Multichannel marketing: when you gotta have more cowbell

Leveraging multichannel marketing to help your brand

I know you’ve seen that classic Saturday Night Live skit with Christopher Walken as the crazed music producer who just KNOWS his band’s new recording will go platinum if Will Ferrell can give him more cowbell.

Walken is a pretty versatile guy, having appeared in 100+ films and TV shows. He’s one of only 2 actors with an open invitation from Lorne Michaels to appear on SNL anytime. He’s done it all, from Shakespeare on stage to Pulp Fiction to Wayne’s World 2.

At ALitho, we like to think of ourselves that same way. You won’t find an Oscar on our mantle, but we’re proud of the awards we’ve earned for integrated marketing programs that build brands and sales.

Our clients know that web and print together put a LOT more cowbell into their marketing programs. A well-crafted direct response program that works with mobile and in-store elements drives customers to stores and websites like no other combination – even when you’re targeting millennials, who marketing researchers say are never more than 3 feet from a smartphone or tablet.

Why does this approach work so incredibly well? Top brands have given us a few insights lately.

If you ask IKEA, it’s because thumbing through a vibrant, well-designed catalog is the ultimate user-friendly experience, a point they make brilliantly in in their bookbook video.

JCPenney, which recently rebooted its print catalog program, expects to benefit from the fact that print puts products in context, delivering deeper detail and visual data than a web page can.

Research backs those who put their faith in print. In fact, studies show that more than 90% of all web purchases are made by customers who have a printed mailer or catalog in hand!

But before I leave you thinking that just adding print to your multichannel strategy is enough, let’s take a closer look. It turns out that mailing data is the true superstar in capturing customer response.

It’s all about getting personal. Mailers imprinted with customer and prospect names are opened 70% of the time, while those with address only are opened by only 22% of all recipients.

The Advantage of Personalized Mailers

So you triple the chances that your offer will be read just by getting the recipient’s name on the piece. But for maximum effect, you want to go further in mining customer data.

Many top brands are seeing amazing response rates when they use a specialty format with nested, 4-color images. They are leveraging customer purchasing insights to deliver unique offers within these panels. The variable imprint is determined by each individual’s buying history for supreme relevance and appeal.

We’ve seen response rates climb anywhere from 9% to 40% when variable imprinting is used to target known preferences, especially when paired with other special effects.

This is the perfect way to think about maximizing sales through your loyalty program. And with more than 3.3 billion loyalty program memberships in the U.S. – an average of 29 per household – it’s likely that your most engaged customers are a growing focus of your total marketing spend.

Alitho offers a Full Circle of Services

Without a doubt, you’ll want to work with a team that has the data analytics and advanced printing and personalization capabilities to make your mailing a hit. All of which makes American Litho a great choice. We’ve developed a full circle of services for multichannel marketing that will put your brand in the spotlight.

So whether you’re launching or re-launching your product catalog, reinvigorating your mailing program or looking for effective packaging and merchandising tie-ins, we’re ready when you need more cowbell.

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