The Coming Chaos Scenario —Sherburne
Shift in Ad Dollars
At the same time, with the tremendous upheaval we are seeing and will continue to see in the traditional worlds of marketing and advertising, marketers are struggling to find their footing in this new landscape. Some, like Southern Comfort, are completely abandoning traditional advertising. Others, like General Motors, are moving huge dollars to "digital."
Yet we know that including print as part of the ongoing dialog with customers and prospects can add significant value—increasing response rates and ROI when compared to communications strategies that are print or electronic only.
Our job is to become the evangelists for this new role of print in the modern media mix. There are tons of real-world examples to draw from. PODi publishes best practices. The Australian Post has done a nice job of accumulating case studies and articles about transpromo (the blending of promotional messages into transactional documents, in print, electronically or both) successes around the globe.
The Print Council's Print in the Mix clearinghouse (www.printinthemix.rit.edu) has a terrific collection of facts, articles and stories that support print's role in this new world. These are just a few of the available resources.
Avail yourself of these resources and, most importantly, eat the dog food. Use multichannel campaigns to promote your own business. Track the results; write your own case study. When you use a unique approach in promoting your own business, you establish your credibility as a partner to marketing execs, and they are more likely to be intrigued by what you are doing.
It places you on an entirely different footing with these busy professionals. Then, as you begin to execute these campaigns for your customers, track and document the results. Even if you can't publish them due to confidentiality constraints, you can use those results in some fashion in your sales efforts to convince others to jump on board.