In today’s economy and considering current technologies that are available there are alternative solutions for delivering content to users vs. the traditional print method. Traditionally printed pieces for annual meetings, reports, technical seminars or member directories can be accessed and delivered to the users via electronic mediums while still providing the users with the option to purchase the hard copy versions as well.

Print to digital media

These alternatives provide solutions for those that want “quick” access to the material. These solutions can set yourself apart from your competitors and steer your organization towards the digital/electronic world that has been knocking at the door for years.

What are some of the electronic solutions?

1. Electronic Download (PDF download) – this item has increased in value over the past several months and there has been an increase in the amount of PDF files that are available for download via a quick and easy purchase directly from your website.  Some clients that I’ve spoken with over the past several months are even providing the electronic version for free and then allowing members to “order” and pay for the printed version if they want hard copy or perhaps receive a discount if they purchase both. This all depends on your business model and strategy for members and marketing materials but a viable alternative to delivery electronic content.
2. Online Member Directories – custom develop a member module that provides users with the ability to search for members.  This is still a topic that is relevant in today’s market and can include not only having the standard member web search, but also creating a member directory PDF file based off of your member database.  As an example of this, a program can be developed that securely accesses your current member database either daily or weekly and then generates a pre-formatted/designed PDF file that is set with your member print standards.  This PDF file will have the most updated information directly from your member database and can be accessed via your member website and/or available for purchase and print-on-demand.
3. Electronic Annual Meeting Programs – this is similar to the member directory as outlined above.  You have an annual meeting coming up and the programs and schedules/presenters/participants are always changing and being updated as the meeting date looms ahead.  A program can be developed that securely accesses your program database and creates a PDF file for electronic download and/or print-on-demand for the attendees.  The look/feel of the program will be set up so that the program has the current meeting design theme and will allow for the content to be as up-to-date as possible.

These are all viable solutions to consider when viewing budgets and ways to increase your digital and electronic presence.  Technology today presents you with solutions to continually meet the demands of the consumers and your web site users to stay in front of your competition.

For more information and/or solutions, feel free to conatct me via the contact page.

A Cross Media Campaign is exactly as it sounds. Distributing your information in multiple mediums – direct mail, email, web or PURL’s (Personalized URL’s).

The time has come and you’re ready to begin your Cross Media Campaign. Where to start?

A campaign can be designed and executed to meet any organizations needs. Below are items you’ll want to ensure you have covered before embarking upon your campaign:

• In order to have a successful campaign you’ll need to determine your desired end result. What is your overall goal? Who are you targeting and for what purpose? Is it to increase membership, subscribers, advertisers or attendance?

• Make sure that your email design and content are targeted to your audience. First impressions are important. The design and message should make the recipient want to take action as soon as they receive the email.

• Spend time reviewing your database. You want optimum results – your data has to be good. Do you have a complete database with all records? Does your data need to be cleaned? (Duplicates removed, invalid and incomplete addresses corrected or removed?)

• Plan your attack – when using cross media plan which mediums will be used within a specified time frame. As an example, if your goal is to reach people quickly, within a reduced time frame, start with a personalized email that includes links to either a website or PURL. After a few weeks, follow up with a direct mail piece for those that have not responded to the email.

• Track usage – give yourself a benchmark time frame. As an example, 2 weeks after the email was distributed, check to see how many opened the email, how many continued to take action from the email, etc. The tracking mechanism should track click rates, actions the user took, date of the action, etc. This will provide you with the information that you need to determine if you need to adjust the time frame for the various pieces and will gauge your overall results.

As mentioned above, Cross Media Campaigns are designed to include multiple pieces of medium. For information on variable data printing and the many advantages of this, visit the VIPGuru’s Blog – Variable Information Printing (VIP) at: http://vipguru.blogspot.com/.