Multichannel Marketing Made Easy

 

With so many options, it’s no surprise more than 92 percent of North American consumers shop on more than one marketing channel.

i channel

Considering shoppers need an average of nearly six touch points before making a purchase decision, it’s clear that a multichannel marketing strategy has become a must-have.

 

Multichannel marketing is often achieved online with your website, email marketing, digital ads, social media and more. One powerful offline component that can boost your multichannel efforts is direct mail marketing.

 

According to the Heinz/PFL 2018 Multichannel Marketing Effectiveness Report, B2B marketers that use direct mail report higher overall effectiveness of their marketing versus other non-digital channels, like events, public relations and print advertising.

 

Still, it’s important to establish a presence where your customers are likely to be found – online. Fortunately, there’s a simple bundle of services that will upgrade your direct mail campaigns to automatically bring you the advantages of multi-channel marketing, specifically on Facebook and the Google Display Network. Here’s how it works:

 

You send a mailer to your defined list, driving them online to your website. The mail recipients who visit your website and later log into Facebook will see an online display ad in their newsfeed that matches your direct mail piece for a 30-day period.

 

Through a code added on your website, you can automatically repeat advertising efforts to visitors who have not purchased a product, filled out a form, etc. Plus, for 30 days, ads matching your mail piece will follow these prospects when they visit any of over a million sites on the Google Display Network.

 

Make multichannel marketing easier for your 2019 plan. Download your free copy of Marketing Insider to learn more or ask us about our integrated, multichannel solution.  We can also help with sourcing mailing lists or designing mailers and online ads.

 

Put Your Direct Mail to the Test

Testing can help you put the stamp of success on your next mail campaign.

Following are some of the most common questions from small and mid-sized businesses, organizations and nonprofits in regard to testing mail campaigns.

Why test direct mail?

The short answer is because you can. With other media such as outdoor or radio, you often have to dive right in. But with direct mail, it’s relatively easy – and potentially cost savvy – to dip your toe in the water before fully committing yourself.

What should I test?

Many test their mailing lists to see which one is most effective in gaining responses. Another popular test subject is the offer. Which works best, a dollars-off offer or a percentage discount or a free trial? You also can use testing to evaluate headlines calls-to-action, formats and campaign timing.

How do I test a mail campaign?

Perhaps the easiest way is to create “test cells” to compare key variables of your campaign. You might, for example, divide your mailing list into four parts and send Offer A to 25%, Offer B to 25% and so on. Just be sure the sample size is large enough to provide “statistical significance” – meaning that the results from the test are likely to be replicated when you mail again to the rest of the audience.

When do I test?

If planning a big campaign, it can make sense – and save dollars – to pre-test on a smaller scale prior to the launch.

Another less formal way to benefit from testing is to track your results on a continuous basis, adjusting as you go. If 2017’s campaign drew a great response from a free trial offer whereas 2018’s effort featuring a percentage discount gained fewer responses, consider repeating or refining the free trial offer in your campaign this year.

Need help? We invite you to put our direct mail expertise to the test.

3 Ways to Bond with Millennials Through Print Communications

While predictably receptive to online promotions and communications, research shows tech-savvy millennials have an unexpected affection for more traditional direct marketing.Depositphotos_81736488_m-2015

 

The 2017 Annual State of Marketing Consumer Survey from Keypoint IntelligenceInfoTrends reveals 71 percent of North American millennials say they look at most of the direct mail they receive.

 

“There’s just not as much clutter in traditional media, like print and mail, and it’s engaging to digital natives,” says Kate Dunn, Business Service Director at Keypoint Intelligence – InfoTrends.

 

However, not all mail will capture the hearts of millennial buyers. Here are three ways to win them over and inspire long-term loyalty:

 

  1. Get personal. Most appealing is customized, printed content that reflects a website they’ve visited or products they recently purchased, according to the Consumer Survey.

 

  1. Interactivity is important. Dunn notes that millennials are more likely to use a QR code to access special offers, coupons or video, bringing digital assets into the conversation. Augmented reality is another big hit, creating opportunities to bridge the gap between the physical and digital world.

 

  1. Multi-channel matters. You’ve captured their attention with a direct mail piece – don’t lose their initial engagement with a lackluster website. Ensure your website is well designed, mobile friendly and recognizable based on their first exposure to your brand, Dunn advises.

 

Download your free copy of Marketing Insider today to learn more about inspiring loyalty in your millennial customers.

Miss Out On Our Latest Webinar? Learn How You Can Fast-Track Your Great Ideas

Allegra Marketing Print Mail hosted speaker Carla Johnson, world-renowned storyteller and author of Experiences: The 7th Era of Marketing, for our latest webinar: “How to Fast-Track Great Ideas … and Make Them Stick.”

Second Chance Just Ahead - Green Billboard on the Rising Sun Background.
.

While there are people who seem to effortlessly come up with great ideas on the spur of the moment, there’s no special magic trick you’re missing out on. In this webinar, Johnson teaches marketers powerful ways to not only come up with great ideas, but also how to pitch them and receive buy-in from peers and managers.

In three highlighted case studies, see how businesses and nonprofits have launched powerful campaigns by seeking unexpected sources of inspiration.

By generating better ideas faster and learning how to draw on past experiences, you can overcome the barriers holding you back, help your organization reach its goals and inspire your next big success. No matter your role or experience, you can benefit from this proven formula and take your ideas to the next level.

If you were unable to attend the webinar live, click here to download the recording.

With 5 Seconds to Get My Attention, it’s Time to Get Creative

Messy Office Desk with Ideas and Vision

With just five seconds — or less — to catch a prospect’s interest, you must first get them to notice you. One of the best ways to accomplish this is through the use of eye-catching creative design and clear, concise text.
How do you get there? Try following some best practices for good “creative”:

Focus on the benefits.
Stick to customer benefits in your copy rather than your product’s features. For example, the weight and dimensions of a power drill are far less meaningful than saying it fits securely in your hand with a comfortable grip.

Add contrast to add interest.
Headlines, subheads and quotations will add visual emphasis and draw the reader to your most important information. Add visual contrast by leaving white space and varying the size of graphic elements. For example, two photos of dramatically different sizes on a page are more appealing than two photos of equal size. The “weight” difference also communicates which elements are more important.


Project the right image.

Use consistent typefaces and colors to create an easily identifiable “look” that distinguishes you from your competition. For example, you may want your audience to perceive your company as professional, friendly, corporate, dynamic or cost-conscious. The design you create reinforces these qualities and elicits the appropriate emotional response.

Never forget strategy.
Creative is designed to get results. And you can’t get results without strategy. Here’s how to motivate the desired action:
• Use a targeted list for your direct marketing to avoid waste and reach those most apt to buy.
• Create a sense of urgency. (Example: limited-time offer)
• Use incentives, like cash-back or free additional services.
• Include a clear call to action. Your prospects can’t respond if you don’t tell them what you want them to do or how they should do it. (Examples: Download a white paper, register for an event, make a donation, visit our website or contact us today.)
Talk to us about your creative challenges! Allegra can help.

Good Will is Good For Business

Digital Dictionary Give Volunteer Help Concept

Sponsorships, donations, pro bono services, discounts and volunteering. These are just a few of the ways through which small and mid-sized business owners can begin to build a profile as a good neighbor in the community.

Besides the “feel good and do good” nature of philanthropic activities, there are business-boosting ancillary benefits. Community involvement can give you the chance to network with other business leaders and may occur by sitting on the board of a nonprofit, for example. In this setting, you contribute your expertise to a clear need and can gain exposure to heavy hitters who could be potential business partners or customers.

Where to Start

With endless ways to share your time and talents, develop a purpose statement for your giving that defines your interests.
Provide opportunities for your employees to give back, too. Encouraging your staff to support your company’s or their own pet projects has shown to increase morale, teamwork, employee retention and satisfaction.

And, don’t overlook professional affiliations. Chambers of Commerce and other business and professional organizations and consortiums require volunteers to survive. Head a committee or help with an event and build important business (and personal) relationships.

For established events, explore sponsorship opportunities. Or, you may be able to pool your resources with other business people and share event space to create a unique experience.

When you and your organization are woven into the fabric of your community, everyone wins. You gain the reputation as a good place to work, allowing you to attract talent and retain top employees, customer satisfaction is higher, and you grow as a business person. Stronger businesses mean a healthier community.

Interested in formalizing a program and materials for your company to give back to your community? Let us know; Allegra can help!

3 Ways Infographics Can Take Your Content Marketing to the Next Level

infographics content marketing

Infographics are a great content marketing strategy that can serve as a powerful, informative tool for your business. Not only are they an eye-catching way to educate and promote products and services, they can also simplify complex information or processes for customers and internal audiences. Here are three ways that infographics can take your marketing to the next level:

1. They are attractive and digestible.
Given that 90 percent of information transmitted to the brain is visual, infographics help any important numbers, facts and figures you want to share really stick. Using striking colors, interesting font pairings and graphic elements that align well with your brand image help appeal to the visual needs of consumers and those who crave a quick way to digest content.

Infographics serve as a compelling way to deliver information to your audience in the most attractive way possible.

2. They help create a narrative.
Memorable, measurable content marketing comes from good storytelling. Turning information and processes into a narrative, especially ones that are complex and difficult to understand, can help your audience receive the information more easily and retain it.

Say a veterinarian has an infographic in their waiting room telling the story of an owner’s first year with a new puppy. Relying heavily on visual elements to tell the story, it can grab someone’s attention and break down details, such as finding the best food for their puppy or housetraining tips.

3. They can be repurposed on social media.

Infographics are great for printing and hanging around your office for employees and customers or embedding into emails, but they’re also social media-ready. Posting clickable infographics on your social media channels is a perfect way to capture the attention of your followers and drive clicks to your site or collect more leads, depending on your call to action.

Plus, they boost engagement, making them more likely to go viral. Infographics are liked and shared on social media three times more than any other type of content.

Need help creating compelling infographics for your business? Contact your local Allegra to take your content marketing strategy to the next level.

4 Ways e-Commerce Sites Bring Better Brand Control and Consistency

E-commerce

No matter how careful your organization may be, there’s always a chance for brand inconsistencies to creep into your marketing communications over time as your business evolves or your staff changes. In fact, your organization may be especially vulnerable if:

  • You operate several locations
  • Your marketing materials are accessed by multiple people
  • Your printed materials require frequent updates

Even the smallest breaches in brand consistency, such as differing colors or fonts, competing messaging or confusing wording, can do some major damage. According to a survey by Demand Metric Research Plus, 71% of marketers and brand managers said that brand inconsistencies result in market confusion, 56% said they result in harm to your credibility and 30 percent said they make it harder to compete.

So, the question is, how can businesses, organizations and nonprofits protect themselves from harmful brand inconsistencies? Marketers looking for a better way to manage their brand assets might consider a web-to-print solution (W2P) also known as an online order and print fulfillment system.

Here are four ways e-commerce sites can offer a competitive edge and streamline your organization’s marketing dollars:

  1. Centralize control.
    When brand standards are controlled through an e-commerce website, you can greatly increase the consistency and accuracy of your marketing and sales materials by having your most current versions of documents available to all who need access.
  2. Increase impact.
    Cut turnaround time while you empower multiple users to reach your company’s communications goals. Your marketing gets more relevant when you can easily localize your content for powerful, personalized messaging.
  3. Monitor spending.
    With a system in place, you can track both usage and purchases across employees and offices. This information can be used for further marketing and sales efforts as you determine what’s being used and where you can trim expenses.
  4. Improve efficiency. 
    By consolidating your organization’s communications resources, you can leverage your buying power while avoiding the “one off” spending that often occurs in regional offices or with remote employees.

Want better control over the consistency of your brand? Contact your local Allegra Marketing Print Mail to learn more about how a convenient and user-friendly web-to-print solution can better equip you to streamline the ordering and management of your marketing and business materials.

3 Ways to Inspire Your Team

Business owners and managers who set lofty goals know it takes many contributions – large and small – across all areas of the company to reach them. And that takes cultivating an environment where your team members are motivated and engaged.

Inspire your team

As much as you may understand your business and what it stands for, communicating that effectively to those around you can be tricky, especially when you’re juggling multiple demands on your time. Here are some areas where you can make a difference right away:

  1. Live your mission.
    A mission statement or value proposition describes what you do and how it differentiates you from your competitors. Your values define who you are. They don’t change even as the business evolves.
    Everyone on your team should be regularly exposed to your organizational values through visual reminders and storytelling of values in action. From small posters or handouts for individual workspaces, to large wall and window graphics, keep your core messages front and center by incorporating them in your office décor.
  2. Get off to a great start. 
    Consider this: According to the Work Institute’s 2017 Retention Report, first-year employees are at the highest risk for turnover, and it takes up to six months for their value to offset the costs related to hiring, onboarding, compensation and benefits. Get everyone off to a great start with a “feel-good” welcome kit, including items like a logoed shirt, business cards, a personalized coffee mug and more. Distribute an employee handbook as a tangible source to seek out company policies; they’ll appreciate having a printed version for quick reference. Additionally, how your organization is perceived internally and externally is influenced by the consistency of your communications and delivery of your brand message, so be sure to maintain a unified image. You’ll want to keep it consistent across print, digital and in-house signage.
  3. Show appreciation.
    According to a survey by Reward Gateway, nearly six out of 10 respondents say they would prefer to work for a company with a culture where they receive recognition over a higher-paying job where they didn’t receive any. While acknowledging an employee of the month is good, better yet is rewarding your team members in the moment. Drawstring backpacks, headphones or travel blankets with your company imprint are great ways to show appreciation for a job well done. And enable your employees to acknowledge one another for being a team player with whimsical “high five” trophies or tokens redeemable for office perks.

Inspired to bring your team together? Contact  your local Allegra Marketing Print Mail today for office materials, logoed products and gifts, and more.

What to Print for Your Next Event

Event marketing can prove to be an effective strategy for lead generation and customer retention. Yet common missteps that can thwart your best intentions can happen before (lack of preparation), during (poor displays) and after (failure to follow up with leads). All can be easily avoided!

Printed Materials for Event Marketing

Many of your promotional tactics will be print-related. To ensure a greater return on your investment at your next trade show, expo or community event, here’s a rundown of what most marketers have in their event arsenal:

Banners, Posters and Signage
Whether your event is inside or outdoors, you’re competing with a lot of visual noise. Professionally produced banners, flags, pennants, posters and directional signage can drive foot traffic to your space, creating more opportunity for engagement. According to the 2016 Experiential Marketing Content Benchmarking Report, 74% of consumers said meeting with exhibitors made them more likely to buy the products being promoted or demonstrated.

Brochures and Flyers
Take along a mix of marketing materials. Inexpensive handouts are just right for anyone stopping by your booth, serving as a handy refresher once the show is over and everyone heads home. Keep a stash of more robust, high-quality sales brochures available for anyone who expresses a genuine interest.

Business Cards
Business cards are necessary for events and trade shows, so you’ll want to ensure that your team has plenty to hand out. Are they up-to-date? Visually appealing? Readable? Think about sprucing up your business cards with textured paper, vibrant palettes and graphics and unique type fonts that align with your brand identity.

Direct Mail
Use the mail to be first in line in the minds of your customers, as it can take multiple contacts with your target audience to drive action. For an event, plan on delivering a save-the-date card a few weeks ahead of your invitation mailing. Based on responses, you may need a third reminder. An inexpensive postcard will do as a last push for RSVPs.

Programs
Event apps are growing in popularity for those who always have a phone in hand. Be aware that not all venues are enabled with Wi-Fi or it can be an additional cost if you’re the event host. Cover your bases with a printed program for handy reference and note taking. Your attendees will thank you.

There are plenty of extra print materials that can boost the success of your event. Place cards or nametags for special dinners, meet-and-greets and other similar events are a great way to organize your attendees and break the ice. Raffle tickets and contest forms featuring your brand logo create a fun and interactive experience for everyone, keeping you top of mind.

Want to check off these printed materials from your list? Your local Allegra Marketing Print Mail can help you!