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MARKETING TIPS

What is a QR Code
and how can it grow my business?
QR Codes move your message from media to mobile device.
They educate your customers in exciting new ways.

Marketing is all about communicating with your prospects. Now there is a new tool called a QR Code. Using QR Codes in conjunction with your regular print media will give your prospects a way to see more in-depth information about your product or service.

The QR Code is “captured” by an app on a smart phone and can be programmed to display:

• Contact Information
• Store Hours
• Web Page
• Informational Text
• Maps or Directions
• Product Specifications
• Coupons or Special Offers
• Price Comparisons

One interesting application example is Canton Ohio’s use of a QR Code for their “First Friday” event. The Code on the festival’s map takes you to a “phone friendly” map with coupons for free coffee and discounts around town.

Another is from the Memphis Rock ‘n’ Soul Museum where a line of t-shirts feature museum designs on the front with a QR Code screened on the back. The code directs you to the museum’s web site and artist interviews.

The uses are boundless and Murr Printing can help you put QR Codes to work in your next marketing campaign.

 

Quick Response Codes FAQ


 Q1: What is that black and white square I see popping up on billboards, direct mail, store shelves and in magazines?

Q2: Who is going to be using this anyway?

Q3: How does this fit into marketing my services?

Q4: What are practical uses of QR Codes to grow my business?

Q5: How can I start using QR Codes?

Q6: Where is this all going?

Answer 1
QR Codes were first developed for industrial applications. Previously, industry used the typical one-dimensional Bar Code to access things like part numbers. Now with the two-dimensional QR Code the content is limitless, and access to even the engineering drawings of an automotive part is instantaneous.


The developer of the original QR Code software has elected not to exercise their patent rights and this has encouraged their widespread use from industry to retail store shelves to social media and now to marketing in general.

 

Answer 2
In order to use a QR Code you need a smartphone and the QR reader app. Up until the past few months, you had to download the app into your smartphone, but now all new Android and iPhones have the app pre-installed. At first, this may sound like a very select group of potential customers. However, consider that:

  • The smartphone market is the fastest growing segment within mobile devices.

  • According to a recent study by PEW Research, 42% of Americans now own and use smartphones on a daily basis.

  • Ninety percent of all cell contracts in the USA are two years or less in duration.

  • Business travelers all have smartphones, including Blackberry devices.

  • Those who afford a smartphone and data plan are likely to have the spending power that will benefit your business.

Answer 3

We would all agree that if our customer doesn’t make a good, informed buying decision, they ultimately won’t be a satisfied customer, right?

When a customer reads your QR Code with their smartphone, there is an instant link to information. The QR Code can be embedded with:

  • product specifications

  • a few lines of instant text

  • a web page

  • a coupon

  • business hours

  • contact information

  • price point information

  • even price comparisons.

The information needs to be relevant to the consumer you are targeting. Such as, if a customer approaches the door of your business after hours, a QR code on the door will link them immediately to your website where they may be able to find the answer to their question.

QR codes can be thought of as a gateway to further information and, in the case of printed marketing products, extends the usefulness of the piece of literature. This gateway has the ability to connect print with digital media and provide consumers with additional relevant information they need in order to make a buying decision. This is a unique opportunity to provide interested consumers with additional information beyond the initial attention grabber.

Very importantly, QR Codes give your business the ability to track response rates in real time. This will help you design marketing campaigns that are relevant to your consumer and increase your ROI (return on investment). QR Codes can be a route to a landing page. Here you can collect further information from them while they are able to access the details that will help them make a good buying decision.

 

Answer 4
There is no limit to how, or how much, you can share by using QR Codes. Here are a few examples to whet your appetite and help you be creative with your own marketing efforts utilizing QR Codes:

  • Use a QR Code to link the mobile device to a fully functioning LIKE button for your Facebook page.

  • Direct the QR Code to a landing page .

  • Track ROI using an email opt-in.

  • Use a QR Code on everything you print. The coupon on the other end is changeable.

  • Encourage sharing of your information through YouTube friends.

Answer 5
Places to use the QR Codes:

  • Back or front of business cards

  • Product catalog sheets

  • Point of purchase signage

  • Product tags and packaging

  • Convention and event name tags

  • Restaurant menus

  • Any printed advertising media

  • Billboards

  • Vehicle wraps

  • Direct mail pieces

  • Advertising specialties

QR Codes could link to:

  • Further details about an event

  • Coupons and special offers

  • Ingredient information

  • Price comparison sites

  • Customer feedback forms

  • Restaurant reviews

  • Installation instructions

  • Sources for replacement parts

  • Directions to your business

  • Nonprofit and charity background and links to contribution forms

Answer 6
The take away is that QR Codes are a new communication tool. The on-going benefit is with the consumer. The consumer, with their handheld smartphone, can access a depth of knowledge never before possible. Whether at the supermarket looking for the origins of a particular fruit, learning about the trailhead at an historic landmark, or reading a magazine ad and being able to get the latest price and ordering information instantly, all go to show how QR Codes will become a part of everyday life starting right now.
 

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In Your Face!
10 Crazy Marketing Tips
By Al Lautenslager
al@market-for-profits.com
February 2006

Marketing is made up of many, many, many things all working to support one another and to touch your customers many times. And yes--I meant to say "many" that many times. Marketing is a process, not an event; you have to think marketing all the time.

 

All of the items that make up those many, many, many things don't have to be elaborate campaigns; they can be simple marketing tactics. They don't even have to cost anything. That's the beauty of guerrilla marketing. Guerrilla marketing uses time, energy, knowledge, information and a whole lot of imagination rather than writing big checks.

 

Here's a quick review of 10 guerrilla marketing tactics that can be employed with little or no money, and are sure to give you results. Consistency and focus are keys in guerrilla marketing, as is repetition, so repeat these ideas often.

 

1. Stage a protest for "good customer service."

Imagine what would happen if you had picketers outside your place of business with picket signs that read something like, "We're protesting good customer service at this location!" or "This place is full of nice people interested in customers!" First, you'll get noticed. Second, you may get coverage by the local media. Stage a repeat visit of the protesters and next time publicize their intent of returning. You never know what might happen, who might take notice and what it'll do for your business.

 

2. Conduct a random act of kindness. Pay the toll for the car behind yours and ask the toll collector to give your business card to them, telling them you paid their toll. Sure this is a crapshoot, but it's imaginative and you never know who might be on the road. It's a low-cost guerrilla marketing tactic that has imagination written all over it.

 

3. Nominate yourself for an award.

Look around the internet. Ask your local chamber of commerce. There are many awards given by many organizations that accept self-nominations. Once you're nominated, publicize it with a press release. Once you're awarded the award, issue another press release. Use the award designation as part of your bio when speaking or when writing an article. Prospects love "award winning" people and businesses.

 

4. Award a "Customer of the Month" award and have many, many winners.

Customers like attention, especially if they're in a special group. Award a plaque or certificate; these won't get thrown away and will remain at your customer's place of business as a reminder of their relationship with you.

 

5. Tie yourself to a news event or current event covered by the newspaper.

 I do this by reviewing Super Bowl commercials as a marketing expert and get free press out of it. Another example I've seen are chiropractors commenting on stretching exercises before local 5K runs or charity walks that are popular in many communities. Find a news story and issue a press release to publications, radio stations and television stations, offering yourself as an expert to comment on a related subject. It's one of the best ways to get free PR. Remember to use your imagination here. Just watch the news and do a reverse analysis. Make a list of companies that would be appropriate to comment on each story you watch. Sooner or later you'll find one where your company fits.

 

6. Provide special attention to trade-show attendees the night before a trade show you're attending.

Stand out from the crowd at trade shows by hanging door hangers on hotel room doors at designated trade-show hotels, offering a hook and an announcement or a special offer. Leave bags of candies, aspirin, insole pads for shoes or maybe a cloth carry bag to collect trade show information in. Your competition isn't doing this. You'll stand out, you'll be noticed, and you'll definitely be thanked if you put yourself in front of your prospect again.

 

7. Hold a wacky contest.

The beauty of contests is threefold. You can announce the contest to your prospects, customers and the media. You can then announce the winners to the media and hopefully get press each time. Have multiple winners to delight multiple customers. Contests can be fun, wacky and imaginative: a messy desk contest, ugly tie contest, pet/owner look-alike contest, etc.

 

8. Pass out notepads with coupon offers intermingled in the pages.

Even use the back cover stock to print an offer. Use your fusion marketing skills here. I know of a printing company that partnered with a pizza company and placed a coupon for a free pizza as the last page of the notepad. Both companies realized an increase in business with these giveaways.

 

9. Create a funky holiday.

Today is "Orange Hair Day," or "Wear Army Fatigue Day," or "Give Ice Cream to a Friend Day." These are made up and from a brainstorm session. Your holiday that cross promotes your business, service or products is only limited by your imagination. Don't forget to publicize it, announce it, market it over and over, and have fun with it. You'll get noticed and people will grow to expect it if you do it on a frequent basis.

 

10. Create a unique association.

This is a little bit more of an undertaking, but imagine appealing to a target group, getting members, receiving paid subscriptions, offering a set of benefits, and being at the center of attention. Many associations have been created with this in mind and to market a business. Get creative here. I have often thought about creating the National Listeners Association, or the Tagline Association, or the Take Fridays Off Work Association. Remember: You're trying to gain attention and awareness that eventually turns into sales. Also remember you're a guerrilla marketer and are without a blank check book to spend on marketing.

 

These ideas are literally the tip of the marketing iceberg. Your imagination determines the size of the iceberg. Your imagination also keeps your bank account from going lower. Guerrilla marketers don't have blank checkbooks, so they must work smarter, not harder. Using time, energy, knowledge, information and imagination is working smarter. Happy Marketing!

 

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