Evil Avoidance

It's so easy for big companies to fall into some pretty evil ways, even when they're being careful.

The lesson learned here is that everyone makes mistakes. While mistakes may seem evil, sometimes they really are just mistakes.

And sometimes they aren't.
Our last example of evil comes from that great blue box - Best Buy.  Best Buy boasts a new buyback program that they unveiled at the Superbowl. It turns out they are already being sued by a company that claims they designed the entire program and Best Buy stole the proprietary information. The suit claims that Best Buy refused to pay for the information and program designed by TechForward. The program is virtually the same as TechForward's, with a few minor changes. You can read more about it here.

Best Buy has indeed set a terrible example of how a company should act, as have the other companies written about this week.

It is important to establish a code of conduct for your business - ethical standards that are at the core of your business.  For some help on that topic and to discuss this more, visit this blog.

You can define your company ethics, but remember every situation is different. So when a situation comes up that doesn't fit exactly into your ethics code, take a minute to think about what you're really doing to that other person. If you wouldn't want it to happen to you, don't do it to them.

If you're still thinking of taking the evil route - don't forget your copy of the Villain's Guide to Better Living! 

The Steps Downward

Name an evil company in the United States - Go!

How many of you mentioned your cell phone carrier?
Better yet, how many of you thought Microsoft?
Or maybe, in light of Apple's new subscription policies for their app stores, they came to mind.
Of course we can't forget the scores of other businesses many consider to be evil - insurance companies, big oil companies, technology companies, social networks, government run agencies (think DMV), toy companies... I think you get the idea. 

Every company has the potential for being "evil" - to make a mistake that offends their consumers, to forget that the reason they exist is because of customers.
Even companies, such as Google, that have the mantra, "Don't be evil." can still do some pretty evil things. Remember Google Buzz?

"Google's introduction of its Buzz social media tool this week was possibly the most disastrous product debut in the company's 12-year history." according to PCWorld's Robert X. Cringely.

Google Buzz was supposed to be the culmination of a Facebook world combined with a Twitter Universe. The only problem? It didn't offer an option to protect your personal world. Everyone could see who you were talking to and everything you said. Someone forgot about the necessity of everyone to have a personal, private life that is not on display for everyone to see.

Cringely continues to condemn Google in his article by saying the real problem is that Google, in it's largess has "become deeply out of touch."
Ouch!
For a company that prides itself on not being evil, they certainly took a hit on this project. Lucky for Google, the company is so large, it was a relatively minor hit. However, the tech world started to react with reflections on how Google was becoming more like Microsoft.
In fact, Apple's new subscription plan has started a similar talk about how Apple is becoming more like Microsoft.

It is good to know that Microsoft is still considered the tech standard for evil, to which all other companies are compared. It's good to know that you still have a long way to go before people start referencing your company as the evil standard. 

The way to avoid this for your company is to remember why you are in business in the first place. The reason should involve your customers. While you may be in business to make money, you can only consistently make money with happy customers and a great product or service. Otherwise, someone else will eventually come along and your customers will start disappearing.

There are a lot of evil companies in the US - go ahead Google them - so make sure you are one of the good ones.

 *Scott Adams - Dilbert Comic

Lessons in Being Evil

We sometimes like to take a look at companies who have failed, so that we can learn from their mistakes. We also like to take a look at companies as they start that decline. Sometimes we cheer the inevitable and sometimes we cheer for the impossible.
We then sit back and analyze these companies and inevitably the questions are asked.
"What could they have done to save themselves?"
"What was the start of this decline?"
"Was this decline a shift in consumer trust or a shift in consumer behavior?"
"How can my company avoid this?"

Okay, so you're probably wondering - Where does this evil part come into play?
Well, it shows up almost everywhere.
Companies usually start their decline due, in part, to a change in policy. This change can take the form of a simple price increase, or maybe an alteration to a contract. It can seem minute, but over time it slowly shifts consumer confidences and the company falters.

Let's take a look at a fallen social media competitor.

MySpace was launched by a group of programmer in August 2003. Initially the founders thought about charging a fee to use the social networking service. Luckily this idea was thrown out because the founders took a minute to think about it and realized that keeping the service free would make their users happier and encourage them to sign up.
MySpace became the most popular social networking site on the web. It had more users and page views than Facebook.
In July 2005, Rupert Murdoch's News Corp. bought MySpace for $580 million. They immediately sought new ways to monetize the site, including new features and more invasive advertising.
A year later, in August 2006, they added their 100th million account. In 2007 MySpace was still beating out Facebook in page views, but the wheels were slowly turning.
And then a shift occurred.
In 2008, Facebook took over MySpace.
The shift continued.
Facebook is now the most popular social network available.
There is talk that MySpace may be auctioned off in 2011. It's estimated worth?  $50 to $200 million. *

There is generally very few disagreements with the thought that News Corp. is indeed evil. They are, after all, one of the biggest companies around. They also seem to have a knack for losing touch with their core consumers. Such is the case with MySpace.
And such may be the case with Facebook one day.

Lesson #1 in Being Evil - Exploit, ignore, piss off your core consumers. After all, is there anything better than ruining someone's day?

*Thanks to Wikipedia for the info and to L. Marie for the photo. 

Some Final QR Thoughts

Here are some final tips for using QR Codes!

1.      QR Codes are scanned using a cell phone, so while it should be common sense but make sure the area that your QR code will be located has quality cell phone service.

2.      Apple iPhones are one of the most popular cell phones on the market, and Flash video does not work on them.  Make sure the destination page for the QR Code does not have flash.

3.     Many smart phone users are still learning the benefits of smart phone technology.  Put some small print by the QR code telling the customer what they need to do with it, and what QR reader to use.

4.     How will you ever know if your campaign is successful unless you track data?  Be sure to look at your analytics to see how many people went to the page.  If your target market is not using the QR codes then it should be time to plan a new campaign.

5.     Be sure to make sure the QR Code works and takes people to the page of your choice before you make it available to the customer. 

6.     The customer took the time to scan your QR code, make sure it is worth their time and effort to scan your business’s QR codes.

7.     Make sure that the QR code provides new information, and is not just rewording what is already on the package.

8.     DO NOT REMOVE the information already on your package because a QR Code provides that information (yes we had a client consider doing that).  It’s a new technology that only some people are using; most people do not have smart phones with the QR code reader app installed on their phone.

With these tips and the previous examples of good and bad QR Use,  you should be in good shape to try QR Codes for yourself. Good luck!

The Good, The Bad, The QR Code

Yesterday’s blog took a look at ineffective ways to use QR Codes. Today we want to give you some good examples of QR Code use.

1. While I was at the Franklin Institute over the summer to see the Cleopatra Art Exhibit, QR Codes were found throughout the exhibition.  The QR codes were used as an extension to the exhibit.  Due to space many of the pieces on display had a QR code next to them.  Each code would take me to a site to extend my learning about the topic. 

Why is this an effective way to use QR codes?

First, I was engaged in the topic already and wanted to know more. The QR codes were used to extend my knowledge, not give me the same information twice. 

Second, people without QR readers may have missed out on the added information, but the plaques and video recordings gave them plenty of other information.

2. Best Buy has also been smart on how they are using QR codes throughout their stores.  The product sign lists all the information needed, but follow the QR code and it will take you to see customer reviews (the good and bad reviews) of the product you are thinking about purchasing. 

Why is this effective?

First, how often do you look at reviews from other customers when purchasing things online?  I know I review other opinions before making most of my Amazon.com purchases and I love to know what the lovers and haters of a product say about it to assist me in decision making.

Second, if I search online for the product to get reviews, I may find a cheaper price. This helps to avoid the online search for best price.

Now that you’ve seen the good and bad of QR Codes, read our blog tomorrow for some final tips and you can start using QR Codes in your own business!

QR What?!

One of the newest technologies being used by marketers are QR Codes.  I love embracing new technologies that market to customers and convey a message, but just like any new technology there is a learning curve for marketers and users. Many businesses love to embrace the newest technology hoping to set them ahead of the competition, and they rush into using the newest technology without a plan. When you’re adding new technology to a marketing plan, it’s best to plan for it.

Today, we’re going to look at some QR mistakes.

1. While at a business trade show I saw a sign for a QR Code that said scan to enter to win an iPod touch, 5 will be given out each day of the show.  I followed the QR code and it took me to the page to follow them on Twitter.  So I followed them on Twitter, and saw a tweet a little later that said there would be a drawing at 3:30 for the next iPod, showed up at 3:28, asked about it and waited two more minutes to make sure no one else entered to win, then walked away with my new iPod touch.   How could this company of been more successful with this campaign?

First, instead of using a QR code to take the customer to Twitter, just say follow us on Twitter.

Second, make sure you know your demographic. Many of the trade show attendees at this event were experienced construction owners, a demographic that is not always following the latest smart phone technology.

Many businesses used QR codes at their booths taking customers to the company webpage.  Sounds great doesn’t it.  But why should you have someone go to your company webpage to learn about your product when you have five salesmen within 15 feet of the customer. 

2. I received an email yesterday from a business trying to sell me something, so I opened the email to a QR Code that said follow me for a discount. I immediately removed my name from their mailing list for wasting my time.  How could this of been more successful? 

I was already engaged with their business by taking the time to read the email.  Just send the special, don’t assume a customer wants to work to find out what a special is when they may not be planning to spend money on your services right now.

The final lesson on new technology and QR Codes - don’t rely on technology to sell your product, when the sales team is available to talk to the customer and don’t make it difficult for a customer to find you. New technologies are all about making things easier for your customers.

Promotionals #1

We are getting a late start this week! But for good reasons! Like this one and this one. Oh and we can't forget about this!
If you opted to visit those links and have questions - we understand. Feel free to ask us.


Today, we're going to discuss my favorite part of coupons, discounts and promotions - Promotions!
We may be a bit biased at Xente Media on this topic, because our last conference netted 1 Duracell Bright Light, 2 iPod Touches and an iPad in promotional giveaways.

We also picked up hundreds of brochures, pens, notepads, rulers, key chains, t-shirts and a few jump drives. These are all promotional items. They are similar to promotional contests, just with far more prolific and simpler prizes.

The promotional contests are more high stakes, with higher returns. In exchange for a customers' information, you are giving them a chance to win a "big" prize.

Smaller promotional items only guarantee a few seconds of customers' attention. So, smaller prizes mean smaller rewards. If you're weighing the costs, by the way - a quality key chain with your logo will cost you approximately $495 for 500 and you get hundreds of people who walk up, say "hi" and take one. An iPad will cost you about the same amount and people will give you the names and addresses of everyone on their block for a chance to win.

That is lesson number one for your business.

Thinking About Discounts #3

Today we are going to re-visit the question - Do I need to discount my products or services. Throughout the week we've posed a few more questions in this blog.

Now we want to wrap this up and make it simple. Do you need to discount?

1. Are you trying to move product off your shelves quickly?
2. Do you need a temporary way to bring in customers?
3. Are you trying to bring in a new customer base?
4. Do you have enough margin to discount your services and stiff make a profit?
5. Do you rely on customer referrals?


If you answered "Yes" to any of these questions than the next step is to consider a discount based on which question you answered "Yes." After creating a discount, be sure to carefully track the customers who use it to ensure your success.

For any other questions or help, feel free to contact us.

Thinking About Discounts #2

The point of discounts, as with any form of advertising is to entice customers to use your service or shop at your business.
Sometimes offering a discount to new customers allows them to try your service or products for a lower price. If customers like the service or product enough, they will happily come back to your business again and again. An even better outcome is that they will tell their friends about it!

Discounts can be given for multiple reasons. For instance, there are discounts for signing up for an e-mail list, for being a new customers, for spending a certain amount of money, for having a birthday, for buying products from last season. There are multiple methods of discounting and each one will bring in a different customer base.

If you are already comfortable with your customer level and you just want them to shop more frequently, discounts offer them a reason to return. I rarely shop at a grocery store across town, because I have plenty of stores to choose from on my side of town. Occasionally, the grocery store across town offers a discount that I just can't pass up, so I travel that much further to pick up those items. I'll also do the rest of my grocery shopping while I'm over there for convenience. This is a discount to bring in an already existing customer base.

Some businesses need new customers. While living at a set of apartments, I encouraged one of my friends to rent in the same complex. When she did rent, I received a discount on my rent and she received a discount on her first month's rent. This referral discount brought in a new customer, while also rewarding an existing customer. This kind of discount encourages word-of-mouth advertising.

When you decide to use a discount, take a minute to think about the purpose of that discount. If your goal is to bring in new customers, reward the customers you already have or sell off a product more quickly, you'll have different discounts available to each category.