The following is a guest post from Ricoh, a valued sponsor of the Digital Printing Council.
By Kurt Konow, Production Print Marketing Strategist, Ricoh Americas Corporation
I very much enjoy visiting customers and talking to them about their current business. I can be guaranteed that the topic of how to expand their portfolio in order to attract new customers and increase revenue is on their discussion list – and who doesn’t want to do that? One of the “hot” applications that I like to share with these forward-thinking businesses is multichannel marketing. While most theoretically understand the concept behind multichannel marketing, many companies are still challenged with implementing the strategy. Over the next few weeks I will discuss the strategy and steps it will take for you to start designing and implementing effective multichannel marketing campaigns. In fact, I will share with you a “live” campaign that I created and implemented at Ricoh – so, “YES,” I understand the challenges and effort it takes to deploy a multichannel marketing campaign
Understanding multichannel marketing is fast becoming a requirement for commercial printers, franchise printers and print service providers of all sizes. The Internet and mobile technologies have triggered an explosion in the types of messaging media available, giving everyone no choice but to respond. For example, it has forced marketers to use different channels to attract different demographic groups in order to maximize the reach and response rates for their messages. The good news is of all this is that it presents print service providers with an excellent opportunity to expand their portfolio of products and services. However, there are a number of considerations to take into account when it comes to offering multichannel solutions broad enough to get results.
First, the design and execution of a multichannel campaign will involve strategic as...