By Kim Tarasiewicz
Advertising Message is the “meat” of advertising or a commercial that attempts to convey what the advertiser intends through words and/or pictures.
That definition would have seemed simple 10 years ago, but with today’s ever-changing technology, advertising message can get lost in the clutter of emails, text messages, and other “device” campaigns. In advertising, one size does not fit all and finding the right message is as important as finding the right mix of media. Many consumers will have several screens open at their office or home at any given time during the day, so it may take sending the right message several times to build on your impact.
Initially, it’s important to clearly define your customer or client and then determine how they receive their messages. It may take some research to get the correct information, but this time spent will benefit the advertising dollars you will spend during the year. Consider a different format when serving your message to suit the needs of your customer. For example, a webinar or seminar will provide educational opportunities for the customer while allowing additional time spent with them to get your marketing message out there. While creative ads are fun, some industries call for a more formal approach, so know your customers and be consistent when communicating with them.
Google Analytics can be a great resource for determining how your customers read your text messages or which search engine they use most. When developing a campaign, add in a tracking mechanism such as unique phone numbers or website addresses and continue to check and re-check what is working and adjust for what is not. If using a software platform in your marketing, be sure it is one with the ability to adjust as you narrow down your customer focus. This will allow you to see what works for future decisions and advertising budgets.
How many Monday mornings do you open email and save it saying “I will read that later?” Your consumer is doing the same thing, which makes it important to get your message out quickly so as they scroll through messages during the day, your message stands out as most important. We found a great advertisement that captures the attention of everyone in the subway of Sweden. Now, while most companies won’t be able to go to these extremes; it shows the importance of an attention-grabbing campaign. When sending a message, quickly identify your company, be focused on the information you wish to portray, and give your customer something of value or make them feel special. If done properly, you have enticed them to visit your website, so be sure to keep current items on the site and be available to customers by checking your contact information regularly.
Whether using one of many new technologies, a billboard on the side of a highway, or a good old printed brochure, successful marketing relies on targeting your message by knowing your customer and their preferences and then giving them easy ways to contact you.
What has been your most creative way of finding your target audience?
Monday, March 10, 2014
By Kim Tarasiewicz
Monday, January 13, 2014
By Kim Tarasiewicz
Goals, objectives, and resolutions are all things we hear at the start of a new year. But why are they important and how do we achieve them? Your specific industry may determine your corporate culture, but here are five tactics that will work to keep your company on track throughout the year when setting goals and business objectives.
- Set measurable goals – Be clear about what you want to accomplish; instead of “growing the tax side of the business,” define a specific goal such as “increase profits 30 percent in the tax division of our business by each team member acquiring one new client.”
- Share goals with the team – When your employees don’t know your goals, it is difficult to hold them accountable for business growth. Share your plan with them and ask them to commit to the ideas along with management, creating a team effort. Employees understand your business, so why not use their ideas when creating strategies for the year.
- Define employee goals – Business plans are not only for the corporation. Team and individual employee goals should match those of the corporation. Set attainable goals with your employees and have regular meetings to review those objectives. Google’s internal grading system for employees and suggests setting four to six goals each quarter.
- Track goals – Creating objectives may seem easy until it is time to track those goals within your company. “More than 80 percent of small business owners surveyed said that they don't keep track of their business goals,” according to an Inc.com story on how to set business goals. Setting specific goals early on allows you to identify quantitative results each quarter.
- Review and adjust – Business climates change, and while most companies look at their “numbers” at the end of each year, it’s important to review your strategies, research your target audiences and incorporate new technologies to evolve within your specific industry. Taking an educated risk might be just what your company needs to kick start 2014.
How do you set goals for the year?
Thursday, February 14, 2013
Posted by Rose Strong
My first exposure to QR Codes was about two years ago when I signed up for my first smart phone. I wasn’t sure what QR Codes were exactly, but these little images were popping up all over, on magazine pages, food packages, price tags, storefront windows and billboards. When I found there was an app for them, I installed it immediately.
Today, these tiny boxes are everywhere. And I do mean everywhere. Check out this story from National Public Radio about a new company using QR codes on headstones to keep loved ones nearby.
It seems that within the first few years of their incorporation into our consumer landscape QR codes were designed by computer engineers, but today evidence from this Mashable.com posting points to designers making sure these little squares have somehow become part of our landscape and won’t easily be overlooked.
Also, take a look at what marketing and advertising folks are doing to grab our attention. Boredpanda.org and the blog Hongkiat.com have some great and strange examples of QR codes that stand out among other advertising that we see every day.
With that said, many companies using QR Codes wind up employing them without defining the strategic use of such technology or succumbing to the pitfalls of bad design.
Interesting embedded content for a QR code would be a virtual business card, a company video on YouTube, a registration for an event, a discount price on an item along with a way to purchase it, a coupon for a discounted or free item and/or an event admission.
I asked Furia Rubel’s Vice President of Marketing, Laura Powers to give some insight into how our company has been working in QR codes for our clients.
“Recently, Furia Rubel developed a custom mobile profile platform that displays a content-rich profile for an individual on a mobile device,” she said. “A QR code designed to link directly to this profile has many significant marketing and advertising uses. Furia Rubel creates the individual's custom QR code as well as the tailored and customized mobile profile.”
Additionally, Laura explains that this platform works within a company's database-driven website and can be modified within the website's content management system. Once the profile is set up, it doesn't need to be updated separately from the main website. Content is tied directly to the website, so when the individual's page is updated on the company website, the mobile profile is automatically updated too. Tracking and reporting on these custom mobile profiles can be handled through Google Analytics.
Laura thinks that using QR codes this way is more useful than simply downloading an individual’s contact info or viewing their website. These profiles provide valuable biographical information, downloadable contact information for your device, links to connect on social media and one-touch buttons for directly contacting a person right from the page which the QR code provides.
Have you used QR codes? If so, what have you used them for? Does your company have a QR code and have your clients, customers and/or partners found it useful?