early Articles and Press circa 1997/98- see
It's an age old question - how can a Brand or
Product Manager get a product into the hands of a consumer and keep it
there for a little while?
A consumer told to 'enter the bar code at keyword.com' has to touch, feel, and look at the product - or if the bar code number appears on the coupon, at least spend a few more moments looking at the coupon.
If the 'reward' promoted (on the coupon or via other means) is enough to inspire the consumer, the consumer will then spend time looking at the product web page. All of this leads to increased brand interaction, brand awareness, and brand loyalty... at very low cost.
There's a great difference in the degree and intensity of consumer
To enter the bar code, the consumer must have
(or have had) the product in hand (since the bar code appears on the
product packaging), or at least come in contact with a promotional
Once a consumer can see and feel a product, the consumer is far more
likely to consider buying it - especially if the product packaging is
enticing - and in particular if taking it home includes the added bonus
of being able to enter the bar code for some reward.
Getting the consumer interested in a product, and interested in looking for it at the store, has far more impact than product sampling or coupons, if orchestrated properly and with some consumer reward.
Bar code promotions can do everything coupons do (and more)... provide incentives, motivate consumers to purchase, generate awareness, encourage trial of new or improved products, help maintain or increase market share, attract new users, build relationships, increase repeat purchases, reinforce brand-positioning, deliver advertising messages, enhance brand image, increase or decrease brand switching, move short-term volume, and gain trade support. The difference is that bar code marketing can do all of these things better and at less cost.
It's easy to
think of incentives for first-time purchasers as well as brand loyal
There's a huge difference between Bar Code promotion and coupon promotion - in the process, the level of consumer involvement, and other important aspects.
Coupons encourage consumers to clip them, find the product at the store, buy it at a savings, and relinquish the coupon to the clerk to redeem it. The life of a coupon is short and ends upon redemption.
Coupons are not a great deal of fun, they must be clipped, to
some they carry a stigma, and the greatest 'reward' typically involves
saving a few cents. The 'reward' at the web page could be just about
anything - and it could be ever-changing. The Bar Code Service number
can even be the coupon number, making the coupon more valuable and
Unlike a coupon, bar code promotion enables the
consumer to tell others about it, spreading the bar code promotion by
word of mouth. Not only that, but the bar code always produces a web
page (unlike the coupon that is gone when redeemed and/or becomes
With bar code promotion, a
consumer told to 'enter the bar code at keyword.com' - with incentive or
without - is inspired out of curiosity (if no incentive is offered), or
out of desire to obtain a reward (if an incentive is offered). Either
way, bar code promotion is targeted and product-specific.
Bar code marketing and promotion still works long after a coupon has been redeemed or expired since the bar code can be entered at keyword.com at any time - and the web page it generates can be changed forever.
By searching for the bar code number, the consumer spends far more time with the product than via a coupon. By entering the bar code, the consumer spends far more time on the web page it launches, receiving an impression that is more persuasive than any coupon could be.
Each bar code is unique to each product, yet keyword.com can enable a string of bar codes to launch a single web page - or - enable just the one specific bar code to launch one specific page. So JELLO could promote every flavor, or just promote the raspberry flavor (for example).
Bar Code Service enables retailers to take full advantage of their web presence without affecting the home page since any bar code number can launch any web page.
Sometimes the simplest ideas are best. Bar Code Service is a concept with legs that is easily implemented and works immediately without anything other than a computer and a product with a bar code.
What else can Bar Code Service do to help promote products?