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!

Synergy University: Color 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!

One of the main goals behind direct mail marketing is to get customers to respond to a call to action.  The next goal is to close a sale. 

In past blog posts, we have discussed some of the ways that you can create effective direct mail.  Have you ever considered the fact that the colors used in your direct mail could create higher or lower response rates?

Color is a form of nonverbal communication that expresses an idea, emotion, feeling, or thought.  Research has shown that color "increases brand identity, assists in memory, increases a reader's participation in ads, and improves readership, learning, and comprehension."  This idea is called Color Psychology.  According to an article by Kendra Cherry, “certain colors can raise blood pressure, increase metabolism, or cause eyestrain.”

URGENT: OPEN IMMEDIATELY

Think about the analytic aspect of designing mail.  Focus on the outcome that you desire from your direct mail campaign and think about how to complement you copy with specific color choices.  Look at the text above and below this paragraph.  Which one catches your attention?  The color red is known for evoking a sense of importance, urgency, and danger.  Stay away from using your favorite colors on a mail piece.  Just because you love them and want to use them doesn't mean that they are going to be effective.

URGENT: OPEN IMMEDIATELY

Here are some direct mail pieces that use color to complement their copy:

Green: luxurious

Purple: wisdom

Orange: joy

Blue: peace

Black: elegance

We want to know: Do you pay attention to colors?  What color catches your eye in a pile of mail?

Our creative and experienced team at Synergy knows how to get readers to open your mail with attention-grabbing colors and copy.  Give us a call today at 714-824-3780 to speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions!

#How #Do #You #Hashtag?

Am I the only one who cringes when I see people hashtag their Facebook statuses?Something about it just really sits wrong with me and I could rant about it for days on end. But I am not going to do that.

In a previous post I discussed how to use a twitter search for online networking but did not go into detail on hashtags or twitter searches. So let's chat. What is a hashtag anyway? The hashtag is designated by the number sign (#). When you put the hashtag in front of a word or phrase it allows Twitter (and Pinterest and Instagram) users to search categorically.

In a targeted Twitter search, using a hashtag such as #newrelease improves the chance that other users will find your tweet. Hashtags are also a great way to streamline things for your own business purposes. Asking participants in a contest or campaign to use a specific hashtag keeps tweets "filed". Gina Harney, a popular health and fitness blogger, encourages readers to use specific hashtags to identify when they do one of her workouts. Her October workout is specified with the hashtag #HereComesHallowLEAN.

Here are three ways to use hashtags to YOUR benefit:

1. Create your own. Use a specific, unique hashtag to identify posts about your business, company, organization, or latest campaign/project.

2. Don't get crazy. It is highly unnecessary to hashtag #every #single #word #in #a #tweet. It also looks like a cross between desperation and spam.

3. Do your research. Use the Twitter search bar to see how people are hashtagging various topics. What ones have the most discussion? Taylor Swift's highly anticipated album "RED" was released today. Hollywood Records strategically used the #RED hashtag to identify that one of their artists had music releasing today as well. Smart move, Hollywood Records. You caught my attention.

Let's talk: What brands use hashtags well? Any hashtag pet peeves like me?

-Marysa Miller
You can follow me on Twitter @marysa_miller

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

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

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

Building Customer Loyalty, The Easy Way!

Your customers and their needs
should always be at the center of
everything you do

What's better than earning someone's business? Why earning someone's loyalty of course! The ultimate sign that your business or product is successful is having lots of repeat business and word of mouth advertising from your customers. So how do you go from wanting it to having it?

Be the Best

Don't just say your the best, actually do it!

The first step is an easy one. Make your product or service the best it can be. Regardless  of price, if people don't like what your selling, it'll be hard to convince them to buy it again. Obviously do this within a workable model, (don't make toothpaste that costs $100 a tube, Duh!) but, whatever you can do to make your product the best do it. Don't cut corners!

Focus on the Customer & Hire Personality

Make it your number one priority to be the leader in customer service and not just when problems arise. Make your mark from the moment a potential customer contacts your business; whether online, over the phone, or in person, ensure they feel valued and express a willingness to met all their requests while creating a positive environment. 

The Old Saying, "Happy Employees, Make Happy Customers"
 or something like that

Be caring and willing to go the extra mile. It might sound  cliche, but we all know MOST businesses do NOT do this anymore. We all experience it everyday. So make your business stands out by setting the standard. With that said, hire your employees carefully. According to Jane Judd, Senior Manager of Customer Loyalty at Zappos.com, "You can train someone to answer calls, but you can’t train someone to be positive and happy. Hire the right people and the rest should fall into place."

Say Thanks

Everyone likes to feel appreciated!

Sending thank you cards is an important part of keeping your customers loyal. Depending on the type of business, a simple thanks for your order email might suffice. For some business, you might want to send a gift bag and a handwritten note. Figure out what is right for your business and also what is financially feasible. 

Create a Customer Loyalty Program

No matter what industry your in, loyalty programs work.
If for no other reason than it makes your customers FEEL valued

People like to feel like a part of something. So make a loyal customer rewards program, these work in many more settings than just your local sandwich shop. Offer your customers 10% off their next order just for being a loyal customer. If your a lawyer, maybe for new cases from old clients, you waive certain fees. Get creative if your in a service industry. In the long run, these little discounts shouldn't hurt your bottom line and they make your customers feel appreciated and part of the "in" crowd. People really do appreciate a simple gesture of gratitude. So give them one, it's easy!

Remember Important Dates

Ok, so your clients won't be as mad
as your wife for forgetting, but it is important
to extend a professional relationship
beyond business meetings

Ok, so its not realistic for most businesses to send every customer or client a birthday card. But the clients who have been with you the longest, or the largest accounts, do just a little more for you. So, make them feel special because, well, they are! The large accounts help you keep your doors open and clients who have been with you for a long time are usually your best recruiters! They obviously like you and your service so they are likely to send their friends your way! Send a holiday car
.d out to as many clients as you can, but remember personal events (birthdays, anniversaries, birth of children, etc . . .) help you stand alone at the top. 

Don't Hide Your Customer Service

Don't hide from customer interaction,
Embrace it in all its forms!

Nowadays, the business world has a generally poor reputation for customer service. On most websites the customer support line is hidden in the corner of a 'contact us' page that you can only get to via small print at the bottom of the site. Sure the sales number is in bold letters, but nothing about help and service. Don't hide your service! Make it a proud selling point. People like to know there is someone they can talk to about their problems who is knowledgable, but with that said, make sure your customer service staff is trained and selected to deliver!

Regardless of your product, service, industry, or business size, creating a loyal customer base is the foundation for the growth of your business, so take these steps to make your customers keep coming back to you!

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.

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

By: Will Pearlman

Thank Your Customers, and They'll Thank You With Their Business!

Synergy Says: 
July 2012
________________________________________________________

Thank Your Customers, and They'll Thank You With Their Business!

Nowadays, people underestimate the value of a good thank you. Many of us might even be thrown off guard when someone does say thanks. However, no where is expressing appreciation more important than in business.

Saying Thanks is Important,
No Matter How Big or Small!

When someone elects to use your business, it is their way of saying thanks for being exactly what I am looking for. So don't shy away from thanking them in return.

If you accept the general principal that roughly 80% of yours business comes from 20% of your customers, then you know who you should be thanking. The large accounts help you keep your doors open and clients who have been with you for a long time are usually your best recruiters! They obviously like you and your service so they are likely to send their friends your way!

People Remember that You Remembered,
So Try to Remember!

Send a holiday card out to as many clients as you can, but remember that personal events (birthdays, anniversaries, birth of children, etc . . .) help you stand alone at the top. Of course every customer is valuable and deserves to be shown gratitude, but financially, it doesn't make sense to send personalized gifts to everyone. A simple thank you card will suffice for most clients. But, for bigger clients, try to get something they would enjoy; tickets to a sporting event, a gift bag, anything. If your unsure, don't worry, people always like free stuff.  

By expressing your appreciation to your customers, you will remain on their minds and they will continue to expand their business with you and share your company with their friends. Thanking your customers helps increase your word of mouth advertising, and even in todays digital age, word of mouth advertising still cannot be beat. 

Synergy can help you thank your clients with personalized thank you cards and interactive solutions for all your marketing needs! Get a FREE Quote or Call Us Today at 714-824-3780!

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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

Really Getting to Know Your Customers: Targeting Your Best Customers to Attract Your Best Prospects!

Selling Happiness is Easy
When You Know All The Things
 That Make Your Customers Happy

The oldest idea in advertising is: When your trying to sell something, you aren't selling that product, you are selling the happiness that product engenders. 


For decades, marketers have used the RFM (Recency, Frequency, Monetary) analysis as the standard to determine their most valuable customers. However, many marketers fail to consider RFM in their prospecting campaigns. Sure, you don't have exact figures on specific people, but you do have information on your current clients. The best of which, are undoubtedly similar to the ones you want to attract. What makes the RFM data unique is the lack of speculation - there are no survey opinions or general sales ideologies. RFM data is based on actual transactions. Proof of who buys what, when, and how often. So if you know who your best customers are, find out who they REALLY are!

Go out of your way to learn how your best customers operate
in their daily lives, then you'll understand
how the customers you want to attract live as well

RFM is a great predictor of your customer retention and sales, but it doesn't tell you the key ingredient for bringing in new customers; the reason why these particular people are buying your product. Not YOUR reason for why, but THEIR reason. Even in modern times many marketers still forget to consider consumer psychology in their prospect marketing strategy. This is most surprising since we are ALL consumers everyday. Even if your job is to design advertisements, companies are still advertising to you!

We are all different and unique in subtle ways,
but overall, many of us are pretty similar!

Everyone makes purchases for different reasons. Figure out who your best customers are and why they buy your product. Once you determine who these current customers are, I'd bet you there are more people like them out there and they are either unaware of your product, or simply have not tried it yet. Expand your customer base within a demographic with which you are already having success and your R.O.I will jump with an influx of consistent, high density purchasers. 

Why would you pay $300,000 for this Aston Martin Virage
when many $40,000 cars have almost the same features?
Because driving a Virage isn't about function,
it's about lifestyle!

You know who your best customers are and what they buy. And if you don't, then you are in trouble! To maximize your marketing strategy you need the whole picture. Who are your best customers and what do they do, independent of whatever capacity they use your product or service? The value your customer receives from your product or service is the image you want to create. You must paint your product's valuable contribution to your customer's happiness on the canvass that is their lives. Then, sell your product's role in your current customer's lives to people with similar lifestyles. The more complete your understanding of your best customers, the more likely you are to attract people like them and increase the R.O.I for your advertising campaign.

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By: Will Pearlman