Engage customers and add a new dimension to your packaging, POP, vehicles and promotional materials.
by Brad Beckstrom
What is “marketing real estate”? Any company that makes a product, or serves customers, has marketing real estate. By real estate, I mean the white space on things like packaging, mailings, point-of-purchase materials, vehicles, uniforms and sales materials.
McDonald’s serves 69 million people per day. Let’s say that, based on this amazing number, they serve up about 60 million cups per day. Based on the number, the space on those cups has some very valuable marketing real estate. What is that space worth to Coca-Cola? What would it be worth to Pepsi? How many people see that Coca-Cola logo a year on those cups? Based on my back of the napkin tabulations, about 22 billion people in 181 countries. That is some valuable marketing real estate.
So, a few years ago when McDonald’s decided to make their global packaging more consistent and use this space more efficiently, they put a lot of thought into it, including engaging a global advisory board in the process. They wanted packaging that was attractive, but could work in multiple countries and languages with many different types of promotions.
One of the top priorities was the ability to use this packaging to engage and communicate with customers instead of just sharing a logo or a web address. After successful test case studies around the world, McDonald’s decided to add a third dimension to their packaging globally with a far reaching mobile web strategy — incorporating QR Codes.
The QR codes drive smartphone users to a McDonald’s mobile website with product information, nutrition information special offers and promotions. The QR Code destination, mobile websites, promotions and special URLs can be updated digitally without expensive changes to packaging. This helps large companies avoid waste when packages containing special promotions, product information or nutrition information inevitably change.
Most importantly, it makes efficient use of valuable real estate on every cup, napkin, bag, placemat, product package, point-of-purchase material in every McDonald’s worldwide.
You don’t have to be McDonald’s to make use of your valuable marketing real estate. QR codes and mobile short codes can be used by any small business when creatively incorporated into your marketing real estate to engage your customers. Here is one example of one incorporated into a coaster from Stanley Park Brewery.
Reach out to ApolloBravo for a free mobile marketing strategy consultation and advice on incorporating The Mobile Web, QR Codes and Mobile Short Codes into your valuable marketing real estate.
Brad Beckstrom ApolloBravo
My wife and I are not speeders. Unless you call driving 8 to 10 miles per hour above the posted speed limit, just to keep up with traffic, – speeding. In the DC Metro area driving at the speed limit can be dangerous. We have both also been “unfairly” nailed by speed cams in DC.
To solve this problem, we recently installed the WAZE app. Wayz in addition to being a solid GPS also allows users to share speed cam, speed trap and driving hazard info. These alerts then show up as icons with warnings. This comes in real handy for avoiding accidents and bad road conditions.
The app recently bought by Google for just over $1 billion dollars, so I think they may be onto something. Google paid 1 billion but you can get it for free here ow.ly/rHIL7
New York: MasterCard, in a bid to enhance its positioning in the smart wallet race versus rivals Visa and American Express, has launched a mobile commerce program incorporating QR codes.
QkR A new app currently being tested by MasterCard in the US, Europe, and Australia allows consumers to quickly purchase and pay for products from QkR enabled merchants using a smartphone. Users only need to register their card details to start using the app. QkR Also accepts other major credit and debit cards so consumers can register more than one card.
This year a trial program conducted at New York’s Yankee Stadium demonstrated to MasterCard the demand among baseball fans for acquiring hot dogs, pretzels and other game day goodies via the new technology. Similar tests are underway in Dublin, Ireland and Sydney, Australia.
MasterCard is demonstrating to sports fans and movie theater patrons the advantages of quickly ordering food and merchandise via QR code. These include:
No lines, just scan and the food will be delivered to your seat
Simple repeat purchase process for – that second beer
Never lose a receipt and remember all that food you purchased
Option to use debit cards or credit cards
A wallet feature in the platform also allows users to also complete and store transactions using rival credit cards Visa and American Express
Retailers can tap into MasterCard’s QkR platform to manage transactions
The QkR app also makes transactions more engaging allowing consumers to redeem special offers directly in the app, no coupons or codes necessary.
More info on driving mobile commerce via QR codes
A 2013 study from PEW Internet found that 63% of mobile phone owners use their device to access the Internet. More importantly, 34% of those users stated it was their primary means of access to the Internet. Many of these users are following links shared on social media, apps and email (still the most popular app on smartphones). With the proliferation of free Wi-Fi and all-you-can-eat data plans the average smartphone user has many options for accessing the web and working remotely. Because 91% of Americans now own a cell phone, this number will only continue to increase. Device manufacturers like Apple and Samsung continually up the game with the quality of the browsing experience and the speed of the device. Apple’s new iPhone 5S is more powerful than many laptops and certainly more convenient for quick access to information.
What to do with this data? Seriously consider taking a mobile first approach to web design, advertising and consumer promotion. Instead of designing a website or digital campaign for traditional browsers consider first what it will look like on a smartphone. Using this approach it’s easier to then make the campaign or website responsive so that it opens up and breathes when viewed on a traditional browser. Another option is to use mobile redirection for a fully custom experience.
40% of SMBs Now Accept Payments with Mobile Credit Card Readers. Engage customers with mobile receipt delivery.
A new report from The Local Commerce Monitor. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs), indicates that there’s a steady increase in SMB’s that are going mobile.
The segment with the largest increase are SMBs that accept payments at the point-of-sale with a mobile credit card reader. Small credit card readers like square plugged into iPhones are becoming a ubiquitous payment option from small food trucks to growing retail locations. The study showed that 40% of SMBs are using some sort of credit card reader attached to a smartphone or tablet. Another 16% plan to add this capability in the next 12 months.
The study pointed out that 32% of these same SMBs are using some form of mobile advertising to promote their business. The recent jump in Facebook revenue reflects the rapid SMB adoption of mobile ads with the social network.
There is an opportunity for SMBs and major retailers to opt in consumers for future offers by allowing consumer to receive a copy of the receipt via email. The key is not to ask for too much information or go through some complex app authorization screen. Just capture the email address “only” to deliver the receipt. With the receipt you can include “an option” for the recipient to opt in to surveys, receive future discounts and special offers.
Take your cues from much larger businesses like Apple Stores that do a good job at this. If you opt in to receive your receipt via email that that’s what you get “ just the receipt.” However, at the top of the receipt you will notice a link with a “tell us about your experience” survey. Within that survey, or directly on the receipt, you can include an opt in for future offers, social links, and promotions. Apple takes it one step further with a survey that helps them better define the future needs of any small business.
If the customer uses the survey link just to complain or does not opt in to other offers you have still provided a useful service and you’ve learned something about your business. You have the option to bring that customer back into the fold with a quick response, solution and/or special offer
Once your list starts to grow make sure your survey, emails and links to coupons and websites are mobile optimized more responsive to multiple device sizes. It consumers are going to use these offers at your retail location they are going to be on a mobile device.
Contact us for mobile commerce options and a free mobile readiness evaluation.
By Brad Beckstrom.
You’re watching a show and you can’t remember the actor’s name so you grab your smart phone and visit IMDb. A sport’s stat on ESPN prompts a friendly disagreement and the smartphones come out in search of the truth. Or, if you’re like me, you may not even be using the TV to watch a show at all. You may be using it to stream music through Pandora while running a slideshow through Flickr so you can get back to that book on your iPad.
A recent study released by Google noted that 77% of TV viewers use another device while watching TV in a typical day. So you’re not alone in your ADD. These simultaneous activities can often be complementary usage, for example “doing a quick price check on a product being advertised” versus multitasking, ”clearing out some old emails while watching a rerun.”
In either case, the vast majority of these TV viewers will be visiting your site on a mobile device. There are two other things, TV viewers will be distracted, and they won’t stay long. If you want their attention, it’s very important to assure they land on a page with a great call to action and free of clutter.
There are several options here, the first is to make your entire site responsive to mobile devices, especially smartphones. This way you’ll be sure to present a page that is acceptable to a mobile user and easy to navigate. Another option is to use code that detects mobile devices and sends them to a landing page on your website designed specifically for those users.
To come up with the best solution for your business, blog or website you should think about how users may come across links to your site. Do you include links to your site in emails? Is your product advertised or promoted on TV? Have you thought about using Google AdWords for mobile or Facebook mobile ads to promote your product or service? All of these will have an immediate impact on the number of mobile visitors to your site. You should also install and use Google Analytics on your site to get a feel for the current number of visitors arriving via mobile devices. Don’t depend on analytics alone as it often shows you what users are working with on your site versus what they want. Reach out to us if you need help coming up with the full picture.
by Brad Beckstrom
When consumers are searching on their smart phone there’s a very good chance that they’re ready to take action. A recent joint study from Google and Nielsen demonstrated that 73% of mobile searches result in additional actions. This is most important for retailers as 17% of searchers visited a store and another 7% called the business. The most important finding is that 25% visited a retailer’s website on their smartphone. It’s essential that your website be responsive and easy to navigate for mobile visitors if you want them to take action. Ask yourself the following questions:
- Does our website load quickly on a wide variety of mobile devices and is it responsive to large and small tablets
- Is it free of clutter and easy to read with click to call and quick access to store location information
- Do you have a mobile coupon strategy to drive traffic, this could be as simple as a reward for visitors who opt into your SMS or email lists
- Can consumers quickly login and share with Facebook as an option to creating a password and entering their email address
You’ll notice that in the study 36% of mobile searches resulted in continued research. This generally means they didn’t find what they were looking for. They may have clicked on a website that took more than 7 seconds to load or was not mobile friendly or was confusing and hard to navigate. Those are the customers that are up for grabs if you can do mobile right. Try this quick test. Search for “Frank and Oak” on your mobile phone. Click on the first result. That’s how mobile should be done and if you’re a brick-and-mortar retailer your business is being disrupted.
Click here to request a copy of the full mobile marketing report
By Brad Beckstrom
In mobile it’s all about the destination.
A recent study released by Google and Nielsen noted that 52% of consumers are less likely to engage with company or product that has a bad mobile experience. Open any magazine and you’ll see QR Codes. They are fairly easy to create and many advertisers are simply dropping them into ads without really considering the destination. In mobile “it’s all about the destination” whether a visitor scanned a QR code, searched on their mobile phone or received a special offer via email. The most popular mobile app is still email which means mobile users are linking from email campaigns and in many cases are arriving at a landing page that has not been optimized for mobile.
When the mobile visitor arrives you should be ready regardless of what type of device, app, link they are using to get there.
Think about it. Have you ever used your mobile phone for search? Most people do. When you find something you’re looking for, do you click on it? Most people do. That’s why it’s so important to optimize your website for mobile. A recent study from Google and Nielsen showed that 61% of customers who don’t see what they’re looking for right away will quickly move (or bounce) to another site. There are lots of options including responsive web design and handset detection that can allow your website to automatically adapt to phones, tablets, mini tablets and those big things we see people holding up to their ears called Phablets.
We’ve been looking for something like Trello for a long time. Trello Is promoted as a project management system. As a digital marketing agency we’ve got that down. What was really missing was a global collaborative space to share ideas and brainstorm. At the core of Trello are cards that are used to share and organize ideas. People can collaborate using tablets, smart phones and traditional browsers. This is ideal when trying to brainstorm with folks in different locations and time zones. People can also vote and share ideas outside of the group. As more of the best creative’s in the business ditch their commute and learn how to work from home apps like Trello become very valuable. Think of it as a digital whiteboard that doesn’t end up a scribbled mess, or have the words “do not erase”, scrawled above it. I’ll let you know how it goes.
More here https://trello.com/