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QR, or quick response codes have become the must have graphic for any flyer, poster, business card, even places like websites and programs aren’t devoid of this modern graffiti.
So, what exactly are they and what do they do?
QR codes are like a barcode made up of squares, which when scanned by an enabled device (usually Smartphones), deliver an action. They were designed for use in the motor spares industry, but due to their flexibility are now being used to aid in promotion and marketing of brands and their products. QR codes can point to a website, open a mail program to send an email, make a call, or just transmit text.
What are they good for?
I’ll get to that in a second, firstly let’s see how they are being used now. When some advertising guy in a grey suit tells the graphic designer to add a QR code to a promotional item or advertisement, he is hoping you will whip out your smartphone, scan the code, and usually go to the company website.
There are three main problems with the current use of QR codes.
- No objective: you need to be clear on what journey you want the viewer on. Simply going to the front page of your website seems like a wasted effort. If they have gone to the trouble of scanning it, they really want to interact with your brand, or purchase a product, so take them to a more targeted page.
- Size Does Matter: I would say roughly 70% of QR codes are too small. There are alot of things to take into account when considering size. Firstly, test on an older generation smartphone. The quality of the phone’s camera directly affects the ability of the QR code reader. Secondly think about where it is going to be displayed. I saw an ad yesterday on the underground with a tiny QR code. Think about how fun it would be straddling another passenger to get close enough to scan a QR code, nevermind the fact that strangers will assume you are taking photos of them....
- Slow down Picasso: Alot of design agencies and marketing companies are getting way to arty with their QR codes. Infact, one of the better known ‘social media’ agencies in Glasgow developed their own QR code, that wouldn’t scan with my iPhone 4s, one inch away. You need square corners on these things, and the distinction between light and dark is also critical.
On a sideboard advertisement on the underground, the QR code, would need to be roughly 75% to 100% of the height of the ad, for the facing passengers to scan it discreetly, and herein lies the heart of the size issue. Most clients want already push for a bigger logo and less whitespace, so convincing them to give up the last 10cm of an ad to a QR code is not an easy sell.
If a QR code can’t be easily and comfortably scanned, REMOVE IT!!
So, what are QR codes good for? At the moment, they are good for funnelling interested consumers to a purchase, providing more indepth information, or so people don’t have to remember your businesses contact details. Down the track, I think there could be a very good marriage between direct mail and video content (ok, we are actually working on two projects right now that utilise these two elements of the mix). Remeber, the whole idea of advertising is to illicit a response or to build awareness, so use QR codes to aid that purpose, and you will find them very handy....
Ever wonder how many people actually use QR codes? Here’s an infographic you may like:
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...within 24 hours of the service becoming available.
Not that there is anything wrong with that though... In the name of research, I set up the all-new fresh-and-shiny Neo Marketing Google+ page last night.
Check it out here: Neo Marketing's Google+ page
It was surprisingly easy to get the ball rolling;
• I went here: https://plus.google.com/pages/create
• Logged in with my Google login
• Selected Local Business
• And entered the business landline
Google then pulled some information from our Google Places listing, but unfortunately not all (they missed a trick there). From there it’s just like setting up a Google Places page, or a Facebook Like page for that matter. Enter your contact details, opening hours, images, and some sort of introduction, and that’s you on your way.
So I guess it’s kinda the same as Facebook like pages at this stage. It’s all fairly intuitive and natural to stumble around in until you become more proficient. One thing I do like is how the photos are displayed...
But that is really just bells and whistles. The keys to Google+ pages being successful will be 3rd party integration (by apps like TweetDeck), uptake within the general public, and a little bit of regulation.
Not regulation as in Facebook’s constant goal-post moving with their privacy policies, but regulation as in making sure the right businesses are allowed the right name in their profile. Here’s an example of a ‘People and Page’ search for ‘Coca Cola’:
So it’s still slightly Wild-West just now. Like the early days of the dot com domains and Twitter, opportunistic folks are grabbing business names up with £ signs in their eyes.
So, should your business register a Google+ page? Yes. It’s fast and easy, to set up, and we don’t yet know how Google is going to use or link the information with regard to search results.
Take half an hour out of your day today and get it done...
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Wow, it is actually sunny this morning. Yes, it was -3 when I left to come in here this morning, but at least there is no sight of rain...
Last week was another good week at Neo. After building the McKnight Financial brand, we’re excited to now be taking them on as a retained client. McKnight Financial are an established financial consultancy who were looking to revitalise their brand to reflect their modern, proactive approach. Besides the building the foundations of the brand, we have also designed their promotional booklets and event displays, and now it looks like we will be involved in redeveloping their website and much more.
Our new graphic designer, Richard, has been doing some fantastic work since he came on board a month ago. Slick Rick managed to bring this baby together from a whole lot of different images to give I-conique Productions and Sugar Cube Nightclub exactly what they are looking for:
I am a big fan of illustration, so I’m loving working on a cartoon-based logo for a new huge play and entertainment centre. I’d love to show the first character of the series, but I have to save it for the launch; check back here soon though. We plan to have the website live by the end of the month.
It’s nearly the second week in November, which means you really need to start planning your promotional activity for the new year. January Sales, Valentine’s Day, Easter Promo’s; you’ve got some things to think about while you’re eating dry turkey with relatives you never see and laughing at jokes that aren’t funny.
If you want to discuss your ideas (or have us come up with them) get in touch! |
GET A JOB!
There has been an upsurge in folks wanting run their own business in the last few years. I don’t like to use the word entrepreneur, because most people that i’ve met that call themselves entrepreneurs are just business people that aren’t yet doing business. Or put another way, they are ideas people, not action people.
I guess it may have been fuelled by shows like Dragons Den and the Apprentice, but it seems to me that everyone wants to, generically, be a mogul on other people’s money.
The story usually goes like this:
An entrepreneur gets an idea to produce or provide a service that no one else is doing right now. They see this as a gap in the market, and become determined to get it to market.
When I say determined, I don’t mean trying to raise funds by getting a second or third job, or by downsizing their house, or not going on holiday for 5 years, or by not buying new clothes while the old ones still fit. By determined I expecting a grant from the government, or a loan from a start-up trust, or a bunch of cash from angel investor... Now that’s determination!
I worked in nightclub security for three years while setting up Neo Marketing. Security is so far away from marketing and design, it’s not funny. Security isn’t a glamorous job, and sometimes it can be be extremely dangerous. I did learn a few skills though, not least being the ability to communicate and reason in very tense situations. I was also able to sleep for 4 or 5 hours, then meet clients and get work done.
I would have much preferred being able to work 10am to 4pm and sip Pina Coladas by the Clyde, but it wasn’t realistic. I needed start-up capital, and figured that if I was going to benefit from a successful business, then it was right for me to make sacrifices.
It really bothers me that business owners complain so much about how bad the market is and how little the government is helping. Stop worrying about hand-outs and step-ups and start worrying about making your clients and customers happy.
So in summary, if you want to be a mogul, stack shelves, wash dishes or wait tables. Or tell people “Sorry, tracksuits are just too casual for this nightclub”. |
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Last month we put together our first entries for an industry awards event, and were lucky enough to be announced as finalists in two categories; Consumer Engagement Award, and the Best Client Campaign. We used the example of Sugar Cube nightclub; a brand that we built, launched, and now support on a daily basis.
Although our work with Sugar Cube covered many different areas, from logo design, to Vodka brand design, the digital stuff was what was needed for the folks at the Scotland Herald Digital Awards 2011.
It’s a very, very simple formula.
1. Identify the desirable result and date.
2. Establish key performance indicators.
3. Know the client, know their competitors, know their industry climate, and know their target market.
4. Look for preferred communications channels and communications trends amongst the target market.
5. Integrate everything into a timeline.
6. Get to work!
We established guidelines for the usage of the the digital channels, so each message was just the right type and tone depending on the characteristics of the channel.
And.....
We got results. Big results.
Luckily, we were also recognised by the judges at the Scotland Herald Digital Awards. We won both awards against some tough opposition, made up of respected agencies who have been around for a long time. As we’ve only really been going for two years, and being a small team, it’s a big deal for us to be recognised with these awards.
All that said though, the party is over for now. I’ll be back in the office at 8am on Monday, probably finish at about 7pm getting results for the rest of our valued clients. That’s where the real satisfaction is for us.... |
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