The best way to attract new members and appeal to existing members of your organization is through effective marketing tools. When you have a strong, unique marketing strategy, members are more inclined to respond to your organization and support your causes. You can market your organization via direct mail to your members’ homes, emails, and more. Nevertheless, one of the most successful methods of marketing to members is omni-channel marketing.
Omni-Channel Marketing Explained
Omni-channel marketing is a holistic marketing approach compared to a variety of other communication channels. In other words, it is the notion of communicating with members through multiple types of marketing methods. So, for example, instead of only reaching out to members through newsletters, you would also send members emails, postcards, and more, containing information about your organization. Omni-channel marketing is considered to be very effective because of how variable and widespread your communication is with members. Reaching out to members through multiple platforms heightens the chance of increased response rates and can keep members engaged with organization.
Omni-channel marketing utilizes a variety of platforms so that members can seamlessly interact with your organization and vice versa. When members use specific platforms within your marketing campaign, that information can be used to deliver to them a personalized experience and. For example, if one of your members typically donates through your website and responds to postcards received in the mail, your organization can then focus on communicating via email and post cards with that member and customizing their email and postcard experience.
When building an omni-channel marketing campaign, there are many factors to take into consideration. You should consider:
- What is being advertised/promoted by your organization
- Current forms of communication and/or other forms you’d like to implement
- What forms of communication have been most successful with members
- The activeness of your organization to carry out multiple forms of communication
Once these factors are considered, you can craft your omni-channel marketing campaign accordingly to your organization. Your omni-channel campaign should fit the ability of your organization and most importantly the needs of your members. Your campaign should be clear and interconnected as a way to promote your organization and a good light. The quality and message of your organization should be in uniformity across all of your communication channels so that members can easily understand the purpose of your organization and know what they’ll be supporting.
Methods of Omni-Channel Marketing
There are multiple methods of communication (online and offline) to include in an omni-channel marketing campaign. Nevertheless, here are a few methods of communication that can be included in an omni-channel marketing campaign:
Direct mailing is a classic form of communication and also one of the most effective ways to reach members. As the name states, you are “directly” communicating with members by sending mail pieces about your organization to their home. Direct mail can include a classic package with a letter, a newsletter, a catalog, or a postcard advertising your organization or new causes your organization is assisting. With direct mail being easy to personalize, you can directly appeal to your recipients.
Like direct mail, emailing is very effective in terms of online marketing as you can directly engage with members through their email accounts. Email is also quick and cost-effective. Like direct mail, you can tailor messages to members based on their preferences to increase response rates through email.
In today’s society, social media can be quite the effective marketing tool, especially when it comes to younger generations. Social media can involve sites like Facebook, Twitter, and even your organization’s website or blog. Updating, posting, and customizing your organization’s social media accounts can help interest new members and engage existing ones. It is also important to respond to members’ posts or questions on your social media pages as well as write new information/updates on your organization to show how engaged your organization is.
Another communication method that can be included in an omni-channel campaign is advertisement right from the television screen. Creating a commercial ad to promote your organization and/or its mission is very effective, as it can be played multiple times on the TV and gain the attention of viewers and prospective members. You can craft your television ad in a variety of ways and include the phone number of your organization so that members can directly reach out and lend their support.
Let Valtim Plan Your Omni-Channel Campaign!
Though a relatively recent concept, omni-channel marketing is highly effective and can garnish an immense response to your organization. As an integrated marketing solutions provider, Valtim has all the services required to help your organization execute your next omni-channel marketing campaign. Contact Valtim to see how we can help you plan a successful omni-channel marketing campaign.