Crossing Over
How to boost your business with combined print and promotional product sales
By
Sean Norris
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For Schwei, there’s a simple solution: Don’t focus on the product—focus on the message. “The most successful campaigns I have seen using a cross-channel marketing campaign are those that focus less on the actual product, but more on the pain point of the target audience with the goal of targeting a response or course of action [from] the recipient,” he explained. “All too many times I feel we are caught up on what product we can combine with a printed commodity to make an impact. We lose sight of what the expectation or the goal of the customer is.”
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- Companies:
- iPROMOTEu
- Stouse LLC
- People:
- Bob Schwei
- Jennifer Hoyt
E
Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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