Cross media marketing is an excellent way to reach your target audience through more than one touch point and by doing so, you not only increase the amount of people your message can reach, but you also increase the frequency of you message as well.

How can you capture a lead and create a strong database?  Today, you are able to capture leads through point-of-purchase surveys, customer service calls, your social sites, websites or even through QR code landing pages.   Collecting consumer data from multiple sources has the potential to become messy and unorganized, which is why it’s important to have one, central database where all your incoming consumer information is stored and from there, you’re able to sort the data into usable information.

One of the tips we would like to offer is this:  Don’t ask for too much contact information at one time.  When you first develop a business relationship with someone, you’re generally not going to give them every possible way to contact you.  We would suggest starting with asking for email and build your relationship from there.  Once you build a relationship, you’re able to not only get more contact information, but also more information on what the person is interested in and send relevant marketing messages.

Finally, using cross media to generate leads is a process.  It takes multiple campaigns and multiple marketing outlets to generate enough marketing touch points to increase your reach and frequency when communicating with your target audience.

Timothy Freeman
President
Print & Graphic Communications Association