Multichannel Marketing: Channel Surfing
While separate teams are assigned to each channel, Kiger says consistency is achieved through regular communication between all creative staff members. Moreover, two art directors travel between each group, a tactic that helps ensure logos, colors, fonts and other creative elements remain the same throughout. Through weekly creative meetings, all team members are briefed on their colleagues’ work. Before a direction even is decided on, the creative services division presents its vision to the marketing and merchandising departments, so everyone is kept in the loop.
Differences in Creative
At Duncraft, a Concord, N.H.-based manufacturer and marketer of bird feeders and related products, there are two principal sales channels: a catalog and a Web site. “We want them to be harmonious, but each channel has its own nature,” explains Sharon Dunn, Duncraft’s president. “We produce only two editions of the catalog a year; therefore, our merchandise is pretty stable over a six-month period. With the Web, we have the advantage of how quickly things can be done and how soon you can post products. We use the Web to get new products up before we can get them in the catalog, so we can get advance sales. This also can serve as a test for how the customer responds to a certain item, which helps when we do the catalog.”
It also provides an opportunity for catalogers to promote and sell related accessories. “On our Web site, there’s an opportunity to include specific items to cross-sell: If you bought this product, these are some of the items that go with it,” Dunn explains. “In my business, we sell bird feeders, so we might suggest a particular seed that goes with it, or a particular accessory from which it hangs. It provides a flexibility that you don’t have as much in cataloging, because the page is set.”