Carl Giavanti Consulting and Tamara Belgard of Sip with Me! are offering consulting and support for winery participants of the 2012 Wine Bloggers Conference. The conference is scheduled for August 16-19 in Portland, Oregon. The toolkit consists of identifying and following appropriate bloggers and online writers pre-conference; connecting with them during and after the conference with the goal of obtaining reviews and feature articles to promote the winery brand. Request the WBC Toolkit Service Package for more information, details, contact information and pricing.
I was enamored of the novelty of QR codes for small wineries when I wrote a related post in June. I still am. However, I’m hearing that scan rates are very low and consumers aren’t getting it. Who’s to blame?
A wine savvy social media technologist I know weighed in recently stating “Wineries are at fault”! But how can this be so? Even small wineries are coming online with QR codes, recognizing the use and importance of mobile devices.
Wait a minute! What’s obvious to us in marketing isn’t always so with consumers. I see QR codes as bridging the gap between traditional (print) and new (social) media, but just placing them in a print ad is not enough. Tell your readers to “Scan This!” next to the code and offer a specific reward for doing so. Make sure your landing page is optimized for mobile devices and has an offer with a specific call to action (not just your website). Eventually consumers will realize there are rewards at the end of the QR codes!
Technology is quickly affecting my expectations for delivery of information. I had an interesting experience with this recently in downtown Portland on my way to ‘Oregon Wines on Broadway’ for a client meeting. I passed an interesting poster for a live jazz event in Pioneer Square. I wanted to know more. The poster did not provide times for the concert. I quickly pulled out my mobile ready to scan the poster with a QR code reader to capture the landing page and concert information. What? No QR code? Would I have to manually type in the website while walking and running late for my meeting? I’m not necessarily obsessed with new technology, but once in awhile one comes along that just makes sense. The low rate of adoption, particularly in the wine industry surprises me as QR Codes bridge the gap between traditional and new media, and the applications are many, not to mention the potential for competitive advantage. Well, the obvious is sometimes obscure, and after all, we are early in the development of mobile marketing. More to come soon.