Multichannel marketing means interacting with customers using a combination of indirect and direct communication channels. This type of strategy makes it easy for consumers to interact with your brand – whenever, however, and wherever they want.
In this digital age, plenty of businesses mainly focus on online marketing – email, social media, video, etc. However, this doesn’t necessarily mean that print has become obsolete. In fact, recent research shows that people are 70% more likely to remember a brand they see in print compared to online.
The Louvre’s ‘Highway Gallery’ is a great example of how print advertising can support digital and social media marketing. The museum opened in Abu Dhabi in 2017, being the first universal museum to open in the Arab world. They launched the campaign named as part of an initiative to build an audience in a country that is largely unfamiliar with museum culture.
The campaign consisted of billboards placed intermittently along a well-known long and boring highway, consisting of masterpiece reproductions, such as the Mona Lisa and Van Gough’s self-portrait. Each billboard was equipped with an FM transmitter that synchronized with the area’s top 3 radio stations, so when drivers tuned into the stations, they were greeted with a 30-second audio clip that introduced the artist and the piece.
By using print marketing and going big on creativity, the museum was able to draw flocks of people to their social media. The display was only up for a month, yet it grew their social media presence and in-person traffic – their social mentions increased by 1180%, their social impressions went from less than 330,000 to 35 million, and the museum visits increased by 165%.
By using multichannel marketing, you are able to reach a much bigger audience and be far more accessible to consumers. The ‘Highway Gallery’ campaign just one of many great examples of how print media is still very much alive and how consumers still engage with it, and how it can complement your online digital marketing to achieve results.