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  • Editing Team 17:12 on December 26, 2013 Permalink | Reply
    Tags: marketing,   

    Ad Agency Experiments With RFID-enabled Marketing Strategies 


    At advertising agency Allen & Gerritsen’s two East Coast offices, the traditional pencil-and-paper game of tic-tac-toe has been transformed into a virtual, two-city contest using digital displays and featuring images from staff members’ Instagram accounts, along with Xs and Os, via RFID readers and tags.

    The company has been testing RFID technology as one strategy to bring new consumer engagement to the world of marketing. But while its goal is RFID-enabled marketing strategies for its clients, the firm’s own employees are having fun with it in the meantime.

    The company’s research-and-development unit, A&G Labs, launched two years ago, has been experimenting with RFID and other technology innovations. Last week, the company installed an RFID system enabling players at two of its office to engage virtually.

    The game consists of a LF passive RFID tag attached to each playing piece, as well as RFID readers built into squares on the board that are linked to the Instagram pictures via A&G Labs software. As employees at the agencies play the new game, the company hopes to demonstrate to clients how RFID could bring greater excitement to marketing.

    The game not only brings staff members from the physically separated offices together, but also serves as a promotional piece for the agency’s technology innovations. Clients can view the game, while workers are being invited to create ideas around ways in which RFID could be used by those clients.

  • Editing Team 09:52 on August 16, 2013 Permalink | Reply
    Tags: marketing, ,   

    Coca-Cola Runs NFC Campaign in Australia 

    Coca-Cola-Tapit-NFC-Campaign-rfid-blogCoca-Cola is running an NFC marketing campaign in 100 Australian retail stores, with the aim of engaging consumers at the point of sale and driving downloads of its loyalty app.

    The promotion makes use of Coca-Cola’s existing POS marketing infrastructure, upgraded to include a Tapit NFC tag and a QR code in the participating retail stores. Customers who tap the tag or scan the QR code are able to download the correct Coke Clubhouse app for their type of mobile phone.

    “The Tapit platform determines their phone’s OS and takes them directly to the corresponding app store, removing unnecessary steps such as searching and thumb typing,” said Andrew Davis, Tapit co-founder.

    “The Tapit platform also allows Coca-Cola to understand how consumers are engaging with their POS marketing assets as when people tap or scan, the Tapit platform is collecting analytics such as time, location, frequency of interactions, tap versus scan, model of handset, operating system, carrier and browser type.”

    “The Coke team can simply log in to the Tapit platform and understand what retail locations and POS assets are working best or worst and update content to improve performance when necessary.”

    “The project will be live from now until the end of the year and we will be conducting research around consumer attitudes to NFC usage versus other mobile based engagement, such as SMS, QR, typing URLs, etc”, he added.

  • Editing Team 17:48 on February 21, 2013 Permalink | Reply
    Tags: marketing, , ,   

    London Pub Uses NFC for Social Media Marketing 

    London-pub-NFC-social-media-marketing-rfid-blogThe London-based Cavendish Arms pub has installed a platform which uses NFC and QR codes to promote the venue via social media.

    Customers can scan the QR codes or tap their NFC phones to tags located throughout the pub to connect through Facebook and get a special offer, such as a free drink. Each tap sends a message to their friends on Facebook and Twitter, telling them that they are at the pub and the current events such as the band or comedian performing that night.

    “The Cavendish Arms event planners can set up the messaging on Facebook, Twitter and email and schedule it to occur precisely when they want it to,” explains LifeSynk, the system provider. “Monday to Wednesday is the open mic comedy event, and when people touch their phones on these days, specific info about the comedy is shared. Then on Thursday is something else and the messaging changes to reflect what’s going on, automatically, using the built-in scheduler.”

    “Giving away a free drink sounds expensive, but for each person who interacts with the system means a reach of 250 or more per user because of the friends who are exposed to their customized message.”

    “Asking people to Tweet or check in at pubs is difficult, they just don’t do it and also the pubs can’t control or track what is being said. When using LifeSynk, the pub gets all the control and users will follow the steps required to get their incentive.”

  • Editing Team 11:37 on January 28, 2013 Permalink | Reply
    Tags: marketing, , ,   

    NFC Will Sweep Away QR Codes 

    NFC-QR-code-rfid-blogNFC (Near Field Communication) is going to change how retailers market to consumers as QR codes never were — just as soon as those consumers learn how it works. Although most Americans may consider NFC the same thing as mobile payments, that’s actually a misconception. Conducting a mobile payment is just one of its functions.

    The technology can be used in one of three ways:

    1. Peer-to-peer communication, as seen in the Samsung commercials, as people touch their phones together to exchange a song or other data.

    2. Secure card emulation, for instance, a hotel keycard with an embedded NFC chip that you tap on the door as opposed to sliding it in and out.

    3. Read/write, a catch-all for exchanging data back and forth.

    As more handset manufacturers release NFC-enabled phones, consumers are becoming more comfortable with the technology and will eventually be well versed in how it works. As this happens, retailers will be able to embed NFC chips into digital signage displays and other marketing materials to interact with their customers, said Mikhail Damiani, CEO of mobile marketing solutions provider Blue Bite.

    “There is a huge opportunity to use NFC to engage customers,” said Daminani, who used the example of an NFC-enabled poster. The customer merely has to tap his phone on it to get the value, which is usually something like a coupon or a piece of information — a much easier way for them to engage than to go through the multistep process of scanning a QR code.

    Some people may not use hard-to-use technologies such as QR codes, for they have to take the time to download the app, wait for it to load and then scan it. They might, however, tap their phones on a sign.

    Although the deployment of QR codes has skyrocketed in 2011, consumers are not using them and usage is stuck at about 6.5 percent.

    “Anything that makes you take out your phone, launch the app, wait for it, scan it — most people won’t use it.”

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