For print providers looking to become valued marketing partners to their customers, cross-channel marketing is an essential tool. But with so many channels out there, it can seem overwhelming – which channels do you choose, and how do you use them effectively?
If you’re looking for a little inspiration, the following brands provide great illustrations of creative ways to tie various channels together to deliver a compelling message.
1. Alcon Produces a Kid’s Book
Winner of Chief Marketer’s Gold award for best cross-channel promotion in 2016, eye care product brand Alcon came up with a fun way to boost their stagnant sales and win back shelf space at Walmart. In order to create an emotional link with their customers (and stand out on the crowded store shelves), the company teamed up with an optometrist to write a children’s e-book titled Howard and the Amazing Eye Exam.
They promoted the e-book with kiosks and signs in back-to-school sections and other high-traffic areas, along with other in-store events like story time. They also advertised in parenting magazines, on parenting websites, on social media, and via street teams in New York and Chicago. The goal of all of this messaging was to encourage eye exams (preferably at Walmart vision centers). Thanks to this multi-faceted approach, Alcon’s e-book was downloaded 17,000 times and delivered a whopping 262% increase in incremental sales.
2. Deadpool (2015-2016)
How do you turn a lesser-known comic book character into a blockbuster movie success? The marketing team for the Deadpool film went with a full-on media blitz that put their character in front of as many eyes as possible.
Part of Deadpool’s popularity lies in his sarcastic, quirky sense of humor (and his tendency to break the Fourth Wall and speak directly to the audience). The film’s marketing put those character traits front and center, making a memorable impression across all channels.
These channels included a series of online videos featuring Deadpool speaking to the viewer, billboards with the poo emoji instead of the regular movie poster, and social sites. The most notable of the social messaging was a Tinder profile created for the character, featuring his signature acidic wit.
This huge push worked – the film grossed over $132 million in its opening weekend and its overall domestic gross was $363 million.
3. Western Union Sweepstakes Promotion
Looking for a way to inform more customers about its online and mobile services, Western Union created the American Dream sweepstakes. In order to enter to receive various cash prizes, consumers had to go to the company’s website or its mobile app. The prizes helped winners achieve goals related to the American Dream theme (such as putting a down payment into a home, buying a car, or paying for college tuition).
The campaign spanned a wide range of channels. A kickoff video introduced the sweepstakes, while banner ads and social media posts helped increase interest. Western Union added six pages of relevant content, such as how to buy a home, on its website to boost SEO for the sweepstakes. The campaign also included offline elements like bus station and bus interior signs in key markets.
Thanks to the buzz created by the campaign, WU landed earned media impressions from media sites like Forbes and Huffington Post. Videos related to the campaign got 2 million views, and the sweepstakes landing page got a 350% higher conversion-to-purchase rate than the company’s home page.
These are just a few of the ways brands are spreading their messaging across a range of channels to increase awareness and engagement. Their examples should provide some inspiration when you’re planning your next cross-channel marketing campaign.
