Re: More Discussion Please - Cross-Promotional

From: Jim Sterne <jsterne_at_targeting.com>
Date: Tue 09 Oct 2001 13:10:30 -0500

KEVIN FRAZIER <kfrazier_at_adace.com> WROTE:

>Are there any
>companies that are using or developing cross promotional
>strategies that can share some insights, frustrations, and
>successes with us?

I'm looking forward to the case studies, but I'd
like to set the stage about why cross-promotional
strategies can improve the likelihood of success.
Let's put the various media in perspective:

TV - Great for Branding
   You've got actors, music, stories, color, motion,
   and a whole panoply of cinemagraphic tricks to
   tug on our heart-strings.

Print - Great for Targeting
   We've had decades of practice getting the right
   message in front of the right person at the right
   time. Whether it's direct mail or newspapers or
   magazines, segmentation is the name of the game.

Telemarketing - Great for Feedback
   "It's just too expensive."
   "Do you have one in blue?"
   "Don't ever call me again!"
   "We already have one."
   "Oh, that sounds useful."
   "How do I find out more?"
   Nothing like immediate, qualitative market research.

Web Site - Great for Consummation
   Discover, learn, compare, configure, test,
   price, discuss, purchase, solve, repeat.

No, these are not mutually exclusive, but they *are*
leaders in each of their fields. If you want more
traffic:
   Bolster awareness
   Build brand
   Offer incentives
   Give people an easy way to respond (the click)

If you use a variety of media, you can raise awareness,
improve attitude, generate desire and ease conversion -
better.
 
Now - let's hear from those who have been there and
done that.

Thank *you* Kevin.


---------------------------------------------------------
Jim Sterne Target Marketing of Santa Barbara
jsterne@targeting.com http://www.targeting.com
Author, Speaker, Consultant +1 805-965-3184
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Received on Tue Oct 09 2001 - 13:10:30 CDT