White Papers

“How to Improve Marketing Program Efficiency in Challenging Times”

The current, tough business climate is no time to stop or curtail your marketing. It’s long been proven that those who are the most active in down times are rewarded with greater market share. Now more than ever, it’s essential to be a strategic marketer and make every dollar count. Following are tips to improve marketing effectiveness while minimizing your costs.

“Direct Mail Essentials: How to Improve Your Response and Generate More Business”

Direct mail is one of the most productive marketing communications vehicles in the world. It allows infinite variety of formats and messages; you can find mailing lists in almost any consumer or business category; and it’s a personal, powerful medium that is ideal for persuasive selling.

“Sales Recovery: How to Win (and Keep) Today’s Careful Customer”

Have things really changed? The correct and short answer is “yes.” This should come as no surprise to any of us. The very nature of commerce across industries has evolved over the past decade, and the more recent economic upheaval also has made its mark…churning out a new breed of buyers. When you blend a diminishing pool of human resources and shrinking budgets with heightened competition and market uncertainty, the result is a broad-based shift in organizational attitudes about spending.

“Five Marketing Must-Haves for Today’s Small and Mid-sized Business”

Making decisions about marketing investments can be frustrating, because there are so many options available. Which marketing tools are most important? What tactics will give you the most bang for the buck? The answer to these questions depends a lot on your situation, your target audience and how they buy; not to mention your relative strengths as a marketer. But getting to the basics, there are a handful of key tools and marketing activities that every small to medium company should have. Let’s review them in turn.

“Cross-Channel Marketing”

Audiences today are bombarded by between 3,000 and 5,000 marketing messages per day. Cutting through this clutter to achieve your marketing objective requires a well thought out and integrated strategy to get the right message, to the right person, at the right time using a mixture of channels designed to capture attention, reinforce messaging, begin an interactive relationship with the respondent and facilitate and track response.

“Cross-Media Marketing”

Today’s small business owners and managers have a universal challenge when it comes to marketing their business: With all of the new media choices available, how do I know which ones will effectively attract, maintain and enhance customer relationships? This guide explains how measurable marketing results are achieved by a growing number of small and mid-sized businesses in a variety of different industries and markets.

“Where to Get Marketing Planning Information”

Before you begin planning a new marketing communications activity or campaign, you will need to: 1) build a market profile that includes your customer or prospect “universe,” and 2) define your media options. Failing to clearly define your target markets will limit your opportunities for successfully delivering your marketing messages to your key audiences. The following is a closer look at potential data sources.

“Web Marketing: 5 Ways to Maximize Your Online Strategies”

What is the best way to create a new website or upgrade an existing one? How do you select a domain name or increase your chances that a search engine will direct viewers to your site? Once you’ve attracted visitors, how can you entice them to stay longer and learn more about you? And, what are the advantages of local listings, and can pay-per-click advertising work for you? The answers to these questions will help determine your success in Web marketing. In this guide, we’ll address them one by one.

“Allegra SEO Checklist”

Whether you already have a website or you’re looking to build a new one, use this checklist to ensure your site generates maximum results.

Top 30 Website Design “Do’s” & “Don’ts” Tip Sheet

As the Internet matures, user habits, likes and dislikes are becoming known and documented. Here is a list of “Do’s” and “Don’ts” for Web design.

“Trade Show & Event Marketing: What to do before you go”

Trade shows and other events are an excellent opportunity to make sales, build relationships and collect qualified leads.

“Trade Show & Event Marketing: Choosing Promo Products”

Promotional products are memorable and effective … one of the few forms of advertising that people say they feel good about getting!

“Trade Show & Event Marketing: Choosing a Display”

There are many display options available today. How do you choose the one that’s right for you? Answer the questions inside to find out.

“Trade Show & Event Marketing: During and After the Event”

You’re on your way! You’ve set your event goals and all of your staff shouldknow what it’s going to take to achieve them. Simply showing up and settingup won’t do. Here are some tips for what to do while you are at the event –and what to do once you get home – to maximize your participation..

“15 Marketing Must-Haves for Professional Service Companies”

As a professional services provider, you know that your firm needs a constant flow of patrons in order to be successful. And in today’s tough economic climate, you can’t just depend on new clients to find your company. You have to take the initiative to actively attract new clients and retain current ones, too.

Effective marketing programs are now more important than ever for all professional service companies. But you may not feel fully qualified to start making ever more complex marketing decisions. This guide was developed to help you get your marketing efforts off on the right foot.

“Professional Services Marketing Case Studies”

As a provider of professional services, your day is spent taking great care of your clients. Sometimes, that means you have little time left over at the end of the day to take care of your own business … and bring in new clients. The good news is there are tested and proven tactics to attract new business – and keep your company thriving. Find out what they are, and how to use them, in these two examples of strategic marketing campaigns in the financial and legal fields.

“Marketing Communications Audit for Nonprofits”

This planning document is intended to help nonprofit organizations conduct an audit of your current marketing communications, as well as your goals for the year. Sit down with the decision makers in your organization and review these questions. Once completed, you should have the information needed to create a comprehensive marketing plan. If you need additional assistance, work with a marketing services provider, like Allegra, to help you put together a strategic plan that will drive results.

“Non-profit Marketing Case Studies”

As a nonprofit organization, your day is spent taking great care of your donors and supporters. Sometimes, that means you have little time left over at the end of the day to take care of your own organization … and bring in new donors or supporters. The good news is there are tested and proven marketing tactics to keep your organization thriving and doing its great works.