Multichannel Prospecting: Changing Channels
When beginning your media selection, ask these questions to determine which media to consider and which you can pass by:
1. Do you have a "hero" product that can stand on its own? A hero product will allow you to sell directly from a DRTV or print ad, enabling you to avoid the long timetable and cash flow crunch of taking online or catalog requests. With a really strong hero product, you can consider options such as a 30-minute infomercial or magalog.
2. How much selling space/time does your brand/product/offer need? Is the offer you plan to make free (for lead generation)? Is it low-priced and impulsive? A higher-priced, considered purchase? The answer will direct decisions like whether to use a postcard, envelope or magalog solo mailing.
3. Are your prospective customers active or passive responders? Are they sitting on the couch watching TV or actively searching online? Every medium has different levels of involvement; tailor your selection appropriately.
4. Can your brand/product benefit from demonstration? DRTV is the best place to demonstrate a product in use or show before-and-after product use examples. If your product is easy to visualize without being seen, however, radio could offer a distinct opportunity at a reasonable price. And don't discount the spillover benefit of mass media like TV, radio and print. These mass media have reinforcement benefits for web and retail sales beyond direct responses. While response rates for mass media tend to be much lower than targeted media like direct mail lists, so are their costs.
Multichannel acquisition marketing delivers significant benefits to your business over the long haul–. Who wouldn't want to bulletproof their efforts against potential cost increases, competitors and other negative environmental factors? But multichannel prospecting can be challenging to execute because there are so many options and you'll often be required to consider different offers or ways of selling. However, gaining the skills and experience to succeed at prospecting in multiple channels is exactly what makes you harder for competitors to beat ... and ultimately bulletproof. ROI