Focus On: QR Code Innovation

QR codes are one of the easiest ways for brands to collect data.  After scanning a QR code on your phone, information is available to you in a matter of seconds.  We now see QR codes on t-shirts, cupcakes, business cards, billboards, and gravestones.  Yes...you read that right!  Gravestones now have QR codes on them.

A very sensitive issue is now being transformed by technology by making headstones interactive.  These QR coded headstones provide a revolutionary way for people to remember their loved ones.  A funeral home in Britain is now attaching tiny QR Codes to headstones, giving a lifeless piece of granite the ability to tell a story. Once scanned, the QR code opens up an online biography of the deceased person.  The online bio can be customized to show photos, video, and family tributes.  The QR Code enables visitors to learn about the person buried at a particular grave, rather than just being limited to their basic information: name, age, date of birth and date of death. 

Another organization implementing QR Codes on their headstones is the Commonwealth War Graves Commission.  This commission takes care of graves and memorials all over the world, caring for memorials of almost 2 million men and women that died while fighting during the first and second world wars.  Their latest venture in to the realm of QR codes attempts to give visitors greater access to information about the cemetery and stories about what happened at specific locations during the war.  

 The commission is installing 500 information panels at cemeteries and memorials all over the world.  These panels hold general information about the Commonwealth War Graves Commission including why the cemetery is placed where it is and further details of the victims from a historical military context.  A smart phone user will be able to scan the QR code, and learn more information about the cemetery or memorial along with stories of casualties.  

One example is Ralph Wingrove, a WWII Wireless Operator, buried in an Oxford suburb.  When a QR Code linked to his name is scanned, visitors will be able to view actual photographs he took in the Middle East between 1938 and 1945.  

By 2014, the CWGC hopes that their QR Codes will link users to information about the history of all 500 sites and tell stories using text, extracts from diaries and letters, photos and audio recordings.  An interactive guest book also allows visitors to leave comments once scanning the QR code.  

Over the last couple of years QR Codes have been gaining momentum in their popularity.  As the above story proves, placement is limitless. Since they can be generated for free by anyone and accessed by anyone with a smartphone app and internet connection, they have an advantage over other 2d barcodes. 

Now that brands and companies are seeing the potential of the QR code they must learn to differentiate their code from the next brand.  Just because you give people a QR code to scan doesn't mean they will actually scan it.  Consumers need a reason to scan your QR code.  One of the biggest ways that brands are getting past this challenge is by creating custom codes with various colors and company/brand logos.  Or, they simply do what the CWGC did: come up with a use for the QR code that is so innovative, it cannot be overlooked.  

What Would The Superhero Do? 

Use QR codes!  But don't just use any QR code.  Make yours custom so that it stands out from the rest of them.  Include color and unique placement.  Let customers know what they can find if they scan it so that it sparks their curiosity and interest!

5 Direct Mail Marketing Tips You Need to Know

Believe it or not, there are people out there that may be interested in your product or service.  Are you targeting the right prospects?  To improve your response rates, you must target an audience.  This also aids in keeping your expenses down for a direct mail marketing campaign.

Does your piece stand out?  People live cluttered lives thanks to numerous media outlets.  Don't take a chance of your mail piece getting lost in a pile of junk mail.  Your piece should stand out, grab the prospects attention, and use some sort of hook to draw people in.

Does your target audience care about your company or do they care about what you can do for them?  Your prospects care about what you can do for them.  In your direct mail marketing campaign, tell people how the features of your product will benefit them.  A direct mail campaign is about your consumer and their needs.  

Many companies alienate their prospects by using industry-specific jargon.  In your direct mail campaign, it's crucial that you research what language the average consumer is using to describe your product, industry, or service.  Then you can join the conversation on their terms and increase your chance of them hearing your message.  

As stated earlier, we live in a cluttered world.  Prospects will need to view a message multiple times before they're likely to do business with a company.  If you forget about your prospect, they will forget about you!  Make yourself consistent by keeping your company name in the forefront of their mind.  The next time that they see your mail, they're more likely to engage with it.  Another key factor in your marketing is to use multiple strategies.  Not everyone responds to specific marketing strategies.  Some people are very receptive to direct mail while others prefer email marketing or social media.  Use direct mail marketing in combination with other marketing techniques to ensure that prospects engage with your company however they feel the most comfortable.  

One of the easiest ways to encourage consumers to engage with your direct mail is by including a Personalized URL (PURL) on mail pieces.  A PURL is a "custom micro website created specifically for the recipient of a particular direct mail piece.  Not only does each recipient have a unique URL, but the landing page will greet that recipient by name!" 

Think about what you want to do differently in your next marketing campaign.  Visualize what you want to accomplish from your campaign.  There are numerous high quality products and businesses that fail due to poor marketing.  Don't let your business or product be one of them!  Think of some of the low quality products that succeed because of their marketing.  McDonald's is not known for their gourmet burgers and steak fries.  They're known for their offers, catchy promotions, and low prices.  And they've got $24 billion in revenue to prove it.  Anyone knows that Pizza Hut is not the best, gourmet pizza in your town.  There's always that one hole-in-the-wall, mom-and-pop pizza shop that knows your order before you even walk in.  Pizza Hut is successful because they focus on their marketing and view themselves as a marketing business - NOT a pizza business.  

We want to know: Pizza Hut and McDonalds are just two example of businesses that have succeeded because of their marketing, not necessarily their products.  Can you name any others? 

How To: Have Patience While Marketing

You know those people that have absolutely zero patience for anything? Sitting in traffic, slow service at a restaurant on a busy night, waiting for a text message, too many commercials during a playoff game...

I'm not a naturally patient person. At all. After working as a nanny throughout college, I learned that it was a trait I really needed to master. Here are some of my thoughts on having patience while implementing a media or marketing program.

After implementing a marketing campaign the last thing anyone wants to do is wait. The whole idea behind direct response marketing is that you get a direct, immediate response. Let's be real here. As a society we crave instant gratification. We know what we want and when we want it.

The first step is to look at your brand. Do you have one? Who are you? What do you represent? How are consumers going to remember you? This is all key information that needs to be figured out. Get creative and create a brand that people will remember you by.

It's not a quick and painless process. Once you create your brand or marketing program the waiting game begins - and if you are like me, it will be brutal. So what do you do? Keep working. Make a list of your short term and long term goals and focus on them. Rather than getting frustrated over waiting for leads, prospects, campaign participation or what whatever else it is, work on carrying out your goals. Don't stray your focus.

The economy isn't what it used to be. Even if funds are limited I encourage you to stay in the game by finding innovative ways to manage your efforts. In the long run it will pay off. I promise.

Talk to me: Are you patient? How do you stay patient when it comes to any sort of media/marketing project?

-Marysa Miller
You can follow me on Twitter @marysa_miller

Red Bull Takes Marketing to Sky High Levels

My desire to go skydiving, bungee-jumping, or deep sea scuba diving is pretty much nonexistent. You won't see me holding up the line to go rock climbing on the edge of a mountain any time soon. But I know plenty of people that like to jump out of airplanes for fun. Usually their lack of fear is impressive. Not anymore. Now if you want to impress me, I expect a free fall from space okay?

I panicked a little when Felix Baumgartner plunged from his capsule. I also learned a few things that I will keep in mind during my next marketing plan. The powerful success of this event is due to the fact that Red Bull's existing marketing message is consistent with the events they sponsor. Now, Red Bull really does give you wings. Or in Felix Baumgartner's case - a capsule that will elevate you nearly 24 miles above ground.

1. Identify roadblocks & manage them. Baumgartner prepared for this jump for seven years, giving him plenty of time to back out. Once realizing he suffered from severe claustrophobia in his pressurized suit, he learned how to manage it. Over 100,000 feet above New Mexico, in open space, Baumgartner felt claustrophic. Go figure.

2. It’s okay to ask for help: Baumgartner's jump wouldn't have been successful without the support from NASA. They helped guide him from start to finish. When his face shield started fogging up, they worked through it. When he didn't respond quickly to checklist items, they reminded him to communicate. It's all about teamwork.

3. Take chances: Saying that Red Bull took a chance as the Stratos Jump sponsor is an understatement. "His blood could boil. His lungs could over inflate. The vessels in his brain could burst. His eyes could hemorrhage. And, yes, he could break his neck while jumping from a mind-boggling altitude of 23 miles," the Associated Press reported. Imagine the PR Crisis that Red Bull would be in if something went wrong? It would be horrific. Regardless, Red Bull took that chance and everything went off without a hitch.

4. I still have no desire to jump from an airplane.

Were you one of the 8 million people that watched the jump? What did you think?

- Marysa Miller
You can follow me on Twitter @marysa_miller

Synergy University: Facebook Promotions 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Facebook recently started rolling out promoted posts.  If you are new to the social media game or want to encourage fans to participate in these promotions, we have compiled a few tips to help you get started.

Remember why people are on Facebook: Facebook has not become the go-to destination for online shopping.  A person will “like” your page because they had some interest or connection to your brand. Use your page to promote offers and discounts specific to people that are Facebook fans.

            ENGAGE!  If you want fans to engage with you, you have to be engaging.  Ask questions.  Ask people to “like” or “share” something if they agree or disagree.  A little bit of encouragement goes a long way.  Include links to outside sites such as blogs or a website to help drive traffic to one location.

  
   Analytics are important.  Track ad results to ensure that the money you spent is being used well.  With promoted posts, you can hover over the number of people reached to see further statistics.  If your promotion is doing well, consider expanding your reach with a higher amount on future promotions.

We want to know: Would you be encouraged to purchase something from a brand you trust through Facebook?

Use a Scientific Approach in Your Marketing

While there is no magic formula to advertising your business, if you want to be successful you must at least follow the science behind it. Consumer behavior is based on 4 components; communication (what you say and how you say it), identity (who the consumer is - you are what you buy), social status (among peers and potential mates), and overall well-being (why will this product make my life better). 

 

The effectiveness of most marketing campaigns roughly breaks down as follows. It's 20% about what your offering, 20% about how you say it, and 60% about who your saying it to. Of course you want an enticing offer, but not everyone thinks the same things are enticing, so before you design a promotion figure out who your trying to design it for. 

Make sure your data is accurate and up to date, take the time to clean your lists and confirm its quality. Finally, Make sure what your saying is well written for whoever your marketing too. An advertisement targeted at college kids should sound very different than one targeted at AARP members.

When you take a scientific approach to your advertising, you will undoubtedly see the results.


By: Will Pearlman

Are You Following the Rule of Thirds?

Whether you are designing a web page, setting up a photograph, or just looking out the window, the human eye operates the same. So to get the most out of your visual marketing strategy, it is best to apply what photographers call, "The Rule of Thirds."

The Rule of Thirds consists of dividing an image into 9 sections using two horizontal and two vertical lines. Then, essentially filling each of the 3 regions created with a different point of interest. Following this layout, you create a more visually stimulating image.

Everyone's eye takes in light the same way (unless you happen to be an owl). While we are viewing something we are drawn to a focal point between our peripheral vision. While it is not always noticeable, when images are designed without applying the rule of thirds, it can leave the viewer with a natural aversion to the graphic.

When designing your graphics for an advertisement make sure to apply the rule of thirds. The extra time spent in creatively laying out your marketing materials will pay off on the back end. When an image catches someone's eye it leaves a much longer impression. Furthermore, they are more likely to actually read your offer and positively associate with it. 

Interested in more information on Synergy and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgable Sales Representatives who can answer all your questions.

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By: Will Pearlman

Die Cutting: Making Your Mailer Stand Out!

Die Cutting:

Making Your Mailer Stand Out!

Die-Cutting your mailer helps you stand out to your customers. For a mortgage company, make your postcard advertisement look like a house, if your in energy, make it a wind turbine or solar panel, whatever your industry and business, using die cutting for your direct marketing will increase your ROI and help you stand out to your customers!

At Synergy, our goal is to create a dynamic direct marketing campaign that is sure to generate leads for your business. Our die cutting service allows you to literally shape your mailer however you want to make sure your prospects notice! In addition, we offer other custom services, both creatively and strategically, so give us a call at 877-466-0635 or get a free quote online and let your customers know how much you care!

Modern Online Marketing On a Minimal Budget

A solid understanding of how often and how much your customers buy is important to the modern marketer. But the modern marketer must also look into why people make the purchases the way they do. Prospect marketing on the internet can be tricky, you want to target the right demographic without spending endless dollars flooding the web with ads - ads likely to get lost among the endless masses.

In 1970, it was estimated that the average American saw between 300 and 500 ads in a day. Today that number has increased 10 fold to 3,000 to 5,000 advertisements a day. I would even argue that 5,000 advertisements a day is a conservative estimate with smart phones and those video monitors that seem to be popping up everywhere. So finding a way for you to reach your customers and more importantly for them to easily find you on a tight budget can be tricky. Social media and pay-per-click advertising are great ways to make your presence known to potential clients, but the most effective internet promotions engage people away from their computers in addition to on them.

Why People Buy Things

Okay, so there isn't a clear cut answer for every decision people make (what with free will and all), but generally people are satisfying a want or desire when making a purchase. We do not shop based on our needs because, at least in America, most basic needs are met. Instead we make our purchases, even of essential items, based on our wants and aspirations. 

Modern Americans need laundry detergent (at least I like to think we all use it regularly), but some people will only buy Tide, or some other name brand. We all know those people that will never buy a store brand product. Why is that? Their desire to feel wealthy or the belief that because it costs more it must be better and I want the best, not the most functional. A placebo effect gives many of these people a greater satisfaction of their purchase. Even though the product is the same: Soap. For more about selling to needs check out: Marketing to Modern Americans: Selling Desire over Necessity

Social Media

Social media is a low-cost effective way to communicate with your current and potential clients, but you must stay active and persistent with it. Make sure you are active on a daily basis and are posting new content at least once a week. Also, diversify your content. Try to include some graphics, some articles, and videos if they are relevant or better yet; you can produce them. In addition, everyone has a twitter page and a blog, so make sure to link all your sites together, and re-post relevant articles from outside sources. The more you cross promote the quicker your following will grow.

Pay-per-click

A great way for small companies, companies with tight advertising budgets, or highly specialized industries to advertise is through pay-per-click ads. Many websites have great offers for this and Facebook is a prime example. You can select how much your willing to spend and only pay when someone actually clicks on your ad. 

You can spend as little as $15 a month or spend thousands. Even better, with Facebook and other social media sites, people volunteer information about themselves, so you can select specific demographics you want to show your ad to. Giving you the right exposure in the right places at the right price! Just remember, you pay for them to click on the ad, but you need to keep them on your site, so investing in the presentation quality and content on your site matters in addition to the advertising for it. 

Don't Only Use Internet Marketing Online

Coordinate a campaign that includes other mediums. Sending a direct mail piece that encourages someone to check out an offer online might not always get them to go to the site. But having seen your offer in their mailbox, they are much more likely to click on your Facebook ad or read your blog later. If you only plan on advertising online then make sure you have a wide variety of content that has some coordinated message. Giving your prospective customers a clear understand of how your business fulfills their wants by stimulating different emotions or senses through videos, images, music, and text. The more tangible your business becomes in their lives, the more satisfying your business will become!

Interested in More Information on Synergy Vx and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgable Sales Representatives who can answer all your questions.

Interested in Reading More from Synergy? Sign Up For Our Newsletter By Clicking Here

By: Will Pearlman

Combining Print and Social Media Marketing: Augmented Reality and Digital Watermarks

Modern Marketing has shifted to weighing heavily on social media and the internet. In part, because it is cheap and it can be effective, sometimes. As the marketplace dynamically changes on a weekly basis with the latest app, finding the latest ways to integrate your online and traditional marketing are the key to business success. Here are some of the latest ways using Augmented Reality and Digital Watermarks!

Aurasma

One of the coolest current technologies out there is an app called Aurasma. This app uses whats called, Augmented Reality Actions or Auras to display videos on a piece of mail through the app on your phone. Which video plays can even be coded by several criteria.

Aurasma Demo:

The Pros:
This type of technology is very cool and highly engaging. Aurasma is an app they would have to download for this to work so including this in an ad where you say something like, "watch this postcard come to life using Aurasma from the App store" could intrigue someone into checking your ad out, just out of curiousity, even if the offer doesn't catch their eye.


The Cons:
The one MAJOR con is that this technology is not widespread yet. Most people won't even pick up on the idea that the postcard can turn into a video through their smart phone. You definitely would have to explain how to use the feature on your advertisement. I listed this as a pro as well, but that depends on your demographic. If you are marketing to a tech-savy group, then this would be a great way to engage them. However, for the average person, this might be a little too advanced at least at the moment. Moreover, effective video content is not always the cheapest or easiest thing to produce, especially for small and local businesses.

Layar

Another great technology, especially for those who offer a variety of products, is called Layar. Layar allows you to add digital links and information on your phone when holding it over the mail piece. It operates in a similar manner to Aurasma using augmented reality.

Layar Demo:

The Pros: This is extremely valuable to anyone who would use a catalog. This would allow your customers to flip through a catalog and when they like a product, they can simply hold their phone over the catalog and place an order or find out more information. Allowing your customers to have the tangible catalog with the ease of digital media will make their experience interactive and more enjoyable. Layar also works well with regular mail pieces as well, allowing you to add digital content to any mailer.


The Cons: Similar to Aurasma, Layar is still new technology that most people are unfamiliar with. However, this app is much simpler to use and I would expect it to catch on much quicker than Aurasma.

Digimarc

The last app I'll talk about for now is Digimarc. Digimarc is similar to Layar in that it is a way to place digital media on a printed mailer. However Digimarc goes a little further by creating a watermark. Unlike layar, where the content is place above the mailer, Digimarc places it in the mailer. The app acts almost like a secret decorder ring from those sugary cereals we ate as kids.

Digimarc Demo:

The Pros: Digimarc is a good tool to catch people's attention on an ad: "Use the Digimarc app to decode a secret offer in this mailer!" It is also relatively easy to use and actually integrated into Pinterest. Digital watermarks are the future, because they do not require any visible mark, that means no QR code!


The Cons: Digimarc is a little more complicated to use and everything must be printed on the image. However, with digital watermarks, be careful if you make a "secret offer" you are not isolating those customers without smart phones or those who just don't use the app. Also, digital watermarks aren't quite as impressive or advanced as augmented reality, but it is currently more widely used.

Interested in more information on Synergy and how we can help your business grow? Give us a call today at 714-824-3780 and speak with one of our friendly and knowledgable Sales Representatives who can answer all your questions.

Interested in Reading More from Synergy? Sign Up For Our Newsletter By Clicking Here

By: Will Pearlman

Niche Branding: Becoming a 'Household Brand' Regardless of Your Industry or Size

You Want to Stand Out Among the Competition!

The strength of your branding will determine the success of your company. Regardless of your industry or market, becoming a household staple should be the goal of your company, even if you are small. Don't think you need to be Tide or Coca-Cola to be a household brand. Just be the brand in everyone's house for your niche! Whether you are a local pizza place or a regional law firm, branding your business will highlight what distinguishes your company above your competitors. In order to brand yourself, you must engage your target demographic across multiple platforms, and become integrated in their daily lives.

What Exactly is "Branding"?

Branding is taking your business from just a general company to having a well-founded reputation -most reputations are created before they are earned in modern business times. For some businesses, this involves creating uniform company logos and fancy product titles, for others it is about a new message. Branding is essentially: becoming an icon in your industry. Now, most people think of "name" brands because they have such a heavy impact on our daily lives. However, there are local and region businesses that have the same impact, as Kleenex and Colgate do on the national level, in their communities. And that is what every small business should strive to be, the 'name' brand for their niche/community!

Habituation: Getting Used to It

People Have a Tough Time Making Decisions,
so When We Find Something  We Are Comfortable With,
 We Stick With It!

As people get used to something (it could be an idea, a product, a climate, etc), they develop a level of comfort via their learned management of expectations for that something. This is called habituation in psychological circles. In advertising circles, some would call this brand loyalty. Once people are comfortable with a product; purchasing it, operating it, and the results it produces, they tend to continue to use it, out of comfort. People are hesitant to stray from a product they are comfortable with for something else, unless the risk is deemed worth it. 

Now obviously people are more willing to take a risk on a new restaurant than they are a new lawyer, but merely establishing a presence as a brand instead of just another business will generate additional comfort and habituate new customers to your business. So now, how do you go from just another business to a brand?

Build a Focused Campaign Across all Channels

Send a Message That Represents Your Business
and How It Meets the Concerns of Your  Potential Customers

Spot your key demographic. (For More Info: Check Out Targeting Your Best Customers to Find Your Best Prospects) Then, design a message for your brand. Find the primary aspect of your company you want to push. This is where advertising becomes difficult for most business owners because they cannot be objective. When you put your life into building a business, you want it to be perceived through your eyes, however that might not be what is best for the business. Think about the best demographic for your business and what is most important TO THEM, then build your campaign around that message. Whatever angle you decide to push, make sure your message is catchy, clear, and concise.

Once you have your niche demographic and what you want to say to them, you need to determine how to spread your message. There is no single miracle in advertising; some things work well, some don't, some work well once and not again, others don't work at first and then work incredibly well. For this reason, in addition to creating a presence and habituating your demographic to your brand (as discussed previously), you must have a multichannel presence. 

A Uniform Message

The various mediums through which you advertise need to send the same brand message. Many businesses make the mistake of trying to say too much about themselves. So they send a mailer about one thing and have a billboard about another. A scattered approach can work mildly to generate some interest in a business. But your looking to be more than a business, your looking to be a brand - an established and widely utilized resource in your market's community. 

Build Your Brand!

Send one strong message about your company and make it interactive and use multiple channels. Use mailers with personalized websites where people can redeem offers, make interactive websites, do anything to familiarize people with your message in various settings and stimulating various senses. Let your message become an indelible trademark of your brand. Once people have built this association, they will habituate to your role in their lives and you will have become integrated in their household, i.e. a household brand. 

Interested in More Information on Synergy Vx and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgable Sales Representatives who can answer all your questions.

Interested in Reading More from Synergy? Sign Up For Our Newsletter By Clicking Here

By: Will Pearlman

Focus Your Marketing Campaign to Increase Your ROI!

Synergy Says: Focus Your Marketing Campaign

and Increase Your ROI!

Nowadays, everyone from your dentist to your favorite pizza place has a facebook page and markets through some combination of advertising platforms. But, if everyone is talking at you from a different angle, sometimes its hard to sort through the clutter. That is why one cogent advertising campaign executed across multiple channels is the best way to engage your customers!

Almost all businesses advertise across multiple channels. Modern small businesses, who can't afford a tv commercial or high profile campaign, still have a website, send a mailer, place a weekly ad in the paper and have a radio spot. Many people think by diversifying their marketing strategy they are expanding their customer base, but most of the time, they are just shrinking it. Imagine fishing with 10 lines and no bait, you won't catch much, but if you fish with 5 lines and bait the hooks well, you'll fill your boat quickly. Many marketing strategies are like fishing without bait. They are inefficient because they are SAYING the wrong things, even if they are in the right places.  There are many places to advertise, so make sure your saying the right things! Remember, engaging your customers across multiple platforms infuses your product into your potential customer's life on a regular basis. And, regularity leads to familiarity and therefore, comfort with a company, product, or idea. A comprehensive strategy with a clear purpose will do just that. Moreover, by using the same branding message across multiple channels, you can create a more interactive experience for the consumer. At Synergy, we can create a mail campaign for you that includes an interactive website, among other multichannel options, to engage your potential customers! Funnel everything you want to say about your company into one message directed at an appropriate demographic for your business Depending on your style of campaign, you might not have the diversity in customers you were going for originally with a campaign spread across multiple advertising mediums, but your ROI will be greater, and your business will grow more efficiently into additional markets. And after all, isn't growing your business what it is all about? Interested in More Marketing News and Advice? Check Out All the Latest from Synergy at our blog and don't forget to find us on Twitter @SynergyVx!

Let Us Help Your Business Grow,  Give Synergy a Call at 714-824-3780 Follow Us Online! Interested in Reading More from Synergy? Sign Up For Our Newsletter By Clicking Here