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December 29, 2011
Welcome to Direct Marketing Update Special Bonus Issue. In this issue, you can read our new article on a crazy idea with QR Codes®—that just may work.
1. QR Codes on billboards get attention…but do they work?
QR Codes are highly valuable, if they work.
Taco Bell recently reported 460,000 scans in one 3-month period, and Coca-Cola is putting QR Codes on billions of its cups at SUBWAY, 7-Eleven and other outlets to support its campaign for polar bear habitats.
And I just got off the phone with a prospect who gets 20% of his leads from QR Codes!
So why wouldn’t they work?
Well, in this case, the cups are curved and they often have condensation running down the side. Anything in the way—cellophane or poor lighting—could keep the code from working.
What about a billboard?
Florida Grand Opera put a gigantic QR Code in the middle of a billboard for an opera it was presenting. The code split the headline and the photo, and yes, it was scannable.
- First, it caught the eye. Miami area drivers on the freeway, or at the busy intersection where the billboard sat, wondered, “What is that?”
- Second, it worked. The billboard was in a big parking lot near major roads. Cars that safely stopped could scan the code with their smart phones—and access the information the opera wanted to deliver.
The ad drew their attention, and encouraged further action with benefits—to buy tickets for this opera, subscribe for the season and so on.
Either way, it got people’s attention—and gave them a way to act on it.
It’s the definition of direct marketing, and QR Codes work almost anywhere.
Consider integrating them in or on printed direct mail, email, business cards or flyers—anything that makes sense as a way to painlessly bring customers where you want them to go: To sign-up for your Twitter or Facebook, watch your newest video or whatever will work.
What do you think? Let me know at craig@cdmginc.com
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2. More great landing pages
We wrote in our last issue about great landing pages. Here’s another one.
The Brainy Baby landing page is designed to go with a TV infomercial I created. It offers prospects a video, direct response copy and art. It’s aimed at the right market—moms with small children. The colors engage and the copy captures.
Notice also that not only is the shopping cart simple, and the call to action clear, but an arrow is placed right in the center of their field of vision—with the arrow guiding the eye, and the coming mouse-click, exactly where the company wants it to go.
(In fact, if you click the link and wait just a moment, you’ll experience the strong call to action in a very visual way!)
Once they come, capture their information and build relationships.
For a FREE evaluation of your web page, email me at craig@cdmginc.com
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3. Video special: Mobile marketing and your profits
Most of my clients are using mobile marketing in multiple ways.
What started as a way to get directions to a restaurant, or find what movie is playing nearby, is now everywhere for everything.
Mobile marketing can give information to consumers, and get information from them, with equal ease.
Home improvement stores and clothing retailers use mobile devices as on-the-spot catalogs…restaurants fill orders and take customer surveys right at the table or in the to-go line…
…and you’ll amazed at the multitude of direct marketing applications.
Click here to watch my short video on two ways mobile devices are used to capture customer information for current and future marketing:
- One from my client, a Christian musician who offered a free music download if his fans—at the concert!—texted a certain number.
- A second by a Bass apparel store, which offered an instant $5 coupon that day in exchange for customers texting them—while in-store.
How do you use mobile technology in direct marketing? Let me know by emailing me at craig@cdmginc.com
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4. Keep DMU out of your spam filter
Did your spam filter block your last issue of Direct Marketing Update? It’s time to “whitelist” craig@cdmginc.com and craig@dmu.ccsend.com. (If you need simple instructions on how to add these email addresses to your safe senders list, click here.)
Here are the links you need to catch up on from our last issue:
And with any e-newsletter of any kind, remind your readers to whitelist you!
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5. Timely tip: 3 keys to offering free shipping
Free shipping can kill a small direct marketer. Free shipping from competitors, that is.
And fear of death is often the result when major players begin or extend their free shipping offers. It happened again earlier this year when both L.L. Bean and Williams-Sonoma said they would offer it.
How can you as a small business owner possibly compete? As a small business owner, that’s how.
- Take it to the people. Amp up your social media efforts, and customer service programs in general, to build loyalty.
- Tap that same social media and customer service to offer free shipping to preferred customers, seasonally and on sales and for select products.
- Reward your frequent and high-spending customers with regular free shipping offer codes via email and mobile marketing.
Free shipping offers can eliminate the single biggest reason your customers don’t finish their shopping on your site. You can offer it—judiciously, smart—and profitably.
Tell me what you think. Email me at craig@cdmginc.com
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That’s it for this special issue of Direct Marketing Update. Watch for your next full issue soon.
Yours for better profits and response,
Craig A. Huey
Publisher, Direct Marketing Update
President, Creative Direct Marketing Group, Inc.
21171 S. Western Ave., Suite 260
Torrance, CA 90501
Phone: 310-212-5727
Nobody knows direct marketing better!
Email: craig@cdmginc.com
Web: www.cdmginc.com
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