Tag Archives: customers

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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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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Creative strategies that lead to good advertising

 The purpose of creative strategy in brand advertising is to position the product.

Correct positioning has more effect on sales than any other step.

Positioning is placing your product uniquely in the customers mind. It is setting the product apart from its competition in the mind of the consumer.

Positioning is the result, strategy is how you get there.

What about brand Image? The image of a brand is the products personality beyond its physical characteristics.

Creative strategy 

  1. Objective
  • Clear statement – the position you wish to occupy in the consumers mind
  • The essence of positioning is sacrifice – you can’t be all things to all people
  1. Target Audience
  • Paint a three-dimensional portrait of the consumer
  • Demographics are a start but go further and describe the consumers’ attitudes, personality, lifestyle etc.
  • Include the competitors we must replace
  • The target market is a key strategic issue. Do research
  1. Promise
  • Search for a promise of benefit to the customer
  • What is the benefit of the product to the consumer?
  • A good strategy always leads to a consumer promise
  • A benefit on which to build the advertising
  1. Support
  • Can you give the customer a reason to believe the promise
  • A reason why can help support a product benefit
  1. Tone and Manner
  • Search for a distinctive tone for the advertising
  • Tone helps build personality
  • Personality helps separate brands from their competition
  • This is the area where brands are built. Make every effort to separate brands from competitors.

For more information about our work or us, visit jarvismarketing.com.au

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