QR Code Basics

Just what are these black symbols?

They've been spotted on everything from buildings to business cards, wine bottles to detergent bottles, T-shirts to tattoos to Times Square. What are these strange looking black symbols that are appearing everywhere?

They are called QR codes – and are fast becoming a powerful force in marketing, thanks to the recent explosion of smartphones among consumers.

What is a QR Code?
A QR (Quick Response) Code is a 2D barcode that can be read by special software on a camera phone, usually as a free download on a smart phone. Depending on your QR code reader, once scanned you'll be redirected to a web page, call a phone number, see a message or video, receive a discount, or other action. The apps required to scan and read QR codes are free and have been developed to work with iPhone, Blackberry and Android phones.

What are some ways to use QR codes?
The information embedded in these codes can cover a wide variety of information, allowing marketers to really get creative. Some uses are:

• Video Promotions: This could include video product demonstrations, directions for assembling a product such as furniture, real estate home tours, movie trailers, music video, customer testimonials, and any other video message you can imagine.

• Maps and directions: Also known as geo-location, what better way to give directions to your business, event, etc.? Users simply scan the code and the directions are in their phone, ready to go.

• Social media and location-based services check-ins. Some of these sites also offer the option for you to include a special offer or deal to those who check in at your business.

• Get Likes and Follows: The name of the game is engagement, so a like or follow can create a long-term marketing opportunity. You can create mobile-friendly landing pages with Facebook like buttons or lead them to your Twitter page for a quick follow.

• Paypal for instant purchasing and donations.

• Extend brochure and packing information: Decrease or eliminate outdated marketing material by putting time-sensitive information into a QR code mobile landing page where it can easily be updated. You could also include a code to show more photos of your products or services.

• Business cards: Get them to scan code on your business card and your contact information is automatically stored in their phone.

• Get the phone ringing: QR codes can make a phone call. If you want to get the phones ringing at your business, you can create a code that will dial a predetermined number. QR codes can also generate SMS text messages.

• Point-of-Purchase displays: Since QR codes can lead to URLs, you can increase e-commerce sales by creating a code that will populate a shopping card with specific products. (Of course, you have to be sure that your e-commerce solution can handle that.)

• Conference signage: A code next to the name of the upcoming session would provide the full session description, speaker bios, and option to see if any seats are available and sign up for sessions.

• On invitations instead of RSVP cards: The code would take you to a mobile-friendly landing page where guests/attendees could RSVP instantly online. Remember, you could even include directions in a separate code.

• On cocktail napkins, table cards, etc.: The code could take networkers to a sponsor's site, allow easy signup and give sponsor a way to connect with people after the event.

• VIP access: Customers like feeling special. Create an intimacy with your customers by using QR codes to give them VIP access. This could include special discounts, contests or event information that can only be accessed by those special enough to get the special code.

The most important aspect of implementation of QR codes is that they are really a mobile gateway and should be treated as such. A QR code is not just another way to get people to visit your website. The can open a new line of customer engagement, give you a competitive advantage, and make you look innovative and cutting-edge.

Getting the most of our QR codes
One thing to remember: The QR code concept is still fairly new to the U.S. Before jumping into your QR code campaign, you might want to consider these tips that will help increase the ROI of your marketing efforts.

• Consumers are going to access your code content on their mobile phone. If your code is going to take them to a website, be sure it's smartphone friendly.

• Help people utilize your QR codes by telling them about free code reader apps that are available for them to download on their phones. Consumers love the word "free," so highlight that they can take advantage of this cool technology without spending any money.

Simply put, QR codes allow companies to engage their current and potential customers. Now is the time to thoughtfully build you next campaign to include QR codes. Southeastern Printing has the experts on staff who can help you plan your strategy and produce incredible printed pieces. Contact us today and let's get started.

Print Genius

Life seems more fast-paced and complicated than ever. Many companies are trying to do more with less – less personnel, less time, less problems and often less money.

The marketing department wants to ensure that all materials for each of your locations maintains consistent branding. The accounting department wants to reduce printing costs. All of your company's locations want their materials as quickly as possible.

You have been charged with managing your company's printing and you're looking for the most efficient way to do so.

We know that people are always looking for the easiest, most convenient way of doing business. You're trying to simplify your life in order to accomplish more tasks more efficiently. Right?

Are you ready to do just that and look like a genius in the process?

Southeastern's PRINT GENIUS is ready to make you look like one with our custom, web-based, print-on-demand supply chain management system.

From the convenience of your desktop, you can create customized collateral while controlling branding, reduce printing costs, and eliminate the inefficiencies of designing, printing and distributing marketing materials to your points-of-sale. The system also lets you track inventories, eliminate obsolescence – and even measure the ROI of your marketing initiatives.

Web-to-Print solutions, such as our PRINT GENIUS, have been compared to a drive-through window: convenient, fast service that makes your life easier. It can even be compared to and Automatic Teller Machine (ATM) because of the 24/7 availability

One of the biggest benefits, along with the convenience of 24/7 availability, is the system's ease of use. You have your own storefront site specifically for your print items. Your catalog of products can restrict who can order certain items, display special pricing, show inventory levels and more. Other benefits speed, error reduction, control and consistency. Of course, there is also the benefit of saving time and money.

Companies large and small save an average of 40-60% of their annual print budget. You'll completely eliminate wasted print inventory.

You preset your budget. Then branch managers, regional sales team, store managers and franchise owners can order printing directly, within your preset budget. The personnel you authorize simply select the branded materials they need, specify delivery, and pay online. We'll take it from there.

Southeastern will print the job on the most efficient press for the job, finish and deliver. We can print on a wide variety of substrates from paper to film, and offer many finishing processes from perfect binding to foil stamping to die cutting and more – all in house.

How much simpler can it get? Plus, you'll look and feel like a genius.

Southeastern Printing Wins Prestigious "Manufacturer of the Year" Award

We are highly honored to have recently received the 2009 "Manufacturer of the Year" award from the South Florida Manufacturers Association in our category of 126-200 employees.

For 50 years, the South Florida Manufacturers Association has been dedicated to advancing manufacturing locally, in Florida and around the nation. The "Manufacturer of the Year" recognizes and rewards excellence in ALL facets of manufacturing. There are approximately 15,000 manufacturers in Florida with more than 3,500 of them in south Florida. 50 companies were nominated and 12 were selected as finalists.

Southeastern was judged on the following criteria by the SFMA:

• Leadership
• Strategic Planning
• Workforce Focus
• Process Management
• Customer & Market Focus
• Measurement, Analysis & Knowledge Management

As Don Mader, CEO of Southeastern has stated, "This is a tremendous accomplishment for our company to be honored among our peers here in South Florida. The SFMA judging criteria is very thorough and extraordinarily professional. A lot of hard work by the dedicated individuals of Southeastern Printing, who pull together as a united team, have made us worthy of such accolades."

We invite you to have your next project produced by South Florida’s "Manufacturer of the Year."

One2One Marketing for Colleges and Universities

The era of mass production is over. If you are a school official looking for new ways to attract the attention of prospective students, current students, or alumni, what you need is one2one marketing. Now more than ever, your print materials need to be personalized to compel your target audience to take action.

What is one2one marketing?

One2one marketing focuses on an individual’s needs. You need to communicate to your target prospect how your product or service addresses his or her specific need. All communication must be tailored to fit the individual, who is very likely to look around for better options if you fail to create desire or meet expectations.

“We know what you want, and we have what you need”—this is the message that you want to get across. This personalized marketing approach is then repeated with each of your prospects, focusing on the ones who are more likely to forge a lifelong relationship with your company or institution.

How can colleges and universities take advantage of one2one marketing?

One2one marketing provides innovative ways for colleges and universities to increase the number of their students. Instead of saying “Dear High School Senior” on the salutation, you actually print your recipient’s first name. You work with a database that lists high school students’ interests, highlight specific academic programs or extra-curricular activities in your direct mail campaign. Keep track of the students who respond to your direct mail and create personalized URLs for them.

Design pamphlets and letters that have unique shapes, to make sure they stand out from spam and regular mail. You may even come up with campus brochures in different languages if you cater to foreign students.

On the other hand, when you print tickets to athletic events, give fans the option of buying a ticket with the photo of their favorite varsity player on it. When you send out invitations for an alumni gathering, each one is personalized to include photos from the recipient’s decade. Publish student and alumni newsletters with customized content. These are just some of the ways in which educational institutions can benefit from one2one marketing.

Isn’t that expensive?

Variable-data printing and cross-media solutions allow for customized marketing strategies that are actually more cost-effective for companies and institutions. 80% of your ROI comes from only 20% of your target demographic. Instead of spreading out your resources attempting to attract everybody’s attention, it makes much more sense to focus on that 20%. At the same time, print-on-demand technology allows you to create personalized content, without having to worry about excess print runs or warehousing costs.

Southeastern is the expert in one2one marketing

Southeastern Printing provides expert one2one marketing solutions for a wide variety of industries and markets. From database acquisition, print media customization, to monitoring customer response, you are assured to get the quality results and response you expect from a premier industry leader.

Is Your Company a Candidate for eCommerce/Storefront?

An eCommerce/Storefront system allows print buyers to request and pay for printing jobs using a web interface that connects them to the print service provider. If your corporation or organization depends on the steady production and use of various print materials, whether for internal use or as part of your marketing strategy, you should consider adopting a Storefront system such as Southeastern Printing’s “Storefront Magic” to streamline the process of acquiring printed materials and distributing them to your intended users.

Storefront Optimizes Print Media Production and Distribution

Let’s say that your business organization has decided to come up with a company brochure. This brochure has to be distributed by your franchise associates to their respective geographic market segments. If you had a Storefront service, your employees located at different branches/franchises can simply log on to a customized website to specify how many copies of the brochure they would need and when they would want the materials ready.

After the print request is approved, your print service provider takes over and delivers the expected output to your franchise associates. This allows you to conveniently track which marketing materials reach whom and at what time. No unnecessary phone calls, faxes, or emails in between. The print-on-demand system shortens your work turnaround time, minimizes wasting of resources from excess print, and allows for an internal billing system between you and your print service provider.

Storefront to Satisfy Specific Client Needs

A Storefront system also gives you the option to allow your registered users to make modifications in the final print output. For instance, you may allow your franchise associates to add local contact information and relevant photos in the brochure. Before they place their order, they would be given a PDF preview of what they customized. This allows your employees to make demographic-targeted modifications on your print media, without compromising your brand identity.

“Storefront Magic” from Southeastern Printing

If you are interested in acquiring a storefront system for your corporation or organization but don’t know where to begin, Southeastern Printing’s “Storefront Magic” is what you need. Southeastern Printing will guide you from setting up your e-Commerce service and customizing your user interface, all the way to providing technical support on using the system and training your employees who will serve as your site administrators.

Don't Let Color Mismatch Ruin Your Brand Identity

Color mismatch is perhaps the worst nightmare for print buyers. Maintaining color consistency throughout your marketing campaigns is crucial. Out of the thousands of colors discernible to the human eye, all it takes is one color mismatch, and the opportunity to establish and maintain your brand identity is lost. Your logo is YOUR identity, and colors must be absolutely precise and consistent, from piece to piece and run to run.

G7: The Standard of Printing in Color

Recognizing the need to deliver the most accurate and consistent color, Southeastern Printing invested in the necessary equipment and training of its employees to be able to achieve a G7 Master Printer Status. G7 defines the attributes that would make an image's appearance unique to the human eye.

For Southeastern Printing, this means complying with meticulous standards regarding color management and press calibration, as prescribed by IDEAlliance. For a company like yours, this ensures that you only get printed materials which appear just the way you envisioned them, regardless of when or how often you request to have them printed.

Advantages of Hiring a G7 Master Printer

The consistent visual appearance of your promotional materials from proof to proof and from proof to press saves you time and effort during the pre-press stage of your marketing materials. With every print run, you are assured that what you see is what you get.

Southeastern Printing is one of only four printing companies in Florida who have attained G7 Master Printer Status. By investing in resources and exerting efforts to meet IDEAlliance requirements, Southeastern Printing demonstrates to its valuable clients its unwavering commitment to provide quality and efficient printing services.

Cross Media Solutions: Covering All Bases for Efficient Promotions

Marketing should be designed to cover all promotional venues. If you want to make sure that your promotional campaign reaches your targeted audience effectively, you can’t just rely on a single medium to bring your message across. You need to integrate all information vehicles through efficient cross media solutions.

Cross media campaigns integrate the reach of various communication media—print, broadcast, and web—to bring a product or service to the attention of its target market. Cross media solutions use various channels like print ads, direct mail, email, personalized URLs, and the Internet in general to create consumer awareness.

A successful campaign is dependent on the right choice and the efficient use of various cross media solutions. You can start by identifying your organization’s goals, your target audience, and what you want your cross media campaign to achieve (e.g., increased sales, support for a new product, among others)

Every step is connected

When you come up with a cross media campaign, each part should be connected to the next. Your direct mail or email campaign, for instance, must point recipients to the next information vehicle. Direct mail or email campaigns are designed to contain a more targeted message and image than mass mailing so they are supposed to talk directly to the consumer, containing calls to action. They could contain a link to your company’s website, which will offer further information on the content of the direct mail materials. The idea is to encourage the recipient to go on to the next sales process.

This is precisely why cross media solutions are effective. They always contain a call to action. Getting positive responses is easier because each ad campaign is not limited to encouraging the consumer to buy a product. It piques the customers’ curiosity so they get not only quality service from your business but also relevant information.

Choosing cross media solutions

It would benefit your business more if you utilize cross media solutions from a company that specializes in this area of marketing. You want your marketing campaigns to be handled by an authority in the industry—someone who knows the comings and goings of efficient cross media campaigns.

Some of the factors you need to consider when selecting cross media solutions include quick turnaround time, the technology used to come up with the campaigns, efficiency of the campaigns, and ease in tracking response rates from the target market. It’s important for you to work on a campaign where each area can easily be monitored so you can track its performance.

Southeastern Printing is a premier provider of integrated marketing services. The company is constantly incorporating innovative technologies and creative resources to adapt to the changing market and consumer attitude.