The PEZ Strategy - For Publishers
If you have followed my writings you will know that I am a very strong supporter of the process of media convergence, integration and engagement. Engagement is to me the more important result than the immediate or impulse sale, since the term engagement defines a long-term relationship, which under the correct conditions will provide long-term sales to your advertisers.
The main obstacle to establishing engagement are the prospects themselves (your advertiser's targets). They will place multiple barriers, mislead and miss-direct any marketer they have found to be unworthy to engage. The smart publisher, printer, marketer, advertiser or creative person will look to enter what I call the PEZ, or Prospect Engagement Zone.
Entry to the PEZ is a highly restricted, carefully regulated process that begins with defining the media trail, offering customer/product/service relevance, ease of interaction and brand integration.
PEZ is a multi leveled and dimensional zone of profit that, once established, can become the Holy Grail of the sales process. PEZ is the red carpet of red carpets, the last minute touchdown, and yes, it is the gateway or portal to the customers long term and ongoing spending habits.
How do you enter the PEZ? Well in this world of media convergence you need to find what I call the enabler media. It may seem from recent data that your prospect has a favorite media vertical targeted through a defined medium. Once the enabler media has been defined (it may change) you need to have an engagement media/process defined and linked to the correct media or combination. Your call to action or sales based media/process will also need to be defined and ready to go.
For example, it might be that to achieve greater results when asking for donations, the first step to engage a prospect would be direct mail, but the enabler media for existing contributors is a digital approach. The same can be said if you are looking to introduce your product or service to a new audience: print, direct mail or other “offline” technologies work the best. Yet, today, media convergence has made the term "offline" as antiquated as buggy whip. The key to remember is that all media when planned correctly have a degree of online interaction, integration and an online interface.
Adaptation of a PEZ strategy broadens the range of available media because the marketer will need to establish an enabler, engagement, and call to action media that can change often. Change is a big part of the BIG data link to media convergence, integration and results!
An in depth understanding not only of desired media and the types of media but a complete understanding of how the media—all the media—is prospect relevant, how it integrates, interacts, converges and—yes—the attribution characteristics of your media selection MUST be understood.
Need to enter my PEZ? I will make it simple firstname.lastname@example.org.
* My apologies to the PEZ Candy Inc., I grew up eating PEZ and I still long to renew that most enjoyable engagement.