QR Code Usage and More…

QR Codes
It seems that QR Codes are making a lot of noise in marketing these days but are people really using and reacting to them? QR Code creation has definitely jumped – 6000% increase in the last quarter alone. But what about reading them…unfortunately many companies are utilizing Free online code creators but have no way of tracking the response. No ROI – just a shiny new QR Code to join the thousands of others, some with their own built in advertisements that pop up occasionally.  Like all marketing, being able to track its usefulness is very important. It’s surprising inexpensive to have a QR Code created with an online tracking system included. The tracking system also allows you to redirect the QR Code should your promotion end or change – something you can’t do with a free application. Let us know if you would like additional information on developing QR Codes for yourself with a trackable system.

Mobile Websites
Most QR Code adopters are using them to drive people to their websites or specific pages on their site with a special offer. The problem is that your website was designed to be viewed on a standard monitor, not a reduced size smart phone screen – enter the Mobile Website. These sites are produced to adjust and fit to the confines of a smaller screen and allow for easier viewing and linking to similar offers and pages. Take the two codes below, if you scan the one on the left you will be taken to our standard website and can see how the area needs to be enlarged quite a bit to be able to read. The code on the right will take you to a special offer and then allow you to learn more about Proforma through links to additional pages.

 

Special Offer from the U.S. Postal Service
The U.S. Postal Service will be running a promotion from July 1^st thru August 31^st where companies using a QR Code on their direct mail pieces will receive a 3% discount on postage. The Postal Service hopes to demonstrate that standard mail still has advantages over email marketing when it comes to grabbing and holding the attention of your prospects. According to a recent report done for the U.K.’s Royal Mail Service they may just be right. Contact us for a copy of this eye opening report.

If you plan on taking advantage of the Postal Service discount offer make sure you use a direct mail piece that stands out over the everyday postcard. Ask us about our plastic “View Thru” mail offering or one of our many other unique mailing pieces that will drive 35% more business your way than a standard postcard. If you are going to make the effort you should put the effort into the message.

Story-Telling

Marketing is story-telling, not the kind where you make up a fantasy world to entertain but the kind where you direct readers to learn and act on the information you provide.

Your story comes down to one thing – your message. The difficult thing many companies have is in solidifying their message across all fronts.

Too often we see one message on the website; another at trade shows and even another in the literature and collateral. While they mean well by “broadening” their reach to their clientele it sends mixed signals and never anchors a single message into your mind. In this crazy, busy environment that we live in, we are bombarded with messages every second of every day, coming from every direction. Providing a single, memorable message increases your chances of remaining in the minds of your prospects. It’s like the lyrics of a song, after hearing them several times they stick in your head and are easily recalled when you hear the song again.

Your marketing can do the same. A song is nothing more than a story put to music, your marketing can be a story put to promotion. The key is coming up with the “lyrics” that will be remembered and then finding the “melody” to keep it all together. Your lyrics are the key words and phrases used to describe your product or service. To remain memorable it’s important to stay away from industry buzz words or technical jargon. Buzz words and technical language are thrown around much too often, while they may make your message look smart, it’s not memorable. This is one reason why consumer products rely on jingles and tag lines – we remember them.  How about – “the quicker picker upper” or “kills bugs dead”, “good to the last drop” and more. I’m sure I just dated myself with a few of those but all are memorable and none used industry buzz words or technical jargon, unless you want to consider “picker upper” as technical. The wording you choose does not need to rhyme or roll off the tongue with elegance, it only needs to be simple and straight to the point, conveying what your product or service is best at doing. (more next time)

Best Bang for Your Buck

Not all marketing vehicles are created equal and it is amazing how powerful a simple promotional product can influence a prospect to simply put you at the top of their mind when it comes time to make a purchase.

The Advertising Specialty Institute (ASI) recently unveiled an updated version of its 2008 Global Advertising Specialties Study. This update reflects the current trends and impact that promotional marketing has on prospects and customers. The report breaks down the demographics and product category’s that are most influential.

To complete its research, ASI conducted a total of 3,332 online and in-person surveys, including interviews with businesspeople in New York, Chicago, Los Angeles, Philadelphia, London, Sydney, Toronto and Montreal metro areas.

The 2.0 study, a follow-up to the definitive 2008 survey, includes new demographic information on politics, ethnicity, gender and age, since knowing the likely recipient of products is paramount for an advertiser. This year, the comprehensive report also adds global markets and includes more products, such as automotive accessories and food.

. Among key findings, results show:

• Cost per Impression. In the U.S., the cost per impression of a promotional product stayed virtually the same from 2008 to 2010, at .005 cents.
• Product Usage. Bags have the highest number of impressions in a month, over 1,000, and over one-third (36%) of those with incomes under $50,000 own bags.
• Gender Preferences. Males are more likely than females to own shirts and caps, while females are more likely to have bags, writing instruments, calendars and health and safety products.
• Ethnic Preferences. African Americans have more promotional products on average (11.3) than any other group.
• Positive Reinforcement. Seventy-five percent of independent voters prefer consumer-branded products; nearly 1.5 times more than Democrats or Republicans.
• Identifying the Advertiser. Eighty-three percent in the U.S. say they can identify the advertiser on a promotional item they own.
• Influencing User Opinions. Forty-one percent of U.S. respondents say their opinion of the advertiser is more favorable after receiving a promotional product.
• Global Reach. Nearly two-thirds (63%) of respondents from Great Britain have received and kept a pen in the last 12 months. In the U.S., writing instruments are used the most often, an average of 18.2 times per month.
• Popular Products. The most commonly owned promotional products among U.S. respondents are writing instruments (46%), followed by shirts (38%) and calendars (24%).
• Promo Product Capital. Los Angeles has the highest average number of items owned, at 12.7.

At $0.005, the average cost-per-impression (CPI) of an advertising specialty item is less than nearly any other media. According to data obtained by ASI* the CPI for a national magazine ad is $0.045; for a newspaper ad, $0.029; for a prime-time TV ad, $0.018; for a cable prime-time TV ad, $0.005; for a syndicated daytime TV ad, $0.005; and for a spot radio ad, $0.058.

These statistics show marketers get a more favorable return on investment from advertising specialties than almost any other popular media, with a very low cost per impression, high recall among those who receive ad specialty items, and increased intent among recipients to make purchases from the advertiser.  

For the complete report, simply drop me an email at mike.beckman@proforma.com and request the report and I will send it to you.

ASI’s research studies are the most influential in the industry’s history, continuously cited throughout the B-to-B industry and across the advertising and marketing spectrum.

A1 – Even a Small Change

  I recently read a small bit of marketing information that made a much larger impact on my thinking. It’s amazing what you can come across in your daily reading that seems trivial at the time but the more it sinks in the more you get out of it.

 In this little one paragraph message was a hidden gem that speaks volumes when it comes to how we need to approach our marketing – the necessary mindset to forgo the “big” changes to see results. So now that I have you on the edge of your seat, what was this little change?

 A1 Steaksauce when originally brought to market was always kept in most people’s cabinets for use when it was “steak night”. After a little research on expanding its use they placed a small message on the top part of the bottle that expanded their message by 8 times, that’s almost 3000 additional viewings per person – per year.

 The simple message… Refrigerate After Opening.  With a simple market analysis, the people at A1 noticed that the cupboard holding their precious sauce was opened only one time a day on average, whereas the refrigerator is opened eight or more times a day by the average person.

 More views, brings more interest, which increases usage – the most basic principle of marketing.  A1 doesn’t need to be refrigerated, restaurants never have, and it’s always room temperature when sitting at your table. A simple invitation to place it in your refrigerator is all it took for A1 to get consumers to use their product on more than steak and increase overall sales and consumption.

 What small change to your marketing can you make to increase sales?

How Insane Has Your Marketing Been?

Albert Einstein was quoted as saying “Insanity: doing the same thing over and over agian and expecting different results.” Sounds like Albert could have gotten a job in marketing.

It’s amazing how many companies will continue to market the same way and then wonder why “nothing works”. They consider changing their logo, tag line and even their core message as a change in marketing. These “changes” are merely adjustments to their current marketing structure not changes in HOW they market.

All too often, corporate marketers feel forced to “keep it safe” to avoid getting reprimanded or even fired for trying something that “might not” work. Unfortunately, the opposite is true. They forget that the top people in their organization got to their positions by taking chances, pushing the envelope and trying anything that could make a difference in their careers.

The same goes when it comes to marketing. Just because the competition isn’t doing it or hasn’t tried it, is not an excuse for you not to step out and step up. Do you want to BE like your competition or BEAT them?

Right now the big steps have been in social marketing, everybody is clamoring to Facebook and Twittering away their time. 80% or more of the “Tweets” out there are never read and most Facebook fan pages average repeat visitors of under 5%. But it’s safe because everyone else is doing it.

Shake up your marketing by changing your direct mail from a simple postcard to an all-over printed envelope or a see-through plastic postcard. Utilize the new QR Codes and Text Marketing – people LOVE their cell phones and can’t stop themselves from reading a text – no matter what it says.

Stop the insanity and break free from following the “others” and become a marketing pioneer.

Color Your World

Color is an important and sometimes overlooked aspect of marketing. Blue is the most popular color when it comes to logo use because of its association to dignity and symbolization of loyalty. Companies like AT&T, IBM and Ford use blue to tie into the loyalty factor. Brands choose their colors specifically to enhance the message of their product and service, color representing a big part of feeling.

While many look at color very intensley when designing a logo, website and direct mail, many overlook the use of color in their everyday marketing projects. It’s very important to bring color into play not only with your leading marketing capital like brochures but also into the wearables and promotional giveaways chosen as well.

Choosing a complimentary color or utilizing the color of your logo to match these items can be the difference in simply remembering the association to a company or product or driving home the point. While there is no formula to go by when choosing color, there are some conditions you should try to avoid.

Utilizing the color of the competition is definately something to avoid. In no way do you want to associate your product or service to that of the competition – seems pretty straightforward but amazingly enough, done all the time.

By repeating the use of your logo color in everything from brochures to website to promotional items, you will cement a bond to this color as your brand. There will be no mistake when in an industry setting like a trade show, that if they see your brand specific color they think of you first.

Color your world and that of your prospects and customers – make them see your brand.

Fire Up the Iron

Rope ‘em; corral ‘em; and fire up the branding iron – the cowboy way of branding. These days it seems that some businesses have this style of branding confused with how they should be branding their business.  They have the idea that their logo IS their brand.

 Promotional products are one of the best ways to get people to remember your company. Various studies have shown people remember who gave them the promotional gift, that they keep it for an average of 3 years or more and they can be viewed between 2,500 and 15,000 times in a given year. Promotional products also provide a much higher rate of return when compared to other marketing, especially when it comes to cost per impression.

 The problem people get into is that they focus only on getting their logo imprinted on a product, any product, sometimes very cheap products. Simply adding your logo to a promotional item will get your logo out there but what does it say beyond that? Promotional products, just like any other media, need to be focused and contain a message to truly be effective.

 Everything from the product chosen to represent your company, the assumed value, its use and the color, all carry importance in providing a clearer message as they build upon your brand. Provide a cheap pen and you provide a cheap service. Provide an unmemorable message and be forgotten in the bottom of a drawer. Check out the May 10^th post – Put Some Weight Behind Your Marketing – for additional information.

 For today, just remember…Your logo is not your brand, only a sign of ownership. Your brand is a culmination of how you approach your prospects and customers with what you do and how well you do it.

Strike While the Fruit is Fresh

Occasionally, competition and a new product launch can be advantageous.  McDonald’s has recently released a new smoothie concept for their franchise and the reaction has been overwhelming, far exceeding their own expectations. They have even had to postpone a promotion where they had planned to give out free smoothies to the public because they are unable to keep up with the demand for the paying customers.

 Most would see this as a major blow to the smoothie chains, the big goliath taking down the smaller established competitors.  Not necessarily so if approached with the right mindset.  From 2007 – 2008 the smoothie was one of the most popular things going, sales went through the roof as people started taking a look at healthier alternatives. 2009 saw the slow collapse of the smoothie as the newness and appeal wore off.

 Enter McDonald’s and their deep marketing pockets and the smoothie is all the rage again. This is where smoothie chains need to dig in and work off this new competitor’s mojo. Making the smoothie popular again can and should have a tremendous impact on their own sales, after all it’s not like it’s a new drink. By re-popularizing an already familiar product, established chains can reap big rewards by re-introducing their brands at the same time.  Why stand in front of the wave when you can ride it?

 McDonald’s cancelled their free smoothie promotion because they are unable to meet demand. Smoothie companies that have been in business since the beginning should not have this problem, why not take the torch and run with it?  McDonald’s is offering only two flavors – Baskin Robins beat the competition by offering 31 or more flavors.

 It’s the standard fight or flight syndrome, if your brand is being challenged by new competition; use this new entry to your advantage and work off their leverage.  Don’t bother with comparisons or feature sets, just show your product in a new light and how it benefits the customer’s needs at a time where there is new interest.  Strike while the fruit is fresh.

The Perfect Seasoning for Your Marketing

Too often we are focused on the benefits and features that our products and services represent to “us”. Always looking internally, viewing what we think will best serve our prospects and customers. Unfortunately, this is all far too easy to do, after all our products and services are our main focus every day.

 Breaking free from “sizzle” selling can be done by stepping into the shoes of our customers. I know most reading this are already saying “we do this already” but the question remains – do you do it enough?

 The best way to get something to taste better is to add seasoning. Seasoning adds flavor and makes our food more enjoyable. The best seasoning to add to your marketing is “WHY”. WHY seasoning provides the added kick and flavor to propel your marketing to the next level of being customer focused.

 When stepping into your customers shoes you need to ask a minimum of five “why” questions to get deep enough to penetrate the true focus of your customers needs. Continually answering each question with “why” adds the tenderizer necessary to really begin selling focused on the outcome your prospects and customers want to see, not what your product or service offers.

 Once enough “why” seasoning is added you will begin to see a much more tasty outcome to your marketing and begin bringing more sales to the table.

Pleasure or Pain

 There are really only two motivations to do anything, we either act to seek pleasure or react to avoid pain.  A very basic human response to how we approach everything in life – including our buying decisions. By examining this simple concept you can develop a stronger push or pull to your marketing endeavors.

 Building stronger marketing based on this “pleasure and pain” principle comes down to two simple tracks – product based or customer based marketing.  You will need to decide whether you want to focus on the pleasure and pain avoidance your product represents or the pleasure the end user receives and the pain they avoid by using your product. While both sound like they do the same thing, they are vastly different when working on the execution.

 Choosing one or the other is quite simple and comes down to the personality type purchasing your product or service. Technology and “number crunching” oriented people are all about product specs and what it can do for their bottom line, focusing on how they can see data faster and clearer is a pleasure point to them. Reducing wait times, additional steps and working well with other processes will help them avoid their pain. Prospects and customers in more people oriented positions need to be shown how their personal lives will be better. Centering more on emotional responses in your marketing will help demonstrate the pleasure they receive and pain they can avoid.

 Once you start listing the pleasure and pain avoidance that your product or service can do, you will be able to develop a stronger focus on your target and let your product/service sell itself and cut down on the self-serving attitude that is prevalent in most marketing.