Transforming Yankee Mattress Company: the case study.

Transforming Yankee Mattress Company: the case study.

Yankee Mattress Company was looking for a revamp to its branding along with a new e-commerce website. They needed a more focused approach to their target market, with stronger messaging and values that elevated their branding to the same level as their high-quality mattresses. 

Threshold wanted to position Yankee Mattress as more than a retail store, but an employee-owned company that’s invested in their customer’s quality of life. 

 

our approach.

new brand positioning & naming.

Following extensive market and customer research, Threshold created two brand concepts for the client to choose from, both with a core purpose, messaging, tagline, brand voice, and visuals. Each concept brought the brand to a more modern place, differentiating it from competitors by highlighting the craftsmanship that goes into their mattresses

a new brand look & feel.

The brand’s new messaging needed a new logo, brand guidelines, stationary, photography, apparel design, and more. We chose to design this brand with a logo font that spoke to handmade craftsmanship and a subtle mattress icon that would become a recognizable brand statement

a killer e-commerce website.

Yankee Mattress’ previous website didn’t allow for a streamlined online ordering experience. Our website design included easily navigable shopping categories as well as detailed shop pages. Each mattress product page included custom graphic designs that detailed each section of the mattress materials, making it easy for customers to browse and select the mattress best suited for them

We designed this website to mimic the in-store experience customers have, providing them with clear information so they could make informed decisions. 

 

we love results.

The final brand not only connects better with the target audience, but it feels timeless and elevated. Each aspect of the brand ties in seamlessly with the next, inspiring the company’s employee-owners and ensuring the quality of the mattresses is felt within the quality of the branding. 

One Year Post Website Launch (April 2023-March 2024): 

  • 446 New Users
  • 7% Increase in Engagement Rate
  • A 7% Reduction in Bounce Rate

 

before you go.

Yankee Mattress Company can now confidently say they’re crafting comfort for amazing sleep and better days. See the case study for a full look at the transformation our THeam created for them – and what we can do for you, next.

Let’s propel you forward too! Your place for your every marketing need, with us you can go a la carte or take all the carts. Talk to a Marketing Specialist today. 

Marketing Communication In 2024: (What Works, And What Doesn’t.)

Marketing Communication In 2024: (What Works, And What Doesn’t.)

cody headshot threshold marketing blog

Cody Rudolph

 

 

 

 

Effective communication has always been the cornerstone of successful marketing. 

Nothing’s changed in 2024.

But many businesses still struggle with overly salesy copy and technical jargon that confuses potential clients. Or they use vague, “fancy pants” verbiage in an effort to sound clever. 

This article will provide clear, actionable advice on how companies can communicate effectively—and in a way that attracts clients, partnerships, and even envy from your competitors.

Dangers of “Salesy” Copy and “Fancy” Words

Imagine a scene from your favorite courtroom drama.

The “lawyers” speak to each other at a frantic pace, pausing every few seconds to toss in silly legal jargon that makes no sense to most of the viewers.  Now, this manner of speaking is part of the appeal of tv shows–the lawyers are supposed to know things the viewers don’t and appear more intelligent as a result.

But what if you were a juror in a real courtroom, listening to a real lawyer speak to the judge in the same way? You’d feel confused, alienated, maybe even embarrassed. Naive. These are the same negative emotions your clients and partners feel when they don’t understand your offer, your brand values, or the words you use.

Thankfully, there are ways for companies to avoid these pitfalls. Here’s how.

Simplify and Humanize Your Message

Fun fact: 74% of adults in the US read at a 6th grade level. (Source.)

That means there are roughly 224 million people in the US that don’t know what “pro forma” or “TBD by EOD” means. 

Consider the words used during a conversation with a stranger at the supermarket. Or how you’d explain a mortgage loan to a teenager. How we talk in everyday life is more-or-less how companies should communicate in their marketing.

There are outliers, of course. For example, you wouldn’t want to send company shareholders an email that starts with “Hey fam!” But the goal is to use a common language that broadens your reach.

Here are three practical tips for simplifying your copy:

  1. Use short sentences and familiar words.
  2. Break down complex ideas into digestible parts.
  3. Avoid industry-specific terms unless they are universally understood by your audience.

Example: Instead of saying, “Our comprehensive asset management solutions are designed to optimize your property portfolio’s performance,” say, “We help you manage your properties better, saving you time and money.”

Build Trust Through Transparency and Value

It’s crucial to build trust and demonstrate the value your business brings to current clients, prospects and partners. 

Here are some strategies:

  1. Transparency: Be open about your processes, pricing, and results. People appreciate honesty and are more likely to work with a company that is upfront about what they can expect.

Example: Offer a clear breakdown of your services and costs, along with case studies that showcase your successes.

  1. Value Proposition: Be clear about the benefits of working with your company and how your services solve specific problems.

Example: Instead of saying, “We’re your premiere partner for growth capital acquisition,” say, “We find the money your business needs to keep growing.”

Provide Clear Directions

Finally, to drive action, make it very clear what you want people to do and encourage them to do it. How? Provide a clear offer, compelling calls to action (CTAs) and make the next steps straightforward.

Here’s an example of providing clear directions for a newsletter sign up page and follow-up email sequence:

  • Offer: “Weekly newsletter with case studies, industry insights, and emerging trends. Sent to your inbox every Monday morning.”
  • CTA: “Sign up for our newsletter.”
  • Thank-You Page: “Thank you for signing up to our newsletter. You’ll soon receive a Welcome email guiding you through next steps and what you can expect in our weekly newsletter.”
  • Welcome Email: “Hello! Thanks again for signing up to receive our newsletter. It’ll hit your inbox every Monday morning! (Just in time for the day’s first coffee.) And comes packed full of useful information our team finds from across the web…”

See how each step of the process clearly communicates an offer, desired action, or next step in the process.

And if you think the copy sounds repetitive–you’re right. Clear messaging is repetitive by design.

That’s why there are road signs every few dozen yards along the highway. Because people need constant reminders about what we should be doing, where we’re headed, and what we can expect as we approach our destination.

Conclusion: Talk Like You Would To A Stranger

The nice thing about talking to strangers is that you don’t know what to expect. And because you don’t know what to expect, most people automatically revert to a simpler form of communication.

No lingo. No shared knowledge or experiences. No common phrases.

Instead, you have to explain who you are, the value you provide, what you want the other person to do, and walk them through the steps to get there—it’s the simplest, most straightforward kind of communication two adults can have.

And it’s a style of communication companies can adopt to speak more clearly, connect with a broader audience, and gain deeper trust with existing clients and partners.

Email Marketing Strategies: Maximizing Open Rates and Conversions

Email Marketing Strategies: Maximizing Open Rates and Conversions

ava headshot threshold agency blog marketing agency austin tx

Ava Page

 

Hey there, marketing enthusiasts! 🌟 Ready to boost your email marketing game? At Threshold, we believe in the power of a great email strategy to connect with your audience and drive results. With our new Marketing-as-a-Service (MaaS) offering, including top-tier email marketing, we’re here to help you shine.

know your audience.

First things first, you’ve got to know who you’re talking to. Your emails should feel like a conversation with a friend – someone who gets you and knows what you need. Start by segmenting your email list based on demographics, interests, and behavior. This allows you to send personalized content that resonates with your readers. Threshold’s MaaS helps you dive deep into audience insights, ensuring your emails always hit the mark.

 

craft compelling subject lines.

Your subject line is the first impression your email makes. It needs to be irresistible! Keep it short, sweet, and to the point. Use action words, ask intriguing questions, or create a sense of urgency to entice your readers to open your email. With Threshold’s expert copywriters on your side, your subject lines will consistently capture attention.

 

create engaging content.

Once your readers have opened your email, the next step is to keep them engaged. Your content should be valuable, relevant, and easy to read. Break up text with bullet points, images, and headers to make it visually appealing. And don’t forget to include a clear call-to-action (CTA). Threshold’s MaaS ensures your emails are packed with engaging, high-quality content that drives action.

 

optimize for mobile.

With more people checking emails on their phones, it’s crucial to ensure your emails look great on all devices. Use a responsive design that adapts to different screen sizes, and keep your text and images balanced so they’re easy to view on smaller screens. Our MaaS includes design optimization to make sure your emails are always mobile-friendly and visually stunning.

 

test, analyze, and improve.

A/B testing is your best friend when it comes to email marketing. Experiment with different subject lines, content formats, send times, and CTAs to see what works best for your audience. Track your email performance with analytics to understand what’s working and what’s not. Threshold’s MaaS provides comprehensive testing and analytics, helping you continuously refine your strategy for maximum impact.

 

to sum things up.

With these five strategies (and Threshold’s Marketing-as-a-Service, if you choose) at your fingertips, you’re set to maximize open rates and conversions like never before. Our team is dedicated to crafting email campaigns that not only stand out but also drive results. 

 

Ready to transform your email marketing? Let’s get those emails opened and those conversions rolling in! 🚀

Interested in taking this conversation further with a marketing expert? Reach out to our THeam today for all the answers you’re looking for.

Stay tuned for more tips and tricks from the Threshold THeam, and happy emailing! 📧✨

before you go.

For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website! 

You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!

about the author.

Ava is the SEO & Paid Media Specialist at Threshold.

In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in internal and client-facing digital marketing strategies. 

When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.

The Importance of Brand Identity: How To Craft a Resonant Brand Voice

The Importance of Brand Identity: How To Craft a Resonant Brand Voice

 laura headshot blogLaura Robbins

In today’s dynamic marketplace, where consumers are bombarded with choices, establishing a distinct brand voice is paramount for standing out and building meaningful connections with your audience. Whether you’re a real estate property, a credit union, or a boutique hotel, a compelling brand identity weaves together words and emotions to convey a coherent and resonant message. 

Let’s explore the art of developing a voice that aligns with your brand’s identity and strikes a chord with your target audience.

 

understanding your brand’s identity.

Back up, back up, back up. Before you even begin to explore your brand’s voice, you first need to ensure you’ve established your brand’s identity. 

What values does your brand stand for? 

What sets it apart from competitors? 

What emotions do you want to evoke in your audience? 

By delving into these questions, you can uncover the essence of your brand and lay the foundation for developing a distinct voice that encapsulates its personality.

Take Threshold’s brand voice for instance. One of our corporate values is that we’re both professional and playful. That value is woven throughout our voice. We like to get the job done and do an amazing job at that, and we like to have a laugh or two along the way. A witty joke or pun is welcome – and oftentimes encouraged – in these parts. 

 

audience insight: listening to consumer needs.

Understanding your target audience is crucial for shaping your brand voice. Conduct thorough research to gain insights into your audience’s demographics, psychographics, and pain points. 

What language resonates with them? 

What tone elicits the desired emotional response? 

Go so far as crafting personas for your brand so you can better tailor your voice and messaging to your audience. Having this distinct persona will also allow you to quality-check your brand’s messaging as it gets put into use, ensuring what you’re saying is relevant to your target audience. 

 

maintaining your voice across touchpoints.

Remember that thing we said above, about quality-checking your brand voice? Yeah – it’s important

Consistency is the bedrock of a strong brand voice. Maintaining a unified voice across all marketing touchpoints reinforces your brand’s identity and fosters trust with your audience. Whether it’s your website copy, social media posts, or customer support interactions, ensure that your brand voice remains consistent in tone, style, and messaging to deepen relationships with your audience.

 

it’s ok to be flexible.

Yeah, ok, the odd rule is meant to be broken, is it not? While consistency is essential, it’s also important to recognize that the marketplace is constantly evolving, and consumer preferences may change over time. 

Your brand voice should be flexible enough to resonate with changing trends and audience dynamics. Continuously monitor feedback, stay attuned to cultural shifts, and be willing to adjust your brand voice accordingly to maintain relevance and resonance. 

Threshold did just that! We underwent a brand refresh in 2023 to better align our creative direction, messaging, and services to our clients and their needs. 

 

be yourself. 

Above all, authenticity is the core of a compelling brand voice. Consumers are attracted to brands that authentically express their values and beliefs. Be genuine, transparent, and true to your brand’s identity in every communication. Authenticity not only fosters deeper connections with your audience, but also builds loyalty and advocacy over time.

 

to sum it all up.

By understanding your brand’s identity, listening attentively to your audience, maintaining consistency, embracing flexibility, and embodying authenticity, you can elevate your brand above the noise and leave a lasting impression on your audience.

Remember, the marriage of words and brand identity is not just about what you say, but how you say it. Let your brand voice be what captivates, inspires, and connects with your audience.

Now that you know how essential a brand voice is, let Threshold help you craft one! We use carefully curated data to deliver positioning and messaging full of strategic potential. Our experienced team weeds out stale approaches to deliver fresh perspectives and brand guidelines that empower future asset creation. And we’ll make you go wow in the process. Promise. 

Get in touch with us today

 

about the author.

Laura is the brand strategist here at Threshold (so when it comes to all things branding – take her word for it). She embodies all of the best part of what creative marketing is all about, bringing life to brands across the spectrum, and highlighting all of the best aspects that a company, property, business, or any other brand has to offer its consumers.

When she’s not bringing brands to life at Threshold, Laura loves spending time with her husband, son, friends, and family – and she’s even got a little one on the way! Whether it’s spending quality time with loved ones, traveling, trying new restaurants, or working on her novel (yep – she does it all), Laura is the definition of someone who lives to get all of the best things out of life, and we love her for it.

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