What is Multi-Touch Marketing?

Multi-touch campaigns reach your target with a consistent message in a variety of formats to reinforce your brand and message. With a multi-touch campaign you can maximize effectiveness by reaching out to prospects in a variety of ways at one time. One example would be to start with a postcard campaign advertising your message and then also sending out the same message with an email and then maybe a door hanger or rack card.

You are offering shoppers a frequent reminder that your brand and product is available. By appearing on multiple occasions and in different formats, you build upon your first impression and establish a connection. Your campaign could be all digital, using emails and social media advertising. You could also send print collateral such as flyers or mailers along with passing out brochures. These are all potential touchpoints. When you have both digital and print advertisements as part of the same campaign, then it is referred to as multi-channel marketing.

So what’s the best strategy to get started on your own multi-touch marketing campaign?

The idea is to get your message in front of people as many times as possible and as often as possible. Sending out one quick advertisement is rarely successful. We are always telling people that consistency is key and the more their brand is out there the more likely they are to get a customer.

Step 1. Determine your audience.

This is always the first step in any marketing process. It’s important to know who your audience is. Your product or service has value to someone and figuring out who that someone is will be crucial in your direct marketing campaign.  It is also helpful to know where your customers are coming from. Are they from the neighborhood? Are they within 3 or 5 miles? If you are not sure, the best thing to do is start asking your current customers because mailing lists and email lists can be pulled based on zip code, neighborhood, city, age, income and many other demographics.

Decide whether a targeted or saturation mailing list will be your best strategy. The more you know about your audience the more successful your marketing will be. You may also want to choose a few types of idea customers, also known as audience personas, to more accurately determine where to reach this potential audience.

Step 2.  Decide on a strong offer.

Once you know your audience, the next important step is coming up with a strong offer. Your offer should be something of value that will entice your audience to contact you.

• Get attention by offering a discount on a product or a free service.
• Advertise for an upcoming sale or community event.
• Use clear language to define what your brand does best.
• Provide a QR code to receive a sample product on the first visit.
• Highlight features that make your product or service a better choice than competitors.
• Emphasize how your location makes buying more convenient for nearby shoppers.

Remember to focus on an item or event that it is something that will be of value to the people who are receiving it. Spending the time and money on a marketing campaign and then not including an incentive for people to call could result in an unsuccessful campaign.

Step 3. Decide what media will work best.

Once you have your target market and offer figured out, it’s time to decide what type of marketing you want to do and when you want to do it.  For example, if you are having an event that is soon then you may want to start with a postcard since that takes the longest and then follow up with door hangers and finally an email a few days before the event.  If you are in a hurry and need to get something out quick, start with an email and then go from there.  With a multi-touch campaign your message will be reinforced is several ways so you just have to determine what avenue will work the best for your business.

Multi-Touch Marketing is one of the most effective ways to increase awareness for your business and bring in more sales. It’s also a great way to experiment with different marketing techniques and see what brings your business the greatest response.

If you are interested in finding out more, give us a call. We would love to talk to you about what will work best for your company.  Speak to someone today at Kessler Creative by calling 800-394-9393.