Cross Media Communications Case Study: Launching Your New Website
After many months of effort, Toppan Printing Company America, Inc. launched the company’s new web site. The President directed the marketing team to increase the visibility of the firm among prospective customers by promoting the new web site. The Director of Sales indicated that he would also like all of the firm’s customers to visit the new site.The problem the Director of Marketing faced: how to accomplish the prospect and customer objectives without significant additional marketing funding? What was the compelling message that would inspire prospects and customers to go to Toppan’s new web site and spend time viewing it? Working with the sales team, a plan was formulated to drive customers and prospects to the new web site.
The creative concept was built around an event, Valentine’s Day. Personalization and multiple medium communications were key ingredients –a true cross media effort. The messaging was built around a contest. To win a box of chocolates for Valentine’s Day, the contest participant had to find the hidden icon on the new web site. Byclicking on the hidden icon, an e-mail contest entry form appeared and the first 25 participants submitting their forms, won.
The cross media personalized promotional program utilized a three step process:
- First, an e-mail blast went out to prospects and customers inviting them to participate in the contest by locating an image on the web site.
- This was followed by a personalized postcard prominently featuring the icon’s image reminding the recipient that time was running out.
- Lastly, a telephone call was made by a sales representative to follow up with key prospects.
The feedback on the new web site from customers was very positive. Conversations with existing customers resulted in new business and several referals. Several new product presentations were scheduled with prospects resulting in new sales. The bottom line –the personalized cross media campaign exceeded expectations!