june 2011
	tell the rest of the story with QR codes Recently Leibold launched it’s first national print ad in Brand Packaging magazine’s Sustainable Packaging issue. We used the opportunity to showcase our expertise in sustainable packaging, as well as communicating our clients’ green efforts through effective graphics.
	We also wanted to showcase the work we did on the Scott® Tube-Free packaging. Instead of trying to cram the entire story into a half page ad, we opted to use a QR code connected to a landing page optimized for mobile devices. This provided the added benefit of allowing us to use analytics to track the success of the ad. To ensure that all readers had the opportunity to see the story, we also included a URL that could be typed into a browser. This URL went to a different page, with more information and graphics than the QR code page, since those viewers would likely be accessing the page on a conventional computer. These specialized landing pages were not accessible through our website so we could keep the analytics “clean.” This allowed us to accurately gauge the overall traffic from the ad, and how many viewers entered via mobile devices vs. traditional browsers. QR codes, coupled with sound strategy, allowed readers of Brand Packaging magazine to get to know us while we were able to get information back on the effectiveness of the ad. Watching the hits come in was exciting and much more rewarding than simply placing an ad and hoping people saw it. We plan to continue the use of QR codes in future promotions and urge our clients to consider it as well.
			marketing with 2D codes 2D codes have started showing up everywhere, but they are not all created equal. Here's what marketers need to know about 2D codes: They are called 2D codes because they can be scanned both horizontally and vertically (unlike UPC codes which can only be scanned horizontally). The most popular – QR code – was invented in Japan in the 90's when all the Japanese mobile carriers agreed to include QR reader software on their phones. QR codes can be created by anyone, license-free, and most readers can be downloaded to any camera enabled smart phone for free. Other 2D codes have similar functions, but some are proprietary and others require payment. click here to view the codes
			irritating marketing jargon Best-in-class, thought leader, value added…blah, blah, blah. This type of marketing speak is used over and over in speeches, press releases and promotional materials. And let’s be honest, we’ve all used it at one time or another — shame on us. But, if you want to speak to your customers or colleagues in a way that builds trust and confidence, try to minimize your use of the following terms: Reach out - usually means call, especially when you have to leverage a relationship. Circle back - we screwed up the first time, so we need to come back and fix it. Best-in-class - once was an actual benchmark, now so overused it's meaningless. Human capital - is that our talents or our skill sets? Skill set - if you have the right mindset, can you develop the right skill set? click here to read more