ‘online only’ as much as we might think and, it’ll take years. As a result, combining ONLINE and OFFLINE touchpoints is the most effective means to reach and engage your most vital targets, at least for those at the top of the sales pipeline, for both retention and acquisition.

  • In the meantime, adept marketers are using multi- or omni-channel to reach their targets.
  • And many in fact, are using cover wraps to reach and engage even their most difficult targets.
  • Except for some cases, a blended touchpoint strategy always yields the biggest results.
  • To start, there are many targets who are near-impossible to reach via online platforms.
  • And, even if you ‘reach’ them, they are not very responsive (if at all) – all touchpoints aren’t equal.

In a recent side-by-side test of our cover wrap platforms vs. online-only channels, a long-time F500® client measured their results – i.e. sales team interaction via multiple CTA options.

  • Without question, our cover wrap (i.e. offline touchpoint sequencing) vs. their online-only channels delivered beyond the expectations.
  • Their results are shared below and, it was only exceptional news for them. They were very impressed and, the sales team loved it.

After considering cutting their online channels (for this target), we encouraged them to keep the online active, for many reasons – the COMBO will always produce the best results.

Why not? … it’s already built and frankly, the combination then provides the multi-touch of BOTH online and offline working together, in tandem. That’ll engage more targets, right?

  • Yes, of course.  So no, don’t cut the online, just because the offline platform delivered such astonishing results.
  • This F500® client was targeting a very high level CXO (c-suite) enterprise prospecting audience – very difficult.
  • They put their messaging on sequenced covers of Forbes® magazine and, literally put the vehicle in their hand.

They were having huge difficulties reaching this target and, having used our platforms, they engaged a platform to test the results.

And here’s what they got in return … 

 

 

 

 

 

 

 

 

 

So, they continued both online and offline, fortifying their TANGIBLE offline touchpoints and, driving vital sales with their most important prospects.

They’re now looking at doing the same sequencing with the retention targets as well, which will produce an even better result.

That’s just a few of the many reasons to consider our cover wraps for your offline targeting and, remember, your sales force will thank you.  It works.

NOTE: Most people are very unfamiliar with the technology and targeting behind cover wraps and, most won’t read all the reasons.

So, let’s chat and, based on your target, we’ll share our 30+ years’ experience …

a) what works, b) why it works and, c) how you can use it smartest.

When you have questions or want to take a look, email us at paul.kostial@audienceinnovation.com,

or visit our WEBSITE with dozens of examples. We also share basic platforms, options & rates.

 

And yes, CUTTING THROUGH THE CLUTTER of online overwhelm is 90% of the battle today. This is an enormous challenge facing marketing and sales today, no matter company size.

 

And especially if you have marketing and sales objectives to:

  • better support your marketing and sales teams,
  • reach and effectively engage your most vital targets,
  • rise above your rigorous and brutal competition and,
  • deliver exceptional messaging for your company.

We’d love to share specific ideas and recommendations regarding how it’s done, for …

We look forward to it and, if your target isn’t a fit, we’ll let you know that too.

 

We offer 400+ content partners, so ask for options and we’ll suggest the best fit for your targets.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

#coverwrap #magazine #pointofcare #pharma #affluent #directmarketing #outofhome #directmail

#paulkostial #audienceinnovation #b2b #b2c #retail #placebased #geodemo #locationbased #sales


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2018-10-13 Paul Kostial

Building a successful business in any market requires an ambitious marketing team and a strategy that works for you. When expanding your business, you need to be able to trust your marketing team to maximize your reach without overspending or launching campaigns that do not resonate with your target audience. Knowing how to determine the effectiveness of your current marketing team is essential before launching massive campaigns and investing financially in ad spending.

Evaluate if Your Marketing Team is Pulling in Enough Leads

Hold weekly or bi-weekly conferences and meetings with your marketing team to ensure you are moving forward with plans and to avoid wasting time or your investment. Inquire about their marketing plans and ask why they have chosen the methods they prefer. Consider your audience and the way they are most likely to find your website or online presence. Does your audience browse using their mobile phones? Are your prospective customers interested in a newsletter subscription, or do they discover new offers and promotions via social media platforms such as Facebook? A great marketing team is able to relay necessary information to you while highlighting what is likely to work best for your followers and consumers simultaneously.

Resource: How to Build a High Performance Marketing Team

Monitor Metrics to Evaluate Marketing Campaign Performance

The most important metrics to monitor with a marketing team include conversions, email opens, and click-through rates on your website, advertisements, and email newsletters sent. Monitoring the metrics of individual campaigns your team launches provides valuable insight into what messaging, subject lines, and promotional copy work best for your target demographic.

Resource: How to Measure the Effectiveness of Marketing Campaigns

Improve Your Business’ Marketing Game

Keeping track of your marketing team’s progress is extremely important to remain on track with any goals you have set in place. Ask important questions and hold your marketing team accountable. There are a few ways to improve your company’s marketing game by setting requirements from your marketing team such as:

  • Set a budget in place for ad campaigns on social media platforms such as Facebook, Twitter, and Instagram.
  • Request visual reports weekly for each campaign and ad you launch using social media and third-party sites.
  • Use A/B testing on each campaign you launch for a more precise metric report while reviewing effectiveness.

Resource: 6 Contrarian Questions to Ask When Hiring a Marketing Agency

When you understand what a good marketing team entails, ensure your own marketing team meets your standards and delivers on their promises. With the right marketing team by your side, expand your business while boosting loyalty, trust, and commitment from your prospective customers.

When managing a marketing campaign, sometimes you need some extra help and guidance. That’s where we come in. Our campaigns range from business to business because we fit our campaigns to your needs. Check out what campaigns we have to offer and see which is best for you and your business! Businesses who have used our services have seen up to 341% ROI because of our campaigns! Get in contact with us, and let’s see what we can create together!


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2018-07-04 Paul Kostial

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

https://deadtreeedition.blogspot.com/2018/07/put-wrap-on-it-as-magazine-ads-dwindle.html?m=1

 

 

FOR CONTACT:  Paul C. Kostial, President – www.audienceinnovation.com

paul.kostial@audienceinnovation.com – 888.241.6634,719

#coverwrap #coverwraps #audienceinnovation #paulkostial