Author: Ellen Dohm
Marketing – the process or technique of promoting, selling and distributing a product or service. Sounds simple, yes? And it certainly can be, it can also be quite complicated. We all know the purpose of marketing and the need to market our companies, however, finding the right formula to engage prospective and current clients can be challenging. What engages one set of consumers won’t necessarily work for everyone. That’s why it is very important to utilize all forms of marketing, i.e. direct mail campaigns, email blasts, TV and radio ads, etc. Try, try and try again until you find what works for your business.
Recently, MultiGraphic Marketing sent out a “3-touch” email blast titled March Marketing Madness. The initial blast, a reminder and the final to announce the winner. Our goal was to preserve top of mind awareness with our clients and prospects as well as increase traffic to our website. To sweeten the pot we offered the addressee a chance to win a Kindle Fire and $300 worth of corporate apparel – everybody likes getting something for free!
The email blast instructed recipients to click on a button which took them to a page on our website with instructions to complete their final four picks and the winner of the men’s basketball tournament. This form was then sent back to us via email. Our hope was once the person was on our site they would poke around a bit and check us out. This is what is known as multi-channel marketing – “touching” clients and prospects through different mediums.
Our open rate was 25%, almost double the industry average of 12.6%. We also realized a significant increase in page views on our website. We considered the campaign to be a success and it was implemented at a very low cost, the major expense being the free gifts to the winner.
Does this type of campaign appeal to you? If so, give us a call at 717-625-1255, we would welcome the opportunity to work with you on your next marketing effort.