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Indianapolis Castleton Allegra's avatar

A Marketing Strategy to Implement Now – Build and Keep Your Momentum

Direct marketing is an investment of time and money. But employing it regularly can reap rewards by keeping your brand in front of your audience. Brand awareness is the first step toward making sales and an effective ROI. Once you’ve located new prospects, cultivated an in-house list, employed goals and strategies and chosen the right media channels, you need to continue to nurture your prospects and customers. To keep the conversation going Here are just a few ways you can keep the conversation going with prospects and customers alike: Triggered emails – birthday, anniversary, purchase Printed newsletters e-newsletters Monthly offer emails Invitations to “Like Us” on Facebook or “Follow us” on Twitter Holiday greeting cards Seasonal offers Loyalty programs Surveys Invitations to special events Sneak peeks of a new product or service To Improve Response Once you have someone’s attention, make sure the m ...

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Does Direct Mail Matter In the Digital Age?

Absolutely. Even in the digital age, direct mail works. Why? People like getting mail. Printed mail gives us something to touch, hold and read at our leisure. For most of us, going through the mail is still a daily ritual. But this is the digital age One of the beauties of digital technology is that it works with traditional mail to make a bigger impact. Take personalization and cross-channel campaigns for example: Personalization Digital printing and variable data technologies allow marketers to create direct mail campaigns that communicate on a one-to-one basis with prospects and customers. What you know about your audience, can help determine how you’re able to customize and personalize your message. Try customization for: • A recipient’s name or company name • Offers based on past purchases or other information you know about the recipient. • Personalized QR codes and URLs • Varied images based on a prospect’s age, gender or interests Cross-channel ...

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Avoid the Pitfalls of Difficult ‘Openability’ When Considering Options for Direct Mail

Direct mail marketers spend valuable resources developing creative pieces that appeal to their target markets. But even the cleverest designs can fail if they’re difficult to open. All the effort in crafting a meaningful message is wasted because the recipient gets frustrated, gives up and the piece ends up unread in the recycle bin.

This creates a real challenge in developing direct mail that’s easy to open and adheres to the U.S. Postal Service’s requirement that non-enveloped mail be sealed on all sides. In her article, “3 Tips to Deal with the Sticky Business of Direct Mail,” Pat Friesen, author of the best-selling Direct Marketing IQ report, “The Cross-Channel Copywriting Handbook,” makes suggestions on ways to exercise creativity while observing the Postal Service guidelines.

To avoid getting “stuck,” “openability” needs to be considered early in the creative process.

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Want More Leads and More Sales? Get Personal.

Direct mail has long been a mainstay for businesses when promoting a sale, product or special event. Even in today’s crowded market, it’s an effective and affordable method for sending targeted messages. And, taking that targeting up a notch by adding personalization is a surefire way to boost your response rates and overall results. According to CAP Ventures, nearly 30% of printed documents contain some type of variable information. Personalization is not a new technique, but due to advances in print technology, it has become an affordable option for driving leads and sales as well as loyalty. Personalization boosts response rates across all categories —sales, lead generation, lead nurturing, loyalty and fundraising – according to a recent Caslon report.   And personalization has benefits beyond response rates. Variable data printing (VDP), personalized URLs (PURLs) and QR codes help forge a connection with customers which, over time, can increase loyalty. Let’s take ...

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What's in Your Marketing?

You don’t have to be a label reader to know that the “ingredients” of a marketing piece make a difference in whether or not it’s successful in meeting your objectives. The industry standard indicates that the success of direct marketing lies with three components: who you send to, what you ask of them and how you ask them. These three ingredients are more commonly called the list, the offer and the creative. How do you make sure each ingredient works for you? Ingredient 1 — the list You wouldn’t bother selling snow shovels to residents of the Florida Keys nor would you send oil change coupons to mass transit users who don’t own cars. The list component of marketing means “knowing your audience” and targeting that audience. Commonly used lists include house lists of your own customers and prospects, or rented lists built from targeted geographic and demographic information. Please note that up to 60% of your return can be directly attributed to your lis ...

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Direct Mail Still Drives it Home

Question: Why would a digital powerhouse like Google embrace a non-digital tactic like direct mail in its marketing mix? Answer: Because Google is run by some very smart people, and they know that direct mail works to reach their target market. The advent of new digital marketing channels has led many marketers to declare that “direct is dead” as a medium. The truth is, while email response rates have declined sharply over the past six years, direct mail response rates are still holding strong (DMA Response Rate Report, 2012). Surprised? You’re not alone, given all the hype from the digital marketing corner. But consider this fact: Forty percent of consumers say they have tried a new business after receiving direct mail, and 73% say they prefer printed mailings over emails to learn about new products and services or offers from companies they know (International Communications Research Survey, 2012). Thanks to the latest digital printing technology, it’s easier than e ...

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No mailing list? No problem with Every Door Direct Mail®

Did you know that direct mail has huge potential to drive new customers to your door? In fact, for every dollar spent on direct (non-catalog) mail, the average return on investment is $15.40. (Source: Direct Marketing Association, The Power of Direct Marketing, 2011-2012) If you own a local business and are looking for new customers, direct mail absolutely must be in your marketing mix. And now, with Every Door Direct Mail® (EDDM) from the USPS, you can get into the game without the hassles of generating a mailing list. How Every Door Direct Mail® Works: Every Door Direct Mail is just like regular direct mail except it costs less and takes less time. Target your audience by neighborhood, ZIP Code, city or a radius extending from your location, then determine your message — maybe you want to announce a sale or send a coupon, or invite new customers to an open house? Work with us to design and print your mailing piece, and we’ll take care of the rest. You get: ·   & ...

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Banners, Posters and Signs for Big Impact

When was the last time a promotional piece made you stop and take notice? In a marketplace where people are bombarded with thousands of commercial messages every day, it is harder than ever to make heads turn. Full-color signs, posters and banners enlarge the possibilities for attention-grabbing marketing and promotional campaigns. Thanks to new digital color printing technology, more businesses and organizations can afford these high-impact tools. Banners, posters and signs, typically 18 inches by 24 inches in size or larger, are a great way to increase attention at the point of purchase, trade shows, meetings and events. They can help companies attract customers, increase sales and motivate a workforce. Nonprofit organizations are also using these items to increase support and attract volunteers at fundraisers and events. However, not all large print communications are created equal. It is best to consult with your print communications professional for recommendations on getting the most from your i ...

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Engaging Your Customer Base on Your Social Channels

Whether you are a social media fan or foe, there’s no denying it has altered the way in which people communicate. According to Google, 57 percent of people talk more online than they do in real life. A 2012 Social Habit Study by Edison shows nearly two-thirds of social networkers use social sites daily. Newer platforms like Pinterest and Google+ are gaining traction and attracting users that have more on their minds than socializing. Hubspot says any business that relies on a high volume of website traffic to increase sales should consider joining Pinterest, as research indicates that Pinterest is more effective at driving traffic compared to other social media sites, even Facebook. According to Bizrate Insights, 70 percent of users say they visit Pinterest to get inspiration on what to buy. And, Social Media Examiner’s 2012 Social Media Marketers Study indicates Google+ also might be one to watch with 67 percent of marketers planning to increase their activities on this channel. This would ...

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Have You Optimized Your Website for the Mobile User?

With the explosion of mobile technology, more and more business is being conducted on the go. According to recent research by Limelight Networks, 80 percent of smartphone or tablet owners who use their device for product research or purchase say they will abandon a mobile site due to a poor experience. Customers expect their mobile shopping experience to match their expectations of what occurs on a desktop computer. In the minds of consumers, there is no mobile Web – there’s only the Web. Google research in 2011 shows that after conducting a mobile search, 68 percent of users visited a business online or in person and 53 percent made a purchase. Yet only 33 percent of advertisers have a mobile website, says Google. It seems businesses have some catching up to do. And, the growth in mobile commerce isn’t coming only from smartphones. Tablets now drive 2 percent of all Web traffic in the U.S., says comScore, and half of all tablet owners have made a purchase on their tablet. A Canadian s ...

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