Multichannel Marketing: Putting it All Together
We have to say, ‘How many of our programs affected this person, and if we added them all up together, does it make sense?’”
Branding and creating a uniform look across the channels also is an important challenge for multichannel marketing coordination. Stack rebranded Fitterfirst in 2002. A new logo was designed with the image of a man on a ski machine to symbolize the company’s balancing products. Stack began using the name Fitterfirst for the catalog and all printed materials in order to work with the toll-free phone number, which had always been 1-800-FITTER-1, and the Web address.
“You want consistency in look and feel across all channels,” he points out. “If a customer receives your catalog in the mail, flips through it and goes to your site to place an order, and your site looks totally different, that’s off-putting to the customer,” says O’Connor. “Your site should reflect the same character and theme, and if possible, the same fonts and color palette as your catalog.”
Coordinate Your Multichannel Efforts: Five Tips
When coordinating your multichannel marketing efforts, take myriad factors into consideration. We pooled several sources to offer tips to help you put all your multichannel ducks in a row. The tips come courtesy of Rory O’Connor, Web developer and president of the Web design firm The White Room; Stephen R. Lett, president of catalog consultancy Lett Direct; John Rogers, vice president of marketing at The Orvis Co.; and Lisa Papageras, e-commerce manager for Universal Screen Arts.
1. Set aside money to try something new.
An effective marketing budget includes dollars earmarked for experimentation as well as dollars for management of current programs, according to O’Connor.
2. Watch the ratios.
Otherwise, says O’Connor, you can get into financial difficulty.
3. Remember that the catalog is the “mother ship.”
“People that started as dot-com companies,” says Lett, “have quickly realized that they need a catalog. They can’t do it all with the Web.”