How to create a harmonious multichannel campaign

By Elise Hacking Carr

That's not to say you should overwhelm prospects with emails, social media and QR codes—you need to offer a seamless, consistent experience across all communication channels. Here's how to launch a cohesive campaign.

IN ACTION: A CASE STUDY

Multichannel marketing is about delivering the right message to the right audience at the right time through relevant communication channels. Here is how Rockford, Illinois-based TREKK helped a client accomplish just that:

TREKK recently completed a cross-media trade show campaign that incorporated augmented reality (AR) that proved to be a real show stopper, encouraging repeat visits to the booth and offering booth staff more opportunity to connect with potential prospects.

Darwill, a marketing services provider specializing in complex direct mail, wanted to make a big impact at the Direct Marketing Association annual conference. It had already hired a magician to perform in the booth. However, it also wanted to give booth visitors an interactive experience they would remember long after the event was over.

TREKK's interactive designers leveraged the magic theme to create four printed cards and corresponding AR experiences that communicated Darwill value propositions in fun and magical ways. Each time they visited the booth, attendees received a card and were directed to a large TV screen where they could witness the magic of Darwill through an AR browser. The printed AR cards not only provided a conversation starter for booth staff, but also served as a reminder of Darwill's unique value propositions and a sharable takeaway that reinforced the booth experience.

As part of the trade show program, TREKK also created a booth video loop with animation and voiceover that entertained while demonstrating Darwill capabilities. The program also included a pre-show mailer, show bag stuffer and post-show follow-up. The client was so overwhelmed by the interest and meetings generated by the booth experience, it decided to hold off on the planned post-show follow-up.

(Information provided by Sarah Mannone, vice president of client services, TREKK.)

1. Set goals upfront

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Elise Hacking Carr Author's page Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.

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