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.
Frank on Digital Textile Printing
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Update on HP's JetFusion 3D Printing Solution from Steve Nigro
Published: April 25, 2017
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Frank Visits Cal Poly's Shakespeare Museum
Published: April 21, 2017
Frank goes back in time as he visits the Cal Poly Shakespeare Museum. Surrounded by modern printing technology, this collection is a time warp of how printing was in the past.
After the Honeymoon of Selling Web-to-Print Program
Published: April 20, 2017
When you sell a web-to-print program, you have a brief honeymoon period that needs to be optimized. Stay focused on the business goals - get orders flowing through the system. Nobody wants to hear from a customer saying, its been six months and we've seen no value!