Driving Sales with Multichannel, Multi-touch Marketing

Posted by Megan Allinson

Multichannel, multi-touch marketing continues to be a critical communication strategy. In 2020, this is not a new concept, but we still see brands struggling to implement this approach in a connected way, especially when marketing teams and/or databases are siloed by channel. It’s still common to see a team dedicated to email, a team to direct mail, at team to digital, and so on. However, even if this is the case there are ways to still implement a multichannel, multi-touch approach.

Why is multichannel, multi-touch marketing critical?

Put yourself in the consumer’s shoes or think about your own shopping/browsing behavior. In today’s digital world we’re on multiple devices and consume information via multiple channels at various times. Think about how often you’re on email, or opening a web browser, or checking Facebook or Instagram. Simultaneously we’re living in an offline world too – checking our mail, having conversations, shopping in a store and so on. At each of these points where we’re consuming information, we’re also ripe for seeing ads and offers.

As marketers we also need to acknowledge that most people don’t make a purchase decision based on seeing an ad once – generally speaking it takes 7-9 touches to create a sale, especially with larger B2C purchases and B2B decision making.

In our experience, we begin to see significant lifts in response when multichannel, multi-touch is implemented in 2+ channels in a highly targeted way. For example, when we added a targeted digital display buy to a direct mail campaign, along with a highly focused landing page we started to see lifts in sales from 21% - 44%. Read the full case study here to learn more about how our lawn care client increased sales with a multichannel, multi-touch approach.

View Case Study: Multichannel, Multi-touch Marketing


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Topics: Direct Mail Marketing, Direct Marketing, multichannel marketing

Using Direct Mail to Break Through Digital Marketing Clutter

Posted by Katie Pinabell

Now more than ever, we’ve seen a huge push toward digital servicing as many companies shift their models due to the current pandemic.

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Topics: Direct Mail Marketing, Direct Marketing, Marketing For Banks, Marketing For Financial Services

Planning For Our Return

Posted by Bruce McMeekin

For the last three months the BKM Marketing team has been working remotely, just as much of the country has. As Massachusetts prepares to enter phase two of reopening, we too are getting ready to slowly return to the office at our individual discretion. The truth is, today’s technology and our small size has afforded us the ability to continue to conduct business in much of the same way we would as if we were together in the office.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Financial Marketing, Marketing Strategies, Strategic Marketing, Digital Marketing Agency

Returning To Our Virtual Roots For A While

Posted by Bruce McMeekin

During these uncertain times, I want to assure you that the BKM Marketing team continues to work hard for you, and we will continue to fulfill our daily commitments without interruption. We deeply appreciate the relationships we have built with you, and we understand this is a challenging time for your families as well as your brands and businesses.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Financial Marketing, Marketing Strategies, Strategic Marketing, Digital Marketing Agency

Evaluating fintech? Top 4 Questions to Ask by BKM on BAI.org

Posted by Katie Pinabell

The promise of fintech can be exciting. It can improve both front and back offices. But bankers should use prudence when considering new technology.

Rick Hall, our Managing Director of the Banking and Financial Services practice at BKM Marketing, is a sought after expert for bank leaders who are looking to make investments in this area, particularly when it comes to investments in the area of digital marketing and communications.

Rick was recently published on BAI.org's Banking Strategies blog with some timely guidance to financial services firms about how best to go about making their next big investment in fintech. While every bank will have its own issues and needs, Rick outlines four questions every institution should be asking.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Fintech, Marketing For Banks, Financial Marketing, Bank Merger, Bank Communications, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Small Business Marketing, Marketing For Financial Services

USPS Is Changing the Way Brands Use Direct Mail - And it's Free!

Posted by Katie Pinabell

We are pleased to announce that BKM's very own Bruce McMeekin recently published some guest contributed content that we think our readers will want to hear more about. His post, USPS Is Changing the Way Brands Use Direct Mail — and It's Free was recently published to Target Marketing. As he explains in his article, "Direct mail already powers marketing results that provide a high ROI for savvy brands that use the medium wisely. And with the U.S. Postal Service’s recent launch of Informed Delivery, these results can become dramatically stronger, without adding a penny to direct mail campaign costs." Read more from Bruce's article on Target Marketing and learn how you can start taking advantage of Informed Delivery from the USPS in your own business.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Marketing For Banks, Bank Merger, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Small Business Marketing, Marketing For Financial Services, Target Marketing

Six Steps to Help You Connect with your Audience

Posted by Katie Pinabell

The path to increasing sales starts with effective customer and prospect engagement.

Here are six steps you can take to help understand and enhance connections with your audience, as recently published in MarTech Advisor by Bruce McMeekin, BKM Marketing’s Founder and CEO.


6 Steps to Understand and Connect With Your Audience

Understanding how brands can engage consumers is critical to success. Here are six steps marketers can take to help them understand and connect better with their audience, says, Bruce McMeekin, Founder and CEO, BKM Marketing.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Marketing For Banks, Financial Marketing, Bank Communications, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Small Business Marketing, Marketing For Financial Services, MarTech Advisor

Adopt an employee-first methodology during a bank merger

Posted by Megan Allinson

Federal regulators are becoming more and more receptive to large bank deals — bank merger approvals have sped up under the Trump administration. As the landscape resets to include larger combinations, the financial rationale is dependent upon combining institutions exploring and addressing the needs of all constituents impacted by these mergers.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Marketing For Banks, Financial Marketing, Bank Merger, Bank Communications, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Marketing For Financial Services, Bank Merger Marketing, International Banker

The Secret Sauce Behind Direct Mail's Resurgence, as originally seen in Forbes.

Posted by Megan Allinson

Savvy marketers are discovering that direct mail is more powerful than ever, especially when they're microtargeting new customers and building deeper relationships with existing customers. Email, robocalls, social media, and many other techniques have their strengths, but cluttered messaging channels render many such approaches unemotional and ineffective.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Marketing For Banks, Financial Marketing, Bank Communications, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Marketing For Financial Services, Forbes

Can you reach your sales goals without direct mail?

Posted by Ingrid Gonzalez

Best ways to use direct mail in 2016

Marketing blogs and trade journals create endless gigabytes of content about online marketing techniques, yet many marketers continue to rely on direct mail as a primary tactic for generating sales. In fact, several BKM Marketing clients have dramatically increased their mail volumes this year within their marketing mix because it provides them with the best return on investment compared to other less predictable channels. 

Consider these facts:

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Topics: Direct Mail Marketing, Direct Marketing