For many marketing professionals the concept of cross media marketing is evolving. This definition no longer includes just print, email, and personalized URL’s. With the expanded adoption of social media, many marketers are looking for ways to include social media like blogs, LinkedIn, and Twitter in their marketing efforts.
As with any cross media campaign you can easily engage prospects, and gather information by using print, email, and pURL’s ( personalized URL’s ). At Allegra Print & Imaging we are seeing an increased demand to help marketers build an online community. One innovative approach is to tie together a multi-channel approach the gives respondents an opportunity to connect with social media.
One example is a recent campaign that was launched for the Girl Scouts. A multi-channel campaign was developed that included variable data post cards, email, and a pURL ( personalized URL ). The theme of the campaign was “Support the Sash”. This email and direct mail components drove respondents to a pURL ( personalized URL )where they were asked if they were interested in donating or joining a Facebook cause page. In additional to significantly improving the average donation, the campaign also engaged respondents in the online community. More than 45% of the responders joined the Facebook cause page.
By creating an online community this important non-profit organization has the ability to continually nurture this group of alumni. Over time this ongoing sense of community will create a more active alumni base and ultimately drive incremental donations that they would not otherwise been captured.
