Our March eNewsletter Results

You might be on our distribution list for the “Allegra Swatch.” In its newest incarnation, we switched email providers. We are now using Mail Chimp. So far, so good. There are lots of reasons to use them over the number 1 brand. But, that is for another post.

We are not totally sold out on email newsletters, though. There is a lot of evidence that printed newsletters are much more effective at getting the word out. That too is for another email.

Here is the down and dirty. For a marketing business, Mail Chimp says the average open rate is 18%. For the most recent issue of the Swatch, we are at 17.3%. Ok. Not too bad. But it is way off of our 21.9% open rate from the February issue.

Three big reasons for this pop out right away. First, folks could have found the subject line less compelling than I did. Second, we sent it out late in the day—4:00 pm. When my my east coast people or my local contacts who left early arrived at work the next day, my newsletter was buried deep in their in box. Last, it is a holiday week. Easter and Passover. On top of that, it is spring break for some folks. Just as their are fewer cars on the road this week, there are fewer people in their offices.

Here is the free marketing lesson: timing is important.

Numbering by Color!

We just came up with a way to sequentially number documents and forms in any Pantone color ink you would want. Before, like almost all other printers, we could only do black and red.

So now you can let your imagination run wild. We can match your logo color scheme. Also, for security we can print in metallic colors or fluorescent inks to keep people from duplicating your stuff on a color copier.

While it is not earth shaking news, it is one more innovation we can offer you, our clients.

Amazing Waterproof Paper

A good client came to us a couple weeks ago with a problem. They wanted equipment tags. Great. Easy enough. Not so fast. It’s not going to be that easy.

They were going to be used outdoors. The typical tag is a manila colored paper similar to index cards. So paper is out. How about laminating them? Great protection from the elements and affordable too. Nope. They have to write on them. Can’t write on lamination. Hmmm.

Now it gets interesting. Doing a little brainstorming, someone thought of that sample pack the paper mill representative dropped off a few months ago. Let’s check that out.

They had the perfect product. It is a synthetic paper. It is chemical resistant. Waterproof. And it is tear proof. We test it here. Perfect. Oh, and you can write on it with a pen or Sharpie.

After we print on it we can cut it, punch holes in it, round corner it, die cut it, and who knows what else we can do with it.

Some other uses we have found for it. Membership cards. Menus. Reference cards or instructions used in a harsh or dirty environment. Outdoor signs. Rear view mirror signs. Plant stakes.

Call Allegra Marketing, Print & Mail and tell us your problem. We will find a solution.

Fixed to Flexible

Here is a short Ebook (37 brief pages) I think everyone in business should read. Todd Sattersten has boiled a lot of wisdom from recent business and social change books to come up with a great resource. Including ideas from “Predictably Irrational,” “Free Prize Inside” and “The Long Tail” among many others, each page is a gem with a repeatable story and a fact or two. How you apply them is up to you.

Check it out on Scribd. It is free, printable, and downloadable to your mobile device. Let me know what you think.

Letterpress Video

I just added a video to our website (the first one ever). It was shot and edited by Al Landsberger, a local graphic designer and friend of mine. The subject is our 1950s era letterpress. It turned out really cool.

Two Random Facts

1. A recent New York Times article said the Federal Government spends seven dollars on the elderly for every one dollar spent on children.
2. A recent “O’Reilly Factor” piece said the Federal Government paid $100 million in December 2009 on interest on the national debt. What Bill O’Reilly did not say was weather that was a one time amount or if the US pays that every month. Staggering.

Small Business in 2010

Owning a small business the last couple years feels like a scene from Gladiator. You are in the arena, they open the gates and hungry lions come running out. Ah. Just another day in the life.

Sorry to say it but the Federal Government is no friend of the small business owner. President Obama has not done much so far to help the situation. The turmoil surrounding health care has only added to the confusion we have felt.

Now, Mr. Obama has rolled out a small business plan. There are a couple small provisions and two big ones. One part involves a tax credit for hiring new employees or increasing wages.

The problem with this is twofold. First, you need taxable profits from which to credit. So, this won’t help many small businesses. Second, staffing decisions usually only make sense when there is increasing demand. Otherwise, a bad decision is merely a drag on the business.

The second big plank is an incentive plan aimed a community banks to lend to small businesses. If this is under TARP, these banks will shy away from it. Accepting TARP funds painted your bank as weak. Nobody wants that tag.

The other big flaw is the belief that small businesses will use this money to expand. It won’t happen. Why? We are scared. We don’t know what will happen next. And we are already full of debt. Owners who get these loans will pay themselves bak the personal loans they made to their businesses or pay off their credit cards.

This will make their balance sheets looks better but it won’t increase capital investing. I clean balance sheet is swell, but it doesn’t help the economy.

Here’s my plan. Eliminate business income taxes. Not all the way—people would go crazy thinking about Exxon Mobil making a bazillion dollars more profit. But just part of the way. No income tax on the first $2 million dollars of profit.

This would eliminate income tax for the vast majority of small businesses. It would cut the unfairness of double taxation of small and family owned businesses. The Fortune 1000 would still pay taxes on the majority of their profits.

There would be several benefits. Owners would have profits to do the most economic thing with. They would reinvest in their companies, hire more people or increase wages as sales grew, or they would pay down debt. They would also pay themselves more.

Several things in the above paragraph would be taxable events. Income tax revenues would go up. Also, prices of goods and services would go down. Investment in businesses and opening businesses would increase. Innovation would also increase.

There would have to be a mindset shift for this to happen. Business people are too easy a target. Politicians would have to join arms with business owners instead of painting us as greedy exploiters. The public would have to come to appreciate the sacrifices we make. The era of mistrust would have to end in pop culture. Bernard Madoff and J.R. Ewing need to be lampooned as the freakish anomalies they are, not as symbols for all business people.