No matter how you feel about a particular marketing strategy—love e-blasts...hate telemarketing—there's no denying that the most successful marketing comes from the seamless integration of strategies and techniques. Here are some tips to help you create a multi-channel campaign that works:
1. Keep your message and design consistent. Don't try to be "all things to all people." Instead, advertise what you're good at and make sure every ad is a reflection of the overall campaign and of your business.
2. Lead your readers/listeners from one medium to another. Include your Web address on your ads, for example, and include a link to your newsletter on your Web site.
3. Run your ads concurrently. People are more likely to respond after seeing you in more than one media. Newspaper Association of America research shows that, among people who research products and services after seeing them advertised in newspapers, 67% use the Internet to find more information, and nearly 79% of them actually make a purchase following their additional research.
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