If Your Web Address is on Your Business Card, You Already Believe That Integrated Media Campaigns Work Better

missing puzzle piece

Frank Wehrmann
Creative Director
6P Marketing

Almost all advertising campaigns benefit from greater message repetition.

The greater the repetition, the greater the response.

From a media point of view, the challenge for your business is determining which media combination builds customer loyalty and sales best. Finding the right media combination takes time and effort. There aren't any shortcuts to this process.

In recent years, online media vendors like Google and Facebook have tried to convince all of us that online advertising is the only media channel you'll ever need.

Well, despite the success that some clients have had with online advertising, I want you to think twice before spending all of your marketing budget online. Here's why:

  • Advertising campaigns rely on a combination of audience reach and message frequency to be effective.  
  • Effective reach and frequency levels vary dramatically by product, service and target group. The “sweet-spot” (found through research and experience, not guesswork) is where a relevant version of your message has been heard often enough in the right media context to “break through”.
  • When a breakthrough occurs, there is a change of mind, heart and behavior.
  • (Good) ad agencies and clients look for ways to develop sustainable, affordable combinations of high audience reach and high message frequency.  
    • This is where online ads appear to shine because online campaigns are cheap to produce, easy to set up, post, and cost only pennies per click.  
  • But online ads only use two of our five senses: sight and sound.
    • I can see and hear online ads; I can’t touch, smell or taste them.

Multi-media campaigns that engage more senses are more effective. Period.

  • Scratch and sniff perfume strips in magazines.
  • Fold-out origami-like direct mail.
  • “Lumpy mail” with things that rattle, squish or squeak.
  • New or improved product samples.
  • Telemarketing from local – not foreign - call centers.
  • Door-to-door sales.
  • Business speed-dating events.

Direct mail is seeing a renaissance as today smart marketers combine this medium with email marketing to ramp up response rates.  Here’s how you can do so too.

  1. Sort your customers and prospects into groups including high volume, high value, low volume and low value.

  2. Profile each group as best you can by finding what’s common to all of those in one particular group. Variables to consider include:
    Address, age, gender and income range, household size occupation, house, apartment, business, urban or rural setting.

  3. Work with Canada Post Online or a company like Dycom Direct Mail Services to identify highly correlated postal walks.

The opportunity here is to test by how much a well designed direct mail piece, sent to high potential prospects and customers (who already receive other correspondence from you), can increase the overall ad campaign ROI.

New advertising research that combines neuroscience and biometrics to measure the brain’s response to map instinctual intent (often seconds before the conscious mind is aware of the choice) confirms that emotional triggers work best.

Here are four examples of ads featuring emotional triggers:

LEGO ad - Novelty
Heineken - Emotion
Heineken - Dissonance
Copenhagen Zoo - Motion


Did you know that over 8 out of 10 U.S. companies surveyed in 2012, ranked direct mail as their number one marketing channel including Google, Disneyland, Time Warner Cable and Verizon. In 2012 large U.S. advertisers spent about $170 per person on DM because it accounts for up to one third of their new business.

The runner-up: email marketing.


  1. The next time you review and revise your marketing plan, add a component that requires your team to test various media options to improve your ROI.

  2. Use a combination of online and offline media to make your campaigns more memorable, create more positive emotional engagement, and generate a greater desire to convert to your products or services.

  3. Try hand-written notes to your most valued customers: say “thanks” for the referral and assure them that “we are never too busy for your referrals.”

  4. Have some fun! Order custom postage stamps from Canada Post. Here a few example of stamps that I created for my wife (Michelle) using pictures taken with an iPhone. She uses them when sending hand-written notes to her high value customers to say “thank you” in very sincere way.

Custom stamps: part of an integrated media campaign

If you'd like help with your marketing planning, we'll be covering these topics and much more at our May 21st Marketing Planning seminar.

Call or e-mail Paul Provost now for a free consultation.

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