Grow My Company

10 ways to use QR Codes in your marketing

2D codes, or QR Codes, as they are becoming more commonly known, are two dimensional barcodes that are easily generated through a variety of web services and can be scanned with a barcode reader on a smartphone to take the user to a web page. 2D is the general category, but there are many kinds. Among them are Microsoft Tag, Datamatrix, EZ Code, QR Code, and others. Calling them all QR Codes is like calling a bandage a Band-Aid or a tissue a Kleenex.

Most people have probably seen them, but many still don't know what they are. Marketers are finding ever-greater ways to incorporate them into marketing by making it easier for a user to reach a particular page online. Let's face it, it's easier to scan a code than type a URL, so let's review some of the practical applications for QR Codes.

1. Add one to your business card. Think about how many cards are handed out at events and tradeshows for example. If yours contains a QR Code, later on, when the user scans it, you might have an advantage over the rest of the business card stack when the contact lands at your LinkedIn profile, and sees your photo and complete skill set.
2. On printed product literature. Think about the added convenience when you make it easy for a potential customer get more information and/or place an order.
3. Make it worthwhile. Entice the user to scan the code for a special message, information, video, or giveaway.
4. Within webinars or presentations. Use them for a little something extra that isn't accessible to non-atendees.
5. On t-shirts. My first experience with QR codes was a couple years ago at PodCamp Western MA. The code on the t-shirt given to all attendees lead us to a webpage where people uploaded all their media following the event, including videos, photos, and blog posts.
6. In ads. This is a great, easy way to get prospects to a particular web page from within a print ad. I've seen them on billboards too, but I wouldn't encourage you to do something that entices drivers to take their attention off their primary responsibility.
7. In a retail store. How great would it be to be able to go to an instant coupon while you're in a store? That's so much easier than clipping coupons and remembering to bring them with you.
8. For events. A QR Code can send potential attendees right to the EventBrite sign up page or a place where they can get more information.
9. For reservations. A hot, new application at 2011 SXSW makes it possible to users to scan a QR code to save their place on a restaurant waiting list.
10. For instructions. Think about how much greener it would be for people to read, for example, instructions for something they purchased by simply scanning a QR code on the product packaging rather than having to print and insert instructions within the packaging.

One very important factor however; if you plan to use a QR Code in your marketing, make sure that the landing page is optimized for mobile use. Little will frustrate your users more than a busy page with lots of unnessary images.

- Christine Pilch

Turbo Tax nails their position and branding

We're right smack in the middle of Turbo Tax's season, and boy, do they ever understand their own branding. They have positioned their product as the premiere do-it-yourself tax software and created various versions to accommodate personal needs. What really impressed me lately though is the tagline that they've been using in their advertising:

Choose easy.

I am not sure if that tagline is new or if I've just noticed it, but those two words do exactly what a tagline should do, nail down the customer benefit. Here, Turbo Tax captures the essence of one of their primary customer benefits, making it easier to do your taxes. You know what you get, your taxes done as easy as possible. What a relief! That is a powerful motivator to buy their product.

TurboTax has a very small window to make their money, and they have pulled out all the stops to make the most of their season. I haven't seen a mis-step yet. Whoever is guiding their brand strategy is right on the money.


by: Christine Pilch
Christine@GrowMyCo.com
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Why throw money out the window with bad ads?

I recently saw an ad in a business publication introducing new attorneys who had joined a law firm. I read like this...

Good for them.
Good for us.
Good for you.

We're proud to announce our continued growth with the following additions to our Firm.
(Let's not even bother griping about the misuse of capitalization of "Firm.")

Attorney #1's name
formerly of (competitive firm)

Attorney #2's name
formerly of (competitive firm)

Attorney #3's name
formerly of (competitive firm)

Attorney #4's name
formerly of (competitive firm)

Attorney #5's name
formerly of (competitive firm)

 

Name of firm
URL

Cities

That's it. That's the whole ad. There are many problems with this ad.

First off, how can I tell if I could use the services of one of these attorneys when I don't even know what kind of law they practice? Why would I hire one of these lawyers? What do I get? Why them? Good for me? How? Why?

This ad shows no distinction between this firm and all the rest. There is no incentive for me to do business with them. And even if I did want to hire them, there is no contact information, so I would have to go search for it.

This ad seems to be entirely about gratifying egos... egos of the lawyers who get to see their names in print and egos of those in charge at the firm who hired them. Unfortunately, who cares?

What a wasted opportunity and a waste of money. An good introductory ad shows the benefit clients get from hiring someone. Productive ads turn things around from boasting about you, to demonstrating what your clients get, because that's all they care about. They don't pay attention to anything that doesn't benefit them.

And finally, why on earth would a law firm advertise their competitors by listing them in advertising, thereby giving them credibility? This firm may as well have taken out an ad thanking those firms for doing such a wonderful job of training these lawyers.

I'm sure that the point of listing the names is to let clients and prospects know where these lawyers can now be found, but client relationships are typically built with an individual lawyer, not a firm. Clients know who their lawyer is, so what is the point of listing the competitive firms that these lawyers came from?

Unfortunately, I see an awful lot of advertising like this, designed by people who don't understand positioning and the psychology of marketing. The good news though, is that such advertising makes it a lot easier for me to do my job and help my clients market against such companies.

by: Christine Pilch
Christine@GrowMyCo.com
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Image Credit: Microsoft

Are you flushing money down the drain?

It never ceases to amaze me how much money is wasted on ill-advised business decisions. As an professional, are you not amazed at the vast number of people who make important decisions without the advice and counsel of a knowledgeable practitioner?

Imagine all the wasted money...

As much as I have an aversion to being the bearer of bad news, wasting money is exactly what many service professionals do every time they approve of any advertising or promotional printing without first asking the right questions. Yes, as conservative as you may be, you too could be guilty of flushing money down the tube.

To put an end to this money dump you can begin by asking one simple question, “Why?”

Why am I spending this money - what is it going to do for me - and how do I know that?  Could I spend the same money somewhere else and get better results? Why do I really need a thousand, twenty-nine-cent pens with my name on them? Why am I spending hundreds of dollars placing an ad in the local paper? Why would anyone read it, immediately pick up the phone and call me?

But wait! There are even better questions to ask.

Since there are only 3 ways to grow a business,

1. Get more clients
   
   
2. Charge more per client
   
   
3. Get more repeat business

The real question should be, “Which one of these areas does any of my expenditures address?”

Always remember, if you increase any one of these areas you can grow your business fractionally. And if you increase all three areas you will increase your business exponentially!

Ads can work to get more clients, up-sell current ones or bring them back more often, but they have to be well-planned and have a specific purpose. They also have to attract the right audience with the right message and be in the right place at the right time.

Effective ads have to be credible and portray your firm with a well-thought-out, intentional image. Your prospects have to unconsciously understand the answers to three questions before they continue to have any interest in your advertisement. Does the person writing and designing your ads know this?

The viewer of the medium in which you spent your hard-earned money, determines in milliseconds whether to notice your ad, begin reading it, evaluate whether it is of any value to them and decide what, if any, action to take. Do you have the advice and counsel of a knowledgeable marketing practitioner who knows this?

To add confusion to an already complicated attraction process, some ads simply attract your attention but are of no intrinsic value. They may be interesting or entertaining on some level but don’t make people interested in purchasing what they are pitching. Your brain quickly determines:

• Who is the ad speaking to? - Is this ad of any interest to me?
  
  
• Quick, what do I get? - If I don’t immediately understand how I will benefit, I’m out of here - you lost me.
  
  
• Why should I buy it from you? - Is there some compelling reason that you are the best resource for this product or service?

Do you try to save a few bucks by creating your own marketing plans and advertising materials? Do you look for someone that will do it for the least amount of money? Do you get it for free from the publication?

If you’re still imagining all the money that is wasted on ill-advised business decisions by the vast number of people who make important decisions without the advice and counsel of a knowledgeable practitioner – think about the multiplying effects of any money spent when working with a talented and knowledgeable marketing advisor.

Drop us a line, we happen to personally know of two extremely talented marketing advisors that come “two-for-the-price-of-one.” And we can promise you this - we would never allow you to flush money down the drain again.

by: Dennis Kunkler

Dennis@GrowMyCo.com

Image Credit: Microsoft

When your ad agency doesn't understand branding

"Branding," is a popular buzzword that is often misused by people who don't understand what it actually is. It's not surprising that many business owners don't quite understand what their brand is, but it's a sad day indeed when an advertising agency doesn't get it. Unfortunately, that happens pretty often.

I recently saw this ad for an advertising agency's "branding service," and I just shook my head. This agency wants your business, and they may have a talented graphic designer who can make your materials look attractive, but this ad isn't actually about branding, so if they don't get it, how can they help you?

Your brand is the sum total of your clients' and prospects' experiences with your service. It's what they feel when they hear your name or see your logo. The physical aspects named in the ad are elements of your brand, but they are not the brand itself.

This blog is full of posts about what a waste of money it is to change your phyical look and expect that your brand will change. By themselves, a new logo, stationery package, and all the rest of the items listed in the ad to the left will rebrand your business about as successfully as changing the carpeting and window dressings in your office would.

The only way a company can rebrand is to change its clients' experience. You must change the way your clients feel they are treated in every interaction with your company. You must establish a different or higher expectation and uphold it in all client touchpoints.

Once you have made your core rebranding commitment, repositioned your company, created a position and value statement, and all stakeholders are onboard and trained, only then can you successfully change the graphics that represent your company to appeal to the target clients identified in your positioning.

If you change your logo and other associated graphic materials before repositioning your company, who will those graphics appeal to? Only the egos of your company's partners and administration.

Please don't be fooled into thinking that a new graphic look will change your brand. If someone tells you differently, you might want to go shopping for a new marketing/advertising company.


by: Christine Pilch
Christine@GrowMyCo.com
On LinkedIn
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Beware betraying your brand

There was a very insightful article in the November 10th issue of Advertising Age, To Rebuild, GOP Must Tear Down Its Brand and Return to Core Values. It states, "The party has to actively do what any good brand should do: Get back to basics and rally around its core values."

This article is about getting back to the Republican Party's position. It blames the party's overwhelming failure in the 2008 election on its departure from the core values that solidifies its base.

Have you been true to your brand? Do you know what is most important to your clients, and do you consistently deliver it? Have you forgotten about what your clients value?

It is easy to stray without a solid position statement. If you need help with that, I would be happy to work with you. Once you determine your market position and distinction, then you can create messages that resonate with your target clients, messages that they will be attracted to and pay attention to.


by: Christine Pilch
Christine@GrowMyCo.com
On LinkedIn
On Twitter

Image Credit: Microsoft

Back to basics - how to maximize ad dollars in a tough economy

I am hearing many tales of woe from businesses lately. There is a prevalent sense of fear and doom that is causing even the most successful companies to tighten their belts and brace themselves for worsening market conditions. 

When someone comes to me and asks what they should be doing to bring in more business, I suggest that their first action should be a review of their current marketing and how successful it is right now, not how it performed in the past. If current market ing activities aren't paying off, it's time to stop the bleeding and reassess.

• Who are your optimal, target clients?

• What do they get from your service?

• Why should they retain your company instead of another?

The answers to these questions lend insight into your market position. They help you to determine how you are uniquely qualified to fulfill a particular client need and create your distinction in a crowded marketplace. This will also help you find ways to add value to your service that will further separate you from the pack of competitors.

After this positioning work is done, you can create fresh marketing messages that will attract the attention of the right targeted audience because they will address something that those people value. You will be able to rise above all the clutter and all the noise because, just as we are all very adept at filtering out what doesn't interest us, we are also acutely attuned to messages about things that do interest us. When you offer a solution to a problem, relief of some pain point or gratify some need, people will listen.

If you're frustrated by the return on your advertising investments lately, maybe it's time to reevaluate your target prospects to determine how you can uniquely fulfill their needs. This can give you the tools you need to create marketing messages that work and maximize your precious advetising dollars right now.

 

by: Christine Pilch
Christine@GrowMyCo.com
On LinkedIn

Image Credit: Microsoft

Newspaper circulation decline forces advertisers to look elsewhere for return on investment

There was an interesting article in the New York Times on Monday, Oct 27 called, “Newspaper Circulation Continues to Decline Rapidly.” The article cites a 5% drop in readership in the spring and summer of 2008 from the same time period in 2007. It also states that most alarming is a sharp drop in Sunday sales, which is the day newspapers traditionally make the most money through sales of circular insertions and increased display advertising.

All of this is hardly a surprise to savvy media buyers who have been steering their clients away from this dying medium over the past several years. Despite the dismal numbers, newspapers continue to increase advertising costs at a rate of about 3% per year. The product is suffering from reduced writing and editorial staff, and readership is shrinking, yet daily newspapers continue to raise rates. So you, the client, get less and less, and pay more and more. This vicious circle seems futile, doesn’t it? If you continue to spin your wheels, paying for unproductive newspaper advertising, maybe it’s time to stop the bleeding and work on other, more effective tactics that have a significantly greater potential payoff.

• Spruce up your website if the content is dated
• Start blogging
• Join LinkedIn.com and develop a rich profile and network of connections
• Dabble in Twitter.com
• Participate in community & charitable activities
• Write an article
• Volunteer
• Join a professional networking group
• Send out prospecting letters; then follow up
• Become active in your local Chamber of Commerce
• Write a press release about something relevant to your business
• Speak at a function or group meeting
• Take a client to lunch, drinks, dinner, or sporting event
• Teach a class at your local college

Many of the above marketing tactics cost no more than your commitment and time, and most of them, if done well, will be much more effective that your tired, old newspaper ad that appears in front of the same dwindling audience week after week.


by: Christine Pilch
Christine@GrowMyCo.com
On LinkedIn

Image Credit: Microsoft

A depressed economy is the perfect time to make a deal

Many businesses are watching profits dwindle while expenses continue to grow. There is, however, a bright spot on the horizon for those who make a commitment to continuing to spend money on advertising. There are incredible deals to be had if you're not afraid to bargain.

Keep in mind that the economy is an equal opportunity oppressor, so your local media are likely as strapped and scared as you are about the future. I am hearing from my media contacts that T&E budgets have dried up, and there is lots of space that can be had on the cheap.

It's time to sit down across the table from your media reps one by one and negotiate. They have excess time and space, so you can make an offer to fill that at a discounted rate. If you have a current buy in place, and they won't budge on the rate, it is a reasonable alternative to request upgrades. Ask if your morning news spot can run in evening news. Request that an evening news spot run in prime. Ask for upgraded placement of print ads too. How about spot color for the black and white price? Remember that you're now the loyal client who hasn't deserted them when times were tough. This is relationship-building time.

I had lunch with the General Sales Manager of a local TV affiliate last week. I didn't have any new business to spin her way, and I didn't want her to use any of her dwindling T&E budget, so we agreed to split the check as friends. We enjoyed each other's company, caught up, and strengthened our relationship. It was an investment in the future.

There are fantastic advertising deals available now if you're willing to continue to invest in your marketing. Remember however, that a me-me-me message without any client benefit and value-added will simply waste your money. Go back to your positioning and invest wisely.


by: Christine Pilch
Christine@GrowMyCo.com

Image Credit: Microsoft

How marketing is a lot like fishing

August is a great time to get away for awhile and go down to the “‘ole fishin’ hole.” And as we all know, fishermen can certainly come home with some very interesting stories. Have you heard the one about the motorist who, traveling within a group of fast moving traffic on the highway, was pulled over by a police officer? When notified that he was speeding, he asked the officer, why he was singled out of at least a dozen other vehicles all traveling at the same speed. The officer asked, “Ever go fishing?” The motorist responded “Yes”. The officer then asked, “Ever catch them all?” - Doh! That’s an eye-opening lesson for all of us who are sometimes lulled into thinking there is safety in numbers. That officer could spend his entire day using that technique and rack up quite a few in his net because he knows exactly how to catch what he’s looking for. Recently, while relaxing on my boat I was watching bass fishermen participating in a fishing tournament. These guys are real pros. They are armed to the teeth with the latest and greatest tools of their trade – hi-tech boats, rods & reels, lures, bait, fish-finder scanners, anti-glare sunglasses, GPS maps and location markers. While watching them and appreciating the things they were doing, it became very clear to me that these guys can teach us a lot about marketing. After all, like any marketer, before they can catch any fish - they have to first attract them. Fishermen (and fisherwomen) realize their job is to know their customers’ every want and desire so they can offer it right back to them. With fish as their customers, they have to understand where to find them and what they like to eat. They must know where they like to hang out at different times of the day – under fallen trees in the shade, in the shallows under the lily-pads or deep, next to a steep drop off. And, they have to know their food preferences - what they like, when they like it and how they prefer to be served. Lastly, to win, these tournament fishermen have to develop their individual techniques to a degree where they know not only where to find the fish and what attracts them, but how to catch and reel them in and how to land them in the boat better than all of their competitors that day. Marketing is exactly that. You’ve got to understand the kind of client you want to attract and do your research to understand who they are and what they want - where they hang out - what publications or media they frequent - what you’re going to offer that will attract them, and what is the best way to reel them in while building their confidence so that they like and trust you. Therefore, the next time you’re thinking about going fishin’ for more clients, remember this, you can’t just stick any ‘ole ad in the newspaper and expect to pull in a whopper. Otherwise, all your stories will be about the big ones that got away. By: Dennis Kunkler