Multichannel has been a “buzz word” among direct marketers for quite some time now. However, the focus is typically placed on how to market to and retain existing customers, as well as capturing and processing orders by phone web, fax and mail. But multichannel actually starts with customer acquisition, and there are many more channels to consider for this as opposed to customer retention. Layer in the various media and creative options within each channel and the number of options and decisions can become mind-boggling. It’s no wonder many direct marketers retreat to the same “tried and true” customer acquisitions methods they have implemented for years.

Learn why retreating to those tried and true methods not only isn’t in a marketer’s best interest, but in fact poses real risk to the organization in limiting itself. We’ll look at the basic framework for determining the appropriate strategy for each firm which can enable the balance of both long and short term business goals, regardless of business size or focus on sales to consumers or businesses.

Filled with detailed examples of the multichannel approach, you’ll leave this session with a solid foundation for implementing this concept and a new way of looking at customer acquisition spending decisions.