Overview of how Cross Media can have a direct result upon your bottom line.

1. Marketing initiatives using QR codes
WHAT QR CODES DO:
QR codes provide an interactive outlet for engaging consumers.
AIM:
Increase consumer loyalty awareness.
CHALLENGE:
In a world where consumers are overwhelmed with marketing clutter, beverage manufacturers
and distributors need to aggressively seek out solutions that position themselves as category
leaders and a brand worthy loyalty. A number of different channels can accomplish this but a
popular choice today is to invest in a technology that provides a more interactive outlet for
engaging consumers.
HOW:
One of the newest mobile marketing initiatives is QR codes. QR codes are two-dimensional
barcodes featuring URLS that drive users from printed material to the Internet and quickly
connect print marketing initiatives with an interactive response, allowing static messages to
become a hyperlink to just about anything –print-to-mobile-to-web messaging. Leaders in the
beverage and alcohol industry already are taking notice of the benefits QR codes can provide to
their marketing initiatives and incorporating them as a medium to leverage their signage.
THE PROCESS:
It’s simple. Consumers use their Smartphone’s to take a photo of the barcode placed on a
poster, ad or display and through a pre-downloaded QR code reader application on their
phone, are immediately take to the Internet without having to type in the URL personally. The
information embedded in the QR code will launch the mobile phone’s Internet browser and
connect the consumer to a pre-designated site selected by the brand.

2. EXAMPLE:
A recent example of a beverage manufacturer incorporating QR codes into its marketing
initiatives is Heineken, which placed these QR codes on all packaging, including six-packs and
12-packs. Consumers who scan the code can win a free application, music download, T-shirts
or guitars. Other companies can choose to use the QR codes on a smaller scale – simply
directing the consumer to a website with recipes or pairing advice for a wine or liquor. The
creative possibilities are endless.
USE ON P.O.P., FEATURES AND BENEFITS:
1. Greater level of connectivity with consumer that is not available in traditional ads or
other marketing pieces.
EXAMPLE:
A tequila manufacturer may include a QR code on it’s POP materials so that when the
customer scans the code with a Smartphone, they are taken to a website containing drink
recipes using the tequila, or a site listing various food items which would complement those
drink opens. This increased consumer engagement and ability to connect with consumers on
a deeper level can help strengthen the dedication to that particular brand.
2. Advanced traceability and tracking options –it is possible to know the number of scans
per day, what time those scans took place, the type of device being used to scan the
code and even the location each scan took place. This can help to see what’s selling
and what’s not.
3. Guage consumer interest at quicker rates – QR codes allow companies to connect with
consumers in real-time and guage interest in a particular product or campaign
IMMEDIATELY.
EXAMPLE:
A beverage manufacturer could integrate a QR code onto a promotional poster announcing a
contest to win tickers to a local tasting event. By monitoring how many consumers scan the
code and enter the contest, the manufacturer has access to real-time feedback on how well
the campaign is being received by the consumer.
4. QR codes serve as a bridge between P.O.P. displays and brand’s mobile campaigns. The
display becomes an interactive experience for the consumer and delivers relevant
content immediately.

3. 5. QR codes provide a unique way for brand distributors and manufacturers to create
dialogue with their consumers.
6. QR codes provide a visually enticing appearance which can be integrated into displays
and signage. This in turn has the ability to spark curiosity, making the consumer stop
and take notice of the promotional materials while in-store.