Marketing Silos Create Tradeshow Conundrum for Multichannel Marketers
PacNet Services, a payment processing company that serves the needs of multichannel marketers, faces a conundrum when single channel tradeshows compete for time and resources.
Vancouver, BC, Canada (Vocus/PRWEB ) June 12, 2009 -- As a growing company that provides a wide range of international payment processing solutions to clientele from diverse industries, such as publishing, DRTV, not for profit, and direct mail, PacNet Services faces a conundrum when two tradeshows with conflicting timelines emerge on their schedule.
"Tradeshows have always been an excellent forum for educating prospects from different industries about the importance of local-currency payments to the success of international direct response campaigns", says Renée Frappier, Director of Marketing. "Our service offering is unique and unexpected. We need to shout from the rooftops that we provide international ACH, credit card processing, direct debit and check processing solutions in over 100 countries – many people wouldn’t dream that such a solution exists. In addition to educating prospects, each show also represents a cherished opportunity to connect face to face with existing clients from the US and around the world."
So where's the conundrum? "We traditionally attend shows geared around Direct Response Marketing; whether selling by Internet, Direct Mail, Email, Television or Radio, our clients have one thing in common: they are speaking to their customers or donors through one or more of these channels", says Frappier. The conundrum occurs where two or more marketing channels are competing for attention at the exact same time.
The Internet Retailer 2009 Conference and Exhibition, held at the Boston Convention and Exhibition Center, is a must attend show for PacNet Services. This show, taking place on June 15 -18th, is an anchor event, representing an important educational and networking opportunity for any company that considers internet retailing as important to their success. However, the Direct Marketing Days New York show, held June 16 – 18th at the Jacob K. Javitz Convention Center in NYC, represents an equally important educational and networking event for any Eastern US company that considers direct mail an important part of their sales strategy. "It's a dilemma for us, and for some of our clients too, as both channels are of vital importance to our international success."
PacNet Services has handled this dilemma in the only way they can. Their team will be in two places at the same time "We're delighted to be attending both shows", says Frappier "though I worry about the logistics. I hope for the emergence of a couple of strong shows that serve the integrated marketing needs of many modern companies. We have noticed that individual channels are often treated singly, as silos, rather than as an integrated part of a holistic marketing plan."
PacNet Services offers a wide range of domestic and international payment processing solutions allowing clients to accept and clear high volumes of local-currency credit cards, ACH, foreign checks, and bank transfers; or send outgoing payments such as refunds, rebates, dividends or prizes in both major and developing markets around the world.
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