Walter Payne discusses cross media marketing in a tough economy
Published on May 18, 2010
My name is Walter Payne. I am President of Imagemark Business Services located in Gastonia, North Carolina. In recent weeks, as we know through the economy, many organizations have continued to find themselves in financial difficulty. We had a long-time client approach us about that situation and at that time what they decided to do was really reach out to a client list that they had had information on for a long period of time but did not really know who the audience was except that they had been associated with this organization loosely over a period of time.
As a result, we decided to develop a multi-strategy approach to marketing their story to their past relationship participants. So we involved direct mail, personalized URLs, and e-mail blast to market this message. And basically what we did, we were very straightforward with these individuals who had received this detail and in a short period of time, after sending this information out, we raised over $98,000 in about a weeks time for this client. But most importantly, one of the things that this -- it's a non-profit organization, they live by developing small groups across the country who utilize their products and services to develop the individuals that participate in them. As a result of this campaign, we added 32 groups across the country comprised anywhere from six to ten CEOs for this organization.
So we know the cross media strategy works and we continue to work with that, not only toward direct mail, e-mail, and personalized URLs, we continue to follow up with those campaigns.
CustomInk Believes Co-Opetition Is a Win/Win for Suppliers, Producers, and Customers in the Garment Decoration Industry
Published: March 21, 2018
Andy Louis-Charles, Vice President of Business Development at CustomInk, one of the largest online custom apparel companies in the U.S., talks about the importance of mutually beneficial partnerships with others in the industry. He believes this practice of "co-opetition" raises the level for everyone in the industry. Custom apparel for events is a $7 billion industry—there's lots of room for everyone and an opportunity to grow the pie. With a bigger pie, everyone gets a larger slice, he says.
Does Your Brand Reflect What You Are Made Of?
Published: March 20, 2018
Robert Prioleau, Partner and Brand Director at the Blue Ion agency, and a principal of Outpost, another agency, explains what he meant during his talk at ThreadX, when he said, "The best brands are defined by what they are made of, not by what they make." What values, purpose, mission and cause are you bringing to the table on top of your great products and services?" Hear what he has to say, and think about how you can apply his advice to your brand.
Is Your Tech Pack Smart Enough?
Published: March 19, 2018
Matthew Cochran, CCO of of Purchase Activated Apparel Technology (PAAT), is building an open digital product development network, looking to augment the traditional tech pack that is the DNA of a product. His Smart Tech Pack (STP) technology is a machine-readable file that takes some of the opportunity for human error out of the garment manufacturing process. The goal of this digital product development network is to move to a design-sell-produce model as opposed to today's design-produce-hope-to-sell model.
“Don’t Put Pictures of Your Press on Your Website”
Published: March 16, 2018
Print business owners need to have an effective “content strategy” for their websites and other online presences. John Foley, CEO of interlinkONE & Grow Socially, talks about the reasons for developing a content strategy, as well as some dos and don’ts for online content.
Published: March 16, 2018
Frank recommends two books, one on sales training and one on applying online print. They are “25 Best Sales Tips Ever” and “Keep Calm and Print On.” This one would be funny if you had pop-ups throughout it.
Analog-to-Digital Transformation Is Disrupting the Textiles Industry
Published: March 15, 2018
Mark Coudray, Founder of Catalyst Plan, has nearly 50 years of experience in graphic communications. He talks about the analog-to-digital transformations that have occurred in the industry over the past few decades. The fourth iteration of analog-to-digital transformation is revolutionizing the discipline of marketing and having a huge impact on the textiles and apparel industries. He offers guidance to buy time and gain breathing room.