The Evolution, Current State, & Future of Strata
Who We Are
Strata was founded by Jeff Sammak in 1993. At first, the company’s goal was to simply provide print services to a plethora of clients. Jeff later came to realize that Strata’s true mission was to leverage emerging technology to fuse marketing processes into a streamlined, single-source workflow. Over time, we’ve evolved to offer a wide range of client-driven solutions to help customers solve complex marketing and communications challenges, and we’ve consistently been a team of many different, unique individuals – innovators, go-getters, marketing experts, sales connoisseurs, you name it. But we’re people first—and we know our clients, customers, coworkers, and industry peers are, too. For this reason, we know the best way to help businesses achieve their marketing goals is by focusing on the people who work at them.
Where We Started
When Strata began, our services were print, print, and more print. We provided print solutions like no one else, offered great customer service, and were efficient and productive – as we are today. Back then, most of our clients were within the pharmaceutical industry, and we primarily focused on print materials like postcards and mailers, with a very small amount of web portal work.
Danielle, a long-time Strata employee, remembers that the main source of revenue for the company was “creating and printing Case Report Form (CRF) Books for pharmaceutical companies. Strata even had a program created for us to be able to set these up and separate the pages to print because they were printed on NCR paper.”
Before 2003’s move to Campus Drive in Plymouth Meeting, PA, where Strata’s main office is now, the company was located on Butler Pike. Around the time of the move, the pharmaceutical industry started moving CRF books online, causing a shift in the printing industry. To stay ahead, Strata purchased an iGEN 3 digital press and began working with variable data. This led to many of our current tactics – variable postcards, mailers and more, as we continued with more web portals. This change ramped up both the marketing and productions parts of Strata’s business.
Dawn, another long-standing Strata employee, recalls that “internet ordering wasn’t even a thing when I started…but Jeff was quick to add the software and technology to build customer portals for online orders to stay ahead of the market.”
This is when we really changed from a print solutions provider, to a full-blown marketing solutions company. From then on, technology became a key driver for all of our activities.
Today, we’re always using a blend of direct and digital strategies to get the highest ROI for our clients. Our equipment has and continues to evolve, and our culture grows stronger as our company expands. Dawn says, “Jeff’s always thinking two steps ahead (or maybe more) to keep the company current. Variable printing (has) branched out to email communication and personalized landing pages, and our ability to track responses is a technology that many of our clients (and competition) don’t even know about.” Harrison, Strata’s Director of R&D, says that we’re always expanding on our strategic value, being more than just execution, and more than just technology – we’re “being invaluable.”
Mark, a Strata leader since 2007, says that today, we’re a company that’s a blend of so many components. “For certain, the way we work is different…now we operate from our homes…taking advantage of the technology that allows us to do that.” He notes that our equipment has changed and evolved significantly as well. Instead of iGen, we now use HP Indigos (a much better product) and also use multiple black and white printers, a large 6-color offset press, inserters, a UV coater, and more. We’ve improved our processing capabilities through automation, and can now produce at a higher quantity and quality than ever before. Our workforce is no longer only print and production, but – like we said – innovators, marketers, and strategists too.
Our products have expanded from just postcards and mailers to email execution, digital, large format, and more. “We’ve moved from a transactional business to one that’s driven by orders from portals, for many of our clients,” Mark says. We used to outsource a lot of our services, and now, we invest in resources to keep those services within Strata. PURL development is a great example of this. We used to have the need to outsource it, but now, we do all of the creation in-house.
“Today,” Harrison says, “everything we do is with a realistic approach. We always keep contact with our clients and continue to solve problems.”
What Makes us Best – Directly from Our Staff
“Our employees have always been hard-working, easy to get along with, dedicated, and loyal, and that’s what has kept me here so long. I still feel like I’m always learning something, which is great, because I don’t like the mundane, same-old, same-old. I feel like we’re always ahead of other companies with innovative ideas and solutions, and we’re definitely always looking for new solutions for companies and trying to make things easier for them while staying ahead of the curve. However, I feel like our core values have stayed the same.”
“We look to exceed expectations, have extensive knowledge in our field that enables us to make smart happen, and live off of technology to be efficient in all scenarios. We think like our clients and look to provide solutions within their environment, and we cast a wide net that can satisfy most client needs under our roof without outsourcing. We have an excellent client base (many of our clients have been with us for 10+ years), and employees that stay with us.
You can speak with the actual CEO here. You can’t get that just anywhere, especially when you work for a big company. Each person has a place here. Everyone’s best talent is put to work here, and we all work together.”
The Future of Strata
At Strata, we’ll always put the customer first, as we always have, and it’ll always be top priority to solve problems – not just sell our services. We plan to keep evolving digitally, with smarter, more advanced technology, and to always stay on top of the latest and greatest trends. Dawn claims that in her many, many years with Strata, she’s “always seen the company evolve with the changing times.”
No matter what the future holds, Strata will always stick to our core – to make smart happen and remain a solution-based company. Give us a call if you’d like to evolve with us and utilize our mix of print and digital services to your advantage.
Make Your Direct Mail Thrive with Tracking, Enhancing, and Attributing Results
We’ve said it time and again – direct mail really works. In fact, direct mail open rates can reach up to 42%, which is a lot higher than most e-mail open rates. Recipients of direct mail also “purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.” While these are excellent stats, we know it’s not always that easy to track and measure ROI from physical mail in the same way you track ROI from your digital strategies. Don’t worry, we’re here to help you out. We believe in not only the importance of direct mail, but in its results – with the right tools and resources.
First and foremost, consistency is key when it comes to direct mail ROI. To get the most out of your direct mail, make sure it isn’t just direct mail. What do we mean? Weave digital touches into your direct mail – like your social media, digital ads, and website – and make sure everything is connected. With the right direct mail partner or resource, you can take mailing addresses and match them with social accounts, IP addresses, and more to really understand who your audience is and what actions they’re taking. Weaving in digital information can help you share your message before, during, and after your direct mail is sent out – making the chosen brand message consistent and more impactful to your audience.
Not convinced this is all necessary? We are, because combining offline and online tactics is proven to really work. In a recent study, a whapping 68% of marketing respondents saw that combining digital and direct mail increased visits to their websites. Considering the multichannel experience and the customer journey while creating your direct mail will not just increase website visits, but many areas of ROI.
When it comes to getting the most from your direct mail, it’s important to ABT – Always Be Tracking. Not only tracking information and results from your direct mail campaign like you would your digital ones, but tracking the delivery of your mailers – just like you would a package. This will help you know when to prepare the recipient with other messaging before delivery, and when to follow up with them to make the greatest impact. Take it a step further by working with your direct mail partner or resource to send the recipient an “informed delivery” message by USPS to make them aware of their mailer’s arrival, and send them direct links to ROI-rich landing pages. If you haven’t noticed already, every step we’re highlighting truly combines the traditional and digital worlds of marketing.
If you’re still with us, you’ll see that we’ve created an experience for the recipient along many steps of their customer journey, tracked their direct mail’s physical journey, and have notified them that there’s a special something waiting in their mailbox. So, what’s next? Reporting, recording, and attributing. Without these, you won’t know how to improve upon your direct mail and increase your ROI for next time. Your recipients may respond or perform an action by phone, BRC, personalized landing page (PURL), or in another way, so it’s important that the information is correctly recorded in real-time. The best way to record and store this information is on a platform’s dashboard specifically made for tracking. There are many out there – so find whatever works for you and make sure you use it to your advantage. The chosen platform can help you store names, addresses, ages, and other helpful demographics to assist you in understanding and targeting your true target audience.
You may have some recipients who will visit your website but will not directly respond to your mail. That’s why it’s important to use identifiable URLs that you can easily track, like UTMs, PURLS, or specified QR codes. If these recipients aren’t quite ready to reach back out to you or make a move, you’ll still have a gauge on their interest, and will be able to send them digital ads or e-mails reminding them of your product or service until their ready to take the next step.
Instead of continuing to throw mail like paper planes to your audience, track and know if your mailers make an impact. Make sure you’re always examining your data and attributing it. You’ll quickly realize it’s easier than you expected to see what’s working, what’s not, and where you can improve on your direct mail campaigns.
As one of our specialties at Strata, we know that direct mail can be uber effective when using the right processes and tools. The key is always combining traditional and digital to catch your audience’s attention before, during, and after direct mail is in their hands. And, like we said before, never stop tracking and modifying.
To learn more about how to create successful direct mail, check out our direct-mail-focused blogs, “Dimensional Mail: Four Criteria for the Perfect Promotional Item” and “7 Ways to Make Your Postcard Stand Out”, or simply contact Strata. We’ve been doing this for years and would be happy to help you get an ROI rich direct mail campaign started.
The Who, the Why, and the How
In part 1 of the All About Branding blog series, we talked about what branding is, why it’s so important, and how to tell if it truly matches your products or services. Now, we’re seeing if your brand also matches something just as important – your customers. But first, let’s discuss who exactly your customers are, as well as your greatest fans and loyal supporters (your customer base).
Who Are Your Customers?
You may think your customers are simply the people that enter your store, call your company, or send you an email. And you’re right – they are. But those aren’t your only customers. There are actually many different types of customers that you may not even be aware of. For example, those who visit your site, hear about your product or service via word of mouth and plan to call you or visit your site this week, or those who have visited your shop or thought about your product, but haven’t returned – in person or online. There are loyal and engaged customers (maybe they have a subscription to your service or consistently order your product), and there are those you don’t see (who like your social media photos or talk about your product to friends and family). Customers and potential customers come in all shapes and sizes, and it’s important you think about all of them no matter what type of business you run.
A customer base, on the other hand, is the group of people who are loyal to your business! They not only buy and love your product, but talk about it often and maybe even post about it on social media. They’re engaged in your happenings and come back again and again for your offerings. “These shoppers may be loyal to your brand for a number of reasons…you offer them a product they want or need, your brand’s messaging resonates with them, or they enjoy being involved in your brand community.”
When it comes to your brand, you also don’t want to forget about those you communicate with on a daily, weekly, monthly, or even yearly basis. The wholesalers, retailers, and vendors you work with should all get a good sense of your brand as well, whether that be by how you speak to them over the phone, the tone you use in your emails, or the branding materials you send them online or in the mail.
And, although it’s easy to pass by the importance of learning about your customer base, as well as understanding this base and catering to it, it’s essential for your business and brand. In a recent study of 1,900+ business professionals, 45.9% said their #1 priority for the next 5 years was customer experience (even over pricing and product). And consumers agree with this notion. Statistically, “76% of customers expect companies to understand their needs.”
What is Your Why?
Knowing the “why” of your business is an integral part of understanding and building your brand. You need this as a foundation to decide on all other aspects, such as your goals, your ideal customer base, and inevitably, your brand. Ask yourself questions about your company, like:
Once you’ve answered all of these questions, you’ll have the tools you need to determine your ideal customer base and make other valuable decisions for your business, and when you have a better idea of your target audience, the rest comes together fairly smoothly. The better your understanding of this base, the easier it is to retain them. Here are four simple steps to further identify your target customers:
1. Outline your audience – describe their lifestyles, situations, wants, and needs. Maybe come up with a fake customer persona to lead you in the right direction.
2. Note their pain points, and how you can provide solutions.
3. Think about what’s at stake if their needs aren’t met.
4. Think about the payoff if their needs are met.
Understanding your customers’ wants, needs, personalities, and actions, and thinking through how your product/service can relate to these, will ultimately facilitate to great success for your company.
Does Your Brand Match Your Customers?
What you find in your research of your ideal customer base will contribute heavily to how you define your brand. Is your target audience wealthy, with high expectations? Do they demand exceptional service? Brand your business to be high class, with a product that uses the best and rarest finds. Oppositely, maybe you find your business to be a low-budget, large family’s go-to product. Market it as family and budget-friendly, with consistent offers and an understanding staff. Another example? Maybe your customer base is all about the young, the new, and the trendy. Create a modernized website, consistently post on social, and make sure to be on TikTok. Simply meet your customers where they are, where they’re going, and where they want to be…and be a brand they connect with mentally and physically.
Knowing your customer base and creating (and upholding) a brand to match it is imperative to maintaining and growing a great business. Add loyal brand advocates to your adamant customer base by engaging with them beyond the first purchase, and showing them consistent, inviting brand messaging. Don’t just sell them your product, but remind them again and again of your friendly service, amazing offerings, and unique brand and message. Implement strategies and services, such as loyalty programs, social media campaigns, and exemplary customer service, to turn strangers to visitors, visitors to customers, and customers to promoters – who will promote your brand for free through word of mouth.
Identifying your customer base from their lifestyles, to their situations, problems, implications, and needs, is the best way to build a brand that meets them where they are, and where they’re going. Looking to improve or streamline the branding of your marketing campaigns and messaging? Contact Strata to brainstorm some ideas that can help you connect with new and returning customers in a meaningful, on brand way.
From Tagline to Talk
Although Strata doesn’t specifically create and implement branding services, we work with and use brand standards to create marketing materials day in and day out. We’ve seen great (and not so great) brands, and know what makes a brand stand out among competitors. Branding isn’t just a buzz word – it’s important no matter how big or small your company. It isn’t simply a logo and consistent colors – although it is these things. It’s also the way you make your customers feel, the experiences you provide, and the language you use to describe your products and services. Whether it’s known or faintly and unknowingly distinct, you have a brand and an image you’re putting out there…but is it purposeful? And is it the right one? We’re bringing you some best practices to make sure your brand truly matches the product or service you offer.
What is Branding?
Today, in a vast plethora of options to choose from no matter what industry, using tools to distinguish your business, from your logo to your services, is more important than ever. A brand is what helps you set your company apart from other businesses. It’s “a feature or set of features that distinguish one organization from another…typically comprised of a name, tagline, logo or symbol, design, brand voice, and more.” But it isn’t just the visuals. It’s the feeling and experience the customer gets from interacting with your business, whether that’s in person, on the phone, on social media, on your website, or somewhere else. Branding, as an action, is setting up these features, from tagline to talk. It involves understanding your product, why customers love it, and catering to those current and future customers with a distinct and memorable experience. “It’s what transforms first-time buyers into lifetime customers and turns an indifferent audience into brand evangelists.”
Why is Branding so Important?
Even if you don’t think you do, you definitely have a brand. Maybe your customers say “I love that company. Every time I call their customer service is kind, and their products make me feel great. I also love their cute and simple logo. I’d definitely buy a t-shirt.” There’s your brand right there. Your customers perceive these brand elements, have reactions to them, and choose to give you additional business. Yet, the smallest of hiccups can ruin a brand. A few wrong moves or interactions with unpleasant employees can cause your business to be looked at a lot differently, and can change the experience for everyone. It’s important to know, understand, and nurture this brand to continue to grow – and not lose – your customer base. Branding can help you “establish the ways in which you’re different, special, and unique. And it shows your customers why they should work with you instead of your competitors.”
Visuals are of course just as important as feelings. Especially now, in 2021, brands are urged to reach further in their experimentation and uniqueness, creating eye-catching logos, websites, social media imagery, and merch. More and more, companies are expected to be “instagrammable” in their image. Kids, teens, and even adults are intrigued by the idea of getting a good photo for their social accounts. Not every store or business has to attempt this atmosphere, but there should still be some thought behind who you want to be and how you want to be seen.
Simply put, branding gives your company an identity, makes it memorable, helps you create and solidify marketing, and gives your employees and fans something to talk about and be proud of. It can increase the value of your company to give you more leverage in the industry, and thoroughly establishes trust (for partner brands and customers alike). Basically, you’ll look a lot more professional if your brand isn’t just an accident, but is planned, deliberate, and easily recognizable.
Does Your Brand Match Your Product/Service?
Now that you know its importance, take a minute to think about your brand. Does it match who your company is, your products and/or services, and the feeling you hope your customers get when they interact with your business? Does it portray the taste, the look, the feel, the scent, the sounds of whatever you sell? If your answer is “no” or even “I’m not sure,” it may be time to dig a bit deeper into what exactly you’re putting out there for the world to see, digest, and associate with your company.
Maybe you’d describe your company as traditional and authentic. The original idea for your product dates back to the mid 1900s. Don’t hesitate to promote and communicate this in the imagery and messaging of your marketing materials. Maybe use a traditional typeface, a nostalgia-inspired logo, and incorporate some authentic, vintage music into your videos. Oppositely, maybe you’d classify your company as new-age, experimental, unique, trendy, and fun. Use modern branding styles, popular music, and distinctive, trendy content to further create a stylish and hip experience that matches your product.
Psychologically, humans don’t like to think too hard. They like when things are easy to decide on, and when they make sense. Make their decision easy by providing great customer service with a great product or service. Combine multiple unified brand elements so their brain can relax and enjoy the environment. Humans are also terrified of missing out (hello FOMO) – so create a branded experience that’s too good to pass up (aka, inspires FOMO). Make sure your business has a distinguishing look and feel that makes customers (or even potential employees) want to talk about it and brag about it – whether by word of mouth or through a hashtag.
Before starting your next campaign, use this knowledge to think just a bit deeper into your products or services and the story you’re sharing with the world. Make sure your company’s identity is not only one that you’re proud of, but one that exemplifies your offerings and differentiation from competitors. If you’re looking to improve the reach of your brand, contact Strata today to set up an on-brand campaign that utilizes crafted messaging that will help capture and inspire new and returning customers.
Common Omnichannel Mistakes & Their Solutions
We’ve really covered a lot of ground in the journey that’s been our Omnichannel Marketing 101 blog series, but we’d be remiss if we got you ready to make and optimize a great campaign without setting you up to fix some inevitable mistakes. Now that you know what omnichannel marketing is, the steps to getting started, and the most important best practices, we’re talking common omnichannel campaign missteps – from creation to execution – and how you can not only learn from them, but fix them and improve on your current campaign strategy and strategies to come. Even when you have all the tools and knowledge for success (which we supplied in parts 1-3 of the series), mistakes can still be made, especially when you’re trying omnichannel marketing for the first time. Thankfully, we have solutions.
Errors during creation and execution of an omnichannel campaign can be due to a lack of data, lack of experience, missteps in implementation, or simply partnering with the wrong omnichannel “expert”. That’s okay! Omnichannel marketing, no matter how much expertise you have, can (and should) take some trial and error. That’s why we’re giving you some smart advice on how to fix the most likely mistakes along the way.
Most Common Mistakes & How to Resolve Them
Mistake 1: Sub-par content strategy
Resolution: If this seems to be the problem, go back and review your content again. It’s most likely not customer-centric, user-focused, or brand-consistent enough. Review your data and make sure your campaign’s messaging is enticing, on-brand, and relevant based on where your customers are and what they want to hear. “A spray and pray approach will make your content irrelevant to certain segments of users, and that would mean potentially losing out to your competitors.” If you’re content’s irrelevant, it’s a major waste of resources, and even worse, can cause your customers to mistrust your company.
Mistake 2: Inadequate data or data misuse
Resolution: “79% of executives believe that companies will fail without embracing big data solutions.” Make sure you have a centralized data management hub for your company (if possible), have adequate tools to get the best data, and ensure everyone on your team (or various teams) can understand and use the same tools to gather information. Contrasting information can really hinder the success of a campaign’s creation and completion. Furthermore, “37% of the people in the US alone change their contact details within a year, making your data obsolete” unless you consistently update it, so make sure you use up-to-date data, and review and refresh your data when necessary.
Mistake 3: Missing out on new data throughout the campaign
Resolution: Like we said, out-of-date data is of no use to your customer’s current information – and even more, their current journey. Don’t just “set it and forget it”. Consistently go into your data to see patterns and understand how and where your campaign is (or isn’t) working. “You are supposed to capture more audience data based on the experience you offer and identify areas you need to improve.”
Mistake 4: “Isolated analytics measurement” (not getting the full picture when looking at data from various devices and platforms separately)
Resolution: Instead of viewing everything as a separate metric of success, think of each touchpoint of the campaign as a part of one ecosystem. “Take a top-down approach wherein you can analyze the success of your marketing campaign as a whole and then get down to the specific channel to know which ones performed well and those that require attention.”
Mistake 5: Problematic execution
Resolution: If you’re lucky and have some omnichannel experience, you may be able to fix this problem in-house. Try focusing on customer experiences instead of touchpoints and channels, better understanding your customer base, and better segmenting your audience. If you’re still having problems with execution, it may be worth it – and best – to bring on technical hires or work with a partner company (like Strata) to optimize data and technology.
Mistake 6: Incorrect & inefficient measurement of KPIs
Resolution: While it’s very important to look at the big picture, make sure you’re measuring results at each part of the customer journey. Otherwise, you’ll miss out on some granular yet important data. “For example, calculate the number of unique visitors on your website during the awareness stage or the duration of visit in the engagement stage, to determine if the user is interested in your product.” Data like this will help you better personalize the experience for each and every customer.
Mistake 7: Forgetting about the mobile experience
Resolution: “71% of shoppers who use mobile devices to research products online say their device is an important component of their in-store experience.” Make sure your customer’s mobile experience aligns with their in-store or in-person experience with your company. Get an understanding of how your customer base may use mobile devices, and how you can best reach them (on mobile) along their journey.
Mistake 8: Simply put, a bad strategy
Resolution: Step back with your team and take the time to re-evaluate your strategy. Is it customer-centric? Is it data-driven? Does it truly meet your customer where they are? If it doesn’t, it’s time to revise accordingly.
Mistake 9: Partnering with the wrong omnichannel experts
Resolution: Do your research when finding and choosing your omnichannel partner. Make sure they’re experienced in all aspects of omnichannel marketing – not just a single channel.
If you’re still feeling intimidated by omnichannel marketing, don’t fret! Strata can help you create and implement a smart, results-driven omnichannel campaign for your company. We specialize in multi-faceted omnichannel campaigns to reach your clients, prospects, and strategic partners. Our campaigns are designed to help you put the right message in front of the right people. Contact Strata to get your very own campaign up and running.
Best Practices & Use Cases
What We’ve Learned (So Far)
In Part 1 of the Omnichannel Marketing 101 Series, we went over exactly what omnichannel marketing is, not only including its actual definition, but how it differs from multichannel marketing, its importance, and examples of when, where, and how it’s used. In Part 2, we outlined the steps to getting started on an omnichannel campaign. From those two blogs, we hope you’ve seen that omnichannel marketing’s an excellent way to gain and retain customers, and that it’s maybe not as intimidating as it sounds, but does require research, planning, focus, and sometimes, a team of experts like us!
Now, we’re giving you the inside scoop and sharing just a few of our secrets (yes, our secrets!) on best practices for creating an omnichannel campaign that powers a unique customer experience and cultivates company success.
What Industries Can Benefit from Omnichannel Marketing?
One of the many reasons omnichannel marketing is so popular is because of its versatile nature. It can be used in many different ways across several industries. Here are just a few we’d like to highlight…
Omnichannel marketing is often used by the telecom industry to conduct various tasks, such as helping customers make payments and send out new launch notifications. As a result, telecom companies can quickly boost revenue and drive engagement.
Travel agency customers go through numerous stages in their customer journeys. Omnichannel campaigns can help promote travel accommodations, send reminders about upcoming flights and delays, deliver other announcements, give out deals for restaurants, stores, and hotels, and keep an open line of communication that’s easily accessible to the customer.
There are several ways banks can use omnichannel marketing – from reminding their customers about impending bills and other costs, to providing account balances, and promoting new features or products. It streamlines their services and allows them to offer multi-device experiences that often save the customer time (and improves their patience).
Healthcare (Our Specialty)
Strata has helped many healthcare companies acquire and retain customers using smart and successful omnichannel campaigns. Marketing campaigns can be tough to create and execute in a highly regulated industry like healthcare, but omnichannel marketing has taken off, and more and more healthcare companies are utilizing it. Healthcare companies can use omnichannel campaigns to reach new movers in their area, connect them with physicians, send out appointment reminders, provide additional access to portals…the possibilities are kind of endless.
With all of that in mind, you can see why businesses that create and conduct omnichannel strategies have 91% greater year-over-year customer retention rates. So, even if you’re in a different industry than the four above, you don’t have to miss out. Read on to learn more about the best practices for creating successful omnichannel campaigns…
Creating the Perfect Omni-Strategy
When planning out an omnichannel strategy, it’s most important to research, collect data, and, well…thoroughly plan. Not only do you want to research and keep in mind the customer base you’re targeting, but you’ll want to examine how your customer base will experience each channel, and carefully prepare the different messages you’ll want and need to communicate to them. Like we said in our second blog of the series, knowing your customers inside and out is key to a successful omnichannel campaign. Learn their demographics, environments, behaviors, habits, and even their goals. Use analytics and CRM data to get to know your customers’ behaviors and actions. Make sure to personalize your omnichannel campaign by segmenting this audience based on your acquired data and the journey they’ll take.
On a related note, always be customer-centric. Make sure your team understands the value of consistent messaging and experiences, and is well trained, because “different customers will interact in different ways with your brand, and there is no one way to do it”. Have staff ready to not only provide assistance, but to welcome new customers, consistently engage them in new ways, and turn them into advocates of your brand with, like we said, consistent communication and customer experiences.
Don’t forget to get content (and context) right. Make sure your messages are relevant and timely. Engaging with your customers at the wrong time with irrelevant information can very easily turn them off from your brand. Communicate with customers at the most pivotal touchpoints, “from identifying and understanding a need to researching solutions, comparing products, and making a decision”. Engage with your customers when it’s applicable to them, not just when it’s best for you. Utilize CRM software to stay aware of your customers and “maintain consistent, personalized messaging with customers on whatever channel they reach you on”. Meet them where they are with a message that sparks their interest and answers any questions that they may have about your business or service. And when you can’t be there 24/7, use automation to share content, send confirmations and reminders, and communicate in other ways when triggered to.
And, maybe most importantly in our opinions, always review your metrics (which can include conversion rate, customer acquisition or retention, social media engagement, click-through rate, and more) and revise as needed. An omnichannel campaign isn’t about setting it and forgetting it, but always reviewing and improving, so set milestones for you, your team, your marketing, and your brand.
The best way to perform all of these best practices is having the right tools. Like we said, CRM technology is an excellent way to store data, keep track, and communicate. If you’re a commerce-based company or service, it’s also a good idea to use a POS system so that all of your data is stored in one place. With a POS system, you can also more easily track customer behaviors and “provide them with conveniences like remembering their passwords, storing payment information, and suggesting relevant products”.
We’ve Got You Covered
If you’re thinking this is a lot to take on all on your own, we’d recommend partnering with a knowledgeable company with a staff of omnichannel experts (like us!). Strata can help with everything omnichannel – from data sourcing to execution and production.
An Intro to Omnichannel Marketing
What is Omnichannel Marketing Anyway?
In the past, before the great omnichannel marketing came about, many businesses solely relied on one-touch marketing campaigns that would die upon completion. They’d send out one piece of direct mail – one digital ad – one email – and expect a plethora of results. Whatever the trend of the moment was, that’s what they’d focus on, and only that.
Omnichannel marketing is “a cross-channel content strategy used to improve the customer experience and drive better relationships across all possible channels and touchpoints.” It takes all of the most relevant trends combined with multiple marketing touches to reach people how, when, and where they are, and provide them with the best customer experience, whether that experience be point-of-sale, digital, or physical. It meets customers where they are in the buyer journey with unified and steady messaging, instead of at a stop along the way.
At the end of the day, omnichannel marketing is all about driving better relationships – and targeting prospects and customers with the right messages, in the right places, at the right times.
Multichannel vs. Omnichannel
These sound very similar, and although they’re both great trends and important marketing tactics, they’re not one and the same. While omnichannel marketing, like we said above, is multiple marketing touches along the buyer’s journey, creating unified and steady messaging, multichannel marketing is interacting with potential customers on various platforms – but not necessarily messaging that’s tied together seamlessly and consistently. Multichannel marketing could mean you’re using print ads, retail locations, a website, promotional events, product packaging, and WOMM, but they may not all convey the same communication.
Here’s a trick to easily remember the difference:
- Multi means many (simply enabling each touch point), and casting the widest net to connect with the most customers
- Onmi means all (all touchpoints convey the same message to all customers), which focuses on building stronger relationships between consumers and brands
The Importance of Omnichannel
Omnichannel marketing can be great for many aspects of your business. Like we said, it can and will, if used correctly, attract the right people, at the right place, at the right time. In the digital age of 2021, it’s more important than ever to utilize technology to accurately find and target these recipients. Use omnichannel marketing to do the following for your company…
- Boost customer loyalty: Ensuring consistent messaging across all platforms, and going further to offer personalized experiences for each audience member, creates a better brand image and increases customer satisfaction
- Improve brand recall: Making sure your brand is represented in the same way across platforms and devices can produce better customer recollection
- Increase revenue: Content personalization, WOM marketing, and again, consistent messaging, can help retain and attract new customers
- Utilize purchasing patterns: 73% of shoppers use multiple channels during their purchasing journey, so capture your current audience and expand your content to reach a broader scope of your customers
Example of Omnichannel Marketing
To help you better understand how omnichannel marketing works, we’ve put together an example of omnichannel touchpoints along the customer journey, below:
Customer receiving text message about sales promo while in store -> Customer receiving an empty cart email at checkout -> Customer receiving retargeting digital and/or print ad
How to Get Started
Before jumping in and creating the marketing touchpoints of an omnichannel campaign, think about the customer first. Review all of your current touchpoints, and evaluate whether they provide a positive, consistent, and branded experience. Get to know your customer base even better by developing buyer personas and understanding their needs, wants, behaviors, demographics, preferences, goals, and more. Lastly, do a ton of tracking and research, hire the right guru, or choose the right partners to get going. Here at Strata we have data providers, digital advertising specialists, direct mail experts, and analytics and reporting professionals, all on staff and ready to help you – taking the guess work out of the entire process.
Still not sold? How about these statistics…brands experience a 287% higher purchase rate when using three or more channels, and companies with well-defined omnichannel customer experience strategies in place achieve a 91% higher year-over-year increase in customer retention rate on average.
How to Get the Attention of New Movers
Before the Competition
To put it simply, the new mover market is huge, and it’s growing. 13.8% of Americans, which calculates to over 40 million people move every year. All of these new residents are looking for the same things – doctors, grocers, handymen, pizza shops, dentists, groomers, dry cleaners…we could go on and on. They’re looking for brands they can trust, but they’re also hoping that, during this busy time, brands will make their way to them. Between unpacking, organizing, and settling in, they have enough on their plates already, so they’re relying on word of mouth, marketing, and advertising to speak to them and tell them where to go and who to trust.
The industry itself is growing at a pace of 3% each year – despite rises and falls in the economy. Basically, no matter what, people are moving, and they’re moving more and more as the years roll on.
Not only are new movers looking for new stores and companies, but they’re also looking to spend. In fact, “new mover annual expenditures exceed $150 billion and they’re five times more likely to become long-term customers if you reach them first,” (V12). Statistically, they spend more in the first six months than the average customer spends in three whole years.
Most new movers are within the younger demographic – couples between the ages of 18 and 34 who have one or two children. These small families have various needs, from childcare, to physicians, to dinner. They’ll be looking for several new businesses to rely on and buy from, and if you treat them well, they’ll return to your business again and again. But…to even get this chance, you’ll need to be the first business to catch their eye.
First impressions are everything when it comes to new movers. Not only are they meeting their new neighbors for the first time and deciding who they’d most likely ask over for dinner or get drinks with, but they’re seeing and judging businesses in their area and deciding which ones they’ll give a chance. With one glance at your website, mailer, or advertisement, they’ll decide whether they want to look further into your company, or not. That’s why it’s so vitally important that you have a solid brand that’s accompanied by excellent marketing, such as mailers, emails, and display ads.
The best part about establishing your brand with new movers is that, if you reach out to them correctly, they’re likely to develop brand loyalty. These new residents are looking to establish a routine wherever possible. After all, humans are creatures of habit.
Once they find that hair salon, Italian restaurant, or grocery store they love, they’re liable to adamantly stick with it. “They don’t need to be convinced or heavily marketed to because they already enjoy your products and prefer them even to competitors with similar offerings,” (SproutSocial). But, in order to acquire brand-loyal customers, your messaging needs to be relevant to them, inspire trust, include special offers, and be delivered where customers will notice it (whether that be in the inbox, mailbox, or social feed).
The Buy Out
Now that you understand the new mover potential, here are some of the best techniques to acquire them:
- Use Omnichannel Campaigns like those that Strata offers – using a combination of direct mail, digital ads, emails, and more, can catch and keep the attention of potential customers.
- Think about what will set you apart from the rest of the competition. Use free gifts, rewards programs, personalized landing pages (PURLS), and free samples/analyses to entice.
- Ensure your messaging is on-point and relevant to the customer. Use personalization wherever possible (ex: Amy, come by and try our delicious pizza!) to catch their attention.
And, while omnichannel marketing may be the best way to reach new movers, it doesn’t have to break the bank. Omnichannel campaigns like our SmartMove and SmartMove Lite products can be completely customized based on your budget. And, even though it takes multiple touches to create a lifelong customer with brand loyalty, a few touches to that potential customer are better than none.
So, are you ready to capitalize on the 40 million people moving each year? We can help you reach your new neighbors first, before the competition, and make a lasting impression. Contact us to see how we can help you get started.
How to Digitally Reach New Movers – First
The Digital Age
Year after year, communication and information gets increasingly more digital – and connectivity through devices such as smartphones, laptops, and tablets grows more and more. Although this connectivity is amazing and progressive, especially right now, when we’re forced to solely communicate behind a screen to combat Covid-19, this digital world also comes with its challenges. Marketers like us have so many avenues to connect with current and potential clients, but those clients also have just as many avenues to miss, ignore, or reject us. “The amount of information available makes it difficult for us to focus on one thing,” making it hard to catch the attention of potential customers.
That being said – even when a customer is trying to focus on one company or objective, they’re often bombarded with other advertisements, notifications, and messages. Sometimes, “our own technology gets in the way of us creating that meaningful bond.” Our need for instant gratification can sometimes take us away from what we really want or need, and all of these different avenues of communication can cause an extreme lack of focus. On the other hand, customers are able to find out so much information, when and where they want to, at the push of a button.
Digital’s Effect on Marketing
This digital age has, like we concluded above, had a significant impact on the way we market to potential customers. Today, there’s a lot more to think about when it comes to reaching the correct audience, where and when it’s best to.
Before the digital age, marketing was simpler. Customers were targeted in a more generalized manner and only at times that would make sense to market to them. They were watching TV? They’d see an ad. They were on the train? There’d be a sign in front of them. They were driving? They’d pass a billboard. Different than now, they weren’t as constantly bombarded with information. They could choose to stay away from it entirely, really, if they wanted to.
Back in the day, companies marketed their “manufacturing prowess” – their skill at creating their product. There was no need to create a brand identity or use trendy messaging, because their product worked (and worked well), and that was all it took to convince customers. Companies also worked to reduce costs and limit choices for their customers. And the bigger the better – the more “well known” and big-business you were, the more trust people had in your company.
Fast forward to today, and things are a bit different. Now it’s all about “reducing friction” – making sure that it’s easy to understand, acquire, and/or sign up for your product or services. We’re still all about reducing prices, but not at the expense of quality. Marketing today is less about big companies and large corporations, and more about establishing a brand, a mission, and a community of customers and/or users. Lastly, it’s all about the two-sided network effect: “the effect of an improved user experience creating more demand, leading to more supply and more supply facilitating more demand — a staple of the digital age.”
As we said before, in this new age, consumers and companies can tap into and understand each other far more than before, through research, online tools, social media, analytics, and more. This, along with convenient and common communication platforms, creates a better experience for both sides, for the most part. Because of instant gratification and constant connection with technology, customer service is always on. Customers expect your company to always be available, at a rapid speed, no matter what hour of the day, and if you are or not, they’re bound to leave a review that lives online forever.
Digital hasn’t only given the customer greater access to you – but you greater access to your customer. You now have the ability to meet them with digital ads and other messaging on specific channels you know they’ll be.
Digital for the New Mover Market
Since it’s become a more exact science to meet your customers exactly where they are, meeting a large potential market – in their new homes – can be more accurate than ever before. New residents are in such a unique stage as potential customers, actively looking to establish brand preferences. Statistically, 70% of new movers make a decision on a company within 2 months after they’ve relocated. With this small window, it’s as important as ever to send them the right ads, messaging, and other digital communication to reel them in. In addition, “new movers are 2.8 times more likely to search for ‘How To’ articles after moving.” Make sure your digital messaging and communication is rich in content and out there for these new movers to find. Producing informative and unique content, whether it’s on social, in blogs, or in other online articles, establishes a level of trust that other companies may not be able to provide.
Additionally, you’ll want to make other digital connections with these new movers through social media, online assistance, digital display ads, and loyalty program offers. Try to stay “top-of-mind” without overwhelming them. Especially right now, when face-to-face interactions are extremely limited, ensure they know you’re there for them through reliable communication, and remember that there’s a human, not just an “additional customer” or number, on the other side. Create authentic, memorable experiences for potential customers, like gifts, unique social media communications, and more. Consistently target these possible customers through unique and eye-catching digital ads to slowly but surely establish brand presence. Lastly, let these potential customers digitally “get to know” you and your team by providing an “about us” page and/or personal bios.
Strata’s Digital Connection to New Movers
Strata knows how important it is to digitally reach new movers, first, and create lifelong, loyal customers. SmartMove Lite quickly establishes connections and makes a first and lasting impression. We do the work on the back end to establish who, where, and when you’re targeting these customers to ensure that you’re reaching them before the competition. Then, all you need to do is sit back and enjoy the results.
So, are you ready to start turning your new movers into new clients? Contact us to start brainstorming your new mover digital strategy.