In my last blog post, I discussed the recent emergence of Quick Response codes (or QR codes) and how these new digital ciphers have the ability to make traditional marketing pieces, such as print ads and brochures, more relevant by bridging the gap with online mediums.  QR codes provide users with a way to respond quickly to an ad or piece of information (hence the term “quick response code”).

But after having just recently come into prominence, have QR codes already jumped the shark?  That is, are they becoming counter-intuitive?  After re-reading my last post, it struck me as to how silly it seemed to place a QR code on a webpage.  I mean, is reaching into your pocket, grabbing your mobile device, snapping a picture of the QR code on your screen and waiting for the page to load on your mobile device really faster than just clicking a simple button or link?

Take this QR code below for example.  This bad boy links directly to my previous post, both by scanning it or clicking it.  Which method would you use?

I’ve read that advertisers are going to start placing QR codes on TV shows and commercials.  It’s an interesting concept that might work in bridging the gap between TV and online, but will viewers really scan the codes?  Or will they ignore them and get frustrated that it is in the way of their show?

What about placing QR codes at the end of movies or movie trailers?  It’s not so far-fetched.  But will movie-goers really scan the QR code at the end of a killer trailer to immediately check out more information on that upcoming flick?  I thought mobile phones supposed to be turned off at this point during the movies?

Or how about this?

Guys, try and stay with me here. Apparently, Britain’s female beach volleyball champions are going to be flaunting a stylish new bikini bottom that includes QR codes to a gambling site.  This may seem like a good fit for a gambling company most likely targeting the male population, but honestly, how are people supposed to snap a picture of a volleyball player’s fanny while she’s constantly diving around the court?  Someone wasn’t thinking that one through.

In my opinion, marketers are going a bit QR code crazy!  Don’t get me wrong; QR codes can be very useful tools for both B2B and B2C marketers, and at times they can generate more excitement and anticipation than deciphering a Dan Brown novel, but maybe we as marketers are taking it a bit too far.

Do you think QR codes are becoming irrelevant in these new mediums? Do you have a QR reader on your smartphone? How can I explain to my wife that the photo above is merely research?

Hi. My name is Kristin and I’m a Groupon junkie.

I have been for at least two years now.
I admit it, I have a problem.

I feel as if Groupon was created just for me and people like me…aka bargain shoppers. However, even though the Groupon deals are a benefit to me, the shopper, I still often wonder how businesses make a profit when they are offering such outstanding discounts.

I understand that they “hope” the customer returns and buys the product/service again but at full price, however, what really are the chances of that? Looking back at all of the Groupons I’ve purchased – from massage specials, to restaurant discounts, to boot camp deals – I have yet to go back to any of the businesses after using my Groupon.

The other day I came across this article that brought up some really great points on how Groupon does not benefit the businesses using it. One main argument the author made that really struck a chord with me was #3, Groupon does not build loyalty. And, as I mentioned before, I’m living proof of that. His resolution to this and the other points he brings up – focus on YOUR CUSTOMERS.

This doesn’t solely apply to businesses using Groupon; it also applies to B2B marketers. Of course everyone wants to win that RFP and get the new business, however, sometimes it’s best to focus on your current clients and nurture them before seeking new business.

Attempting to gain a new relationship can use up more energy and take up more of your valuable time compared to building a current relationship. If you can retain a client and gain their trust, your workload will most likely keep increasing, resulting in more $$$!

Don’t get me wrong. I believe that business development plays a HUGE role in growing a company’s assets. However, I also think that more than likely, there is a lot of additional business to gain from your current clientele that you may not even realize.

My word to the wise – continue seeking out new business, however, don’t forget about your current book of business and the hidden opportunities you may be able to uncover.

Images courtesy allspentout.blogspot.com and etresvelte.blogspot.com

About three weeks ago, I was on vacation at the beautiful Del Mar beach in San Diego, California. Within five minutes of stepping into the ocean for the first time in years, I got stung by a stingray. If you have ever been stung by a stingray, it is an experience you won’t forget.

The sharp spine that contains venom-producing glands delivers a severe sting, and luckily I was only stung on my ankle. However, the sting has consumed my life in such a way that it’s had me thinking about a lot of things, including how this whole experience relates to B2B marketing.

As soon as the stingray stung my ankle, that fish immediately got my attention. I was in agonizing pain for a good 30 minutes where all I could think about was the pain. While I soaked my foot in hot water for several hours to help ease the pain, all I could think about was the stingray and how this all happened.

But where’s the B2B connection?

In B2B marketing, the importance of an effective direct sales force through distribution channels is critical. The type of sales forces can vary tremendously so it’s important that you deliver a dramatic yet effective marcomm impact (or sting) that will both get your prospect’s customer’s attention immediately and continue to stay in their mind (or in my case, foot). Your first customer touch point is your sting, so to speak.

A week after I got stung, my ankle turned black and blue, and I ended up in the emergency room. Turns out, I got an internal bacterial infection from the stingray and had to get treatment right away to avoid surgery.  Just when I thought the stingray incident was behind me, that fish got my attention again!

In today’s overloaded B2B marketing environment, getting the attention of decision markers and influencers is a challenge, which is why B2B marketers need to make sure they are using the correct B2B communication tools to keep the customer engaged in the product and/or service. One touch isn’t enough, you need to plan for that second, and third, and fourth touch throughout the sales cycle. Just like the stingray got my attention again, you need to keep getting your customer’s attention with a variety of strategic B2B marcomm tools.

My stingray damage.

As of today, my ankle is still a bit swollen and the wound is purple due to all the internal bleeding, but I am well on my way to recovery. I am never going to forget this experience and I’m sure it will be a story that I’ll tell my grandchildren someday.

In other words, when you’re trying to think of new ways to capture the attention of a prospect’s crowded day, develop a message (and a delivery system) that will stick in the back of the customer’s mind forever.

It is stingray season, so make sure to do the “stingray shuffle” in the ocean to let them know you’re coming. Unfortunately, I had to learn this the hard way.

Have you stung your B2B customers today?

 http://img850.imageshack.us/img850/781/stingraysting.jpg 

Did you know that Sunday, August 7th was Friendship Day? This is a holiday that was literally invented in 1919 by a greeting card company to sell cards (ahem…Joyce Hall of Hallmark).

Little did Joyce know that almost a century later the concept of “friendships” would be virtually re-defined. With the evolution of social media (Facebook, Twitter, LinkedIn, etc.) your friendships and B2B engagements take on a whole new meaning. Who would have ever imagined that you’d be friends with, fans of, or “like” a business?

This concept is becoming more and more critical in the B2B space. In fact, a recent study showed that people’s social opinions can influence business decisions. Plus in a recent B@B Magazine webinar I attended, the speaker, Rishi Dave from Dell, cited that B2B social communities are bigger than B2C communities. And B2B social communities actually drive leads, pipeline and thought leadership when implemented correctly and are embraced by the whole company.

News flash —some of your biggest social influencers are actually your company’s own employees. They can help work every step of the sales process and can help make B2B social communities successful, especially when an effective internal training model is adopted.

This got me thinking that the idea of a single Friendship Day is seriously antiquated — in today’s day and age, Friendship Day is everyday and everyone is an influencer.

Who are your favorite B2B “friends”?