Multi-Channel Marketing? At Least 11 Things You Can Learn from Waiting for Your Cat to Bark?

You run a lavish, expensive ad on network television encouraging viewers to go to your website. Your site's conversion goal is to direct potential customers to the nearest brick-and-mortar store, where they can purchase what you are selling. A customer follows this trail and enters the store. Will her experience there reinforce everything that has come before?

You send a promotional coupon to loyal customers who have purchased from your retail store that offers a special discount if they make their purchase online. When those customers come to your virtual store, will their experience reinforce their perception of your brand or shatter it?

What's happening here? Multi-channel marketing. It isn't exactly a new idea, but it's breadth has grown considerably because of emerging media. The thing is, when you're doing business in multiple channels, are you the same business?

Businesses today worry about "channibalism": the fear that one channel will rob another of potential business. Yet while customers may prefer to use a given channel-a catalog, a brick-and-mortar store, or a website-they are interacting with the business as a whole, not just the medium. In fact, customers who use more than one of a business's channels usually demonstrate greater loyalty and spend much more over time.

Let me be clear about this. You may care that you are a multi-channel business and you may run your channels as if they were separate entities, but your customers don't make a distinction. They see your name on a brochure, on a banner ad, on a catalog or a store sign, they think you're the same company.

And that's what you need to be ... or at least, that's the perception you need to foster. Now more than ever, a company's internal communications infrastructure can limit its success as a multi-channel entity. If any one of your channels lets the customer down, it's bad news for your brand across channels.

The good news is that today's marketplace offers unprecedented opportunities for those who can implement integrated, customer-focused marketing across all channels.

In Waiting for Your Cat to Bark?, you will learn:

  • How the customer's buying process works in a cross-channel, new media-driven marketplace

  • Why customers respond differently today than they used to

  • How to use the Web to generate persuasive momentum across multiple channels

  • How to leverage proven, multi-channel strategies within your own business topology

  • How the various touch-points within a business affect each other

  • How to guide prospects through the buying process at every customer touch-points

  • How personality traits influence customer behavior online and offline

  • How to engage with your customers based on the strengths and shortcomings of each channels

  • How to anticipate the different angles from which customers approach your business

  • How to identify and provide meaningful answers to your customers' questions at each stage of their buying process

  • How to begin implementing Persuasion Architecture™ techniques for your business

In Waiting for Your Cat to Bark?, my buddies and bestselling authors Bryan and Jeffrey Eisenberg present Persuasion Architecture™ as a comprehensive, scalable framework to anticipate constantly evolving customer needs. With Persuasion Architecture™, marketers, salespeople, and executives can dynamically manage, adjust, measure and optimize their marketing return on investment, delighting customers in the process.

By aligning your sales process to the customers' buying processes, Persuasion Architecture™ makes it possible for businesses to infuse multiple channels of customer touch-points with relevance and plan success in advance. For years, the Eisenboys have helped clients achieve dramatic conversion rate increases, often by a factor of multiples. By applying their customer-focused methods today, you too can radically improve brand affinity, product awareness, and sales.

Volume 131: 6/1/06


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