Canvas Magazine | Is Intergrity a Sales Strategy?

Empowering Marketing Service providers

MARCH 2013

Is Integrity a Sales Strategy?

Why showing good morals is good business A Social Explosion Operation QR Code

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Your reputation for honesty and integrity must be a smart business strategy – one that will result in measurable benefits to you.

Publisher mark potter

P2

Marketing Manager

Publisher’s Thoughts

brandon clark

Relating

MANAGING EDITOR

P4

michael j. pallerino ART DIRECTOR brent cashman

Editorial board chris petro GlobalSoft

March 2013

Best of Canvas Notes Seeking Wisdom

P6

Marketing Insights P10

Is Integrity a Sales Strategy?

tom moe Daily Printing

Why showing good morals is good business

dean petrulakis Rider Dickerson

A Social Explosion

david bennett Bennett Graphics tony narducci O’Neil Printing

P16

Why it’s time to join the revolution in 2013

P20

Operation QR Code 10 ways you can use them more effectively in your marketing programs

CANVAS, Volume 5, Issue 1. Published bi-monthly, copyright 2013 CANVAS, All rights reserved, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS P1

Publisher’s thoughts

Relating

A

re you a marketing mind? If you answered yes, you probably think a lot about possibilities, ideas and unique ways to add value. If you’re not a marketing mind, you’d better start hanging out with one because that’s where success will reside.

Attributes like diligence, hard work and practicality are no longer enough.

Those are commodities that can be easily sourced. In contrast, the attributes in high demand –­ passion, creativity and initiative – are remarkably scarce. These characteristics will allow you to transition from a world of print to a world filled with endless opportunities.

We have talked a great deal about becoming an MSP (Marketing Service Provider). And while there are countless tools that will enable you to accomplish new things, what really determines whether or not you are a MSP is the market. In other words, it’s critical that you have a following, and that communities define themselves, even in some small way, by you. If you truly have that following, you should be able to transition to prosperity.

Gary Vaynerchuk, author of the “Thank You Economy,” writes about providing value for free, embracing social media and leveraging a community for revenue. He believes that open and honest communication is the key to good interpersonal relationships and intrinsic to a brand or business relationship.

We have no time to waste. We must be honest in our efforts. That means we must passionately and creatively build communities, and trust that by doing so selflessly, we will be fulfilled on many levels. In this issue of CANVAS Digital, we talk specifically about a couple of key relationship building components.

In our cover story, “Is Integrity a Sales Strategy?” Dave Kahle demonstrates why showing good morals is good business. He emphasizes that making your customers believe in your word will result in immeasurable benefits to you and your company. Kahle’s message is simple: From your customers’ perspective, it’s easier and less risky to deal with someone you trust than with someone you don’t. Real relationships are built on trust.

Our second feature, “A Social Explosion – Why It’s Time to Join the Revolution in 2013,” touches upon one of the most critical relationship building tools. Mark Simmons examines what to expect in the marketing world in 2013. The story details how advertisers will continue to play a major role in practices such as sponsoring tweets (look at how the Grammy’s used hash-tags to continue the conversation during and after the show). It also outlines how crafting relevant Facebook pages can capture consumer attention and continue social media’s momentum by today’s brands.

Build relationships. Create a following. These are sustainable paths to prosperity. Be creative, passionate and take the initiative. It is a lot more fun than being diligent, hard working and practical.

It’s critical that you have a following, and that communities define themselves, even in some small way, by you.

Warmest regards,

Mark Potter, Publisher P2

CANVAS March 2013

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. e years over th d e n r a ill need h I’ve le w. I st w muc o o n h k t y s ll ’t. rea ze ju t doe sn a little I r, I reali h e w w ld o d h o orks an realize s I grow time. ime, I what w t n e o curious m e a iv is s t h c t e e h o t p t in ing. ers At ind rac orward f eed a p m n e r I y u . t m e en ay with d advic n s. I e as I v ring an lked aw ec tatio uidanc a p g x w e e I , m y mento ly u se so erly e re d m re c e n t always this eld f mine ad low n h t o a a I r c h , o I t g w n And meetin h a me o t s u re fo r t h e ting wit g. I’m n e t in f e o le m d I r avor. m en Af te perihim a f what I’ g ha t w h w t in o o is n d k zing ex g I a s “ in a m , h w a t lf f e g y ys nn m b er o meetin e s on k to m T he f u ht t h e g h a nu he box to thin g u t u y o ll r o it a h h c t t k a ntly, I e au d estly o lived n c hec ha d t h Arroga r, I hon . He c a gu y w h y e .” a il v e s o m a m a s r f w a n of f e mazing g. Here eting w gu y c a d an a he me g wron t e in is n e a e r b h t d ou ting. W ney an e posTalk ab p to th fascina s of m o u s n lf a o e t w s y t e m ma d wth, insigh pened ences, for gro list. His fter I o m ” A o y o u r G ve ood ere are at I ha the “G d wed. H n ave ility th o a le ib fl s o y t t g r r t wan ur hea o can the ideas and ene u. If you open your didn’t o y n e to op ybody wh ho two lessons for yo ctives of others, e m i t It’s p to an ially those w y. mind to the perspe u d n i m of espec e this journe , w ag e est. u e b n o w y is o h n t help have mad ds lly do k f fer in ers rea ho nee h to o ld c W e u . r s m y u ip o e t d r And, y n’t hav ha t r finge alrea crease. er s d o hat’s w is at ou e t in n l t d il s e io a w e p s le n ospect erday’s ing we o u t, a t ver y th your pr g u re d at yest e fi h t t ll a k a h t in it think ay th have You m ht even ht? You ig ig r m , u n o a er logy. Y hos e old vet te c h n o cially t e e s ag e p s m e o , s from elp you you. advice o c an h ys told h a w lw y a d ody’s anybo fancy rong. ever yb all this d up to t be w o in h t m ig d d e m t ou ar t an t addic n and Well, y your he 5) is no g dow n 4 . in e 9 y t p 1 e it o s n d r n u e to 1924 a unt of value in e this jo It’s tim no amo etween nd the e ma d a t b v t a a s n h h r r t e o y b ea d ey und erience (those who alr be. Th an exp ration e o is t n t e t c n g a a t nt dvice an con don’t w The sile g fo r a y. Hum in . They d k y o o g b e lo lo o m chn you’re e able with so new te p.

If you’r o w hen cof fee . m d f o u n r o w t a t p r c r u ve ac time o gs you e away n will e having ’ll com gic thin block a rmatio u e o t e o f a h y r t in t is s d d n a se gue s s e mos t n arou web-b e of t h ow, my a s bee n n h o d o e n h b a w y e h e re ebod y So, ma e of t h to som r u t t u a o n h ac ntless r me. is to re the rele rked fo f o o w o It g . to let n e c te d n d co n a d e ir insp

A

r e t t o P Mark Follo

P4

CANVAS March 2013

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marketing insights The number of new magazine titles that appeared on newsstands in 2012 – 242 of which are publishing with regular frequency; there haven’t been that many new magazines debut on the market since 2007, when there were 715 new titles (248 that published regularly).

See ya’ll on social Two-thirds of consumer-facing businesses say they’ve generated leads on Facebook, while 40 percent say they’ve scored sales directly from the social network, according to the “State of Digital Marketing 2012 Report” by Webmarketing123. In addition, more than half of the B2C marketers polled say they plan to increase social spending in 2013, while 46 percent expect to keep that budget steady. B2B marketers were less bullish, with 41 percent saying they plan to increase spending and 56 percent holding steady.

P6

Print has still got it

Digital advertising is it

So, where are today’s consumers turning to find the latest and

With worldwide, digital ad

greatest products and services? According to a recent survey

spending passing the $100-bil-

by the American Catalog Mailers Association (ACMA), they con-

lion mark for the first time in

tinue to rely heavily on print

2012, new estimates by eMarket-

catalogs they get in the mail.

er show it will increase even fur-

The survey – “Catalogs: The

ther (15.1 percent) in 2013. That

Consumers’ Point of View”

will translate into $118.4 billion

– shows that 66 percent of

spending on platforms such as

consumers say they exam-

desktop and laptop computers,

ine the print catalogs they

mobile phones and tablets. And

receive in their mailbox; 58

it gets better, eMarketer expects

percent look at catalogs as soon as they arrive; and 46 percent

digital ad spending to spur dou-

say catalogs are considered very or extremely useful compared

ble-digit growth through 2015.

to other retail circulars.

CANVAS March 2013

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marketing insights

Give me my content Companies looking for branded content are not shy about paying for it. According to a recent Custom Content Council and ContentWise survey, spending on branded content by U.S. companies has increased an average of 13 percent during the past two years. And 2013 may not be any different.

Y our (mobile) words matter Mobile

devices

increasingly

The survey – “The Spending Study: A Look at How Corpo-

will shape how you craft your

rate America Invests in Branded Content for 2012” – shows

message. According to noted

that 79 percent of marketers are shifting into branded con-

venture capitalist and internet

tent, either at a moderate or aggressive pace. In addition, 52

analyst Mary Meeker, global

percent of companies say they have outsourced some por-

mobile traffic now accounts for

tion of at least one type of branded content creation in 2012. On average, companies are spending more than $1.7 million for

13 percent of web traffic.

In line with this statistic, a growing number of B2B target

branded content.

In addition, the survey shows that per-

audiences will be

sonnel continues to be the primary use

accessing

of budget funds: print form spent 44

email

percent on personnel, while electronic

from their mobile

form spent 57 percent. Also, 66 percent

devices rather than

to 74 percent of content created for print, electronic and other marketing ends up being used in social media efforts.

their

PCs.

their inboxes

Transla-

tion: There will be more of an emphasis on crafting content, including highly concise, clear and engaging subject lines, says Jeff Nicholson, VP, product marketing, customer analytics and interaction for Pitney Bowes Software.

She said it...

The best content is a good story well told. That story can take place in any number of different formats whether they are paid, owned, earned or shared. I think it’s a mistake to only associate content with earned and owned. The more we experiment with content creation and distribution, the more we see a fusing between paid and other distribution channels.

– Linda Boff, executive director, global digital marketing for GE, on how brands distinguish between what is content and what is advertising

P8

CANVAS March 2013

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Is Integrity

P10 CANVAS March 2013

?

a Sales Strategy

Why showing good morals is good business

By Dave Kahle

I

was speaking to a group of professional salespeople recently on the subject of integrity in business. During one of our dinners, my host, who had been sitting in the audience, sheepishly shared that several of the salespeople

seating near her snickered at the idea.

Evidently, they felt that sales were just a series

of transactions, and that a salesperson’s job was to wring as much money out of each transaction as possible, under whatever means necessary.

Their position was both sad and unwise. I believe there certainly are practices in the business world where morality perfectly coincides with wise business. Integrity is one of those practices. Showing good morals is good business.

CANVAS P11

Is Integrity a Sales Strategy?

Your reputation for honesty and integrity must be a smart business strategy – one that will result in measurable benefits to you.

I believe salespeople should

was fully furnished, down to the silverware and cooking utensils. It

adhere to a “no-exceptions”

was not only a good value, but a wise investment, too. We offered

policy of maintaining abso-

the owner his asking price.

lute integrity. I’m not going to make the case for

Shortly thereafter, the real estate agent called to say that the owner, upon receiving our offer, had increased his price.

absolute honesty as a moral

He no doubt thought his move was a slick negotiating ploy. We

policy. That’s better left to our

viewed it as a lack of integrity. If we couldn’t believe his originally

churches to do. But there is a

stated price, we weren’t going to believe any of the other repre-

powerful case to be made for

sentations he had made.

honesty from a practical point

We would be reduced to

of view.

counting the number of

Honesty is a powerful sales

spoons and forks instead

strategy. That’s probably more

of believing the inventory

important today than ever before.

sheet he provided. We

It works like this. If you have

didn’t want to waste time

integrity, you conserve your

checking out every aspect

customers’ time. In today’s

of the deal. If we couldn’t

frenzied world, time is more

trust any of his state-

precious than money for a lot

ments, it just wasn’t worth

of people. If your customers

the risk to deal with him.

cannot believe you, they must

So we walked away from

use hours, days or weeks of

the deal.

precious time to confirm the representations you’ve made.

If

you

don’t

believe

somebody, how can you do business with him?

But if they can believe you,

The same is true of your customers. The more your customers

they won’t feel the need to

trust you, the less risk they feel in dealing with you. That’s more

check for the veracity of every

time spent on investing in your products, services or programs.

fact or statement.

From your customers’ perspective, it’s easier and less risky to

Here’s an illustration. A few

deal with someone you trust than with someone you don’t trust.

years ago, we attempted to

That translates directly into dollars. I’m always willing to pay

purchase a condominium. The

more for something if I can buy it with less risk. On the other

condo, in a resort location, had

hand, I’d rather not buy anything if I am suspicious about

been used as a rental unit. It

the vendor.

P12 CANVAS March 2013

The Grass is Always Greener, Right?

He repeated his comment.

A few years ago, I grew jealous of my neighbor’s lawn. It was

“Wait a minute. I only agreed

far greener and thicker than mine. Turns out he had a lawn care

to one application. I’m not

service that fertilized his lawn several times each year. I was de-

committing to an ongoing

termined to do the same thing. I obtained the contact informa-

contract until I check out all of

tion for the company he used, formed an idea of what the service

my options.”

would cost me, and pursued doing business with them.

“But that’s not how we do

When I inquired about the type of services available, the sales-

it,” the salesperson said.

person said there were several options available. I’m a visually

“No,” I said.

oriented person, so I like to make decisions based on what I read,

“But, but...” he said, trying

not on what I hear. So, I said, “Okay, do the first application, and then leave me a brochure so that I can review my options. I’ll make a decision.”

to formulate his thoughts.

“No. Forget it. Cancel me,” I said.

The salesperson agreed.

So, what happened? I was

After I reviewed the details of my location, the approximate

as good a prospect as he ever

date for the first fertilizer application, etc., we made a deal. The

had. I called them to make the

salesperson repeated our agreement, saying, “Okay, we’ll be out

deal and was ready to make

to do the first application; we’ll leave a brochure, and you can can-

a purchase. But something

cel at any time within 30 days.”

in what the salesperson said

“What?” I said.

raised a red flag. It made me

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Is Integrity a Sales Strategy?

Your Sales Resource Starts Right Here To review Dave Kahle’s recommended set of ethical guidelines for salespeople, you can download “Ten Commandments for the Ethical Salesperson” at http:// www.davekahle.com/article/chap16.html. In addition, you’ll find dozens of sales insights on Kahle’s Sales Resource Center, which houses 455 training programs to help you live more successfully and sell better. Each are delivered over the internet, 24/7, for one, low monthly fee.

For more information, visit www.davekahle.com.

On the other hand, if your customers accept your word, and choose to deal with you, even when you’re offering an identical product at a higher price, they probably trust you.

Your reputation for honesty and integrity must be a smart business strategy, one that will result in measurable benefits to you.

Unfortunately, a reputation for trustworthiness and honesty is not one event or

The more your customers trust you, the less risk they feel in dealing with you. doubt the company’s integrity. He originally said the company

transaction. It doesn’t develop

would only bill me for one application, and then he implied that

out of some clever phrase

I had to commit to an ongoing program.

you memorize and repeat. It

I viewed that as deceitful and manipulative. If I can’t trust

develops over time, as you

them on that, what do I trust them on? There are tons of lawn

adhere to a set of ethical

care companies out there. So I went to the next one in the Yel-

standards in small and big

low Pages and had my lawn done.

things. It’s not a technique you use, but one you chose

In You They Trust

to become.

Life’s too short. You can’t spend your time dealing with people

As you strive to adhere to

you can’t trust. Ask yourself this: Do your customers see you

the standard of absolute hon-

as trustworthy?

esty and integrity in all you

That’s a tough question to answer. You can’t ask them, because

do, you’ll develop a character

they may not be completely candid. But you can get a sense of

trait that’ll become evident to

how they feel by looking for signs of trust or a lack of it.

everyone around you, includ-

For example, if you find your customers buying from a higher priced source, or buying a product or service you consider inferior; they may not trust you.

ing your customers.

That’s just good business and good morals.

Dave Kahle, one of the world’s leading sales educators, has written nine books, presented in 47 states and eight countries, and has helped enrich tens of thousands of salespeople and countless sales organizations. Sign up for his no cost weekly Ezine, and, for a limited time, receive $547 of no cost bonuses when you obtain a copy of his latest book, “How to Sell Anything to Anyone Anytime.”

For more information, visit www.davekahle.com.

P14 CANVAS March 2013

A Social

Explosion Why it’s time to join the revolution in 2013

P16 CANVAS March 2013

By Mark Simmons

A

s you settle into 2013, you can’t help but look ahead to see what the year will bring. One thing for sure: expect to see equal or greater momentum in the area of social media. This often, undervalued gem of digital marketing is poised to explode in 2013. This will not only be fueled by the consumer, but also by the marketers’ increasing ability to track and measure performance.

Last year, social media saw major achievements in the area of

Going mobile

interactivity during live events. On the surface, it facilitated con-

In 2013, expect advertisers to

versations around events such as the Super Bowl, the Grammy

pay more attention to the mo-

Awards and the Presidential debates. Advertisers played a major

bile experience. Smartphone

role by sponsoring tweets or crafting relevant Facebook pages

sales are climbing rapidly, while

to capture their audiences’ attention. The net effect was that you

tablet sales are being driven by

had incredible opportunities to engage with your consumers and

wide selections and low prices

bridge the gap between traditional and digital mediums.

(relative to Apple products). With

This year, this opportunity will go to the next level and be

the public’s continual craving for

adopted by more advertisers. The technique began in the last

content on mobile devices, it’s

quarter of 2012. Next time you’re watching TV, look for the

time you address this reality.

Twitter hashtag of your favorite show,

As intelligent so-

commercial or newscast. Marketing

cial media marketers,

departments know that leveraging al-

you should embrace

lows them to continue the conversa-

this, not fear it.

tion when the show or commercial has

For example, Face-

aired. This consumer-driven conversa-

book allows you to

tion has viral effect written all over it.

create custom tabs

How often have you shared some-

for many uses, such

thing clever on your Facebook or

as running a con-

Twitter feed?

test. How it renders

Right now, social media as a channel is undervalued by big

on a laptop/desktop versus an

brands. The reason falls into the lack of creating tangible perfor-

iPhone is a consideration that

mance metrics and establishing proper tracking. This will change

hasn’t been properly addressed

in 2013. CEOs and CMOs won’t stand for it anymore. On the

in the past. It’s important that

other hand, more of the web analytics power players like Adobe

marketers understand the mo-

are addressing the social media measurement conundrum.

bile experience, including how

As more companies adapt to the tools and strategies, and as-

a campaign is displayed, ease

sign dollar values to “Likes” and “reTweets,” you’ll see a shift

of use and convenience. Get it

in thinking. Social media has tremendous ability to impact your

right, and you can stand out in

marketing bottom line. The trick is not only in the execution,

a crowd. Get it wrong, and your

which must be top-notch, but in the measurement as well. By

consumers will use social media

tracking results, you quickly can figure out what works and what

to tell you what you did wrong.

doesn’t. The result is a more efficient marketing spend and improved customer experience.

After all, this is what digital is all about, right?

As important as it is to consider the implications of mobile in social media, growth

CANVAS P17

A Social Explosion opportunities in the mobile space are available on a number of

step further by creating brand-

fronts. Take the underutilized mobile search capability, which is poised

ed games based on its com-

for major growth in 2013. As companies address the mobile experi-

mercial characters. It’s brilliant

ence with greater vigilance, marketers will take greater advantage

when you think about it. Mar-

of the ability to extend the conversation using mobile technology.

keters are able to stay top of

While mobile search has been around for a number of years, marketers have not taken full advantage of it yet. The surge in

mind with their customers/consumers without overtly selling.

smartphone sales translates into incredible opportunities for

Advertisers such as Bud Light

your brand to reach your consumers at the exact point of inter-

use the commercial mobile

est. Think how visible your mobile ad will be when someone is

phone-based music identifica-

searching for a place to eat or for a specific product? If you don’t

tion service Shazam to continue

run mobile ads, you may miss out.

the engagement process. On

Surprisingly, advertisers are not dedicating significant budgets to

Shazam, when you tag the song,

mobile searches. One of the reasons can be traced to a fear of the

your mobile device brings you

unknown. Remember, growth will come when you start testing new areas. That said; expect to see budgets for mobile increase, as advertisers will need to budget for diversification and

Every company should ensure that the mobile experience is as positive on a laptop or desktop.

improvements in the technology by industry leaders Google and Bing.

to a customized landing page, where you could download free

The mobile experience

music, re-watch the commercial

How your company handles the mobile experience significantly

and share your experience on

can impact your bottom line. Brands traditionally have spent time

Facebook and Twitter. It’s a fan-

and resources ensuring their main websites are top-notch. They

tastic technique for continuing

want to provide a superior user experience, making it simple to

the conversation once the com-

find and purchase their products.

mercial has aired and bridging

Early on, some of these companies realized how their custom-

the traditional-digital gap.

ers wanted to shop on their smartphone or tablet. The ones that

A big complaint about TV, ra-

nailed it created dedicated sites for additional devices. There are

dio and print is the lack of mea-

a surprising number of companies that still don’t have mobile

surability. Using Shazam not

websites or mobile applications. As they realize the unique na-

only let’s you provide a richer

ture of the mobile shopping experience, expect this to change.

experience, but you can track

Though vital for e-commerce companies, it doesn’t stop there.

all the activities, too. Analysis

Every company should ensure that the mobile experience is as posi-

of this activity results in greater

tive as it is on a laptop or desktop. Companies such as Geico have

performance and increased rev-

made sure of this by creating mobile apps that allow you to man-

enues. Expect to see more TV

age your policies, report claims and get insurance cards (think the

and radio ads using Shazam in

“When Pigs Fly” commercial currently airing). It has taken things a

the coming year.

Mark Simmons, co-founder of New York City-based Mixed Digital, has been a digital marketing professional for more than a decade. His client roster includes SAP, Four Seasons Hotels and Wharton School of Business. You can connect with him on LinkedIn and Twitter @markfsimmons or mixeddigital.com.

P18 CANVAS March 2013

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business insights

Operation QR Code 10 ways you can use them more effectively in your marketing programs

W

By Jill Wangler

ether you like them or not, you can’t deny that QR h Codes are everywhere. They probably have applications in your marketing communications programs.

Here are 10 ways to use them more effectively.

No. 1: Know what it is not

screen sizes. Remember that the bandwidth or

A QR Code shouldn’t be the focal point of your

processing speed for phones is far less than

advertisement/communication. With very few

your desktop computer.

exceptions, your audience won’t care about the visual. A QR Code simply is just another “call to

No. 4: Get personal

action.” Make sure there’s an enticing reason

QR Codes can be personalized. Just like a PURL

for your audience to scan the code and that this

(personal URL or landing page), your QR Code

reason is obvious. They must be able to say,

can be variable and each user’s landing page

“What’s in it for me?”

can be customized to them. Anything on the page can change, driven by

No. 2: Be relevant

the data you have on your

Don’t just have the QR Code

customers. This includes text,

go to your home page. This

offers, incentives, options, im-

probably is the most violated

ages and colors – things that

rule of QR Code best prac-

can be tailored to their spe-

tices. The result typically is

cific demographics, needs, in-

useless since the website is

terests, goals, etc. The more

formatted for a larger screen,

relevant the message is, the

and is impossible to read or

better your response. Re-

use on a smartphone screen. Be creative. Make

member: QR Codes can show you who scanned

sure the experience is useful, interesting and rel-

it; when they did it; and what they clicked and

evant to what you’re offering. If not, you could

entered in real time.

damage your brand.

No. 5: Inform No. 3: Optimize for mobile viewing

Include information about what the QR Code

Along with being relevant and engaging, make

is and how to download a reader. Not every-

sure your audience can read your message. Your

one knows what to do. It also is helpful to

landing page must be mobile-optimized. Mo-

have visuals of a smartphone and reference

bile is a unique and distinct access channel to

the word “smartphone,” since traditional (or

the web. Your page should work with widths of

feature) phones don’t have the technology to

320 pixels and 480 pixels – the most common

scan the codes.

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business insights QR Codes can show you who scanned it; when they did it; and what they clicked and entered in real time. » VCard or business card: Touch to enter the

No. 6: Test Test the QR Code prior to printing. Make sure

contact record in your address book; no typing

there is enough contrast between the back-

» SMS text/Plain text: Automate a text

ground and the code, and that there is enough

message login or a one touch opt-in

“quiet space” around it. Make sure it’s big enough given the typical distance from where

» Appointment: Excellent for registering people for events

someone will scan it. The more complex the code is, the bigger you’ll want it. Test the land-

QR Codes can go to a video, a coupon, an in-

ing pages from multiple phones. Mobile is a

formation sheet, a menu, a contest entry form,

unique access channel to the web, so proof

download a ring tone, show a location with a

your campaign from the devices that will be

map or GPS, etc.

used in the real world.

No. 9: Get Social No. 7: Make time to measure

If social media like LinkedIn, Twitter, Facebook

Take time to examine the back-end analytics

and YouTube is an integral part of your market-

so you know what your campaign generated.

ing strategy, incorporate them into your landing

Check which devices/browsers are used (this

page. Placing your social media links on your land-

shows you what you should reference when op-

ing page can help your message or offer go viral.

timizing your landing pages), daily/hourly activrics and feedback will better inform subsequent

No. 10: Business Cards – A Case Study

campaigns to increase their chances of better

Putting a QR code on your business card can

success. A marketing campaign is never a fail-

be useful. So, where should the QR Code take

ure if it teaches you a valuable lesson.

the smartphone? One of the best solutions is to

ity, location information, links clicked, etc. Met-

have the QR Code take the viewer to a landing

No. 8: QR Codes are more than URLs

page that shows the business phone, mobile

Personalized or not, web pages aren’t the only

phone and email address of the person on the

actions a QR Code can evoke. It also can be a:

card with a button next to each. These choices

» Phone number/email address: Just tap to dial/ send or save for future reference; no typing

make it easy to read on a small screen, and the button provides an instant action step.

Jill Wangler is the director of marketing for Fineline Printing Group in Indianapolis. With more than 20 years in marketing and operations management, her experience includes both B2B and B2C marketing, including managing marketing communications for mergers, acquisitions and new products.

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