Why Should You Consider A Web-to-Print Portal?

Web-to-print is an online print document ordering system that allows businesses of all sizes to manage printed documents easily and more effectively with the convenience of 24/7 access. To succeed in today’s competitive atmosphere, companies use these convenient online print services to achieve brand consistency and a web-to-print portal makes it simpler to manage all your printed materials, keep them up-to-date, and make them available to all members within your organization.

We’ve put together a list with the top 5 reasons why using an online print portal to maintain your marketing materials can help you reach your marketing goals.

#1: Maintain Consistency Through Shared Resources

A web-to-print portal can help streamline your print and marketing needs, and help manage your print materials online. If you need everyone in your organization to use the same resources and adhere to the same requirements, a web-to-print portal is ideal. Allowing every member of your team to access the same resources can help guarantee consistency.

#2: Gain Greater Efficiency

 Having a single go-to resource for creating all your marketing materials will increase your efficiency by giving your team pre-approved resources that cut down on their need to check the product against existing guidelines.

There are more efficiency benefits for organizations that adopt a web-to-print portal as a solution for ordering print marketing materials.

Create, order, and pick up materials for campaigns in a few easy steps

  • Work with an experienced, full-service provider like Allegra to print items ordered on the portal
  • Make the creation of new campaigns easy with pre-approved templates for each campaign type
  • Develop multiple template choices to maintain brand consistency
  • Provide access to document creation throughout your organization with a secure online resource

#3: Improve Cash-Flow Management

 The best way to make sure your cash flow is well-managed is to monitor all your incoming and outgoing expenses. Of course, this monitoring can be resource-intensive. When you work with one trusted vendor like Allegra to set up your custom portal, you put all your orders for marketing materials into a single channel. No more chasing down individual receipts or maintaining records of invoices and payments for a multitude of small providers across all the territories where you operate.

#4: Implement Branding Changes Quickly

 One of the hardest things about trying to maintain brand consistency is managing the implementation of changes. Whether you’re doing something that should be simple like updating your phone number or rolling out an entirely new look and feel, you have to manage the change across all your channels.

When your print marketing materials need to be updated quickly and efficiently; the web-to-print portal makes those changes easy. Since you have pre-approved templates that define all the parameters for your marketing materials, you can make a single change to your approved information settings and change all future jobs. After that, it’s easy to order new materials that fit your new information and design changes.

#5: Create, Test, and Implement New Campaigns Quickly

 Web-to-print portals allow you to set up and approve new templates for various teams and purposes. Your creative team can easily test new ideas, see the previews online, and send them to get printed. Pilot programs are easy to run, with the same predictable cost structures and delivery times you’re used to. Then, if your pilot program is successful, you can easily approve your new materials for orders throughout your company.

Get Started with a Web-to-Print Portal!

 Streamline your print and marketing needs with a web-to-print portal, and protect your most valuable business asset: your brand. Partner with your local Allegra to see how we can help your business!

Building Brand: Transforming Leads Into Loyalty

Brand Loyalty Marketing Branding Office Working Accounting Concept

Anyone who’s a fan of a particular sports team or rallies behind a specific candidate knows the power of brand loyalty. As a culture, we gravitate towards groups that follow particular interests.

This kind of loyalty is what every business strives for. Loyal customers will promote the benefits of your products, creating word-of-mouth and social media advertising that can rival the best marketing strategies.

The question is: how do you go from cold calls and online leads to clients who are in love with your brand? Allegra’s newest webinar, “Chemical Attraction: Transform Lukewarm Leads into Loyal Customers” is the perfect guide to creating successful chemistry with your customers.

The Basics of Brand Loyalty

People are creatures of habit; we tend to buy the same coffee, shop at our preferred stores and even use the same toilet paper brand over and over again.

Sometimes these choices come from direct experience using a product or service. Other times, they’re selected by exposure, intuition, repetition, or word-of-mouth. When faced with a decision between two competing options, brand loyalty means always picking the same brand.

Inform your Customers

To convince your customers that your brand is worth following, these are some possible avenues you can use:

  • Develop informative content
  • Establish a social media presence
  • Create an e-mail marketing plan
  • Optimize your website
  • Comment or write on other blogs
  • Post static website advertisements

By generating great content, your business can simultaneously get the word out while building brand loyalty through trust.

The Small Picture

One of the best ways to take those leads and make them last is to look at the small picture. There may be a multitude of factors that are attractive about a particular product or service, but by focusing on promoting a few key points, you will target specific things your customers can relate to.

The upcoming webinar takes a closer look at how those smaller “chemical reactions” occur, and the best ways to make that happen with your customers. By using Allegra’s techniques, your business can create more than surface-level customer relationships.

Enticing Elements

Building up loyalty is important if you want to keep your customers coming back. Cold calls and client lists only get you so far, and businesses need to keep their clients engaged.

A great way to generate engagement is through exclusive offers. Clients enjoy feeling like they are part of a private club or have access to goods and services that others do not. Offering your customers options that are unavailable to the general public will engage them in a way that builds trust.

The Buyers’ Journey

Understanding and guiding prospective clients through the buyers’ journey can help you influence how they interact with your brand.

There are three basic phases that every customer goes through:

  1. Awareness: The customer realizes there is a problem that needs solving.
  2. Consideration: After defining the problem, the buyer comes up with possible solutions.
  3. Decision: Looking at a variety of avenues, the best choice is made.

The upcoming webinar highlights how important this trajectory is, and it takes you through each stage of the process. You’ll learn how to take your leads and make them active and loyal customers. While your salesforce might feel stuck with “dead-end” buyers, there are many solutions to help you transform them into profitable clients.

Working with Allegra Marketing Print Mail, you can establish marketing strategies that complement your business plan. With webinars like “Chemical Attraction: Transform Lukewarm Leads into Loyal Customers,” your sales team will be better informed on how to build brand loyalty and awareness. For more information on this and other webinars, contact Allegra and talk with our expert team today.

 

 

Allegra Marketing Print Mail Presents: Impact Branding Webinar

Impact Branding

No matter what industry you’re in, getting your company recognized is essential to building a loyal customer base. While logos and slogans are standard marketing techniques to get your business noticed, that only scratches the surface of what branding can accomplish. Learn how to take your marketing to the next level with Impact Branding: Find and Amplify Your Brand’s Uniqueness, a webinar designed to help you take advantage of branding to its fullest extent.

What Is Impact Branding?

You’re likely already familiar with brand awareness: customer familiarity with your company’s image. This involves strategically making your brand visible to help your audience associate your business with certain values it represents, like innovation, family-friendliness or cost-effectiveness. The result is a carefully crafted impression of what your company is and what it stands for.

Impact branding asks how you can take that impression and put it to work in the real world. It’s no longer enough just to have a familiar name. To amplify your brand, you need to be able to influence not only customer purchasing choices at the point of sale but also in the digital space and be present in their everyday lives.

 Why Is It Important?

There are many approaches to marketing, and ultimately impact branding is just one of them. Why not continue to use the tried-and-true methods of the past? Investing in this new aspect of branding may be expensive and require a radical shift in focus. So why is it worth it?

Evolution

How consumers interact with companies has certainly evolved with new technologies and media platforms. A corporate entity is no longer a simple manufacturer or service provider – it’s a voice on Twitter, Facebook, and YouTube. This allows interactions between consumers and business entities, at least in the eyes of consumers. When they call, text or tweet, they’re not talking to the employee behind the screen – they’re talking to the corporate entity, and expect the person or group formulating the responses to engage accordingly. As lines of communication diversify and develop further, this perception is likely to become even more important.

Competition

It’s important to remember that if your business doesn’t leverage its influence, there will be competitors out there who leverage theirs. The technologies that enable people to connect are evolving at break-neck speed, and those companies who fail to take advantage of them may be left in the dust.

Some businesses are already working to align their brand with positive activism or other ways of “giving back.” With the current pressure from consumers, this may become an industry standard. This means your business can become an industry leader through these steps – or be left scrambling to compensate.

How Can You Benefit from This Webinar?

So how can impact branding help grow your company and make it more profitable? This branding webinar explores how current influencers create magical moments that build audience trust. You can learn how to apply techniques to your brand and form emotional connections with customers, with a few nifty tips and tricks to get you started.

This webinar on impact branding also aims to help you capitalize on what makes your brand unique. Learn to identify the idiosyncrasies that set you apart from competitors. Better yet, learn how they can captivate consumers looking for something new and different.

Most importantly, learn how to think beyond the surface of branding. Consumer expectations have changed – it’s time your marketing approaches changes too!

Listen to the Impact Branding: Find and Amplify Your Brand’s Uniqueness webinar recording here, and discover how to wield your brand influence like a Hollywood A-lister. For more information on how to make your branding impactful, contact your local Allegra!

 

Employee Engagement: One of the Best Ways to Help Ensure Success

TrustSmart companies put a great deal of effort into fostering a culture of employee engagement. There’s a simple yet compelling reason for this. Salaries alone do not guarantee that a company will be able to recruit and retain the best people. Engaged employees are less likely to consider changing jobs if a new opportunity presents itself.

The evidence points to a direct link between engagement and performance. We put together this list with the most important factors that contribute to employee engagement.

Trust in Leadership

According to the Society of Human Resource Management, trust in organizational leadership is the greatest contributor to workforce engagement. When employees trust their managers ability to set the right course and commit to making the company a great place to work, they’re enthusiastic about their jobs and organizational goals.

Building Engagement Through Recognition

Research conducted for the Harvard Review of Business concerning the American airline JetBlue revealed a direct correlation between recognition and engagement. Recognition does not need to be shown through raises or extravagant gestures. Company-branded gifts, such as mugs, pens, apparel, calculators or computer accessories can effectively demonstrate appreciation without straining the company budget.

Personalized recognition awards, such as plaques, trophies or desk organizers, carry even greater weight and their visibility can also help motivate others to perform at a higher level.

Printed Internal Communications

A professionally printed internal communication piece that shows up on everyone’s desk or work station regularly demonstrates management’s recognition of the workforce’s efforts.

Organizational transparency is another big contributor for employee engagement, newsletters and other forms of printed internal communication pieces can assure employees that company leadership has nothing to hide.

Workplace Signage

Eye-catching and informative workplace signage that’s updated regularly helps to develop greater engagement among work teams. The topics can be current and cover issues that address employees’ interests or concerns. They can also help to develop a workforce culture that fosters highly desirable employee traits such as a commitment to customer satisfaction, consistently following through and a strong work ethic.

Build Engagement Through the Right Communication Materials and Recognition Items

Allegra Marketing Print Mail can help provide your workforce with the internal print communications, company-branded recognition gifts and signage that will make it clear to your team that you are committed to keeping them engaged.

Expressing appreciation through the materials we design and produce for you is an effective way to demonstrate good will toward your employees. Whimsical, heartfelt or informative, our signage and print work will convince your team that their efforts are noticed and appreciated. You’ll be surprised at the unexpected improvements your company will notice. Contact your local Allegra and take your employee engagement plan to the next level.

Getting the Most Out of Your Live Event or Trade Show Presentation

Trade shows and live events are a great way to kick-off or ramp-up your brand if you do it right. According to a Harvard Business Review survey, 93 percent of business leaders say they place a high priority on live events. When you present or promote your product or service through live marketing, you’re are generating sales leads and grooming future purchasers.

In consumer surveys, most respondents said they were more inclined to make a purchase following their attendance to an event. Bonus: At trade shows and live events, attendees like to take pictures and then share them through their social media accounts. This user generated content counts as free advertising, and it’s great for brand awareness. At your next event, be sure to set up effective and eye-catching displays to attract many attendees.

How can you ensure that your event creates a memorable experience that works best for you? The key is in the event or trade show planning. Here are some of the things you should keep in mind.

Get the Word Out and Give Your Attendees a Good Reason to Show Up

Define your target market and then learn all you can about it. What are the likes, needs and goals? Be sure your live presentation covers those areas that will effectively generate interest within your market. After you’ve come up with some good reasons for people to show up, spell out the benefits of attending in your pre-event outreach. Your attendees should know that they’ll come away with some information or insight that will make their lives better or more satisfying. If your purchasers are other businesses, let them know how you can help them increase their sales, lower their overhead or beat out the competition.

Be Mindful of Other Events That Could Conflict With Yours

Bad timing can take the wind out of your sails, if your event is scheduled to take place when there is a competitor’s event or another big attraction also taking place. Check out what other business events or entertainment attractions are going to be running at the same time as your event.

Take Heed of the Iron Triangle: Time, Budget and Scope

The interconnected factors of time, money and scope can work against you if you don’t plan carefully. Set a budget and stick to it. Make sure your budget matches the scope of your presentation and fits within the available time. You won’t appreciate financial or timing surprises the day before the event and force last-minute changes to your intended program. A project-management approach that begins months ahead of the actual event date can help ensure there’s no surprises ahead.

 

Throw in Some Branded Promotional Products and Hand Out Informative and Compelling Literature

Takeaways can help to develop a brand awareness that lasts. Your hand-out printed pieces should more than adequately reflect your branding and your message. The swag counts too: mugs, t-shirts, pens or whatever else you give your attendees to take home with them should all be well integrated, so your brand identity and messaging lingers on long after the event.

Leverage Your Event Marketing Collateral

The literature, signage, promotional items and business cards that play a part in your live event or trade show presentation will determine how well your audience and visitors remember you. There’s much to be gained from keeping the development and production of all your brand-identity items under one roof. That’s our specialty. We’ve mastered the art of building brand awareness for our clients through expertly designed and fully integrated marketing collateral. Head off to your live event or trade show well prepared and make a lasting impression. Contact your local Allegra Marketing Print Mail and find out how we can help you plan for and create a stand-out and memorable live event.

 

Gain, Improve or Restore Brand Consistency Through eCommerce Web-to-Print Fulfillment

Brand inconsistencies can hamper your marketing efforts, but a quality and tech-savvy eCommerce printing service can provide both a solution and a whole new set of opportunities.

If your business has more than one location, it’s possible to have different managers or purchasing agents contracting a variety of local print or digital services while also making uncoordinated updates and revisions.

CONSISTENCY CONCEPT
CONSISTENCY CONCEPT

You need a better way to manage your company’s brand image across multiple marketing channels and different business locations. Consistency counts and a unified approach to your product or service messaging will improve your lead generation, customer acquisition and retention prospects.

Print Inconsistencies Can Have a Negative Marketing Effect

Your company’s credibility, as seen through the eyes of both existing and potential customers, can be better preserved through effective brand control. There are several ways that noticeable deviations in presentation or messaging content can slip through to your targeted market base. Competing or confusing messages and variations in formatting or color can spell trouble for your branding and marketing efforts, but centralized control over your printed marketing materials can help avoid this type of embarrassment.

Better Than an In-House Printing Department

Web to print, also referred to as W2P, provides a remedy to inconsistency in the form of a centralized online resource and access portal for your entire company’s printed marketing needs. This is a great way to gain control over print matter without your company being required to set up an entire in-house printing department – which would obviously be a very costly capital expenditure. By outsourcing all your company’s print marketing needs to one online W2P resource, consistency can be ensured while you also gain some additional benefits.

Greater convenience translates into increased efficiency and improved staffing utilization; with W2P, all the current revisions and marketing updates can be accessed throughout your company with just a few mouse clicks. Anyone with the proper authorization or password can review the most recent print work, proof a proposed marketing piece, check the status of print job, or share work with others for input and review prior to ordering.

A major part of web-to-print convenience is that it’s available remotely and on a 24/7 basis. It’s also a good way for sales reps to easily access the most up-to-date marketing and pricing materials when they’re on the road.

Reduce Your Print Spending

When your company sets up an online print fulfillment system, you’ll be able to leverage your marketing and print budget. You won’t need to worry about separate locations ordering small print runs and you’ll instead benefit from the economy of scale.

Budget guardians will also be able to keep track of spending across different locations and departments and they’ll be better prepared to set up more realistic estimates for future expenditures. W2P also provides quick and easy automated job pricing; a budget request can be prepared and the actual final product reviewed and approved by the proper parties before a print order is actually placed.

Centralized Sales Material and Document Access

A W2P provider can serve as a convenient and centralized document storage and review service. This can go beyond sales and marketing and enable authorized HR, customer service and training personnel to quickly access and review any changes to policy documents, technical content, employee handbooks or other in-house materials before the printed versions are available and in hand.

Personalized and Cross-Channel Marketing

Personalized direct-mail marketing campaigns are effective because they match customer buying habits and demographics to individualized marketing approaches. A full-service W2P provider can enable recipient database updates to be entered into an approved online print template to create mailing pieces tailored to your company’s most recent data compilations. The addressing and mailing can also be included as part of the outsourced servicing. Your sales team will be able to take advantage of individualized marketing materials that can reach their intended recipients in the shortest possible time.

Speed Up Design Time and Easily Compare Printing Options Online

A W2P service can provide your sales and marketing staff with pre-approved templates that they can brainstorm from. Different approaches, but all within approved template formats, can be tried out online before a final consensus is reached and the print job is launched. A new and proposed marketing piece can be designed online and then saved as a PDF file to be shared with other team members via email prior to placing the final order. Your marketing team can also compare pre-order pricing online for print extras such as UV coatings, special folding, embossing and other print job enhancements.

Concentrate on Your Sales and Marketing Strategies and Leave the Printing to the Experts

Allegra Marketing Print Mail will cover all your W2P servicing and fulfillment needs and more. We’ll set-up a customized web-to-print online portal that will meet your company’s specific needs and enable your marketing plans to go into high gear while you also save time and money. You’ll have access to the in-house technology, production facilities and multi-channel experts that can take your company’s marketing plans to the next level.

We offer a fully integrated approach to all your marketing needs and you’ll be assured of across-the board consistency in both the digital and print worlds. Our logo design services, promotional products, signs and banners can also be included in the high-impact and well-integrated branding treatments that your business or organization can benefit from. Contact us today and find out how our one-source marketing solutions can provide your company with effective brand control and the positive results you’re looking for.

After You Land Your Customers, Hang on to Them: Step 3

Adding some well-crafted personal touches to your new customer welcoming routine can help make a lasting and positive impression. If you want them to stick around or keep coming back, continue to let them know how much you value them. This is another way multi-channel messaging can be put to good use.

Retention Secrets word stamped in grunge red ink style on a yellow envelope to give you tips and advice on retaining customers or employees
Retention Secrets word stamped in grunge red ink style on a yellow envelope to give you tips and advice on retaining customers or employees

You can increase your customer retention rate by showing your appreciation for continued patronage in various and frequent ways. Communicate loyalty discounts, special offers or simple but sincere thank you messages through email, online responses, direct-mail offers and, of course, one-on-one contacts. Keep them coming back to your website through engaging and interesting blogs, special-offer invites and discount or enhanced services coupons.

Variety can be a key component in effective retention messaging. Mix things up and don’t rely upon only one or two communication channels. Postcard mailings, newsletters and print ads can all add to your digital messaging and create an enhanced and memorable customer experience.

By keeping track of your customers’ buying habits, preferences and demographics, you can customize your messaging to match their individual needs and wants. This also enables you to measure and compare the effectiveness of the various channel and demographic interactions you’re relying upon. More big-time data sifting? Sure, but you don’t need to perform the collection and analysis on your own. The results of your retention efforts can be compiled and presented in a meaningful and useful format through the services of the right marketing provider. This is the type of data compilation that can be the determining factor in how well your business’s upselling, cross-selling and renewal opportunities play out

Learn More About the Ways Awareness, Conversion and Retention Work Together

You won’t need to sign up for any expensive courses to learn how awareness, lead generation and retention combine and interact to build up your bottom line. Join us for one of our free and fast-paced one hour webinars and discover how some of the most well-known companies and product brands have combined these three elements to create both loyal customer followings and highly-engaged prospects.

Our upcoming marketing webinar series will cover topics such as impact branding, transforming leads into loyal customers and ways you can wow your market base. You’ll have an opportunity to ask questions and share your own experiences with our webinar host, Carla Johnson. For two decades, Carla has helped business executives, innovators and Fortune 500 companies to create value through content and digital marketing.

Allegra Marketing Print Mail is a one-stop source for customized print and digital marketing materials and systems that can effectively build brand awareness, generate leads and grow a loyal customer base. We have what’s needed to accomplish your business goals: in-house resources and technologies, production knowledge, and the right kind of creative talent. Don’t be overwhelmed by all of the many and challenging ways of promoting your business. You can count on our marketing skills and expertise to match your needs with the best possible services. Interested in converting and retaining your customers? Let us know; Allegra can help!

With Awareness, Generating Leads and Making Conversions Can Come Easier: Step 2

Generating effective leads follows awareness. When you present the right messages to the right potential customers at the right times, it’s easier to get the responses you’re looking for. You’ll enjoy an added advantage if your target market has already been made aware of your business. This is when you have a greater opportunity to convert potential customers into purchasers and when they’re more likely to react positively to your message or offer.

For the best conversion results, define your market, make repeated approaches and measure your success. Comparing your response and conversion rates across varying demographics and marketing channels can provide you with valuable data and demonstrate how to tailor your efforts for improved results.

Horseshoe magnet attracting new leads over black background, 3d conceptual image for illustration of lead acquisition strategy and online strategic marketing

If this sounds like a huge amount of data sifting, it can be! It could become quite an enterprise if you’re running a large and far-reaching campaign; enlisting the aid of a skilled and highly qualified multi-channel marketing provider will leave your business with more time and resources to focus on keeping your customers happy.

Watch this space for step 3: customer retention.

Your Three-Step Plan to Attract, Convert and Retain Customers: Step 1

A high churn rate can be your business’s worst enemy. It’s the percentage of customers that don’t stick around or come back. Considering how much time, effort and cost goes into acquiring customers, you want to keep them.

Man with a Notepad with Text Brand

How well you retain customers can, however, be connected to how you go about acquiring them. Overall, your marketing approach has three interconnected stages that work together to affect your bottom line: attracting customers, converting them and keeping them. In addition to conversion and retention, your marketing strategy can benefit from paying attention to what goes on at the beginning of the sales funnel. This is where brand awareness takes place.

How the Process Gets Started

Lead generation and conversion may attract a greater degree of attention in a marketing campaign, but what comes before shouldn’t be deprived of time and effort. Your potential customers may be getting hit with thousands of product and service awareness messages each day — it’s natural for them to develop an instinct to tune things out.

It’s been estimated that it takes up to five to seven impressions before your company or product name is remembered. That doesn’t necessarily mean you’ll need a huge budget to get your share of awareness, especially if you’re doing business in a local market. The key is to avoid inconsistencies in your branding. This could be challenging if your business has multiple locations, there are frequent staff changes or if your business is still evolving.

The way to prevent this type of market confusion is to place all of your branding efforts under centralized control. If you’re going to launch a multi-channel awareness campaign, it should remain consistent and well-coordinated. Unless your business has all of the internal staffing and resources to design, create and manage each of  the print, signage and digital channels available to you, your best option is to outsource.

There’s much to be gained from entrusting your identity package and multi-channel campaign to a one-stop source with the expertise, experience and know-how to make everything work together effectively.

Watch this space for the next step: lead generation.

The Right Way to do a Multi-Channel Direct Mail Campaign

Studies show that companies can build more trust with current and potential customers by opening more lines of communication. Armed with this information, many companies have been doing just that. Their methods of communication now include mailing services, text, phone calls, chat boxes, social media and email. Many have also been using indirect forms of communication, such as web ads, guest articles, and magazines, to reach more customers and increase their market share

3d illustration of notepad with check list, all tasks is done

While it’s great to have a wealth of options from which to choose, too many options can hurt a marketing strategy. This is especially true for smaller brands that don’t always have the money to splurge on every avenue that’s open to them. In fact, even larger companies want to save a buck or two on marketing, so they can invest in other areas of the company, such as research and development. So, to help you fine-tune your marketing strategy, let’s discuss the right way to run a multi-channel direct mail campaign.

 

Create a Goal

Every business strategy needs to begin with a goal that can be measured and quantified. This helps marketers track progress during the campaigns they produce. It also helps to track the effectiveness of these campaigns once their run-time is complete. Without a clear-cut goal, companies would just spend blindly, never knowing what worked and what did not.

When creating a goal, keep it realistic. Look at where the brand currently is, where you want it to go, and the short-term milestones that will get you there. Remember – each campaign is just another milestone on that journey.

 

Create Metrics

Now that you have a goal, you will need to figure out how you will measure success. When it comes to digital forms of marketing, this is relatively easy. There are many apps available that require little more than signing in to track audience reach, levels of engagement and conversion rates.

Direct mail is another measurable channel. Many companies track delivery of their mail and include special offers and promotion codes for easy tracking. When these are redeemed, the promotion code used allows marketers to attribute the sale to the direct mail campaign.

 

Assess Your Audience

No matter what kind of marketing campaign you are planning, it’s important to know your audience. Gauge their preferences about your product and service, how they use it, and what aspects are most attractive to each demographic you serve.

 

 

Select Your Channels

Your audience uses multiple forms of communication, but based on the demographics of that audience, communication will vary. For instance, running a late-night ad on Instagram is unlikely to reach your audience if your target demographic is primarily made up of the elderly. The good news is that there is one channel that almost everyone has access to: the mail.

 

Direct mail campaigns are the cornerstone of many successful campaigns. When you use the coupons mailed to you by your favorite coffee shop or find yourself purchasing your car insurance specifically from the company that congratulated you by mail on your new car, those are instances of success for a direct mail campaign.

 

Build Your Persona

When you understand your audience and the channels they use, you are better able to create the persona behind these different forms of communication. Start from personal preferences, especially if you line up well with your target audience. How do the traits you display change as you move from one form of communication to the next?

 

For example, your professional persona may come out in a business letter, your witty side in a tweet and your silly selfies on Instagram. How will your brand translate its business persona across multiple platforms that require different sides of the same “self”? This is an important question you will need to answer.

 

Craft Your Message

It becomes easier to craft messages for your brand when you understand its tone and voice. This may take time and may even evolve over a period of months or years, but the important thing is to do your research, start from an informed position, and make necessary changes along the way.

 

 

Maintain Brand Consistency

When looking at consistency in branding, it’s important to begin with the visuals. When customers receive direct mail, they should instantly be able to tie the look of the material to your website and social media. Don’t be afraid to use printed marketing material to invite your customers to join you online, especially if you can offer them an incentive to do so.

 

For online brand consistency, using the same profile picture across all platforms is a wise choice, but do not duplicate content. You do want customers to visit as many channels as possible and if they are all pushing out the same content, it gets repetitive. Instead, focus on sharing tone and topics across platforms. Even if you share the same links and photos, switch up the captions and timing.

 

Managing multiple channels of marketing, including direct mail, can be quite the challenge to undertake on your own. Luckily, there are companies like Allegra Marketing Print Mail who can help you to assess your marketing needs and meet (or exceed!) your objectives. Contact us today to get expert advice for your next campaign.