Multichannel Marketing Seminar

Defining Multichannel Marketing

• How it's unique. Why it's more relevant today than ever. Who's doing it and why.
• What's in it for the marketer? What's in it for the customer?
• How does multichannel marketing impact costs? How does it impact results?

Brass Tacks: The Four Basic Steps of Planning

• Delivering a consistent experience across channels. Leveraging the strengths of each channel. Developing synergy
• Enabling the customer to do business where, when, and how he/she wants to
• Building the right kind of database designed specifically from and for a multichannel approach
• The role of technology

Planning

• Strategic Decision Tree: The 47 decisions you need to build a multichannel program
• Start at the end: Establish goals and develop your vision of success
• Determine metrics of success
• Assuring flexibility and performance-driven ROI
• Strategic considerations and tactical decisions

Your Brand in a Multichannel World

• Establishing YOUR blueprint to become more customer-centric
• Differentiating your product
• Communicating that differentiation to the right audience, at the right time, using the right vehicles
• The role of alliances: Do they fit into your multichannel program?
• Getting senior management's "buy-in"

DAY 2
9:00 A.M. - 4:30 P.M.

Targeting and Segmentation

• Finding customers, wherever they are, when they're ready to buy

  - Where are your new customers?
  - Can you enable them to find you?
  - Establishing the dialog
  - Role of demographics, psychographics, and firmographics
  - What about existing customers?
  - Who should you focus on?
  - How to determine the best customers
  - Segmenting and profiling
  

• Determining the right mix for your customers and markets
• Privacy: More critical than ever

Media Planning and Allocation

• What is Media?
• The role and value of media channels
• The media planning process
• Establishing your multiple objectives
• Relationship between brand and direct response

  - Defining the target
  - Research
  - Media Allocation
  - Selection
  - Scheduling
  - Execution
  - Analysis
  

• Direct Marketing in “The Communications Ladder”

Measuring Success

• Benefits to aim for: Defining your goals for success
• How will you know you have "arrived" at success?
• More efficient marketing
• Building a loyal customer base to help fend off your competitors
• Metrics:

  - Improved internal communication and teamwork
  - Improved customer service
  - Lower service and transaction costs
  - Increased sales from both existing and new customers
  - Developed and deployed event driven marketing
  - Expanded business opportunities
  - Improved cross-sell and up-sell results
  - Market expansion

• Sustaining success: Managing management

Creative

• How channel affects creative decisions
• Integration vs. synergy
• The role of brand in direct response creative
• Leveraging brand to drive response and long-term relationships across multiple channels
• Creative stickiness is not just an online issue
• Building creative upon a strategic foundation
• Relevance: The customer-centric difference
• Content/copy: Driven by the customer's needs
• Art: Not just another pretty picture