Cross media production presentation- IPEX 2014
28
“BUILDING A MULTI-CHANNEL CAMPAIGN” Neopost Confidential Information
-
Upload
neopost-uk -
Category
Education
-
view
308 -
download
0
description
In today’s seminar, we break down the importance of cross media campaigns and the need to deliver marketing material to customer preferences. With consumers now using more than one device to make product choice, both online and offline communications have a huge role to play in helping your business stay relevant and visible.
Transcript of Cross media production presentation- IPEX 2014
“BUILDING A MULTI-CHANNEL CAMPAIGN”
Neopost Confidential Information
ANTONY PAULNEOPOST LIMITED
2
Neopost Confidential Information
INTRODUCING...
Antony Paul
Bill Parker
Malcolm Lane-Ley
3
Neopost Confidential Information
CROSS MEDIA ON THIS DAY...
4
Neopost Confidential Information
1802 Peace of Amiens signed
1811 Percy Bysshe Shelley expelled from Oxford for Obscene Publication
1937 Washington Daily News first US newspaper with perfumed advertising
1939 Billboard magazine introduces country music chart
2012 Peter Cruddas resigns after being caught on film selling access to David Cameron
1960 Lady Chatterley’s Lover deemed ‘not obscene’
5
Neopost Confidential Information
Cross Media
Multi Channel
Channel MarketingOnline
Television
Radio
6
Neopost Confidential Information
Why? Not How?
7
Neopost Confidential Information
Customer Choice & Preference
8
Neopost Confidential Information
Create Impact
BILL PARKERGMC SOFTWARE TECHNOLOGY
9
Neopost Confidential Information
EffectiveCustomer
Communication
4 KEY PRINCIPLES
4 principles for effective communication
Context
Choice
Consistency
Clarity
4 KEY PRINCIPLES – CHOICE
4 principles for effective communication
EffectiveCustomer
CommunicationContext
Choice
Consistency
Clarity
WHAT IS CHOICE?
Digital is NOT the next big thing
It’s customers need for choice and control
• Access to information anywhere, anytime – customer’s are “always on”
• Multiple device – customers use more than one 1 device to make product choices
• On and offline
4 principles for effective communication
4 principles for effective communication
4 principles for effective communication
4 principles for effective communication
ACCOUNTS
4 KEY PRINCIPLES - CONSISTENCY
4 principles for effective communication
Effective
Customer
Communication
Context
Choice
Consistency
Clarity
WHAT IS CONSISTENCY?
• Speaking and acting with ONE voice no matter where and when
• Creating a truly integrated multichannel experience
• Allowing customers to seamlessly movebetween channels
4 principles for effective communication
WHY IS CONSISTENCY SO DIFFICULT?
If your organisation is not experiencing consistency, then your customers probably aren't either
4 principles for effective communication18
?
Chaos Confusion??
WHAT ARE THE BOTTLENECKS TO CONSISTENCY?
– Ownership of communication projects is scattered
– Data silos
– Coordination of multiple departments is not actively managed
– Accountability for communication not centralised
– Conflicting departmental objectives
– New systems added yearly, old systems linger for decades
Project groups with channel champions
Consolidated platforms for multiple channels
Centralise communication objectives, delegate actions
Involvement from different departments from outset
A single channel change affects multiple channels
How are legacy systems going to affect my initiatives? What are the ways around it?
4 principles for effective communication
4 KEY PRINCIPLES
4 principles for effective communication
EffectiveCustomer
CommunicationContext
Choice
Consistency
Clarity
MALCOLM LANE-LEYANTON GROUP
21
Neopost Confidential Information
22
Neopost Confidential Information
23
Neopost Confidential Information
24
Neopost Confidential Information
SUMMARY
Cross media is all about providing choice Delivering to customer preference increases
impact The journey is ever evolving Print is part of the marketing mix Print and digital co-exist effectively
25
Neopost Confidential Information
26
Neopost Confidential Information
27
Neopost Confidential Information
28
Neopost Confidential Information
