Alternative Media In Your Omnichannel Mix

Steven Sheck

Steven Sheck President and Founder

Brief info:

• Owner and President of Infinite Media, comprising Mailinglists.com, MailingListsXPRESS, and MailingListsXPRESS/UK (see below)
• Overall, 40 years of experience working in the direct marketing industry
• Considered an industry expert in business to business direct marketing
• Has worked with the D&B file for over 25 years.
• In-depth knowledge of all D&B list data products
• Implements in-house processing for all orders
• Partner in the list company Complete Mailing Lists

“Give us a call. You can count on me and everyone at Mailinglists.com for fresh, entrepreneurial enthusiasm plus disciplined Fortune 500 experience to power your next direct marketing campaign.”

This year, MailingListsXPRESS expanded their relationship with Dun & Bradstreet, acquiring most of the customer assets of D&B’s UK reseller division. Mailinglistsxpress/UK has been operational since June 1, 2018 with an office in Windsor, a suburb of London. Read more about this latest chapter in our growth.

Steven Sheck founded Infinite Media in 1993 after working for many years at major direct marketing firms. He has managed direct marketing campaigns for a number of A-list clients. Among them are OfficeMax, Nextel, AT&T, General Electric, American Express, and Pitney Bowes.

There you are. Lounging on the beach at that secluded resort miles away from anything. Far from home. Away from care. Away from…direct marketing? The vintage bi-plane chugs into view, tugging a banner that reminds you to apply sunscreen of 30 SPF or more. Naturally it recommends a specific brand.

The end of summer means back to school. You’ve ordered the new (larger size) pants, tops, etc. from that trusty mail order company you always use. Of course the package includes the latest catalog. In addition to that catalog are postcards and flyers for additional back to school items from other – branded – sources that will surely resonate with the kids.

Direct Marketing Means ANYWHERE Marketing

These are just two examples of using alternative media for direct marketing. The category includes outdoor experiences, package inserts, co-op mailings, and many more. These are effective ways of extending a direct marketing budget. After all, the idea behind direct marketing is to target your customer individually wherever they are.

As with traditional direct mail marketing, successful campaigns excel at being timely and relevant. Smart direct marketers construct propensity models to help predict where their best customers will be, and when they are most receptive to offers:

You’re at that secluded resort. You don’t want to be holed up in your expensive room (FOMO alert) with a sunburn. Get that SPF 50 sunscreen NOW.

The kids have everything they need to wear on the first day of school. But do they have the latest techno-gadget? Branded backpack? The school bell is about to ring! (One day shipping is available.)

Alternative media offer another way of connecting with prospects at the moment of persuasion. The target is focused. The need requires less justification. Your offer is more likely to be regarded as a helpful suggestion than an intrusion. This is an opportunity to grow existing customer relationships, or create new ones. The two examples above demonstrate how alternative media can work both far outside or well within the bounds of typical daily life. (Maui versus Main Street.)

Alternative Media Is Versatile Media

In addition, alternative media can be equipped with features that enable easy integration with digital media channels. This discussion is not an either/or. The omnichannel world is ready to serve those who can imagine untapped opportunities for reaching their audience in a timely, relevant way. Postal mail, email, telemarketing, web banners, native ads, blow ins, package insert programs, samples, skywriting, billboards, and more complete the direct marketers toolbox.

There Is No Alternative To Quality Data

It is essential that data be fresh, accurate and meaningful. Twice we have mentioned relevance, and it bears mentioning again. Know that you are reaching people based on what they need, when they need it. Be certain (and be honest) that this dovetails with what you have to offer. Traditional media, digital media, and alternative media are ready to work together for your omnichannel marketing mix.