Your Multichannel Contact Strategy Chart
Email: "What if we do an A/B split test? We'd like to see which pulls better."
Catalog: "OK by us. Does inventory have input?"
With everyone's ideas and concerns on the table, you can keep evolving your chart until you're satisfied that you have a truly integrated program. It may never be final, but it doesn't need to be.
Now that a contact strategy chart lets your entire company see the big marketing picture at a glance, creative may have a great new idea to run up the flagpole; inventory may sell out of a promo product and need to swap out the promo, pronto; the email team may have a cool new contest that it wants to test, and so on. Change is constant. But with a multichannel contact strategy chart, change will integrate with other channels' activities and schedules for a more effective total marketing program.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or firstname.lastname@example.org.