What YOU Need to know about the growing and lasting trend.

The research proves it, Quick Response Codes – common name QR codes – are not going away and you can expect to see more of them. 

Here at our agency, we FAIL (Foster the Agency’s Intellectual Learning) a lot. We are constantly soaking up industry hot-topics, and information we can apply to our clients.

Knowledge is power, and we want to share it. We’ve done our research and implemented a code or two, here’s a recap of our QR code download. 

A Whole New Code

In 1994, Denso Wave created QR codes to track vehicles during the manufacturing process. Designed to be two dimensional, QR codes store information horizontally and vertically, scan in 360 degrees, and most importantly, hold up to 7,089 digits.

QR codes can:

• Open a URL in a web browser
• Connect to social media sites
• Download apps
• Send text messages
• Make phone calls
• Link to videos
• Offer promotions and coupons
• Gather consumer data

How are Professionals using QR codes?

Question: “Are QR codes dead?” Answer: No, but here’s an example of how to use QR Codes in your afterlife. (image on gravestone)

According to Nellymoser, Inc., usage grew by 439% from Q1 to Q4 in 2011 and in December, one out of every 12 magazine ad pages contained a QR code.

In that there is a clear trend moving away from embellished and customized codes, and more than 90% are placed at the bottom half of the page. 

Where are the QR codes taking consumers?

How can you have a successful QR Code campaign?

Before implementing a QR code it’s important to think about why you are generating a QR code.

You must define your objectives and purpose, create a compelling call to action, know where you consumers are and how they will view. When creating a unique QR campaign:

DO:

• Have a mobile optimized site – tracking is easier if the code links to a page other than the home page.
• Think about the user experience. Does the video load quickly? Do you provide the viewer an opportunity to forward this info to friends via social media?
• Utilize a special offer or exclusive promotion or content – the payoff for the consumer has to be worth their time/effort.
• Test, test and then test again on every phone and app possible to make sure consumers can get to your content.

DON’T:

• Make the QR Code so small or big that it’s not easy to scan.
• Have too much copy – people are primarily viewing on their smart phones.
• Put QR Codes where there is no signal or it doesn’t make sense. This includes outdoor boards on the highway, airline magazines or subways.

To view our research in full and learn how to create a QR code, check out our link on slide share.

This past week was a whirlwind. Wednesday through Sunday, more than six months of work came to fruition at:

The Lone Star International Film Festival

Our team provides marketing, PR and a splash of creative support to the festival. If you didn’t make it out - you missed out because it was a SUCCESS! Check out a DFW.com article and learn for yourself.

Above is a glimpse of opening night: Our friends from Red Productions walked the red carpet to support their film Searching for Sonny along with Nick Krause from The Descendents.

Notice the step and repeat? Thought so; compliments of our production artist, Colton. Colton also put all of the print and web ads together.

Despite the many awesome films, my highlight was meeting the great Willie Nelson! Willie was honored with the Stephen Bruton Award at this year’s gala. In between the red carpet and working with the Star Telegram’s photographer, we managed to get a photo.

It’s a little blurry, but you get the picture (pun intended). 

Want more proof of the festival’s success? There’s a lot, but check out these articles:

• IndieWire
• Art & Seek
• NBC DFW
• The Dallas Morning News

Cheers to the Lone Star team and all the volunteers! Now, let’s gear up for next year.

- Lynaia & Kristin

An interesting white paper from Webtrends and Adgregate Marketers was passed around the agency: The Effect of Social Networks and the Mobile Web on Website Traffic and the Inevitable Rise of Facebook Commerce – It’s a fascinating mouthful.

The study examines what level of promotion is necessary for an organization’s website vs. their Facebook page. Much time could be spent discussing different facets of this article, but I’ll focus on one quote:

It is time for brands and retailers to understand that surviving online is no longer about all-in-one websites, but measuring and improving performance in all the social mobile and web entities.

I am in total agreement. Every organization for-profit and not-for-profit needs to make a shift and be more dynamic, enter social networks and be active participants.

Does this mean the traditional website is done, finito, terminado? No, not necessarily. Personally I’m a fan of the traditional page that provides standard organizational history, contact information, etc. 

That said, I am also quick to judge—or discredit—an organization if their involvement on social networks is weak or absent.

So, how do you judge an organization? Is it more important that an organization has a traditional website?  That it’s involved in social networks? Or, like myself, do you prefer the combination?

~Kristin

This is where I draw the line…and so should you!

-Erin Naterman

(Source: youtube.com\)

A recent study was published by SheSpeaks.com, revealing findings about how Mom’s respond to and communicate with brands.  Since many of the clients we serve target Moms, I found this information helpful.  The research indicates that word-of-mouth is the Mom’s most powerful asset to your brand.  A positive  brand experience or an incentive (coupon or special offer) will motivate a Mom to talk about your brand.  The primary way Mom’s want to be communicated with is through email, and they welcome brand messaging through social mediums because they enjoy being engaged.  They WANT to talk about brand and have their questions answered.  Another interesting finding is that Moms have a tendency to seek out brands they like without any coercion.  The full deck on the research findings can be found on the link above.

-Erin Naterman

Next up:  wrist-embedded identification chips.  No more photo ID’s required.  Technology…convenient or scary?

The world of marketing and advertising has changed significantly over the recent years due to the booming social media revolution that has caught on and spread to nearly every facet of consumers’ lives.  Some folks question whether social media is a fad that will go as quickly as it came.  I challenge you to watch this video before answering that question.  For those clients that are dragging their feet, this might this might just light the fire.

– Erin

(Source: youtube.com)

Generational Branding - Saw this photo in Fast Company  and thought it had amazing implications.  It’s something I’ve been thinking about lately.  Most brands have deep roots within a generation - to sustain, that brand has to become relevant to succeeding generations.  Think of Oldsmobile - too little - too  late.  Their “This isn’t your father’s Oldsmobile” campaign did little to sway the minds of Baby Boomers.  Their brand…. it’s dead.  Our twin sons rarely if ever wear Nike, why? Because Under Armour OWNS their generation. Nike’s still cool for shoes and some niche sports like golf - but we find ourselves spending $24 a pair for a pair of Under Armour underwear. (BTW - ever wonder why it’s called a pair of underwear?)  

Apple has done a great job of becoming relevant to a generation but they’ve been BRILLIANT in their ability to expand that relevance to both older and younger demographics.  When my 70 plus year old mother (never reveal a woman’s true age) is thinking about getting an iPhone, something pretty amazing is happening.  Transferring the enthusiasm for a brand across generations takes product innovation based on searingly insightful customer research and brilliant branding.  

Nike is losing a generation.  Who’s next?

- Ken Schaefer