The Fall 2009 issue of 1to1 Magazine features an article entitled “Building a Hybrid Cross-Media Campaign.” In it, Tukaiz is called upon to provide expert guidance:

According to Frank Defino, Jr., vice president and managing director of Tukaiz, data owners don't cooperate because they don't understand that the same piece of data that will work in a direct mail piece will also work on a landing page. “They sometimes don't know how to put the pieces together,” he says.

Tukaiz's recent work with Ricoh was also shown as an example of the successful use of these campaigns:

Four months prior to the trade show the company sent “backstage passes” to 23,000 recipients. A second mailer urged recipients to sign up online to go to a personal URL (PURL), and a third mailer, which included a Ricoh Rocks T-shirt, was sent to a specific group of high-value prospects the company wanted to meet in person. In addition, Ricoh simultaneously dropped email campaigns, encouraging people to go to their PURLs. (...) The campaign ultimately resulted in the sale of nine printers on the trade show floor—the first time the 72-year-old company signed deals at a trade show.

For the full article, visit 1to1media.com