Creating a Holistic Marketing Plan
A direct mail campaign does not exist unto itself. All good marketing is holistic and direct marketing is just a part of the whole. This means that you need to integrate your direct marketing with the other marketing activities in which your company engages in.
Embracing Multichannel Marketing
Multichannel marketing is the application of a single marketing strategy across multiple channels. You use all the marketing channels available to you to promote the same message in the same manner.
First, make sure that all your marketing efforts support a common message and goal. It doesn’t work for your print advertising, website, and direct mail to promote different messages. You need to repeat the same message in all your marketing activities, across all channels.
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Second, put forward a similar brand image in all your marketing media. Select a color scheme and fonts, along with a set of graphics and images, and stick to it in everything you do. A customer should be able to pick up a direct mail piece and know it’s from the same company (or for the same product) they saw on TV or on the web. No matter what marketing vehicle customers see, they should view the same look and feel.
Finally, let each channel play into its own specific strengths. Direct mail is great for generating sales, so make sure your direct pieces sell your product. Websites are good for creating an image and providing tons of information- let your website do that. Use each marketing channel appropriately while supporting the same vision and message consistently.
Using Multiple Channels in a Single Campaign
Multiple marketing channels should work together to enhance the success of a specific campaign. For example, a radio spot can introduce a new product and then drive customers to your website for more information. Similarly, a direct mail piece can offer a discount on your product and drive customers to a page on your website to complete the order. Let each channel feed into the next.
Using CRM and Marketing Automation Systems
Managing multiple marketing channels is easier when you employ a customer relationship management (CRM) or marketing automation system. The latter is particularly useful for managing multichannel marketing campaigns and tracking responses across channels, especially when different channels are handled by various departments in a large organization.