Multi-channel marketing keeps your business top-of-mind

I’m a huge baseball fan. I have season tickets to the Philadelphia Phillies and check MLB.com during the regular season, post-season, and off-season for news, stats, and information. By doing so, I am constantly exposed to the marketing messages of MLB’s partners, and one of the ways they always seem to get me is by offering a sponsored sweepstakes. Enter Chevrolet.
Over the summer, the New York Yankees hosted the All Star Game and tickets were hard to come by and very expensive. MLB released a contest allowing fans to enter for a chance to win tickets. From what I remember, Chevrolet sponsored the contest, and as usual, I entered and opted in to receive messages. I’ve been on their email list for at least five years, so I’m already receiving most of what they send anyway. By opting in, MLB was able to grant Chevrolet permission to send me marketing emails and materials. Several years ago, I received info on the HHR. This year, it was the 2010 Camaro.
Despite (or perhaps because of) its beginnings, I have never been a huge fan of the Camaro. But when I saw it at the Philadelphia International Auto Show back in January, I knew instantly that I would at least take a test drive, so I was fine with receiving more information. After entering the contest, I received a few emails directly from Chevrolet and then began getting materials from Chapman Chevrolet, a local dealer in my area. My guess is that Chevrolet did what any good marketer should always do and divided the entries by ZIP Code and sent them out to their dealers.
I received three or four emails from each source and read them, but then just deleted them and still hadn’t visited a dealer. About two months ago, I received a marketing packet by mail with details on the Camaro and a media kit that folded out into a large poster. It was a nice piece, but I’m past the stage of hanging car posters in my bedroom, so I let it sit on my coffee table for a few weeks and then tossed it into the recycling bin. A day or two later, I got another email from Chapman that again mentioned the Camaro and an interesting thing happened – I went to the recycling bin and pulled the media kit/poster out and looked at it again. It’s still just sitting in my apartment, but it’s been upgraded to a spot on my desk next to a folder for a house I’m interested in buying (that’s an entirely different entry though).
Since June when I entered the contest, I’ve probably been exposed to 12 to 15 Camaro impressions. They followed my real-life interaction with the car at the Philly Auto Show and clearly, the multi-channel approach is working at some level. So what’s the bottom line and how does my experience help you? At the very least, you should always consider using multiple channels to deliver your message. Audio, video, digital, experiential, mobile, interactive. Whatever you have access to, make sure you used mixed mediums to drive your marketing. You want people to remember your product or service and think about what you have to offer. If each message builds off the last, you’ll be able to deliver the information you need and perhaps change perception or even behavior. And that’s how successful marketing drives business.
When you look around, there are all sorts of examples of using several mediums to deliver a consistent message. Since I work in the broadcast industry, I’d like to point out that the effect of combining radio and the Internet is one great example. Recent studies have shown a 400% increase in ad recall with a mix of radio and the Internet vs. the Internet alone. Just something to consider as you move towards your next media purchase.