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ISSUE 02 2023 NEWS AND KNOWLEDGE FOR TODAY’S MARKETER TalkEtxopearnt DGiestcoMuynt SiUgnP!Me ToCdaallyUs AScetieoitn in MMAIRNKDEFTUINLG GQeut oate Register Test it Online Out SNhOopW! How to Create a DLoeItt’!s Psychology-Based SubsNcroibwe! Call-to-Action TriFalREE AIcncsFetrsaesnet Download RaeqDueemsto Today

Dear Fellow Marketer, The psychology of successful marketing is always evolving, with new tactics being explored to better appeal to a consumer’s senses. One of the simplest and most effective ways of staying at the forefront of their minds is through a call-to-action or (CTA). Of course, mastering such a critical component of marketing can be a psychological challenge in itself. How do you stay clear and concise without becoming trite or cliché? Without a good CTA, your audience may pass on the opportunity to buy your product, sign up for your services, or consider scheduling a call with your business. In this issue of Marketing Insider, we take on the challenge of what can make or break your CTA starting on page 6. By combining elements like repetition and compelling color, all while developing a sense of urgency, you can start to see stronger results. But marketing goes far beyond the CTA, and this issue delves into a variety of other topics for you to consider. On page 2, you can gain some insight into classic storytelling techniques that may lend themselves to you being able to better connect with your audience. And on page 4, we feature several important statistics about direct mail – so you can better deliver the story you’re trying to tell to your audience. Later, on page 10, you’ll be able to glean some tips on how you can create a customer-first marketing strategy. Knowing your customer is the first step to better marketing – you’ll be able to personalize your content and strategies in a way that makes your brand and business unforgettable for your audience. And there’s more – this issue features articles on our most popular sign types and how to best put them to use for your business, plus a look at how you can develop your marketing funnel to deliver sustainable lead generation over time! Be sure to let us know if there’s anything else we can do to help you and your business succeed, even if you’re just looking for a brainstorming partner before you launch your next campaign. Give us a call to set up a free consultation! Take care, Amber Amber Shah Owner Allegra North York, Toronto www.allegranorthyork.com

MARKETING MATH: PROMO PRODUCTS How much is a free T-shirt worth? E veryone loves free stuff – even when they don’t in bulk keeps the cost per shirt down. When you give have an immediate use for it, they’ll probably take it away free promotional shirts, your audience is going to because it’s free! And free shirts are among the best, most automatically assign the kind of monetary value to it that valuable items to have in your marketing mix. they would see at a clothing store. Think about how you can use some of these timeless You should also think about the marketing value a single promo items in your marketing plans. shirt can provide. ASI reports that the typical giveaway t-shirt is worn, on average, 4.32 The Advertising Specialty Institute reports 52% of participants times per month, and earns that at least 80 percent of consumers own given a promo item eventually 365 impressions every month at least one promotional shirt. People did business with that company. accordingly (with an impression like and will wear a piece of clothing Source: LJ Market Research being any time the shirt is seen). with a company’s branding on it – and So, to do some quick math – that branding can help ensure you remain top-of-mind assuming that the shirt is kept for a year, it can produce with your audience. In fact, a different study by LJ Market about 4,380 impressions for your brand in that time. Research found that 52 percent of participants given a promo item eventually did business with that company. But you’re not going to give away just one shirt – you’re more than likely going to order many in bulk. Let’s While we know that people like a free t-shirt, you may make a modest assumption and say that you ordered not realize that they’re also a powerful tool for customer 100 shirts. That translates to 438,000 impressions for acquisition. But they pack a powerful marketing punch! your branding over the course of a year, with just one giveaway item! Consider the perceived value of a shirt to your customers. The numbers don’t lie – promo t-shirts are an easy win Most people are used to spending $15-$20 on a shirt if for you and your brand. ■ not more. But they don’t think about how ordering shirts Contact us to get started on shirts or other promotional items for your company!

ISSUE 02 2023 Contents 06 SPOTLIGHT Train the Brain 6 Ways to ensure Your Call-to-Action Gets Results IN THIS ISSUE 02 T he Value of Storytelling Innovation Take inspiration from Disney to tell your company’s story. 04 D irect Mail Facts that You’ll Wish You Knew Sooner Statistics and trends that can help you put direct mail to better use. 05 Our Most Popular Sign Options: How and Where to Use Them Learn how you can successfully apply our signs and graphics in your business. 10 C reating a Customer-First Strategy Determine how you can best attract and retain customers to develop loyalty for your brand. 12 Build Your Funnel Gain insight into the key components for stronger, sustainable lead generation.

StTohreyVatlueelolif ng INNOVATION P erhaps one of the greatest storytellers in history, Stories that paint pictures Walt Disney was a master at perpetually innovating storylines. Whether it involved the details of the Walt Disney seemed to intuitively understand that stories wayfinding experience at one of the theme parks or a new have a strong chemical impact on our mind and affect approach to a movie plot, Walt knew the keys to creating how we behave. a consistent brand experience that emotionally connected with audiences of all ages. When we hear a story, even a short one, our brain takes notice. In a 2021 study, researchers tested the effect This year marks the 100th anniversary of The Walt Disney of listening to a story on children who were patients in Company. This is a wonderful time to see how successful a hospital. companies have taken the Disney storytelling lessons and brought them to life for their own organization in Researchers found that listening to a story increased the innovative ways. children’s oxytocin levels and decreased their cortisol. In other words, it made them feel happier and less stressed. The children even said they had lower levels of pain. 02

“There’s no innovation without failure.” Architects and designers have taken this to heart. We now Spanx founder Sara Blakely used her failures to learn, see healthcare interiors that incorporate story themes that grow, and see the upside in everything. This has led create imaginary spaces and help with wayfinding. Designers her to take her $500 investment and grow it into a for the West Campus of Texas Children’s Hospital transitioned company valued at $1.2 billion. It certainly helps that stark white rooms filled with medical equipment into playful, the company created a two-story wall decal in their child-friendly spaces. The key was beautiful murals that office telling the story of progress for every employee covered walls is areas such as pathology, radiology and (and visitor) to see. the emergency center and turned them into inviting underwater escapes. Stories that reinforce an innovation culture Stories that inspire Managing innovation and managing change go hand in When you combine innovation and storytelling, people want hand. The first enables the second. to know more. The very nature of curiosity opens them up to change by understanding the thinking behind an idea. They For audiences to welcome the change brought on by picture themselves in the same situation and see how they innovation, people need to get on board with the idea. can become part of the journey to reach the end result. The emotions and empathy that come from stories vary depending on the content. To create a culture of Technology company ABB is transforming industries to help innovation, stories need to motivate and reassure people. address the world’s energy challenges. This sounds like a lofty goal; however they skillfully share inspiring stories to reinforce An example of how this comes to life is the Go Boldly their commitment. For example, the brand’s ABB AbilityTM print campaign by Emerson. A digital industrial eMine print campaign extends a consistent message from manufacturing company, Emerson used this opportunity its digital platforms. Together, the cross-channel approach to accelerate its brand story by tapping into the inspires people to think differently about what’s possible for emotional side of its business. Through a series of print improving greenhouse gas emissions in the mining industry. ads that used strong images and powerful copy, the company set its vision of innovation to boldly create a Stories of progress healthier, safer, smarter and more sustainable world. We hear sayings such as, “fail fast,” “fail forward” and In the past, Emerson has supplemented its print campaign “there’s no innovation without failure.” But no one wants to with creative tactics such as fleet vehicle graphics, airport be the person who actually fails. column “wraps,” signage in parking areas on its campuses and inside office locations globally. Unless you’re Dr. Samuel West. Harness the power of storytelling Dr. West is the creator of the Museum of Failure – A traveling exhibit that uses powerful graphics and eclectic exhibits Stories don’t just entertain: they captivate, motivate, to provide visitors with a fascinating learning experience. and inform. A culture of storytelling improves how He also shares the message that while innovation is about you manage change and innovation both for your progress, it often includes failure. employees and your customers. n Carla Johnson is an Innovation Architect who speaks, writes, and thinks about how to help people become innovative thinkers. Learn more at www.carlajohnson.co. ISSUE 02 | 2023 03

A M A R K E T E R ’ S B E S T- K E P T S E C R E T Direct Mail Facts that You’ll Wish You Knew Sooner Today’s marketing landscape practically demands that you use a strong mix of both digital and traditional marketing channels. If you’re not already using direct mail in your strategies, here are a few facts that may change your mind: 72% of consumers read direct mail 39% of customers said they made a pieces immediately, or at least on the purchase as a result of receiving a direct same day they receive their mail.1 mail piece from a brand.2 Three-quarters of consumers say Postcards are the most frequently used type of direct mail, with more than half they’re overwhelmed by the number of digital ads they see daily – meaning direct 57% of professionals reporting mail can stand out that much more.2 they take advantage of the compact Six out of 10 consumers say they format.3 visit a brand’s website after receiving a Though only 39% of marketers piece of direct mail.2 use dimensional mail for direct mailers, a 53% of marketers said they used vast majority – 88% – think it’s the email marketing in tandem with a direct mail campaign to leverage both best at truly representing a brand’s image.3 traditional and digital channels.2 The Association of National Advertisers reports that direct mail campaigns using a standard letter-size envelope generated 112% ROI – a 19% improvement over email campaign ROI. 1 Hubspot 2SG360: The Future of Direct Mail research analysis report 2021 3 www.marketingcharts.com Ready to start taking advantage of all direct mail has to offer? Reach out to us today! We can help develop a campaign that delivers the results you’re looking for. 04

POSTERS: WALL GRAPHICS: The humble poster is a simple, Vinyl wall graphics are perfect for a number classic choice that remains popular of uses throughout your office. Use them in for its versatility. They’re great at employee spaces to showcase motivational events – and for promoting them, and inspirational messages, or in your too! In fact, posters are a great conference room to create a professional choice for when your business atmosphere for your clients that highlights needs to make an announcement your branding. You may also want to of any kind, whether about an consider having them in your front lobby to upcoming special event or sale, a develop an inviting environment for guests. new product launch or anything else that needs extra attention. CLINGS: Our Most Popular Static clings are the perfect option for Sign Options when you want to catch the attention of passers-by and stick instantly to windows. How and where to use them If you have a glass front in your store, use them to showcase new product releases L et’s face it: there are a lot of signage options available to or limited-time sales. Since they install and you and your business. Figuring out what’s going to work come down so quickly, you can change best for you can be tough! If you’re not sure where to start, them out as frequently as you’d like! here’s a list of our four most popular sign options and where you can best put them to use. DECALS: Have a company vehicle? Use vinyl decals on your car, truck or trailer. They can help create consistency across different types of vehicles, and they’ll turn each one into a mobile billboard that generates thousands of impressions for your business every day. Wraps and decals for your car won’t damage your vehicle’s finish and are great for making sure everyone is able to instantly identify your business. Inspired to put these signs to work? Give us a call to set up a time to talk about your unique needs! ISSUE 02 | 2023 05

6 Ways to Ensure Your Call-to-Action Gets Results A clear, concise and compelling call-to-action (CTA) is a critical component of a successful marketing strategy. Your CTA can exclusively make – or break – your B2B or B2C marketing campaigns. According to Semrush, a CTA encourages an audience to take deliberate action. Without the right CTA, your audience could unfortunately pass up the following opportunities: • Buy your products. • D ownload valuable content (e.g., thought leadership assets • Sign up for your services. such as white papers or beneficial case studies).  • Request a demo. • C onveniently request helpful sales • S chedule a call with a sales materials such as product catalogs representative or chat with or brochures. another member of your team. 06

This could spell disaster for your bottom line as you will miss quality leads and additional opportunities to promote and grow your business. The Psychology Behind a Strong Call-to-Action So, how can you tell if your CTA is connecting with your audience on a deeper level – to help generate conversions, elevate sales and propel growth? For many marketing teams, it is a no-brainer; just start with basic psychology. Your CTA (whether it’s a button, a link or an image) must appeal to the psyche of your prospective customers and encourage some type of action. The language could include any of the following and should clearly indicate what the reader can expect going forward: • Sign up now! • Learn more now! • Subscribe before it’s too late! • Download now! ISSUE 02 | 2023 07

Keep the following six steps top of mind so you can set on the website says “while supplies last,” they’ll feel up your marketing efforts for success: the need to act now – or miss out on the opportunity. For decades, this concept has been widely known by USE REPETITION. Your Brain Remembers marketing professionals as scarcity marketing. In recent years, it is commonly known as the fear of missing out Do you know the human brain automatically scans (FOMO). Whatever you choose to call it, time-sensitivity content for patterns and themes so it can understand continues to be an extremely effective motivator. information very quickly and effectively? It is true. Our brains are programmed to respond favorably to U SE COMPELLING COLOR. repetition. (Think of it as a type of muscle memory for Psychology Plays a Pivotal Role your brain.) When creating your CTA, it’s wise to choose a recurring phrase so your reader’s brain is ready to The use of color plays a key role in whether a potential successfully process the CTA. customer clicks on your CTA or not. Color is often a determining factor in who clicks and how quickly they Example: if you want to emphasize that your product or click. While women tend to favor soothing colors like service is high-quality and a great value, simply use those purple, blue and green, men gravitate towards black, words in the headline, in the main text and in your CTA. blue and green. So, when your reader moves to the final CTA, he or she will correlate the words high-quality and great value with Be mindful that colors should be aesthetically pleasing your product or service. and convey the appropriate message. Blue is recognized for building trust and security. Orange symbolizes energy CREATE A SENSE OF URGENCY! and happiness. Purple is often associated with luxury, Tells Your Brain to Act creativity and wisdom. Be wary of yellow as it can project a warning message. Potential customers are more likely to “buy now” if they think they cannot buy later. And if they see the item they’re looking for is almost out of stock or the language 08

If you’re looking for higher conversion rates, it’s essential that your customer clearly understands the value and “what’s in it for me.” THINK OF THE BENEFITS. M AKE IT EASY. Puts Things in the Right Frame of Mind Avoid Decision Paralysis If you’re looking for higher conversion rates, it’s essential While it’s best practice to have several touchpoints along that your customer clearly understands the value and the customer journey, no one likes to be inundated “what’s in it for me.” If they don’t, you could lose a sale with endless emails, phone calls or texts. Marketing is and potentially a long-term customer. Buyers aren’t a delicate balance between staying on your customer’s interested in all the little extras unless they can save mind without running the risk of annoying them. It’s them time, money or add value. Whatever it may be, always recommended to follow up a primary CTA with a include the value-add in your CTA. second one. AVOID RISK. Speaks to Emotions Remember, the more options you give someone, the more likely they are to feel overwhelmed. This Humans are naturally risk averse. When something seems phenomenon is what Psychology Today refers to as too good to be true, we know it probably is. Even if decision paralysis. It can trigger people’s procrastination the product or service you’re offering seems legitimate, tendencies or postpone action altogether. If you’re it’s in our nature to exercise caution. Recognize these sending multiple communications, some strategic truths and create content that helps minimize risks. Your planning is required. customers will thank you for it. Some of the language in your product offerings might include: Key Takeaways (Brainstorm Ways to Make Your CTAs Successful) • Free trial What is the difference between an ordinary CTA and • A money-back guarantee an extraordinary one? It all comes down to psychology. Knowing the precise psychology for either your B2B or • 30-day return policy (No questions asked.) B2C CTA can help you generate effective ones – and help garner better results! n You want your potential customers to think, “What do I have to lose? I’ll give it a try!” Need help with your marketing messaging? Contact us. We’ll be happy to brainstorm some ideas with you. ISSUE 02 | 2023 09

Creating a CUSTOMER-FIRST Strategy How you can add quality to the customer experience. 10

W hen marketing your business or organization, it’s and their pain points. Consider sending out a survey with easy to talk about yourselves – no one knows you that “Thank you for your business” email or use a direct better than you do, after all! But it’s just as easy to mail campaign to encourage your customers to provide get too consumed in your own story and forget that your valuable input. A simple postcard with a QR code that readers and your customers need value and a reason to links to an online feedback form can help you get the kind keep looking at your content. of personal information that can create a clearer image of your customers (and including something like a coupon It’s important to develop a customer-first marketing can help convince more of them to follow through). strategy that benefits both your brand and your audience. A customer-first strategy approaches marketing in a way PERSONALIZE. Once you have a good bit of that foresees the expectations of your audience so you can deliver an exceptional customer experience at every turn. customer data and have analyzed it to determine what It helps to nurture loyal, long-term relationships between kind of different segments of your audience you need you and your audience by ensuring that your service goes to appeal to, start personalizing your marketing any above and beyond typical customer expectations. way you can. Email and direct mail campaigns can be easily customized, allowing you to send out messaging So, how do you go about creating a customer-first to members of your audience that are looking for strategy? something specific. DEFINE YOUR GOALS. Consider what you and ADD VALUE. By creating an ongoing relationship your organization want to achieve now and in the future. with your audience through personalized marketing, You can’t create a plan that works for both you and your you can better anticipate their needs. Being aware of customers if you fail to align it with your business goals. their pain points will enable you to create content (such as Clearly-defined, measurable goals are always a great blogs, articles or whitepapers) that appeals to what they starting point when it comes to marketing. need and provides value that others can’t match. n KNOW YOUR AUDIENCE. Survey your audience Do you need graphics support for your online and offline channels? Give us a call; we can help! to help more clearly define your customers, their needs CUSTOMER SERVICE TIPS YOU CAN APPLY RIGHT AWAY A huge part of your brand’s image is the kind of customer say “it will be back in stock in a week.” This provides a service you provide. Good customer service interactions specific solution to an issue and anticipates a customer’s can improve your reputation and build a strong customer next thought. experience. Here’s a few tips to keep in mind to improve the quality of every interaction: 3 Pay attention to feedback. When multiple customers start saying the same thing – good or bad – take 1Be personable. Being polite and friendly goes a note! If you receive multiple complaints of the same long way. Customers that are looking to talk to a thing, make fixing that issue a company priority. Multiple representative are looking to interact with an actual person, compliments should similarly lead to prioritizing that not an automated machine. Being conversational and specific item or service. natural in your interactions can make a great impression. 4 Stay consistent. Aim to provide the same level of 2 Avoid negativity. Try to give responses in positive terms, patience and empathy to every customer you interact even when delivering bad news. For example, instead of with, regardless of how difficult the issue is. Your interactions saying “we don’t have that in stock,” instead should also stay in line with your company’s brand voice. ISSUE 02 | 2023 11

BUILD on the postcard to then go to your website and sign up for an e-newsletter, or follow you on social media. And then a FUYNOUNREL percentage of those people end up converting into a sale for your business. Key components to stronger lead generation That’s a simple example, and more than likely your business will want to be using multiple channels that work together to M aintaining a healthy, consistent sales pipeline for build your brand and drive lead generation. your company is crucial for the long-term success of your business. If that pipeline is starting to run dry, consider There are multiple stages to every funnel, no matter what taking a look at your lead generation strategies. Good channel or blend of channels you’re using. Think about how lead-gen campaigns can help you reach your sales goals. you can achieve your goal at every stage: It’s about knowing your customers’ journey through your marketing channels as they go from being simply aware of 1 Awareness your brand to becoming regular purchasers or consumers of your product or service. To capture the widest possible audience for your funnel, How does it work? A marketing funnel can be many things, you need to cast a wide net. A mix of flyers, direct mail but it generally looks like this: Let’s say you have 500 people and online ads is a great way to start. Make sure your print you send a piece of direct mail to. From there, a percentage marketing has referral codes or a QR code to send these of those mail recipients would use the QR code you included leads to a landing page! 2 Interest Once your target audience is aware of your business, keep their interest piqued by serving content wherever they are. Display ads can keep your brand top of mind, opt-in email newsletters continue to tell your story, and case studies posted on a blog or via social media can showcase your abilities and help your brand stay top of mind. 3 Consideration When your customers are aware of who you are and what you do, they’ll start considering committing to a sale. It’s time to start showing off what specifically you can do that your competitors can’t – show off with videos or newsletters that make your business stand out. 4 Conversion Finalizing a sale is the last step of the funnel. Depending on what product or service you offer, you might consider including a special offer like a risk-free trial or money-back guarantee that can help seal the deal. n Need some extra help building out your marketing funnels and securing better leads for your business? Reach out to us! We’ll help create a strong lead gen strategy that delivers results. 12

Your Source for Your Brand. Allegra North York 156 Duncan Mill Road Unit 17 Toronto, ON M3B3N2 416-250-7750 [email protected] www.allegranorthyork.com © AFB IP Holdings LLC. All rights reserved. Distributed by an independently owned and operated Allegra® business ?KDNIDOYOWU 7 out of 10 Americans find DIRECT MAIL advertising more personal than online ads. – AllBusiness Canadians consider DIRECT MAIL 3 times more trustworthy than social media. – Prime Data