127 Radio RoadCoRona, Ca 92879

AllegraCorona.com

MAILED

FRO

M ZIP CODE 92878

PRSRT STDU.S. POSTAGE

PAIDZAP COLOR

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

127 Radio RoadCoRona, Ca 92879

AllegraCorona.com

MAILED

FRO

M ZIP CODE 92878

PRSRT STDU.S. POSTAGE

PAIDZAP COLOR