Archive for December, 2013
In a survey conducted by MediaPost for “Engage: Affluent,” traditional media came out on top when it came to marketing luxury goods. The survey asked consumers and specifically a subset of those defined as “affluents” (those with incomes of $75,000+) about the channels in which they were the most likely to recall seeing advertisements and in which they remembered being “considerably” or “somewhat” interested in the products being marketed. The following channels ranked the highest:
6. In-home mail
Among consumers overall, social media tied for third when it came to both recall and interest in the products being marketed. But among affluents, social media ranked much lower. It ranked only #7 among those with incomes $75,000+, #8 among those with incomes $250,000+, and #9 among those with incomes $550,000+.
Smartphones ranked #8 among consumers overall. Among affluents, however, they once again ranked lower. Smartphones ranked #10 among those with incomes $75,000+, #11 among those with incomes $250,000+, and #12 among those with incomes $550,000+. (When it came to tablets, the trend was reversed — tablets ranked #15 overall, but among affluents, they rose to #12, #13, and #9, respectively.)
What can we take from this data? It’s important to broaden your media mix to include a variety of channels. Multi-media marketing has been proven to be far more effective than using a single channel only. At the same time, when you are selecting your mix, your heaviest focus should remain on traditional media, including a mix of direct mail and print advertising, where the eyeballs and attention still remain, even among more affluent consumers.
What if you could put interactivity into your printing at essentially no cost? Sound too good to be true? Then you haven’t heard about QR Codes.
You may have seen them in magazine ads or on billboards. Increasingly, they are showing up on business cards and marketing collateral. Even in email. When your customers scan these codes with their cellphone cameras, something interactive happens. They are taken to a website. They access a coupon. They see a video.
QR Codes act as an immediate response mechanism for your print ads, bulletin boards, marketing collateral, and corporate identity materials. People don’t need to wait until they get home or back to the office. They can access the content right where they are.
Because QR Codes are simply 2D barcodes, they cost nothing to produce and add to your print materials. In a free QR Code generator like Kaywa or Inigma, simply enter the URL to which you want people to be sent, hit “get code,” and insert the resulting .jpg or .png into the layout. Yes, it’s that easy.
Here are some places you can add QR Codes to spice up previously static print items:
- Sell sheets. Send people to a YouTube video to see a demo of the product.
- Business cards and letterhead. Let customers add your contact information to their phones with a single click.
- Trade show materials. Allow booth visitors to see your entire product line and pricing right from the trade show floor!
- Window clings. Give passersby access to discount codes that encourage them to come in and buy. Or let them connect with you on Facebook or Twitter.
- Direct mail pieces. Make it easy to sign up for sweepstakes, access location maps or discounts, or add events to their calendars.
The possibilities are endless. The best news is, QR Codes are free!
Contact us today to learn even more!