by threshold | Jun 6, 2024 | Creative, Design, Digital Marketing, General, Marketing
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.
by threshold | May 16, 2024 | Culture, Digital Marketing, Financial Marketing, General, Marketing
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.
by threshold | Apr 24, 2024 | Creative, Culture, Design, Digital Marketing, General, Marketing, Thought Leadership
Laura 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.
by threshold | Apr 16, 2024 | Digital Marketing, General, Marketing, Tech/Web
Ava Page
When it comes to the world of digital marketing, change is not just inevitable – it’s the norm. At Threshold, we understand the importance of staying ahead of the curve. That’s why we’re here to provide you with a deep dive into the upcoming changes to cookies, and how they’ll impact your business, your marketing, and your brand.
understanding cookies: pillars of personalized online experiences.
Cookies, those tiny digital crumbs, play a monumental role in shaping your online journey. But what exactly are cookies? Imagine them as digital footprints left behind as you navigate the vast landscape of the internet. They’re small pieces of data stored on your browser that help websites remember information about you.
This can range from remembering your login details to tailoring product recommendations based on your browsing history. In essence, cookies are the cornerstone of delivering seamless and customized experiences to customers, especially in the retail sector.
Google’s bold move: unraveling the implications.
Google’s recent announcement about phasing out third-party cookies on Chrome has sent ripples through the digital marketing community. But why is this such a seismic shift? Well, probably because Google is the last major browser that allows third-party cookies by default, representing a whopping 60% of browser use.
So, why is Google making this change? The answer lies in the growing concerns surrounding user privacy and data protection. Third-party cookies have long been criticized for their invasive nature, tracking users across the web without their explicit consent. By phasing out these cookies, Google aims to enhance user privacy and security, aligning with evolving regulatory standards and consumer expectations.
While this move may seem daunting, it’s important to note that we’re not venturing into a cookieless world just yet. Third-party cookies remain integral for website functionality, particularly in the retail sector where targeted advertising is paramount.
Despite Google’s incremental steps, such as the testing of deprecating a small percentage of cookies since January 2024, there’s lingering uncertainty surrounding the feasibility of meeting the July 2024 deadline. The introduction of Google’s Privacy Sandbox initiative, featuring alternative methods like the Topics API and Fenced Frames, has sparked both curiosity and concern within the industry. These initiatives aim to provide advertisers with viable alternatives to third-party cookies while preserving user privacy and fostering a more transparent digital ecosystem.
addressing concerns and crafting a strategy.
In light of these changes, concerns have emerged from industry stakeholders, including the International Advertising Bureau (IAB) and the UK Competition and Markets Authority (CMA). Questions regarding market dominance, fairness, and transparency loom large, prompting businesses to rethink their advertising strategies.
One significant challenge arising from the phasing out of third-party cookies is the potential gap in conversion tracking. Without the ability to track user behavior across websites using traditional cookie-based methods, businesses may face difficulties in accurately measuring the effectiveness of their marketing efforts and attributing conversions.
However, amidst these challenges lies an opportunity for growth and innovation. At Threshold, we’re committed to guiding you through this transition. Through proactive client education, meticulous risk assessment, and rigorous testing efforts, we’ll ensure you’re well-equipped to navigate the evolving digital landscape.
By fostering collaboration with our expert digital team and harnessing the power of first-party data strategies, we’ll help you adapt to the changing terrain while maintaining your competitive edge. Our approach includes leveraging alternative tracking methods, such as first-party cookies and server-side tracking, to close the gap in conversion tracking and provide valuable insights into your customers’ journey. With our tailored strategies and innovative solutions, you can continue to drive results and achieve your business objectives in a cookie-less world.
embracing opportunities.
As we bid farewell to third-party cookies, it’s time to explore new avenues for digital marketing. From real estate to financial institutions – and everywhere in between – we’re being presented with exciting opportunities, where strategies emphasizing brand awareness and contextual targeting are gaining momentum, offering a fresh perspective on consumer engagement.
While the road ahead may be uncertain, it’s also brimming with potential. By prioritizing consumer preferences, transparency, and resilience, we can transform challenges into opportunities for growth and innovation.
to sum things up.
Change is not just a challenge; it’s an invitation to evolve. Together, let’s embrace the cookie revolution and pave the way for a more consumer-centric and privacy-conscious digital future. At Threshold, we’re here to guide you every step of the way.
Ready to take this conversation further with a marketing expert? Reach out to our THeam today for all the answers you’re looking for.
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.
by threshold | Apr 4, 2024 | Creative, Design, Digital Marketing, General, Marketing, Tech/Web
PeakMade Real Estate came to us needing a platform that allowed for a more streamlined approach to websites across their portfolio and understood that the user journey is different across their various markets.
So we did what we do best, implementing website templates optimized for Peak’s audiences that have significantly reduced website development time and include a custom Entrata integration that converts better than any leading property management software on the market.
when we say best, we mean it.
We wanted to not only simplify website development but also provide PeakMade’s portfolio with a marketing tool that amplified lead generation. Each template design was to be innovative, with thoughtful movement of content to engage the viewer while not overwhelming them.
Our adaptable designs show an immediate improvement in conversion rates in the PeakMade portfolio, with lower costs to acquire leads when comparing the performance of their pay-per-click campaigns year-over-year from pre-templated Threshold websites to post.
Claremont Collegiate Apartments in Claremont, CA. saw:
- A 213% increase in conversion rate
- A 65% decrease in cost per conversion
University Gateway in Los Angeles, CA. saw:
- A 1,607% increase in conversion rate
- An 83% decrease in cost per conversion
Impressed? See more for yourself.
a custom integration? you got it.
Up until now, Entrata’s API allowed only floor plan pricing to be pulled into websites. Threshold built a custom integration for Entrata that retrieves several data points such as property floor plan details, availability, pricing, specials, and general property promotions, leveraging automation and increasing website accuracy and sustainability.
Our custom PeakMade templated designs and integration go far beyond the current property website capabilities, allowing property managers to:
- Set a custom pricing label option for floor plans with the ability to customize individual floor plan specials and floor plan name options
- Introduce a rent pricing override option for quick and easy discounted pricing updates when needed
- Create specials and offers that automatically remove themselves from the website when they expire
What does this mean for the property management teams?
- Information refreshes automatically
- No more spending precious hours updating leasing information or submitting requests through Threshold
- User-friendly back-end access to make certain edits on their own, without having to wait the standard 24-72 hour agency request turnaround time
- Focus on leasing and know that the property’s website is accurate and up-to-date
we love results.
How fast do you need a website? Because Threshold and PeakMade launched several of these custom website templates in only 26 business days. But the results don’t stop there.
When switching their property websites from Entrata templated designs to Threshold’s customized solution, PeakMade saw some dramatic improvements.
Taking a sample of 10 property websites from 2022-2023, the PeakMade team saw the following changes:
- Average time on a website increased by 33 seconds across all sites
- An engagement rate increase of 7.74%
- A goal conversion rate increase of 77.61%
before you go.
The 411? Using the Entrata designs and limited plugins was costing PeakMade properties conversions. Their new Threshold website templates look better than the previous property websites and provide a much-improved user experience that’s consistently resulting in better website engagement and higher lease numbers.
Let’s propel you forward. 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.
by threshold | Mar 28, 2024 | Digital Marketing, Financial Marketing, Marketing, Thought Leadership
Amanda Spicer
In the dynamic world of marketing, acquiring clients is only half the battle; retaining them is equally, if not more, critical for sustained success and excelled growth. Client retention not only bolsters revenue streams but also enhances reputation and fosters long-term partnerships. However, with increasing competition and evolving client expectations, mastering client retention in the marketing industry requires finesse and dedication.
Let’s dive into some effective strategies to keep your clients engaged and satisfied:
deliver constant value.
Consistency is vital in client retention. Ensure that you consistently deliver high-quality work that aligns with your client’s goals and expectations. Whether it’s through innovative campaigns, insightful analytics, or strategic consulting, demonstrate your value through every interaction.
communicate proactively and transparently.
Effective and constant communication is the cornerstone of strong client relationships. Proactively keep your clients informed about project progress, make them aware of challenges, and celebrate successes. Be transparent about any issues that may arise and work collaboratively to find solutions. Check in weekly, monthly, or quarterly even if the project is complete. Clear and open communication builds trust in your partnership.
understand your client’s needs.
Take the time to truly understand your client’s business, objectives, and pain points. Conduct regular meetings, asking probing questions, and actively listen to their feedback. By understanding their needs and challenges, you can tailor your strategies and recommendations to address their specific goals effectively.
provide strategic insights and recommendations.
Position yourself as a trusted advisor by offering strategic insights and recommendations that go beyond the scope of your services. Marketing is results driven, scheduling recurring calls to review and discuss campaign analytics will ensure your client is informed and confident about expanding your partnership. Use this time and your expertise to identify improvement opportunities, anticipate industry trends, and provide actionable advice that adds value to your client’s business.
be responsive and available.
In today’s fast-paced business environment, responsiveness is non-negotiable. Be prompt in addressing client inquiries, whether it’s via email, phone, or in-person meetings. Make yourself available to provide support and guidance as needed, demonstrating your commitment to their success.
invest in relationship building.
Cultivate strong personal connections with your clients beyond the professional realm. Take the time to get to know them on a personal level, whether it’s through shared interests, industry events, or informal gatherings. Building genuine relationships fosters loyalty and strengthens the foundation of your partnership.
offer customized solutions.
Avoid the one-size-fits-all approach. Instead, offer customized solutions tailored to each client’s unique needs and objectives. Whether it’s through personalized marketing strategies, unique creative solutions, or flexible service options, demonstrate your commitment to delivering results that are specific to their business goals.
showcase success stories and results.
Highlight your successes and demonstrate the tangible impact of your work through case studies, testimonials, and performance metrics. Showcasing your track record of delivering results reinforces your credibility and reassures clients of the value they receive by your partnership. Check out some of Threshold’s big wins through our case studies!
anticipate and address issues proactively.
Stay proactive in identifying potential issues or challenges before they escalate. Monitor key performance indicators, anticipate client concerns, and take preemptive measures to mitigate risks. By demonstrating foresight and proactivity, you can build confidence and resilience in your client relationships.
seek feedback and continuously improve.
Actively seek feedback from your clients to understand their satisfaction levels, areas for improvement, and future expectations. Use this feedback to iteratively refine your processes, services, and client interactions. Continuous improvement demonstrates your commitment to excellence and ensures that you remain responsive to evolving client needs.
Client retention is a strategic imperative for success, especially in the marketing industry. By implementing these strategies and prioritizing client satisfaction, communication, and value delivery, you can build enduring partnerships that drive mutual growth and success. Remember, retaining clients is not just about delivering results – it’s about nurturing trust, fostering collaboration, and consistently exceeding expectations to create lasting value.
about the author.
Amanda is the Digital Junior Client Success Manager at Threshold.
In her role, she is responsible for relationship management, client advocacy, renewals and upsells, monitoring metrics, strategy development, and documentation and reporting. When she’s not busy managing her clients, you can find her picking out new plants, watching Cowboys football, running her small business, or spending time with her fur baby, Daisy Marie.
