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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.

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