Welcome to the last Friday5 blog post in 2011. Thanks for all creatives who took part this year. We will continue this great opportunity for blur Group’s Exchange members to promote themselves in 2012. Today, we concentrate on Eva Tordera Nuño.

ONE: Eva, you say that you are enjoying having your own firm. What do you think is the biggest challenge of doing this? And how do you manage it?

Establishing my own firm in Finland, coming from Barcelona, the biggest challenge is definitely getting in touch with potential clients and also contacting bigger design companies whom I would like to collaborate with. In Finland design is very important and communication works differently than where I come from. That’s why I had to investigate on what would be the best way to approach the companies to present myself and I came up with an origami tree that contains my portfolio. You can see it at molbe.fi (Pic of the week 48/2011 and 50/2011 and also at vimeo.) I delivered the tree in person and it has worked quite well!

TWO: You design exhibition panels. What are the main rules of designing these?

The main thing when designing exhibition panels is to have a clear idea of the exhibition space and where are the panels going to be placed. After the size and material are clear you can start doing the graphic design part so that they are connected with the style of the exhibition, easy to read and understand, and if possible they should combine images and text. The difficult part is to convince the client that too much text becomes a problem for the visitor. In the part of Finland I live in all the panels must be in Finnish and Swedish, so double the amount of text has to be considered from the very beginning in a way that the panels don’t get too crowded. It’s necessary to mark the difference between the two languages and you can do that by using different colors for the text, or different typos or just creating independent spaces for each language.

THREE: What’s the best exhibition display you have seen?

One of the exhibitions I remember because of its panels was in CCCB (Contemporary Cultural Center in Barcelona) called Post-it City. Occasional urbanities. There were two kinds of panels: wall panels (actually it was text and frame sticked to the walls) that introduced each of the cities, and then actual tables framed on thin metal that would exhibit pictures. All very clean, organized and beautiful. The exhibition was vast and still it was easy to follow and it kept my interest all the way.

FOUR: The second area you concentrate on is photography. You do photos of food, nature, people and products. Do you use the same camera or do you have different ones?

I always use the Canon 5D Mark I and I have a wide range of different lenses to suit the purpose of the picture. To me it’s very important to have a wide angle lens for landscape and architecture photography, 50mm lens for events photography, macro lenses for food, small animals and object details and also some telelens to reach the places I can’t approach by foot. Also a 100 mm lens for portraits.

FIVE: Tomorrow is Year’s Eve; do you have some  tips for good celebration photos?

Well, depending on where you are… If there happen to be fireworks try a tripod and long exposure to get pictures that reflect the movement of the fireworks, you’ll get some kind of abstract paintings.

BONUS: Where will you celebrate New Year’s Eve?

I’ll be celebrating it in Tona, a small village close to Barcelona. I usually use these holidays to be with my friends and family.

Do have an exhibition planned but no design for it? Submit a brief and we will contact you to talk about it!

This Friday we present Virda Tasani from virda.com. She is one of our Exchange members at blur-designs with a huge range of creative work.

ONE: Virda, you’ve done a bachelor degree in Graphic Design and a diploma in Multimedia Design. Do you think it is possible to teach creativity?

I think creativity can be stimulated, but not learned. You could trigger and inspire people to be more creative, but not necessarily teach them. I believe creativity comes naturally from within. It is like intuition. And I think of creativity as a gift or talent. Everyone has it to a certain degree, no matter how big or small. Schools and courses help us to ‘unleash’ our creativity and train us how to ‘utilize’ it properly.

TWO: What do you think is going to be the most sought-after design asset in 2012? Banner ads? Websites? Mobile ads?

I think banner ads & websites have been in demand for these past few years and I think they still will be. In comparison, mobile ads will be more sought-after than they were in the past.

THREE: What program do you recommend for Ad Banner Designs?

Photoshop for static & animated gifs and Flash for interactive banners.

FOUR: You’ve been involved in Product Naming projects. How important is the Name of a product for its success?

The Product Name is definitely very important. It is the first impression that people get of a product. Before people start to use  your product and know the benefit of your product, the product name initially implies its value and position. So it is absolutely very important to have product/service names that are inviting and appealing, motivating the customer to know more and buy.

FIVE: How do you get your ideas for the Product Names?

Firstly, get to know the product, what it offers, who is the target market and then identify intended positioning of the brand. Whether it needs to sound corporate, fun etc or something in between.

By knowing the goal, we start brainstorming for keywords that could be associated with the products. The name needs to be distinctive, unique and relevant to the brand. Another important factor in product naming now is whether the domain name is available, which makes product naming more challenging now than ever.

Where do I get the ideas for the names? It is from the brainstorming process and it could come from anywhere, from dictionary wordplay to something that I found on the streets and even from daydreaming or night dreaming sessions, when I sometimes have AHA moments.

BONUS: What do you think the world would look like without brands?

The world without brands would be like a world filled with people who had the same face. There would be no distinction and uniqueness. If brands didn’t exist, it’d be an awful, bland & boring world.

Do you need a name for your new product or amazing ad banner designs? Brief the Exchange and our brief managers will contact you!

Today we concentrate on LucaSebisDesign – our first interior, store and stand design partner interviewed at Friday5.

ONE: Where did you get your inspiration for your designs?

Every one of my projects is takes it form from everyday life, from unexpected things. For example: In the morning at the cafe with my cappuccino, my eyes are twisted around every color and forms of all the bottles of liquors and my mind start to work, so from nothing ….BANG !!!!!!!  My project is there. Off course that’s not all, collecting information and really deep study of design are fundamental. And personal” touch” is a must. That is the difference between routine designers and exceptional designers.

TWO: One of the areas you concentrate on is store design. What’s in your opinion the upcoming design trend in this sector?

Shop projects are the “bulls-eye” of LUCASEBISDESIGN. We try to get inside our customers’ minds  before my hand goes anywhere near my pencil. We try to take the costumer in the Creative river: from the source of the first scribbles, to the “estuary” of the realized project. Every “guest” asks for a different idea, and it’s our job to realize this idea in line with consumer trends. I’d say that simple lines, utility, and saving money are the most popular trends right now. Extravaganza is dead.

THREE: What software do you recommend for store design?

Thw world of software is better for global communication. If you can’t use it, you are dead from the beginning. The most common choice is from “autodesk” with programs like Autocad and 3D Studiomax. They’re excellent of course, but really hard for professionals to use.

FOUR: You also design stands. What are the top things you think about when you design a stand?

Communication, Visibility and Innovation. Communication: A stand is made because it needs to to communicate something about the product. Visibility: A stand needs to stand out from the others in a big market. Innovation: Because normally we try to use new technology to make the difference in our stands, like LCD or touch screens technology.

FIVE: Does the financial crisis influence the design of stands for appearance in trade-fairs? If so how?

Happily, the financial crisis didn’t kill the market.  Communication and promotion are more important than ever. We try to look the costs, try to use a lower cost material and no more special effects and extravaganza.

SIX: What is the most interesting project you have worked on?

Every project is different and is always something to learn from. Something I’m really proud of is my first stand I made in Shanghai, a long time ago for a big Italian mattress company. It was my first international job and was really appreciated. For me, recognition is the best thing after a big work.

BONUS: You were born in Florence, Italy. Why did you choose London to work?

I want LUCASEBISDESIGN to be bigger than Italy and me. I picked London for the cosmopolitan aspect and the variety and creativity in everything. In conclusion, London was the best city to expand my company and my ideas.

Do you need a stand for your next trade-fair appearance or do you want to redesign your store? Submit your creative brief and our brief managers will contact you!

“Be the first Friday5 of 2012″ All marketers at blur-marketing.com has the opportunity to win the participation in the first Friday5 blog post of 2012. All you have to do is to find as many people you can to join the Exchange before New Years Eve. Good Luck!

This Friday we introduce BOOM Interactive, another great designer from blur Group’s Creative Service Exchange. In this week’s Friday5 blog post, we concentrate on the trends of Gamification and Interactive Videos.

ONE: Alan, you focus a lot on interaction. How important is it to interact with customers through social media nowadays? And what are the most important platforms for doing this?

Interactive… it’s what it says on the tin! Yes interaction with customers has always been vital for increasing the success of any business.

As important as it has been offline then it figures that it will be no different online. Whether this be through social media channels, the web or of ever-increasing importance, through mobile, which is quickly becoming the preferred point of access for most digital content, including social media. All platforms are important and companies should look to a multi-channel approach.

How they weight their time and resources (Facebook, Twitter, LinkedIn, Youtube, Flickr, Blogs and the plethora of others), depends very much on the nature of their business; the profile of their customer and what they want to achieve as a result. A well-thought out and consistent strategy over time with return on investment as the key driver is paramount.

TWO: You created a mobile game app for the Ferodo Race Challenge. Do you think the potential of mobile game apps is fully exploited yet?

We haven’t begun to scratch the surface when it comes to mobile, games or anything else for that matter. The more intelligent and ‘in-touch’ brands are realizing this and shifting the emphasis of their digital activity towards mobile because that is the one device that connects to an individual all day every day. And with Apple’s introduction of Siri, the not-so-distant future will be jaw-dropping and somewhat science fictionesque!

Games are a great way for businesses to engage customers in scenarios that entertain and this is playing out with the results of content strategies involving ‘Gamification’ – turning any digital content or website into a game. Everyone relishes a challenge; we all have a competitive streak; and I’ve never met a person who doesn’t like being recognised, rewarded or winning a prize!

A game is one of the most effective ways for a brand to continually interact with audiences around activities they consider as enjoyable entertainment and mobile is definitely the way to go.

THREE: You offer interactive videos as well. What are the business sectors which can profit from this young technology the most?

Creating and publishing video content is hugely important for ALL businesses and organizations because it is easier, faster and more enjoyable for audiences to consume. If it weren’t so, we’d have bulging bookshelves in the corner of our living rooms, not slim line plasmas! And now that we have YouTube and the fact that Google owns it! – Video has never been more important. The big G puts 50% more emphasis on video-related keywords than it does with all others! No surprises there so make sure your business video content is laden with keywords and you upload the text-based script with it when you publish…. Google just loves that! Interactive videos are a natural extension and when created correctly offer some of the most engaging and immersive of all digital experiences because you involve the audience and make them part of the play.

FOUR: What tool could you recommend for creating interactive videos?

There are many, each with their pros and cons. I tend to leave that bit to the techs but the best interactive videos, I believe, involve real people shot in a green screen studio with post-production in 3D modelling and rendering software such as After Effects, 3D Studio Max, Cinema 4D with a bit of Flash thrown in for delivery. Obviously you can bypass the human element and stick to the digital creation but then I think you miss a trick, as it can be perceived less personable… and ‘real’ if you’ll pardon the irony – Depending on what you’re trying to do of course and why?

FIVE: And what are the Top 3 things you have to consider in creating an interactive video?

For the creation and production process it would have to be a compelling concept; a well-defined storyboard; and the skill sets to execute it effectively. If there’s a business point to it all then the 3 for me would be:

How does it align with the business objectives?

What’s the engagement/interaction and why?

And what’s the likely pay-off?

Everything has to generate a return of some description otherwise someone’s wasting time and money.

BONUS: Your Favourite Designers are Leonardo da Vinci and the Designers from Apple. That’s a funny combination. What do you think Apple can learn from Leonardo da Vinci? And what do you think da Vinci would be doing if he were alive today?

I think it’s BOOM’s Italian heritage and our affection for all things ‘cool!’ But seriously though, given da Vinci’s relentless explorative mind, groundbreaking creativity and invention, combined with his skills as an engineer, I think Apple is already learning and being guided by one of the great masters of the past. And if ‘big beard’ was alive today I hope he’d have been up there with Sir Jobs at the helm… perhaps Steve was da Vinci…!?? Now that IS a wonderful thought upon which to finish!

Do you need a Game programmed or an Interactive Video for your business? Brief the Exchange and our brief managers will contact you. And send a email to andreas@blurgroup.com if you want to promote your work through the Friday5 blog as well.

Hello there… Welcome to our twenty-second edition of Friday5. Today I will introduce you Junnar Orioque, Senior Graphic Designer from Manila, Philippines.

ONE: Junnar, you are the first designer from the Philippines who takes part at the Friday5 blog. What are the main elements of Filipino design?

Actually it’s not the elements in design. It’s the Filipino traits in creating design. Because I have recently observed that all young and old designers here are on par with other designers in the world. We are pretty much up to date when it comes to style, techniques, and creative process. Filipinos always takes pride in what they are doing and many designers here have specialized their skills. From freehand painting, Illustrating or painting to hard core web designing and coding.

That’s why many are outsourcing here coming from the other parts of the globe. In terms of Communications, since English is like our second language, we can easily understand the instructions given to us.

The current trend here in the Philippine scene are that the designers creates Design (Specially for T-Shirt designs) based on our local social traits plus adding an edgy and witty design. A great example of this is Team MANILA. Their company logo is our National Hero only wearing a sunglasses. They are pioneers, creating a new look for our culture from the perspective that Filipinos should be proud of who we are and what we were.  I can say it’s more on the attitude in creating the design that makes our design unique.

TWO: Your design skills include product artwork. What are the top 3 facts you have to know about a product before you create a design for it?

Here are the things you must consider in creating a product designs.
1.    You have to imagine the finished design stocked in the supermarket or the grocery store, will it stand out? You must think and position yourself as a consumer and think what will catch your attention.
2.    Color.  In the market you must think a way to catch the attention of the consumer. Color is the best way to do it. You must do a market research to be able to know how your product will be attention getter. For example, A Floor wax product is always in red color, Imagine if you would create a Red color label design product and when it is place in the shelves along with the other Red Products your design will just blend in. So think of a good color for your product design.
3.    Functionality.  Labels are not just designs. It’s a way to protect the Product and you must plan a long term safe keeping it in shelves. Consumers always catch the attention of a good packaging. If it’s new to they eye and he grabs your product your design is a success.

THREE: What’s the most interesting product you’ve done work for?

One that pops into my mind is a product called BIOPATCH. It’s a white patch thing that you put on the sole of your foot before you sleep and next thing in the morning after you remove the patch from your foot you will see that it absorbed your body toxins. (I have uploaded on my portfolio here in blur design the biopatch box.)

FOUR: One of your favorite designers is Steve Talkowski. Why?

I like sketchbot’s style. Simple and catchy but with character!

My latest inspiration in terms of designs is  Adhemas Batista. I am amazed how he picked colors and coordinates it with his concept.

And Peter Jaworowski; I love this guy style in creating a concept. It’s deep and has a lot of story you could think of when looking at his designs.

BONUS: Many Europeans dream of visiting the Philippines. Which places are your favorites?

Manila is a good place to start. Then, Baguio City and northern Philippines like Ilocos Norte and Ilocos Sur and Bataan but I recommend you visit Palawan Island.

Do you need a design from our creatives around the world? Submit your creative brief now and our Brief Managers will contact you!

Our Exchange member of the week is René Steiner; Graphic Designer and owner of Steiner Graphics.

ONE: You worked for the World Health Organization (WHO). What was most appealing about working with them?

I have worked on a freelance basis for the WHO, yes. The most appealing aspect? Perhaps the fact that you know your work will be seen by professionals, field personnel and often target populations  around the world and that in some small way you are contributing to the overall welfare of the human race. At least that’s what I tell myself when faced with some of the inevitable obstacles working with large international organizations can present. In general, these organizations are rarely hotbeds of design innovation because they face the almost impossible task of keeping dozens of constituencies happy. For example, in some situations  (and I’m not referring to the WHO here) using photographs of people is discouraged as this might be perceived by one or more members as favouring a single ethnic/racial/gender or national group over another. In that restriction, of course, lies a challenge – finding creative ways to communicate the message by other means. But that’s not always easy.

TWO: What is the biggest difference between working for a non-profit organization and other businesses?

Many of the non-profit organizations that I have done work for have limited budgets (I’ve consequently done a lot of pro bono work in this field). Budgets aside, the smaller ones are occasionally more open to trying new approaches and not as concerned with catering to the status quo.

That said, most smaller businesses (even though they like to think of themselves as one-of-a-kind) are wary of being too different. They want to be safe and not take unnecessary risks. That attitude inevitably leads to a dumbing down of any good design concept.

My advice to small businesses and organizations in particular: Dare to be different. I designed a card for a podiatrist in Switzerland a while back featuring a closeup of “happy” feet. A more cautious individual would have shied away from using that particular image and colour combination (bright green) but he didn’t. That card is now all over the internet on blogs and design sites because it sticks out.

THREE: You say that the most interesting project you’ve worked on was the design of web and print for a Zurich-based gallery. What was so special?

Well, it was my first real introduction to the world of contemporary art, a world whose dynamics I still don’t completely understand but which is fascinating nonetheless. Meeting a wide variety of artists has probably been the most interesting aspect of the work, gaining an insight into their creative processes, developing a respect for their personal and professional struggles.

There is something elevating about working with world-class art. I find that it has helped heighten my sensitivities to colour and form. Anyone can tap this energy by regularly visiting art galleries and exhibitions. The digital environment still pales in comparision to these physical encounters where the true scale, texture and impact of the artwork can be experienced first-hand.

FOUR: You’ve designed a huge range of invitations. What are in your opinion the top 3 rules for a compelling invitation design?

1. Compelling imagery that sparks the interest of those receiving the invitation _ photography, illustration, typography.
2. The what, who, when and where details clearly delineated
3. Designs that can, as needed, function across a variety of platforms – print, digital, etc. The material used – paper, ink, etc. can make a huge difference in terms of impact.

FIVE: You describe your work as an “international new media design”. What makes the difference between national and international design?

When I read it like that it sounds awfully pretentious. I think my intention was to say that I do design for the international community and by that I primarily mean North American and European expatriates operating around the world.

The question is a good one because I believe there are important differences between international and national design. In our de facto globalized world where visual imagery is communicated instantly there’s almost a leveling of the playing field when it comes to design. I don’t know how many times I’ve found blatant copies of my own designs on the internet (particularly copies made by the Chinese). So, in a sense, there is now this huge, international pool of design stimuli which, in many cases, is being taken and adapted to local realities. All design nowadays is derivative. True originals are a rarity.

National design differentiates itself in that it emerges from the specific historical, cultural and language particularities of a country. An ad referencing the Rütli — history that every Swiss child grows up with — would be lost on a Canadian and the mythos of the beaver would probably be lost on the Swiss.

Also, typography plays such an important role. Take Arabic calligraphy for example – an artform in its’ own right when done well. Observing how these traditional artforms transition to modern-day applications is fascinating.

Bonus: You worked on three continents. Which was the country that surprised you the most and what was the most surprising aspect?

I’m not sure I would identify it as surprising but there are many subtle differences between the European and North American contexts. One that struck me when first coming to Switzerland was that people are far more reticent to blow their own horn, to self-promote, than Canadians for example. North Americans have no hesitation in doing so. It may be that to focus on and flaunt one’s achievements, or worse, to exaggerate one’s capabilities is perceived (most likely subconsciously) as being in bad taste by the Swiss whereas in North America it is considered essential to getting ahead. I sense that this may slowly change as new technologies and attitudes percolate through to all sectors of Swiss society, particularly among the younger generation. However, there’s a fine line between legitimate self-promotion and over-the-top self-aggrandizement.

Do you need a invitation design or a new website? Submit your creative brief right now!

It’s late Friday, but it’s never too late to talk to a great member of the Creative Services Exchange. This week’s Friday5 focuses on Miles Jepson, creative designer from London.

ONE: Miles, you have been a designer in various agencies. What do you think is currently the biggest challenge design agencies face in general?

I think the biggest challenge facing design agencies at present is the economy. Smaller agencies and companies with in-house design teams struggle as design budgets are cut and work is harder to find. I know numerous designers out of work, and in an industry that is already over-saturated with graduates that is not good. However, I strongly believe that good designers will always be in demand. Currently freelancers are in high demand due to their ability to be flexible. I think the design industry is changing. A few years ago there were a lot of agencies around that offered full service design covering everything from print through to e-commerce website design and build. Nowadays I believe agencies use each other and work in collaboration. It allows them to keep overheads small whilst specialising in specific areas.

TWO: One of the most interesting projects you’ve worked on was the Jamelia branding for the Reebok / JD Sports campaign?

It’s always great to work on projects where there is an element of fashion and glamour involved. Fashion orientated companies are so switched on from a design perspective and it’s always great to work with people on the same wavelength. Although the project was done some time ago, at that time Jamelia was hugely popular. In order to present branding that was personal to her and that worked from a commercial perspective was quite a challenge. It was great to meet Jamelia and get the feedback from her. And obviously it looked great in the portfolio.

THREE: You’re focused on typographic layouts. What are your top 3 fonts?

I love working with new fonts. Fonts can make or break a design and I am continually looking to increase my library. There are some great free font websites now that have a huge number of professional looking typefaces. Font Squirrel is amongst the best and in addition to fonts for print, with the advent of CSS 3.0 designers can now work with web font kits to greatly enhance online design. I particularly like the heavy sans serif faces out there like Avante Garde Black and Frutiger Black. I also like the more modern serif fonts, and Museo Slab is a great freebie.

FOUR: You love the work from Pearl Fisher. Is it because of the typographic layouts the company often designs?

If you go into the supermarket and see some great packaging design, chances are 9 out of 10 times Pearlfisher has designed it. They focus on simple, striking design – highly typographic led with clever use of colour. Waitrose must be their most regular client and my favourites are the new ‘LOVE life’ and chefs’ ingredients ranges.

FIVE: What are the biggest similarities and differences between print and web design?

I believe that a graphic designer can be great at both print and web. I have covered both areas for over 10 years. BUT there are clear differences. To successfully work over both disciplines a designer needs to educate themselves and work closely with key personnel. A print designer must work with the printers. Not just from a technical angle but from a materials angle. There are so many wonderful papers and finishes available it is the print that can make a simple piece of direct mail stand out. In regards to web, design always fails when there is a lack of communication between designers and developers. The amount of times I have seen web designs that are simply not possible to achieve from a functionality perspective is worrying. And this is simply down to the designer not having the knowledge required. Get to know your developer and understand what can be achieved.  At the end of the day a great designer is a great designer and with a bit of knowledge there needn’t be any boundaries.

Bonus: What’s the last thing you listened to on your iPod?

To Kill a King. A new Mini EP and hopefully they will get the recognition they deserve. Awesome!

Do you need a packaging design or a rebranding? Submit a brief and we will offer you our best designers and/or strategists!

Portfolio of Miles: www.jepsonrae.com

Today, it can be overwhelming for small businesses to compete in the digital marketplace. In this week’s Friday5 we talk to “Think Work Media”, a company which works with small businesses helping them develop their online marketing strategies.

ONE: Shayne, you started Think Work Media in December 2010. What was the reason for doing this?

I started Think Work Media after working as a marketing freelancer for a small yoga company. I saw how crucial the online marketing services were that I offered to this small business. I realized soon that all the big brands had agencies that they could turn to for help with online marketing. However, there were no real outlets that catered to the “little guys.” Small businesses were left out in the cold, trying to figure out how to update their marketing approaches. So I got some people together and started Think Work Media.

TWO: Your business model is to keep small businesses competitive in online marketing. In your opinion, what’s the biggest problem small businesses face?

The biggest problem small businesses have is identifying the difference between “working in your business” and “working on your business”. I myself have that problem as well from time to time. Business development and networking is just as important as the goods and services a company provides. This is especially true for small businesses. Taking the time to network with others and look at your business from the outside is essential. This may not have immediate effects on your profit margins but in the long term it will.

THREE: What’s your best tip for small businesses who want to invest in online marketing?

In today’s Friday5 we talk to an entrepreneur who gave up life in the City for the startup world. Alexander Trewby is VP of Product at Enterproid. Enterproid Divide enables professionals to consolidate work and personal life onto a single device without compromises.

ONE: Alexander, you spent 10 years at Morgan Stanley, before you decided to co-found  Enterproid. Why did you take this step?

Morgan Stanley is a software house masquerading as an investment bank. I did an Economics degree, learnt one thing, that I wasn’t very good at economics and that I should do what I enjoy most and work with software. It was 1999, the Yanks were in town running around trying to swat the impending millennium bug in their London offices so I took the opportunity to interview with them for a job back in their NY offices. There’s more to the cliché of being an Englishman in New York, and to be one in your 20s is an experience I’d recommend to anyone.

TWO: Enterproid offers a so-called “Divide Platform”. What is it about?

The Divide Platform combines one’s work like and personal life on a single device. As the BYOD (Bring Your Own Device) trend accelerates globally, Divide helps companies accommodate and support employee owned devices within the corporate IT environment. Our dual persona technology delivers secure access to business productivity applications, without compromising personal privacy.

THREE: Right now Enterproid concentrates on Android phones. Will you offer an iPhone version in the future as well?

We support iOS devices from a MDM (Mobile Device Management) standpoint and are currently developing a client which will ensure companies don’t have to compromise the security of their data whilst at the same time ensuring individuals don’t compromise their freedom or privacy.

FOUR: You’re already based in New York, Hong Kong and London. Where in the world is the working and private life fused at the most?

The fusion between one’s work and personal data differs from industry to industry more than it does from region to region. For instance, all governments, armies, healthcare systems and financial sectors must adhere to a level of regulatory compliance and security enforcement which restricts the fusion. Morgan Stanley is a good example of this. Non regulated industries don’t have these considerations quite so much, blur Group and Enterproid are examples of this. That said, it was interesting for us to see that in China, companies don’t necessarily use company domains for their emails. They instead use the public IMAP/POP3 email services like Yahoo, Gmail and QQ.

FIVE: What advice would you give to a start-up when it decides to go global?

Enterproid has three founders, Andrew, David and I. Andrew is based in New York, David in Hong Kong and I’m in London. I’d recommend therefore you found your startup with each founder being on a different continent! Think big and think global from the start. It’s the essential difference between a UK and US startup. As much as I respect and am proud of Lastminute.com, every time I hear them cited as our country’s flagship reference implementation for a UK startup I cringe with embarrassment that there aren’t more recent examples. Go global, or go home.

SIX: What, in your opinion, is the most efficient way to promote an IT start-up?

I’m pretty shy from a social networking standpoint. I’m learning to be less so. That said, I can only really speak from experience and let you know how we’ve promoted Divide. We used our personal network first – Morgan Stanley seeded the Street with CIO/CTOs: JP Morgan, Bank of America and Google’s CIO/CTO’s are/were all ex-Morgan. We then engaged a PR firm to introduce us to industry press, main stream media and analysts. We’ve only recently started tweeting and blogging. At the end of the day though, it’s the product that best promotes a startup. It needs to sell itself.

And last but not least: Which city do you like the most – New York, Hong Kong or London?

None, I’m from Hampshire and would take the English Countryside over any city any day!

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Hundreds of marketing gimmicks have tried to rule the day over the past several years, pushing for those fifteen minutes of fame in front of countless consumer eyes, yet most have failed to succeed with the continuous demands consumers have in today’s market.

Brands compete with one another to stay on top, stay edgy, stay unique, and most importantly, stay above all others in consumers minds. As the technology revolution continues to grow at rapid speeds, retailers have started to look for unique ways to engage with their loyal consumers on a personal level, especially while in-store and on the go.

QR codes, or quick-response codes, are popping up in stores all over and are becoming one-way retailers are engaging with customers and seeing an immediate return on interaction. They are not only seen in store windows, catalogs and aisles, but in advertising (both digital and print), and on gifts at trade shows. Marketers for brands now have the responsibility to use these QR codes in a knowledgeable fashion.  Providing incentives and a unique, rich experience for the consumer to go to after scanning a QR code is vital to keeping the customer engaged and entertained, but most importantly to drive them to purchase a product. Recently, brands such as Sephora, Lucky, Neiman Marcus, Bloomingdale’s, Macy’s, and Ralph Lauren have been utilizing QR codes to both the retailer and customers’ advantage. The trick is to keep the interaction easy and convenient, but also give the consumer a feeling of exclusivity and empowerment as they scan the code and experience either a rich mobile video, new product details, contests, promotional offers, or recommendations for cross-selling.

Loyal customers, who are less likely to shop online, can be enticed by QR codes to come into the store after they have scanned a code and experienced rich videos, images, or in-store contests. Recently luxury retailer Ralph Lauren matched up with Red Fish Media to design a custom QR code placed in windows at various Ralph Lauren locations. Once scanned, the customer was enticed to enter the store for a chance to win tickets to the 2012 men’s US Open finals and a $3,000 Ralph Lauren wardrobe.  The fashion label was able to collect valuable data from loyal customers as they filled out their contact info for the contest, which they can use for future store engagements such as store promotions, events and exclusive contests in-store and online.  The investment the brand put into the QR code campaign was done in an elegant and intelligent fashion – creating a sense of engagement between the brand and consumer by providing an incentive customers will want to explore once scanning the code, and in return, giving the brand their personal information for more insightful ventures in the future.

Another recent QR code campaign that was done strikingly well, was the Victoria’s Secret ‘Sexier than Skin’ campaign. Implemented on billboards, the codes were not visually missed by anyone. Each billboard offered a glimpse of a Victoria’s Secret angel who appeared to be nude, aside from a QR code slightly covering them. Coy and flirty messages displayed on the billboards invited consumers to scan the codes by saying “Reveal Candice’s Secret” or “Reveal Erin’s Secret”…once scanned, the user was taken to an in-depth product page of the chosen angels’ frame, but this time wearing Victoria’s Secret apparel. Consumers could then browse products, see videos and learn more about the collection. Guerrilla marketing at its finest, indeed. The fashion brand has well over 15,000,000 Facebook fans, and a strong digital, social and mobile strategy. Their ‘Sexier than Skin’ QR code campaign is only a small fragment to what the brand has been doing this year alone to entice and engage consumers on a larger scale. For a more in-depth look into the labels’ beautiful designs and mutli-channel platform, take a look at their Facebook fanpage.

If done correctly, QR codes can offer value and insights to retailers for long-term engagement with loyal customers. By strategically planning a QR code campaign from beginning to end the campaign will productively enhance the consumer experience by providing them with relevant opportunities to learn more about the brand, and leave them wanting to come back to the store or mobile app as a return shopper.

The retailer must review the location the QR code will be placed  – whether online, in print, in-store, etc, and knowing it is the right decision for placement. Taking the steps to measure and critique analytics after every campaign ends will help leverage specific data points that the brand can utilize for future display campaigns and advertising opportunities. Checking QR code scans at specific times of day or locations are key pinpoints each brand must weigh in on when analyzing metrics after every campaign to understand the core usage of QR codes and the behavior of their customers.  If reviewed and implemented well, QR codes can be a great marketing tool for any brand to leverage.

Holly Krenek is the author of this post.  Holly is a Digital Native with a deep focus on social strategy and brand engagement offering more than 7 years of experience consisting of social media, events and promotional management, interactive marketing, market research, brand development, social listening, mobile marketing, SEO/SEM, strategic partnerships, web analytics and cross-functional team management. You can reach her on Twitter at @holsk