How to Streamline the Customer Experience
Posted on 05/14/2012
Integrating a variety of marketing channels—such as direct mail, point of purchase and email—is hot these days. In fact, integration is such a hot marketing buzzword that we can hardly call it “hot.” Sizzling might be more appropriate.
But there’s a catch to creating a marketing strategy that’s sizzling and integrated. It needs to be streamlined, too. Streamlined cross-channel marketing campaigns help customers identify with and connect to your brand. The more familiar your business feels to the customer, the greater chance you’ll have of nurturing a long-term business relationship.
So adapt the goal for your marketing strategy to be three things in one: integrated, sizzling and streamlined. And yes, it’s doable. Here’s our take on streamlining your marketing campaigns so that each element feels familiar.
Design every element so that it’s consistent with your brand. Before creating your next marketing campaign, make sure that it matches—or jives with—your brand’s color scheme. The mood should feel the same, too. Is it serious or light-hearted? Does your content voice have the same personality? These are questions to consider when crafting a campaign that lends itself to multiple touch-points.
In Store & In Sync
In-store signage and other promotional pieces ought to have the same look and feel as the email message that drove the customer to your store in the first place. Customers visit your business with their phones in hand, so your mobile messaging should be reinforced by what’s in store. Point of purchase can match your email marketing, too.
Dependable Direct Mail
Direct mail pieces that seamlessly connect with the rest of your marketing plan can jog a prospect’s memory. For example, your mail piece may attract attention initially then sit on the counter until your lead follows up. When they drive by your business and see window signs that remind them of your postcard, they’ll be more likely to stop by. And when prospects are presented with a flyer that’s just as integrated? Why, that’s even better.
If ever there were two elements of your marketing campaign that need to be married design-wise, it’s email and your website. For example, the color scheme in your message ought to complement your site’s colors since it will (hopefully) drive recipients to your site. And if you wow them on your site, expect an in-person visit. Pave the way with flyers and point of purchase reminiscent of online messaging.
Commitment to crafting seamless marketing is also a commitment to creating a streamlined customer experience. Adopting this strategy is important for customer retention and even closing sales. Don’t lose customers along the way of multiple touch-points. Link every element to keep them hooked.
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