Since opening its doors in 1997, when owners Gasper Lipari and Dave Knox merged their print shops, many new channels have opened to business communicators that go far beyond printing and copying. “It’s fair to say Allegra has kept pace by successfully evolving from a printing-only company to a full-service marketing communications provider,” says Knox.

To grow their business further, Allegra owners Lipari and Knox recently completed a rigorous marketing certification program that included advanced training in marketing planning, database procurement and management, and the development and execution of cross-media tactics. Allegra’s goal is to become the areas leading one-stop resource for small to mid-sized businesses and nonprofits looking for real results from their marketing plans.

“Today’s successful marketers recognize that they need to be more thoughtful and strategic than ever,” adds Lipari. “Over the years, our clients have asked us to play an expanded role, telling us that a single source for planning, design and production services would be valuable to them.” Allegra has even developed an innovative program called Brand Builder; a process that helps clients develop a blueprint for success.

Transforming into a marketing resource for area businesses and nonprofits is not the first time Allegra has expanded services to meet client demand. In 2009, it enhanced its printing capabilities with the addition of blueprinting services to assist clients requiring the printing and archiving of large-scale documents like architectural drawings, landscape designs, site plans and more. In 2011, Allegra expanded its capabilities yet again by adding an eco-friendly wide format printer used for posters, signs, banners and vehicle wraps.

Allegra, now with 2 locations in Hamilton, is a full-service marketing communications provider with added support from its National Marketing Resource Center. Capabilities include in-house offset and digital printing technologies, web marketing, blueprinting, promotional products, signs, posters and banners, graphic design, mailing services, marketing planning and project consulting.

One of the top direct mail mistakes is not making a specific offer (or request) and expecting the recipient to figure out what you want them to do.

The job of your offer is to motivate the respondent to take action. Without a compelling reason to respond, your target is most likely going to do nothing. A great offer has high perceived value to the prospect. This does not necessarily mean it costs you much to give, but that your target thinks it’s valuable. Of course, any offer should also be simple, easy to explain and quickly understood.

Here are 15 surefire offers:

1. FREE information – This is the most common offer when trying to get sales leads in the business-to-business world. Free information can be in the form of a helpful guide, white paper or case study.

2. FREE demonstration – This is important for complex products like business equipment.

3. FREE trial – This is a common offer for higher-priced merchandise and many services, both for businesses and consumers.

4. FREE cost estimate – A good offer for many professional services such as contractors.

5. FREE sample – Depending on the product, the offer of a free sample can be compelling, particularly when it is coupled with something else, such as free information.

6. FREE survey of your needs – Also called an “audit offer,” this is often used with success by service companies.

7. FREE gift – This can be an effective offer to drive traffic to retailers or consumer service businesses.

8. Rebate after purchase – This offer is common, usually for consumer products.

9. Seasonal sale – This offer is limited to a special event or time period, usually a season or holiday (White Sale, Fourth of July, Mother’s Day, Father’s Day, etc.).

10. Customer appreciation sale – These are special deals for past and current customers only.

11. Two-for-one – This offer communicates “value.”

12. Time limit – Setting a time limit on any offer is good practice because it forces action now.

13. Introductory pricing – This offer promotes a discounted price for acting fast.

14. Volume discounts – This offer makes it a good deal for people to buy more than they had planned. “Save 50 percent when you buy all five!”

15. Trade-in – An example of a trade-in offer would be: “We’ll give you $50 off your computer monitor when you trade in your old one.”

Three ways to ensure a more successful email campaign.

Ask yourself:

• Does your reader recognize you? Eighty percent of people will decide to read your email by what you have put in the “from” name and subject line.
• Are you saying something relevant? The better you understand your customers, the greater the chance you’ll deliver a message that motivates them.
• Is the email content “share ready?” Be sure to include a forward-to-a-friend button. If applicable, also link it to your entries on social media like Facebook, LinkedIn, and Twitter.

Email lists: Make them better, but not necessarily bigger.

It’s much better to build a smaller list that brings you opens, clicks, forwards and shares than a huge list with little engagement. Engagement is the best way to measure success and build online reputation. The more engaged your readership, the higher the performance of your effort.

Just remember that you are building an opt-in list, which means a person must give their permission before being added. Be able to be found … be everywhere!

• Ask for an email address when interacting with clients.
• If clients frequently come into your business, print out a colour copy of your newsletter and frame it in your lobby. Show customers exactly what they are signing up to receive.
• Collect emails at events and meetings.
• Have a Join our Email List button in your email signature and on your web site.

More bang for your bucks: Re-purposing email campaigns.

The easiest way to re-purpose your email content is to archive it. Take past editions of your e-newsletters and post them on your website. As a bonus, this regular addition of new, relevant content will help drive up your site’s SEO ranking.

“Providing community support is an important goal at Allegra” says Vice President Gasper Lipari, “and the FootPRINT Fund was created to provide a means of helping local organizations receive assistance in an area that may not be addressed by other funding sources.”

Celebrating its 15th year in business this year, Allegra launched the FootPRINT Fund as part of its Community Care Campaign, a North American wide effort supported by the company’s franchise headquarters, Allegra Network. The FootPRINT Fund was developed to help unite and strengthen local communities by assisting eligible nonprofit organizations and associations in building their awareness and increasing local support. Dozens of local nonprofit organizations, such as Temple Anshe Sholom, Special Olympics, Dundas Museum and Archives, Saltfleet Figure Skating, Mountain Kidz, and Catholic Family Services to name a few, have benefited over the years by applying to FootPRINT Fund and receiving assistance on terrific projects.

“The real payoff is when organizations give us feedback on the positive results projects, funded by FootPRINT, have achieved,” adds Lipari.

To be considered for a FootPRINT Fund award, nonprofit groups, associations and charitable organizations with a main office or branch in the Greater Hamilton area must submit a completed application. The deadline to apply is February 15. Further information and application forms may be downloaded from the Community Page.

Award recipients are selected by a review panel and awards based on how the services will be used to further the organization’s goals including service expansion, program enhancement and maximization of existing resources, as well as the organization’s history of innovation and resourcefulness.

“This program is a way for us to make a difference in our community, one step at a time. At Allegra, we feel that it is extremely important to reach out to those in need and help our local organizations and associations leave their ‘footprints’ in the community,” added Lipari, who owns Allegra along with partner Dave Knox, “Since opening in 1997, we have provided in-kind services to several area not-for-profit businesses and organizations. FootPRINT has become an instrumental vehicle allowing us to focus these charitable efforts.”

Most organizations were forced to take a hard look at their employee compensation and benefits packages this past year. And, scaling back on employee recognition programs does make economic sense when budgets are stretched thin.

However, it’s not an “all or nothing” proposition. Small indulgences can register big satisfaction when you want employees to be actively engaged in the long-term health of your organization. Non-monetary incentives work!

Research shows companies with high employee morale are:

• 56% more likely to have higher-than-average customer loyalty

• 50% more likely to have lower turnover

• 38% more likely to have above-average productivity

• 27% more likely to report higher profitability

What can you do to boost morale and retain invested, valuable employees?

• Employee newsletter – Don’t rely on the grapevine to deliver organizational updates. A company newsletter gives you a regular and “official” medium to distribute vital company information.

• Employee handbook – A professional environment inspires professional attitudes. Do the same issues surface repeatedly? Best to lay out company policy in an employee handbook.

• Business cards/logo apparel – At minimum, all employees should have business cards. Those who interact with customers and the public may best represent your business in logo apparel and feel more like part of the team.

Many marketing experts struggle with the concept of on-site conversion. After executing on a well developed marketing plan, and generating traffic to a landing page or website, the next step is to turn your prospects into customers. Improving your online conversion rate can be accomplished in a number of ways.

Generate targeted traffic.
An important strategy for enhancing on site conversions begins even before you make changes to your website or webpage. Attracting the right people to your website is paramount for increasing conversions at a lower cost. Begin by evaluating your lead sources and determine the alignment of your prospects with your product.

One way to accumulate this information is with a survey that pops-up or pops-under as browsers leave your site. Often times, reducing or retargeting spend to the segments that perform the best can have a very positive impact on ROI.

You can also determine what traffic is best aligned with your market by carefully analyzing your Google Adwords campaigns. With the proper conversion tracking in place, it’s easy to determine which keywords are generating sales, versus clicks alone. Focus on expanding your top converting keywords and driving truly interested prospects to your landing page.

Improving landing page performance.
Once you’ve begun to attract the right prospects, you need to focus on converting them. The fastest way to improve conversion is through testing various landing pages. If you have the technology to rotate landing pages, testing multiple pages within a fixed amount of time, then you can learn quickly what page has the highest conversion rate. If you are limited to testing one page at a time, run each landing page for a week and measure the results. Your data won’t be as accurate but can certainly send you down the right path.

Another method for improving on-site conversions is with the help of an automated touch program. With this technique, you can use an auto-responder that gives individuals an opportunity to reconnect with your business. One example would be an abandoned shopping cart campaign. If users begin the purchase process (and have given you their email) but fail to complete the process, an auto-responder can be used to send and email message within minutes or hours, inviting them back to complete the purchase. You can use email best practices to enhance conversion, and touch individuals numerous times to move them through the purchase decision process.

In addition to targeting those who have started a purchase, you can also use an auto-responder for those who sign up for valuable information from your website. Perhaps they sign up for your newsletter, free lessons, or whitepaper. Once an individual has registered, the auto responder goes to work, sending appropriate emails at set intervals. The result is communication with a prospect that was previously unavailable to you. Work on improving conversion of your automated touch program by testing creative and timing of messages.

Using the techniques of better targeting, improving landing page conversion rates, and auto-responders can significantly enhance the performance of your online marketing campaigns. Plan your programs carefully and measure performance along the way, making appropriate enhancements. Over time, your results become automatic!

*Michael Fleischner is an Internet marketing expert and the president of MarketingScoop.com, the Internet’s biggest source of marketing information and free marketing resources. He has more than 12 years of marketing experience and has appeared on The TODAY Show, Bloomberg Radio, and other major media. Improve Search Engine Rankings with Michael’s latest ebook, The Webmaster’s Book of Secrets.

Today, consumers are overwhelmed with choices, and distractions. The cost of attracting users to your website continues to increase and keeping them engaged is more important than ever.

Engagement doesn’t end with an individual browser reading content or clicking on an ad. Rather, engagement is an ongoing process that results in loyal customers who come back again and again, becoming more vested in your web site.

How can you make sure you’re engaging and keeping customers?

In order to create a loyal following, there are some basic principles you need to consider. From first impressions to life-long membership, put yourself in the shoes of your browsers and make their experience a valuable one.

1. Reduce Clutter. How many times have you visited a website only to be overwhelmed and confused? What is this site about you may have asked yourself. Or perhaps you found yourself asking, “Where is the information I’m looking for?” Don’t ask your browsers or potential customers to figure this out. Make your site clutter free and create a visual priority that emphasizes the information, resources, or actions your browsers want. By reducing obstacles you build trust among new web site visitors and allow for simple decision making – which benefits everyone.
2. Make Navigation Intuitive. There are many ways to navigate a web page but intuition rules the day. Don’t try to get fancy with your navigation or overuse java script. Basic navigation that follows current convention is the best way to lead individuals through your web site to the information they’re looking for.
3. Make The Initial Site Interaction Relevant. When a browser reaches your web site, you have less than seven seconds to get them engaged. Making your initial site interaction relevant to what individuals are looking for is essential for keeping them interacting long term.If you are promoting your web site with Google Adwords, or any pay per click advertising for that matter, be sure to create customer landing pages that are truly relevant to the individual who clicks-through your ad. Once you’ve established relevancy, you can move them deeper into your content, tools, and resources.
4. Ensure That Your Content Is Up-to-date. Web site content that isn’t up to date does not serve your audience and browsers are likely to move on. One way to ensure that information is timely is by providing a feed of relevant news or information. If including static text on your web pages, try not to include specific dates. However, if you must publish dates, be sure to update this information on a regular basis.
5. Start An Interaction With Your Users. Each time a browser views your web page, you have an opportunity to interact with them. Don’t let this opportunity pass you by. One great way to interact is to offer something of value at no cost. This can be a white paper, access to an exclusive list, or simply a 30 day free trial. Be sure to capture an individual’s valid email address and include them on your mailing list. An auto-responder is best if you wish to engage these individuals on an ongoing basis.
6. Provide Plenty Of Support. Don’t hesitate to offer support right from your home page. Prominently display your 800 number, support email address, and additional information for your prospects and customers such as mailing address. This information is viewed favorably by search engines and also creates a sense of legitimacy. Contact information builds trust among prospects and elicits interest in your company.
7. Make Sharing Easy. Once you’ve made your web site easy to use, don’t hesitate to offer browsers the ability to share your web site with others. This can be in the form of a simple widget that allows users to bookmark your page, subscribe to an Rss feed, or submit your content to popular news sites like Digg.com.Individuals are much more likely to visit a web site based on a friend’s recommendation versus some other type of marketing initiative. Leverage the power of viral marketing with easy sharing tools.

Your web site can be your greatest asset. Unfortunately, many marketers and website owners are so focused on increasing traffic that they lose site of the audience that’s already visiting their web pages but are simply not converting.

Don’t make the same mistake. Improve the quality of you site through relevant content that is up-to-date and easy to find. Once you’ve engaged users, encourage them to share. Doing so will make your site perform better, increase conversions, and deliver value for all involved.

Michael Fleischner is an Internet marketing expert and the President of MarketingScoop.com. He has more than 12 years of marketing experience and had appeared on The TODAY Show, Bloomberg Radio, and other major media. Visit MarketingScoop.com for further details and more marketing articles including tips on how to improve search engine rankings for your web site.

Every company on the tradeshow floor has a few things in common. They all want to capture attendee interest, and lure them into the booth with the new, the exciting, the irresistible. They’re all facing similar challenges: short attention spans, myriad shows, and increased competition from every corner of the globe. However, there’s one extra special way that savvy exhibitors can differentiate themselves from their competitors.

The company that has the best understanding of their target audience — their wants, needs, problems, and challenges — has the ultimate advantage in the exhibiting forum. It is these companies that take the time to learn about their customers — and more importantly, their customer’s customers — that succeed on the show floor and beyond.

Since the marketplace changes so rapidly, this is crucial. For the first time in recent memory, there are four active generations engaged in the commercial sphere. This is a radical change which means a lot to your customers — and of course, to you.

In previous years, buying power was concentrated within a narrow range of years: the vast majority of commercial behavior took place within a forty year span, beginning as one graduated high school and grinding to a halt upon entering retirement. In this environment, a mass market, one-size-fits-all visibility strategy worked fairly effectively.

Those days are gone. Today’s consumer can be a member of one of at least four generations, beginning with the pre-pubescent teens and extending right up to the infamous baby boomers. Companies are targeting themselves to six year olds and seventy six year olds: obviously each requires a different approach from them, and ultimately, from you. It’s important to remember that not only are end customers member of these generations, but that attendees are divided among these four generations.

If your marketing prowess has you experienced in marketing to one given group, it’s critical to take a step back and reassess your strategies. Techniques and strategies that will appeal to one group will quickly turn another group off. It’s essential that you know both who you’re trying to reach and what the best way is to connect with them.

Here’s a snapshot of each of the four groups and what you need to know to position yourself appropriately:

1. Millenials: The youngest attendees on the show floor, Millenials were born after 1977. Incredibly media savvy and skeptical, Millenials take almost nothing on faith. You have to prove yourself to them — and you need to do it quickly. More than any other generation, Millenials expect an environment of instant, verifiable information. This group responds well to short, focused presentations, heavy on the benefits, short on the sales fluff. Educational presentations, seminars, and speakers who offer real value will draw Millenials. At the same time, brand loyalty is almost unheard of among this group. If you want to create a lasting relationship, it will be one where you constantly have to bring your game to the table. Proving and reproving yourself as the best choice for any given transaction is the name of the game.
2. Generation X: Gen Xers were born between 1965 and 1976. After a lifetime of being disappointed by media stars, public figures, and personal heros, Gen Xers have learned to rely on no one but themselves. They expect to work hard for what they have — and they expect you to work hard for them. Expect to spend more time developing a relationship with Gen Xers. You’re encountering a mindset that initially distrusts most things, but is willing to work with you to reach mutually agreeable points. Personal connection is important to Gen Xers. They like to be recognized as individuals, and place great emphasis on forming connections with colleagues and peers. This is where your individual staffers really have to shine: if they don’t ‘click’ with the Gen X attendee, you’re going to lose the sale.
3. Baby Boomers: What hasn’t already been written about the Baby Boomers? This self-obsessed generation has examined itself ad infinitum, and in the end declared itself pretty darn good. Idealistic and self-motivated, Boomers have a strong passion for career and individual advancement. Appeal to Boomers with benefits-focused presentations that frame the material in terms of how it will improve individual lives. Boomers like to view things in context — where do your products and services fit into the larger picture? Present the Boomer with the answer to that question, and you’ll carry the day.
4. Traditionals: Traditionals are slowly disappearing from the tradeshow floor. Many have entered retirement, or are seriously contemplating doing so. Born before the end of WWII, Traditionals value the success of the team over the individual. Self-sacrificing and hard working, Traditionals respond well to authoritarian figures who explain “The Best Way” or “The Ideal Solution” to any challenge.

One more generation has a definite presence on the show floor, even though you’re unlikely to see them wondering the aisles, just yet. They’re too busy enjoying recess and studying for fourth grade exams. This is the burgeoning “Tween” market. Defined loosely as the years between 8-12, Tweens command incredible spending power in the nation.

If you’re marketing your products/services to attendees who serve this market, it would be very smart to make yourself familiar with this dynamic, ever-changing segment. Keep in mind that while Tweens have a great deal of disposable income, at the end of the day it’s their parent’s money paying for the purchases. Close contact to your customers and by extension, their customers, will help you walk that fine line that can ultimately lead to profitability.

The wide range of ages and viewpoints in the marketplace today is unlike anything previously experienced. Savvy exhibitors make themselves familiar with the generations most interested in their products and services and do everything possible to present themselves appropriately. Are you ready? Let’s hope so: none of the four generations outlined above, much less the Tween market, are known for their patience!

About the Author
Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007). http://www.thetradeshowcoach.com & http://www.richesinniches.com

• 67 percent cited praise and commendation from their immediate manager.
• 63 percent named attention from leaders.
• 62 percent wanted opportunities to lead projects or task forces.

The data underscores workers’ desire to feel valued, have their well-being be taken seriously, and be given opportunities for career advancement and growth. At a time when organizations need leaders and employees to be fully engaged and ready to go the extra mile, motivation is taking a hit, according to another McKinsey survey. The poll showed:

• 13 percent of respondents reported that managers are praising their subordinates less often.
• 20 percent said that opportunities to lead projects or task forces were fewer.
• 26 percent said leadership attention had diminished.

As some industries begin their comeback to profitability, financial incentive programs, like bonuses, are returning. Using a combination of both financial and frequent nonfinancial incentives to motivate and reward key players will have the most impact – short and long term.

For employee incentive, reward and communications programs, talk to the experts at Allegra.

Situation Overview:
Company seeking to generate more sales leads from prospecting efforts. Currently spending marketing budget on print advertisements, mass mailings based on geography and online pay-per-click advertising. Limited tracking has been done to measure effectiveness of these campaigns.

Marketing Recommendation:
To generate more qualified leads, the recommendation is to use a multi-piece, personalized direct mail campaign, including a high-impact envelope package and more targeted lists.

Lists targeted to pre-qualified insurance buyers: business list compiled by annual sales, industry and location; consumer list based on age, income, home ownership and geographical
parameters.

Mailings personalized to reflect each agent’s specialty – no generic, mass mailings. Series of three direct mail pieces delivered to 300-500 prospects per each of 12 agents (3,600-6,000 pieces per mailing). Campaign to run 90-150 days.

• Mailing #1: Postcard with personalized text and images to reflect each agent’s specialty.
• Mailing #2: Envelope package including a personalized letter from agent and a tri-fold brochure.
• Mailing #3: Oversized postcard with variable text and images.

All mailings will include an informational offer for a free white paper and invitation to a free educational seminar. Response channels will include telephone number, fax, business reply card, and personalized URL (PURL) to respond online.

Follow-up email campaign – Send follow-up email to prospects who supplied email address. Re-affirm message. Offer a second white paper.

Measurement:
By securing a higher-quality mailing list and delivering more relevant and targeted messages, the quality of leads should
improve. Metrics used to evaluate effectiveness, improve performance and measure ROI include:

• New leads generated by mailings
• Response rates to individualized campaigns
• Number of meetings scheduled (tracked by agents)
• Number of new buyers (tracked by agents)
• Response and click-through rate on PURLs
• Seminar attendance
• White paper downloads and requests

Contact the marketing pros at Allegra when you’re ready for new growth strategies.