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Illustration on geo-fences

Geofencing

Geofencing is the use of GPS satellites, Bluetooth or WiFi to create a virtual boundary around a specific location from which you can trigger an event for your mobile device. This technology has been used in apps to help parents locate their child or lost pet and in professional environments to communicate location with employees working in the field. Imagine you’re driving home from work, caught up in the details of what happened at the office, keeping an eye on traffic and you forget to make that stop at the grocery store to pick up what you need for dinner that night. Here’s how geofencing can help. As you’re approaching the exit ramp to the local grocery store, your phone is tracking your location and it also gets a signal that a grocery store is nearby. Your phone then alerts you with a reminder to pick up dinner. Grocery store owners, you can go a step further by sending advertisements for your store and specials as a prospective customer enters your geofencing area. A customer who would normally stop at…

Fast food logos using bright red and yellow.

Color Psychology in Food Marketing

You may have done a color analysis at one time to determine what color wardrobe you look best in. But have you thought about how colors affect the way we feel about the food we eat? Color psychology has been used in marketing for a long time. For example, red is the color most used by fast food chains, followed closely by yellow and orange. Yellow and orange are colors that make people feel hungry. The color red is associated with emotion and passion. So when one sees red combined with yellow and orange, they become passionately hungry. Green and earthy tones for usually used for eco-friendliness, natural, organic, healthy food choices. For those who are conscious about healthy eating, these colors are appealing. For the meat, potatoes and gravy guy, maybe not so much. White represents purity and cleanliness, but it can also appear plain and sterile so marketing with this color needs to be done carefully. Black signifies elegance but is not very appetizing. If you want to use a dark color, go with dark brown instead. Blue…

photo of eye tracking device

Eye Tracking for Website Analytics

I was reading an article recently about eye-tracking systems that are being used in the gaming community. While someone is sitting in front of a computer monitor or other electronic device running a video game, this tracking device can see where someone is looking or see the motion of an eye relative to the head. Eye Tracking has been used in industries such as automotive, medical, aviation, psychology and the Department of Defense. This is also the same technology Google used for Google Glass. Considering its capabilities, I can also see where it would be helpful in the area of website analytics and user behavior. We currently use Google Analytics to track on each website where users are going when they come to a website. We can see what page they begin their visit on, what page they exit from and each page they visit in between. We can also see how long their visit is on any particular page. With some extra effort, it is possible to find out what links are clicked on. The information we are not…

National Retail Federation - Retail's Big Show 2016

Coffee with CART: 1/21 Recap

In last week’s Coffee with CART, Schuyler and Sterling reflected on NRF (National Retail Federation) 2016. Among the companies represented at NRF was Amazon. Amazon is not a brick-and-mortar company, however, retailers can no longer think of only brick-and-mortar stores within their zip code as their competitors. Their competition now includes everyone, due to the rapidly growing world of online shopping. Online shopping is the most trending retail business today. According to Retail Dive, what is driving the transformation most is the Internet and mobile technology, the rise in millennial spending power, the empowerment of the consumer and the impact of globalization. Robin Lewis, CEO of the Robin Report, said “We are right now in the middle of the biggest, most profound transformation in the history of retail.” Many brick-and-mortar retailers are feeling challenged by pressures of sales growth, but hope is in sight. Brick-and-mortar businesses have at least one advantage, and that is their stores, themselves. Shoppers are surrounded by atmosphere and friendly face-to-face customer service that the Amazons of the world cannot provide. Another topic was on how…

traditional marketing versus inbound marketing

How Marketing is Changing, Yet Again

I recently attended a webinar presented by Hub Spot, where they took a look at what will drive marketing success in 2016. They discussed how buyer behaviors have changed, and as a result advertising has changed. In 2007, Apple introduced the first ever iPhone. Back then, mobile did not even factor into website design. Today, mobile browsing exceeds desktop browsing. Another change is in website security. Heightened security has become more common because website attacks are happening more now than they used to. Not surprisingly, advertising has changed. TV commercials, direct mail and phone calls are all traditional ways to reach the consumer. But 86% of TV viewers skip the commercials, 44% of direct mail is never opened, and there are 200 million people on the Do Not Call list. So what can you do when advertising becomes less effective? Create content that can be found on a search and that will stay on a search over time. 70% of traffic comes from old content. If you are spending money on content, make sure it is only the very best…

Example of pop up box to get customers to sign up for eClub.

Using a Modal Window or “Lightbox” to Grow Email List

When we built a new website for Warehouse Market’s 15 stores in the Tulsa area, they also asked for an email marketing program. In order to allow customers to sign up for the email distribution list, we included a promotional graphic and a signup form on the website. To make it more apparent and easy to sign up, we created a “lightbox” popup form. After the customer is on the website for a few seconds, they will see the form show up, giving them an opportunity to sign up before going any further. If they choose not to, they can close the popup and continue viewing the website. The popup won’t show up again for another 24 hours. However, the customers seem to be ok with the popup. In fact, many must be using it. There were 600 customers who signed up for the email program within the first 3 weeks the website was up, and they have continued to collect approximately another 100 signups each week.

The Roasterie golf cart
InLisa

How Big Brands Collaborate

I recently attended a Coffee and Design meetup where three local organizations talked about collaboration. Although the title of the discussion mentions “Big Brands”, these three organizations do not consider themselves big. They do not feel big. Their brands are well-known locally, but when compared with large organizations within their markets, they are among the little guys. Having that small company mentality has its advantages. Yes, they each have become a big brand in Kansas City, but they remember what it was like to truly be a small organization, when they had to wear multiple hats. A smaller company has more flexibility, creativity and authenticity. They have more opportunity to collaborate, comparing this collaboration to a “jam session” among musicians. The Roasterie goes so far as to say, “We want to be the supporting cast. It’s not about us. We want to help support other organizations like Sporting or Hallmark or Jasper’s.” Although Boulevard Brewing Company and Sporting KC each have regulations to follow, they feel they have less red tape to deal with than what large corporations do. When…

Coffee with CART: 9/17 Recap

Amazon’s Latest Growth Strategy Amazon wants to deliver fresh produce and wild seafood from farmer’s market to your door within 36 hours. Amazon has been aggressive recently about expanding its presence in the food delivery sector. Are they throwing too much against the wall? Is this a growth strategy or are they simply experimenting? Heineken Picks up the Tab Heineken USA partners with Gratafy and buys Facebook and Twitter users a beer in hopes of expanding its customer base to Los Angeles, San Francisco, Chicago and Houston. A customer of legal drinking age can enter their smartphone’s number to get a link sent to their phone. They then click on the link and select “choose a bar.” The user is asked to allow access to their location information, which is used to order up the list of bar options near the user’s location. After the bar is chosen, the user receives a code, which can be exchanged for their free Heineken. Ad Blocks Retailers need to be online. That’s where their shoppers are. But what part should they play in…

YouTube logo

YouTube for your Small Business

According to TJ McCue, who wrote the article, “30+ Ways To Use YouTube Effectively”, YouTube is a terrific way for small business owners to compete with the big brands. Today’s consumers prefer reading small chunks of text and they love watching videos. Watching a video is easier than reading a text-based advertisement and it is more appealing for the fast-paced digital community of millennial shoppers. A high percentage of online audiences are known to interact with videos. Click through rates are always higher for videos than they are for banner and text ads. While video production can be expensive, it doesn’t have to be. Although we are more entertained by big productions, I’ve seen several decent looking videos on the Internet, recorded with someone’s phone or digital camcorder. If you’re recording a demo in the store with the camera staying stationary, your video may likely be internet-worthy. Some ideas for what to post on YouTube include: TV spots to advertise weekly specials, services or a rewards program Cooking demonstrations Tips from the butcher on how to slice the different cuts…

wall electrical socket with WordPress logo

There’s A Plug-in For That

In reference to mobile phone users, you may have heard people say, “There’s an app for that.” In the WordPress world, you may hear, “There’s a plugin for that.” At the recent WordPress Camp in Kansas City, some of the collaboration included conversations on plugins. Do you need help backing up your WordPress site? There are plugins for that. If you don’t care to use comments on your website, disable them. If you do think comments would be helpful, be prepared to get a lot of spam, although you can use a plugin called Akismet to help control spam. Videos are a popular form of media on the internet. If you want something more custom-looking on your website to play videos other than embedding Youtube, you can select from video player plugins. While plugins add to the functionality of a website, it is not wise to use more than a few plugins on one site. Having too many increases the risk of them conflicting with each other and not being able to keep up with the many updates that are…

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