Drew's Marketing Minute header image 1

The magic is in the media mix

September 18th, 2012 · 5 Comments · Media, Strategy

The other day I got a direct mail solicitation from Google.  Yes, that Google.

It was a good reminder me (and now to you too) that none of us can afford to get lazy when it comes to media mix.

If the King of Online recognizes the power of a printed piece, then we should probably pay attention too.

We know that people need to hear our message on average 8-13 times before they even notice we’re talking to them. But, in this age of being fascinated with all things digital — we need to remember to keep focused on creating a media mix — and that means adding some offline efforts into your overall marketing plan.

In fact, some are arguing that the hottest “new media” in terms of performance is direct mail.  We’ve all rushed away from printing anything.  Which means the mailbox is a lot less cluttered than an email inbox these days.

Best of all, by mixing your media, you can use one to point to the other.  Your direct mail can drive traffic to your website.  Your blog or FB page can encourage people to request a product sheet or attend a meet up at a trade show.  (Oh…you’d forgotten that face to face is a media too, didn’t you?)

As you plan your next campaign, consider these “old school” off line tactics and see how you can blend them into your media mix — and connect them to your shiny new digital efforts.

  • PR placed article in a trade pub — driving online trials
  • Face to face meetings that result from an email invite
  • Direct mail, driving them to an online video
  • Voicemail message, inviting them to a webinar
  • Radio spots inviting listeners to download a podcast
  • Hard copy white paper/article which introduces them to your online library of content

I’m not suggesting that you always need to cross promote between on and offline.  I just wanted to show you what’s possible.  And how going old school with your media mix should be part of your plan.  I don’t care how hip and cool what you sell may be.

 

 

 

 

Enhanced by Zemanta
Share |

5 Comments so far ↓

  • Martin Ward

    Totally agree – for our new online product launch we have mixed an email campaign with a direct mail out to industry decison makers, most of whom remember the days of the post room and will give equal or better attention to hard copy.

  • Amber King

    For me, it is a good move to mix the old with the new. Like for a marketing campaign, social media + telemarketing or SEO + email marketing. Although almost everyone is online these days, there are those prospects who still prefers the old ways.

    • Drew McLellan

      Amber,

      You’re exactly right — our marketing should live on and offline and the more they can integrate, the better. You drive the offline people to your online efforts and you connect your online followers to what you’re doing off line. You want the blend to give you the best, longest reach.

      Drew

  • Mark Evans

    I could not agree more. Thanks for the post reminding us that sometimes being innovative means dusting off the old tried and true “old school” tools.

Leave a Comment

Thanks for wanting to join in the conversation here at Drew’s Marketing Minute. We want to hear what you have to say. But, if you don’t use a real first and last name (as opposed to your company, your product or something you’re typing in for SEO back links) then please know I will delete your comment immediately.

CommentLuv badge