RediscoverPrint

Hoppin' on the Bandwagon

noreply@blogger.com (Amy @ PIAG) — Mon, 05 Mar 2012 16:24:00 +0000

This past weekend, RediscoverPrint had the pleasure of attending Savannah's Bandwagon Poster Art Show + Sale + Record Fair. And by pleasure, I mean oh goodness I just spent my entire paycheck on posters. Beautiful, beautiful posters.

Bandwagon was held in the SCAD student center, four glorious stories of poster art and records (you kids know what I'm talking about, those big CD things). Here are the top three floors, seen from RediscoverPrint's booth:

And these are a few of my favorite things about poster art:

1) Accessible. Printing is often thought of as just magazines, newspapers, direct mail, and all the stuff that comes off the end of your desktop printer. When you attend a show like this, you get to see printing in a new way. Sometimes you get to watch it happen before your eyes. And, if you're anything like me, you get to fall in love with all of it and take all of it home with you and hang it on your walls and look at it every day.
2) Printed. I can look at artwork and posters all day online, but I can only see the artwork. I can't see the embossing, I can't see the foil stamping, I can't see everything that makes each of these posters unique when I'm online. I can only see that when the artist lays it all out on paper.

Check out the websites of some of the artists that were at Bandwagon 2012. Even better, ask if you can go for a visit! And as always, support your local print shops! (Don't know of one near you? Let me know. We'll find one.)

Methane Studios (Atlanta)
Henry + Co. (Atlanta)
Cannonball Press (Brooklyn, NY)
Burlesque North America (Minneapolis, MN)
The Half & Half (Columbia, SC)
Halftone Def (Jacksonville, FL)
...just to name a few.

A big thank you to our friends at French Paper and Henry + Company for keeping both the poster & art in Poster Art. It's always a pleasure working with you.

Case Study: Cross Media Campaign

noreply@blogger.com (Amy @ PIAG) — Tue, 31 Jan 2012 14:40:00 +0000

I ran across this really interesting case study on whattheythink.com today: Habitat for Humanity, working with Whitestone Marketing Group, did a cross-media campaign that included direct mail and email marketing.

Habitat for Humanity wanted to apply direct mail to fundraising. Whitestone had a solution that involved multiple channels that delivered outstanding results for Habitat.

A few wonderful things about this campaign that printers and marketers should take notice of:

1) Whitestone analyzed all of Habitat's current communication channels for unity and consistency of messaging and graphics. The channels need to not fight each other, but deliver complementary, uniform messages.

2) Whitestone segmented the database and customized the messaging across all channels to target those segments. The segments were based on historical data.

According to the video, this was Habitat's first email campaign. It had a 19% open rate.

Do you think Habitat will continue their cross-media campaign in the future?

I won't leave you hanging: yes. Yes they will. Because an integrated approach gets results.

Check out the entire video here.

Case Study: Neuroscience + Direct Mail

noreply@blogger.com (Amy @ PIAG) — Mon, 16 Jan 2012 16:44:00 +0000

Check out this case study from Millward Brown called Using Neuroscience to Understand the Role of Direct Mail.

In short, the study shows that direct mail is perceived as more real. But my favorite part is this: "Our findings . . . convinced them of the benefits of using both print and online creative to achieve a multilayered and effective media campaign."

Watch the video for more information...this one can't be missed!

Speaking of can't be missed, this Thursday is PIAG's annual meeting. We're featuring the best and brightest of Atlanta marketing, plus Daniel Dejan from Sappi, and Lisbeth Lyons, PIA VP Government Affairs. Go here for more information and to register today!

Getting ready for 2012!

noreply@blogger.com (Amy @ PIAG) — Fri, 16 Dec 2011 15:54:00 +0000

It's been a hectic few months. We're busy planning the BEST YEAR EVER here at PIAG so put some socks on and prepare to have them knocked off. I am not even kidding.

I promise I'll be back in 2012 with some excellent posts about using print & new media together in remarkable ways. In the meantime, here are some interesting Holiday-themed QR code & Augmented reality (AR) applications:

QR code wrapping paper! For those geekier people on your list (like me hint, hint).

JC Penny gift tags:

We're playing with this right now in the office. Augmented reality fun for the price of a really expensive cup of coffee!

This is a festive, fun video that uses AR with Santa and some reindeer. I've always liked magicians on video, because you can tell where it was edited.

Happy holidays from Sylvain & Saskia, who I don't know, but I like them for their creative use of printed holiday cards. I wish they had done something more exciting than wave from the bottom of that box, but it's Christmas, so I'll let this one slide.

May your days be merry & bright!

Postcards, or: What I discovered on a phone call to a printer.

noreply@blogger.com (Amy @ PIAG) — Wed, 09 Nov 2011 14:38:00 +0000

I had the most wonderful interaction with a printing company on Monday, and I think everyone should know about it and learn from it.

PIAG Educational Foundation is hosting a class on December 8:

This is going to be a really great class for salespeople, and people looking to hire salespeople, who want to bring more to the table than sales-they want to grow their business and ramp up performance. The class's instructor, Jerry Scher of Peak Focus, will teach you how to create a job description that attracts rock stars, and how to interview and assess them. Jerry is also offering personality assessments to the attendees free of charge. Do you have business development rock star qualities? Find out!

To promote this class, I created a 6x9" postcard. This is the back:

Even though we have mailed this exact format of postcard before, I was concerned about the mailing because I know there are very strict rules about the size of that white box on the right. However, didn't know what those rules are. So I called the printing company to ask about the project.

The most amazing thing happened.

The customer service representative made several money-saving suggestions that would make my project work better. Instead of putting two 6x9" postcards on a sheet, I could print four 5.5x8.5" postcards and save money on paper. We talked about coated vs uncoated paper, and the option of adding UV coating. We talked about using a PMS color vs a tint to make the gray look smoothest. We talked about quantities and indicias and paper weight.

I got off the phone feeling confident about the production of this postcard and the entire mailing.

Both sides of the print specification conversation can learn something from this: ask questions.

If you are providing print, know your equipment and how it can be optimized to be more efficient and cost-effective for both you and your customer. Ask questions so you can know what the vision for the project is.

If you're purchasing print, keep your end product in mind throughout the design process and learn from every job. Ask questions so you can know how your vision will come to life.

You might be surprised at how much you learn.

So much data!

noreply@blogger.com (Amy @ PIAG) — Mon, 07 Nov 2011 15:35:00 +0000

Something about this QR code might cause a problem:

It's what's known as a vCard, and it contains my name, company, email, address, phone number, and website. This is similar to the QR code I have on my business card, and printed out, it's actually a 1.5-inch square. It has to be that size because if it weren't 1.5 inches square, no QR reader would be able to scan it. This QR code contains a lot of data.

Compare it to other QR codes, each with less data.

vCard without the physical address.

Just name, email, and phone number.

Not a vCard.
Just sends an email.

Not a vCard, just calls
this fake number automatically.

This is something to consider when creating a QR code: think about how much data is being communicated through that code. vCards are not wrong uses of QR codes. In fact, I like the ease of entering that information into my phone - just scan and press "create contact." There's nothing to it.

It's not just vCards that need this consideration. Think about the URL you're sending people to when you create a QR code. I created two QR codes from this URL:

http://60secondmarketer.com/blog/2010/09/01/how-to-use-mobile-media-qr-codes-to-promote-your-business/

Big difference, right? Not just the amount of data in the QR code, but the physical size of it. The first one was created with a shortened URL. Most generators will shorten the code automatically (this one was shortened to http://qr2.it/Go/647861), or you can shorten it yourself. The URL used to create the second QR code was the full, 102-character address.

So why is this a big deal?

1) Not all devices (and not all scanners) are the same. A few months ago, I created a printed brochure with a QR code on it that scanned correctly on my phone with one scanner, but not with the other. It didn't even scan on another person's phone. If your office is anything like mine, there's several different phones and operating systems that you can borrow to check your QR code. (While you're at it, teach people about your campaign and about QR codes. Win-win-win!)

and

2) In most situations, a 1.5"-square QR code is obtrusive. Smaller QR codes have to have less data, so think before you generate that QR code. Consider including only necessary information in your vCard, and don't forget to shorten the URL.

Mobile Marketing Monday: Start With Strategy

noreply@blogger.com (Amy @ PIAG) — Mon, 10 Oct 2011 15:02:00 +0000

It’s not a big secret: social media marketing is on its way out; mobile marketing is the next big thing (and can be applied to both B-to-C and B-to-B companies).

Have you looked into mobile marketing? You should. Now.

Here’s a few tips to help you get started.

1) Use mobile marketing to understand mobile marketing.

Click through on mobile banner ads, scan 2D codes, opt-in to SMS/MMS programs. That way you can understand the experience and limitations of a mobile platform.

2) Have a strategy.

Don’t just jump into mobile marketing and assume everything you do will be wonderfully and wildly successful. Target your messaging and think about the outcomes you want – before you start. Mobile marketing shouldn't be different than any of the other outlets you use: plan, then act. Also remember that, like your other outlets, mobile marketing shouldn't stand alone, so think about your marketing mix and how each element complements and drives the others.

3) Make a mobile-optimized website.

It should contain front-of-mind, most compelling information only. People do not want to read your extensive “about us” page on their phones. Research shows that 70% of all mobile searches are acted upon within the hour and 69% of people use their smart phones for directions (60 Second Marketer). You should probably put directions to your locations on your mobile site. What about important phone numbers so people can just click to call you? What about including lead-generating forms that are short and allow people to opt-in to your messaging? Check the analytics of your current site to see which pages are visited most on a mobile device and make those your pages on your mobile site.

A good example is this blog:

The desktop site.

The mobile site.

There's a major difference between how the user interacts with a mobile site and a desktop site. Explore both for yourself by scanning the green QR code on the right under the "About Me" header. See what functions carry over and which don't. Remember: design and function need to follow the user's thought process.

4) Make your mobile presence available across all platforms.

Not everyone has an iPhone. Fortunately, HTML5 is much more functional than previous versions and can make your website look really great without using Flash.

5) Try a few applications out.

There’s so many ways to reach people via mobile marketing, and you don’t know which ones will catch. Try SMS/MMS, mobile display ads, and mobile paid search both individually and in different combinations to see which gives you the best results. All of those are cost-effective right now, so you might as well do this before mobile marketing becomes a very full bandwagon.

But please, for everyone’s sake – don’t just use technology for the sake of using technology. Deliver a good mobile experience.

QR Codes: It's all just fun and games until you get to the not-optimized-for-mobile website.

noreply@blogger.com (Amy @ PIAG) — Fri, 23 Sep 2011 15:16:00 +0000

Warning: this blog may be incredibly beneficial to your health.

Some time ago, I showed you a Zappos.com print ad that featured a paper doll dress-up game. Another ad campaign that Zappos is running simultaneously is the "More Than Shoes" one that features naked ladies doing things that generally require clothing. Well, they're not entirely naked, but just shoes doesn't qualify as clothed.

I wish the guy in the background was
about to walk into something...

This ad has one of the best calls to action I've seen for a QR code: "Wanna see more?" The ad is provocative itself, but with a question like that, you can't help but scan. So scan.

Upon scanning this QR Code, you are directed to a mobile-optimized site that has a few video extensions of the print ads.

Fortunately, when Zappos says "more" they don't mean more. There are three separate print ads, and three separate videos for your viewing pleasure. Scroll to the bottom of the web page and you see the opportunity to thank goodness dress the models.

Guess what? More paper doll dress-up games!

Going to lunch with an ex. Honey, that's
a great skirt, but he's an ex for a reason.

Going on a trip to Paris. Are you sure you
want to wear knee high boots on an
overseas flight?

Going on a trip to meet his parents. Hope
they're not talking about the
aforementioned ex.

Going to work at the office. Purple is
always a winner.

So finally something pops up and directs me to Zappos.com. Here's where the fun ends, folks.

Help! I'm not a mobile-optimized site!

Oh Zappos. You know I love you. You know my credit card number. You know how to create a great ad campaign that integrates print and mobile. You know how to write great taglines. You know how to write great calls to action. However I am disappointed by my mobile experience. Sure, I like playing paper doll dress-up, but let's get real. You want me to purchase clothing from you and I can't see your website well enough to do so. So close, yet so far away.

Now here's some unsolicited advice from Amy. I don't know if I've said this before, but it's a gem.

Just because QR codes are easy to create and cool, doesn't mean you have to use them in your campaign. If it's forced and you don't really have a focus, leave them out. Just like social media isn't right for everyone, QR codes are useless in some situations (for example, if you're going to send the user to a not-optimized-for-mobile website which is just icky of you).

Please understand that only 35% of the population of mobile phone users have smart phones (approx. 1.6 billion people, which is nothing to shake a stick at, but still...) [source: Mobile Marketing webinar from 60 Second Marketer that I attended yesterday]. What that means is that if this group is your target market and you're seeking them out aggressively, then make their mobile experience worthwhile. If your target is broader than this which it probably is you still need to make the mobile experience worthwhile, but that shouldn't be your focus or the bucket in which all of your marketing dollars live. Remember that the best marketing is a mix of multiple channels, which includes print, mobile, social, etc.

So which do you think is better?

1) hoping your customers realize how much you help their business;

2) telling your customer you are offering them a value-added service to help their company; or

3) PROVING you offer them a positive ROI on their print purchase?

Perhaps the answer is a bit obvious. But as we all know, proving ROI is great in theory, but a little more elusive in practice. I have a solution for your conundrum! Dr. John Leininger is teaching a class on this exact thing at PIAG on Thursday. This is a great way to get the gears turning; attending this session will give you a direction and strategy to back up your statement of value. Register now!

QR Code Success

noreply@blogger.com (Amy @ PIAG) — Thu, 15 Sep 2011 15:32:00 +0000

Guess what? You don't have to do any reading today. Instead, here are some videos that show successful QR code & 2D barcode campaigns.

But first, this video has the absolute basics of QR codes and 2D barcodes. It's a simple introductory video for consumers.

This is a very clever way to integrate QR codes and printed media. One really great thing about this one is that the video can be changed if the message changes.

I don't even know. But I like it and it worked: 400% more web traffic.

Fun and interactive and incredibly forward thinking:

This is awesome! I like that the ads were made of actual LEGOs. Watch this whole video and listen to the results at the end: the advertised LEGOs sold 2x more than the unadvertised LEGOs.

That crazy Karl. Tattooing people with 2D barcodes. I hope for his sake that in 50 years, when he's sitting with his grandchildren on his lap, 2D barcodes are still a thing. Warning: tattooing.

And finally, a 3 minute video with examples of uses of QR codes set to some really generic music.

See more great videos here.

The first person to bring me a pancake with a QR code on it wins a cool prize.

I'm going to be in Vermont for a few days, and by the time I get back, it will be time for PIAG and Delta Community Credit Union's class Printing Money. Sign up here!

QR Codes are for the cool kids, too.

noreply@blogger.com (Amy @ PIAG) — Tue, 13 Sep 2011 14:37:00 +0000

Auto insurance? Recipes? Clothing? Boring.

On August 30, the Red Hot Chili Peppers released a new album called I'm With You. To promote this new album, a QR code was featured on their website:

For those of you not really into whatever genre
of music RHCP is, that star is their symbol and has
been since before I was allowed to watch MTV.

Scan with me!

First thing, you will notice that this is an awesome mobile website.

I think the bassist's name is Flea, which
makes the fly symbolic?

Click on "Buy the album now" and get...

This thing is lazy-person proof.

Back to the website! And scrolling down...

Videos! And that symbol again.

Scrolling down...

So this is awesome:

1) There is a boatload of content on this. Through this one site I can access Twitter, Facebook, an email list, and videos from the band, I can purchase the album, and on top of all that, I can preview the first single.

2) Engaging with the band/brand. This site feels personal and intimate, so I feel like I'm getting exclusive access to their new album and videos of the band.

3) Almost entirely lazy person-proof. All I have to do is tap what I want and it's there. Easy.

Maybe change this:

1) The only place I ever saw this was online, and from what I've read, it was created to go on the band's website. If someone is already on your website on their computer, why would they want to get their phone out and visit your site on a smaller device? QR codes lose their ability to unite several types of media and just become something you're doing because everyone else is doing it.

2) A call to action. In this case, the call itself was the shape of the QR code. The moment I saw this code, I knew exactly who it was from. But the RHCP can use their easily recognizable logo to generate hits. You can't. Because here's the thing: (and I borrow this from Jamie Turner) your brand probably doesn't have social magnetism like RHCP does. If you will note above, they have 13 million likes on Facebook. Thirteen million. That is around 12.99 million more than most of us have. So keep it simple.

If you're interested in reading the Rediscover Print blog on your phone, I have good news! We're now mobile-optimized. Here's a QR code to get you there, or you can enter rediscoverprint.blogspot.com in your mobile browser.

There are a ton of upcoming events at PIAG that I simply must tell you about because they're all so great:

The 2011 PIAG Golf Tournament is on October 24. Looks like it's going to be a wonderful day of friendly competition at the exclusive Standard Club. If you register before September 30, you will be entered to win exclusive use of one of three beverage carts that will be there to cater to you alone! These carts happen to be operated by three PIAG employees myself included so you don't want to miss out. Register now before you forget.

On September 20, there is a wonderful class offered by PIAG and our friends at Delta Community Credit Union about cash management for businesses. I can't really think of a better time for a class like this! So register now. FREE for PIAG members!

Since ROI is the biggest goal of marketing, join us on September 29 for a class on how to measure ROI of direct mail taught by Clemson professor Dr. John Leininger. Chances are that you'll learn so much your brain will explode (in a good way). Register now! Spaces are limited.

QR Codes: Out on the Town!

noreply@blogger.com (Amy @ PIAG) — Thu, 08 Sep 2011 18:35:00 +0000

Where is the strangest place you've ever seen a QR code?

They're being put in the most unusual of places. For example, this fancy tomato ketchup bottle (that is, in fact, made of plant material):

This is another QR code that I heard about before I saw it. Scan this code and play along! Just remember, I get half of everything you win.

What comes up is a really great mobile site:

There's a lot of things that are really smart about this, but there are two that you absolutely must see and understand and steal when you adapt this to your campaigns:

1) They're gathering my data! Priceless. At the bottom, there's the usual "check here to receive updates from us, etc" box that they automatically left unchecked which is always a good way to not annoy people.

2) This is not their retail bottle of ketchup. This is their restaurant bottle of ketchup. That means that each code can have hundreds of touches. I don't think their retail bottle has a QR code, nor should it, because there's only 3 or 4 people who will see it.

Based on the times that I took those photos, I spent about 5 or 6 minutes viewing/obsessing over this site, which is basically an eternity in Amy-mobile-website-viewing-time. And guess what? I left the screen open in my mobile browser and went back to the site and entered to win again.

Consider this a successful use of a QR code.

How to avoid Scan-This-To-Get-To-My-Not-Optimized-For-Mobile-Devices-Website QR codes: An example. Part 7.

noreply@blogger.com (Amy @ PIAG) — Wed, 07 Sep 2011 14:39:00 +0000

Since I've been so remiss in blogging lately, I have a special surprise for you! One of the most creative uses of QR codes that I can find. You're welcome.

The #1 reason that this QR code is so awesome? I heard about it before I saw it.

Let's look at it together!

Apparently, I've never torn something out of a
magazine before...

This is for Zappos.com, an online retailer who is trying to expand the not-shoes part of their business. Their #1 priority, at least from what I've read, is customer service. This is part of a rather extensive (and incredibly successful) direct mail/print ad campaign for a company that exists solely online.

Brought to you by actual Zappos.com employees...vs. normal
ads that usually are brought to you by fake employees?

With this code, they take the suggestion of a childhood game and make it into a real game. But wait! They take it further than I thought it would go:

A little like augmented reality.

So you put your phone on top of the ad and where you swipe from to get the clothing is the location of the clothing on the ad.

Stripes!

So I have this outfit:

Interestingly, I totally look like that
in real life.

And I would like to add the scarf, so I drag from the top and get the scarf.

Now, I would like to change tops, so I drag from the upper right and now I have the shirt with the jacket.

Generally speaking this was done very, very well.

1) Engaging. I'm familiar with this brand, but now I'm having fun with it, and fun is memorable.

2) Like I said earlier, I heard people talking about this ad before I saw it. Wouldn't it be wonderful if all of your campaigns were like that? "Hey Bob, have you seen that ad from...?" "Why yes, Bob, I have seen that ad and I purchased $50 million worth of their product."

However, it stops a little short of completely brilliant.

1) All you do on this site is play the game. The link to the website (which, by the way, isn't optimized for mobile) is on that info tab (that I didn't read) that popped up at first and somehow disappeared when I spent a few minutes playing the game.

2) They didn't get any information from me. As a marketer, I'm eager to give out my information so I can see how they use it. For goodness sake, put me on an email list.

And now for Amy's list of awesome/not so awesome things that happened this weekend

Not so awesome: Went to a store over the weekend and saw QR codes next to some digital watches. So I scanned a few of those codes and got...nothing. The site never loaded. If I can get websites to load in the cell-phone-reception-dead-zone that is my office, I should be able to load websites in an electronics store where I have full signal. For shame.

Awesome: Purchased a shirt at a Labor Day sale at the outlet because outlet mall sales are how holidays should be honored and they emailed my receipt to me. Now I'm not one of those save-the-trees-don't-print-ANYTHING people because I know that trees are one of the most renewable natural resources out there and for every 1 tree harvested by the pulp & paper industry, approximately 3 are planted (and 3>1, so that's good). I get my receipts emailed to me because as mentioned before, I like to provide my information to see what people do with it. Now to the awesome part of all this: I received my receipt and another email with a coupon! Now I will return. Mark one in the win column for that store.

I hope you enjoyed your holiday weekend. It's already Wednesday! Hang in there.

A Call to Action

noreply@blogger.com (Amy @ PIAG) — Thu, 01 Sep 2011 14:36:00 +0000

What gets your attention?

The average person is exposed to more than 3,000 media messages a day. They will pay attention to 52, and will recall only FOUR. How many will they act upon? Probably only one.

I think one of the most important parts of using a QR code is the call to action. Why should I take the time to get my phone out, open the correct app and scan your code? What's in it for me?

This is a list of not-very-effective calls to action:

1) "Scan to learn more." No. You are selling me coffee creamer, I don't need to learn more. When this code is actually scanned, it shows you a video and the nutrition facts. You maybe should have mentioned that.

2) "See full product list here." No. I don't want to see all of your custom rubber stamps on my phone. If you're not going to offer a unique or enriched experience, what's the point?

3) "Scan to watch TV ad." No. Why would I do that? How on earth is that supposed to make me want to scan that code? Generally, people don't want to watch TV ads so why would I willingly walk into that wall.

4) "Be one of the first 100 to scan this code with your smart phone and get a FREE pen!" I really wanted to scan this, but knew that I wouldn't be among the first 100, so I didn't. This code has a defined life span and could really use a second call to action or a less defined amount of winners.

5) My favorite ever: no call to action at all. WHAT DO YOU WANT FROM ME?

The following is the scene that I imagine when I see no call to action:

Marketing Manager: QR codes are all the rage! Let's put one on that ad.

Marketing Assistant and/or Designer: It doesn't really fit with the design.

MM: Put one on that ad. They're all the rage.

MA/D: What do you want to happen when it's scanned?

MM: These are all the rage. We need more hits on our website. Go to the website.

MA/D: Ok.

MM: We're hip.

Annnnd scene.

Now for a list of very effective calls to action:

1) "Want more? Scan here." and "Wanna see more? Scan this code." Those are enticing and somewhat provocative and yes I think I will scan that code. They're integrated into the ad and promise an extension of the ad's experience. These tell me that the QR code was a conscious integration of technology and print advertising.

Scan this code.

2) "Scan code to see product demo." Integrating the print ad, which shows the product and says something catchy about it, with a product demo, which backs up whatever the print ad shows me, is a great way to richen my experience with both the product and the brand.

3) "Find the right adhesive for your project." This is from the Loctite ad from last week that I loved. This is a good call to action because it doesn't box the customer in with a specific project or task -- they'll get to apply their personal situation to this ad.

The key is to expand on the user's experience, and as always, build on the relationship the user has with the brand.

So what gets your attention?

More Codes, More Clicks?

noreply@blogger.com (Amy @ PIAG) — Mon, 29 Aug 2011 18:04:00 +0000

I was going to make this Mobile Media Monday, but I have a huge new stash of QR/2D codes that I gathered over the weekend that I'm really excited about, so MMM will have to wait.

I found this ad that was 4 pages + a fold out from another adjoining page. My first thought was what a pain to line up that cross over on the fold out because the page was dark with lots of horizontal lines.

What appears to be one brand's 4+ page ad, is really 3 different ads, with 3 different targets markets and three different 2D barcodes.

#1: QR Code for the young ladies who need to "get a fresh look for an upcoming autumn wedding" so as to "not upstage the bride" on her wedding day.

Scan the QR Code to watch a video where they show you which of their products to purchase to get that fresh look.

#2: 2D barcode/b&w mobile tag for those looking to defy aging.

Code leads to product facts and a few reasons to always wear sunscreen.

#3: 2D barcode/Microsoft TAG for those of us who want to look like Halle Berry which I believe is just about everyone.

When I scan that code, Jessica Alba sells me the right lipstick for whatever might be on my full social calendar.

The part of this you should steal:
1) Different scanning options. That's pretty rare. If you know your target demographic tends toward Windows phones, use more Microsoft TAGs. If your targets use iPhones, use QR codes.
2) There were three different 2D barcodes in the span of a four page ad. Do you think that increases their touch points with their customers? (Hint: the answer is yes)

Parts of this to improve upon:
1) I know I don't have the best service here at work, but I was frustrated by what I saw when I first scanned these codes:

I consider that a problem. I'm a busy girl! I have to get ready for that fall wedding without upstaging the bride! Know that if the content doesn't load, the consumer is not going to seek it out. They will move on.
2) There is a lack of follow-through, which is alarmingly common. When I selected that I would like a lipstick solution for brunch, I was presented with several options (see Jessica Alba, above). I thought the reason the options were red and bold was because they were links to product information and purchasing options, but they were just red and bold to stand out.
3) Gather some data so you can get to know your customers. For marketers, it needs to be all about the relationship, and relationships don't work when you don't know someone's name. Also, let people purchase the product so you can gather data about which campaign is the most effective, which code generates more sales, or what product is the most profitable.

Have you seen any campaigns like this? Or any studies that look at which type of code generates more clicks? I'm interested to see some research on this.

An Equation for Success

noreply@blogger.com (Amy @ PIAG) — Fri, 26 Aug 2011 16:35:00 +0000

The equation is this:

Variable Data + Direct Mail = Higher Response Rates

...than with static direct mail pieces. I don't know the exact numbers, since scouring the internet led me to some very biased websites that tried to tell me that static mail gets an average response rate of 2% (which is pretty close to right) but variable data through their company got 15% (which is a little north of what I think is correct, around 10-12%). My first thought is that no one knows really how to plan and measure these campaigns. However, they could (warning: shameless plug ahead) learn this (and more!) at Dr. John Leininger's ROI of Direct Mail: How to Measure Results with Confidence class on September 29 here at PIAG.

Back to my very scientific equation. There are some conditions for this to work.

1) Integrating variable data shouldn't be an afterthought, it should be the focus. If you're a car dealership getting ready to mail variable postcards, put their name on it and what car they're looking for and a special offer that would influence a decision. Don't send everyone the photo of the Nissan Altima. Not everyone wants that car. Which leads me to my next point...
2) Variable data does not equal putting my first name in the Dear <<name>> line. Technically it does, but if you're going to just put my name in there...whatever, I can do that in Word. Instead, send me something that is exactly what I want. I will respond to that.
3) Use clean data. Buy good data, clean it up as often as humanly possible. Clean data will save you money and prevent hundreds of postcards marked RTS/UTF from piling up on your desk. Also, do not send me something addressed to Mr. Amy.

Would you like an example of a good variable data direct mail piece?

My pass to the extraordinary? I am the extraordinary.

This came in the mail for Ashley, who is an exclusive club member. It's in a clear envelope that's printed to match the piece inside.

Sorry about the hot spots.
Equipment (NOT OPERATOR) malfunction.

Which, if nothing else is special.

Has a folder with an insert! And a tipped-in card!

And finally, the variable part.

So it's not amazing, mind-blowing, or all that particularly exciting. But it's effective.

Here's what is variable: name in opening line; name, member number, member classification and "member since" date on tipped-in card.

Here's what I suspect is variable: the insert has a bar code on it, so I'm willing to guess that the folder part is preprinted with everything but the name and the insert is dropped in based on the type of membership the person has.

There are some things that could have been done with data to make this even more effective. The letter is fairly generic, but they could have filled it in with Ashley's historical data (something they either already know or could have purchased) and some educated guesses about her future travel activities. The featured photos may or may not be based on Ashley's preferences, but since I only have one of these pieces, I can't really tell.

This piece feels expensive and exclusive, like the recipient finally got their letter from Hogwarts (minus the being-delivered-by-owl part). But even better, it feels personal.

On Monday: More QR codes and a whole lot of good advice.

You're welcome.

How to avoid Scan-This-To-Get-To-My-Not-Optimized-For-Mobile-Devices-Website QR codes: An example. Part 6.

noreply@blogger.com (Amy @ PIAG) — Thu, 25 Aug 2011 14:38:00 +0000

What would you consider an effective print ad?

Is it an ad that has eye-catching graphics with creative use of typography, and some kind of provocative message? Or is it an ad that is simple, direct, and clear? I think there's room for both types. And there has to be both or everything would look the same, and most of us are confused enough as is.

Speaking of confused, this is an ad that promotes toothbrushes (of which, if you will remember from Monday, there are fewer in this world than mobile phones) with photos of a chair:

Design is the difference? And here I was thinking that a toothbrush is
just a toothbrush.

The reason I am so confused is because I was holding the magazine in such a way that I didn't really see the toothbrushes at first, but I saw the brand name REACH and I thought Why are they advertising chairs? I thought they made toothbrushes.

Let's scan this QR code:

It's a contest! And look what they're doing...

Data, data, data!

Gathering data! My favorite thing ever.

Luke Bryan is a designer? I thought he
was a musician.

I get to pick a prize! This is fun.

Things that are great about this QR code that you should steal:
1) Gathering data! I've said it before, I'll say it again: you have to learn all you can about your customers in order to better serve them. Because it's a relationship that the customer has with the brand.
2) Options! What if I don't need a set of chairs? I can win concert tickets or a shopping spree. The print ad just promotes the chairs, but this site can serve as the landing page for other print ads, and give people who were only sort-of interested in the chairs different options.

Things that you can do differently when you steal this idea:
1) Focus. The call to action is good, but it's not the focus of the ad. If the idea is to promote well-designed toothbrushes, this ad is fine; however, if the idea is to promote the contest, it misses the boat a little.
2) Options. The print ad doesn't tell me that there are other prizes that I could win, and if I have no interest in chairs, then I'm not going to act. Also, the reason I scanned this QR code, which is to win this chair, is not available? In the August issue of a magazine, the prize should have been available back in July. Test things out and get them ready before you go live.
3) Social/Sharing. Give me a way to share this with my friends/family/coworkers/social network so you can get more information out of me.

I apologize for not having a post yesterday. I was at Respect Your Brand and it was GREAT! More on that later.

I'm running out of QR codes and will have to go find some more soon. Unless...you would like to send me some cool ones you've seen recently? Thanks, I knew I could count on you.

How to avoid Scan-This-To-Get-To-My-Not-Optimized-For-Mobile-Devices-Website QR codes: An example. Part 5.

noreply@blogger.com (Amy @ PIAG) — Tue, 23 Aug 2011 16:51:00 +0000

For clarification: QR codes are under the 2D bar code umbrella. In other words, QR codes : 2D bar codes :: goats : barnyard animals. A helpful analogy, I know. According to Wikipedia, there are around 47 different types of 2D bar codes. Most of them are proprietary, are used within specific industries as standards (ex. Data 1 codes are used in the medical and recycling industries).

So how are you supposed to choose?

Here's some really great advice: follow the crowd. This is one of those situations that you really shouldn't try to stand out in a I'm-different-so-I-use-Snowflake-codes sort of way (unless your call to action is so compelling that people are desperately searching for a reader that scans Snowflake codes, which I can't find via Google. What I can find is the code for a falling snowflake Myspace background). You want people to scan your code, don't you? So let them scan it. Because, as you learned yesterday through my informative, educational blogging, people who use their smart phones are on the move. Don't stop their momentum.

Now we will look at a great QR code that I found.

This is for Loctite adhesives. And frankly, is more fun than I thought it would have been. In my opinion, they should have just skipped the rest of the ad and just have the QR code. Regardless, I scanned the QR code and was taken to this delightfully optimized-for-mobile website.

I appreciate that they are graciously
offering guidance and not forcing
anything on me.

Since I have very specialized needs that can't be defined by any of the top three categories, I choose Typical Projects & Repairs, and get this delightful page:

Like gluing Pandora's box.

Don't ask me why this is my idea of fun, but I can't wait to see what I can glue to what.

Because why not?

I decide that I would like to glue fabric to something.

Because why not?

Stone! I will glue fabric to stone! Finally those pesky gray rocks in front of the building will be beautiful, toile stones! Horrible crafting ideas aside, I would like to see what Loctite adhesive is recommended. But first, more questions.

DON'T KNOW? What do you mean
you don't know?

After convincing them that I would like for my fabric-coated rocks to be able to withstand temperatures up to 250 degrees, I got my recommendation!

Extreme glue for extreme crafting.

Things that are great about this QR code that you should steal:

1) Engaging with the brand. I now know that I can't use just any glue when adhering fabric to a stone, I need to use this very specific, perfect-for-my-needs Loctite glue. This is all about what Loctite can do for me. Don't know what the customer's needs are? Ask them. They will probably tell you.
2) Good call to action. They tell you why you should scan it, how to scan it, and also give the mobile website address for access without a scanner. I am a smart phone user, not a rocket surgeon.

Things that you can do differently when you steal this idea:
1) Follow all the way through. Help me find the suggested product. I have a recommendation, now let me enter my zip code and you can tell me where it's in stock. Let me buy it on your online store. Do something that gets me moving.
2) Gather some data. You know that I want to glue fabric to stone. So what? Find out where I live, where I shop, what products I've used in the past, whatever. Make this worth both of our time and money.

Have you ever seen an awesome QR code that you think I should talk about on this blog? Send it to me and I'll talk about it and you will be entered to win a great prize that may or may not involve a cool poster. More on that later.

Go print something.

Mobile Media; or, How to Not be Irrelevant

noreply@blogger.com (Amy @ PIAG) — Mon, 22 Aug 2011 15:15:00 +0000

Not every type of media is right for every company.

To borrow an example Jamie Turner uses in the article Is Social Media Right for Your Business? that can be found in the upcoming issue of Georgia Printer, "If you make industrial drill bits, social media may not be right for you." I think we can all agree on that one.

However.

There is one type of media that, when used properly (i.e. with the correct media mix), might contain a solution for just about everyone. Bah-bah-da-bah! It's mobile media.

Fact: more people on the face of this planet own mobile phones than toothbrushes. Allow me to say that again.

THERE ARE MORE PHONES THAN TOOTHBRUSHES.

That's a large market, one in which I am certain your customers fall. I recommend you try this out.

Here's some mobile media tips that I learned at the ProGraphics/Jamie Turner mobile media event last Thursday:

Learnin' time!

1) To understand mobile media, use it. Scan 2D codes, visit websites, download apps, opt-in to text messages, etc. That's how everything else we do as marketers works-we try it out and if it seems to work, we adopt it and tweak it to fit our business.

2) Make a mobile website. Here's the difference:

News on the go!

Spent a lot of time here when my computer
went cliff diving.

Perhaps you will notice that you can read one of those sites and not the other one. That is the most basic difference. From a technical point of view, there is a string of code that will determine the size of the screen on the device accessing the website and make it work in that size. As for how you make a mobile site...frankly, I don't know. But there are people out there that do! Ask them.

3) Understand that most of mobile activity is from people-on-the-go who want immediate, local results. Get yourself on all of the maps (looking up directions is one of the largest uses of smart phones). For example, I have needed to take some stuff to the dry cleaners for weeks, and I need an example of a search for my blog, so I search Google maps on my phone and get this:

Can't put it off any longer. Plus, there
are like 5 places between work and home.

Now I know. If those places were not defined by the owner as a business that does dry cleaning, I wouldn't even consider them in my quest for a dry cleaner.

4) Ad placement. Mobile ads can get very, very targeted. Demographics like age, gender and income, and even a person's location can be used when placing ads. Think about paid search for mobile, which is another cost-effective option.

5) Remember that your goal as a marketer is to deepen your relationship with your customer by engaging them with your brand. Use multiple touch points (for example, direct mail and mobile ad that push to an in-store event) to allow the customer to take ownership of your brand. Don't hold out on them-give the customer information that allows them to feel like they are valued.

All of these valuable tips being said, remember to never put all of your eggs in one basket. Since there are multiple eggs, there should be multiple baskets. Don't be like Pepsi, who put their $20 million worth of eggs in the social media basket and went from the #2 to the #3 soft drink That is not to say that supporting community rehabilitation projects and the like isn't a good idea. It just can't be the only idea.

Whatever you do, don't click here.

I hope your weekend was excellent!

Tomorrow: more QR code solutions.

TGI..Almost Wednesday!

noreply@blogger.com (Amy @ PIAG) — Fri, 19 Aug 2011 14:09:00 +0000

On Wednesday which will be here before you know it there is a really great Rediscover Print event called
RESPECT YOUR BRAND: PRINT'S ROLE IN BRAND INTEGRITY
that I in a completely unbiased way recommend you attend. Here's why:

1) Kathleen Turaski of Resonance will be there. She is considered one of ATL's top branding authorities, understands the print, the design and the marketing side of branding, and on top of all that, is a very nice person. Read her very impressive bio here and tell me you're not impressed. All of that to say, though, that listening to her speak will be a good, helpful thing.

2) Kip Thomas and Jason Henry of Henry & Co. will be there to talk about creative print and finishing techniques that add significant value to your and your customers' brands. Frankly, if anyone knows about creative print and finishing techniques, it would be these guys. Their wide range of work can be seen at their website. Keep your eyes open for an upcoming Respect Your Brand poster produced by Henry & Co. that is so great it will knock your socks off.

3) I am offering 5 blogreaders like yourself free admission to this event. I know you might be asking yourself "IS THIS REAL LIFE?" and I'm glad to report that yes, this is real life. Rules: Be among the first 5 to comment on this blog post and I'll tell you the secret free registration passcode.

To summarize: Wednesday, August 24th, 10:00 am - 12:15 pm at The Portfolio Center. $20 for members and media specifiers, $40 for non members, and free if you're one of the first 5 to comment. Register here.

Other upcoming classes that I know you want to go to are:

Printing Money: Unlocking the Mysteries of Small Business Financing
September 20 with Will Scott and Larry Bloom of Delta Community Credit Union
Register here.
This event is free for PIAG members!

ROI of Direct Mail: Measure Results With Confidence
September 29 with Dr. John Leininger of Clemson University
Register here.
You will learn something, guaranteed.

Beware the Blind Spot: 9 Things Businesses Should Consider
October 5 with Ryan Sauers of Sauers Consulting Strategies
Register here.
Check out Ryan's story in the upcoming issue of Georgia Printer!

The annual PIAG Golf Tournament to benefit the Educational Foundation is coming on October 24. Start practicing. It's at The Standard Club, which is, as far as I've heard, nice. And the prizes for winning this tournament are serious prizes. Registration is not open yet, but you can always begin the dialogue of sponsorship now.

This has been Shameless Plug Friday. Do me a favor and have a great weekend.

Ink on Paper!

noreply@blogger.com (Amy @ PIAG) — Thu, 18 Aug 2011 15:56:00 +0000

Let's go back to the basics today.

Maybe not that far back.

I think one of the best things about printing is the process. From design to finished piece, offset printing (or any printing process-screen, flexo, gravure, letterpress, inkjet, etc.) is what allows your idea and vision as a designer or creative to take an actual shape. What started out as a string of code (or whatever it is that makes a file...I've always been amazed that some series of 1s and 0s could be, well, everything) is now a postcard, or a package, or a book, or a magazine, or a brochure, or a folder, or any one of quite possibly an endless number of finished products.

Another wonderful thing about printing is that it can either stand alone or work together with so many other media outlets to create a dynamic and effective marketing campaign. Statistically speaking, print is an effective part of the media mix. I went to an event today sponsored by ProGraphics (@PGC_ATL, Website), about QR codes and Mobile Media, led by Jamie Turner (@60SecondTweets, Website). Jamie made it very clear that no one type of media should be the only tool in the toolkit-not social, not mobile, not traditional. It all has to work together. I also learned that more people in the world own mobile phones than toothbrushes.

I live-tweeted the entire thing (@rediscoverprint), but I'll get into a lot more detail on Monday's blog. I took three pages of notes!

Here are some facts:

75% of consumers visited a website to purchase a product or service after reading about it in a catalog.
Appleton Coated ROI Study

Direct Mail brings in 78% of donations for non-profits.

Target Analytics Study

67% of online action is driven by offline messages.

iProspect, Offline Channel Influence on Search Behavior Study

Web sites supported by catalogs yield 163% more revenue than those not supported by catalogs.

U.S. Postal Service.com Score Survey

Web site sales rise 20 to 50% after a catalog mail drop.

Key Catalog/Multichannel Issues Study

Magazines drive web search more than any other medium. More than double Internet advertising and social media.

BIGResearch Simmultaneous Media Usage Study (SIMM13), December 2008, Page 70 of MPA 2009 Magazine Handbook

Campaigns combining direct mail and Internet yield up to 25% higher response rates than Internet alone.

Direct Marketing Association's Insert Council

Direct mail gives advertisers a 13-1 return. U.S. advertisers spend $167 per person in direct mail marketing to earn $2,095 worth of goods per person.

Down To Earth Insights

What do all of these facts say to you? I think they enforce that the media/marketing mix is just that-a mixture of several different types of media. Remember that your goal as a marketer is to deepen your relationship with your customer and allow them to engage with your brand.

So how does all of this come together?

I recommend talking to a printer (check out the PIAG Buyer's Guide-request one here). There's a major shift in the industry for traditional printers to become marketing service providers. That's just another way of saying that a printer is a great one-stop-shop for all your marketing needs, not just your printed collateral. I know of several who will print and track QR codes for you. They will build and maintain websites. They will do the data part of your variable data campaign. If they can't do it themselves, they will find a solution for you (printers love networking). And guess what? Suddenly, your business with them is no longer print-and-run, but rather a relationship.

There was so much learning in this post, I will spend the rest of the day implementing all of my new knowledge. As should you (hint hint).

Tomorrow: Shameless Plug Friday featuring RediscoverPrint & PIAG classes, and even maybe another contest. Who knows?

Paper, paper, paper!

noreply@blogger.com (Amy @ PIAG) — Wed, 17 Aug 2011 15:32:00 +0000

So I may or may not be a paper geek.
I love paper.
I love interesting paper.
I love normal paper.
I love patterns, finishes, and gold flecks.
I love colors, textures, and paper-that-isn't-made-from-trees.

Which I guess begs the question, "If you love paper so much, why don't you marry it?"

Because I would rather print on it and mail it to someone.

This is my current collection of paper samples/spec books.

Stop pretending you're not impressed.

It's arranged by brand so I can find things easily and put them back where they came from. We really solidified the collection when we went to Paper 101 with AIGA ATL at Mac Papers a couple of months ago. There were a lot of duplicates, but I purged those by recycling them.

Here is a fact that I find most interesting: approximately 600 million trees are planted by the paper and forest products industry. That's almost 1.7 million trees a DAY and 3 trees for every 1 harvested. (source.)

Bottom row: New Page, Neenah, SMART, Appleton Coated, Finch, Gmund, Beckett, and a few others.

These all match. The next row is not so aesthetically pleasing.

Middle row: Mohawk, Domtar, French, Yupo, Sappi, Neenah stuff that didn't fit on the bottom row, etc.

The two on the right are boxes of individual samples! Good resources when
choosing paper for a job.

Top row: IP and Unisource, among others.

This picture isn't supposed to be crooked and edgy,
I'm just too short take a good, straight-on photo.

Here are a few of my favorites from the stacks:

Plike from Gruppo Cordenon. It's called Plike because it is Plastic-like. (Get it?) What I like about this is that it looks and acts like plastic, minus the fossil fuels. It's recyclable and made with Elemental Chlorine Free pulp from sustainably managed forests. My favorite sheet is the Graphite one. I wanted to get a sample of the royal blue and orange sheets that are online but not in my sample book, but I can't seem to get my paws on them. Anyone know where I can get that?

Black and Graphite 122# cover. It's numbers like 122# cover that make me
wish we used gsm instead. 330 gsm sounds so much better.

Cougar from Domtar. I appreciate Domtar's vast array of environmentally conscious certifications and contributions; however, I have a love-hate relationship with this paper.

I love it because it is versatile and deliciously soft. I recommend checking out the book from 2009 with the cougar in sunglasses on the front. There's this picture of a flamingo in there that I want to cut out and hang on my wall.

I hate it because of that time I was working as second man on a Sunday web press and got my hand caught between a 1200 lb. roll of 60# text Cougar Opaque and a wall, and I have the scar on my hand to prove it. That is a true story. I was second man on a full-sized web press.

See where it says Vellum? That is not the same as that
thin paper overlay that you see on wedding invites
that is also called vellum.

Gmund's Treasury Collection. That's the paper with gold in it. Is that real gold? I know there is a paper that has real gold, but I don't remember if it's this one or not. This fancy-schmancy paper is special occasion paper. I got my invitation to the royal wedding on it, but had to politely decline due to the delicate nature of the political atmosphere between myself and The Grand Duke and Duchess of Luxembourg.

Sparkles!

These are just some of the papers I love. What is your favorite? What's your go-to sheet? What's your house stock?

I ALMOST FORGOT! The winner of yesterday's contest is Kyle. Congratulations! We'll have another contest soon.

There are roofers here today to fix the leaks. NBD, just sounds like someone is about to fall through the roof above my head.

Why Print is the Best Thing Ever: Part 2

noreply@blogger.com (Amy @ PIAG) — Tue, 16 Aug 2011 14:27:00 +0000

It's cloudy today. I'm wearing polka-dots to counteract the clouds.

I need to gush for a bit about letterpress.

It's incredible.

There's just something about the look and feel of a letterpressed piece that has so much impact, wouldn't you say? The paper is substantial. The ink is like oil paint. The image is forever pressed into the paper.

I think of it as being permanent. I know I'm less likely to throw something away if it's letterpress. In fact, I have two things hanging above my computer-both letterpress (Lettra ad and a FOWA London 2010 coaster). At some point, I'm going to start a letterpress business and make high-end wedding invitations and business cards out of my garage with my bff from college. We've talked about it.

Think about all of the business cards you've ever received.

Which ones do you remember? Which ones do you keep? Which ones do your hands pause on when you're flipping through the stack?

What about your business card? What does it say about you? Does it say "Hey what's up I got these free from an ad that I heard on Pandora and please don't pay attention to the extra company logo on the back"? Or does it say "Hello. I'm your new business partner. I'd like to take you out to lunch on Thursday. Please give me a call whenever you need me."? Think about it. The piece of you that someone walks away with should be valuable, just like you are.

Please don't think that I'm hatin' on other types of printing. Every printing process has its place. I wouldn't recommend that Vogue be printed letterpress, and coffee mugs shouldn't be run through a gravure press.

I like letterpress so much that I have a little hand-crank letterpress machine thing in my apartment. And I made some cards last night.

I still have black ink all over my hands from this one.

This is a card you could send to your aunt who likes to
decorate with tassels.

This card is really just embossed, but I louvre it.

Did I hear you say that you want those cards? Did I hear you say that you'd like to win those cards?

Well, OK, you talked me into it.

Comment on this post with the inventor of letterpress, and you will be entered to win a 3-pack of Amy-printed cards! This is very exciting.

I will include envelopes but not a promise that they'll match the cards.

And the sun just came out! Wearing polka-dots helped!

I keep photographing this arm. It's probably thinking
"What is her deal?"

Here's a picture of a bird that was just outside my window a moment ago.

He's quite aggressive but I like his spotted tail.

Upcoming stuff: Respect Your Brand: Print's Role in Brand Integrity, and an awesome social media event at ProGraphics on Thursday, about which you will hear on Monday.

L'amour, l'impression.
PS I ALMOST FORGOT: If you're looking for something cool to do tomorrow evening, AIGA-ATL and Sappi North America are having a panel discussion about sustainable processes @ GaTech Institute of Paper Science and Technology. Check it out!

How to avoid Scan-This-To-Get-To-My-Not-Optimized-For-Mobile-Devices-Website QR codes: An example. Part 4.

noreply@blogger.com (Amy @ PIAG) — Mon, 15 Aug 2011 14:07:00 +0000

Featuring Brooke Shields. Oh, now I have your attention.

Did you have a good weekend? Mine was really bad (my computer dove to the floor and met its doom in the form of a glass of water that also dove to the floor at the same time. How do things like this happen?), but then it improved significantly. Times a billion. Thank you for asking.

Let's talk QR codes.
Here's an ad that caught my attention because I identify myself with Brooke Shields.

Where are her feet?

I like that chair, so I'm going to scan that QR code to learn more about the furniture featured in that ad.

This kinda looks familiar.

Here's what I see when I scan that QR code. I can view the print ad and download a product list, which would be nice if I were trying to recreate that whole Brooke-Shields-casually-sitting-in-a-chair-politely-refusing-a-glass-of-sweet-tea-while-talking-about-her-mother-in-law's-visit experience. Scrolling down, I get this:

I really like that Allegra chair. It's a
happy chair.

I would really like to learn more about one of these chairs and see why it has 4.8 stars.

If this is an occasional chair, what is
it the rest of the time?

Who knew a stationary chair could
be so interactive?

I can interact with this chair! I can tell people about this chair on Facebook! I can share this chair via text message! I can see what other people see in this chair!

Is that really how you spell chair? After typing it so many times, I'm skeptical.

Things that are great about this QR code that you should steal:
1) Going deeper with the information. Originally, I would have thought, "I like that chair Brooke Shields is sitting on" and then gone on with my life. Now, I can get more information about it, and read what other people think about it. I can text message my sister about this chair. The product reviews say it will fit in small spaces very well- which is good for my apartment-so I might go to the store and sit on that chair.

Things that you can do differently when you steal this idea:
1) Gather data. Ask the user for their location so you can tell them where the nearest store is. Get an email address so you can send the user new/similar product information or inform them about upcoming specials. As always, don't waste an opportunity to increase your knowledge about your customers.
2) Stronger call to action. If I weren't QR code hunting for this blog, I wouldn't have scanned that. Although, I'm glad that I did because I'm legitimately interested in one of those chairs. I've always wanted a big, patterned chair. This may be the one. I'll let you know.

Today's extra photo is because I'm missing Clemson today-this is the train in the Botanical Gardens.

Can you believe that's a cell phone photo?
Technology amazes me.

I get to do something awesome today-a press check! Makes me think of this:

Tomorrow, there will be another contest. Prepare yourself for a showdown.

It's Friday!

noreply@blogger.com (Amy @ PIAG) — Fri, 12 Aug 2011 15:55:00 +0000

Not just any Friday, though. It's what I like to call Shameless Plug Friday.

It's one thing for me to be promoting print. It's my job. But I think there's a lot people can be doing to promote the awesomeness that is Rediscover Print-because it's not to push PIAG, it's to promote the printing industry of Georgia.

So these are cool:
Tucker-Castleberry Printing, Inc. of Atlanta proudly presents: boxes! Not just any boxes, though. These boxes sit at the gates of Turner Field, full of Braves programs! Look for them there, and let me know if you see them.

These boxes look ready.

Graphic Communications Corporation of Lawrenceville (also home of the 2011 Benjamin Franklin Award winner Hoyt Tuggle) proudly presents: floor decal!

Couldn't decide on a caption. Pick whichever one you like best.
1) This decal does not lie like a rug.
2) Although underfoot, the decal decided that it would not be walked all over,
but made a stand for itself by displaying bold-but-true pro-print messaging.

If you use the Rediscover Print messaging or collateral, send me a photo of it in action, and I'll enter you into a contest to win a prize, which I'm sure is cool regardless of what it is.

Wait-I just checked. It's $100. WHAT? That's a good prize.

I shall now commence with Shameless Plug Friday.

Rediscover Print and PIAG have some awesome (and really nicely priced) upcoming classes.

August 24: Respect Your Brand: Print's Role in Brand Integrity
This class is going to be great to expand your understanding of what print can do for your brand. It's not the mythical majestic unicorn! It's real.

September 20: Printing Money: Unlocking the Mysteries of Small Business Financing
With our friends from Delta Community Credit Union.

[Dear Federal Agents who might be concerned with the fact that we are printing money at an upcoming class,
We're not actually printing money.
Regards,
Amy]

September 29: ROI of Direct Mail: Measure Results with Confidence
My former professor Dr. John Leininger is teaching this one. Just like old times! Hopefully without the exams and projects.

October 5: Beware the Blind Spot: 9 Things Businesses Should Consider
Ryan Sauers simultaneously brings in both da noise and da funk with his consulting expertise to share how to identify blind spots that hurt your sales and marketing efforts.

Now for the part of the post you can ignore if you need to get back to work.

I know you do not care about this at all, but I have two staplers on my desk. I do not know why. One of them actually staples two at a time. Here's a picture of these two staplers.

I took this photo with a phone the size of two brand-new sticky note pads, ran it through an application that was free and sent this picture via a cluster of wires into my desktop computer that weighs approximately 30 lbs. After all of this, I'm showing you a photo that looks like it was taken with a cheap camera in the 70s. ON PURPOSE. Don't you find technology interesting?

Excuse me, I believe you have my stapler.

How to avoid Scan-This-To-Get-To-My-Not-Optimized-For-Mobile-Devices-Website QR codes: An example. Part 3.

noreply@blogger.com (Amy @ PIAG) — Thu, 11 Aug 2011 15:20:00 +0000

I didn't realize this, but apparently you have to register to post a comment. Not cool. I fixed it. Go win that awesome prize!

Back to QR codes.

I've said it before, and I'll say it again. I'm lazy; that is why I own a smart phone. (Though evidently I'm not too lazy to use a semicolon.) Therefore, when I actually do something, it is because I have a good reason. I don't like to waste time or energy on things that are neither worth that time nor that energy. It is your job as a designer/marketer/ salesperson/professional wrestler/goat herder to convince the consumer/customer/ audience/goat that whatever you want them to do is worth the effort.

Let's look at an example.

This is from the same magazine as the last two QR codes. I really hit the jackpot with it.

She seems nice. I like her swea-LOOK AT THE
SIZE OF THAT RING.

Personally, I have no reason to scan this QR code. "Celebrity nutritionist, author, and mom of three" who "master[s] weight management every day," doesn't really speak to me. But I have a healthy amount of curiosity about where QR codes take me when I scan them. I was hoping it wasn't another Scan-This-To-Get-To-My-Not-Optimized-For-Mobile-Devices-Website QR code, which obviously is a pet peeve of mine.

Follow along with me.

If it's too small to scan here, click through to get the larger version.

The screen that pops up gives me options based on my viewing needs. If I'm not interested in one thing, I can ignore it and look at something else. This is a good way to get out a lot of content with little effort on your part. The user chooses what they want to see.

Late Night Shuffle? Is that like
the Cha-Cha Slide?

You can choose either to either view a video or see quick tips:

Quick tips.

Video. Looks like they use an O instead of a 0 for their zero.

Ok-cool-whatever. The content isn't really for me, but otherwise...

Things that are great about this QR code that you should steal:

1) User chooses their ad experience. This annoys me when I'm watching Hulu and a car company wants me to choose the car I want to watch ads about, because it delays the video even longer. I mean, really, if someone is going to spend millions of dollars making a tv show and I can't watch it ad-free and generally for free, what is their problem why are the pushing this on me. However, in this case, I like it. Instead of pushing out three ads with three different messages, they did one ad with one message that branches out into the three messages. Clever.

2) Food.

3) Once the user has scanned, the messaging is short and sweet (Ha! Sweet. Get it?). All of the content fits on the screen, doesn't take a long time to load, and isn't going to take me a long time to read.

4) Offering a way to get a QR code scanner. And now they have your phone number and are gathering data about you.

Things that you can do differently when you steal this idea:

1) Shorter videos. 2 minutes is actually a long time. Longer video=more time to load. Impatient people like myself aren't going to wait more than a few seconds for that to load.

2) The call to action is really small on the page. The ad itself is on a left-hand page and the QR code is in the gutter, so it's in danger of getting lost.

3) Gather data. Location isn't on and they don't ask for any information about me. How are they supposed to hit-me-baby-one-more-time if they don't know anything about me except that I have a smart phone?

If you actually scan this one yourself, what is the first thing that sticks out to you?

I'm wearing a plaid shirt today because it's Thursday and Thursdays are excellent. I took a picture of my plaid arm and ran it through Instagram because that's what all the cool kids (do not click that link) are doing.

Wearing this plaid shirt makes me feel cooler than I actually am.
Even though it is long-sleeved.

Just keep printing.