Specializing in Integrated Media Campaigns

Printed Media, Direct Mail and the Internet compliment each other, research proves consumers like a little of each. Mail and Internet communications generate the best results working as a media team. The key is the right balance of each and proper planning.

By integrating both mail and the internet into your media mix, you can command the attention of your audience where they live, work, and play.
Studies show that consumers who interact with brands over multiple media channels display more loyalty and spend 30% more than those who shop using a single media channel.

The internet complements rather than competes with mail and other printed media as a means of reaching your audience and compelling them to respond.

Blending the distinct flavors of both print and the internet into one powerful marketing strategy will help you achieve high-impact results.

Mail links consumers to your web site and is used to drive traffic to your site. There are a number of tactics to link consumers to your web site:

Postcards
A postcard is a simple and affordable format that gets your message immediate attention. Motivate customers to go online by including an offer and measure the results.

Catalogs
More and more online retail sites use catalogs to amp up their sales. Research shows mail-based catalogs have a significant impact on attracting customers to a retailer’s Web site. In fact, 41% of Americans shop using both catalogs and the Internet. Studies also show catalog recipients:
• Account for 22% of Web site traffic, but 37% of retailers’ Web sales
• Make 15% more transactions than those who did not receive catalogs
• Spend 16% more than those who did not receive catalogs
• Are nearly twice as likely to make an online purchase

Multimedia Mail
Another innovative idea is the integration of CDs and DVDs into one interactive mail package.
With a CD or DVD, one click can lead consumers to more information or purchase options online.

In order to reinforce your main message, your print and internet solutions should have the same look and feel and campaign consistency. By integrating your mail and internet efforts, you will give both messages a greater impact — and get more customers to your web site faster.

From their home to your home page, mail and printed media motivates customers to visit a site more often, stay longer, and spend more money while shopping.

It is important to open the digital lines of communication. Consumers approach mail and the Internet with two very different mind-sets. E-mail has taken over as the primary channel for personal correspondence (excluding birthdays and holidays).
Consumers are more apt to ignore and click unsolicited e-mails over to the trash —especially from brands they don’t recognize or feel are irrelevant. A report released by DoubleClick.com in March 2005 found that 59% of respondents feel that “knowing and trusting the sender” is a factor in opening and reading an e-mail.
But, with mail and print, consumers are more open to discovery. They take the time to sort through and consider their offers.

Marketers even use mail to get permission to open up an e-mail relationship with their customers. Your e-mail message will have a much better chance of getting read by customers who invite you in. And, considering about 62% of the e-mail U.S. consumers receive per week is spam or unsolicited, getting permission through mail is one of the most effective ways to get your audience to open those e-mails you’ve worked so hard to develop. And, once you’ve established an e-mail connection, you can keep your customers coming back to your site more often with an integrated mail and e-mail campaign.

Consumers rely on e-mail as a useful tool to manage their personal lives. But, compared to the mail, they are less likely to take the time to read internet offers and retail messages.

Connecting your off-line and online efforts into one powerful strategy just makes sense. Smartly leverage print, mail and the internet, and you’ll not only help bring up your sales and drive more traffic to your web site but also enhance the experience consumers have with your brand.
Today’s consumers may be fully immersed in the internet, but the research shows that they still love to get their mail.

Bring something new to the table — enhance your communication results using integrated media campaigns.

Contact Krista at 412.927.0404 for more information on integrated marketing campaigns.