Tag Archives: business

QR Codes – Are they dying a slow and painful death?

If you’re a marketer or have paid any attention to digital trends over the past few years you’ve most likely heard of QR codes and maybe even used them. For the benefit of those who haven’t: A QR code – short for Quick Response code is essentially a square barcode that can be scanned and read by anyone with a smartphone with a camera and compatible app. The QR code can then direct your mobile device to a website link, video, image or file, check you in on Facebook, enter you in a competition, add items to a shopping cart and more!

QR codes have been used in mainstream marketing  for a number of years now but haven’t ever really taken off like some may have predicted. It’s not really the poor QR codes fault, the technology works but the application of them is generally poor.

Here’s a few things to consider before using a QR code:

1. Does it make it easier to access the information?

The main issue with QR codes is that they’re mainly used to direct customers to a website when it’s far quicker and easier to just type the url  into your web browser or search the company than download an app (or open it if you’ve previously downloaded) and then scan the code.

qr code instructions

2. Is it easy to scan?

A giant QR code on a billboard might seem like a good idea (or not) but how are people meant to scan it as they’re driving by? Just simply take your eyes off the road, download or open the app, stick your arm out your window with your phone out your car window, attempt line up the code from 100m away while moving and scan it all the while trying to avoid crashing your car and hopefully you’ve done this before you’ve driven past the billboard.

QR Code billboard

The same goes for on moving objects like the outside of buses or trains. Do you really want your customers to get run over? And to a similar extent TV commercials. By the time you’ve opened the app the ad is over, it’s a great way to frustrate your customers.

ebay_bus_qr_code

3. Can they view the content?

While a QR code in a magazine sounds like a much better idea then the above options, you must think about where the magazine is in circulation. If it’s an inflight magazine then how can the viewer see the content it directs them to when they have no access to internet? Some flights do now have wifi onboard but currently this is not readily available on commercial flights. Yes, people can take the magazine with them, sure I’ll just add that to my pile of inflight magazines sitting on my coffee table (correct me if I’m wrong but who actually does that?). The question of content also applies in places where there is no mobile reception such as subway stations.

4. Is there a better alternative?

The problem with technology trends is everyone wants to get on board, just to be seen to be cool and trendy. You must think before putting a QR code on any advertising medium, is there an alternative that. Among the most ridiculous examples of this are QR codes in emails. Firstly many people read their emails on their phone now. I’m not sure how you’re supposed to scan a QR code with your phone if the QR code is on your phone!? I know many people receive emails on their computer so they could scan the code with the phone off the screen right? Right, but why not just put the link in the email so they can simply just click it instead!?

5. Do people know why they should scan it?

Tell people what the QR code is directing them to or what it’s for. Is it going to direct them to like your facebook page, open a video, download a coupon to redeem. Let them know why they should scan and where it’s taken them. It’s also good practice to include another option other than scanning.

6. Is it worth scanning?

Give people a reason and a benefit to scan. Is it worth them downloading an app or getting out their phone to scan it? If it’s simply just your website url then the answer is no, probably not.

7. Have you checked the link?

Make sure it’s not a broken link and works on all mobile devices including android and iphone. Other things to consider… Are you directing your customers to a mobile friendly website? Does the link work?

So the next time you’re thinking about slapping on a QR code on something just think about it.

It’s not all bad news for QR codes, here’s some examples of QR codes that redeem their not so well thought out counterparts:

I believe one of the best and most successful uses of QR codes was Mastercards Priceless campaign using QR codes onYankee stadium seats placed around New York.

QR codes used to make life easier in Taiwan:

New York Central Park “World Park” turned the park into an outdoor mobile museum.

A clever use of QR codes to animate a static print add instead of just linking a video

So what’s next? A number of companys have come up with alternatives, notably touchcode which requires an additional invisible layer to be printed on to the material. According to the creators it’s both cost effective and easy to implement. Once the additional layer has been printed on the item users can simply touch their phone to it and access the information.This does away with having to line up the code and scan but does require additional process unlike QR codes.

Whether this will become a viable replacement to QR codes remains to be seen. One thing is for sure there will always be new technology and as a good marketer your job is to decide whether there is a good reason to use it.

By Daniel Martinovich

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Advertisements
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Where should you place your advertising?

There are so many advertising mediums. This can be the most confusing step for any brand manager or anyone in business.

Where you place your advertising should be based on a simple principle.

Go where your target audience is most likely to see, read or hear it.

There is no single medium that is good or bad. All will reach an audience.

Simply put, the medium or mediums to use are the ones that fit your advertising objectives reach your target market and fit within your budget.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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What should your advertising say?

Make your offer interesting

Translate the interesting elements into meaningful benefits

State your benefits as believable

Get the prospects attention

Motivate your prospect to take action

Communicate clearly

Measure against you plan

 

Once you have worked all this out hire someone who knows how to write and produce ads to make yours. Not a PR firm. Not a designer. Not a printer. Not a media business. Not the publication. Not the radio or TV station. A marketing and advertising agency that knows what they are doing and have a track record.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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What is advertising?

 Advertising is about helping people make choices, the right choices; by informing them about the benefits of products and services.

Advertising is about attracting attention to a product or service – The art of persuasion.

75% of buying decisions are made by headlines alone.

 

Communication vs. Advertising

Communication is merely reporting the facts.

Advertising is the art of persuasion, so it calls for more than facts.

Gain attention by expressing the product in a vivid fresh way that produces an emotion in people and that bring facts to life.

Headlines deliver a promise of benefit to the consumer and when combined with visual images and descriptive sub copy can place the product uniquely in the consumers mind.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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Selling is not just SELLING!

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(Image: Graphic Design Junction)

“People love to buy things, but almost no one wants to be sold.”

Thousands of people are eager to buy what you sell. They want the benefits, the convenience, the comfort or prestige that you can provide. Human beings are an acquisitive bunch! We want stuff!

The “desire to acquire” goes deep, and it’s a good thing.

So, if you aren’t making the sales you would like, let me suggest that the problem is not with your customers, but with you. The problem is likely one of the following:

1.  Not enough potential customers know about you or that your product could enrich their lives. This is a marketing problem, and as a business leader it is your job to solve it. Let people know! Get out there and get in the game!

2.  Or, the other possibility is that you’re trying too hard to “sell.”

Personally, I have a deep-seated aversion to being “sold” anything. I see websites that seem manipulative or dishonest. I see sales techniques that fail to build trust or credibility, and they do not attract me.

But people are eager to buy benefits! They buy solutions to their problems. They buy things that make their lives better, easier, simpler, healthier or more comfortable. They buy stuff that makes them happy. And they buy from people they know and like and trust.

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(Image: Viralblender)

If enough people “know and like and trust” you, they will listen when you offer a product or service that makes their lives better. If they “know and like and trust” you, they will flock to your door and you’ll make all the sales you need.

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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Independent advice

There are so called advertising experts everywhere. It is one of the only professions where you don’t need some sort of accreditation or licence to operate.

One simple rule applies. Are they independent?

Whatever you do avoid listening to a rep peddling a particular medium. They are being paid to sell that advertising medium so will never offer independent advice.

No amount of razzle-dazzle, flash presentations, graphs, research and spin should convince you of anything.

OBTAIN INDEPENDENT ADVICE – should I repeat that?

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

 

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Working on your Marketing Budget

Take stock!

This means work out exactly how much you are spending on marketing and advertising.

Review everything that is remotely about marketing and communications in your business.

It is going to be a scary exercise but be brave. Include people, yellow pages, messages on hold, the corporate box, sponsorships, donations, and all the trade press advertising you have been sold over the years under the name of branding. Also review promotional products. Do you really need to give suppliers a stubby holder, mouse pad or pen that last a day or two. Even events where everyone gets to drink and eat at your expense.Do you really need to go into every feature that is produced for your industry?

You get the idea. Now do this first!!!!

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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Should We or Shouldn’t We!

Times are tough, or so we are told. I prefer to think of the current business climate as the greatest opportunity you have as a business to gain market share on your competition.

Most managers weren’t around for the last re re re recession. That word is hard to say for most of us that survived it, maybe even prospered through it.

In good times loyalty is only questioned in business relationships if you do something wrong. In tough times everyone is looking for an edge and many business relationships come under the closest scrutiny.

So opportunity exists right now, and when there is opportunity you have to be out there communicating with your target market not hiding away and bunkering down.

But, I hear you say “we have to cut the advertising budget by 10%, 20% or maybe even 30%”.

Work out exactly how much you are prepared to invest on advertising and building your reputation and the return you are expecting from it. The return you get from advertising is in direct proportion to the thought and planning you put into it.

 

For more information about Jarvis Marketing, our staff, our services and past work please visit our website

 

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Brand Value

Business Directors realise that brands like never before are the single most valuable asset a company has. Whether local or national, in today’s world there are more products and much less product differentiation.

Competition is coming from all sides, fuelled in part by the ease with which brands can cross borders. On top of that, there is less room to manoeuvre because the media is extremely cluttered.

The brand is the totality of what the consumer experiences. When the consumer walks into your office, calls you on the phone, sends an email, looks at you online, opens a piece of print communication, sees a sign, reads or sees an advertisement.

Good advertising can build brands but in the world we live in, the world where every point of contact builds the brand we must have a consistent brand image.

A strong brand image is critical to growing market share.

A consistent brand identity whether a product, project or at a corporate level is an investment that is critical to your growth as a business.

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