By Luke Weigel
Marketing Manager, Lessiter Media
lweigel@lessitermedia.com
414-326-0437
The smoke has barely cleared from 4th of July fireworks, but before we know it, Christmas decorations will be going up. If there was magic button to press to get time to slow down, I'd gladly slam it on behalf of all of us.
But since we're officially in the second half of the year and the march towards 2027 speeds along, we'll all soon — if not already — be staring down the barrel of annual budget planning.
In a previous Marketing Minute, Patrick talked about the "Marketing Rule of 7" and if it's still relevant today. While the general concept of needing a minimum number of brand exposures before a prospect makes a purchase still holds true, the number is increasing. In fact, according to an article posted by Focus Digital, the average number of touch points before a purchase in the ag equipment and supplies space is almost 31!
But, it's not just a minimum number that matters anymore, it's also the channel(s) in which you are reaching them. A multi-channel approach is more important than ever in generating the growing number of exposures needed to convert a prospect into a customer — and also to simply ensure you are reaching your entire target audience.
For example, this image shows an actual breakdown of one of our publications' audiences that visit our website, are subscribed to print or opted-in to receive our eNewsletters.
Two things stand out:
- There is valuable overlap between the segments that can help create maximum brand exposures.
- There is a tremendous amount of lost opportunity and potential customers if you choose to only focus on one or two areas.
Understanding this is precisely the reason that we at Lessiter Media use a multi-channel approach to our own marketing and editorial efforts. You've likely seen an editorial story in a print issue, on our website and featured in an eNewsletter. Or a promotion of a special offer to one of our events marketed across all channels. The cross pollination of information is essential to engaging our entire audience and staying in front of them until they take action.
This infographic outlines how to create a successful multi-channel marketing campaign and various ways to reach your audience — all of which Lessiter Media is equipped to help you deliver on and reach your core audience.
So as you start thinking about your 2027 budget — or if you want to make the most of what's left of 2026 — consider how a multi-channel marketing strategy should play into it.
If you'd like to learn more about how Lessiter Media can help connect you to potential customers through multi-channel marketing efforts, don't hesitate to reach out. We'd be happy to schedule some time to talk through your options.
