Kristin – Pikewood Creative

Print • Trends for Marketers: QR Codes

Kristin — Thu, 10 Nov 2011 21:52:57 +0000

What is a QR Code?
If you are not familiar with QR Codes yet, they are similar to bar codes which are used by retailers to track inventory and price products. The main difference between QR codes and bar codes is the amount of information that they can hold. QR Code is short for “Quick Response” Code. They have become one of the hottest trends in the print industry today, and because their popularity only continues to increase, marketers should be asking themselves how QR codes can benefit their advertising campaigns.

How can you use a QR Code?
A QR code can enhance your printed material with an interactive media response, or an immediate call to action at the moment of the engagement with your marketing piece. They work as links to online (rather than fixed) content, and provide the flexibility to support campaigns for almost any product or service being offered.

What are the PROS and CONS of using a QR code on printed material?
There are several things to consider when deciding if a QR Code is a fit for your project.

PROS:
Ease of Use
Range of Users
QR codes are trackable
Easy way to direct users to online content
Appeal to curiosity of users
Cost effective

CONS:
Lack of awareness
Requires user to have smartphone
Users need to download QR code reader
Scanning can be a long process
What if the novelty wears off?

So, are QR Codes evolving in the print industry or just a current trend destined to fade away?
This is a subjective question and depending on who you ask you may get various answers. It all depends on how each business is implementing QR Code and the intended use. Considering everything, QR Code is still doing a great job for many. As for how long it will serve the purpose; I guess no one knows for sure. Personally, I think relevant material is the key to the success of QR Codes. Too many QR Codes link the user to irrelevant URLS, or non- optimized web pages. Unfortunately in those situations, the QR Code is seen to be at fault, when in fact it is the marketer.

When used in a creative and clever way to engage the user for a meaningful true experience, the QR Code can make a huge impact on printed material and connect the user to traditional design and digital technology. So in these terms, yes it is evolving and changing the way printed material engages the user/viewer.

A great example of this is an ad from setjapan.com:

In conclusion, I think when considering using a QR Code on a project, weighing the pros and cons is a great place to start, but also think about the potential QR Codes have to be great marketing and advertising tools when this technology is embraced.

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Print • Top 3 Reasons to Update your Logo

Kristin — Mon, 03 Oct 2011 16:42:11 +0000

I speak about the importance of a good company logo all the time and the relevance it has on the perception of your business. Many companies have gone through various logo changes through their decades long histories, for example: Pepsi, Apple, Coke-Cola, etc… The question is why and when did they change their logo? Even more importantly, when will it be time for you to give your brand a new look?

1. Logo is Visually Outdated.

You’re now thinking to yourself, this was great when it was designed, what happened? A redesign of a logo keeps the brand from feeling stale or out of touch. This could be as simple as changing out colors and or updating a font. A great example of this is the at&t logo. You can see that the overall concept did not change at all, yet there is a drastic visual difference between the old one (left) and the new (right). Changing the font and adding some depth and a 3D feel sets this logo apart. The new one feels fresh and current.

2.For Better Recognition and Growth.

With websites, social networks, and blogs being a significant resource for communication, your logo needs to be adaptable on all mediums. Being web-friendly means easily readable and professional looking across all platforms. Take a look at this Starbucks logo. Although the original one (left) would look great printed on a coffee bag, when used as a twitter icon, a facebook profile pic or on a website, it will lose its impact and be very hard to recognize. By simplifying things, and adding some color, the logo becomes an icon that people instantly recognize for the brand.

3.You’ve Changed.

Whether you’ve changed your name, type of business or want to change the image of your business, a new logo can symbolize that and create a new visual representation of your brand. For example, apple used to just sell the Macintosh computer. Today with the introduction of new products, services and innovative technology it not only sells computers, but ipod, ipad, iphone, etc. It is important that the logo evolve with the brand and create a new image of the company along with its products.

These are all examples of successful logo updates that have made an impact on the company. I suggest that if you have any of the above scenarios currently happening within your company that its time to reevaluate your company’s logo and the message you want to send your current and potential clients.

Want your logo updated? Contact us here to get started.

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Print • Creative Business Cards Still Matter

Kristin — Fri, 03 Jun 2011 18:44:07 +0000

So you do think business cards are a dying trend? You may be thinking everything is moving to electronics and Vcards’ but what if something happens to your electronics? Do you really want to spell out your email to potential clients in a meeting? Tell them you’re on twitter, facebook and then have to spell out screen names? So what has changed and why do people assume business cards aren’t important anymore? The information people are including on their card is what is changing. More and more I am seeing business cards that omit an old-fashioned mailing address and replace it with a website address, skype address, twitter account, and the like. So with more and more screen names and social media addresses to keep track of, the business card is more essential than ever.

To me, these modest pieces of paper still carry a lot of value. A business card creates a physical connection and bond between you or your business and your clients/customers. Just like a website, business cards can become great interactive elements, but with the added ability to have real textures, different materials and shapes.They are not only useful communication tools but essential in marketing yourself in a unique way to others. A well designed business card lets your prospects get interested in you and your offerings.

There are actually lots of ways to be creative in your business cards, for example:

Shape. As much as possible, it is important to choose a shape that best represents you and your business.
Material. Think outside the box. For example, plastics, metal, cloth, rubber, cardboard, wood – the possibilities are endless.
Be Environment Friendly. Use recycled materials and soy based inks.
Letter Technique. Styles such as embossing, engraving, foil stamping, etching, letterpress are ways to grab attention quickly.
Be Interactive. Your card can have more function than just contact info. Things like pop-ups, folds, pockets, cases, tags, scents, envelopes, ornaments, ribbons, rubber bands, reflection, and maps are all examples of how your business card can become more of an experience rather than a card.

Most business cards are boring and tend to be forgotten, but the ones that are strategic and thought out can really add meaning to you and relevance to your business.

For example, take a few minutes to visit this link. These examples of highly creative cards will really get you thinking: http://www.webdesignerdepot.com

Take the opportunity to be creative with your business cards and I guarantee you will stand out and make a lasting impression long after you first give your card out.

Business cards correspond and also can be used in correlation with a great leave behind piece. For more information on leave behinds, read my previous blog post. http://www.pikewoodcreative.com/what-will-you-leave-behind/

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Print • What will you leave-behind?

Kristin — Wed, 30 Mar 2011 18:40:34 +0000

It is important to make an impact on clients and leave a lasting impression. One way you can achieve this is through a print piece called a leave-behind. A leave-behind, as the name suggests, is a part or sampling of your portfolio that is left with a potential client(s) after a meeting. It should be a standout piece that will continue to speak to your potential clients about you/or your company. They can be anything from brochures, self-promotional flyers, creative packages with key portfolio elements, or printed images. Some leave-behinds are more interactive and elaborate, depending on time and budget allowances. For example, a custom designed and packaged CD or DVD or a nicely printed color brochure with pockets for accompanying CDs and business card will keep your potential client engaged longer than a business card can.

For example, we just completed a successful leave-behind for our client, SustainU. (picture of project included) This brochure and DVD package are made of recycled stock and printed with environmental inks to reflect the values of the client. This leave-behind piece was distributed to hundreds of people at a large convention to showcase and, give examples of the capabilities of SustainU.

Some great tips on creating a leave-behind from Zan Jones, founder of SalesJaz:

Make it juicy! Think of some great facts about your business and how you approach them. An insurance agent might leave behind an article on “7 Facts that Contribute to Auto Insurance Cost.”
Go for functionality. Office supplies or business aids that your client will use on a daily basis will keep your name alive. Mouse pads, pens, or post-it notes with your logo are hard for people to throw away because they are usable.
Know who you are. Make sure the leave behind accurately reflects your business and has obvious tie-in to the product or service you provide. For example, a carpet cleaning company might leave a calendar with monthly stain cleaning tips to help maintain a spot free carpet.
Let your business card do the work. A car dealer’s business card might have “5 Things to Consider When Buying a Car” facts printed on the back. I worked with someone at Hershey Chocolate who taped a small Hershey bar on the back of her cards. Create a reason for your business card to be saved.
Use pictures and market to the pain. Think about the pain your clients might experience without your product or service. An attorney might leave behind a brochure with a photo of a smiling family and list reasons to have a will in place.
Wait until you actually leave. That’s the idea of the “leave behind.” You don’t want the client to be checking out your golden nuggets of information while you are still talking to them. It has to be enticing enough for them to look at it, read and save after you have left.

Coming to the table with the proper marketing materials such as a leave-behind will ensure that you remain in your potential client’s mind long after the initial meeting and will help your business rise above the competition. There is great value in this, and goes a lot further than just a business card. We would love to create a custom leave-behind for you, please contact us for more info.

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