One of the cost-effective solutions Cushing offers is Cross Media Marketing. While it can provide a boost to direct mail campaigns, it is a tool we incorporate into Cushing’s monthly email newsletter and e-blasts. Why do we do this? We receive instant data triggers to track prospect activity. For example, within seconds of a prospect click, the marketing department receives an email.
The functionality helps us collect sales leads and allows us to target our marketing to our clients. It also helps us understand if the written content we are providing is useful and interesting to our subscriber database.
Recently, we offered restaurant gift cards to recipients in exchange for completing an online survey. However, we did not simply give items away. The personal engagement helped uncover sales opportunities with current clients and informed us of interest levels we didn’t realize existed.
Campaign
Lettuce Buy You Lunch!
Goals and Objectives
- Collect data on printing services potential clients order throughout the year
- Determine how often clients attend tradeshows and conferences
- Find out which clients use PURLs (i.e. Personalized URLs) to collect data
- Determine client and prospect interest level by tracking click activity
Challenge
Develop a promotion that generates response and encourages prospects to share information on buying behavior.
Strategy
Promote a call-to-action which provides all recipients an opportunity to be rewarded. We selected 20 random participants who completed our trade show survey with Lettuce Entertain You gift cards.
To increase open rate, each recipient received an email message with a personalized subject line, e.g., Bill, Lettuce Buy You Lunch!
In the past, potential prize winners had been limited to the first 10–15 respondents. By adding the element of choosing a random winner, we saw a 40% increase in prospects completing our survey.
Landing Page | Survey
Results
Using cross media, we collected data on how our clients approach their print marketing as well as how often they attend promotional conferences, events and tradeshows.
For instance, numerous clients attend over ten trade shows a year. While trade show graphics is a service we provide, many of these clients do not request project quotes. Through cross media we learned that we need to:
- Provide additional information on these services throughout our website
- customize marketing campaigns to educate clients on trade show graphics printing Cushing offers.
Adding PURLs and tracking links to the email newsletter content, we were able to track activity. Automated triggers specifically provided data on what each recipient clicked, e.g., Cushing Client Success Stories.
Using cross media software, this data was downloaded and distributed to the sales department.
Of the collected responses, the business development team was provided over 90 sales leads.
Ready to engage your prospect base? Call our print marketing team to discuss how cross media can enhance your outreach or use our quote form to request more information.
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