“Providing community support is an important goal at Allegra” says Vice President Gasper Lipari, “and the FootPRINT Fund was created to provide a means of helping local organizations receive assistance in an area that may not be addressed by other funding sources.”

Celebrating its 15th year in business this year, Allegra launched the FootPRINT Fund as part of its Community Care Campaign, a North American wide effort supported by the company’s franchise headquarters, Allegra Network. The FootPRINT Fund was developed to help unite and strengthen local communities by assisting eligible nonprofit organizations and associations in building their awareness and increasing local support. Dozens of local nonprofit organizations, such as Temple Anshe Sholom, Special Olympics, Dundas Museum and Archives, Saltfleet Figure Skating, Mountain Kidz, and Catholic Family Services to name a few, have benefited over the years by applying to FootPRINT Fund and receiving assistance on terrific projects.

“The real payoff is when organizations give us feedback on the positive results projects, funded by FootPRINT, have achieved,” adds Lipari.

To be considered for a FootPRINT Fund award, nonprofit groups, associations and charitable organizations with a main office or branch in the Greater Hamilton area must submit a completed application. The deadline to apply is February 15. Further information and application forms may be downloaded from the Community Page.

Award recipients are selected by a review panel and awards based on how the services will be used to further the organization’s goals including service expansion, program enhancement and maximization of existing resources, as well as the organization’s history of innovation and resourcefulness.

“This program is a way for us to make a difference in our community, one step at a time. At Allegra, we feel that it is extremely important to reach out to those in need and help our local organizations and associations leave their ‘footprints’ in the community,” added Lipari, who owns Allegra along with partner Dave Knox, “Since opening in 1997, we have provided in-kind services to several area not-for-profit businesses and organizations. FootPRINT has become an instrumental vehicle allowing us to focus these charitable efforts.”

Most organizations were forced to take a hard look at their employee compensation and benefits packages this past year. And, scaling back on employee recognition programs does make economic sense when budgets are stretched thin.

However, it’s not an “all or nothing” proposition. Small indulgences can register big satisfaction when you want employees to be actively engaged in the long-term health of your organization. Non-monetary incentives work!

Research shows companies with high employee morale are:

• 56% more likely to have higher-than-average customer loyalty

• 50% more likely to have lower turnover

• 38% more likely to have above-average productivity

• 27% more likely to report higher profitability

What can you do to boost morale and retain invested, valuable employees?

• Employee newsletter – Don’t rely on the grapevine to deliver organizational updates. A company newsletter gives you a regular and “official” medium to distribute vital company information.

• Employee handbook – A professional environment inspires professional attitudes. Do the same issues surface repeatedly? Best to lay out company policy in an employee handbook.

• Business cards/logo apparel – At minimum, all employees should have business cards. Those who interact with customers and the public may best represent your business in logo apparel and feel more like part of the team.

Many marketing experts struggle with the concept of on-site conversion. After executing on a well developed marketing plan, and generating traffic to a landing page or website, the next step is to turn your prospects into customers. Improving your online conversion rate can be accomplished in a number of ways.

Generate targeted traffic.
An important strategy for enhancing on site conversions begins even before you make changes to your website or webpage. Attracting the right people to your website is paramount for increasing conversions at a lower cost. Begin by evaluating your lead sources and determine the alignment of your prospects with your product.

One way to accumulate this information is with a survey that pops-up or pops-under as browsers leave your site. Often times, reducing or retargeting spend to the segments that perform the best can have a very positive impact on ROI.

You can also determine what traffic is best aligned with your market by carefully analyzing your Google Adwords campaigns. With the proper conversion tracking in place, it’s easy to determine which keywords are generating sales, versus clicks alone. Focus on expanding your top converting keywords and driving truly interested prospects to your landing page.

Improving landing page performance.
Once you’ve begun to attract the right prospects, you need to focus on converting them. The fastest way to improve conversion is through testing various landing pages. If you have the technology to rotate landing pages, testing multiple pages within a fixed amount of time, then you can learn quickly what page has the highest conversion rate. If you are limited to testing one page at a time, run each landing page for a week and measure the results. Your data won’t be as accurate but can certainly send you down the right path.

Another method for improving on-site conversions is with the help of an automated touch program. With this technique, you can use an auto-responder that gives individuals an opportunity to reconnect with your business. One example would be an abandoned shopping cart campaign. If users begin the purchase process (and have given you their email) but fail to complete the process, an auto-responder can be used to send and email message within minutes or hours, inviting them back to complete the purchase. You can use email best practices to enhance conversion, and touch individuals numerous times to move them through the purchase decision process.

In addition to targeting those who have started a purchase, you can also use an auto-responder for those who sign up for valuable information from your website. Perhaps they sign up for your newsletter, free lessons, or whitepaper. Once an individual has registered, the auto responder goes to work, sending appropriate emails at set intervals. The result is communication with a prospect that was previously unavailable to you. Work on improving conversion of your automated touch program by testing creative and timing of messages.

Using the techniques of better targeting, improving landing page conversion rates, and auto-responders can significantly enhance the performance of your online marketing campaigns. Plan your programs carefully and measure performance along the way, making appropriate enhancements. Over time, your results become automatic!

*Michael Fleischner is an Internet marketing expert and the president of MarketingScoop.com, the Internet’s biggest source of marketing information and free marketing resources. He has more than 12 years of marketing experience and has appeared on The TODAY Show, Bloomberg Radio, and other major media. Improve Search Engine Rankings with Michael’s latest ebook, The Webmaster’s Book of Secrets.

Today, consumers are overwhelmed with choices, and distractions. The cost of attracting users to your website continues to increase and keeping them engaged is more important than ever.

Engagement doesn’t end with an individual browser reading content or clicking on an ad. Rather, engagement is an ongoing process that results in loyal customers who come back again and again, becoming more vested in your web site.

How can you make sure you’re engaging and keeping customers?

In order to create a loyal following, there are some basic principles you need to consider. From first impressions to life-long membership, put yourself in the shoes of your browsers and make their experience a valuable one.

1. Reduce Clutter. How many times have you visited a website only to be overwhelmed and confused? What is this site about you may have asked yourself. Or perhaps you found yourself asking, “Where is the information I’m looking for?” Don’t ask your browsers or potential customers to figure this out. Make your site clutter free and create a visual priority that emphasizes the information, resources, or actions your browsers want. By reducing obstacles you build trust among new web site visitors and allow for simple decision making – which benefits everyone.
2. Make Navigation Intuitive. There are many ways to navigate a web page but intuition rules the day. Don’t try to get fancy with your navigation or overuse java script. Basic navigation that follows current convention is the best way to lead individuals through your web site to the information they’re looking for.
3. Make The Initial Site Interaction Relevant. When a browser reaches your web site, you have less than seven seconds to get them engaged. Making your initial site interaction relevant to what individuals are looking for is essential for keeping them interacting long term.If you are promoting your web site with Google Adwords, or any pay per click advertising for that matter, be sure to create customer landing pages that are truly relevant to the individual who clicks-through your ad. Once you’ve established relevancy, you can move them deeper into your content, tools, and resources.
4. Ensure That Your Content Is Up-to-date. Web site content that isn’t up to date does not serve your audience and browsers are likely to move on. One way to ensure that information is timely is by providing a feed of relevant news or information. If including static text on your web pages, try not to include specific dates. However, if you must publish dates, be sure to update this information on a regular basis.
5. Start An Interaction With Your Users. Each time a browser views your web page, you have an opportunity to interact with them. Don’t let this opportunity pass you by. One great way to interact is to offer something of value at no cost. This can be a white paper, access to an exclusive list, or simply a 30 day free trial. Be sure to capture an individual’s valid email address and include them on your mailing list. An auto-responder is best if you wish to engage these individuals on an ongoing basis.
6. Provide Plenty Of Support. Don’t hesitate to offer support right from your home page. Prominently display your 800 number, support email address, and additional information for your prospects and customers such as mailing address. This information is viewed favorably by search engines and also creates a sense of legitimacy. Contact information builds trust among prospects and elicits interest in your company.
7. Make Sharing Easy. Once you’ve made your web site easy to use, don’t hesitate to offer browsers the ability to share your web site with others. This can be in the form of a simple widget that allows users to bookmark your page, subscribe to an Rss feed, or submit your content to popular news sites like Digg.com.Individuals are much more likely to visit a web site based on a friend’s recommendation versus some other type of marketing initiative. Leverage the power of viral marketing with easy sharing tools.

Your web site can be your greatest asset. Unfortunately, many marketers and website owners are so focused on increasing traffic that they lose site of the audience that’s already visiting their web pages but are simply not converting.

Don’t make the same mistake. Improve the quality of you site through relevant content that is up-to-date and easy to find. Once you’ve engaged users, encourage them to share. Doing so will make your site perform better, increase conversions, and deliver value for all involved.

Michael Fleischner is an Internet marketing expert and the President of MarketingScoop.com. He has more than 12 years of marketing experience and had appeared on The TODAY Show, Bloomberg Radio, and other major media. Visit MarketingScoop.com for further details and more marketing articles including tips on how to improve search engine rankings for your web site.

Every company on the tradeshow floor has a few things in common. They all want to capture attendee interest, and lure them into the booth with the new, the exciting, the irresistible. They’re all facing similar challenges: short attention spans, myriad shows, and increased competition from every corner of the globe. However, there’s one extra special way that savvy exhibitors can differentiate themselves from their competitors.

The company that has the best understanding of their target audience — their wants, needs, problems, and challenges — has the ultimate advantage in the exhibiting forum. It is these companies that take the time to learn about their customers — and more importantly, their customer’s customers — that succeed on the show floor and beyond.

Since the marketplace changes so rapidly, this is crucial. For the first time in recent memory, there are four active generations engaged in the commercial sphere. This is a radical change which means a lot to your customers — and of course, to you.

In previous years, buying power was concentrated within a narrow range of years: the vast majority of commercial behavior took place within a forty year span, beginning as one graduated high school and grinding to a halt upon entering retirement. In this environment, a mass market, one-size-fits-all visibility strategy worked fairly effectively.

Those days are gone. Today’s consumer can be a member of one of at least four generations, beginning with the pre-pubescent teens and extending right up to the infamous baby boomers. Companies are targeting themselves to six year olds and seventy six year olds: obviously each requires a different approach from them, and ultimately, from you. It’s important to remember that not only are end customers member of these generations, but that attendees are divided among these four generations.

If your marketing prowess has you experienced in marketing to one given group, it’s critical to take a step back and reassess your strategies. Techniques and strategies that will appeal to one group will quickly turn another group off. It’s essential that you know both who you’re trying to reach and what the best way is to connect with them.

Here’s a snapshot of each of the four groups and what you need to know to position yourself appropriately:

1. Millenials: The youngest attendees on the show floor, Millenials were born after 1977. Incredibly media savvy and skeptical, Millenials take almost nothing on faith. You have to prove yourself to them — and you need to do it quickly. More than any other generation, Millenials expect an environment of instant, verifiable information. This group responds well to short, focused presentations, heavy on the benefits, short on the sales fluff. Educational presentations, seminars, and speakers who offer real value will draw Millenials. At the same time, brand loyalty is almost unheard of among this group. If you want to create a lasting relationship, it will be one where you constantly have to bring your game to the table. Proving and reproving yourself as the best choice for any given transaction is the name of the game.
2. Generation X: Gen Xers were born between 1965 and 1976. After a lifetime of being disappointed by media stars, public figures, and personal heros, Gen Xers have learned to rely on no one but themselves. They expect to work hard for what they have — and they expect you to work hard for them. Expect to spend more time developing a relationship with Gen Xers. You’re encountering a mindset that initially distrusts most things, but is willing to work with you to reach mutually agreeable points. Personal connection is important to Gen Xers. They like to be recognized as individuals, and place great emphasis on forming connections with colleagues and peers. This is where your individual staffers really have to shine: if they don’t ‘click’ with the Gen X attendee, you’re going to lose the sale.
3. Baby Boomers: What hasn’t already been written about the Baby Boomers? This self-obsessed generation has examined itself ad infinitum, and in the end declared itself pretty darn good. Idealistic and self-motivated, Boomers have a strong passion for career and individual advancement. Appeal to Boomers with benefits-focused presentations that frame the material in terms of how it will improve individual lives. Boomers like to view things in context — where do your products and services fit into the larger picture? Present the Boomer with the answer to that question, and you’ll carry the day.
4. Traditionals: Traditionals are slowly disappearing from the tradeshow floor. Many have entered retirement, or are seriously contemplating doing so. Born before the end of WWII, Traditionals value the success of the team over the individual. Self-sacrificing and hard working, Traditionals respond well to authoritarian figures who explain “The Best Way” or “The Ideal Solution” to any challenge.

One more generation has a definite presence on the show floor, even though you’re unlikely to see them wondering the aisles, just yet. They’re too busy enjoying recess and studying for fourth grade exams. This is the burgeoning “Tween” market. Defined loosely as the years between 8-12, Tweens command incredible spending power in the nation.

If you’re marketing your products/services to attendees who serve this market, it would be very smart to make yourself familiar with this dynamic, ever-changing segment. Keep in mind that while Tweens have a great deal of disposable income, at the end of the day it’s their parent’s money paying for the purchases. Close contact to your customers and by extension, their customers, will help you walk that fine line that can ultimately lead to profitability.

The wide range of ages and viewpoints in the marketplace today is unlike anything previously experienced. Savvy exhibitors make themselves familiar with the generations most interested in their products and services and do everything possible to present themselves appropriately. Are you ready? Let’s hope so: none of the four generations outlined above, much less the Tween market, are known for their patience!

About the Author
Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007). http://www.thetradeshowcoach.com & http://www.richesinniches.com

• 67 percent cited praise and commendation from their immediate manager.
• 63 percent named attention from leaders.
• 62 percent wanted opportunities to lead projects or task forces.

The data underscores workers’ desire to feel valued, have their well-being be taken seriously, and be given opportunities for career advancement and growth. At a time when organizations need leaders and employees to be fully engaged and ready to go the extra mile, motivation is taking a hit, according to another McKinsey survey. The poll showed:

• 13 percent of respondents reported that managers are praising their subordinates less often.
• 20 percent said that opportunities to lead projects or task forces were fewer.
• 26 percent said leadership attention had diminished.

As some industries begin their comeback to profitability, financial incentive programs, like bonuses, are returning. Using a combination of both financial and frequent nonfinancial incentives to motivate and reward key players will have the most impact – short and long term.

For employee incentive, reward and communications programs, talk to the experts at Allegra.

Situation Overview:
Company seeking to generate more sales leads from prospecting efforts. Currently spending marketing budget on print advertisements, mass mailings based on geography and online pay-per-click advertising. Limited tracking has been done to measure effectiveness of these campaigns.

Marketing Recommendation:
To generate more qualified leads, the recommendation is to use a multi-piece, personalized direct mail campaign, including a high-impact envelope package and more targeted lists.

Lists targeted to pre-qualified insurance buyers: business list compiled by annual sales, industry and location; consumer list based on age, income, home ownership and geographical
parameters.

Mailings personalized to reflect each agent’s specialty – no generic, mass mailings. Series of three direct mail pieces delivered to 300-500 prospects per each of 12 agents (3,600-6,000 pieces per mailing). Campaign to run 90-150 days.

• Mailing #1: Postcard with personalized text and images to reflect each agent’s specialty.
• Mailing #2: Envelope package including a personalized letter from agent and a tri-fold brochure.
• Mailing #3: Oversized postcard with variable text and images.

All mailings will include an informational offer for a free white paper and invitation to a free educational seminar. Response channels will include telephone number, fax, business reply card, and personalized URL (PURL) to respond online.

Follow-up email campaign – Send follow-up email to prospects who supplied email address. Re-affirm message. Offer a second white paper.

Measurement:
By securing a higher-quality mailing list and delivering more relevant and targeted messages, the quality of leads should
improve. Metrics used to evaluate effectiveness, improve performance and measure ROI include:

• New leads generated by mailings
• Response rates to individualized campaigns
• Number of meetings scheduled (tracked by agents)
• Number of new buyers (tracked by agents)
• Response and click-through rate on PURLs
• Seminar attendance
• White paper downloads and requests

Contact the marketing pros at Allegra when you’re ready for new growth strategies.

Here are eight ways to make the most of the occasion:

1. Do your research. Identify groups or events that seem to be a good fit for you and what you are selling. Determine the membership profile, dues, meeting frequency and sponsorship or speaking opportunities.

2. Be forward-thinking. Networking is a long-term process, designed to nurture relationships for referrals and sales. If you wait until you need referrals to start networking, it will be too late.

3. Attend regularly. Networking success occurs through repeat attendance rather than single encounters with multiple groups. When you want people to share information and contacts with you, it’s best to have a dependable and reliable reputation.

4. Get involved. Volunteer to head up a committee, edit the organizational newsletter, or make phone calls for the next membership drive or fundraising event.

5. Embrace social networking. LinkedIn, for example, is the world’s largest professional network with more than 65 million members. The site lets you build connections to trusted contacts and helps you exchange knowledge, ideas, and opportunities with a wide network of professionals.

6. Become a trusted source. Be a connection conduit: “I don’t have a need for ABC widgets, but I do have an associate who may have several customers who do. Let me give you her contact information.”

7. Remember the take-away. Think exchanging business cards is a thing of the past? Think again. Be generous in your distribution, and always remember to ask for a card from the people who receive yours. Make notes on the back of each card to jog your memory about conversations had and ideas discussed.

8. Follow up. You made the notes. Now be timely with your follow-up. “We met on Monday night and I promised to forward some research I have on ABC. I thought about it further and think these best practices for XYZ will interest you, too.”

1. Preserves local character and prosperity. Communities that maintain their one-of-a-kind businesses and distinctive character have an economic advantage in a homogenized world.

2. Enhances community well-being. Business owners contribute to local causes, strengthening economic and social relationships.

3. Ensures local decision-making. Local ownership means decisions are made by those who live in the community and will feel the impact of them.

4. Keeps dollars in local economy. Compared to chain stores, locally-owned businesses recycle a much larger share of their revenue into the local economy.

5. Creates jobs and better wages. Successful businesses create jobs, and in some sectors, provide better wages and benefits.

6. Promotes entrepreneurship. Small business ownership fuels innovation and prosperity, building the middle class.

7. Offers public benefits and fewer costs. Local businesses often require comparatively little infrastructure and make efficient use of public services.

8. Promotes environmental sustainability. Sourcing locally decreases transportation energy consumption and pollution.

9. Encourages competition. Thousands of small businesses ensure innovation and low prices long term.

10. Delivers product diversity. Distinctive small businesses collectively offer a broader range of choices based on the needs of local customers.

DO:

1. DO include a one-sentence tagline on the home page that summarizes what you do.
2. DO put company name, logo and contact information on every page.
3. DO provide straightforward headlines and page titles.
4. DO use product photos, when applicable.
5. DO provide proper navigation support.
6. DO change link text colours after user access.
7. DO name pages for search engine visibility.
8. DO design for consistency and familiarity at every level.
9. DO use meaningful graphics only and sparingly.
10. DO make obvious what’s clickable; use standard links.

DON’T:

1. DON’T use “marquees” (moving type).
2. DON’T use constantly running animation.
3. DON’T leave outdated information on the site.
4. DON’T do anything that produces overly long download times.
5. DON’T build pages in PDF format.
6. DON’T use technology for technology sake (Flash).
7. DON’T require constant vertical scrolling.
8. DON’T make users open new browser windows.
9. DON’T break or slow down the “Back” button.
10. DON’T use complex or overly long URLs.

Source: Jakob Nielsen, called “the reigning guru of Web usability” by FORTUNE magazine.