Depending on whom you ask, it takes between three and eight marketing touches before someone responds to your offer. This is why multi-touch campaigns are so important. You may have designed the most eye-catching postcard, with the most captivating headline and the most compelling call to action, but if it’s the one and only touch, it’s unlikely to get the same results as if it were the second, third, or fifth.
But if you keep sending the same offer to the same customers over and over, won’t they tune you out? No, that’s why you mix up your channels and your messaging. You may be promoting the same line of decadent chocolates, for example, but you’ll use different images, headlines, and messaging whether you are creating a direct mail piece, an email, or a social media post. This keeps it fresh and your audience engaged.
Multi-Touch Product Introduction
Say you are a candy store. You introduce a new flavor of truffle—dark chocolate, salted caramel, and a hint of espresso. You are creating a campaign for your most loyal customers offering them a free sample. All they have to do is come into the store and give the promo code.
Your Instagram post might feature a mouthwatering close-up shot of your new creation sitting on a beautiful plate drizzled with chocolate sauce. Your post might say something like this:
Craving something sweet?
Indulge in our new Dark Chocolate Salted Caramel Espresso Truffle,
and the best part? It’s FREE when you come in with promo code SALTEDYUM. Come treat yourself!
On Twitter, you might post an image of a box of the new truffles, with the lid open and a dozen chocolates sitting like little temptations in the box. Your post might read like this:
BREAKING NEWS!
Our new Dark Chocolate Salted Caramel Espresso Truffle is here.
Swing by and treat yourself—for FREE! Just give us promo code SALTEDYUM.
For your email, you might not want to give away your new flavor just yet. Instead, you might say something like this:
Subject line: What’s in the Box? It’s a Secret!
Preview: Come in for a free sample of our newest flavor!
Use Print as an Anchor
Your postcard anchors the campaign. The image might be a young woman with a giant smile, holding a truffle in her hand. She might be extending her hand to the recipient as if offering it to them to taste. Your headline might be: “Try a FREE SAMPLE on Us!”
All of these touches are different and will strike your customers differently, without feeling repetitious. Yet they are all promoting the same offer. After multiple touches, that seed is planted and the desire grows. You never know which image, headline, or offer will motivate your audience, but here is something you do know. The more touches you create, the more likely it is that they will take action.
Want multi-touch campaigns that motivate your audience? Let us help.
