Adding an Edge | Hardly Square

Marketing with Mobile Tags

Who says you can’t track print campaigns? The biggest complaint I hear from my clients is that you can’t track the investment of your print campaigns. You can mail out a million brochures, but you don’t know if your recipients are reading them. With digital marketing our clients can track their investment and see quantifiable results. Print campaigns lack this measurement and it’s hard to integrate them with digital campaigns. That’s why here at Hardly Square we’ve been working with Mobile Tagging. It’s an exceptional way to integrate offline and online marketing campaigns across web, mobile and print media.

Businesses can seamlessly connect print initiatives to interactive experiences by way of their audience’s mobile phone. Integrating a scan tag into print designs will allow for engagement at the maximum point of impact. Building in tracking, metrics and analysis tools to print campaigns give clients the measurement tools they’ve been asking for. Now our clients can make calculated decisions about their marketing expenditures.

There’s no doubt that it’s absolutely necessary to be able to pull reports on your print campaigns. Mobile marketing allows clients to do this. Now with that said lets get into the fun stuff, branding and customer interaction. Creating customer experiences that drive a deeper engagement while building your brand around an experience will add an edge to your marketing. It’ll be essential that your tags link to engaging and goal driven media. Your interactive media will have to first entertain your viewers and finally lead them to your specific goal. Influencing in-the-moment behavior and turning interest into action will capture the maximum amount of conversations.

I see Mobile marketing opening up new opportunities in:

• Package design
• Instructional booklets
• Store displays
• Trade show graphics
• Sales materials: catalogs, brochures, mailers, etc.
• Magazine ads
• Billboards

I could go on and on, but lets get to how it works. First you’ll need to have a tag reader on your smart phone. I use Microsoft’s Tag Reader. It works on nearly every smart phone. Search and download this free app at your app store. Once you have a tag reader on your phone you can scan the tag below to see an example of how simple and powerful this strategy can be. I’ve linked the tag to Hardly Square’s website. However, tags should link directly to actionable and more interactive landing pages. This will work for our purposes though. Scan away!