Personalized URLs Power the Conversation … and, Most Importantly, Pay Off
by Heather Fletcher, contributing writer, Inside Direct Mail
For companies that had their heads in the clouds when it came time to upgrade their computers, Hewlett-Packard, Intel and JDA Software Group thought it was time for some skywriting. The technology firms sent out personalized direct mail pieces that featured a man with his arms spread upward, experiencing an epiphany due to these fluffy words forming above his head: “Joe Smith, The Moment Has Arrived.”
After determining customers’ upgrade schedules, personalized direct mail and e-mail, complete with Personalized URLs, led recipients to personalized landing pages. There, recipients learned all about how hardware from Palo Alto, California-based HP and Santa Clara, California-based Intel would support software from Scottsdale, Arizona-based JDA Software Group. The $50,000 campaign’s yield: a 9.2 percent response rate and $13 million in sales.
Results like these are causing many marketers to consider direct mail-to-landing page campaigns, and some to drill down further and provide Personalized URLs. Marketers say the direct mail captures prospects’ attention, and the landing page holds it by providing more details. Then the personalization, minimally, provides leads and, optimally, creates relationships.
Personalized URL’s were essential for the conversations that started in fall 2007 with prospects who were considering buying $500,000 to $1.5 million software suites. Customers revealed more information about themselves each time they visited their Personalized URL, which allowed HP, Intel and JDA to reciprocate and nurture them throughout the sales cycle so when customers were ready to buy, they bought the software suite the trio was offering.
“Being relevant and consistent is what separates this project from the many projects I have done in the past,” says Daniel Johnson, strategic relationship manager for Intel. “Sending specific [information] to specific people does make a huge difference. … This type of project takes good program management and it is a bit more time-intensive to set up, but the results are worth it.”
Johnson says the campaign took a month to get off the ground, then six to nine months to show results. It reached out to 2,200 people who could view case studies, videos and product information relevant to them based on their job functions — manager, director or finance officer.
With so many advertising channels out there, why not customize these campaigns to specific people? The more you know about your clientele base, the more solutions you can provide your customers. Wheeler’s uses software that allows you to design, manage, create, and organize everything marketing. Contact us today!
PH: (519) 254 – 5237
But you should. Your future business may depend on his purchases of your products and services. Do you know anything about what Jack likes, what attracts him, what advertising channels he actually pays attention to?
What about Jill? Do you know her career? Do you know her age, her spending habits, or the reason why she shopped at your store but has never returned?
Getting better acquainted with Jack and Jill, and other potential customers can be very expensive, yet knowing more about them can help increase your business drastically. You can also save money on advertising by learning which channels work best at attracting your target market.
For these reasons, Wheeler’s Printing and Copying created TMS (Trackable Marketing Systems). With TMS, you will be able to, with our assistance, find out information on exactly what Jack and Jill prefer when shopping at your store. Plus, TMS is your affordable option to track information on your customers to help create more relevant and targeted advertising campaigns, which can bring you more leads that can convert to sales easier and quicker.
You don’t know Jack or Jill yet, but that’s why Wheelers’ TMS is here to help you learn everything about them. Email us today at YourTeam@printguy.com to start your TMS program!
Often these two terms are used as the same but they are far from it.
For example, Multi-Channel Marketing refers to using multiple channels of marketing for a single marketing campaign. So to advertise a monthly sale coming up, you would use direct mail, brochures, an email blast and social media. Therefor we have used 4 different channels for this marketing campaign. Leading marketers are using between 3-6 channels or touches per marketing campaign to make sure their message is being received. How many channels do you typically use?
Cross-Media Marketing, while using different channels, prompts a user to respond using a different media then they were contacted with. So this could be a direct mail piece or brochure that asks the recipient to respond by logging onto a specific micro-site built for the campaign – or maybe to text a code to receive special offers. Maybe it is a social media post about visiting the brick and mortar storefront to receive a discount at the company’s annual open house.
Now the real magic starts when you combine the two into a marketing campaign. Contact me today and let me show you the true benefit of such a campaign. Getting a 2x-5x improved response and beyond can be a reality. firstname.lastname@example.org
As Tim the Tool Man Taylor would say – “more power” and that’s just what DeWalt tools has done. I was meandering through my favorite big box tool store and came across a new 20 volt cordless DeWalt drill.
Click picture to make larger.
Now I like more power just like the next guy, but what really caught my (marketer’s) eye was the QR Codes printed everywhere on the display and on the boxes themselves. Scanning the codes took me to a really well thought out mobile website of new DeWalt tools – not just drills. Complete with user reviews, the mobile site was well designed and easy to navigate.
The only missing marketing channel DeWalt could/should have included might have been YouTube videos of the new tools in “action”. One negative – the code was almost too dense to be scannable by my Blackberry – whenever possible use a url shortener when generating a QR Codes. The less dense, that is fewer pixels, the greater the likelihood that the code can be scanned by all mobile devices. This value added experience for the shopper began with something printed – in this case the display and packaging.
For more “QR-azy” information, contact our shop and ask for Cary or Rick – Grrrr!
Recently Canadian coffee & donut icon, Tim Horton’s, launched a Win Free Coffee for a Year contest. What was required to enter the contest was a simple scan of QR codes printed on in-store signage. Once scanned with a smartphone, the QR code morphed into a multi-page survey of your experience at that particular store with questions like did the clerk smile, were you thanked for your order, was the service quick enough – that tone of questioning. All the pages were nicely formatted to fit on my Blackberry Torch screen until the end of the survey, where, as an option I could enter my name, address, email and phone number for that chance to Win Free Coffee for a Year. This final page that collected my data was not formatted to be easily viewed on my tiny screen without zooming in and scrolling around with clumsy fingers.
Kudos to Tim’s for collecting valuable data to ensure their stores were giving customers a top-drawer experience and for using QR Codes to launch the campaign. In today’s ever more mobile society you have to make the offer/message easily accessible. It’s a shame the last page to their campaign wasn’t given as much thought as the leading pages before it. Didn’t anyone at Tim’s test this out first hand?
If you’d like to learn more about how QR Codes work, their history, and see actual examples of how they can be used to increase your business, log on HERE to and request our FREE 8 page primer on the subject. Did I mention that it’s FREE?
Whether making a single colour copy of someone’s grandchildren or printing hand bills, since 1994, Wheeler’s Printing has been helping folks communicate effectively through print media. We assist our clients sell more products & services or gather sales leads for their staff. We like to ask the question, “what keeps you awake at night?”
If the answer is “how do I succeed in this economy”, then Wheeler’s helps rid you of those nightmares.
Case in point – the picture above shows a recent run of 50,000 hand bills for the WFCU Centre here in Windsor. The Centre is effectively reaching that many people about an upcoming event using products we were able to supply.
The Printguy to the rescue.
I had read an article about QR codes the other day in a trade printing magazine. One of the gripes from the author was that QR codes are too big and blocky and just plain don’t look nice.
I have to say that I disagree.
We have many of our clients insisting on having QR codes printed their business cards with more and more making inquires about them all the time. I think having a QR code on your business card is a great idea. As you have heard us go on and on about, QR codes, that they have many different useful applications. They can go to a google map, a YouTube video, they can contain contact info or simply go to a company or person’s website and these examples are just brushing the surface on the vast amount of different applications.
Have a look at these three business cards we did for some of our local clients. The QR code doesn’t have to be a big, blocky, black blob. We can add some colour and make it more appealing to the eye so it becomes a part of the design and not just something that was thrown on at the last minute.
Click images to enlarge so it is easier to scan
Now, the most exciting way that we have been using QR codes is by incorporating Fluidcards. What is a Fluidcard you ask? Basically a mobile landing page that allows a person to add all of their contact information into a convenient spot for clients and prospects to access their information 24/7/365.
Check out one of my client’s here http://fluidcards.mobi/TheCabinetStudio
You have access to The Cabinet Studio (Canada) Inc.’s phone, their email, their website and even their twitter and blog links! The best part is that by downloading a vCard to either your mobile device or desktop computer, ALL of The Cabinet Studio (Canada) Inc. information is easily populated into the user’s address book.
Get more information on Fluidcards and QR codes by contacting me today at email@example.com or by phone at 519-254-5237 and I will send you out our 8-page informational booklet.
Second Sight Photography can be reached at http://secondsightphoto.com/
Lora Crestan can be reached at http://www.solsticegroupcoaching.com
Peter at Ideal Heating and Cooling can be reached at http://www.idealheatingandcooling.ca/index1.asp
There is an old adage that says, “Never trust a chef that doesn’t eat his own cooking.”
Well you may have noticed that I wax poetic about the value of adding/using QR codes in your marketing material.
Among other ways to promote your QR code, you could print it on business cards, post cards, flyers, brochures, signs, promotional items – virtually anywhere you want customers and prospects to learn more about your products and services using mobile connections such as a smartphone or tablet computer that is internet connected.
So does Wheeler’s Printing eat our own cooking?
Yup – you betcha. It’s pretty tasty. And here’s what we’re cooking:
- on our business cards so once scanning takes place the viewer is taken to our FluidCard (an online mini website with all pertinent information about the card owner, phone us for details)
- in our magazine ads in Windsor Business magazine, directing the scanner to our website.
- on brochures with a QR code that when scanned the person’s phone quick dials the shop’s phone number.
- on our big sign in our front window (see below) that offers a special discount on our products to those that scan the code and come in to our shop with the page bookmarked and shows our staff proof of scanning.
Click picture to enlarge
- and in upcoming contests and promotions that allow Wheeler’s to gather important data about those folk scanning the code. This will allow Wheeler’s to custom fit future offers to market segments and offer more pertinent solutions to their marketing needs.
If we’re not eating our own cooking, how can we expect others to take a taste?
7 little letters – QR CODES
While in BC visiting family I picked up a couple of magazines with home and business listings for sale. The mag had a number of ads from independent as well as franchised real estate professionals with coloured photos of their listings, along with a minimum amount of written description. But many included a QR code in their ads directing the reader to scan it with their smartphones. Doing so resulted in the viewer being sent to their website, where the viewer could learn more about any listing they had.
Good idea so far.
What I would have done if I was this Real Estate Professional is place a QR code next to each particular listing. Once scanned the viewer could have been brought to an on-line description for only that listing. I’d have this complete in every possible way – pictures (or better yet a video) of the home’s exterior and interior. Super imposed over each room view would be its dimensions – plus a separate listing of raw data the buyer wants to know, (taxes, utility costs, lot size, age of dwelling, original or not owner, age of any upgrades, etc). With a link to a Google map of the area showing close by schools, banks, shopping and medical offices. Another simple button click would connect me immediately to the listing agent to set up a viewing appointment.
Click to enlarge image
Then for the final capper to client convenience, I’d print a QR code on the lawn sign, linking to everything mentioned above. This becomes the on-site 24/7 agent for that home.
Oh, two more ideas: if I was this Real Estate Professional (1) Print a QR CODE on my business cards with a FluidCard® on it enabling scanning and immediate adding of my contact information to the customer’s smartphone. (2) Go to Wheeler’s Printing for all of the above….. And more!
By some estimates 400 million Smartphones will be shipped in 2011. Outpacing by far, standard feature-less cell phones. comScore reports that about 33% of Canadians have a smartphone and that’s expected to spike as consumers trade in older units. And Canadians use them for a variety of uses – shopping, trading stocks, banking, and visiting auction sites, to name the top 4 uses.
Wondering what all the jazz is about QR codes?
Then we suggest you visit http://web.scanlife.com/en/success-stories for real life case studies from major companies that have successfully integrated QR codes into their marketing material, enhancing the customer’s experience and driving incremental revenue to their bottom line. Companies like Target, UPS, the GAP and others. Then phone us and ask how Wheeler’s can assist you with QR code implementation.
Local callers – 519-254-5237 or toll free friends @ 1-866-223-5287
( By the way, scanning the above QR code with your smartphone will render my FluidCard – which is my mobilized contact information about myself that you can easily add to your phone’s contact list. Cary Wheeler will be only a finger touch away at all times. For more information on FluidCards, call the gang at Wheeler’s Printing. And to download a FREE scanning app to your smartphone visit either www.scanlife.com or www.i-nigma.com )