Deliver Magazine's recent issue has some great tips and examples of integrated marketing. The articles include examples in real estate, restaurants, schools, and car sales centers.
Marketing tips include:
Use a checklist to ensure direct mail is steering online traffic to you - Is your offer compelling? Is your call to action clear? Is there a deadline for action? Did you test various formats? Are you capturing contact information? Is your URL easy to type?
Use the rich data you receive in an integrated campaign to keep refining your mailing list - Not only start with a targeted mailing list, but be prepared to clean and refine that list throughout the duration of the campaign.Use social media to promote your direct mail.
Let it showcase your brand personality.
Examples of integrated marketing campaigns include:
Riser Automotive Group uses an integrated radio and direct mail approach to increase showroom traffic and sales. The integrated marketing campaign uses radio during the commuting hours and follows-up with a direct mail piece - both using the same theme. Over a four-week period, 50,000 mailers are sent. The campaigns typically increase dealership traffic by 500 to 600, and result in an average of 35 additional vehicle sales, which translates into a 6-to-1 return on investment.
N’Tini’s New Orleans Steak & Martinis used direct mail, personalized URLs (PURLs), social media and e-mails with the common theme "“Let’s Meat Up for Lunch.” About 6,700 postcards measuring 6” x 9.5” were sent to customers within a three-mile radius of the restaurant. More than 450 people responded from the mail piece, activating their PURL and sharing the message with friends. That resulted in an additional 2,469 customers visiting the site for a total response of 2,949. Of those, 333 users shared the offer on Facebook and Twitter and through e-mail.
You can read more on integrated marketing at the Deliver Magazine web site.
Wilson Printing can help you with your integrated marketing projects. Give us a call and give your marketing a boost!
