How to Make the Most Out of Your Website

web designIt’s been said that the average web user today holds an attention span of about eight seconds. That means your website needs to act fast to grab their attention and stand out among the rest.

There are a number of key aspects to keep in mind when deciding how you want your brand’s website to look and function. If you’re starting to build your website, or considering refreshing an existing one, here are some ways you can make the most out of your digital platform.

 

Put What’s Most Important First

If you only have eight seconds to intrigue a web visitor, it’s important to waste no time. Your website viewers should be able to learn about who you are and what you do just by glancing at the first few sentences on your page. Giving a quick and concise overview of your brand can help cut straight to the chase. Users don’t typically enjoy having to do extensive research and digging to find out what your brand is about, so give them an introduction right off the bat. The quicker they are able to understand your mission and message, the quicker they can decide if your brand is the right fit.

 

Keep It Simple

If website users don’t find what they’re looking for in a short amount of time, they can abandon ship quickly, so keep your messaging brief and simple. Make sure the paragraphs on your site are short and direct using simple language. There is a lot of room for creativity when it comes to creating a website, but the verbiage should remain clear. Trying to use clever or intricate language when describing the work you do can confuse visitors, which will likely convince them to give up the chase. People inherently don’t like what they don’t understand.

 

Make Your Social Media Presence Known

Consumers can spend upwards of three hours a day browsing social media platforms, which is a significant difference from the eight seconds they devote to a website on average. To keep the conversation going after they close the browser tab, make your social media presence available. Linking to your brand’s social media profiles at the top and bottom of each landing can encourage visitors to seek you out elsewhere. If they are browsing on their phone, transferring their search over to a mobile-friendly app like Instagram can help keep them engaged.

 

It’s All About the Imagery

Many people feel the same way about books as they do websites – they enjoy looking at the pictures. For that reason, creative imagery should play a central role in your website content. There is one caveat: don’t go overboard. Using an overabundance of stock images can look forced and contrived. Preferably, your website should showcase real photos of your brand and your team. However, if you’re not able to integrate original photos in your web design, take some extra time to find the right stock photos that work best for you. This will help ensure that the images you use still convey who you are and what you do, even if you didn’t take them.

There are many factors that play into how your website is received and how effective it is in moving your brand forward. The tips laid out above are a good start to creating your online image, but it’s also important to continue developing and evolving your site as you go. You may only have eight seconds of a viewer’s attention, but a great website can change the course of a consumer’s decision and, eventually, your success.

Count on the experts at Allegra to review your website and branding elements to ensure you’re leaving people with a lasting impression.

The Importance of Printed Handouts

While the advertising space has grown more diverse with the increase of digital ad platforms, print handouts have not lost their importance. Thanks to digital, the significance and value of print has grown richer. Understanding the common types of print advertising handouts and how to use them is an important part of reaching the right audience with the right message and staying competitive.Flyers

Target Marketing refers to print marketing as an “engagement goldmine” when it’s marketing to Millennials. In fact, Target Marketing reported that 65% of Millennials bought from a catalog, and 63% purchased because of a mail piece. Print is perceived as more trustworthy and the fact that they can pick it up and touch it provides a level of sensory engagement digital ads cannot. Plus, print advertisements stand out from all the digital ads with which users are bombarded while on their phones.

So what are print handouts?

Print handouts are anything that is printed and handed out free of charge for advertising purposes. This includes flyers, brochures, pamphlets, and postcards. Several factors come into play when choosing the right ones to use for your business, such as the type of business you are advertising, the goal of your print campaign, and your budget. Most companies will benefit from using all these popular handouts in the right context!

  • Flyers: These are typically single-sided sheets printed with an advertisement. They are a low-cost option used for reaching many people with your message. This message is usually short and sweet – announcing a sale or a grand opening or simply reminding recipients that you exist to help them. They can be mailed, handed out by a sales team (on a street corner, at a tradeshow event, or canvased across a neighborhood), or pinned up on public bulletin boards.  Flyers are also known as leaflets.
  • Info Sheets: A single sheet containing product specific information. These are usually handed out by employees to individual customers at the shop or made available during trade show events.
  • Postcards: Printed on card stock or heavyweight paper, they are comprised of one flat piece with no folds. Most people picture a rectangle when they think of postcards; however, postcards are not limited to the traditional rectangle but can be designed in all manner of shapes to intrigue and delight your audience. Like flyers, they’re a great way to promote a sale or build brand recognition.  The message is usually pretty simple; your postcard is not the place to unload product specs and details. Instead, postcards are used to encourage the recipient to come engage with your business to redeem an offer or to supply a reminder of what your company does. They are a popular choice for direct mail campaigns because they very flat, lightweight, and sturdy, thus making them perfect for sending in the mail. As one of the simplest pieces to create since no folding or binding is involved, postcards are great for budgets and distributing to a broad audience.
  • Brochures: There are a wide variety of brochure formats readily available at your local Allegra. Brochures can be created from single sheets or multiple sheets folded to form a small booklet. Multi-sheet brochures can be bound or unbound. Unbound brochures are also called pamphlets. Printed brochures are utilized in many ways to effectively increase sales. A few common distribution methods for reaching your desired audience through brochures includes placing them in public display racks, sending them out to a select audience via direct mail, giving them to a client during a consultation, or placing them in brochure holders in your own office or shop for interested parties to pick up.

Do you need to create custom print handouts that are sure to impress? Your local Allegra Marketing Print Mail location is ready to help from start to finish.  They’ll guide you in choosing and designing the right type of print handout for each of your marketing goals as well as handle all the printing, folding, and binding for your marketing print handouts!

How Brochures Can Help You Reach Your Business Goals

There are many creative ways brochures can be used by business owners to promote and education about their business offerings. They attractively present a solution to a problem and the benefits of choosing your company, as well as how to obtain the product or service. Here are a few examples on how businesses use brochures for different purposes. 

  • To Raise Brand Awareness: A perfect example of this are travel brochures. When placed in a hotel’s brochure rack, they inform visitors of local attractions and services. A 2018 study tested the impact brochures placed in a hotel lobby have on travelers. The study revealed that 85% of visitors became aware of an attraction or business as a result of picking up a brochure and 61% of visitors planned to purchase tickets or merchandise, they learned about from a brochure.
  • To Start a Conversation: Dentist offices often have brochures in the waiting or examination room explaining treatments or services such as teeth whitening. An interested patient can grab a brochure and discuss any questions they may have about the service with their dentist.
  • To Close a Sale: Businesses, such as massage clubs, use brochures to provide a visual to potential customers while a staff member walks them through pricing packages and services. Circling the best value option or jotting down a promo code during the conversation can make it personal. If the client is unconvinced and needs more time to think about it, the brochure serves as a reminder of the brand, the product, and the special attention received.
  • As Handouts for Different Occasions: Many companies distribute marketing brochures at trade shows or sends them as a targeted mailing. These methods allow for a larger reach rather than waiting for a customer to select one in-person.

Custom brochures can do more than just promote a business’s full range of products or services. They can help advertise upcoming events, raise awareness for a cause, or serve as map or program guide. A advantage brochures have over other forms of marketing is they don’t have the character limit often found in digital ads or smaller print mediums. The multiple panels in a brochure allow you to break up text into easily digestible pieces. This also allows for you to get as creative as you want, playing around with the use of images, layout, paper stock, and finishing techniques to communicate your message.

Allegra has the experience and expertise to help create a high-quality brochure. To get started, contact your local Allegra Marketing Print Mail location today.

5 Ways to Boost Your Trade Show Presence

Trade shows are a great place to find new customers and build relationships to help your business grow. These events are often industry-specific and not open to the general public. Most of the people who attend trade shows are company representatives in a position to influence purchasing decisions. The Center for Exhibition Industry Research found that 86% of trade show visitors are decision-makers.Trade Show Booths

Before signing up for your next trade show, it’s crucial to do some preliminary research and figure out what will be the goal your company wants to achieve during this event. Your company may be launching a new product or service, or they may be looking to get feedback on an existing offering, or they may simply want to generate new sales leads. Whatever the objective is, you will need to find out what type of audience will be attending the event. After you figure out who will be attending the event, you’ll be able to determine the best ways to attract them to your booth.

Participating in events requires a substantial investment and advanced planning is necessary to guarantee a good return on investment. Redefine success and step up your 2020 trade show game by focusing on these five event marketing strategies.

  1. Reach out to attendees before the event. Build interest before the event by sending emails to encourage attendees to visit your booth. It may seem unnecessary, but doing this will plant the idea in their heads to stop by your location when at the event. You can say something as simple as, “Stop by with our booth with your business card for a chance to win a prize.”
  2. Invest in a memorable trade show booth. Choosing the right event company to produce your display is just as important as selecting the correct trade show to attend. That’s where Allegra comes in! We can help you think of every detail, from graphics and flooring to lighting.
  3. Invest in proper signageSigns are often the focal point of any booth and they are responsible for representing your brand. Make sure you have enough signage not only in your booth but also around the event floor to help people locate your booth. Use eye-catching graphics to draw potential customers and communicate the value of your products and services. There are many different types of signage that work well for events, from trade show banners to ceiling and flooring graphics.
  4. Pick unique promotional items. With today’s printing advancements, the possibilities are endless when it comes to the type of products you can brand. Use this opportunity to your advantage by picking an unusual giveaway. Giving people something unexpected they haven’t seen before will give your company an edge over other exhibitors. The items companies distribute at events should always be useful, valuable, or entertaining. Trends to keep in mind in 2020 when picking out promotional items are: self-care or fitness items, eco-friendly products, tech accessories, weather-friendly attire, and brain teasers.
  5. Make your booth fun and interactive. An excellent idea to attract people to your booth is to offer a convenient service. An example of this would be to set up a cell phone charging station. Since most people will probably be using their phones, they are likely to stop by and use the station. Another idea to make your booth more interactive and fun is to invite people over for games in exchange for prizes. People are more likely to spend some time with your company if you are providing an experience they can enjoy.

Allegra has the experience and expertise to save you time and money with trade show displays, banner stands, giveaways, and more. You don’t need a big budget to make a significant impact! We’ve helped lots of companies just like yours. And they’ve been kind enough to give us a 5-star rating in return. That’s a win-win!

For quality and service you can trust, contact your local Allegra Marketing Print Mail location today!

10 Customer and Employee Appreciation Gifts for the Holidays

Employee Appreciation GiftWith the holidays just around the corner, many businesses are looking for creative ways to let their customers and employees know they care. Larger companies with substantial budgets have standardized strategies to reach as many people as possible, but smaller businesses have a significant advantage when it comes to showing their clients and employees some holiday appreciation.

Never underestimate the business impact of excellent customer care. Herein lies a rare advantage that favors smaller operations. A new study revealed 61% of millennials expect to shop at small businesses in 2019. One of the reasons behind this is they understand the positive impact supporting local businesses has in their communities. Another reason is they enjoy the personal customer service they experience at a small business.

Customer and employee appreciation strategies don’t need to be costly. They simply need to be creative and consistent. Is the retention worth it? Absolutely. Ian Altman, a contributor at Forbes.com, says: “It’s always a good idea to show clients your gratitude.” And according to a business satisfaction report by Knack “Employee gifting can play an important role in employee retention in a tight labor market.”

Appreciation and recognition initiatives should be a must for every company. When formal and informal
recognition is built into your business, it can help you retain customers, improve sales, and retain top performers in your organization.

If you are looking for budget-friendly options to recognize customers or employees this holiday season, check out these ten creative ideas.

Customer appreciation gifts and retention ideas:

  1. Send a card. Custom cards or postcards are always thoughtful and often unexpected. Use them say thank you after a customer makes a large or repeat purchase or sends an important referral your way. While email may be efficient and easy, nothing tops the touch and feel of a personalized, handwritten note on high-quality stationery or a notecard with your logo embossed or foil-stamped on the front.
  2. Bring lunch. For companies dealing with business-to-business clients, bringing lunch to their location can be a great call. You can use this as an opportunity to bring some branded promotional items like reusable lunch totes, water bottles, or travel tumblers.
  3. Extend the goodwill. If you want to go above and beyond for a client, invest in a customized gift. This appreciation gift can be something reusable your client can continue to use. For example, a branded crystal candy dish filled with treats can create an opportunity for your sales team to refill on subsequent visits.
  4. Get personal. If your customer data includes birthdays, anniversaries, or other significant dates, you can build in recognition beyond holiday-related occasions with personalized offers and gifts. Do you have any clients who are into fitness? Branded pedometers or exercise mats are a great way to show them your company cares.
  5. End on a high note. Year-end holidays are a prime time to send customer appreciation gifts. Printed wall calendars are still well-received despite having many other electronic options. Other welcome desk accessories include journals and portfolios or electronics, like power kits or Bluetooth speakers.

Employee appreciation gifts and retention ideas:

  1. Be specific. Acknowledging an employee of the month is good, and it can be even better if you include a branded gift as a reward. Go for trendy promotional products such as: drawstring backpacks, headphones, or travel blankets.
  2. Encourage peer recognition. Enable your employees to acknowledge one another for going the extra mile or being a team player with whimsical “high five” trophies or golden tokens redeemable for office perks.
  3. Put it in writing. Recognizing people in writing can help you raise morale and encourage productivity. Make a point to give shout outs and reward those employees who embody your company values. Send a company wide written communication highlighting their personal stories and achievements.
  4. Tie rewards to company goals. Get the most from your employee appreciation program by linking some awards directly to your goals: increasing sales, improving customer service, or identifying cost savings. Traditional plaques and crystal trophies can instill pride in your organization.
  5. Remember remote employees. Reinforce the sense of connection of remote workers by including them and leveraging your online capabilities. There are many ways to do this, for example, feature them on your social media pages, your website, or include them in your monthly companywide emails.

Before the year ends, try some of these small investment ideas; in time they will pay big dividends for your company. Your local Allegra Marketing Print Mail location offers many promotional product options to support your customer and employee retention strategies.

Four Easy Steps to Pick the Colors for your Brand

When you see something for the first time, you form an opinion about it in just a matter of seconds, but how much of that first impression is based on color alone? According to Colorcom, colors account for 85% of the reason why someone will decide to purchase a product. Marketers take color psychology seriously; they know as soon a customer walks into a store, they will form a positive or negative opinion about their retail environment within the first 90 seconds.

color wheel

It is no coincidence most in-store sale signs are red. According to a University of Rochester study published in the journal, Emotion, when humans see red, their reactions become faster and more forceful. For marketers, this information is useful. It means when people see red sale signs they are more likely to make impulse purchases and spend more money than they intended to.

Other studies also support the theory that colors can be used to influence purchasing decisions. According to the study “Exciting red and competent blue,” when customers see a logo or package, the color activates relevant associations, which influence the perception of the brand’s personality. The color blue, for example, is linked to qualities such as competence, intelligence, communication, trust, efficiency, duty, and logic. This is why we often see blue in the logos of banks, financial institutions, and healthcare centers. The perceived competence of a brand can be positively affected by the presence of the color blue in their name and logo.

Colors are important in every single aspect of the buyers’ cycle, from packaging to signage. According to Colorcom, the presence of color helps us process and store images more efficiently than colorless scenes. Whether it’s a permanent sign affixed to your building or a banner to announce a special promotion, spending a few extra dollars for color printing makes good sense.

How to pick the colors for your brand?

Step #1

The first step to determine the best color to use for your brand is to start by thinking about your target audience. Research from Shopify reports women respond favorably to the colors blue, green and purple, while disliking brown, grey and orange. Men also responded well to the colors blue, green but not the color purple. They preferred black and reacted negatively to browns and oranges. Knowing the type of preferences your audience has will help you narrow down your color options.

Step #2

Once you determine the audience you are targeting and their preferences, think about what type of message you want to communicate. This will depend on the type of products and services you offer. For example, if you are in the cleaning service industry, you will want to use colors associated with purity, simplicity, hygiene, and clarity. In this case, white would be a good choice.

Step #3

Consider all the different options you have when it comes to colors and try to pick no more than two colors for your brand. Although many logos in the marketplace use more than one color, our sample of the 4show study found that most well-known brand logos only consist of single color or one dominant color with a smaller accent color.

Step #4

Use this guide by Marketo explaining shade by shade how colors can affect your business:

  • Black is employed by those who wish to communicate classic sophistication and is often associated with expensive or upscale brands.
  • Blue is likely the most popular choice for brand colors, and is considered dependable, trustworthy, secure and responsible.
  • Brown is thought to be earthlike, natural and durable. The color speaks of simplicity and strength.
  • Green is synonymous with calm, freshness and health. Lighter shades communicate serenity, while darker greens are associated with affluence.
  • Orange is a color full of life and excitement. It communicates fun, exuberance, playfulness and vitality.
  • Red invokes a passionate response and is aggressive, attention-getting, energetic and provocative.
  • Purple is elegant, rich, sophisticated and is associated with royalty, nostalgia, spirituality and mystery.
  • White represents cleanliness and purity, making it a popular choice among healthcare and child-related businesses and organizations.
  • Yellow invokes sunny feelings of hope and optimism. Its brightness catches the eye and stimulates creativity and energy.

Need help developing your logo or designing the identity materials to strengthen your brand’s identity? Rely on the experts at Allegra Marketing. Contact your local Allegra Marketing Print Mail location for all your design and printing needs.

How to Wow Your Best Customers

This year Allegra sponsored a marketing webinar series featuring branding specialist Carla Johnson. In each session, Carla has discussed the different stages of the customer journey and how to reach the customer where they are at in their journey. Marketing Webinar Image

In the first webinar Impact Branding: Find and Amplify Your Brand’s Uniqueness,” she discussed ways to build your branding to attract prospects in the awareness stage and provided tips on how to convert those in the consideration stage into customers.

In the second webinar, Chemical Attraction: Transform Lukewarm Leads into Loyal Customers,” Carla discussed how to engage those prospects in the purchase stage and create exceptional customer relationships.

In the third and final Allegra webinar for 2019, Behind the Curtain: Inside Tips to Wow Your Best Customers,” Carla focused on the retention and advocacy stages of the customers’ journey and provides insightful tips to wow your existing customers and encourage them to become brand advocates.

Customer service should be a priority for every business but being able to deliver beyond that is what helps gain loyal customers and set your business apart from your competitors. The approach suggested in this webinar recommends understanding what it takes to make and keep those long-lasting relationships.

The most successful customer relationships start with successful employee relationships. This is why it’s essential to pay close attention to the people in your company and those you hire because they will ultimately be the ones who will represent your brand.

According to Gallup’s State of the American Workforce Report, companies with engaged employees outperform those without by up to 202%. To engage your existing employees Carla suggests these three ideas:

#1 Education:

Teach your employees about the customer journey and how their interactions at each one of these stages will shape the foundations of the customer experience. Make sure they focus on building long term customer relationships rather than short term transactions and provide them the necessary tools to help create fantastic experiences that will keep your customers coming back.

#2 Empowerment:

Empowering your employees means giving each one of your employees the authority and autonomy to make decisions about specific organizational tasks. By doing this, you will help encourage stronger job performance and job satisfaction.

Here are five ways you can empower your employees:

  • Hand out responsibilities
  • Make guidelines and best practices clear
  • Encourage communication
  • Offer individual and peer coaching
  • Allow opportunities for growth

#3 Activation

Employee activation is about encouraging employees to organically create and share content about topics they are interested in. Making sure the people who work for you feel appreciated and valued can help your company in return. If you make your employees feel valued, they will feel inspired and will help promote the company in return.

To get started implementing these ideas at your company follow these simple guidelines:

  • Evaluate the customer journey and asses what things are currently in place to ensure excellent customer relationships at your company.
  • Prioritize the places where this experience may need more attention.
  • Commit to delivering exceptional experiences and continuously improve how you educate, empower, and activate your customers.

If you are looking for more ideas to help improve your employee relationships, Allegra can help. Contact us to learn and ask about our promotional gifts for appreciation, personalized brochures and training manuals, or the recognition awards and certificates we offer. To listen to the full recording of this webinar series visit: https://allegrawebinars.com/

5 steps to retrieve inactive customers

Increasing sales is often associated with gaining newer customers, but customer acquisition statistics show it is much easier to sell to your existing clientele. It costs at least five times more to gain a new customer than it does to sell to an existing one.
5 steps to retrieve active customers

 

 

 

Looking at your existing clients, segment them into active and inactive clients. To be able to make a clear distinction between the two types of customers, it’s necessary to figure out what is the average lifecycle of an active client. The lifecycle of a customer will depend on the types of products or services you offer.

Before you count out the inactives as part of your company’s natural churn percentages, try these five steps to re-engage them.

  1. Define who those inactive customers are. Once you have this list, there will be additional segmentation you will be able to do. If you have collected information about what they purchased from you, you can group them by product. This will help you tailor a meaningful approach to re-engage them.
  2. Determine why they left. A good way to find out why a customer has stopped or paused their buying is with a survey or a phone call. Some companies start these phone conversations by saying they are part of quality control program and would like to find out how the products are working out or are calling to update their existing contact information.  Whatever approach you choose, the important thing is to be able to reconnect and find out if you can address their reason for leaving.
  3. Set up a contact strategy. Once you have reached out, you should be able to determine which of these customers is open to being engaged again. You can add them to your monthly mailing lists for printed communications, text messaging strategy, or even a personalized message tailored specifically for them.
  4. Develop a “win back” offer. There are many different offers you can test when it comes to winning back your inactive customers  . For example; offer exclusive discounts for returning customers or provide a free trial for a newer product. If you have segmented the group of inactive customers by products purchased, you can conduct A and B testing with your offers and to each group offer something different. This will allow you to see which offers perform the best.
  5. Take care of your newly re-engaged customers. Now that you have gained the attention of some of your inactive customers, it’s time to focus on their needs. Use different strategies to show them you are grateful for their time and business and always deliver a positive customer experience. Some companies use personalized postcards to thank clients for their business. Others use loyalty programs that accumulate points and offer rewards every time the customer makes a purchase.

Find out more about reviving inactive customers by contacting Allegra Marketing Print Mail. Allegra offers a variety of business services to help your company grow. Together we can establish strategies that support your business goals. Contact your local Allegra location to discuss the options available to step up customer loyalty, retention, and re-engagement programs!

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.

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.