Integrated Marketing Archives : Page 3 of 3 : Persona Design

Has Your Brand Leveraged Mobile Marketing and mCommerce Yet?

November 30, 2012/0 Comments/in Brand Strategy, eCommerce, EProducts, Integrated Marketing, Interactive Marketing, Marketing, Mobile, Mobile Commerce, Online Marketing, Smart Phones, Social Engagement, Social Media /by Lorraine Carter

Four out of every five smart phone users in the US accessed retail content on their device in July 2012, with the retail giant Amazon receiving 49.6 million visitors via mobile devices alone.

Among all interactive marketing platforms, mobile marketing is expected to grow 38% over the next five years with an estimated $8.2 billion being funneled into it by the year 2016. This rapid shift in consumer behaviour is too significant for brands to ignore and survival depends on the ability to adapt to this very dynamic retailing environment.

As Smart phone apps, social media, mCommerce, digital wallets and mobile enabled websites become much more mainstream, there is a rapid need for new thinking and entirely new marketing strategies to capture and leverage this growing and extremely lucrative market.

Brands who best understand consumer behaviour as they engage in mobile interaction will be in the best position to capitalize on the shift in market dynamics. Critically, brands that are early movers and embrace mobile marketing are much more likely to boost bottom line profitability and lead with greatest market share.

Connecting with your Customers 24/7

Adapting to mobile marketing is not as easy as it might seem. The multiple different ways you can communicate with your target audience is vast and growing everyday as new social platforms and apps are launched to market every week.

However the ability to connect in a meaningful way has become increasingly sophisticated and challenging for brands. Customers have a bewildering array of choice. Now its about how you cut through that barrage to attract their attention, give them something they want on their terms and continue to build your brand relationship and meet their needs that is a critical part of the brand strategy mix.

Customers are now connected 24/7, if they choose, through hand held devices such as tablets, mobile devices and particularly smart phones. Shopping, banking, entertainment are just a click away and the ever-expanding array of functions each of these has to offer has led to a massive shift in brand interaction through how and when people buy. Online buying behaviour is very fluid and dynamic.

Consumers now demand seamless interaction across all channels. Brand touch-points through all mediums are now expected rather than seen as a value-adding benefit. Customers want to interact with brands on their own terms and increasingly develop affinity with brands that provide a ubiquitous view of purchases, loyalty points, social media tie-ins and customized experiences. Personalized and location-based marketing techniques are moving from ‘desirable’ to ‘essential’.

3 Tips for Understanding the Right Mobile Strategy for Your Brand

Mobile marketing is not only necessary to meet new customer demands, it also provides brands with a variety of additional marketing tools to drive expanding business needs.

1. Mobile: The Service Enhancer

Apps can be a powerful way to enhance your core product or service and help develop closer relationships with your customers.

Apps such Bank of Ireland’s online banking App, or the RTE player App which allows users to view their favourite shows on the go makes the brand’s core service more attractive to customers. As a result, the mobile application is likely to increase the level of brand-customer interaction and boost brand loyalty.

2. Mobile: The Brand Enhancer

If your aim is to create an app for brand building then you must make it an integrated high engagement component of a wider marketing strategy. Coca-Cola developed a highly integrated brand experiences that encouraged customers to embrace mobile engagement in coordination with offline marketing activities in Hong Kong called ‘Coca-Cola Chok! Chok! Chok!’.

3. Mobile: The Business

Retails brands, particularly those who engage in online selling should explore developing a fully integrated mCommerce strategy and optimize the experience across multiple platforms, for both mobile websites and apps.

Amazon encourages customer interaction via laptops access as well as through apps on multiple mobile devices. Each touch point allows customers to browse, shop, compare prices, read reviews and share products with friends. Amazon adds value to the customer experience by giving them full access to their existing shopping basket, wish lists, payment and order history across every device they use. Shopping on Amazon has never been easier for the customer and the retailer has the profits to prove it.

The Starbucks app uses the smart phone as a loyalty card, making it easier to manage balances and reload money. In some stores, the mobile device can actually be used to pay for purchases. One of the highlights of this app is the ability to create personalized drinks.

Going Mobile? What you need to know

26,000 Apps were submitted to iTunes App store in the first seven months of 2012. With the explosion of Apps in the market place many brands waste huge sums of money investing in an over crowded marketplace. Apps like any digital initiative must be ground in clear strategies that harness specific business needs and user interests.

Whether creating a brand App, developing a mCommerce strategy or fully utilizing a mobile-enabled website, brands must begin by analyzing customer behavior and establishing goals for their mobile strategy. Understanding how to leverage data analysis and reporting to help build a great customer experience is key to becoming successful as a ‘mobile’ brand.

If we have learned anything from Social Media marketing in the last number of years it is that understanding the analytics is key to maximizing ROI. The number of fans, comments and click-throughs do not necessarily translate to bottom line results. Geo location data and advanced analytics need to be incorporated into mobile strategies to understand segments, influencers and customer behaviours.

What is the value of mobile marketing to your brand?

Brands need to develop a clear understanding of the mobile experiences’ value proposition to customers and the potential impact on the core business. Is the mobile experience going to be an additional sales channel? Is it going to enhance the in-store experience? Is it going to increase customer engagement with the brand and build loyalty?

The most important word to consider when adapting to mobile marketing is integration. Mobile marketing and mobile advertising for brands can only be truly successful when it becomes fully integrated into your overall brand strategy. It can be an incredibly powerful tool when it harnesses the synergy offered by linking with the other marketing touch-points. The mobile landscape is changing rapidly. Do not be the brand that gets left behind.

• Have you strategically integrated mobile marketing into your brand strategy?

• Could an ecommerce strategy help grow your bottom line and extend your brand reach?

• How are you going to leverage mCommerce in the coming year to grow your business?

4 Top Tips in Social Media Trends and Brand Strategy Planning for 2013

November 20, 2012/0 Comments/in Brand Strategy, Brand Voice, Branding, Customer Engagement, Facebook, Integrated Marketing, Interactive Marketing, Linkedin, Marketing, Mobile, Online Marketing, Pinterest, Return On Investment, Smart Phones, Social Engagement, Social Media, Twitter, YouTube /by Lorraine Carter

It is hard to believe there are only a number of weeks remaining in 2012. Harder still to understand how in the months since 1st January 2012 the business world has had to adapt and react so rapidly to the ever-evolving social media whirlwind.

The increasing sophistication of the applications themselves was expected but the new ways in which they have be utilized by brands and how it has impacted on the very nature of brand and customer behaviour has surpassed even the most optimistic forecasts.

That said, even social media brand champions don’t have time to be complacent with new trends in social customer behavior and applications already emerging for 2013.

In an attempt to stay somewhat ahead of the curve, brands needed to recognize the shift in consumer behavior on social media sites and be proactive in adapting their own online activity accordingly. Here are some social media trend tips that will increasingly affect brands in 2013.

1. Image Heavy Content

From image specific social networks like Pinterest, to image uploads on the likes of Facebook, pictures are sparking engagement by audiences of all ages and demographics.

Although relatively new to the market Pinterest is now the 3rd largest social network, followed by image-centric Instagram. Brands need to respond to online audience behaviour. Engage your customers by making brand congruent image-content a focal element of your strategy.

Free People clothing capitalized on their customer’s interaction on Instagram to create an engaging social campaign that transferred into offline sales. The brand attached individualized hashtag cards to its jeans. On the cards, customers were encouraged to take a picture of themselves in the jeans, post the photo on Instagram, and tag it with a specific hashtag.

The brand ended up with significantly increased brand engagement as hundreds of great customers photos appeared not only on their own feed but on their follower’s feeds too. The brand selected some of the images to appear on their website, turning its customers into models and engaging with its community in a creatively impactful way, all of which converted into increased sales.

2. More Authentic Voice

By their very nature social network profiles, even those of brands, should reflect the social element of the communication tool. Brands who respond to customers with a tone that reflects that of an actual person, and not an automated system, not only initiates a much better response with customers but can actually enrich the brand experience. Use of humour by brands in their posts has shown to elevate the level of engagement with customers too. A cautionary note though, humour should be used judiciously and congruently with what your brand stands for and is associated with.

3. Evolving Platforms

You might feel that your brand has got a handle on some of the more prominent social networks, and then they evolve, requiring a shift in social content element of your brand strategy.

The last few months has seen significant changes for Brands who utilize Facebook as a tool for brand development and customer interaction. When brands post on their page, it may only reach a limited amount of the people that Like that page. Facebook have now launched Promoted Posts which help increase the people you reach, for a fee.

Brands can now promote their posts so it gets better placement in its Facebook fans’ news feeds. They can also target posts based on specific location or language, and will be able to keep track of how many people saw the post. Your promoted posts will be seen by a larger percentage of the people who like your Page than would normally see it.

While this feature is a benefit to those who have a budget to support frequent sponsored posts, it also requires brands to change their posting activity in a way that encourages increased engagement from the customers that view the posts. Running competition apps encourages customers to engage and share brand content; increasing the visibility of brand posts without having to pay for attention.

Mobile strategy will not be merely an additional option for brands but should be fully integrated into the communication strategy. As more touch points emerge between brands and their customers, your brand strategy needs to be flexible enough to incorporate new technologies and tools that enhance the customer brand experience.

4. Quality Not Quantity

When it comes to online fans, brands are starting to realize that it is not the quantity of fans that counts, but rather identifying who are the quality fans that truly engage with the brand’s online activity.

Brands need to start understanding who, what, when, where, how and why your community engages with the brand page. Which fans are engaging with the brand’s online activity? What content gets the most interaction? And what communities are the fans sharing posts with?

Use insights and analytics to help you understand your actively engaged fans and followers so you can develop the best social marketing strategy for your brand and customers. Identifying, recognizing and rewarding your engaged fans and followers can be far more beneficial in developing brand loyalty and turning online engagement into offline sales.

The quality and use of the content created by brands online will also need to be reexamined. Brands need to stop marketing at their customers and instead increase the dialogue with their fans.

Increase brand affinity by listening to and learning from your customers. There will also be a higher demand for integrating the entire marketing process. The analysis gleaned from fan interaction online should be used to educate sales and customer care departments.

Its time to amplify your brands impact through a fully integrated brand strategy which seamlessly encompasses on and offline – marketing, sales, analysis of customer behaviour through both social media and traditional channels so you can drive your business forward successfully.

Maximize the ROI of your efforts by listening and responding to your most engaged customers and applying what you learn to generate growing sales in the year ahead.

• Are you learning from your social media analytics?

• Are you adapting to the changing online behaviour of your customers?

• Have you adapted your brand strategy to include the rapidly evolving world of social media?

How to Use Social Media to Launch Your New Product Successfully

November 12, 2012/0 Comments/in Brand Launch, Brand Strategy, Branding, Customer Engagement, Facebook, Integrated Marketing, Interactive Marketing, Marketing, Online Marketing, Pinterest, Social Engagement, Social Media, Twitter, YouTube /by Lorraine Carter

Promoting, marketing and launching products to mass audiences are no longer restricted to companies with large budgets. Brands are increasingly turning to Facebook, Twitter, YouTube, Pinterest and other social networks to instigate a buzz around the launch of a new product, and it’s not hard to see why.

The popularity of social media makes it the perfect platform to support a product launch. A successful launch requires an engaged audience, a platform for displaying the product that enables comment and feedback, and the facility to share the product information to as large a customer base as possible. There are few channels that can offer these elements for such a minimal spend as social media.

However the product launch should not be your brand’s first introduction to Social Media. To maximize the effectiveness of social media in launching your product your brand should already be engaging and interacting with your customers through social networks.

Consistently posting, sharing and conversing with your customers not only builds your following but it helps bring credibility to the brand. When launching the product through social media you not only want a large following, but a following that feel a genuine affinity with the brand and what they offer.

Pre-launch, build a community of online followers; customers, bloggers, market influencers and maintain active engagement with these followers leading up to, during, and post-launch. They will be key to maximizing the product reach.

Like any marketing strategy, using social media as part of your product launch requires a plan with goals and objectives. Identify each social media tool you plan to utilize and treat each one as a separate promotional entity.

4 Tips – How to Use Social Media to Maximize the Impact of Your Product Launch

1. Create a Buzz

Creating a buzz around a new product launch to market provides a strong platform on which to launch the product and develop customer interest. Word Of Mouth is one of the most powerful means of advertising and social media capitalizes on this like no other tool.

Before launching a new product the brand should engage with their biggest supporters; from industry experts to fans, followers, retweeters and commentators.

Build anticipation by giving them a sneak peak of some element of the product. If companies are able to get people talking about a new product and the upcoming launch across their own social media profiles through shared and likes then this leads to an increase in awareness among existing and potential customers. Promo videos, behind-the-scenes photos, product-specific twitter hastags, and competitions can be great forms of pre-launch buzz generators.

Not limited to just products, the NBA uses social media to generate buzz and introduce new players to NBA fans such as Damien Lillard this year who now has a substantial following and raised profile that wouldn’t have been possible several years ago.

2. Product Testing

When launching a new product it is important for the brand to listen to feedback from the fans and customers. By its very nature social media is perfectly suited to gauge customer and fan opinions and react to and adapt the launch strategy accordingly.

Facebook polls, hastag and YouTube commentary can all be valuable sources of feedback enabling the brand to build a targeted launch with maximum impact on the target market.

Aedle is a Paris based company who have used their blog and facebook page to inform potential customers about the development of their new product and get feedback as to its look and the materials used. They even shared video clips on the machinery used to create the product

They have created an audience of brand ambassadors that not only wait in anticipation for the product launch, but also feel they have been valuable contributors to the products development.

3. Expand Brand Equity

In today’s market social media is essential for a successful product launch but it is at its most effective as a complimentary tool to traditional marketing and advertising. Online video and web documentaries, bonus features and behind-the-scene extras can offer extended information and enhanced brand interaction to online brand enthusiasts.

4. Competitions and Rewards

Competitions, discount offers and give-aways reward loyal brand followers and act as an encouragement for their continued participation in spreading the word for your new product information. Early adopters and fans of a brand are always more likely to share information about a new product or promotional campaign with their own friends and followers.

Launching products online gives brands the opportunity through social media to reward fans and followers that are liking, sharing, posting, re-tweeting and ultimately talking about the new product.

Audi launched their new A1 in Ireland with an online and social media campaign that created huge buzz and customer engagement beyond any offline campaign. Rather than simply announcing the launch of a new model through traditional channels, they decided to actively engage their target audience and encourage campaign interaction and participation of the campaign idea ‘The Chase’.

A first for the auto industry in Ireland, this interactive campaign comprised of a range of different puzzles and clues to solve, utilizing online and offline media. The A1 Chase challenged its audience to solve every clue and track every lead with the aim of locating a missing Audi A1. The eventual winner of the Chase got to drive away in the missing Audi A1!

Social media provides brands with a fantastic opportunity to extend the impact of their product launch far beyond that of traditional marketing. That said, for a truly successful market launch your launch strategy needs to be a comprehensive plan that integrates all marketing tools and not just social media.

Whether you have a product in development or plan on extending your product line in the future start by beginning with expanding your social media presence. Create engagement, boost interaction and generate customer buzz. It could be the first step for future launch success.

• Have you utilized your social media to support a product launch?

• Does your product launch strategy include social media?

• Have you developed your social media presence to a strong enough level to be able leverage a potential launch in conjunction with the rest of your marketing brand strategy?

How to Successfully Build Your Brand in a Post-Digital World

August 7, 2012/0 Comments/in Brand Experience, Brand Reputation, Brand Risk Management, Customer Engagement, Customer Service, Integrated Marketing, Interactive Marketing, Marketing, Mobile, Online Marketing, QR Codes, Social Engagement /by Lorraine Carter

‘Digital’ is no longer a buzz word in business circles, nor is it viewed as another tool in the marketing arsenal. It’s now so integrated into our lives that it underlies everything we do.

Consequently digital has radically changed the rules with regard to managing a brand’s development and reputation. Companies are now operating in a post-digital world, which continues to evolve, and challenges marketeers to constantly update their strategies to stay relevant.

Traditional brand building models are no longer adequate on their own and must be fully underpinned and leveraged with a digital strategy if they are to flourish. Put digital centre stage if you want to succeed. Fully embracing digital is critical to building a brand that remains relevant with today’s customer and enjoys sustainable growth.

Understanding Your Customers Online

Customers are increasingly becoming ‘digital natives’; embracing digital technology in all aspects of their daily lives. Creating a brand that remains relevant in the post-digital world starts with understanding the post-digital global culture.

Digital natives like to converse and share information online. The ease at which today’s customers can talk about a brand online, share their opinions, and influence the market means that, in essence, digital natives have become co-creators of your brand. They drive your image, reputation and bottom line.

As your customers becoming increasingly powerful in shaping your brand it is critical you fully understand they are in effect co-branders. Rather than trying to control customer opinion, successful brands are those who aim to listen, understand and engage with their customers. To succeed you must build your brand strategy with a fully inclusive thought process that respectfully includes, understands and integrates their input.

Your customers will talk about you and disseminate their opinions to the market whether you engage or not. Far better to proactively and responsively be part of the conversations! Anything that hinders speed and agility contributes to failure. The market is littered with disaster case studies of brands that arrogantly ignored or poorly responded to their customers, contributing to their own demise.

Brands that embrace this fluid and constantly changing dynamic with their customers have a far greater capability for exponential growth and lasting success.

Engaging with Your Customers Online

Never before has engaging with digital natives at all touch points been such a critical factor in the development and success of brands. Customers increased access to information, choice, and purchasing opportunities means it is a much more non-linear decision making process.

Customers now are much more influenced in their purchasing decisions by online conversations, reviews and pre-purchase interactions, even if their final actual purchase is made offline. Social endorsement carries huge weight in the purchasing mindset today.

76% of customers recommend companies they trust to a friend or colleague. (Source: Edelman)

The Millennial generation are highly-skeptical of brand content and marketing in social media. Instead 86% of customers in that group say that user-generated content has more influence on what they buy. (Source: Bazaarvoice Study)

62% of all online shoppers read product-related comments from friends on Facebook, with 75% of these shoppers clicking through to the retailers site. (Source: Sociable Labs Social Impact Consumer Study)

With the voice of their peers having greater influence than the voice of the proprietary company, brands must make sure that they solicit feedback from customers in order to ensure their offering remains relevant, satisfies their customers needs and builds customer loyalty. Amazon is a great case in point with its recommendation system, loyalty programme, post purchase feedback and mobile app.

Unsatisfied customers can damage brand reputation at an alarmingly fast rate. By having an appropriate brand strategy and structures in place to respond and engage with your customers at all relevant touch points you can ensure that digital natives are poised to support your brand development in their online interactions. Honesty, integrity and responsive consistency in all your brand interactions is critical to your success, and is the cornerstone to your brand risk management strategy too.

Technology also offers brands new opportunities to engage with their customers e.g. QR codes have been used by multiple B2B and B2C brands such as Irish Management Institute, Guinness, Tesco and Volkswagen to instant purchasing options with apps on mobile devices e.g. Amazon, Ebay and many of the utilities companies too.

The ability to extend the reach of your brand experience has never been greater. By embracing digital in all aspects of your business your brand can offer customers a flexible and consistent experience, which they can also adapt to suit their lifestyles, and you can use to manage their expectations too.

Create a Consistent Brand Experience On and Offline

Customers no longer see a divide between their online and offline experience of a brand. Virtual and real worlds are now merged into a more complex tapestry of ongoing experience. Touch points that range from websites, to apps, social media platforms and face-to-face interactions all offer different kinds influence when it comes to building a positive and consistent brand experience.

Digital is now a fully integrated part of peoples’ lives therefore it should also be fully integrated into your brand strategy so that your online and offline brand activity seamlessly merges into one great experience for your customers and enhances their lives.

Consistency in the brand experience is critical in the building of a relationship with your customer. Customers expect to be able to get feedback, deals and reviews, even while standing in a retail or service environment. Brands must be proactive in order to be relevant.

Apple’s commitment to ‘humanizing technology’ demonstrates success, which includes a formidable combination of its quality products with the experiential “wow” of the Apple Store and it’s ‘genius’ service. This symbiosis between the real and the virtual, including making an appointment online to get customer support at the local store, is a significant contributory element to Apple’s success. Apple seamlessly simplifies and enhances their customers’ lives.

Digital technology has forever changed our cultures, work and home lives around the world including social structures. This needs to be reflected in your business to ensure long-term success and be a critical part of your brand risk management strategy too.

• How thoroughly have you integrated your brand into the post digital world?

• If you are falling short in your online brand strategy, how quickly are you going to address this risk to your business?

Top 10 Reasons For Rebranding To Grow Your Business

July 7, 2011/0 Comments/in Brand Collateral, Brand Design Brief, Brand Profiling & Positioning, Brand Relaunch, Brand Relevance, Brand Revitalisation, Branding, Business, Communication, Customer Engagement, Customer Service, Graphic Design, Integrated Marketing, Market Demographics, Market Insights, Market Psychographics, Market Research, Marketing, Packaging, Rebrand, Rebranding, Rebranding Mistakes, Situation Analysis, Target Market, Technology, Trends /by Lorraine Carter

Brands are constantly evolving to ensure they keep abreast of changing needs in the market place. Even some of the greatest brands in the world need rejuvenation.

Brands like Guinness, Coca-Cola, Starbucks and Kellogg’s are iconic, global in their status. Yet when you look at their market leadership over the decades, they have all changed even if it has been in a more evolutionary sense over time, rather then radical overhauls. However some branding does require an extensive change in order for the business to achieve the required regeneration for growth and profitable returns.

Revitalisation maintains and celebrates the history and heritage of the brand but shows its target audience (current and future) that you are adaptive to change. Change is necessary to stay relevant to the times in which a brand exists and to ensure its future success.

Some of the reasons for rebranding, relaunching and revitalising a brand include the following:

1. Relevance:

Brands need to stay relevant to their target market, to keep up with the times and keep pace with changing customer needs (e.g. services, accessibility, convenience, choice, changing trends, technology). A brand that has become old-fashioned in the eyes of its audience is in danger of stagnation if not already in a state of erosion and loss of market share.

2. Competition:

In a fast moving environment with aggressive competition, rebranding may be required to change the offering to the market in order to create a more compelling reason to buy, in the minds of the target audience. Rebranding can be used as a means of blocking or outmanoeuvring competitors or a way of handling increased price competitiveness.

3. Globalisation:

Sometimes rebranding is required because of globalisation where the same product sold across multiple markets is inconsistent or different e.g. Marathon’s change to Snickers, Opal Fruits change to Starburst, Jif’s change to Cif.

4. Mergers & Acquisitions:

When two entities combine there are typically two unique audiences left to communicate with. Sometimes this can require a rebrand or relaunch in a way that will appeal to both. In other cases one of the brands may be more dominant requiring more of a revitalisation or refresh with it becoming the sole dominant player.

5. Innovation:

Technology is constantly evolving and the rate of change often exponential. If a brand is technology related e.g. internet, software, hardware and the product offering constantly innovating then a rebrand frequently follows the natural and fast rate of change. Rebranding or revitalisation becomes an outward expression of the companies evolution and ensures the brand’s change hungry customers keep coming back to see “what’s new”.

6. Repositioning:

Taking a brand to a new position is an involved process e.g. from an economy price fighter to a premium position, and invariably requires a rebrand to signal a change in direction, focus, attitude or strategy to its target market. Also again used as a means of blocking or outmanoeuvring competitors or a way of handling increased price competitiveness.

7. Rationalisation:

Rebranding can be used to decrease business development and operational costs, or a way of countering declining profitability or consumer confidence. It can also be used where there are complex and sometimes confusing mixes of product portfolios which frequently undermine the brands impact, (along with considerable advertising, branding clutter and media proliferation) all of which causes brand incongruence and audience fragmentation and consequently badly needs consolidation through rebranding to achieve brand impact and strong growth again.

8. Outgrowth:

When small companies grow into bigger entities they and/or their products frequently require a rebrand or revitalisation to meet the needs of the bigger business. Typically smaller companies start with more modest brand offering, due to budget restrictions, which are inadequate to meet the needs of a bigger more sophisticated business and a rebrand is required.

9. Legal Requirements:

Occasionally legal issues may arise that require a company to make changes to their branding such as copyright issues or bankruptcy e.g. similarities between naming and designs e.g. The Jelly Bean Factory became The Jelly Bean Planet in Ireland to ensure differentiation from the USA brand Jelly Belly.

10. Morale & Reputation:

If a company brand has demoralised employees or confused customers then a rebrand may required. A thorough rebrand process will work to unearth the issues that need addressing and could be solved through key changes, including a completely new look and feel to the organisation. A rebrand in this instance can improve a brand’s competitiveness by creating a common sense of purpose and unified identity, building staff morale and pride, as well as a way of attracting new customers, enhancing relationships with existing customers and attracting the best talent to the business.

In the case of compromised or damaged reputations rebranding becomes a more pressing requirement. Obvious examples in the current market include certain aspects of the financial sector and banking institutions with damaged reputations which in time will need rebranding. BP is another example and its handling of the Gulf spill which may also require a rebrand in the US the help rebuild its reputation.

If you’re considering a rebrand to grow your business and would like to know more, give us a call. We’d love to talk T: +353 1 8322724

QR Codes – A Hot Trend for Cross Platform Marketing to Grow Your Brand

May 18, 2011/0 Comments/in Advertising, Apparel, Brand Collateral, Branding, Business, Communication, Customer Engagement, EProducts, Estate Agents, Innovation, Integrated Marketing, Interactive Marketing, Market Insights, Market Research, Marketing, Mobile, Online Marketing, Packaging, Packaging Design, Pharmaceutical Industry, Professional Services, Publishers, QR Code Readers, QR Codes, Retailers, Return On Investment, Smart Phones, Social Engagement, Social Media, Target Market, Technology, Tourism, Trends, Wayfinding Systems /by Lorraine Carter

A QR Code (short for Quick Response) is a specific matrix barcode, storing information in both the vertical and horizontal directions, readable by dedicated QR barcode readers and smart phones / camera phones.

QR Codes were originally developed in 1994 and used in the vehicle manufacturing industry for tracking parts etc, but are now being used very successfully in integrated marketing campaigns across the globe. The technology has seen a huge uptake in Japan and South Korea.

A smart phone user can now scan one of these QR Codes in magazines, newspapers, on transport and billboards, business cards, products, packaging, on a PC, TV or cinema screen and it can take the user to a URL (webpage), video, send them a text message, save a vCard or event to the users contact book or calendar and even compose an email. QR Codes effectively create a direct link between the physical world and online arena.

While the adoption of QR Codes in some markets has been slower to take off, the technology is gaining some serious traction in the smartphone market. Ireland has some of the highest smart phone penetration rates in Europe with an estimated 1.3 million users.

Indeed many Android, Nokia, and Blackberry phones come with QR Code readers pre-installed and iphone has a large selection of free downloadable QR Code reader apps available in iTunes. QR reader software is now available for most mobile platforms.

For any savvy business owners, brand custodians and marketeers, QR Codes are of particular interest as they give them the “ability to measure response rates with a high degree of precision” allowing for easier ROI (return on investment) calculation, thus helping assess effective spend in marketing budgets.

Examples of QR Codes Used to Promote & Grow Your Brand:

1. Food & Drink Producers:

QR Codes on packaging, leaflets, posters, vehicle livery, advertising and indoor displays can be used to launch an event or provide information relating to online promotions, Facebook competitions, information about where food/drink/beverages have been grown and produced, consumption suggestions together with recipes and serving suggestions on your brand’s web site.

2. Professional Services:

Add QR Codes to your business cards, stationery, newsletters, white papers, videos and presentations etc. to provide customers with a direct link to additional information about your business and new services, launch a conferences or announce a seminar, identify calendar fixtures (scan the code and save the date, time and place of an event), LinkedIn page and more in-depth news updates.

3. Pharmaceutical Industry:

Use QR Codes to drive your target audience (professionals or consumers) towards accessing more in-depth information specifically about health, therapies, OTC brands, products, usage, white papers, research and development, innovation, responsibility, mission, investors, media releases, seminars, conferences, careers etc.

4. Retailers:

Retailers can use QR Codes printed in window displays or on brand promotion collateral with special offers delivered to the consumers smart phone when scanned, together with appliance/product instructions, new product launches, competitions, Facebook incentives etc. They can also use QR Codes on clothing tags, books, electronic goods and toys. QR Codes can also be used on staff uniforms, name tags and signage.

5. Publishers:

Whether you are producing books, magazines, newspapers or newsletters you can add interactive elements online to support and enhance your hard copy content making your brand material more valuable and a front of mind brand, as a “go-to-resource” for your consumers e.g. more in-depth article analysis, video content and interviews, interactive entertainment guide, sports clips/profiles, interactive exhibition reviews etc.

6. Tourism & Wayfinding Systems:

Restaurateurs, hotels, guest houses, cities, countries (Tourism Ireland) you can use QR Codes on posters, advertising to promote and bring your audience directly to your destination and give them an interactive “feel or experience” using video etc., for what you have to offer, together with incentives such as discount or promotional/ticket codes. QR Codes can also be used to interpret natural and historical points of interest in museums, walking tours and on nature trails, adding to or enhancing the user experience through the signs.

7. Estate Agents:

Put a QR Code beside each property listed, or on “For Sale” signs, and interested customers can scan the relevant code supplying them with information such as GPS coordinates, a Google Map with directions, house plans, property features, launch a video or photo tour of the property etc.

8. Politicians & Celebrities:

Use QR Codes in appropriate locations or in relevant media so the target audience can scan and see the VIP speak about their policies or promote an upcoming event, movie or participate in an interview etc.

Some recent examples of effective use of QR Codes include the following.

In January 2011, the Memphis Rock ‘n’ Soul Museum launched a line of branded museum t-shirts and apparel which featured museum brand logos and designs on the fronts and a QR Code screened on the right back shoulder, which directed to the museum’s web site or artist interviews.

The U.S. Army Garrison Yongsan in Seoul, South Korea became the first Army organisation to use QR Codes for official media campaigns in January this year.

The Japanese are using QR Codes in cemeteries on grave stones as a way to remember and share more information about their loved ones and unite mourners !

The Lviv Tourism Movement (Ukraine) have placed QR Codes on more than 80 tourism objects helping individual tourists easily access information about the city.

Sun-Maid, that iconic centennial brand, has used QR Codes on its canister and six-pack raisin packaging in a bid to increase brand loyalty/awareness and give it the competitive edge.

In a promotional tie with the Dreamworks animated movie “Kung Fu Panda 2”, debuting later this month, they are using QR Codes to take consumers to a mobile website where they can enter a contest to potentially win the grand prize, a trip for four to Zoo Atlanta. Top winners will get VIP treatment at the Zoos Giant Panda centre and the company will also give out “Kung Fu Panda 2” toys to 100 other sweepstakes winners. Sun-Maid raisins are a favourite brand for kids, so the “Kung Fu Panda 2” cross-promotion is a natural tie-in.

As a brand awareness, marketing and business growth tool QR Codes offer almost limitless innovation and opportunities, with definitive measurability. Be it a teaser, guerrilla marketing campaign, event management or information resource, the list is endless !

Some examples of QR Code readers for your smart phones include:

iphone: Qrafter, i-nigma QR Code Reader

Blackberry: QR Code Scanner, ScanLife 2D Code Reader, ATT Code Scanner

Android: Barcode Scanner

How would you like to leverage the use of QR Codes to grow your brand and increase your sales ?

Give us a call, we’d love to hear your thoughts and share some of our more exciting ideas to make your brand grow and come alive !

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