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.

Sign up for the webinar today.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 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.

Five Tips to Help Prospects Find You, and Keep Them Coming Back for More

Inbound MarketingBusinesses have been hearing about inbound marketing since 2006 when Hubspot coined the term. In contrast to outbound marketing strategies such as advertising or direct mail used to interrupt prospects to grab their attention, inbound marketing focuses on tactics that earn it.

How are businesses earning the attention of their prospects? Earning attention from prospects is a four-stage process:

  1. The first step is to create compelling content and personalized experiences to attract a steady stream of qualified people interested in your business.
  2. The second step is to convert people who visit your website or business. This step is about getting people to make their interest in your business known. On a website, every time a person submits a contact form, clicks on a specific call-to-action, or visits one of your targeted landing pages, it can be counted as a conversion.
  3. The third step is closing the deal and turning those interested prospects into customers.
  4. The fourth and final step is called delight, and it’s about keeping your customers engaged after they make a purchase. There are many ways to do this, for example, online surveys or royalty programs.

Driving people to your website is not enough. After prospects get there, you need to keep their attention, provide support, encourage them to take action, and help them connect with your business. The end goal of inbound marketing is to pay close attention to those interactions and create opportunities to connect with your audience.

To build compelling content, every business needs to have an in-depth understanding of its target customers. This is what marketers refer to as the process of creating a target persona, and you can do this by reviewing all the data you have about your customers, from website analytics to sale records.

After you have a clear understanding of who your audience is, you will be ready to get started making the necessary adjustments to strengthen your inbound marketing strategy:

  1. Claim your local listings. The way people find businesses now is primarily online. Make sure your company invests the necessary time to claim and manage your business’s website with online directories like Google My Business. It’s important to pay special attention to the accuracy and consistency of your listings to make sure prospects can easily find and reach your business.
  2. Make the most of your website. According to Clutch.co, two-thirds of small businesses rely on their website to connect with their customers. Keep your company’s website updated with relevant and useful content. Use multi-media content, like videos, blogs, how-to guides, infographics, case studies, and success stories to attract searchers and rank well on search engines.
  3.  Access your inner writer and blog. Companies who blog receive 97% more leads to their websites than companies that don’t, according to SevenAtoms. The best blogs are those that contain engaging and informational content that speaks to your target audience and answers their questions. Marketers who have prioritized blogging are 13 times more likely to enjoy a positive return on investment.
  4. Engage with social media. The relationship between social media and search engine rankings is not clear, but what most marketers have concluded with their research is that it does matter. In addition to helping with your website’s visibility, it’s essential to build a loyal fan base. More than half of businesses who have been using social media regularly for two or more years have been able to establish thought leadership. Sharing engaging content on social platforms, and quickly responding to customer concerns and feedback is a great way to start and keep the conversation going.
  5. Be exclusive with email. When all of your best efforts start to pay off in visitors, fans, followers, and downloads, integrate them with an outbound strategy, like email marketing. Continue to deliver relevant content and exclusive offers as new relationships with prospects develop and convert to sales.

Inbound marketing delivers solutions and opportunities to attract and convert prospects. Need help formulating or executing your inbound marketing strategies? Contact your local Allegra Marketing Print Mail location today!

Nurture Relationships With Newsletters

Newsletters continue to be one of the most effective and cost-efficient ways to reach customers, donors, supporters, and employees. Communication in the workplace, in particular, is cited as an issue by 91 percent of employees. While some of this accounts for verbal communication, written communication is also a critical element. Written communication does not include things like body language and tone, so it’s important to deliver a clear and concise message.

Flat design modern vector illustration concept of regularly distributed publication via e-mail with some topics of interest to its subscribers. Isolated on stylish color background.

Improve communication inside and outside of your organization with a custom newsletter. The best newsletters have a lot of elements in common. We’ve gathered that information here to help anyone who wants to learn how to create a newsletter.

Getting Started

Before you brainstorm newsletter ideas, you should commit to a few important guidelines. These three “rules” will help to ensure your newsletter is effective.

  1. Be Consistent With Your Newsletter Publishing

Inconsistency may be the most detrimental factor in losing your audience. When you determine your communication strategy, you will want to identify and adhere to your publishing goals. This is true, no matter the method of delivery. Consistent communication keeps readers engaged and your brand at the forefront of their minds.

  1. Determine Your Method of Delivery

Depending on your audience, you may want to publish and mail a physical newsletter, send an electronic one or a combination of the two methods. Understanding your target audience and the message you want to deliver will help you determine which method is best for you. You may find your audience may prefer to read a physical paper, more than an online publication.

  1. Choose a Layout Design and Style That Works for Your Brand

Newsletter design and layout are critical components. A newsletter used to promote a creative product or service may want to include more graphics and colors, whereas a company looking to highlight an official message may want to keep the design simple and in line with their corporate colors.

Newsletter Ideas

Once you have completed the three steps outlined above,  you can then begin thinking about the content and how you wish to present it. Deliver your content in a way that engages your audience. Below are a few newsletter content examples to help inspire your next newsletter:

  • Analysis and Opinions: Set yourself up as a leader in the industry. Become an expert and post regular, relevant content that establishes you and your organization as a thought leader. Be the go-to source for your area of expertise.
  • Case Studies: Highlight real examples of customers who have been successful with your product. Success stories provide a more tangible connection between you and your audience.
  • Testimonials: Reviews or testimonials are similar to case studies, but testimonials focus on the customer’s perspective and experience, which can be very influential. Having credible sources who can speak to your service, knowledge, or product can be very appealing to your readers.
  • Numbered Lists: Lists are easy to read; this is why they can draw in your audience. Not every newsletter has to be content heavy. It can be helpful to mix in fun, but relevant, blurbs and content from time-to-time. Top 10 (or 3 or 5) lists are a sure way to engage readers.
  • How To Guides: Like numbered lists, how-to guides are very popular. If you can incorporate a how-to guide into a newsletter, you can be confident your reader will read it. These types of guides can also help you to establish yourself as an expert.
  • Question and Answer: Whether you set this up as a Frequently Asked Question section or solicit questions from your readership and answer them in the next newsletter, this type of content can help you generate engagement.

When you successfully get readers to engage with a specific portion of your newsletter content, they are likely to read more of the content you are sending their way. Being intentional about what you cover and how it is visually laid out will directly impact the success of your newsletter

If your company is ready to leverage the benefit of adding a newsletter as part of their communication strategy, contact your local Allegra Marketing Print Mail location today.

How High-Impact Printing Techniques Can Help You Stand Out

Some people think digital advertising has replaced print marketing, but this is simply not true. Successful business owners know print and digital can go hand in hand. Each type of marketing has its own strengths and weaknesses; together, they make a winning team.

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Businesses are harnessing the power of print more than ever before. According to FedEx, professional printing services have helped four out of five small businesses stand out against their competitors. They also found business owners are handing out more business cards than they did five years ago. Along with brochures and banners, business cards are one of the most effective and affordable print materials available.

Almost 85% of consumers say they are more likely to shop at the business if they receive high-quality custom printed materials. The poll used to gather these statistics was conducted across a broad audience of age groups. It found that even Millennials like to receive something printed and tangible at least once a month.

While there has been significant growth in digital marketing, another survey found tangible direct mail has a 75% recall rate, whereas digital ads usually only have a 44% recall rate. This shows that print media continues to be a valuable resource, and is one of the reasons marketers everywhere are implementing a multi-channel approach that leverages the advantages of printed materials in combination with digital marketing.

No matter what type of marketing budget you have, print services can accommodate your business needs and marketing goals.

Small Budgets: If you are trying to reach your local audience, we recommend using brochures or postcards. This will give your customers reasons to visit your business and mention it to others. Use this strategy every quarter and support it with social media and online efforts to measure its success.

Medium Budgets: You should continue using promotional print materials such as postcards and brochures. You should also consider implementing other high-impact printed alternatives such as flyers, catalogs, multi-piece letter packages, or even lumpy mail. With a medium budget, you will be able to increase the number of your prints, the customization, and additional details. There are different textures, folds, types of paper, and even die cut finishes, you chose to give your print materials to help them stand out.

Larger Budgets: With a larger budget, you can develop a solid multichannel marketing strategy. Find out where your customers are and go to them. Participate in trade show events and other industry gatherings to give your business lots of exposure. Print materials and signs can help you promote, support, and make a significant impact at these events.

Connect all your digital efforts with your print materials. If you are offering seasonal discounts, make sure they are reflected on your website, emails, phone calls, mailings, and signage.

High impact printed materials positively reflect on a business. Consumers agree: Nine out of 10 say the quality of the printed materials they receive has a direct relation with the quality of the goods and services provided by a company.

Allegra Marketing Print Mail offers a variety of business printing services from business cards and brochures to training manuals and personalized printing. Together we can establish marketing strategies that support your business goals. Contact your local Allegra location to discuss the options available to step up your print marketing strategy!

 

Source: https://smallbiztrends.com/2018/05/print-marketing-statistics.html

 

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.