Forrester recommends that technology marketers concentrate on the sources that yield the most influence and use social media to expand their reach, with the understanding that time spent on social media efforts probably will not yield great value in the short term.

1. Use QR codes on printed pieces:  “Quick Response Codes” do just what they say. A user views the QR code on an ad, poster, or the back of your business card using a smartphone app and the smart phone’s browser takes them quickly to a page on the web. Provide a relevant, meaningful, beneficial experience when a mobile user gets to your landing page through a QR code:

• Direct the viewer to a mobile-optimized version of your website.
• Show a digital business card including a photo and bio.
• Let the user RSVP to an event.
• Show a video or play audio.
• Show a case study or portfolio.
• Give an instant discount.
• Let the visitor sign up for a loyalty club.

Whatever you present should be a worthwhile and robust experience. Too many QR codes lead to a home page on a website with no special “bonus” for the QR viewer. And, track results by using custom QR codes for different programs to easily analyze the effectiveness of your QR codes.

2. Personalize it: Including a personalized URL (PURL) on a printed direct mail piece (or email) is a great way to get users to visit a site optimized just for them. Make sure when recipients take the time to type in the PURLs, that you have personalized their landing page. If you’re asking them to sign up for something, pre-populate the fields with their information and tailor images and your offer to their needs. This type of direct mail is highly trackable, and using PURLs can double your response rate on direct mail.

3. Do one-on-one social media marketing: With the cost of short-run digital printing falling, it’s possible to create highly personalized, hyper-targeted pieces to interact with your fans/followers on your social media sites in the real world. Consider asking for addresses from your loyal fans, and mail something valuable with a request for a follow-up. An example of a successful piece by Jeff Becker of ClientsFirst.com was a box customized with a PURL and personalized graphics containing iPod headphones and offering an iPod if the recipient would sign up for a one-on-one meeting with a company representative. The piece drew a 22% response rate and the business generated more than paid for the cost of the program.  In a Baylor study, marketers got a 75% increase in response rate by mailing something that was bulky or in a box.

Although print is not as big a marketing tactic anymore, make the most of printed pieces to integrate your offline and online marketing. Creating a campaign that incorporates both print and digital design can improve response rates and offer engaging online user experiences.

Scott Design earned a Gold Davey Award for its work on an Amazon.com application that helps Adobe customers select the best products for their needs. The Adobe-Amazon.com Product Selector is hosted on Amazon.com in the Adobe Store.

Scott Design received a Silver Davey Award for the Santa Cruz Chamber of Commerce website. The redesigned site has become the trusted source for information on local Santa Cruz businesses, services, news, and resources.

The Davey Awards competition is sanctioned and judged by the International Academy of the Visual Arts, an invitation-only body consisting of top-tier professionals from media, advertising, and marketing firms.

One of the reasons for including more online content is that the consumption of printed white papers, case studies, and product brochures/datasheets has declined. Podcast and video consumption has stayed steady, but respondents have increased their use of company web pages, e-books, social media sites, blog posts, and Flash or PowerPoint presentations when buying technology.

Corporate websites remain the primary location from which technology purchasers get information. One hundred percent of respondents to the survey reported reading company web content to evaluate a technology purchase. They arrived at the company website by searching (77%), through a link from a vendor email (46%), through a link from a colleague (34%), or via social media (19%).

Since search is so important to getting customers to this most influential channel, companies should make sure their websites are optimized for search, refreshed regularly, and linked to from all their other assets and communications.

To learn more about the study, register to download the free Eccolo Media 2011 B2B Technology Collateral Survey Report.

Our client’s challenge:

Adobe wanted a microsite as part of a celebration of the 20th anniversary of the release of the first version of Adobe’s Photoshop software. Adobe wanted to highlight the most important features and the developers that were involved in the 20 years since Photoshop was launched.

The Scott Design solution:

Scott Design developed a microsite that features an interactive timeline of Photoshop’s history. Users can either watch an animated presentation of the timeline or click to specific years to see product highlights. The timeline includes information about the history of Photoshop, the people who made the software, and the evolution of the interface and packaging. The site also features information to help visitors determine which Photoshop family product best fits their needs.

Awards:

Outstanding Achievement Interactive Media Award—Computer Software
Silver Emerging Media Award  — Microsite
Silver W3 Award  — Computer Software
Silver Davey Award  — Microsite
Silver Davey Award  — Landing Page

Our client’s challenge:

The Santa Cruz Chamber of Commerce had a long-term goal of redesigning and reorganizing its outdated website to better connect the Chamber businesses with the people who work, live, and visit Santa Cruz. The Chamber sought a new logo and brand identity that incorporated both the history and modernity of this local institution. New exciting and creative risks are taking place within the organization and the Chamber wanted to capture the spirit and imagination of its membership, and deliver more member benefits and results than ever before.

The Scott Design solution:

Scott Design redesigned the entire Chamber branding, from the logo to the website to the e-mails, and gave collateral a fresh, upbeat look. The site was updated to include new functionality, a cleaner navigation, and valuable SEO-optimized content. The site has become the go-to source for local Santa Cruz business news and resources, with visits to the site and page views more than doubling since the previous year. The new website, e-mail campaigns, and collateral have all helped attract new members.

Awards:

• Outstanding Achievement Interactive Media Award  — Non-Profit Website
• Award of Distinction, Communicator Awards — Association Website
• Silver Davey Award — Association Website
• Bronze Award, Horizon Interactive Awards — Non-Profit Website

Our client’s challenge:

Adobe participates in an annual education conference and wanted to unify their exhibits and handouts a fun and exciting theme. The event was held in Austin, Texas in the middle of the summer and would be attended by teachers and other education professionals.

The Scott Design solution:

Working with Adobe, Scott Design developed the “Camp Adobe” theme and marketing materials, including pre-event emails, event program, and event signage. The booth was staffed with “camp counselors,” visitors participated in a scavenger hunt, and all the materials were created with a summer camp theme. The materials provided a fun and engaging feel to Adobe’s booth at this yearly education event.

Awards:

• Silver Award, Summit International Creative Awards — B2B Campaign
• Silver Award, Silicon Valley ADDYs — B2B Campaign
• Silver Award, Davey Awards — B2C Campaign

Our client’s challenge:

LogLogic sought an overall rebranding, including a redesigned website, to more effectively promote its market leadership in Log Management and Intelligence. Beyond requesting a fresh, innovative look, easy-to-use navigation, and well-organized structure, site requirements included worldwide appeal to Enterprise and Mid-Market audiences and the inclusion of customer and partner video testimonials.

The Scott Design solution:

Scott Design developed a new web design and site organization that incorporated the vibrancy of a consumer site with the structure of an enterprise site to accurately present LogLogic as an innovative, fast-growing company and to help site visitors find information quickly. Scott Design also developed an online Flash demo to highlight product features and benefits. The content enables visitors to understand the LogLogic story in minutes and encourages them to dive deeper to learn more.

Awards:

• Award of Distinction, The Communicator Awards—Computer Hardware
• Silver Award, Silicon Valley ADDYs—B2B Website
• Bronze Award, Horizon Interactive Awards—Business to Business
• Silver Award, W3 Awards—Best Structure and Navigation
• Silver Award, W3 Awards—Computer Hardware
• Silver Award, Silicon Valley ADDY Awards—B2B Interactive Media
• Bronze Award, Summit International Awards—Product Demo
• Silver Award, Horizon Interactive Awards—B2B Website
• Bronze Award, Horizon Interactive Awards—Flash

Scott Design received three Communicator Awards in a competition honoring creative excellence among professionals worldwide.

An Award of Excellence recognized Scott Design’s work on the Photoshop 20^th Anniversary website, which details the software’s history and success. The website — featuring an interactive timeline — won in the Microsite category.

Scott Design also received an Award of Distinction in the Microsite category for the InDesign 10^th Anniversary website. The site celebrates the software’s past decade of achievement.

A second Award of Distinction, in the Associations category, honored Scott Design’s work on the Santa Cruz Chamber of Commerce website. That site provides a forum for local businesses to market their services, and it also keeps Santa Cruz area residents informed about news and events surrounding their community, local businesses, and the Chamber itself.

With thousands of entries received from throughout the United States and around the world, the Communicator Awards is the largest and most competitive awards program honoring the creative excellence of communications professionals. The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations, and identity work for print, video, interactive, and audio. Please visit www.communicatorawards.com for more information.

For the latest information on recent awards, visit the Design Awards page.