More than just printing…

Mobile marketing is on the brink of explosive growth with the use of QR codes, text message marketing, sms campaigns, and much more. 270 million mobile subscribers and reaching 87% of US households – current statistics ripped from yesterday’s headlines? No that was at the end of 2008. Now it is up to 303 million users!

Mobile marketing is changing the way people communicate and the way companies create a marketing campaign. In 2010, US consumers sent 110.4 billion SMS messages per month. Consumers can now receive information, promotions, branded content or search your site with mobile devices. QR codes and Common Short Codes allow a consumer immediate, actionable access to your website or integrated marketing campaign on their mobile devices and at a time and place that is convenient for them. Apple, Android and many other smart phones in today’s market with their accompanying APP stores make it easy to scan a QR code and go straight to a web page, vote for your favorite American Idol, and even receive a digital coupon or special offer in real time.

QR Codes are matrix barcodes (or two-dimensional codes), readable by QR scanners, mobile phones with a camera, and smart phones. The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, URL or other data. It can be generated with free software and can be used on print media for the consumer to access the web.

A Common Short Code (CSC) is a 5 or 6 digit carrier approved numeric code that mobile phone subscribers can use to send SMS messages and receive information on the mobile device. A CSC can cost $500 to $1,000 a month and requires the cost of working with a Mobile Application Service Provider (MASP). They can cost about $5,000 a month and also require the use of an aggregator per carrier. These costs can vary greatly. CSCs can be used with any mobile devices that can text.

QR codes are free to use and for companies without a national or international audience, can be effectively included in an integrated marketing campaign. They do require a smart phone with a camera to read them. CSCs can be used by any mobile device, but carry a hefty price tag. There is a place for QR codes and CSCs in may integrated marketing campaigns that combine print, direct mail and other media to increase response rates, customer loyalty and ROI.

Including QR codes, just to include them, will not guarantee the success of your integrated mobile marketing campaign. Once online, people expect a relevant offer and fast answers to their questions. Consumers have become accustomed to having an online conversation and just not getting talked at with a sales pitch. The customer expects to be heard, not sold. To drive sales, build brands and customer loyalty, you still need to be relevant. Using QR codes and CSCs with an intergrated marketing campaign are tactics to be used with a relevant offer, but they are a very effective way to enter the conversation with mobile marketing.

“If you build it, they will come.” Imagine a builder who chooses to build a house in the middle of the deep woods. The enthusiasm he must feel, knowing this is one of the most gorgeous houses to ever exist in a secluded location. Then, he puts up a “For Sale” sign at the front of the property.

A week goes by, nothing. A month goes by, nothing. 6 months go by, still nothing.

Sounds a bit silly to think a house with a “For Sale” sign in the middle of the deep woods is going to sell this way, doesn’t it? But this is tantamount to having a QR code without a marketing strategy.

QR codes (aka Quick Response codes) can enable expanded creativity on marketing collateral that may otherwise be less interactive. Simply placing a QR code on a marketing piece that drives customers to the homepage of your website and no call-to-action isn’t going to cut it.

Establish Business Goals

It’s important to have a specific business goals established, such as:

• Increased sales
• Increases awareness of your business
• Increased visitors to your website
• Increased stickiness of your site
• Get more repeat clients

Once business goals are established, you’re going to need to implement the right marketing strategies in order to achieve success. Knowing what you want to achieve before thinking about a QR code is a must.

Create Marketing Strategies

It’s important to recognize that the need for marketing strategies has always been the case over the many years of businesses existing. What’s changed are the technologies utilized to evolve marketing strategies.

With that said, it’s time to rethink your journey to ensure you are including new technologies that can no longer be ignored. Knowing which technologies are right for your marketing strategy can be challenging.

Do we use these newfangled QR thingee’s or a GURL, maybe a PURL or VDP?

Maybe I should use a QR codes on my DM and send it VDP for best results ASAP, maybe with some FAQ’s, on a One to One for the best ROI?

This just has to have great results… It sounds so hi-tech.

But, before implementing a QR code, there are some things to take into consideration. As Chris Silver Smith pointed out in his blog post, “Are QR Codes Good For Local Marketing? A Contrarian View,” QR codes can be challenging for people to utilize for various reasons. This is why it’s important to know who your target audience is, what overall technology they are comfortable using and understand how to implement an effective marketing strategy.

Most cellphone providers have caught on to the problem of there being varying QR code apps and have since started preloading a QR code app on the cellphones. [i.e. ScanLife has officially partnered with Sprint and Verizon]

Implement Technology That Will Work With Your Marketing Strategy

Your marketing strategy will determine which tools are best to employ and technology to meet your goal(s). It involves creating strategies that are designed for the different marketing channels that will reach your intended customer.

Equally important is to measure, track and analyze your campaign results while efficiently managing the data accrued that will lead to your next follow-up campaign.

Remember, there’s always another goal soon to follow and yes, another campaign.

Work smarter, not harder.

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Here’s an example of a great marketing strategy:

Overview: Bloomingdale’s Spring 2011 Campaign, “Color Yourself” Contest.

Target: Men interested in color trends and the latest fashion available for Spring.

Strategies: Get target audience to:

1. View the promotional video.
2. Engage and participate in Bloomingdale’s contest to win a $5,000 shopping spree at the 59th Street Flagship Store in NYC (hotel and limo ride included) by submitting a personal video or pic of one’s own personal style.
3. Shop online at the e-commerce Bloomingdale’s website.

Possible Goals for this Campaign:

1. Increase website visits
2. Increase sales for Spring Line
3. Increase awareness of new Spring Line

Calls-To-Action (CTA):

1. Visit a URL on the web to view a video (print to web) (Click here: Bloomingdale’s QR Code Campaign Video )



2. Text in code to receive a MMS message including a video (print to mobile)
3. Scanning a QR code, arriving at a mobile landing page to view a video (see image below) (print to mobile)

Notice the mobile landing page above follows K.I.S.S. (Keep It Simple Stupid), showing only Bloomingdale’s logo, the video, and a link to start shopping Bloomingdale’s mobile e-commerce site. Having clearly defined goal paths increases conversions, keeping the user’s focus on this campaign.

Bloomingdale’s continued this marketing campaign by using catalog space to promote the new contest in an effort to get their target audience into their stores. As you can see in the ad below, a QR code is prominently displayed with the call-to-action, “Shop, Scan, Win.”

After scanning the QR Code, you arrive at a simple mobile landing page, focused at getting the target audience to view the promotional video and/or shop at Bloomingdale’s e-commerce website.

We would love to hear your feedback about the use of QR codes.

Have you tried them out? What type of strategy did you have in place?