A new integrated marketing campaign by Kibbles 'N Bits may exemplify the cross-channel nature of modern promotional strategies.
In collaboration with the location-based social network Whrrl, which connects users with similar interests, the campaign will feature three separate print ads to appear in USA Weekend magazine.
The ads encourage readers to join the "I Love My Dog" society on Whrrl. Upon doing so, users receive a $3 coupon, in addition to finding an online community complete with dog-related advice and commentary.
"Our goal is to engage consumers from in-home planning to in-store shopping," Carrie Schliemann, director of Del Monte Foods, told ClickZ.com. "Through this integrated campaign, we can drive awareness, engagement and activation from print to mobile, while providing a seamless way to keep the brand top-of-mind throughout the consumer buying cycle."
The cross-channel marketing campaign reflects a number of recent trends in marketing. A recent survey by BtoB magazine found more than half (51.9 percent) of businesses plan on increasing their marketing budgets in 2011, with nearly 20 percent planning to boost their print spending alone.