1. Climbing the
Multi-Channel Mountain
(without falling off!)
Presented by :
Wrich Printz:
President & CEO | L2, Inc.

2. The Multi-Channel Mountain
Campaigns
Reaching out across
multiple channels
Targeting customer segments
with variable data

3. The Multi-Channel Mountain
Phase 4:
Repeat business
Phase 3: Results:
Success or failure?
Phase 2: Creating
the campaign
Campaigns
Reaching out across
multiple channels
Phase 1:
Planning the
campaign
Targeting customer segments
with variable data

5. • Mistake in personalization
Multi-Channel Tip:
• Everyone receives same
message and offer
Both are equally bad!
Multi-channel marketing is about
targeting each individual with an
offer, message and even imagery
that is relevant to them.

6. • Fail to create an on-going
conversation with individuals
• Fail to gather more information
about the individual
Multi-Channel Tip:
Understanding each individual
helps you market to them
better and keeps them engaged
with your brand.

7. Multi-Channel Tip:
You will not reach the top if you still think
marketing is about one-time campaigns.
Plan for follow-up messages to every
campaign you send out.

8. •
•
Fear
Timing
Protection
Cost
Comfort
Love
Location
Brand loyalty

9. •
•
•
Multi-Channel Tip:
Plan what you are going to send on the
campaign, how to follow-up and the goals of
the campaign

10. Preparing the
right
resources for
your climb
(6 resources you
need)

11. Prospect data lists
•
•
•
Tip: Leverage data you have for
highly targeted campaigns

12. Campaign offers
•
•
•
Tip: Use A/B testing to keep
your campaign offer relevant to
each customer segment

13. Campaign creative
•
•
•
•
Tip: Measure each campaign
and compare ROI between
the ‘risky’ and ‘safe’
campaign message.

14. Service providers
•
•
•
Tip: Make sure you and your
providers are equipped for the
climb up and down the multichannel mountain.

15. Supporting software
•
•
•
Tip: Make sure the software
you use makes it easy to climb
the mountain repeatedly.

16. Management support
•
•
•
Tip: Help the key decisionmakers and influencers
understand the multi-channel
campaign process.
Download this whitepaper if you need help.

17. "The scary thing is that out of all the marketers we talked to,
48% said they couldn’t do A/B testing on their landing pages"
Anne Holland*, Founder of Marketing Sherpa
* Nov 2007 Marketing Sherpa interview on A/B testing

18. •
•
•
•
• Creative visuals
• Level of engagement
• Viral effects
• Incentives

19. Avoiding the
creepy factor
• too much data
• too personal data

20. What is a good response?
• 70%, 80%, 90% response rate?
• It takes more than 1 piece of messaging to
convert your average customer

21. •
•
•
Bob gets
email
Bob opens email,
but no response
Follow up with
DM + pURL
Bob visits
landing page
Sales contact
Bob

22. L2 Whitepapers:
Increasing response rates with 1:1 campaigns
Enhance lead generation, increase product
usage and promote brand awareness with 1:1
•
campaigns. Find out more...
•
8 tips for selling a direct marketing campaign
•
Convince your bosses, marketing colleagues or
potential clients about the effectiveness of
direct marketing campaigns. Find out more…
Contact:
Bob gets
email
Bob opens email,
but no response
L2, Inc.
The Campaign Technology People
info@L2soft.com
(408) 457-9300
Bob
Follow up a
becomeswith
DM + pURL
customer
Bob visits
landing page
Sales contact
Bob