2020 Branding Webinar: 5 Small Steps to Make a Big Impact

In the upcoming Allegra Marketing webinar, “2020 Branding: 5 Small Steps to Make a Big Impact,” marketing expert Carla Johnson will teach us the five steps to build a brand, no matter the size of the company.

In this hour-long session, she’ll explain the importance of little interactions customers have with your brand throughout their buyers’ journey.

Whether we are talking about corporate branding, product branding, service branding, and even personal branding, each detail and interaction matters. A brand is an idea your customers have about your company and the products or services it delivers. You have the power to shape these ideas and perceptions by customizing each experience a customer has with your brand.

Shaping the idea of your brand in the mind of customers is an ongoing process, and it requires consistency. According to this global study from SDL, 90% of consumers expect a consistent brand experience across all channels and devices. This is why it’s crucial to start thinking about the small moments’ consumers interact with your brand to always deliver a predictable service that meets their expectations.

To build a consistent brand, it’s necessary to start this process from the inside of your company. The first people who need to understand your brand are your company’s employees. Each one should know the promise, vision, and mission of the brand. The more informed and engaged each employee is, the more empowered they will be to advocate for your company and support your brands’ identity.

Exploring in detail each touchpoint a customer has with your brand includes rethinking all the moving pieces that work together to build long-lasting relationships with customers and prospects. This is where branding comes into play to help you forge emotional connections with your audience at every touchpoint. Doing this will shape the identity of the brand and reinforce its message.

Paying attention to these small moments will give customers a consistent impression of your business, which is key to building brand awareness and loyalty. This webinar will help you identify the different opportunities you have to engage your target audience. You’ll walk away from this webinar with a new perspective and tips to make the most of the small moments where customers experience your brand.

Register today and don’t miss this FREE Allegra Marketing Webinar on May 6 at 12 p.m. ET!

Allegra has partnered with author and branding expert Carla Johnson to bring you game-changing tips to enhance your brand. Allegra is your local, single source for strategic marketing and print communications with measurable results. Register here for this upcoming webinar.

How to Benefit from Bulk Mailing

Place your brand in the hands of potential customers with Allegra’s mailing solutions.

bulk mailing

The key to every successful direct mail campaign is having a well-targeted mailing list. For smaller and medium-sized businesses, putting together this list can be challenging, and this is where bulk mailing services can come in handy.

Local businesses can use bulk mailing services to reach potential clients in their nearby communities. This service sends your preferred print marketing pieces such as postcards, flyers, menus, or even product samples to a specifically geo-targeted area. Use this service to promote; exclusive sales, give out discount coupons, invite people to a new location, or event, or simply to remind people you are near them.

If you own a local business, consider these four reasons to add bulk mailing to your marketing mix:

  • These types of mailing campaigns are effective. Think about how many times you’ve found out about nearby restaurants, and other businesses around you via mail, the answer is — probably very often. This strategy continues to be useful because it puts your brand, location, and contact information in the hands of potential customers close to you.
  • Mailing campaigns are affordable. While the pricing per campaign may vary depending on the weight, size, and format of your mailing, the return on investment and brand exposure are often higher than the results of similar campaigns in digital channels.
  • These mailings are sent to unaddressed mailings. This means your business doesn’t need to worry about putting together a mailing list. This bulk making solution doesn’t require specific names or complete mailing addresses.
  • You can track the results. To monitor the response rate of these campaigns, all you need is a trackable phone number, a custom URL, or even a specific coupon code attached to your mailer.

Being able to reach a local audience is crucial for many businesses, and the best way to do so is by hiring an experienced team to handle it. At Allegra, you will find a creative partner for your business. We can help you design, print a compelling marketing piece, and send it to the area you want to reach.

Are you looking to learn more about our direct mail solutions? Your local Allegra can help!

Take advantage of our knowledgeable team to help guide you and recommend the best strategies to reach your business goals. To learn more about bulk mailing solutions, contact Allegra today!

5 Tips to Communicate Effectively on Social Media During COVID-19

In the wake of COVID-19, it’s more important than ever to communicate well and often with customers and community members. Social media is a low- or no-cost method for keeping the lines of communication open, even during a crisis.

Here are a few tips to keep in mind when communicating with customers via social media while navigating the impact of COVID-19:

  1. Engage as often as you can. Although you are likely very busy, it is still crucial to find the time to connect with customers. Updates on local news, ways your business is adapting to the crisis, well wishes for the community and advice for other businesses or customers, especially as it relates to your industry, is excellent content to keep your social media pages active.
  2. Respond to comments. Ensure that you are responding to every customer comment, post and inquiry you receive through your social channels. Especially if there are questions about how your business is handling safety and health requirements, be as reassuring and communicative as possible.
  3. Show your support for your community. In your messaging, express that your business is there for the community, providing helpful resources and support for individuals or businesses. Access the human side of your business and show you care.
  4. Avoid controversy. In times of crisis, emotions are running high. Your business may be struggling and your livelihood may feel like it is on the line. Despite this, it is vital to maintain your calm on social media, and avoid blame, anger or getting drawn into arguments, even on your personal pages. Avoid any language that can be perceived as political or insensitive.
  5. Act as an outlet for information. Encourage your customers to ask questions and stay in contact.  For example, if a customer leaves a question via comment on a Facebook post, you can continue the conversation by saying, “Thank you for letting us know, we always appreciate your questions and we’d like to discuss this with you further. Here is our contact info so we can connect with you further.”

As a business owner, you need to be compassionate, mindful and sensitive on social media. You also need to be accessible and responsive as customers reach out with concerns, and proactive about sharing ways your business is responding and adapting to the situation.

The more your nurture those existing relationships, the easier it will be to leverage them in the future when things stabilize. Count on Allegra for more effective ways to communicate with customers.

 

Tips to Focus on Existing Customer-Partners During COVID-19

One thing our current situation has done is make the first principle of marketing clearer than ever: focus on your existing customers.

When small businesses think about marketing, they often think of it as a tool to attract new customers. But as we grapple with a pandemic and a turbulent economy, in many ways existing customers are much more valuable.

How can you use marketing to enhance your relationships with your current customers? What else can you offer them as an additional product or service? Can you speed up your processes or sell more with a bulk discount? Can you encourage them to plan ahead and commit to services in the longer term, when wallets might be less tight?

Analyze your current customers

If you haven’t spent time digging into the makeup of your core customer base, your repeat clients and higher spenders, take the time now to gather data.  What do they buy and when? How much do they spend? Are they motivated by discounts? Do they willingly pay full price or a combination of both? Use what you learn to inform your COVID-19 marketing efforts to your existing customers.

Make them feel special

Check in personally with your customers and ask how they are holding up. See if there is anything you can do to support their business, and find a way to show how much you value them. This can include useable tips for other businesses also struggling through the impact of COVID-19, or just an update on what’s been useful for your business and an offer to share any strategies.

Stay top of mind

This can be an electronic or print newsletter, or a short email or call checking in. No need to be too promotional or push hard for a sale; aim to be clear, genuine and concise. Thank them for their continued support. Give an example of strategies you’ve seen working for other businesses. Share what is giving you inspiration during these challenging times. Share anything you or others are doing to support the community or individuals in need.

Connect on social media

Now is the time to use your social media presence to connect with your existing customers. Connect with them on LinkedIn and engage on their social channels. Ask for their opinions and questions on posts. At a time when so many people are cooped up at home, social media is an outlet not only for personal connections, but for businesses to continue to maintain relationships with local partners.

Take this opportunity to put a human face on your business however you can, and that starts with marketing to the people who know your business best – your existing customers. If you’re looking for more ways to reach out to existing customers, count on Allegra for helpful tips and ideas.