127 Radio RoadCoRona, Ca 92879
AllegraCorona.com
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FRO
M ZIP CODE 92878
PRSRT STDU.S. POSTAGE
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Business Building Boardroom Briefing
Are You A Business Owner/Operator Frustrated By Cut-Throat Competition, Rock-Bottom Profit Margins, Increasing Equipment,
Material and Labor Costs As Well As Unreasonable Client Expectations And Shorter Deadlines?LIVE - In Corona & rIVErsIdE
Usually $295, you can attend for
FREE, just register online now
at the URL below!
REGISTER NOW FOR THE NEXT BOARDROOM BRIEFINGwww.ExponentialPrograms.com/business/boardroom
• A fun, interactive and engaging format that will educate you as well as entertain you• More than 320 colourful slides of LOCAL business case studies, examples and
marketing campaigns• Condensed and distilled into one 3-hour session so you can apply the concepts in
your business right away• Covers all 4 dimensions of Exponential Marketing that will squeeze everything
possible from your (small) marketing budget
WHO SHOulD ATTEND:• Small business owners who want to grow their business using tried and tested
strategies that don’t cost an arm and a leg.• Owner-operators who are tired of working longer hours for the same or lesser results. • Young start-up entrepreneurs who want to avoid costly mistakes. • Marketing managers who want a fresh look and a new source of ideas - that work.
YOu’ll lEARN HOW TO:• Obtain a lot more (higher quality) leads at a (much) lower cost• Get others to grow your business for free• Produce great results that you can systematically re-create over and over
and over again• Hide all your best strategies so your competitors can’t copy you
Generously sponsored By:
“Marc Used Exponential Marketing strategies To Grow His Company 3 Times Faster, With double The Industry sales Per Employee and Twice The Profitability — Without Employing a single salesperson!”
dr Marc dussault x Exponential Growth strategist x Mentor x speaker x authorYOuR FAcIlITATOR FOR THE EvENING
TUEsday 6 May 2014 1-4PM x WEdnEsday 28 May 2014 1-4PM
2014 03 29 v1 AAG Boardroom Briefing Ad - Corona - 8x10.indd 1 3/29/14 1:47 PM
AllegraCorona.com
9 Surefire Ways to Gain and Retain Email Prospects
Email is getting the green light from marketers in 2014.
According to a survey conducted late last year, 52% of
companies planned to increase their email marketing spend.
Respondents named increasing subscriber engagement
(44%), improving targeting (36%) and growing their opt-in
list (31%) as their top priorities.1
“Email continues to be a main marketing driver for small
businesses, and it’s evolving to work in tandem with newer
mobile and social technologies,” says Ron Cates, Director of
Digital Marketing Education at Constant Contact, a leading
provider of email services. “Today, email serves as the starting
point and connection to social, mobile and a variety of other
marketing platforms.”
Driving Performance
02
Direct Mail’s Power Six-PackDigital tools and technologies, like QR codes and personalized
landing pages for response, elevate a simple print project to a
can’t-miss, easy-to-respond-to piece that is well within reach of
small business marketers and nonprofits. “It’s exciting when you
think in terms of print ‘and’ rather than print ‘or,’” says Smith.
Here are Smith’s “pick six” characteristics of direct mail that
make it a powerhouse, and as part of a multi-channel campaign,
can help to drive more sales or donations, enhance customer
relationships and deliver long-term return on your investment:
1. List availability and reach | The ability to target by
geography, interests, specific demographics and lifestyle
characteristics gives personalized and relevant messaging
laser-sharp focus for improved response. Alternatively,
no-list mailing to a defined geographic area is an
affordable, fast and effective strategy for local businesses.
(See page 5.)
2. Low nuisance/low threat | “There are some products that
are just better presented through mail,” says Smith. “Some
websites can be hard to navigate, and there is some fear
with digital privacy. It doesn’t mean we are going to stop
shopping online. We’re just more aware.” Smith advises
all marketers to have email in their arsenal for nurturing
relationships and special promotions, recognizing that
there can be suspicion among customers and prospects
who have a preference for physical mail.
3. Physicality | Research firm Millward Brown studied how
the brain responds to physical and virtual stimuli. “The
research revealed that engagement with a physical piece
shows more brain activity than with digital views,” says
Smith, “suggesting that physical material is more ‘real’ to
the brain and involves more emotionally vivid memories.
It’s important how people feel about your brand and it
helps with recall and should help with motivation.”
4. Higher response rates | Physicality, says Smith, may
positively influence the effectiveness of the call to action.
In its 2012 Channel Preference Study, ExactTarget
reports that 65% of consumers made a purchase as a
result of a marketing message received through direct
mail. The same study found more than 60% of U.S. and
Canadian respondents agree they enjoy getting postal
mail from brands about new products.
5. Flexibility of format | Mail is highly adaptable to your
audience and campaign objectives. “There is so much
range in telling your story in print,” says Smith. “Digital
messages can sometimes look sterile. A mail piece
supports long and short content, and different paper
textures, inks and finishes all work to make the emotional
connection that is so powerful.”
6. Long shelf life | A tangible piece that can be set
aside and picked up later or passed on is appealing in
households and businesses, Smith says. “Yes, you can
forward an email. But days or weeks later, that’s history.
There’s another email right behind the one you just got.” n
4Epsilon, Q2 2013 Email Trends and Benchmarks
“You really need a well-rounded way of reaching out to make sure you penetrate your
entire market and get the response that you’re looking for; direct mail is a large piece
of it,” says Beth Smith, creator and educational director of the DMA Direct Marketing
Institute. “It’s a lot easier to change someone’s opinion, done through advertising, than
it is their behavior, so direct marketers have a tough job.” How are they getting it
done? Direct mail dominates among local advertisers, garnering over 43% of total
retail advertising in 2012, according to BIA/Kelsey’s 2013 Media Ad View Plus
Forecast. The Winterberry Group’s forecast for data-driven marketing spending
shows direct mail accounting for nearly one-third of direct and digital spending in
2014, the largest spend of any U.S. direct marketing channel. (See chart.) “The
concept of ‘if you build a better mousetrap, the world will beat a path to your door’
has been debunked,” says Smith. “Rarely can you just wait around for people to find
you. The reality is you might have a product or service that your prospects don’t
understand or even know that they should be searching for it. We have to push our
message out into the marketplace, too. The best campaigns are anchored by strong
push activities.” (Learn more about how to elevate your email marketing on page 2
and video strategies on page 10.)
U.S. Digital Spending 2014 $140.7 Billion
Direct Mail32%
Teleservices29%
Search16%
Display Ads
15%
Win
terb
erry
Gro
up A
nnua
l Out
look
20
14
Other Digital5%
Insert Media1% Other
2%
AllegraCorona.com
Just as with direct mail, it’s all about the list. And maintaining an
up-to-date email list requires a steady effort. Subscribers regularly
change their email addresses or unsubscribe for various reasons.
For retailers, some estimate that up to 20% of subscribers will
drop off a typical email database every year.2
So, what’s a smart marketer to do to gain or retain email list
opt-ins? Cates offers a few recommendations:
Start with social media. Your pages on Facebook, Twitter,
Pinterest or Google+ and other social media channels all offer
opportunities to grow your email list:
Run a campaign. Exclusive offers are great ways to
attract new fans and generate business results while
growing your database.
Promote free content. Entice social media users to share
their email addresses by offering them access to white
papers or videos or other content at no charge.
Add a Join My Mailing List tab to your social media
pages. You can then share content such as an
e-newsletter on all of your networks for greater visibility.
Other tips, applicable everywhere. Your quest for new email
subscribers should not, of course, be limited to social media.
Cates adds these ideas:
Place a paper sign-up sheet in your lobby or on your
sales counter. This simple tool continues to be one of
the most effective ways for growing your list.
Feature a subscribe form on your website. With
it, you’ll collect email addresses from prospects
coming to your site via search, as well as current
customers.
Collect email addresses whenever you host
an event. Be sure to ask for this information
at registration or sign-in.
Promote a deal such as a coupon or
discount. Collect contact information from
people when they register for or redeem
your offer.
The best way to retain email prospects? Cates advises:
Remain relevant. Ask yourself, “Would my readers thank
me for this email?” This is the standard your content
should meet, before you hit the send button.
Evaluate your efforts regularly. Take an inventory of
which tactics are actually working and what you could
be doing differently to improve your overall results.
Make the effort; it’s worth it!
“The continued importance of email illustrates the fact that a
successful marketing strategy isn’t an ‘either/or’ between email
and other marketing channels,” concludes Cates. “Rather, the
focus needs to be on how best to incorporate all of the marketing
tools available.
“For example, email becomes a good channel on which to share
your marketing campaigns targeting other platforms. So, if
you’re running a special offer on your Facebook page, be sure
to also let your email subscribers know about it. Each mobile
or social marketing platform gives email a new chance to flex
its muscles.” n
1
2
3
4
5
6
7
8
9
1 StrongView “2014 Marketing Trends Survey” conducted November 18-27, 2013
2 “7 Email Tips for Ecommerce Merchants in 2014,” Carolyn Nye, January 21, 2014, practicalecommerce.com
ISSUE 01 | 2014 03
AllegraCorona.com AllegraCorona.comISSUE 01 | 2014 07
elcome to the age of “big data,” brought to you by the
digital revolution.
“Big data” loosely defines all of the ways in which
businesses and organizations are now able to collect,
store, analyze and leverage digital information about
their customers and prospects to bring more dollars
to the bottom line.
6 reasons why mail rocks a multi-channel campaign
Forward March!
igital did not kill the direct marketing star — a.k.a. mail — as some might have
predicted a few short years ago. Recent research reports indicate that direct
mail is experiencing a resurgence among marketers as a go-to channel for
driving response – the primary objective of direct marketing.
There’s no denying its strengths. According to the Direct Marketing
Association, direct mail remains competitive with digital channels in its cost
per order or lead, and response rates for direct mail are 30 times higher than
those for email.1 At most turns, marketers are being reminded that people
like print.
Consider:
• 70% of Americans, including 69% of 18- to 24-year-olds, say
they prefer to read print and paper communications than reading
off a screen.2
• 61% of Canadians made an in-store purchase within six months of
receiving an ad in the mail, compared to 34% by email and 30% on
a website.3
Still, any one channel can’t do it all. Teamed with today’s digital strategies and
each playing to its strengths, a multi-channel campaign delivers the strongest
performance.
1DMA Response Rate Report, Statistical Fact Book, 20132TwoSides3Canada Post Direct Mail Omnibus, 2013
D
Just as with direct mail, it’s all about the list. And maintaining an
up-to-date email list requires a steady effort. Subscribers regularly
change their email addresses or unsubscribe for various reasons.
For retailers, some estimate that up to 20% of subscribers will
drop off a typical email database every year.2
So, what’s a smart marketer to do to gain or retain email list
opt-ins? Cates offers a few recommendations:
Start with social media. Your pages on Facebook, Twitter,
Pinterest or Google+ and other social media channels all offer
opportunities to grow your email list:
Run a campaign. Exclusive offers are great ways to
attract new fans and generate business results while
growing your database.
Promote free content. Entice social media users to share
their email addresses by offering them access to white
papers or videos or other content at no charge.
Add a Join My Mailing List tab to your social media
pages. You can then share content such as an
e-newsletter on all of your networks for greater visibility.
Other tips, applicable everywhere. Your quest for new email
subscribers should not, of course, be limited to social media.
Cates adds these ideas:
Place a paper sign-up sheet in your lobby or on your
sales counter. This simple tool continues to be one of
the most effective ways for growing your list.
Feature a subscribe form on your website. With
it, you’ll collect email addresses from prospects
coming to your site via search, as well as current
customers.
Collect email addresses whenever you host
an event. Be sure to ask for this information
at registration or sign-in.
Promote a deal such as a coupon or
discount. Collect contact information from
people when they register for or redeem
your offer.
The best way to retain email prospects? Cates advises:
Remain relevant. Ask yourself, “Would my readers thank
me for this email?” This is the standard your content
should meet, before you hit the send button.
Evaluate your efforts regularly. Take an inventory of
which tactics are actually working and what you could
be doing differently to improve your overall results.
Make the effort; it’s worth it!
“The continued importance of email illustrates the fact that a
successful marketing strategy isn’t an ‘either/or’ between email
and other marketing channels,” concludes Cates. “Rather, the
focus needs to be on how best to incorporate all of the marketing
tools available.
“For example, email becomes a good channel on which to share
your marketing campaigns targeting other platforms. So, if
you’re running a special offer on your Facebook page, be sure
to also let your email subscribers know about it. Each mobile
or social marketing platform gives email a new chance to flex
its muscles.” n
1
2
3
4
5
6
7
8
9
1 StrongView “2014 Marketing Trends Survey” conducted November 18-27, 2013
2 “7 Email Tips for Ecommerce Merchants in 2014,” Carolyn Nye, January 21, 2014, practicalecommerce.com
ISSUE 01 | 2014 03
AllegraCorona.com AllegraCorona.comISSUE 01 | 2014 07
elcome to the age of “big data,” brought to you by the
digital revolution.
“Big data” loosely defines all of the ways in which
businesses and organizations are now able to collect,
store, analyze and leverage digital information about
their customers and prospects to bring more dollars
to the bottom line.
6 reasons why mail rocks a multi-channel campaign
Forward March!
igital did not kill the direct marketing star — a.k.a. mail — as some might have
predicted a few short years ago. Recent research reports indicate that direct
mail is experiencing a resurgence among marketers as a go-to channel for
driving response – the primary objective of direct marketing.
There’s no denying its strengths. According to the Direct Marketing
Association, direct mail remains competitive with digital channels in its cost
per order or lead, and response rates for direct mail are 30 times higher than
those for email.1 At most turns, marketers are being reminded that people
like print.
Consider:
• 70% of Americans, including 69% of 18- to 24-year-olds, say
they prefer to read print and paper communications than reading
off a screen.2
• 61% of Canadians made an in-store purchase within six months of
receiving an ad in the mail, compared to 34% by email and 30% on
a website.3
Still, any one channel can’t do it all. Teamed with today’s digital strategies and
each playing to its strengths, a multi-channel campaign delivers the strongest
performance.
1DMA Response Rate Report, Statistical Fact Book, 20132TwoSides3Canada Post Direct Mail Omnibus, 2013
D
AllegraCorona.com
9 Surefire Ways to Gain and Retain Email Prospects
Email is getting the green light from marketers in 2014.
According to a survey conducted late last year, 52% of
companies planned to increase their email marketing spend.
Respondents named increasing subscriber engagement
(44%), improving targeting (36%) and growing their opt-in
list (31%) as their top priorities.1
“Email continues to be a main marketing driver for small
businesses, and it’s evolving to work in tandem with newer
mobile and social technologies,” says Ron Cates, Director of
Digital Marketing Education at Constant Contact, a leading
provider of email services. “Today, email serves as the starting
point and connection to social, mobile and a variety of other
marketing platforms.”
Driving Performance
02
Direct Mail’s Power Six-PackDigital tools and technologies, like QR codes and personalized
landing pages for response, elevate a simple print project to a
can’t-miss, easy-to-respond-to piece that is well within reach of
small business marketers and nonprofits. “It’s exciting when you
think in terms of print ‘and’ rather than print ‘or,’” says Smith.
Here are Smith’s “pick six” characteristics of direct mail that
make it a powerhouse, and as part of a multi-channel campaign,
can help to drive more sales or donations, enhance customer
relationships and deliver long-term return on your investment:
1. List availability and reach | The ability to target by
geography, interests, specific demographics and lifestyle
characteristics gives personalized and relevant messaging
laser-sharp focus for improved response. Alternatively,
no-list mailing to a defined geographic area is an
affordable, fast and effective strategy for local businesses.
(See page 5.)
2. Low nuisance/low threat | “There are some products that
are just better presented through mail,” says Smith. “Some
websites can be hard to navigate, and there is some fear
with digital privacy. It doesn’t mean we are going to stop
shopping online. We’re just more aware.” Smith advises
all marketers to have email in their arsenal for nurturing
relationships and special promotions, recognizing that
there can be suspicion among customers and prospects
who have a preference for physical mail.
3. Physicality | Research firm Millward Brown studied how
the brain responds to physical and virtual stimuli. “The
research revealed that engagement with a physical piece
shows more brain activity than with digital views,” says
Smith, “suggesting that physical material is more ‘real’ to
the brain and involves more emotionally vivid memories.
It’s important how people feel about your brand and it
helps with recall and should help with motivation.”
4. Higher response rates | Physicality, says Smith, may
positively influence the effectiveness of the call to action.
In its 2012 Channel Preference Study, ExactTarget
reports that 65% of consumers made a purchase as a
result of a marketing message received through direct
mail. The same study found more than 60% of U.S. and
Canadian respondents agree they enjoy getting postal
mail from brands about new products.
5. Flexibility of format | Mail is highly adaptable to your
audience and campaign objectives. “There is so much
range in telling your story in print,” says Smith. “Digital
messages can sometimes look sterile. A mail piece
supports long and short content, and different paper
textures, inks and finishes all work to make the emotional
connection that is so powerful.”
6. Long shelf life | A tangible piece that can be set
aside and picked up later or passed on is appealing in
households and businesses, Smith says. “Yes, you can
forward an email. But days or weeks later, that’s history.
There’s another email right behind the one you just got.” n
4Epsilon, Q2 2013 Email Trends and Benchmarks
“You really need a well-rounded way of reaching out to make sure you penetrate your
entire market and get the response that you’re looking for; direct mail is a large piece
of it,” says Beth Smith, creator and educational director of the DMA Direct Marketing
Institute. “It’s a lot easier to change someone’s opinion, done through advertising, than
it is their behavior, so direct marketers have a tough job.” How are they getting it
done? Direct mail dominates among local advertisers, garnering over 43% of total
retail advertising in 2012, according to BIA/Kelsey’s 2013 Media Ad View Plus
Forecast. The Winterberry Group’s forecast for data-driven marketing spending
shows direct mail accounting for nearly one-third of direct and digital spending in
2014, the largest spend of any U.S. direct marketing channel. (See chart.) “The
concept of ‘if you build a better mousetrap, the world will beat a path to your door’
has been debunked,” says Smith. “Rarely can you just wait around for people to find
you. The reality is you might have a product or service that your prospects don’t
understand or even know that they should be searching for it. We have to push our
message out into the marketplace, too. The best campaigns are anchored by strong
push activities.” (Learn more about how to elevate your email marketing on page 2
and video strategies on page 10.)
U.S. Digital Spending 2014 $140.7 Billion
Direct Mail32%
Teleservices29%
Search16%
Display Ads
15%
Win
terb
erry
Gro
up A
nnua
l Out
look
20
14
Other Digital5%
Insert Media1% Other
2%
AllegraCorona.com
Business Building Boardroom Briefing
Are You A Business Owner/Operator Frustrated By Cut-Throat Competition, Rock-Bottom Profit Margins, Increasing Equipment,
Material and Labor Costs As Well As Unreasonable Client Expectations And Shorter Deadlines?LIVE - In Corona & rIVErsIdE
Usually $295, you can attend for
FREE, just register online now
at the URL below!
REGISTER NOW FOR THE NEXT BOARDROOM BRIEFINGwww.ExponentialPrograms.com/business/boardroom
• A fun, interactive and engaging format that will educate you as well as entertain you• More than 320 colourful slides of LOCAL business case studies, examples and
marketing campaigns• Condensed and distilled into one 3-hour session so you can apply the concepts in
your business right away• Covers all 4 dimensions of Exponential Marketing that will squeeze everything
possible from your (small) marketing budget
WHO SHOulD ATTEND:• Small business owners who want to grow their business using tried and tested
strategies that don’t cost an arm and a leg.• Owner-operators who are tired of working longer hours for the same or lesser results. • Young start-up entrepreneurs who want to avoid costly mistakes. • Marketing managers who want a fresh look and a new source of ideas - that work.
YOu’ll lEARN HOW TO:• Obtain a lot more (higher quality) leads at a (much) lower cost• Get others to grow your business for free• Produce great results that you can systematically re-create over and over
and over again• Hide all your best strategies so your competitors can’t copy you
Generously sponsored By:
“Marc Used Exponential Marketing strategies To Grow His Company 3 Times Faster, With double The Industry sales Per Employee and Twice The Profitability — Without Employing a single salesperson!”
dr Marc dussault x Exponential Growth strategist x Mentor x speaker x authorYOuR FAcIlITATOR FOR THE EvENING
TUEsday 6 May 2014 1-4PM x WEdnEsday 28 May 2014 1-4PM
2014 03 29 v1 AAG Boardroom Briefing Ad - Corona - 8x10.indd 1 3/29/14 1:47 PM