Once a brand is established customers and clients will become accustomed to it, any modifications could indicate a change in perception of the product and not welcomed by the customer. First impressions that differentiate you from your competitors help to build loyalty and trust among customers, any major changes could drive those customers to their competitors.
Companies want to make sure you recognize their products, so with consistent branding this allows the customer to distinguish your benefits from another company. If you must impose changes to your image, make sure do incorporate the changes gradually. http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=12187
Sunday, November 13, 2011
Friday, November 11, 2011
QR (Quick Response) Codes are making today’s marketing more integrated than ever before.
QR codes work on print ads, packaging, labels, postcards, etc. Heinz Ketchup has even added a QR code to the labeling on the actual ketchup bottle. “Mobile tech company Mobio Technologies recently reported that QR code scanning in North America increased almost 10,000% from the second quarter of 2010 to this year's second quarter,” says David Henkel, President, Johnson & Quin (http://bit.ly/vghs3z).Why do these QR codes work as part of a media mix? Effectively used QR codes can help showcase the benefits of a product. For example, Elmer’s uses QR codes on their packaging for their adhesive products. Scanning the QR code on a bottle of wood glue for example will drive you back to their website showing videos of the product in use, best practice, and much more practical advice. QR codes can work as a mini-consumer report accessible with a simple scan.
Visitors’ bureaus’ have started using QR codes in their marketing efforts allowing readers to access additional information on lodging, events, local forecasts, and even travel information.
David Henkel discusses the importance of tracking the ROI on the QR code.
When using QR codes, be sure your service provider or the software programs you use allow for a robust tracking system. Good tracking programs can determine how many QR code scans happened each day, the times of those scans and the locations. Back-end reporting becomes even more detailed when a prospect interacts with a customized microsite through a PURL and engages with your brand.”
QR codes might soon be found in all facets of life. They could start appearing on all labels of clothing showing more details on the textiles used in the garment, or even washing instructions with a step-by-step guide. The codes could even be found in car manuals, showing people how to fix or maintenance various car components with how-to videos. This form of marketing is too new to predict the infinite possibilities.
Image source: QR Code image created by Salvatore Vuono
Wednesday, November 9, 2011
The fuzzy line between social and professional networking
A majority of us witnessed the viral up-rising of Facebook while in college; we latched on and never looked back. We wake up in the morning, grab a cup of coffee, and connect to the world-wide web. Facebook, email, instant messengers, and other social networking sites keep us connected twenty-four hours a day.
When was the last time you did not connect to the web? I bet you can’t remember. Nearly 266 million people access the internet in North America alone (as cited in “Internet Usage,” 2010). That’s nearly 78% of the entire population [North America].
Depending on your career aspirations or your business’s vertical, Facebook can be an effective way to network professionally. According to Neal Schaffer (2010), companies are spending almost 20% of their total marketing budgets on social media.
What does this mean for you as a career professional? It means there is an increased likelihood of potential employers and businesses seeing your social networking profiles.
Unless you want your future boss to see a photo of the night you decided to moonlight as a karaoke professional after one-too-many margaritas, I’d keep the social networking for your eyes (and your friend’s) only.
Tips for maintaining a “clean” social networking profile:
- Use social sites such as Facebook only to build relationships with your friends
- Limit the amount of images/photos you and your friends post
- Examine your profile carefully and decide what you want potential employers and business contacts to see
I contributed this article to a professional network: WDM New View
Internet usage statistics; the internet big picture. (2010, June 30). Retrieved on May 18, 2011, from http://www.internetworldstats.com/stats.htm
Schaffer, Neal. (2010, December 14). LinkedIn vs. Facebook for business in 2011-The battle begins. Retrieved on May 18, 2011, from http://socialmediatoday.com/nealschaffer/252062/linkedin-vs-facebook-business-2011-battle-begins
The ultimate list: 40 social networking sites specifically for small business, entrepreneurs, and startups. (2010, February 2). Retrieved on May 18, 2011, from http://smallbizbee.com/index/2010/02/02/ultimate-list-40-social-networking/
Monday, November 7, 2011
Sponsor #Occupy?
Over 1oo cites in the United States, and more than 15oo cities worldwide, have now become #occupied. The Occupy Wall Street movement began in New York City as an outcry against corporate greed along with the widening inequality gap, and has grown into a movement that no one anticipated, especially marketers. Typically an event of this size, with this much publicity, would be garnering a tremendous amount of intrigue about sponsor- ships and have companies clamoring for the opportunity to share a piece of the pie. This movement, however, is a bit more fragile. Matt Creamer of AdAge dug into this oddity in one of his recent articles, What Does Occupy Wall Street Mean for Marketers?
Creamer soon discovered that although there is a large amount of public support for the protesters and the movement, there is still an even larger amount of hesitation from the corporate sector to get involved commercially with Occupy.
It leaves the question to be begged, would the movement be more successful with an official sponsor? Are there advantages and resources that an outside group could bring to the table that the people on their own are lacking? Or would aligning with a big time corporate partner, with the finances to support the endeavors of Occupy, simply pollute their message?
The answer is not certain. Option 1) stay the course and hope for the best, or option 2) alter the routine and see what happens. If protesters continue to occupy these areas, they will inevitably receive attention for their cause, but who knows for how long and if it will be positive attention. If they were to bring in a sponsor, however, to help contrive a more unified, compelling voice they may garner more success in their movement, but risk losing integrity and the progress they have already achieved.
It appears as if Occupiers are marketing themselves, and it is in a sense what we are all doing every day. With every post, tweet and update we are shaping the image of who we are. Some of us, like the occupiers, are doing it on a larger scale and have taken the role of ad agency, PR firm, and marketer into their own hands. For the time being it appears that #occupy is doing just fine #ontheirown, so any hopeful and daring sponsors will just have to wait and see if they will ever get their chance.
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