Creating the Omni-Channel
Young sends emails to his base two to three times a month and regularly hosts online contests. All of the efforts are aimed at collecting data, which yield at least several hot leads each day, which he and his staff respond to immediately. He cited a recent $13,000 sale the company secured due to a fast follow-up on a customer’s system that didn’t work. “We made it right. Speed wins,” Young said. “We value and celebrate each lead that comes, just as though it was a word-of-mouth referral.”
Young does sell products online, but he uses the Internet to collect leads and customer data. While he outsources the upkeep of his social media initiatives, he said his role as the company president is to direct those activities. “We are in the top one percent on Twitter in this market, have 700 Facebook ‘likes,’ do their ads and are active on LinkedIn,” he said.
At Audio Video Interiors, a custom integrator in Middleburg Heights, Ohio, Michael Pope, president, and Lisa Matthews, marketing and communications coordinator, work hand-in-hand to realize the benefits of omni-channel marketing. “It all ties back into giving someone an easy call to action, and to engage at whatever level they feel comfortable,” Matthews said. The company works all the social touch points including Facebook, Twitter, email, YouTube and LinkedIn, and targets its usage based on audience profile.