Everyday PR

February 1, 2011 8 Comments Under Branding and Image

Another Day, Another Technology

Just when we were mastering (as if) Twitter, Tumblr and Threadsy, a new technology (at least for some) rears its ugly head, making us all further scratch our own to determine whether or not we want to jump on yet another technological bandwagon.  Originated by a Japanese auto parts maker (no surprise there) and moving with a strong headwind from the West Coast, the new shiny object is QR codes, and if you aren’t using QR codes in your business, you may as well close up shop (according to some).

Ralph Lauren is an early adopter of QR codes as seen in this 2008 ad.

QR stands for Quick Response. Think bar codes, but with more data encrypted in the actual code, which looks like a cross between a bar code on a quart of milk and the Rorshach ink blot test.  The only required hardware for users is a Smart Phone downloaded with a free QR reader application like i-nigma.  You simply point the camera to the two-dimensional code and scan (like that quart of milk in the check-out line), and your phone displays whatever real-time data (text, URL, YouTube or otherwise) was embedded in that particular code. 

Users can download information from a QR code anywhere. If you’re lost on a large hospital campus, look for a sign with a QR code to get directions.  If you want more details about a new movie, scan the ad for it. If you’re in the market for a house, take a virtual tour of the listing by scanning the QR code on the For Sale sign.

Retailers like Ralph Lauren and Coca-Cola are among early adopters that incorporate QR codes in their existing print and other marketing tools.  It’s a savvy way to get their brand in front of consumers through online and offline avenues. Simply put, the QR code is another vehicle to instantly access information that can be part of a purchase decision, provide a branding opportunity or simply give basic data.

Getting customized QR codes is easy and free through multiple programs.  But before you start splashing it all over everything, you need to develop a strategy for implementation like every other marketing venue you consider. So what if you get a QR code – how are your target audiences going to know what it is, how to access it and what to do with it?  These questions simply beg for another post for explanation.  Not to worry, check back next week. 

In the meantime, what are you hearing about QR codes?  Please share.

If you’d like more information about QR codes and answers to the above-posed questions, please hit the Subscribe button in the top left corner.

November 9, 2010 5 Comments Under Branding and Image

The More Choices, the Better for Biz

Quick: Which cola was Michael Jackson shooting a commercial for when his hair caught on fire? Who has the cola contract for most  of the major league baseball stadiums?  Who distributes Dr. Pepper?  

Coca-Cola began in 1886 in a fountain shop with people commonly describing the hand-made syrup concoction as a “magical” experience.  More than a century later, the company boasts 800+ Coca-Cola brands in the world with 600+ in this country. Coke is now one of the top two leading beverage brands in the world (take a guess at the other one).

In a recent talk by Chandra Stephens-Albright, Sr. Director of Marketing & Innovation for Coca-Cola, I learned about a new product being launched called “Coca-Cola Freestyle: The Ultimate Fountain Experience“. The product is a redesign of the classic soda fountain but updated with technology to give consumers 106 brands from which to choose to personalize their beverage.  The whole idea is to give the consumer more choices, and just as importantly, to give the individual a positive experience. I find it ironic that the company is trying to recapture its beginnings, along with that lost “magic”.  But I do find it encouraging that they’re investing in market research – as in years of staff time and thousands of consumer interviews – throughout their entire product development and launch process. 

The two consumer behavior lessons Coca-Cola has learned over time and that have led up to their newest venture are: 

1)  Sales volume grows as product variety grows. 

2)  The more choices a consumer has, the better for the consumer and the business. 

As an old fart, I find this behavior disturbing.  Seriously, how many different kinds of cola do we need?  Diet Coke, with or without caffeine, with or without carbs, with or without flavoring, with or without taste, it goes on and on.  The limitless cola formulas are juxtaposed with the good ‘ole days of a unified country, Americana, and a “less is more” attitude (as in the 1950s) when a child was lucky to get one toy a year, as opposed to the plethora of playthings consumers feel compelled to buy their children today.  No wonder so many other countries despise us, but I digress. 

The point?  Contrary to a marketing mindset, brand dilution doesn’t apply to some goods and services; rather, countless derivatives of an original brand can be successfully marketed. Or put another way,  it’s all about supply and demand; give consumers what they want; persuade consumers about what they want; make choices easy and experiential; design a product, find a market; continue pressure to keep up with the Jones, more is more, and above all, make money for the shareholders.  

How do you feel about so many brand choices or consumer behavior in today’s marketplace?  By the way, the answers to the three questions above are Pepsi, Coca-Cola and the Dr. Pepper/Snapple company. 

April 23, 2010 No Comments Under Cup of Joe Award

The Real Thing Gives Real Surprises

Hooray for some originality!  Coca-Cola’s “Open Happiness” Campaign wreaks of fun, creativity, smiles and, yes, happiness.  And to promote their campaign on Youtube.com, among other venues, is just smart.  Three virtual Cups of Caffeine to Coca-Cola for giving consumers a feeling of happiness, at least while watching the spots.

The virtual Cup of Joe Award from EveryDayPR spotlights our pick of the week for a public relations performance –  good, bad or ugly.  If you’d like to make a nomination, contact shart@hartpr.com or www.Twitter.com/susanhartpr.

January 27, 2010 Comments Off Under Interesting Articles

Coke’s Social Media: the Real Thing

Coca-Cola, one of the most recognized and consistent brands in the worlds, is taking a remarkable and admirable risk with social media.  Instead of a high-control, top-down approach, the mega-giant is letting Twitter, Facebook and other tools do what they do best – be real from the consumer level.  Read more.

Susan Hart

Susan Hart, APR, is an independent public relations consultant with 25+ years of experience. Beginning as a journalist, she represents clients in health care, financial, technology and real estate. Accredited by the Public Relations Society of America, she serves as Co-Chair of the Ethics Committee for her local PRSA Chapter.

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