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Posts Tagged ‘Mobile’

Don’t Look a QR Gift in the Mouth

Posted on June 15, 2011

For whatever reason, the USPS is offering you a 3% discount on your postage over the next two months for simply applying a QR code (mobile barcode) somewhere in your catalog. Huh? For all the reasons they should offer incentives, promotions, etc, I have to tell you, QR codes were not high on my list. But take it and run with it and don’t ask questions. You now have been given more than a postage discount. Now is the perfect opportunity for you to gauge the tech savvy of your customers and prospects, and also to understand how badly they want to be with you. All the technology in the world is meaningless unless your customers embrace it and tell you they want it.

First, let’s get the technical garb out of the way. QR codes have been around for sometime and I’m sure most of you have seen them in magazines, newspapers, billboards, POS, retail stores, etc., enticing you to scan the codes for something more – whatever they want more to be. The codes themselves are easy to build. There are 33 million do-it-yourself websites instructing you how to build them. You can get very creative in the design of them and have them embrace your brand. If that doesn’t do it for you, then let us help! You can contact us to either walk you through the steps or we may even be able to create them for you. However you choose, the technical barriers to creation are so low that my dog Alex produced one for his collar that directs the person who finds him to the nearest Starbucks.

The real issue here is what you want that simple QR code to do for you, and more importantly for your customer. DO NOT take the easy way out by creating this code to steer people to your website. This is a waste of time for them and produces nothing of value for either of you. Don’t you think they can or already have gone to your website if they wanted to? So this code is supposed to save them the time of typing it in…….? Come on – you’re better than that. Here is where direct marketing basics come back to life. The opportunity to engage with your customers is prime and you have an exceptional opportunity to truly add value to your relationship.

WHAT IF the QR code directed people to….?

  • Your loyalty program to learn all the benefits of joining your program?
  • A YouTube video describing the features and benefits of one of your best-selling products?
  • A video on how to apply that perfect anti-aging cream?
  • An offer too good to be passed up, like 40% off plus free shipping? (Think JoS. A. Bank)
  • A recipe that includes one of your best-selling spices?
  • The perfect gift sampler of meats to send to your Dad or better yet…me?
  • Your Facebook page and encouraged them to “Like” ( I still have a hard time with this one) you and by doing so, they would receive an instant discount?
  • A list of reasons as to what differentiates your products and services and why they should buy from you?
  • A survey and upon completion of it they are awarded a significant discount?
  • A listing of your retail stores in their area?
  • An instant coupon that they could take to their local retail store for a discount?

What if…….

My time is up here. But the message here is to use the code to engage your customers and measure the results. From this “gift” you may truly learn more about your customers, and make some money as well….and really isn’t that what direct marketing is all about?

Again use this gift for all it’s worth because you may not have a second chance……….

Call us we’re here to assist.

Gary Sierzchulski
VP, Arandell Marketing Solutions
866-834-5611

Click or scan the code below to send me a message.

To iPad or Not to iPad

Posted on April 12, 2011

Gary Sierzchulsk, VP, Arandell Marketing Solutions

Look at some of these facts:

  • Over 20 million sold so far (selling at a faster rate than the iPhone)
  • Second generation of the iPad sold out in less than two weeks; Third generation of the iPad already scheduled for release later this year
  • Publishers have embraced the device and virtually all have an iPad version of their publication or have completely converted to the electronic tablet
  • 50% of Fortune 100 companies are testing the iPad for business use
  • Here is one to remember: Conversion rates are five times higher with an iPad versus other mobile devices
  • Average age of user is 44; average income is $65k (both numbers are dropping)
  • iPads are now being sold at retailers like Walmart and Target, becoming more mainstream

So with all of these trends, why not test the water? Here are some of the reasons I have heard from our customers:

  • Not enough of them in the market…yet
  • My customers do not “fit” the user profile
  • It’s just an electronic catalog
  • How will my customers find my app?
  • We don’t have the internal resources to support it
  • The ROI is not there
  • It’s a fad that will soon fade away when something else comes along.

All of these are valid concerns. But if you’re looking to meet the needs and wants of your customers TODAY, provide them with another channel to match their lifestyle; you owe it to them and your company to investigate this channel. As you know, the easier you make it for your customers to connect with you the better for your brand (and your bottom line). Even if you generate no sales from the device, the increased exposure of your brand may more than justify the cost.

The iPad is an extension of your catalog, not necessarily the exact same version of your printed catalog…but could be. Like all other marketing channels, its performance can be measured. And here is another cool opportunity…we now have the technology to drive personalized content to the iPad.

Granted, it is a new channel and many questions remain but at the current growth rate for this product and the evolution of your customer’s demands, you need to have a presence in this channel now as opposed to later.

Remember just two years ago the discussions you had internally about social media? Look at how that channel has impacted your business. As someone once said – the future is now.

Let’s talk. Contact me, Gary Sierzchulski, at 800-558-8724.

ARE YOU MOBILE?

Posted on April 26, 2010

Gary Sierzchulsk, VP, Arandell Marketing SolutionsThis past week I was in New York.  It was a beautiful, sunny afternoon and I was sitting on a bench at Noon eating a hotdog and watching everyone rush by on 6th Avenue.  What I noticed more than ever is that most people were not enjoying the great weather or for that matter, the people walking around them; they were too busy with their heads down looking at their phones.  I did a quick test.  For one minute I counted the number of individuals who were not using their phone either to (believe it or not) talk or to look at their emails, websites and yes, mobile apps.  There were only 33 people who fell into that category…33 people out of hundreds that rushed by!  That is incredible but not unusual.  We have become obsessed with our phones and their ability to do just about everything for us.  Here is an interesting fact; people sleep more nights with their phones than with a human person.  These phones must be something special.

Today there are over 285 million mobile phones in use in the U.S. and of those, 160 million have the ability to text.  Get this, even though there are “only” less than 50 million iPhones and Blackberrys in use, the Apple store has downloaded over 2 billion apps so far. You do the math.

So you have two choices; embrace this new technology or think it’s a passing fad that will be gone as soon as the next major communications invention arrives.  Let’s take the side of embracing it.

When we look at the different marketing channels we think of the basics; brick and mortar, direct mail and the youngest member, the Internet.  Now there’s a new kid in town – mobile, and he’s growing bigger each month, more than the other three combined.

So how do you get on the mobile wagon?  There are a few steps to take to see if it’s right for you now.  Keep in mind it’s not a question of IF its right, but rather a question of WHEN it’s right for you.  Sooner or later you will be riding the Mobile Wagon.

  1. Look at your customer base.  How much of your sales are generated through the Internet? (Don’t be confused with “through the Internet” as opposed to by the Internet.)  Most likely you see that number growing, meaning your customers are savvy, technological capable, and want to control the buying decision when they want to.  If you answer, “yes” to this – you are ready for mobile.
  2. In analyzing your web results, what percentage of hits is from mobile phones?  If you see any at all – you are ready for mobile.
  3. Do you want the ability to “talk” to your customers at any time or any place they are, maybe even as they just walk into your store?  If yes – you are ready for mobile.
  4. Do you want to give your customers the option to experience a rich, visual, and inviting view of your store that is always open for business?  If you say yes to this – say mobile.
  5. Can your customers walk and talk at the same time?  Are they over the age of six?  If yes – you are ready for mobile.

Keep in mind, mobile will not, repeat, NOT replace any of your existing marketing channels.  What it will do is give your customers another alternative to see your products, understand your company and most importantly buy from you in a very different environment.  Used strategically with your other channels, mobile is a great new addition to your weaponry. 

There are several ways to break into the mobile market.  The beauty of this technology is that you can take it very slowly and build over time or go hog wild from the get go.  Either way, you will be adding a whole new dimension for your customers and prospects to interact with you.  And since this technology is relatively new, most marketers have only begun to unleash the ability of this channel so you can get very creative and give your customers a highly unique experience before others copy your great idea.

So do not fear, mobile is here and is not going away.  But it is a great marketing partner for you and its possibilities are only limited by your creative abilities.  Give me a call to learn how Arandell is embracing this technology and how we’re working with our customers to incorporate mobile with the Mother of all marketing channels – The Catalog.

Arandell Announces Mobile Solutions, Powered by Digby

Posted on April 15, 2010

Jim Treis, EVP, Sales & MarketingMenomonee Falls, WI, Austin, Texas, April 15, 2010 – Arandell Corp., North America’s premier and most robust offset printing company, today announced a partnership with Digby, the leading provider of mobile commerce solutions for retailers, to power Arandell Mobile Solutions, providing retailers with mobile optimized extensions for their print catalogs. Additionally, Arandell and Digby have entered into an ongoing Strategic Marketing Agreement to develop innovative and cutting edge cross-channel marketing practices that fully leverage the complementary strengths of catalog, mobile and in-store channels.

 “Through our internal response analysis we conduct for our clients, catalogers who integrate a mobile solution into their overall marketing mix see a significantly higher customer response to their marketing messages, produce a higher customer average order and achieve higher customer retention” said Jim Treis, EVP Sales and Marketing at Arandell. “We chose to partner with Digby because of their expertise and experience in our market, coupled with the fact that their solution works seamlessly across multiple phone platforms. This combination makes Digby unique in the market. They were the natural choice to power for Arandell’s Mobile Solutions offering.”

Consumers are increasingly looking to their mobile devices to research products they are interested in. Making it easy and efficient for mobile users to find product specifications, access social content such as product ratings & reviews, share products with friends through integration with Facebook, and even access product availability in retailer’s stores, all of which are components of a comprehensive multi-channel strategy. Arandell and Digby have developed best practices and standards for catalog retailers that enable consumers to use their mobile device as part of the shopping experience. Mobile integration points include mobile friendly urls and bar codes that provide consumers with real time access to  relevant information for their purchase decision.

“Forward thinking retailers are treating mobility as a strategic opportunity and delivering an immersive mobile experience.” said Dave Sikora, CEO of Digby. “Our relationship with Arandell will allow us to deliver a compelling mobile experience that complements their direct mail and catalog initiatives.”

According to a recent survey by Ruder Finn1, an independent public relations agency, 34% of mobile users use their devices to find background information on products or read product reviews. 

1 Ruder Finn Mobile Intent Index (http://intentindex.com/mobile)

About Arandell Corporation
Founded in 1922 and based in Menomonee Falls, WI, Arandell Corporation provides high-quality printing, mailing, distribution, list management, database marketing strategies, education, logistics and consulting services to America’s premier custom publishers, catalogers and retailers. Arandell is on the cutting edge of ecologically-preferred methods for conserving resources and protecting the environment with their production practices.
About Digby
Digby is the leading software as a service provider of mobile commerce solutions for top retailers. The award winning Digby Mobile Commerce Suite delivers an optimized shopping experience with both web and application based mobile storefronts that include easy search, browse and purchase capabilities, personal information integration, secure wallet and location based service functionality. Led by software industry veterans, the privately held company is headquartered in Austin, Texas. For additional information, please visit www.digby.com.
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