Encouraging Online / Offline interaction
For you it can be an indicator of the efficacy of your offline marketing. For the customer It can be an efficient way of accessing additional information, instructional videos, supplemental downloads or registering with your company.
The right incentive is the key to encouraging online/ offline action.
How useful is the additional information? Can you offer discounts or special offers to those who interact? Give your customers a really good answer to “Why would I bother?”
There are a number of ways in which you can do this yourself: here are a few ideas:
- Google us! Keep it really simple and using a well chosen keyword, encourage people to Google your organisation for more information. I have met people with relatively unique names whose business cards contain only their names. Google Goggles is a visual search tool available on smart devices which allows users to point it at any object (or logo) using it as a starting point for search.
- Develop a custom hashtag for your brand or event and share associated content on Twitter. This is a cinch but I only would recommend it for you if you are already an experienced user of Twitter with an established Twitter following. This is particularly effective for an event for example #dontconf. The one downside is anyone can include content in your hashtag for their own purposes so you may feel somewhat hijacked if this occurs. It is rare unless you are running XFactor so please don’t let this put you off!
- Encourage checkins: both Google and Facebook allow users to check in to Pages where location details are included on their pages. Foursquare is also popular among a fervent minority but has an advanced system for business users and is a highly socialised platform for users. The key to offering special deals on social networks is to ensure all frontline staff are very aware of the situation. When a customer brandishes a phone saying “I’m Mayor. Please give me my free drink” your staff need to be right up to speed on the offer and its terms and conditions. A key aspect for businesses to realise with regard checkin culture is to ensure you have claimed your business on these networks even if you haven’t got the resources to manage anything beyond this. Allow conversations to occur that include your venue location and you never know how it might pan out.
- QR Codes are very easy to generate and there are stacks of sites out there that will allow you to do it for free, such as bitly. Here’s an example of a QR Code that links to an article on my blog about apps to help you keep fit and healthy. https://bitly.com/wUdA1t.qrcode It took me all of 2 seconds to generate this. From now on I could include this on my business card, fliers, posters etc and track its use through Bit.ly’s free stats service or through Google Analytics. The one downside with QR Codes is that the jury is out on whether punters use QR Codes at all so ultimately any results will only be an indicator of a tech-savvier minority among your customers.
- Shorten and brand. Using a URL shortening service like bitly you can customise your links so they make a little more sense. Include these on your offline marketing and used Bitly’s extensive stats to see the uptake. Go one step further and create your own “branded” custom short URL.
If any of the ideas above appeal to you and you would like more information please feel free to get in touch with Pixel Design to discuss in more detail.