Multichannel Brand Management: Refine Your Message
Your selling strategy can show up almost as a subdivision of your brand. When trying to determine how to sell your product, make decisions that are supported and executed throughout your channels. A good example of this is seen in the current and ongoing Xerox color printer campaign. The direct mail uses verbiage that’s inspiring and the design enhances the message by taking these keywords and making them shine.
Space advertising repeats the approach to the copy and the design.
Xerox’s e-mail and Web are perfectly in sync with this approach. This is from a campaign created to draw customers in using a sweepstakes, and then to tease prospects into looking over a new color printer.
A landing page that’s perfectly coordinated with the e-mail that drew me in.
Incorporating the Catalog
Many catalogs feel that the Web isn’t worth spending a lot of time and money on, since it’s a place customers and prospects willingly enter, rather than a “push” media, such as a print catalog. This has changed in a big way, though. Catalogers successfully are pushing prospects to Web sites. But if customers arrive at the sites and they don’t bear brand resemblance and attitude to the catalogs, they’re unlikely to feel at home.
The Beau Ties catalog, which Catalog Success profiled in a “A Classic Act” (November 2005), does this right in many ways. The copy is warm and friendly and by the time you’ve spent just a few minutes with the catalog, you want to go out and buy a bow tie for every man on your shopping list.
A tiny ad, the bow tie centered at the top immediately says this is a friendly place to shop.
The company delivers on its promise when the catalog arrives, with its warm, engaging copy and straightforward approach. Images are big and colorful, and stories tell how some of the patterns were developed.