Make Your Brand Impossible to Resist with Fascination

 

	Are you captivating your audience with your marketing? The art of fascination will draw in your prospects and customers and get them intensely focused on you. But how do you fascinate your audience? You use one of these seven languages of fascination. 1. Innovation Innovation is the language of creativity. When you create something new, you are challenging assumptions and helping people to think in new ways. Think outside the box and be bold! 2. Relationship Relationship marketing draws us in, helping us to become emotionally connected to the brand and connecting us to something bigger than ourselves. Think “expressive, optimistic, sensory, warm and social” in your marketing. 3. Power Market with authority and confidence. When your brand uses the Power language, it is “assertive, goal-oriented, decisive, purposeful and opinionated.” Think competitive and strong beliefs that tote your product above the others. 4. Prestige Prestige is the language of excellence, exclusivity, achievement, and value. Prestige is when your brand communicates being “better” rather than just good. People want to wear your logo on their shirts or purse. People want others to see their car, shirt, device, etc. and think higher of them because of it. 5. Trust Trust touts stability and is all about building a strong business name that everyone recognizes. Trust is the store that you know you can trust to match prices or let you return something without a headache. Think “stable, dependable, familiar, comforting, and predictable.” 6. Mystique Mystique is the language of listening. This brand knows “when to talk, and when to be quiet.” It provokes questions to be asked, and it’s somewhat mysterious. Companies reveal information a little at a time rather than all at once. Mystique brands are “observant, calculated, private, curiosity provoking, and substantive.” You only hear from these brands in a calculated way to spark interest. 7. Alert Alert is the language of details. These brands create a sense of urgency, forcing consumers to act. If you use the Alert language, you don’t just use details, “you revel in them.” Typically, this type of advertising uses the “unless you act now...” method, you will lose your opportunity to buy this. It prompts action because people are afraid to wait. No matter what language your company uses, these different languages of fascination will help your company expand how you reach your customers. How do you want to be perceived? Once you know that, you can choose which language style to use. Maybe this is the fresh start you’ve been looking for.

How to Create Direct Mail that Appeals to Customers

 

Even as the world of business and marketing goes more and more virtual, direct mail continues to be an effective form of marketing to potential and current customers. However, many companies know that direct mail is still a great way to market their products or services, which means you are competing with them for attention in customers’ mailboxes. So how can you create direct mail items that will appeal to your customers and make them more likely to remember your business and take further action? Here are a few ideas:

• Make it stand out: As soon as the customer or potential customer who receives your direct mail opens their mailbox, you want your mail to be the thing that stands out from the rest of the items in their mailbox. Custom envelope printing with eye-catching designs or unusual aesthetic features can keep your mail from blending in, and make the recipient more excited to open it up and see what’s inside.

• Include a coupon or special offer: If your potential customer opens their mailbox and pulls out an item from you that has a message telling them there is a special offer or coupon inside, their curiosity will be piqued, and they will be more likely to open that piece of mail. Even better, if the coupon or special offer contained inside is one that they are interested in using, they are likely to set the mail on their counter or tack it to their refrigerator, meaning they will see your brand repeatedly, reinforcing your company in their memory.

• Include something functional: If your direct mail item is mainly intended to inform your customer of some type of news, or to let them know your business is opening in the area, they may just read the mail and then throw it out, and quickly forget your brand and your message. But if you include something functional with the mail, such as a small notepad for writing their grocery lists on, they will appreciate receiving something that is useful to them, and you will also be at the front of their minds when they look at the notepad featuring your company logo at the top.

• Include something informational: Similar to including something functional, including something informational can help the recipient attach positive feelings towards your company. If your company sells outdoor equipment, include an informational sheet on how people can stay safe while enjoying the outdoors. If your company provides home maintenance or repair services, give the recipient a calendar showing them the various preventive maintenance tasks they should be doing around their house each month. The recipient of that mail is likely to keep the helpful information that you gave them, and because it has your logo on it, they will remember to call your company when they are ready to buy your products or enlist your services.

From utilizing creative envelope printing and including special offers to providing items that are functional or informational, there are many ways to make your direct mail stand out from the competitors while also making your company memorable for potential and current customers. Direct mail is not a thing of the past, even as marketing becomes more digital, so get creative with your direct mail items!

How to Revolutionize Your Company’s Business Cards

 Of all the printed marketing materials out there, the business card is surely the most ubiquitous one. Nearly everyone carries a business card, whether it is for the business that they own, the company that they are a salesperson for, or even the restaurant that wants to give people a quick and simple way to save their contact information. With so many business cards being passed around for so many different purposes, it is important that your business card stands out, otherwise it will blend in and be forgotten.

Allegra offers several business card printing solutions to help your business revolutionize your business cards. Read on to see how QR codes and double-sided printing can make yours stand out:

• QR codes for business cards: A lot of things became touch-free during the COVID-19 pandemic, and QR codes saw a huge uptick in use. By allowing someone to simply pull out their phone, open their camera or QR app and snap a picture that then takes them to the desired web page, service and communication become faster and more convenient.

Business cards should not only contain important and helpful information, but they should also be attractive. Sometimes the amount of information that we want to convey won’t fit on a traditionally sized business card, or if it will, it will make for a very cluttered card that is not appealing to the eye. A QR code removes this problem, allowing large amounts of information to be shared with the simple snap of a smartphone camera.

QR codes remove the need for manually entering a name and phone number into a phone contact log, which could result in mistakes, and they also eliminate the need to type out a URL. This is especially helpful for companies who have a longer URL, or who have a URL that contains unusual spellings of words.

You can even track leads using a QR code by having UTM tracking parameters associated with the code that tell you how many times your company’s site has been visited by way of that specific QR code. Such a small, simple code offers so many benefits and advantages!

• Double-sided business cards: Traditional business cards have typically been printed on just one side. This leaves an entire side of unused real estate that can serve a number of purposes. If your restaurant is handing out business cards with your address and contact information on them, the other side can be used for a coupon to entice people to visit, business hours to let people know when to come see you, or specials such as happy hour.

Sales professionals can use the other side of their business card to provide quick tidbits about why customers should work with them while small business owners can showcase one or two product or service images. Rather than trying to fit a lot of information onto one side of the card, it can be spread out when the other side of the business card is utilized.

These are just two of the many ways that Allegra can help your organization revolutionize your business cards. Contact us for all of your business card printing needs, from the initial graphic design to choosing the card materials and shape and then printing them.

Give Your Direct Mail the Edge in 2022

 Marrying direct mail with digital marketing campaigns can better achieve your ideal results.

There’s so much mail and so little time to read it – so how do you stand out in a busy mailbox? Studies show that direct mail continues to deliver results, even in the face of growing digital options for marketing.   

The hard numbers tell the story: a study by the Data & Marketing Association showed that response rates for direct mail are at about 9%, which far eclipses response rates for emails. On top of that, more than 42% of direct mail recipients read or at least scan the mail they receive. 

Marrying direct mail with digital marketing campaigns can better achieve your ideal results. In fact, more than 60% of marketers say they use online tracking capabilities to better measure responses to their direct mail campaigns.   

So how can you go the extra mile and really ensure that your next mail piece delivers your message? Here’s a few tips to keep in mind: 

• Postcards are more popular than ever, and it’s easy to see why. A postcard is smaller, with less words – meaning it’s faster to read over quickly and understand the message you’re sending. A bright graphic and a call to action to visit your website or in-person location can help drive strong response rates. 
• QR codes have made a comeback, especially as part of a multichannel effort. Including a QR code is a quick, easy way for you to immediately drive the eyes of customers to your website, or even to a special online offer exclusive for your specific campaign.
• Eco-friendly trends are easier than ever to take advantage of. Whether you use recycled paper for your mailers or just include a “recycle me!” message on your postcard, it’s easy to show that your company is having a positive impact on the environment.  
• Variable-data printing makes it simple and easy to quickly personalize your mail pieces. You can create a one-to-one campaign with specific imagery and content relevant to each individual on your list – which in turn drives stronger response rates and better engagement with your brand. 
• Go dimensional: To really make an impact, trade your envelope or postcard for a mailing tube or small box and include a logoed item that coordinates with your campaign. According to the Advertising Specialty Institute, 85% of consumers remember the advertiser who gave them a promotional product.  

Smart marketers know that a great direct mail piece starts way before putting the stamp on an envelope. When you’re ready to plan out your next direct mail campaign, whether on its own or as part of a larger multichannel effort, contact Allegra to set up a consultation!

Is marketing a sixth sense?

 Engage donors and increase donations by appealing to all of their senses.

When you want to appeal to donors, it requires proper consideration and time to think about the kind of campaigns that will generate the largest contributions to your healthcare facility. With proper planning and the right list of attendees, your fundraising event can raise thousands – or, in some cases, hundreds of thousands – that can go towards medical research, facility expansions and equipment that can save lives.

While you already know that fundraising is critical, keep in mind how the most successful events appeal to all five senses.

• Smell. When an attendee walks into a room, what is the first thing that comes to mind? Is it comfort? Hunger? A childhood memory? Amplify this experience by developing décor to set the mood and enhance how your guests breathe in your event.
• Sight. Looking around the room, are people able to understand what they are contributing towards? Is there information to tell a story? Do your signs show how funds will be invested?
• Sound. How will your evening be remembered? Will it be an emotional appeal from a survivor? An orchestra of strong and talented individuals? Toasts that highlight large donors or even videos that combine both voice and music to tell an impactful story? Control the narrative of the evening by thinking about everything they will hear.
• Touch. While it’s easy to cut back on expenses to try to increase the profit behind these events, touch is something that appeals to the majority, so don’t cut too many corners. Think about name cards, napkins, tablecloths and even any literature that you are going to distribute – what does it say about your facility? Will they leave feeling like they are contributing to a worthy endeavor?
• Taste. It’s tempting to try to control all of the elements of the evening, from the menu down to the bartenders. Though it’s important to have a handle on things, it’s also important to remember that you won’t decide what everyone decides to eat. Keep in mind that it’s only one piece of the overall equation of your event.

Finally, let’s talk about the sixth sense: marketing. Some people have the natural ability to orchestrate and envision an entire event. Whether you’re already a marketing visionary or if you need a bit of guidance, we’re here to help. Contact us today to help make your vision a reality at your next event.