by tradesmeninsights | Apr 27, 2011 | Marketing Tips, Marketing Tools, Marketing Trends, Traditional Marketing
I’m sure you’ve seen these strange looking symbols and some of you (over 60% according to a recent post in eMarketing.com) know what they are.
These Quick Response codes are showing up more than in consumer applications to get people to use their smartphones to interact and get more info on the spot. They may take you to a video, coupon or an e-commerce site. The key is that once your initial communication stops them, whether it’s an ad or billboard, the QR code enables them to go to the next step on the spot using their phone.
So if you’re not using them in your marketing efforts, maybe you should try them. I’m curious how many of you are currently using QR codes and where are you sending them?
If you like this article, you may want to read:
U.S. Leads in Global Use of Mobile Barcodes
5 Practical Ways Manufacturers Can Use 2D Bar Codes
by tradesmeninsights | Apr 21, 2011 | Marketing Tips, Marketing Tools, Marketing Trends, Traditional Marketing
By now most of you have seen these strange little boxes somewhere in your life. You may have seen them in one of your favorite consumer magazines. They’re even showing up in some trade books.
For those who don’t know what a QR code is, it’s a 2D bar code that allows you to connect to additional info using your smart phone that has a camera. Since there are more smart phones being sold now than PCs, maybe it’s time you consider doing something that will take advantage of this technology. One of the nice things about QR codes is that they are contextually relevant. In other words, you can target info based on where you place them and each can be individually tracked.
Here are six real world practical ways manufacturers can utilize QR codes in their marketing activities:
- Trade advertising – Put a QR code in that will take the reader to a testimonial video or a product demo.
- Trade shows – Pre-show and at-show promotions. Add a code with show specials or other reasons to visit your booth, like a new product introduction.
- In-store signage – Other than the big boxes where they control most of the “look and feel,” use signage to drive them somewhere like a video that shows them why your product is better than the competition.
- Product packaging – Again, you can make a case for your product over the competitors, or you can give assistance to those who aren’t sure which hole saw or drill bit to use.
- Product literature – From sell sheet to direct mail, use to connect to reasons why they should buy, i.e. videos or other important features/benefits to help them prefer your product.
- Premiums – For your next distributor open house or counter day, have your guys wear tee shirts with a clever saying and a QR code. It’s a great way to stand out in a crowd.
These are easy to use, free, each are trackable and they are a good way to set yourself apart.
If you’d like to learn more about QR codes, these additional posts may be of interest:
QR Codes: Are Manufacturers Missing an Opportunity?
What’s Augmented Reality?
White Paper: Trends in Mobile Media
by tradesmeninsights | Apr 20, 2011 | Marketing Tips, Traditional Marketing
Customer service in most companies can make or break you. How you are treated can define whether you will continue to do business with that company. You can spend millions on brand building and still fall short if customer service is the weak link in the chain.
I was at a trade association meeting listening to one of the speakers talking on this subject, and he kept referring to this company called Zappos in Las Vegas and what kind of brand they built around customer service. I had never heard of them (a billion dollar company that was recently purchased by Amazon), but my wife had. She sang the praises of this online company that sold shoes. Not their own branded ones, but everybody elses.
I wondered how they could make money selling “me too”-type things, but soon found out that it’s the way they sell them that makes the difference. They offered free shipping both ways so if you didn’t like them or they didn’t fit, it wouldn’t cost you anything. My wife has a narrow foot and has a hard time finding shoes. Zappos carries a better selection on not only the standard, but the hard-to-find narrow and wide sizes.
So what I did was get Tony Hsieh’s book, Delivering Happiness, that told his story of the Zappos adventure over the last 10 years. It was a good read of the ups and downs of trying to grow a company. What do selling shoes have to do with selling stuff to the professional tradesmen? I’d say plenty if you follow Zappos ‘ 10 core values. Here they are:
- Deliver WOW through service
- Embrace and drive change
- Create fun and a little weirdness
- Be adventurous, creative and open-minded
- Pursue growth and learning
- Build open and honest relationships with communication
- Build a positive team and family spirit
- Do more with less
- Be passionate and determined
- Be humble
Many companies have core values but fail to follow them. Maybe it’s time for all of us to relook at our core values and see if we’re actually working towards them. Next time you’re in Vegas, give them a call and take the tour. They’ll come and pick you up at your hotel. My youngest son who is a business coach took the tour the last time he was out there and said it was worth seeing the culture at a billion-dollar company. All you have to do is call and set up an appointment.
by tradesmeninsights | Apr 19, 2011 | Marketing Tips, Social Marketing, Traditional Marketing
Mike is pretty well-known from “Dirty Jobs.” You likely see him quite a bit on commercials these days, but lots of folks still don’t know about MikeRoweWorks.
Basically, Mike’s mission is to not make work the enemy. Our country seems to forget the value of hard work: we are ignoring infrastructure, we are getting rid of shop classes, etc. Mike explains what he’s trying to do here.
Mike started the Trades Hub. The way this site works is that it organizes the content in a way that makes it easier to go through and find things. It only shows snippets of any content and does a good job of pushing traffic out to participating bloggers.
It uses social signals, what people view and save, to help determine what the best content is. And it generally aims to attract an audience that may not otherwise find each individual blogger. It is going to be a fantastic resource.
You’ll find a link on my side bar to the right and I was asked to be a regular contributor to the site which I was very happy to do. So check it out and let’s keep America working with the professional tradesman.
by tradesmeninsights | Apr 7, 2011 | Marketing Tips, Traditional Marketing
Social media may be the hottest topic around the water cooler at work, but when it comes down to generating sales, direct marketing still fills a need. We all need to remember that there are many tools in the marketing tool box and we shouldn’t dismiss or forget about what’s been successful in the past.
You may have been bombarded by DM in past years to the point of oversaturation and were kind of turned off by it. Then there are e-mail campaigns that also began to bombard us and we either tuned them out or our IT department put enough filters on that nothing or next to nothing comes in.
What do you want to bet that the same will hold true of social sometime down the road? That happens when everyone hops on the newest thing. Ironically, we have had for both ourselves and for clients great success of late with DM because very few people are doing it!
I recently read a post by Chris Cottle in BtoB magazine that highlighted 5 best practices to help guide your DM efforts and I wanted to share some highlights thant might help you:
- Invest in your list – The old adage “garbage in, garbage out.” Don’t be concerned so much about the size of the list, but the quality. Your best list is an internal one that’s a combination of leads from traditional marketing efforts, as well as input from your customer service, outside sales and warranty cards. Segment the list by markets, job function and if you can, where they are in the buying cycle.
- The offer matters – “What’s in in for me” should be the first thing a prospect should see. Make offers instantly relevant and show them the benefits.
- KISS – Keep it simple. You don’t have to have an “award winning” piece, but one that gets the prospect’s attention. Simplicity implies confidence.
- Frequency matters – Depending on your audience, you’ll have to test to see how often you can touch them without getting pushback. If you’re using e-mail as part of your program, you will find out very quickly where the opt-out rate start to increase.
- Prove your business case -You only have a few seconds to get their attention and then you need to quickly convince them of the value of your proposition. In most B-to-B cases, there are multiple buying infuences and you want to get this person on your side to be your advocate with other colleagues.
I hope these have spurred some ideas for your next direct marketing program.
by tradesmeninsights | Mar 30, 2011 | Marketing Trends, Social Marketing, Traditional Marketing
We’re all seeing more and more of these strange looking square boxes (2D codes) in ads and on billboards and packaging that connect people to mobile sites for more info.
According to 3GVision, a global pioneer and leader in mobile barcode solutions and advanced image processing technologies to fast-track consumers to the mobile Internet, the USA is leading for the first time in terms of absolute numbers of scans.
Top 10 users of mobile barcodes during Q4/2010:
1. (2) United States
2. (1) Italy
3. (3) Germany
4. (10) Hong Kong
5. (7) France
6. (15) Canada
7. (5) United Kingdom
8. (6) Netherlands
9. (4) Thailand
10. (11) South Korea
( ) – Position in Q3/2010
From Quarter 4 of 2009 to Quarter 4 of 2010, there was a +400% increase in mobile barcode scans.
Bottom line is, 2D bar codes are here and they are not going away. What are you doing to capitalize on them?
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