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.

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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.

That’s where advertising, specifically local advertising comes in – having people think of you, instead of your competition, and to think of your service more often.

Local, in-store supermarket advertising can do just that. At Adcorp Media Group all of our marketing efforts are centered around the supermarket where your local prospects go. You know your target audience, and we have them! (Unless they don’t have to eat and feed their family!)

More people, spend more time, more often in supermarkets than they do anywhere else and in-store advertising programs are the best solution.

There are three distinct elements to effective advertising: Exposure, Repetition, and Targeting.

Our local, in-store supermarket advertising programs can do these three things more effectively than anything else you can buy, here’s how…

Exposure:

If people don’t see or hear your ad, they can’t respond to it. Not only are consumers going to the grocery store, but they are spending an average of 41 minutes per trip there.

And, according to the Outdoor Media Association, consumers are 2.5x more alert when they are out, than at home consuming media.

Plus, our print and broadcast media are strategically placed so shoppers have no choice but to see them.

Repetition:

If your ad isn’t seen or heard often, then people won’t remember it. Shoppers hit the supermarket almost twice a week and our markets see an average of 25,000 shoppers per week.

Targeting:

Shoppers shop multiple channels however, 85% still almost always shop at a regular/full-service supermarket. In spite of the growth on online/delivery services like PeaPod and FreshDirect, the supermarket is the venue of choice. And, these shoppers are going to local supermarkets, in your local target market area, which makes supermarket advertising a great way to reach your potential customers.

That said, one of the benefits of our in-store supermarket programs is you get to pick the store that makes the most sense for your business.

When these three elements of effective advertising are present and working together, the result is Brand Recognition. And if people think of you first, they are more likely to choose you over the competition.

Again, that’s how ALL advertising works. We just happen to be able to accomplish this for you better than any other local advertising media with our in-store supermarket advertising print and broadcast programs.

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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.

Going digital is critical to your business’ future. The good news is that it can also be very affordable. The Internet has leveled the playing field. With a well-designed site, your small or medium size operation can project the image and professionalism of a much larger company. In fact, your Web site is often your first chance to make a good (or bad!) impression.

The new reality for marketing small businesses is for your online presence to drive customers to your offices/store/shop/salon, etc. and vice versa. This is accomplished by creating a memorable Web site and then making it work with your traditional advertising channels while helping your best customers to drive new customers your way through social sites such as Facebook and Twitter. Your site is often the first chance you have at making a good impression on a potential buyer—sort of like a digital salesman.

Here’s some of what a great Web site can do

1. Helps you to compete with any size competitor by driving thousands of new customers to your store or, at the very least, pick up the phone to contact you.
2. Makes your small business’ virtual and interactive: offering e-commerce, plus the ability to be found more easily on internet searches when your customers are in a buying/planning mode.
3. Gives your small business instant access to massive audiences through powerful word-of-mouth sharing, via e-mail, blogs and social sites such as Facebook and Twitter.
4. Allows you to stay in touch with your customer and nurture that relationship by providing news, promotions and useful information through all your marketing channels.

Small businesses can now turn to technology to keep up with the big boys in their industry in an affordable way—with an online presence small businesses reach massive audiences, are made available to potential customers, make an unforgettable first impression, and offer up a powerful mix of marketing tools that will build your business in the years to come.

The post Why It’s Important for Local Businesses to Have a Web Site. appeared first on Supermarket Advertising.

To date, I’m happy to say that after four or five years of building a ‘team’ we’ve reached the right mix of personalities, work ethic and experience and I want to keep my workforce intact. I did some homework on financial packages, and other ‘benefits’ for retention and keeping turnover low, and thinking about corporate wellness, I felt this would be a great option for my team.

I found that most of the information out there about employee engagement and retention focuses on creating safe, environmentally-friendly work spaces, improving employee health, and implementing strategies that reduce medical costs as well as increase employee morale and on-the-job efficiency. To add to the mix, employers need to find a way to create work environments that are multi-generation-friendly. The best strategy, it seemed, for meeting the bulk of these efforts (and the most fun for my company) points to organizing and offering a Corporate Wellness program. Since my workforce transcends several age groups (I’ve got Boomers and Millenials sitting at my conference table) a wellness program must address the diverse age groups on my ‘roster’.

Many of the large national and international companies we all know like Google and American Express, plus small, local businesses are embracing these corporate wellness programs, working them into the running of their business in the hopes of attracting future employees, keeping turnover low and morale high, and contributing to the wellness of their employees which, in the end, contributes and helps to define a businesses corporate culture. Much of this is due to the fact that it takes a long time to hire, train and retain the right employee mix – so getting it right the first time, keeping employees engaged is worth the time and effort.

Developing a positive corporate culture is so important to me and I believe, in the long run, only benefits the company, my employees and my customers.

After much research, I decided to implement a general fitness program offered by Born Ready Fitness*, run by Mike Gulyas. As a result of team discussions and surveys, we found that a combination of a boot camp/hi intensity workout, coupled with a Yoga/Pilates program, 2x per week, satisfied everyone’s fitness needs and fitness level, offering the benefit of mental and physical well-being.

While there may be scientific evidence indicating the positive ‘return’ for worksite wellness programs, what I’m seeing are happy, energetic employees with an enhanced sense of well-being, self-image, and greater camaraderie (on and off the Yoga mat!). All of this ‘wellness’ is contributing to their health, and a corporate culture that I want my employees to embrace, help me to further define, and most important, one in which they feel ‘loved’. My employees (and yours, don’t forget) are my greatest asset, and contributing to their health and well-being, making health social and engaging, and part of our corporate culture, is an investment that offers the greatest return, and well worth it in the long run.

A company that sweats together, stays together.

I couldn’t be happier. Namaste.

*Born Ready Fitness is a total wellness company whose goal is simple, to improve the quality of your life (emotional and physical) through fitness, nutrition and massage. All you need to do is to commit to a permanent life change – we’ll help you do the rest. Go to BornReadyFitness.com for more information about their Corporate Wellness Program.

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https://www.youtube.com/watch?v=acoslD7lGtc

First….I have to say it… “Different” is being used as an adverb when it is actually an adjective and should have an “ly” at the end to be grammatically correct. Thanks for being patient. I had to get that off my chest.

Despite the intentional faux pas, Steve Jobs used this phrase to redefine the Apple brand, and to differentiate his company from his competitors by sharpening his focus on what made Apple Apple (at this point in tech history, it definitely wasn’t their balance sheet). The slogan came to encompass everything about Apple…their corporate culture, their dedication to creating insanely good products, their focus on creating the customer experience. It not only described the company, but drove its employees to live up to its’ message. The goal of “standing out” from the competition was eventually won as evidenced by the fact that they have become one of the most valuable companies on the planet and have competed and bested every other tech company on every level except one…price.

And they still won.

Their strategy makes a bold statement about the importance of branding and how it can influence customer perception and behavior, and give business owners an advantage when competing for market share.

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

Therefore, it makes sense to understand that good branding is not just about getting your target market to choose you over the competition, but it is about getting your customers, potential or otherwise, to see you as the only one that provides a benefit or solution to their problem. Great branding, on the other hand, is so much more, and this is where Apple made the leap with ‘Think Different.’ and continues to do so. It’s more about building brand value, equity and brand personality by creating and leveraging those intangibles that a brand should deliver (emotional and psychological benefits).

Think about this for a moment: if you had a choice of a free laptop computer, and your choice was between a brand new top of the line Apple Macbook Pro and a brand new top of the line Dell, Lenovo, IBM, Microsoft, etc etc, which would you choose? Since price is not an issue, in all likelihood, it would be the Apple Macbook Pro, no? Well, why is that?

The prevailing wisdom is that Apple products are generally perceived to be the best product (i.e., the computer most suited to solving your computing problem), the most valuable, AND the most expensive. But the Apple brand is really an ‘experience’. Equity has been built into the Apple brand given its ability to successfully deliver unique benefits on a practical, emotional and psychological level.

Yet, despite declining PC sales around the globe (mostly because of Apple creating the iPad), PC computer sales are still robust. I’m sure you’d agree that this didn’t happen by accident.

Building unique brand equity is unbelievably important for owners of any size business as there will always be competition for market share at every level and the battle for customers is daily and ongoing, more so in industries with parody products and claims and no perceived differences by consumers.

The moral of the story is that it’s important to take the time to identify and to define those things that make your company unique and to start the process of developing a brand, building value and equity overtime. It should be the foundation of all of your marketing communication and represents the sum total of your promises to your customers. A clearly defined brand, carefully crafted, will shape the perception of your company, and the experiences your customers have with it.

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