Aglow Marketing's Blog

QR Codes: Fab or Fad?

Marketing trends come and go (some more quickly then others) so it'll be very interesting to see the fate of the uber trendy QR (Quick Response) codes. 

Are QR codes here to stay and more importantly to marketers, when does it make sense to use them?

First, start by considering your audience. Are they aware of how QR codes work? Do they have the technology accessible to utilize them? A recent survey on QR Awareness showed that nearly 20% of teens didn't even know what these images were. In fact, only 33% were able to identify the image as a QR code, with only 19% having the right software to read the QR codes.  Having said that, 74% who had used a QR code thought it was worth their time.  Moral of the story - start by considering your audience and their willingness and ability to accept this marketing tactic.

Next, consider what is your goal? Sounds simple enough, but as we markters know sometimes the novelty of a given tactic can be enough to sway decision makers to want to use them.  Are you trying to increase sales of a certain product? Raise awareness of a service you provide? Entice customers to view you as a thought leader?  Start with the goal and then ask yourself if a QR code can help you achieve it.

Here's a few effective ways we see QR codes being used, and a few thoughts on when not to use one.

Fab

• Coupons & Discounts - QR code research shows that consumers will take the time to scan a QR code if they get something out of the deal.  It's also a green marketing technique that some audiences will really appreciate.

• Contact Information - A brilliant use of the QR code is to provide instant down-loadable access to your business contact information/VCard via a QR code conveniently located on your business card.  Time savings for your contacts means a innovative brand image for you and your company.

• Events - Did you know you can create a QR Code for an event which creates a calendar instance when scanned?  This is an effective use of QR codes for those putting on workshops, seminars and other events who want to offer a quick and easy way for potential attendees to plan to attend.

• Captive Audiences - Think about using QR codes in locations where your audience isn't going anywhere anytime soon.  Table top displays at restaurants or events, point of purchase displays, waiting rooms, airports, etc. 

• Customized Content - At trade shows, consider a hand out with a QR code that directs your audience back to a unique landing page with an article or white paper about the trade show topic. The key here is customization - with the ease of creating QR codes at will, one size does not have to fit all.

Fad

• Primary Web Site Promotion - Creating a QR code to simply link back to your main web site is likely not the best use of this technology.  While it may seem novel at first, your not providing any extra value. However, QR codes can be effective when directing someone to a landing page with customized content on a given topic. This can be as simple as directing someone to an interior page of your web site, or as elaborate as sending them to a micro site. 

So how do you get a QR code? There's a few reputable & free services out there, but we personally love QRStuff.com, which even allows you to make your QR Code pretty! Choose the color to match your brand, vs. the boring black you see nearly everywhere. Another way to breakt thru the marketing clutter!

At the end of the day, QR codes are just one more tool at your acccess when creating your marketing plan and strategies.  If you're interested in learning more about our marketing strategy service, simply scan the QR code above ;-)

Marketing That Moves Us: I Was Born Green

Lily and I were chatting today about a new blog series entitled "What Marketing Moves Us" - because even though we are marketers, we're also consumers and buyers of goods and services. In fact, I'll be the first to admit I'm any great markete'rs dream.  I will buy new products, shop at new stores, and eat at new restuatuants based upon marketing alone.   So...the idea is that we'll be doing a regular post on marketing that moves us, makes us want to buy, and pass that insight along to you.  Our hope is that we can learn a little something from these examples that can be applied right away.  

THE CONCEPT:    A simple sticker on a Chiquita bannana that proudly states "I was born green."

WHAT GOT ME:   Such a clever play on words, especially with Green Marketing & Green Iniativies being one of the hottest  topics right now. (Interested in learning more about Green Marketing? -Join Indy AMA for a special luncheon focused on this very topic this April.)

WHY I THINK IT WORKS:    It's smart, it's  humourous -- plus it's worth passing along to a friend in conversation.  Also, when checking out Chiquita's web site I noted that they actually have an section dedicated to Being Green - so it's more than just a fun slogan, it actually is part of their culture and value system.

WHAT WE CAN LEARN:     When you are thinking of how you position your product or business, don't think quite so literally.  Expand your mindset. Think about how can you position yourself that evokes a sense of humor in a clever, thought provoking way that makes people think, remember you...and smile.

Making Time for Marketing: How To Make Sure Your Marketing Isn't an Afterthought

Is it just me, or has the beginning of this year gone by in a flash?  Between snow days and sick days, it's been difficult to get into a solid work groove.  As a result, the Aglow Marketing team has been keeping up with our clients' needs but (as is the case for many small business owners) not carving out time to work on our own marketing.  It's the same old "the cobbler's children have no shoes" conudrum. 

Many of our potential clients face the exact same issue - they know they should make time for marketing, they believe in the value of marketing, but as duty calls they simply don't make time for it.  As a result, their efforts become reactive or - worse yet - non-existent.  So how do we make sure that marketing isn't an afterthought and that it becomes a part of our daily activities?  Here's a few quick steps to get going:

1. Get A Plan -  It's difficult to make marketing a priority when you don't know what you are supposed to be doing.  Sounds like common sense, but so many people wish to bypass this important step and jump straight into tactics without an integrated plan.  Think through what you are trying to accomplish, who you are hoping to reach, what will move them to act, and how you will measure success.  Take the time to formulate a solid marketing plan rich with well-thought-out strategies to reach your goals - you will never regret it.  
2. Timelines & Calendars - Move your marketing plan into action by plotting out your tactics on a calendar.  Assign due dates and reminders - whatever it takes to engrain marketing your business into your daily life.
3. Be Accountable - By meeting with your marketing team on regular basis and reporting back on your progress, you will ensure your marketing activities are getting done.  Don't forget to track your success through analytics or whatever other metrics you have established in your marketing plan.

Lily and I recently spent a half-day working through our own marketing plan, and although it's not yet complete we are making sure we practice what we preach in 2011.  Stay tuned for some fantastic marketing efforts for Aglow yet this year.

Take care of your employees and you take care of your business. A lesson from John Mackey.

This morning I was reading my newsletter from the Harvard Business Review and a new interview title caught my eye, "What Is It That Only I Can Do?".  I took the bait and clicked.  The article highlights the co-founder and co-CEO of Whole Foods, John Mackey.  I watched the short video (included above) and really resonated with what Mackey has to say about management's job at Whole Foods.  Even if you're a solo business owner, this still applies to you!  Mackey says it's to:

- Hire Good People

- Make sure they are Well-Trained inTheir Work

- So That They Flourish in the Workplace and Give Great Customer Service

Seems like common sense. right?  I thought so until I recalled the traditional jobs I've had (working for someone else) where every time it was "sink or swim".  As in, you figure it out and see if you can make it work here.  Also, that it's up to you to determine what makes this place unique and better than our competitors.  Both of those, in hindsight, were a big no-no. 

One of our favorite tasks at Aglow is doing a strategy session for this very reason.  It gives us a chance to help businesses (of any size) really see who they are in the marketplace and what they plan to accomplish while there (and yes, you need to be specific).  Then we really encourage our clients to share and implement these ideas with their team.  When your team can better speak to what you do (and it should be the same message no matter who tells it) and know what you're looking for (rockin' clients that can't wait to use you), they can spend more time building your business rather than trying to figure out exactly what it is you do.

5 Hints to Make Your Marketing Message More Compelling

I recently attended the Master of Business Online Conference, and thoroughly enjoyed the variety of presentations ranging from InBound Marketing to Mobile Marketing.  However, my favorite session of the day was a bold talk on “How to Make Your Story Not Suck” by Don Schindler.  Don’s engaging talk really pulled me in, just like any great story can do, which ironically was the entire point of the discussion. 

 The session was a great reminder of how quickly we can forget how important the story is behind our marketing.  It can be all too easy to jump into a tactic without slowing down and making sure the messaging is interesting and touches our audience.  All great strategies are a loss if the story is wrong.

 Here are 5 quick takeaways that will help your copy read less like an ad and more like a best seller:

1) Ask Questions – Don previewed the Notre Dame “What would you fight for?”  ad campaign and brought up the brilliant point that people simply cannot stop themselves from answering question. Incorporate questions into your marketing to get your audience engaged immediately.

2) Pull from well known story genres – People love reading mysteries, comedies, and romance novels.  They don’t get as excited about reading lists of features and benefits.  Stop boring your audience with the dull bullet points of your business and wow them with the emotional pull of your company told in a completely different way. 

3) Make Your Company the Hero – What problem is your product or service helping to solve?  You are a superhero in someone’s eyes, so think through what evil you are helping to rid the world of and go with it.

4) Use Storytelling Techniques - Write your content following the techniques of every great storyteller:  Set the scene quickly, hook them with the conflict & rising action leading up to the climax, and then recount the resolution to the problem. Don highly recommends reading The Story Factor for even more insight into this inspiring way of writing.

5) Write Differently – When you consider how you are writing about your product or service, break away from how you have described it before.  Rip away all of the marketing fluff.  Think about new and interesting ways to position yourself that are not only interesting to the reader, but also make you stand apart from the competition. 

Here's to great storytelling and more effective marketing!

Why Setting Goals Matter - Professionally & Personally

Over the past month or so, I've been serving as the President of the Indianapolis Chapter of the American Marketing Association.  As I began my term, I was excited to jump into one of my favorite tasks - strategic planning!  Sure - call me a weirdo - but I love nothing more than a solid plan that you can work from and measure success.  I blame the fact that I have way too many balls in the air at all times at home & work at all times.  If I don't have a checklist or to-do list handy I go mad.  Typical Type A Personality.

To kickoff our strategic planning, we re-visited & refreshed our Chapter's Mission & Vision.  After we were in agreement on these big picture ideas, we set our high level goals, our tactics to reach these goals and a scorecard to track our success monthly.  We took it a step further and drafted individual committee monthly checklists so we can make sure the details don't get missed a few months down the line.  I won't lie - this was a TASK!  But, now we have guide map to get us where we want to be at the end of our term, which makes me sleep a little better at night!

So in the midst of all this strategic planning, I got to thinking about my role as a mom and how I should apply the concept of setting goals here at home.  The last year has been crazy around the Sweeney house -- with Aglow kicking into high gear and my AMA responsibilities ramping up. I'm sure every working mom struggles with the balance of work & family time - and for those of us who work from home that battle can be even tougher at times.  I took a long hard look at myself as a mom and knew some things needed to change - the way I was acting was not in line with the vision of the type of mom I wanted to be.

I want my kids to have great memories of a mom who isn't a workaholic, who isn't rushing from one thing to the next, who can pry herself away from e-mail and work and make time for playing.

• My vision -  to be a peaceful, relaxed, and playful mom.
• My goal - to make every day special and fun.
• Tactics - oh they range from the occasional day trip to the zoo to a simple game of baseball in the backyard. 
• Scorecard - are my boys smiling at the end of the day and can they tell me something fun or special about their day...and do they grow up embracing these qualities in themselves someday as a dad. 

This doesn't mean the entire day here is a party - much to the boy's dismay - but it does mean that each day I am much more focused on injecting the right amount of fun into it.  It also means I've adjusted when I work to make sure when I am with the boys I am focusing my attention just on them.

Recently Lily sent me a quote that I felt was worth sharing...think of this as you set your goals for your business, organization or for yourself.  Life is way too short to not have a plan to make it exactly the way you want it to be.

"Begin doing what you want to do now.  We are not living in eternity.  We have only this moment, sparkling like a star in our hand-and melting like a snowflake." - Marie Benon Ray