Adam T. Sutton

Multichannel Branding and Testing

Multichannel marketing strategies can be powerful sales and awareness drivers, but they can present challenges to maintaining consistent brand messaging and sales performance.

The marketers at luxury jewelry brand Scott Kay, for example, reach audiences through several offline and online channels, including:
o Website
o Email
o Radio
o Outdoor
o Direct mail
o Retail partnerships

Marketing through so many channels complicates achieving continuously improving results, says Dan Scott, CMO, Scott Kay.

“There is no single silver bullet or one structure or one formula in multichannel marketing that will work,” Scott says. “There has to be assessment and reassessment each year of how the campaigns were structured, if they worked properly and what we can do better.”

Here are two tactics the team uses:

- Test the waters

Scott’s team tests multichannel messages and materials in a small group of retailers and focus groups before releasing them in a broader market. If results are positive, the campaigns are broadened to 10 select markets. From there, the team may adjust the messaging in specific markets to improve resonance and response.

“If in a six-month period the metrics are not performing as forecasted, then we’ll make additional changes,” Scott says.

- Establish checks and balances

The team also uses a system of checks and balances to ensure marketing messages are consistent across channels. For example, the team requires Scott Kay’s retail partners to sign a compliance agreement before selling its products. Part of that agreement requires retailers to submit marketing campaign materials for Scott Kay’s approval.

For example, one retailer wanted to invest heavily in marketing its Scott Kay collection in nearby movie theaters.

“We had to respectfully reject that,” Scott says. “The basis being that the audience was too widespread, too difficult to quantify and the environment too pedestrian for the luxury brand that we represent.”

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Branding, Consumer Marketing



  1. Karen Adams
    August 28th, 2010 at 01:56 | #1

    I respect what Mr. Scott is speaking of and relate to his niche VS mass tactics in multichannel branding. I heard a part of his presentation at eTail and he had some good case studies. I’d like to read more about mutlichannel marketing.

  2. October 27th, 2010 at 23:35 | #2

    Nice topic! Its really important to understand the objective of the campaign. However it is not necessary that a particular channel that brought great results for one campaign will be equally successful for others. Try different channels to pull traffic and get the desired results and analyze what works the best for your business.

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