Bar Code & QR Marketing Is About to Explode

I walked by a real estate listing today and saw one of these little scanable code stickers on the corner.  “Amazing,” I thought.  That dude understands the concept and will be light years ahead of the competition once this bar code scan thing takes off.  And it will take off.  Here’s why...

Smartphones:  Right now about 31% of the cell phone toting population has a smartphone.  Accoriding to these reports, almost half the country will be smartphoning within the next few years.  

Easy as cheese too!  Marketers can now tie their nifty little message to one of the codes, ask the consumer to take a snap shot photo of it, with their cell phone cam and blam, instant reward!  Of course smart phones have bar code app readers and all that good stuff, but the gist is that it’s easy to reward the consumer with instant discounts, prizes, etc. based on a simple snapshot.  And if you haven’t been keeping the stats, there’s the other half of the American market boys and girls.  So no excuses...get your bar code on because the romance between your brand and your consumer is about to get VERY digital. 

Some advertisers are using it as a point of purchase tool, such as Herbal Essance’s pick your shampoo in store campaign, or Nike’s get a message from your favorite athlete campaign.  Both of these companies are getting their messaging in during the earlier stages and their customer is gaining reward for those early initiatives.  Add a little consumer ego stroking at the actual point of purchase and it's instant retail love. But that's not even the most exciting part.  

Wait till the social networks get in on it. Ahh, that’s where I believe it’s going to become a tiny bit of marketing crack for the lesser known brands that figure out this bit of genius.  Lesser known brands that offer their bar codes as doorways to consumer review sites like Yelp.com will be much better served in my opinion.  Think about it.  A bar coded social connection to the product you're looking at, considering, etc.  Sprinkle in a promo code discount from the manufacturer and you’ve got a consumer/brand marriage proposal!

Creative Uses:

• Fund Raising:  Instant personal philanthropic videos tugging at the heartstrings of donors.  
• Restaurant Menu Items:  Instant feedback about a menu item you’re about to order
• Entertainment Venues:  Instant scannable consumer reviews of the band performing that night at a club or a movie playing from a poster.

The list goes on, but you get my drift.  2D Bar codes or QR codes, whatever you want to call them will be a connector brands (big or small) will be able to use to gain huge traction.  Those brands who think about ways to tie them into social sites, in my opinion, will score big.  


Make your own bar code

Future of Mobile Advertising Prediction

This week’s mobile advertising class prompted us to think about the future of mobile advertising.  The articles we were asked to read were mostly a couple of years old, which gave me enough room to think: Where are we going based on where we've been?

Article 1

Going Direct with Mobile Marketing

Article 2

Most Forms of Advertising Are Predicted to Decline. Not Mobile

Article 3

Mobile Commerce Evolving from Early Innovation to Mainstream Adoption 

I came up with my conclusions based on the Maslow's Hierarchy of Needs pyramid.  First, was to look at it from a marketer’s perspective (of course).  I see the value in the technology progression and device intelligence we now have access to.  It’s all very fascinating how we can geo target consumers, their psychographic purchasing patterns and even predict their next steps.  As a marketer, it’s never been a better time to be in touch with the customer.  I’m sure my fellow colleagues will find the most creative ways to reach out and touch the consumer, even if he’s not interested. Errf.

This brings me to interest. Looking at it from the consumer’s point of view, there’s one thing that technology never fails to do:  Block the unwanted message.  So along with all that super duper marketing intelligence we’re all so eager to implement into our marketing campaigns comes the harder part of the job: overcoming the blocking devices by creating interest.  It's getting harder and harder to break through all the noise, not to mention the legislature that’s popping up about tracking and monitoring consumer behavior via their mobile devices.  Resistance is inevitable kids.

I think the winning formula comes back to the fundamental entertainment value I’ve been yammering about for months.  Marketers are going to have to make it worth wild for the consumer to give permission and wish to engage with the message.  Social commerce and games might be a solution, but I think it’s even deeper than that.  I think barcode technology will come into play, as well as point of purchase influential factors.  Ever check into a place using Foursquare or Facebook?  Why?  Probably has something to do with Maslow’s hierarchy of needs top three levels.  I think mobile marketing that stays close to meeting social affiliation, builds self esteem and allows the consumer to further develop self actualization will win big.   

Selling a Business: Two important things to incorporate into your exit strategy.

I specialize in working with service professionals who have vested the time, sweat equity and resources to build up their practices.  It’s never an easy process, lots of people and things to think about; however, there is a formula.  This formula is especially essential when it comes to a business founded on the expertise and creditability of the people who created it. 

One of the biggest mistakes I see people make is to discount the enormous value of their company’s goodwill.  Maintaining appearances and integrity during this transitional time is an essential component to ensuring you get top dollar for your company.  Enlisting the services of a good PR Firm as well as an Organizational Development Specialist are both critical components in keeping up positive employee relations, consumer confidence and most of all, peace of mind. Planning your exit strategy with the help of these professionals will ensure you get top dollar while maintaining lower liability exposure.    

16 Free Reporting Tools to Measure Your Social Media Success

1. http://trendistic.com
2. http://tweetmeme.com
3. http://spy.appspot.com
4. http://www.tweeteffect.com
5. http://www.whostalkin.com/
6. http://tweetstats.com
7. http://www.twitalyzer.com
8. http://www.klout.com
9. http://favstar.fm
10. http://backtweets.com
11. http://backtype.com
12. http://bitly.pro
13. http://twitter.grader.com
14. http://www.google.com/s2/search/social
15. http://www.followfinder.googlelabs.com
16. http://likebutton.me

Rock on everybody!  - Patty

Research for the Skwikee SMO Plan: Competition Wanted

SMO class or Social Media Optimization class has got me all perplexed.  I never professed to be an expert on the subject, just know my way around the tools and a few techniques to get up to 10,000 Twitter or Facebook followers within 24 hrs.  Not something I'd advise to anyone looking to genuinely build on their social channels by the way.  Those tools are for the wanna be influencer,  and I regard them a little like Joan River's saying, "Just because it zips, does not mean it fits darling."  Others simple call it social whoring.  Whatever. I digress.

So back to SMO class.  The assignment is to write a social media marketing plan, something I've already done numerous times for clients.  But this time I'm a little stumped.   I'm doing mine on Skwikee, my experimental social media project. The plan calls for competitive analysis to delineate strengths, weaknesses, etc.  However, there's no real competition out there right now to glean from.  I have to pull from a list of different sources to hit on the: fashion, food, lifestyle vlog, turned social game elements.  I don't necessarily deem the following ladies competition, simple think they all have some elements of "ness" I should be trying to deliver within the game.  Plus, I find them all interesting and entertaining.

Top Mom Blogger:  Ree Drummond, Pioneer Woman
 

Why?  Because she knows who she is, has an artistic point of view about life and she speaks to my target audience:  35-45 yr. old middle class women.  She gives away prizes on her blog kinda like I offer virtual gifts on Skwikee.  Plus Food Network just gave her her own show, so she must be doing something right.

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Top LA Based Glam Girl Blogger:  Suzanne Marques, LA Woman
 

Why?  Because she recognizes the little things that make the LA lifestyle so unique.  She's got a decent following on Twitter (personal not the blog) and I like her Glamoratti girls.  Very chic and gangsta.  Oh and also, she gives away prizes too.  Nice added value to her readers.

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Top Fashion Blog:  Susan Greg Koger, Modcloth

 Why?  This girl is a rock star of the girlpreneur world.  She's become a mega millionaire by selling clothes she didn't want from her closet.  Today she's deemed as one of the most influential, under 25 entrepreneurs in the world.   But that's not even the best part.  She's majorly into social commerce, does contests and scavenger hunts on her site regularly, cross promotes the events on Facebook and just has a total system.  Respect.

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And then there's the video haul girls.  You know, the ones that sit and chat about their latest purchases on YouTube, garner millions of views for it.  Most are catering to a younger audience, but I discovered Emily Eddington's channel not to long ago on YouTube.  Looked at her subscribers and she seems to be hitting the same demographic as well.  I like her simple laid back approach.  She features lots of different items that can be found at local drugstores and she's practical.  All good things for me to keep in mind for Skwikee.

In closing, I'm not crazy about the idea of discovering competition for Skwikee, but it would be nice to have some sort of vlog/social game standard.  I've opened Skwikee up to the public and invited the top haul vloggers on YouTube to turn some of their videos into games but no one has taken me up on it quite yet.  We shall see. 

50 Mobile App Ways Marketers Can Reach the Mom on the Go

Moms are the key decision maker for the household, but how tech savvy are they and do they even care about the latest in mobile apps?  You betcha.  One of my favorite mom resources is www.babble.com.  Anything and everything under the sun for moms to know, contribute and share.  One of the best features on this site is the Top 50 iPhone Apps for Moms 

Here one can easily get a shot in the arm lesson about what moms care most about when it comes to mobile app tools.  For marketers who what to figure out how to reach the mom market, this list is a beast. Good luck!

How to Reach the Latino Market via Mobile Devices

According to the Pew Internet & American Life Project, in 2009 more than 47 percent of Hispanics used a handheld device to go online, compared to 28 percent of Caucasians. I say hallelujah, praise the Lord.  One less app limitation for the hard working marketers of the world.

That means marketers are not confined to the mobile app market’s limitations. Nor are we confined to a specific device. We can directly incentivize the Latino consumer to go online for special point of sale offers, social commerce initiatives and more. 

Language barrier limitation also decreases, because if the viewer is only spanish speaking, he will most likely have his browser set to Spanish Google.  This means unlimited offline marketing and advertising opportunities directing the Latino consumer to go online can exist at pretty much any point of sale location: product packaging, display ads, etc.  As long as the website is mobile device friendly, things should be groovy.  Not sure how to make your webite mobile friendly?  Don’t sweat it.  You can always build your marketing message on one of these 11 easy platforms.  You can always link out to your corporate website later, but your message will be front and center and that’s what counts in this loco mundo we live in.

Digital Coupons Compromising Brand Loyalty?

Mobile marketing is hitting its stride this year.  No longer do you have to even print out Groupons, Living Social or Bloomspot deals, just walk up to the counter and show them your voucher on your smart phone. 

But what does all this couponing do to a consumer’s perception of a brand’s value?  It’s very much a fine line and one that’s getting even finer as more mobile coupon solutions enter the marketplace.  However, I do believe there is an art to it.  If you look at the Groupon and Living Social model, it’s not the same clip and remit formula.  Each day vendor specials are presented as a showcased item, completely detailed with a clear value proposition of what kind of deal you are receiving.  I think this format is key to ensuring the products and services retain their value while offering the consumer an opportunity to participate in a special event.  Genius in my opinion.  This is how I believe vendors are going to maintain their brand values as they navigate the digital coupon world.  Not easy, but possible.

Point of Purchase Mobile Coupon Campaigns Getting More Sophisticated

I was asked to evaluate a JC Penny’s mobile coupon pilot program this week for my Mobile Advertising class.  This article was written in 2009 and much has happened in this arena since then, but one thing has not changed:  The customer has control.

Although I’m of the school of thought that mobile apps are not going to have a long term presence in the marketplace (simply because I believe the web is getting much more smart device friendly) apps such as mobilecoupons.com are certainly growing in demand.  The idea is simple:  Locate the consumer via their smart phone and offer up all the surrounding area discounts and promos.  Consumers are just now starting to increase their awareness of such sites, but my hunch is that it’s only a matter of time before the trend becomes a new level of customer expectation.  

On that note, retailers are finding new and more exciting ways to engage the consumer  (and his mobile device) at a point of purchase level.  An interesting tactic is the bar scanning solutions such as the new QR Code (as seen on mobile-barcodes.com).  Consumers can scan these images and receive tons of value added information such as DIY tips, social site remarks, etc. right on their mobile device.  It also allows the vendor to offer promotions and discounts as often as they’d like, design entire to-the-minute campaigns around new product releases, etc.  In regards to my former rants about the app world fading, here's Mashable.com just shared how Scanbuy.com created the technology.  I love it when I'm right.

In closing, I belive JC Penny was on to something when they launched their point of purchase digital coupon campaign in 2009.  I can’t wait to see the next. 

Mobile Advertising That Helps Vendors Leverage Themselves at the Point of Purchase Moment

I believe mobile technology is indeed affecting the way retailers reach their target demographics.  As smart phones get more sophisticated, it’s really all about figuring out ways to leverage an app better than the competition.    One way is by engaging users in permission based check in system such as Foursquar, Yelp and now Facebook.  This system permits users to interact with the vendor on a social game level.  The vendor can award prizes or badges in accordance to the activity performed by the user; therefore using the mobile device not only as a live tracking system, but live incentive provider.  Incentives can be anything from coupons to virtual gifts and prizes.

Other ways vendors are able to track and incentivize users to engage using mobile devices is through sites such as mobilecoupons.com and getyowza.com.  These are apps that allow users to instantly pull up specials and coupons based on their geographic location.  This allows vendors to instantly offer point of sale discounts the user may have not otherwise thought to bring along.  In many cases this could make or break a purchasing decision.  

When all else fails, there’s always Twitter.  Just by typing in hush tag key words  one can get a clear perspective as to what may be going on at a specific time and place.  An example would be the food truck craze here in LA.  Consumers follow their favorite food trucks to see what the lunch special is that day, make purchasing decisions on the spot.  Twitter is also serving as a communication device for users to learn when the food trucks will be arriving, etc. 

Mobile advertising is here for the long haul I suspect.  I think the people that are customer oriented and know how to serve a customer’s wants will always be ahead of the game when it comes to leveraging the mobile tools that are out there.  I’m pretty excited to see what the next few years look like.

Mobile Advertising May Soon Be a Thing of the Past

As a marketer we preach that interruption marketing is on its way out, yet we’re still plastering our client’s message across any surface that entertains the public’s eyeballs for 4 seconds or less.  In my opinion, mobile advertising today is still no different than throwing up a billboard or a banner ad. 

I’m feeling all opinionated due to this week’s Mobile Advertising class discussion.   We were asked to evaluate Crisp Wireless, a technology that integrates advertising throughout mobile device apps.  Although the concept lends itself to all the check points: social interaction, optional viewing permissions, etc.  I’m not convinced marketing magic is going to happen at the app level for long.  In other words, I think this form of advertising is temporary at best.

I think we need to be looking beyond the novelty of the mobile app, back to the actual web, where it all began.  Google’s ability to optimize for mobile devices is a perfect example.  The thought pattern to modify websites to cater to the mobile device is ideal.  As a marketer, I look at this landscape and think if ways to integrate more of my client’s brand story into the relevance of what’s happening in that moment.  Not an easy feat; however, very possible with the intuitive nature of the modern search engine capabilities.  Thoughts?