Get more sales inquiries, gain economies of scale 

You decide to develop a campaign to promote the benefits of a customer placing their car AND auto insurance with you.  The idea is to highlight the money-saving benefit. 

Multichannel media 

A typical multichannel program: a local cable TV ad, a jump page on your Web site, cross-sell blast e-mails to one-policy customers, and an article in your next customer newsletter. 

Tie in all together and save money   

You can save 10%, 20% or more on the creative development costs of your campaign if you carefully plan a multchannel program right upfront.  Adapt the basic message platform, copy appeals and visuals to the media you use.  

Make sure your newsletter article includes the link to your Web jump page. Make sure your Web site includes a PDF of your newsletter.  Make sure your TV ad prominent displays your Web address.  Make sure your blast e-mail to customers has a link to your Web site and calls attention to your jump page and online newsletter. 

Use the phone to measure results 

Make sure every communications tier in your multichannel campaign features a telephone number. You can go with your standard telephone number and 800 number.  

To get a measurement for which medium in your multichannel campaign is producing the most inquiries, you can assign separate phone numbers to each medium. Consult your phone company about the most effective and efficient way to do this.  

BOTTOM  LINE: Multichannel marketing, properly timed, will develop more frequency and memorability for your sales message, produce more inquiries, and save you money on creative development costs.