positive disruption by: Tom Martin | New Orleans based Social Media Consultant

Thirsty Thursday of Knowledge - Microsoft Code Examples

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Last week we talked a bit about QR Codes and I shared a number of real life QR Code examples.

But while you've probably heard a lot about QR codes, there are other options out there. We covered JagTags before and they're pretty interesting. The only tag platform we haven't covered yet is Microsoft's MS Code. So today we're going to fix that. On a recent flight home to New Orleans I was surprised to find not one, not two but three advertisements in a single issue of People Magazine, all that used MS Tags.

Ford has been experimenting with JagTags and now MS Tags. If you scan this MS Code in the ad you'll be transported to a microsite for the Ford Edge. Once there you can view videos, see reviews, specs, etc.

So now Ford can put all the really heavy copy stuff in the MS Code and leave the ad space itself to do what ads do best - grab a reader's attention.

 

 

 

 

 

 

 

 

 

Garnier is using the code in this ad to transport you to a 2 minute commercial for it's hair care line. Given the cost of buying a national 2-minute commercial on TV, this is another good example of how companies can leverge more effecient print media buys AND get the sight/sound/motion impact of TV.

Personally, I think I might have tried to insert some kind of bounceback like having the video dump the viewer to Facebook or Twitter or Garnier web page. Something that would give that viewer a chance to give Garnier an opportunity to continue engaging that viewer in an ongoing digital conversation.

 

 

 

 

 

 

 

 

This next example is pretty interesting because it's not one brand. People created this ad to highlight a number of advertisers.

I love this because it really leverages the power of QR, JagTag or MS Codes -- the ability to put a lot of information in a small area -- the code.

If you scan each code at the bottom of the ad you'll be taken to a different video. The video itself provides some fashion advice and then integrates the brand whose tag you scanned into the video.

My only gripe is I think the videos are too much alike from a content perspective, so after you watch one or two, you kind of lose interest in watching the other two.

Also, the product integration is pretty heavy handed... I wonder how much more powerful the videos could be if the brand was woven into the content storyline vs just bolted on in a "sponsor" type approach.

 

 

 

And lastly we have Starbucks. If you scan the code in this Starbucks ad you'll be taken directly to a mobile friendly sweepstakes sign up page.

Given that American's almost always have their mobile phone in their pocket or within reach, this makes it super easy to register. This makes it much easier to sign up for the sweepstakes versus say a traditional URL that I have to cut out, remember or write down so I can use it the next time I'm near a computer.

My only suggestion or wish for this use of MS Codes would be a more social media friendly registration form. If I have a smart phone and I know what a MS Code is or what to do with it, I'd be willing to bet that person is probably on Twitter, Facebook, or LinkedIn. So why not give them an option to give you that information and permission to talk to them in that channel. Again, a chance to continue the conversation.

So that's my round up of MS Codes. What do you think? Do you like JagTag, MS Code or QR Code better? Have you seen other great exampels of this technology in action?

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Too Tired To Blog

No, seriously.... I am. Completely slammed with work and family committments this week which has me burning the candle at both ends. So rather than "mail it in" I'm just going to point you to a few folks who weren't too busy and put out some incredibly good stuff recently. You might want to do yourself a favor and subscribe to their blogs, because they tend to always put out good stuff. So here we go.

From Jay Baer's great Blog, Convince & Convert - Writing Better  Blog Headlines will give you some really interesting, statistical insights that might just surprise you.

I've long been a fan of Deb Ng's Kommein blog and her recent post on Why Brand Ambassadorships Don't Always Work is a really good discussion of the topic. I also tend to agree with her overall point-of-view on the subject. Give it a peek and see what you think.

My good friend Beth Harte (who I'm so glad is blogging again) asks Why we don't ask WHY enough. I love her point about "asking why" = insubordinate behavior.

And lastly, someone I've grown to really like over the last couple of years both for his intelligent insights and for just being a guy (instead of some Internet Famous DRUT) is Chris Brogan. He puts out soooo much stuff that I often can only drop by his place once a week or so, but every time I do, I find something golden... as in this post about Golden Silence as a Business Edge. Classic Chris and darn good advice.

That's it folks. Enjoy and share the knowledge.

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Thirsty Thursday of Knowledge - Real Life QR Code Examples

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There is a lot of chatter going on right now about QR Codes. If you're not familiar with QR codes, maybe take a minute and watch this quick demo video I put together.

If you're up to date on QR codes, then take a look at a number of ways various advertisers are using them. Note: all QR Codes are LIVE -- so if you have a QR reader on your phone, scan away. Just remember, I'm not responsible for what you find on the other end of the code, ok?

Wanna See My R-Rated Ads?
Fashion houses are always trying to push the envelope in their advertising. Always trying to be hip, cool and sometimes a tad dangerous.

Problem is, the TV censors are getting in the way of all the fun. Enter QR codes -- scan this one, located on a billboard in NYC supporting their Fall 2010 campaign.

Warning - you might want to make sure no one is around. Go ahead.. I won't tell. ;)

 

 

Will I like this wine?
Wine shopping is a tough gig. For most of us, wine is unapproachable and confusing. We might know the basics, but when confronted with a shelf of unfamiliar wine lables, we're left to wonder what we should get based on the drinking occassion or our personal tastes. But smart wineries are starting to use QR Codes to help take away the mystery and bring the sommelier right to the palm of your hand. Check out what Cellar Key offers and below, a video from adegga - a social wine discover site.

Dynamic Wine Labels from andrerib on Vimeo.

 

Mobile Coupon Anyone?

Reach is inserting QR codes into their magazine ads and using them to push mobile coupons. Very interesting but in my opinion they got greedy and that greed will lower the value of the effort. First, they don't push you directly to a coupon, you have to click through from a very nicely done mobile splash site. But then when you do click through to get your coupon, they ask you to register. That's like 3-steps to save $1.00? Bye-bye.

 

Hello Trailer
Fox ran a 9-page ad unit in the Fall Style Issue of US Weekly (my wife had it on the plane so stop typing the Twitter joke please) that was pushing their fall line-up. At the bottom of each ad was a QR Code.

Now I had to wait until the plane landed to play with the code but as suspected, each code took you to a mobile friendly site that granted you access to all kinds of content, storylines and special content that was only available here.

My only suggestion to make this approach stronger would have been to anticipate my REAL desire for scanning the code -- to see a trailer that would give me a better idea of what the show was about. While insider content is a great value to the FAN of the show, a better idea of what the show is like or about is far more valuable for a PROSPECT of the show. Had they linked these codes to sites that had a 3 min trailer front and center I would have said - 100% WIN for Fox. As it is, still darn solid effort IMHO and such a perfect integration of QR codes and mobile.

 

 

So that's my round-up of QR codes in action this week. What did you think? Have you seen any really good applications I missed? Wish I'd add to this line of thought? Let me know. That's what the comment section is for... ok?

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Thirsty Thursday of Knowledge - Video Blogging Tools

Today I am demonstrating the iPhone 4 combined with a small directional mic and giving you my thoughts on how this set up compares/contrasts to a more traditional Flip Video approach to video blogging.

The biggest difference is the ability to see yourself while you video (iPhone) and the ability to use an external mic on the iPhone. Flip offers neither option (but boy do I wish they would -- or at least the external mic).

The video is a mere 2 minutes... give it a peek and let me know what you think of the audio both with and without the external mic.

 

Is Groupon the new Marketing Crack?

Tweet With the recent news of Groupon's compelling Gap case study, where the Gap sold $11 million in Groupons, Groupon has vaulted itself into marketing strategy discussions around the world. 

Given too that we are in the 4th Quarter -- traditionally the time where marketers are planning strategy and budget allocations for the upcoming year (as well as last minute current year tweaks) I wanted to get your thoughts on Groupon as a marketing tool. Specifically, I'm interested to hear your thoughts on how good of a deal Groupon really is for marketers.

Now for those that don't understand how Groupon works, let me enligten you. For instance, on the Gap promotion, consumers received a $50 off coupon in exchange for $25 charged to their credit card. So right away, the Gap is selling $22 million (based on purchase of the Groupon) for $11 million. Further, Groupon, not Gap collects that $11 million and retruns half of it ($5.5 million) to Gap. So in the end, Gap has sold $22 million of merchandise (if everyone that bought the Groupon redeems it) for a mere $5.5 million or 75% off.

On the surface, that may not sound like a great deal. So why would Gap or any other advertiser do this? Because it's a no cost marketing vehicle. You see, under the Groupon model, the advertiser doesn't "pay" for the Groupon. They are only "charged" when a consumer redeems their Groupon. Hence, advertisers, especially smaller ones see this as a risk free marketing channel because there is no upfront cost to them.

While true, I think there are two important points that most marketers might be overlooking.

First, what is the margin on your product/service? If the Gap sells me $50 worth of goods, they have hard costs associated with that sale. They have the costs of goods sold, labor, rent, etc., that factors into their final cost. So, if they're selling it to me at 75% off, the question becomes are they making or losing money on each sale? This same analysis goes for any company that might try Groupon. At the end of the day, you're agreeing to sell your wares at a 75% discount. So while you may be driving new traffic, that is folks that otherwise would not have bought from you, that traffic may or may not be profitable on the first visit. It would also be really interesting to see the average total spend by each Groupon customers, ie., did they spend just the $50 or did they spend $100. That too would be a big factor I think in any decision to make Groupon a regular part of a marketing plan.

Which leads us to the second question. Do Groupon users convert to repeat business? According to Groupon, only 22% of its customers become repeat customers post Groupon. I guess this means the remaining 68% (on average) will only return when offered another Groupon is published. Here again, we have to ask if the Acquistion Cost is worthy of the investment? The Gap promotion resulted in 440,000 consumers buying the offer. Let's assume 100% of them redeem it. That means the Gap's acquision cost was $16.5 million ($11 million discount + $5.5 million revenue share with Groupon) or $37.50 per customer (assuming that all of the merchandise sold could have been eventually sold at full price without any mark-down or traditional sale).  So they spent $37.50 per customer to make $12.50 per customer in sales. Hmmmmm...that's a pretty hefty acquision cost for a retail brand.

But remember, the reason the Gap and pretty much all Groupon marketers do Groupon is because it's risk free and you only pay the advertising agent (Groupon) when your ad (Groupon offer) converts. Hmmmm, sounds a lot like PPC/Google Adwords sales model. And we all know how companies love to buy Ad Words... which I jokingly refer to as Marketing Crack because once a brand finds success in Ad Words, it gets really, really hard to convince them to redeploy Ad Word dollars into any other channel that doesn't offer a PPC or pay-for-conversion model.

So we've established that Groupon works as a traffic builder. And we've established that the traffic is largely offer driven vs brand driven. And we've established that the acquisition cost of a Groupon sale is pretty darn high. So, with all of that in consideration... what do you think? Will Groupon become the new Marketing Crack or will companies experiment and move on?

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The Day Marketing Died

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I'm not sure when it happened or even what day it was... but somewhere, sometime recently, marketing as we known it died. That's right, you can drive the Chevy, or the Ford or the Mercedes to the levy but unlike New Orleans in the summer of 2005, that puppy is going to be dry.

It used to be our job was to sell stuff.

Today though, I think it is our job to help consumers make buying decisions.

It's a different approach. It's less about telling them what we want them to hear -- our USP -- and more about understanding what they need to hear. And not in a used car salesman type of way -- just tell them what they want to hear so they'll buy -- but seriously engaging consumers before, during and after the sale to create a shared understanding of the role of our products/services in their lives.

By taking the time to reach this deeper understanding of "role" I think we as marketers can not only be more effective but will actually become more creative. More creative in our marketing, our product development and ultimately even our advertising.

In his book Unmarketing, [not an affiliate link] Scott shares a hilarious passage about how companies actually try and teach their folks how to cold call better. How companies will find any way possible to get around things like the Do Not Call List. Think about that for a minute... then after you stop laughing read on. Go ahead... I can wait.

It just kills companies when they're told they can't sell. But imagine how successful you might become if you just accept it and instead of selling, simply start focusing on helping me make the best buying decision...even if that decision might be to buy from a competitor.

Imagine the trust you'd build with me. Imagine what I'd tell a friend who asked my opinion about your brand/product. Would I tell them to buy the product/service I bought? Maybe. But I'm guessing I'd also (likely before telling them to buy what I bought) tell them to check you out. Why? Because I'd feel confident that you'd help them make the right buying decision too. And afterall, isn't that what I'd want for my friend... for them to make the right buying decision?Isn't that the core reason they asked my opinion in the first place?

Yes, I'm pretty sure that marketing is dead... just no one bothered to tell the marketers. Or maybe they couldn't hear us because they were too busy selling.

Or maybe I'm just full of shit and don't have a clue. What do you think?

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And hey, if you thought this was good, imagine what will come tomorrow? So maybe consider subscribing so you can have posts from this blog sent directly to your eMail in box. And don't worry, I'll never share your email with anyone and I don't send anything but blog posts... because that's not what your here for right?