JL CherryWas surprised to log into Facebook and be hit with this comment. I’ve never been a Facebook Fan, it’s not a secret, but still. . .
Will she stick to her guns, or cave to peer pressure? Stay tuned.
Archive for April, 2012
All Things In Moderation. . .Including Consumer E-blasts
Posted: September 15, 2011 in Branding, IT, Marketing, Social Media
A recent article in the August issue of Direct Marketing magazine caught me by surprise. The publication dedicated space to a case study on a product which allowed email blast list subscribers to take a hiatus from the list, for I believe up to about 90 days, as opposed to simply opting out.
Instead of demonstrating to readers a viable application for the product, they were introduced to an outdoor retailer set in their ways and determined to blast to their customers with a great ferocity. . .whether the emails being distributed were wanted or not.
The representative from the company using the product explained the product was not a stopping point. They intended to advance email software options and allow subscribers greater control over their “opt ins” in the future.
First, if as a company marketing representative, you have to pursue this type of software, your company has a problem. It means that there has been significant backlash from members of your subscriber list-enough that you’ve been motivated to actually take action. As a business, the message is that you’re not doing something right. Perhaps, it would make sense for the company to review the frequency with which it distributes such material. The quickest and simplest solution would be to reduce the frequency of consumer contact.
Secondly, it’s concerning that there is no rush to alter the system and the method for making this transition is piecemeal. The ability to opt in and specify, which blasts you’d like to receive from a singular organization has been available for several years. Not sure why a transition tool would be required. This particular organization sends blasts twice per week. At a time when people are often trying to simplify their in box clutter and remove themselves from e-blast lists, a good web company can make the opt in process relatively painless. At the very least, subscribers can be invited to opt in/out for Monday or Thursday (or whatever day it is these blasts are distributed). More advanced options can be added at a later date as needed. This, to me, would seem like a better start than letting customers take a 90 day hiatus because you’re clogging their in-boxes.
Not a case study of a company with a successful product to help manage email blasts, but an example of a company that doesn’t understand how to review the feedback it gains from its consumers and act accordingly.
Do you agree?
The Case of the Killer QR Code
Posted: September 15, 2011 in Marketing, Retail, Social Media, UncategorizedTags: Jeremy Restaurant, marketing, QR Codes, Social media, Water Tower
QR Codes are all the rage these days. They’re very hip and fashionable. From in-store product displays to the pages of magazines like Vogue you spot them. And if you’re hip and cool and fashionable. . .you know how to use them. No instruction needed.
The challenge is that at least the hip and cool people know how to use them, but the businesses grappling to reach the Generation Y consumers often don’t.
Take the example of the billboard for Water Tower Place as displayed in Union Station in Chicago. In a high traffic area, the billboard begs for the QR Code to be scanned. But if a hipster stops to do so, they get plowed over by people in a hurry. . .people who aren’t in the leisurely mood for those playing with their mobile toys.
Because that’s exactly what’s happening. Marketing folks want to involve their potential consumers in a game. Tell them their company is hip and cool like them. But there’s no need. In this instance, a busy walkway at Union Station isn’t the right place to play games. The folks at Water Tower know this. That’s why they placed the website address on the billboard too. It’s actually easy to remember, allowing people to look up the information when it’s an opportune time for them. . .when they aren’t as likely to be run over when they stop to pull out there smartphone, find the right app and then line the camera up with the QR code icon. . . .a least the code signals Water Tower is hip and cool, in case you ever doubted.
If our hipster does manage to scan the code and survive, there is little chance he can do anything with the information he obtains (in this case a very skeletal listing of upcoming events). He’s either coming or going and the last thing on his mind is getting a partial outline of upcoming promos at the local mall.
On the flip side, Jeremy Restaurant & Bar in Keego Harbor, Michigan has hit the nail on the head. Their ad in the Detroit Free Press celebrates their bar menu with outstanding prices and fun attitude. When you can their QR code, users get the full bar menu. It takes advantage of the right media as well. It’s located in the newspapers entertainment section with entertainment and food offerings. It’s the source people preview as they’re making their plans to go out. They have plenty of time to scan. And when they do scan, they will be surprised to find information that’s relevant. After all, the bar ad caught their eye.
