QR Codes for Advertising Campaigns

• Fresh Broccole • 8

QR Codes
Everything Old is New Again…

As technology continues to progress at a faster rate than ever, certain technologies are the ‘shiny new toy’ one day, then gone in an instant; one of those being the invention of the QR code.

A QR code (abbreviated from Quick Response Code) is a more complex version of a barcode. You’ve seen them – they are those little black and white squares with squiggly dots and dashes inside and are featured on business cards, ads, postcards, etc.

QR Codes are similar to the standard bar codes except QR codes can contain much more information than traditional barcodes when they are scanned.

When the QR code image is scanned, it is ‘read’ with the help of a smartphone app. The image can be coded to redirect a customer to a website or provide some sort of information that the customer can then save.

 

 

Initially, the QR code was expected to be a major success for customers and marketers alike. It was one of the first technologies to easily link the real world to the digital world. But, here was the problem…because it requires an app in order to read it, it became more of a nuisance than a help. Consumers had to first download a QR code scanner app to their phone. And, once scanned, content was sometimes unreadable by the scanner so, it proved to not be an easy, enjoyable user experience. As a result, QR codes never became the favorite marketing tool that businesses had hoped.

Enter…Apple.

On September 19, 2017, QR codes exhibited a re-birth in usage with Apple’s introduction of the IOS 11 operating system for all iPhones. The QR code scanner came built into the camera.

QR codes are starting to pick up momentum among the mobile-search crowd – and marketers are beginning to ride the wave with creative ideas on how to incorporate them into their advertising, with options of what kind of information they will feature.

Their rebirth has led to new, QR-style names like Snapcodes (from Snap Chat), Spotify Codes, and Messenger Codes (from Facebook) – all offering a much improved, hip sense of style and branded design, but the concept is the same.

Since marketers are now having to change their campaign strategies to adapt to the fact that consumers spend most of their time on mobile devices, QR codes are the perfect tool to deliver info right to the customer, in real time.

For marketers, QR codes allow ads including print display, posters, billboards – to ‘come to life’ with information by directing users to mobile sites and other information and interactivity – much more than can be featured on the printed page or in a video.

This seamless integration of print and digital adds a new, interactive dimension of communication to any marketing campaign.

Major U.S. businesses that have begun using QR codes in advertising and promotions include Best Buy, Ralph Lauren and Pepsi.

There are numerous ways that QR Codes can be used:

  • A local business displays a QR code with a link to their website page with customer reviews and coupons.
  • A real estate agent might use a QR code on a listing which takes the user to a virtual tour of the property.
  • A fitness center includes a QR code that links the user to location page or display of classes.
  • A restaurant includes a QR code on a takeout menu, which links to a mobile restaurant website for online reservations, orders and interactive directions.

 
Key Considerations for Proper Use of QR Codes in your Advertising

In order to utilize QR codes strategically in communications advertisers should consider a clean, un-cluttered ‘billboard’ style ad. Include some direction to encourage users to scan the QR code. It may also be helpful to provide some information about what users can expect to find after scanning code (i.e., ‘scan this code for a special offer or coupon…’). If the QR code sends a user to a web page, make sure the web page is mobile-friendly. Lastly, since QR codes offer tracking of your marketing campaign you can track the number of scans over time which helps to better understand engagement and overall success. This is of importance for those campaigns of a promotional nature.

So now that Apple has helped marketers by allowing them to add a simple ‘tool’ to their marketing toolbox, consider including a QR code into your print or digital billboard advertising and leverage the new ‘smart nature’ of those billboard ads.

Scanning codes will soon become as natural as speaking to Siri bringing a variety of new ways to interact and share information with your customer. The old QR codes of the past have come back as the new wave of the future. Today’s marketers are putting their spin on them and they are now very much a part of the future.

In-store Digital Signage Network

• Fresh Broccole, Supermarket Advertising • 4

In-store Digital Signage Network

Got some great press for Adcorp Media Group and Adcorp360 regarding our supermarket MarketVision broadcast programs in the Digital Signage Pulse e-newsletter. This e-newsletter is subscription-based and is read by ‘players’ in the digital industry.

Our MarketVision digital broadcast programs consist of high definition screens placed in hi-traffic areas in the supermarket. We have two broadcast programs in place at this point. Our MarketVision Network consists of a bank of screens (anywhere from 8 to 12 HD screens) placed along the main aisle of the supermarket right at check out. Our MarketVision Kiosk program consists of 4 or 5 kiosks or wall-mounted hi-def screens strategically placed in departments that are heavily trafficked areas. Both programs are capable of running rich, dynamic motion graphics. We create and run content that ranges from national public service announcements to campaigns for national CPG brands, franchises, as well as regional and local businesses.

Check out the article from Digital Signage Pulse e-newsletter for more information on our programs… read article on digitalsignagepulse.com

Or view a copy of this article here

Understanding Strategy and Design Tips for Effective OOH Advertising

• Fresh Broccole, Supermarket Advertising • 4

First in a series…

Advertising media comes in many shapes and sizes – print, video, radio, banner ads, OOH and more. Once you’ve decided who your audience is and what their media consumption habits are, and have decided your media of choice, the next step is creating captivating, engaging content that once exposed to your ad…your audience will read your message!

However, it’s more than just finding the right media for your audience, it’s understanding the media, and where and how your audience is interacting with it to help determine ‘what to say’ and ‘how to say it’.

While the agency account teams and brand managers write and re-write creative briefs, once it gets into the hands of the designer, that’s when the words come to life. Remember though that ad design that works in print may not translate well to video or to out-of-home. Each media vehicle has its own nuance.

Adcorp offers out-of-home, in-store supermarket advertising media programs to our customers, and have been doing so for over 10 years. It’s our ‘thing’, and like the old KFC jingle…’We do OOH right’.

Not only are our out-of-home print and digital in-store programs effective, targeted advertising vehicles, we also have a design team that knows this medium and what works best in terms of effective, engaging design and have worked, successfully (read: patiently) with our customers to help them understand what design techniques work best.

This blog is a first in a series of tips compiled from our strategists and designers to help other designers and clients using this medium to understand the best approach and design aspects for out-of-home advertising.

First, let’s start with Strategy…

Tips For Developing a Great OOH Creative Strategy

More often than not, out-of-home media serves as a branding tool to generate awareness of your brand, and what it stands for.

That said, here’s what you need to know to make your ad effective and engaging.

Think about your business

Identify your strengths and let them shine! Think about your business in a more abstract way. It may help to try to view your business from the point of view of your customers/clients. What is it about your business that makes your clients choose you? What makes you different from the competition in your area? How do you want customers to feel about your business after they view your ad – what’s the ONE THING you’d like them to remember about your business.

Think about the space

OOH advertisements are everywhere, and we engage with more ads out of our home than ever before! Where will your ad be featured? Is it a static print ad or a video/motion graphic? Think about where your ad will be and try to connect to the people passing it. Visit the location where your ad will be featured. How will your target be engaging with your ad.

Focus on a single message

Choose one main point that you would like to convey to your audience and stick to it. Focus on the one thing that makes your business stand out from the competition and shows the end benefit of choosing you, specifically. The benefit of your service may be the same as your competitor so think about the end-end benefit that is unique to you, something that may garner an emotional response (trust, safety, experience) vs. price, customer service, etc. The ad itself is to get them interested in you and to show how you differ. Make the message relevant to them.

Keep it simple – Less is more

It is most effective in this medium to keep the information about your business ‘short and sweet’ and to the point. Try not to be too clever or funny. If it takes too long for your audience to figure out what you are saying, you’ll lose them. Too many messages will only confuse a viewer and may end up ultimately taking away from your message rather than adding to it. It is important to keep it focused on that one central message. Since OOH media typically serves as a branding tool, steer away from elaborate messages and KISS ‘Keep It Simple, Stupid.’

So, embrace the thoughtful artistry of a simple design. OOH is not like standard print advertising which gives the user time to read the ad and digest the message. Typically OOH ads are placed in hi-traffic areas so the simple message repetition is what will build the branding message.

Remember, you only have a few seconds to capture a potential customer’s attention and an engaging, stunning image will capture their attention, and a concise, simple message will register your business name, and the benefit of your service. A clean, simple ad can do all those things at once.

Next in our series of ‘Design Tips for Effective OOH Advertising’ our designers will address the specifics of ad creation.

Advertising Tips for Business Seasonality

• Fresh Broccole, Supermarket Advertising • 12

The winter and spring seasons are approaching! It’s important, now, for all businesses to be aware of the upcoming seasonal changes and how they might affect your business throughout the year. Changes in marketing, staff, inventory, pricing, etc. may have to take place in anticipation of the affect any season may have on a business. Weather, holidays, etc. are all part of ‘seasonal’ changes. Seasonality is a characteristic of any predictable change or pattern in a span of time that repeats over a one-year period. (more…)

OOH In-Store Supermarket Advertising

• Fresh Broccole, Supermarket Advertising • 13

Trending of OOH Advertising Media

According to the Outdoor Advertising Association of America, OOH advertising is now a $29 billion market in the US and is responsible for approximately 6 percent of the $500 billion global advertising spending, outweighing TV advertising. Its revenue is expected to grow by 3 to 4 percent per year over the next five years to reach $33 billion by 2021 in the US.

As part of its increasing importance in the media mix, OOH market share has increased from 8 percent to 10 percent of traditional media advertising spending, which includes TV, print, radio, among other categories. Given the fragmented viewing habits of consumers and the fact that they are always on the move, it’s no surprise that OOH media is playing a more important role in media plans.

Supermarket advertising is one type of OOH media and refers to out of home media placement in the supermarket arena. Given the hyper-local aspect of this particular media, local and regional business utilize this media often so they can target shoppers in a specific zip code or DMA since those are the prospects most likely to utilize their services. National advertisers, specifically CPG brands, use this media since the advertising is at the store level, right at the point of purchase yet can also be an effective vehicle for generating an immediate purchase or long-term branding.

Forbes states that 70% of purchase decisions are made in-store by consumers; and it makes sense since shoppers spend an average of 41 minutes per visit, and go often, sometimes 2-3 times per week, so supermarket advertising offers not only exposure to the shoppers, but repetition as well, resulting in saturation of its message to the shopper.

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Supermarket Advertising Effectiveness

• Fresh Broccole, Supermarket Advertising • 14

The Power of Local Connections

It’s not about reaching more people, it’s about reaching the right people, and for local businesses, it’s the Power of Local Connections.

The power of your brand relies on your ability to focus and craft a marketing message that will convert prospects into customers.

The need for marketing and media efficiencies in terms of reaching your best prospects at an affordable price is critical for today’s local businesses. Cutting through the competitive clutter so more consumers think of you, FIRST, will help you build your brand and your customer database.
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Why It’s Important for Local Businesses to Have a Web Site.

• Fresh Broccole, Supermarket Advertising • 13

Small Business Websites in Irvington, NY

Why It’s Important for Local Businesses to Have a Web site.

It’s no secret that most people today use the internet to gather information for everything from buying baby clothes, to finding the doctor to deliver the baby who’ll wear those clothes. Smart marketers and business owners know that having a great Web site can convince a customer to choose your business or service over your competitor. If you don’t have a Web site at all, you can be almost certain you‘re losing business to other companies that do. (more…)

Search Engine Optimization : How Long Does It Take to See Results?

• Fresh Broccole, Supermarket Advertising • 14

One thing that white hat SEO practitioners will always preach is that SEO is a long term process. It’s a marathon, not a sprint. Unlike other methods of marketing, where there is a more immediate result, it takes time to see the results of an SEO campaign. Understandably this is frustrating to most clients. They are spending money and time on SEO and they want to see that ROI. The ROI will be there, but just not in the short term.

Here are 3 reasons

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Online Reviews… Fact or Fiction?

• Fresh Broccole, Supermarket Advertising • 13

 The short answer is…mostly both.

As business owners, everything is personal when it comes to our business. We are 110% vested – our time, our money, our reputation, you name it. After all, we were so passionate about something (a product or a service) that we gave up that cushy salary and risked it all by going out on our own – and all was right with the world. We’d offer a great product and/or service and be recognized for the wonderful work that we were doing. That was until social media and review sites took the liberty of bursting our bubble and then, BOOM. You come across a post on the internet where someone has bashed your company.
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Corporate Wellness = Company Zen

• Fresh Broccole, Supermarket Advertising • 11

With the recent changes in healthcare and insurance rates affecting small businesses it seems Corporate Wellness programs have been percolating to the top in many company’s portfolios as it relates to hiring employees, benefits, and employee retention programs. In addition, I have found that there are many articles, discussions and posts about Corporate Wellness programs and their role not only in the ‘wellness’ of employees, but also how these programs help to build and contribute to the ‘wellness’ and ‘health’ of a company’s corporate culture and retention rates. That said, I thought it would be worth investigating what’s up with the workouts.
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