Cross-media Services: Tomorrow’s Tools Today
But, for now, the services don't touch a major segment of clients. "We wanted to offer some online marketing services, and PURLs seemed to be a perfect tie-in," Farrell says. "It's an affordable option that can offer a small business or organization measurable and trackable results for target lists of 500 and up."
In the early stages of cross-media offerings, The National Group has managed to procure offset and digital printing work—both black-and-white and color—in conjunction with the campaigns. Selling it, however, has been quite a challenge. The outside reps haven't found a comfort level yet, Farrell says. As a result, some staffing changes have been made to reflect candidates with more of a marketing background.
Farrell is excited about the possibility of getting the word out across his client base about The National Group's latest product and service offerings, and believes that a few case studies will help build toward generating work to new clientele, as well. He also sees other Web development offerings in the company's future, possibly either through a joint initiative with a reliable source or through augmenting existing staff.
"This is fairly new for us, so we need to get out and show what we are capable of providing," Farrell says. PI