Monthly Archives: March 2013

Planning a Multi-Channel Marketing Campaign

My ecommerce web site, Carolyn's Stamp Store, is a real business but it also functions as a laboratory for testing out techniques and strategies to employ on behalf of our clients. I am currently running a Spring Clearance Sale campaign. I would like to share with you some ideas on how to plan your own multi-channel marketing campaign.

  1. The first step in my planning process was to decide what the purpose of the campaign is – in my case, to let people know about my clearance sale and to recruit signups for my free e-newsletter.
  2. Next I made a list of all the media, channels and tools that I wanted to utilize in the campaign. My list includes:

    • Carolyn's Stamp Store web site
    • Google Analytics campaign tags
    • Banner ads displayed on other web sites
    • Facebook
    • Twitter
    • Pinterest
    • Packing slips that go in outgoing orders
    • QR codes
    • Mobile optimized web site
    • E-newsletter
    • Postcards
  3. As I brainstormed about how I was going to use all the channels and tools and how they would integrate with each other, I made a list of tasks I would need to complete for the campaign. I put the jobs in the order in which they would need to be executed. The list is too long to reproduce in full here, but here are a few examples to get you thinking of your own campaign ideas:

    • Design banner ads for web sites and e-newsletter
    • Create new mobile-optimized web site that includes space for advertising current promotions and e-newsletter signup form
    • Reprogram existing QR code already on printed materials and aim it at new mobile-optimized web site
    • Promote ad and links to clearance section on Facebook, Twitter and Pinterest
    • Design postcard
    • Prepare mailing list and print mailing labels
  4. With the use of a number of media in one project, it's important to get an idea of which strategies brought the best results so that your next campaign can focus on the most effective channels. Before beginning work, my last step in the planning process was to create a series of Google Analytics campaign codes and short urls designed to let me know how my campaign is progressing. In my next article I'll describe the process in detail to give you ideas for how you can use campaign tagging in your multi-channel marketing efforts.