Archive for October, 2013
Want to hear a surprising statistic? New research by Nielsen (“Mobile Shopping Report” 2013) shows that two-thirds of smartphone shoppers and four out of five shoppers on tablets do their shopping at home. That’s right — they are using their mobile devices to shop right from their couches.
Not only this, but these “mobile at home” shoppers are more likely than not to make their actual purchases from home, too. Ninety-five percent of tablet shoppers and 72% of smartphone shoppers who make a purchase do so from home, according to the study.
This is yet another reason to incorporate QR Codes with back-end shopping content or links into your printed marketing materials.
In fact, in a 2011 MobiLens study that is still reflects consumers’ mobile behavior today, comScore found that 60% of people scanned QR Codes from home. The most popular hours of scanning? Midday and early evening between the hours of 3 p.m and 7 p.m.
So if you think QR Codes are not relevant to your marketing because your customers mostly shop at home (where they might prefer other channels, such as print catalog or laptop), think again. In fact, QR Codes could become one of your most powerful tools for motivating shoppers to do a little retail therapy as they unwind and decompress from a hectic day at work.
Looking to freshen up your sales literature? Think carefully and create a plan. Sales literature stands in for you when you’re not around, carrying your brand identity and reputation to the marketplace. It plays a critical role in your business and needs to be planned out carefully.
Start by investing in good design. Eye-catching layouts grab attention, and provocative headlines and compelling text convince the reader to hear you out. Keep your production cutting edge and the marketing content fresh. If you cut corners on printing or circulate out-of-date information, your prospects might subconsciously conclude that you produce cheap, outdated products too.
Tie each printed piece to a goal in your overall marketing plan. Is the objective to drive new sales, cross-sell to existing customers, or communicate better with your stakeholders? The appropriate format (postcard, circular, product data sheet, package insert, newsletter) will naturally follow. Combinations of different elements—paper types, colors, repetition—can produce powerful subliminal effects, so it is important that you work with a professional designer.
Consider portability. An oversized piece might gain attention, but what will make someone pick up your piece and take it with them and then pass it along to others?
Communicate directly and succinctly about what you are offering, what is in it for the reader, and what action the reader should take. It’s tempting to overload your documents with every capability and feature you offer, but this can overwhelm and disengage someone who is just learning about you. As they move through the sales funnel, you can introduce more complex printed collateral. At this stage, however, the content should be just intriguing enough and the call to action persuasive enough to inspire the reader to initiate further discussion.
Even the best sales collateral isn’t going to close the sale by itself. What it will do is provide outstanding sales support, reinforce your message, and stay behind as your brand messenger. So pay attention to your sales literature and give it the attention it deserves.