September 2, 2010 – Atlanta, GA USA – This is the 2nd in a series of 12 theoretical examples of GREAT! ideation to help Six Flags Theme Parks* increase Sponsorship revenue from a new category (and celebrate the 50th birthday of Six Flags in 2011).

GREAT! Concept:

To celebrate Six Flags Theme Parks 50th birthday – in 2011 – all babies born in 2011 will receive a special free admission Season Pass to Six Flags – good through 2020 – when accompanied by two paid adults. You must register with The Baby Registry at BabiesRUs.com now through 2/28/12 to receive the special pass.  [Since under 2-years-of-age are already free: this is an extra eight years of (qualified) free admission.]

Expecting in 2010? Register now and so you can create a baby gift wish list for family and friends. Then, just update The Baby Registry at BabiesRUs.com profile when your baby is born. It’s free to register.

Logistics:

Six Flags and The Baby Registry at ToysRUs.com will mail you a special Six Flags 50th Anniversary / BabiesRUs.com special season pass for your child to be admitted free through 2020 at your “home” Six Flags Park when accompanied by two paid adults. You will also be asked to show a copy of your child’s birth certificate. You will also receive a free stroller rental each visit, as needed. (Free stroller subject to availability.)

Plus, you get The Baby Registry at BabiesRUs.com benefits including:

• Gift Wish List – of all things you would like to receive for birthdays, holidays and other special occasions.
• Share Your Registry – you can send your wish list to family and friends so that they can give you exactly what you want!
• Add a gift Wish List for all your kids
• You can step up your Gift Wish registry to be viewable online and at the store – plus, as items are purchased, they are removed from the list.

Eligibility:

Baby must have been born in one of the 50 U.S. States or Washington, DC in 2011. When registering, specify your “home” Six Flags Park.

Examples of Potential (New) Sponsors:

• Diapers: Pampers, Huggies, Luvs
• Baby Formula: Enfamil, Similac, Earth’s Best
• Other (Major): Gerber, Johnson & Johnson, Babies ‘R Us, baby.com
• Other: Munchkin Arm & Hammer Diaper Refill Bags
• Categories: Baby Gear, Baby Feeding Products, Baby Clothing, Baby Gifts

Note: This Sponsorship could continue beyond 2011 since it is win-win for BabiesRUs.com and Six Flags.

Related GREAT! Blog Post

• GREAT! Idea: Nike ‘Just Do It’ Experiential Sports Themed Trash Cans at Six Flags Over Georgia
• GREAT! Idea: Six Flags 50th Birthday ‘New Baby’ Promotion to Generate New Sponsorship Revenue

*Disclosure: Neither Six Flags – or companies mentioned – are GREAT! clients (though Six Flags did provide me with free, front-of-the-line passes, meal vouchers, parking and swag for six of us to experience Six Flags Over Georgia together.) This is a GREAT! theoretical idea.

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July 26, 2010 • Atlanta, GA USA – How do you increase Sponsorship revenue for a theme park? Start with a GREAT! idea.

I am a GREAT! IDEAologist. I love thinking of ideas. Big ideas. Ideas that can generate revenue. Increase audience. Increase attendance. Increase sales. Ideas that can help make a difference.

Here is the first in a series of 12 theoretical examples of GREAT! ideation to help Six Flags Theme Parks* target to a potential Sponsor.  In a moment, the idea: first, some additional benefits for this GREAT! idea:

• Create extraordinary ‘word-of-foot’ value for Nike* brand; including pressworthy launch
• Create an experiential opportunity for Nike – without staffing!
• Turn hundreds of per-park Six Flags trash cans into mini-entertainment experiences.
• Reduce – or eliminate – trash on the ground (Reduce staff time to pick up trash.)
• Use the Six Flags employees’ t-shirt real estate for something that generates revenue; instead of: Have A (Heart), Do Your Part, Help Keep The Park Clean.
  

First, some backstory about Nike’s aggressive plans for growth:

• Nike Inc. CEO Mark Parker wants to aggressively grow Nike to a $27 billion company by 2015: a 40% increase from today – even “while Nike sales growth in the U.S. is slowing,” according to The Wall Street Journal (5/10/10). That’s an opportunity for all Six Flags Parks!
• The Six Flags theme Park audience is perfectly aligned with Nike: the world’s leading supplier of athletic shoes and apparel.

GREAT! Idea: (Concept) [Test at Six Flags Over Georgia before rolling-out to other Six Flags Theme Parks]

• Text on Trash Can: Just Do It and the Nike Swoosh.
• Nike’s Agency, Wieden+Kennedy,* designs experiential sports Interpretations added to the trash cans – and surrounding pavement:

1. Add a basketball hoop and backboard (and court)
2. Add baseball strike zone / baseball stadium motif
3. Add a football goal / stadium motif
4. Add a bowling alley motif (alley on pavement)
5. Add an archery target
6. Add a lacrosse goal / motif
7. Add track & field shot-put motif
8. Add a soccer goal / stadium motif (soccer field on pavement)
9. Add a golf putting green motif (golf green on pavement)
10. Add an ice hockey goal / hockey rink area motif
11. Add tennis net motif (tennis court on pavement)
12. Add a volleyball court motif (also court on pavement)

Plus, add a Quick Response (QR) code to each trash can that features a Nike sponsored video (e.g. licensed video clip of a great soccer goal, tennis shot, basketball shot, etc.)

Kick Off:

• Pressworthy: Nike flies-in sports stars to Six Flags Over Georgia to “shoot baskets”, “pitch baseballs” and “score goals” by tossing trash into the Just Do It / Swoosh trash cans.
• Nike Sponsors “A Walk In The Park” fundraiser … plus, kids collect Six Flags arcade game tokens as they walk by each Just Do It trash can to win Nike apparel
• All Six Flags employees t-shirts say, Just Do It with the Nike Swoosh
• All Park employees wear imprinted Nike apparel for a week: or ongoing
• Add a Niketown pop-up store to one or more Six Flags Parks

Notes:

• Guests will pick up trash – of other guests – as soon as it hits the ground so they will have “balls” to score a basket, throw a strike or score a goal. Guest will save their trash until they locate a Just Do It trash can. And, they will actively seek out the trash cans! (Kick off the launch with the “Just Do It Trash Can Bingo Game at Six Flags & Win” using your camera in your GPS SmartPhone).
• To see how this might work, see my (hypothetical) idea for Booth Babes Bingo at the 2010 Consumer Electronics Show: http://ht.ly/1JKcR

Hundreds of trash cans per Six Flags Theme Park can generate revenue for Six Flags while creating extraordinary ‘word-of-foot’ value for Nike; an entertainment experience for Six Flags guests; and collect trash (more effectively so that employee t-shirt ’signage’ can be deployed for still other marketing opportunities). Nike not interested? Take this idea to Dick’s Sporting Goods, Footlocker, Sports Authority or Adidas America.

[Thank you David, Ben, Jason, Caryn and Bethany for your help thinking through this idea and other GREAT! ideas while experiencing Six Flags Over Georgia rides, attractions, shopping and meals together.]

Related GREAT! Blog Post

• GREAT! Idea: Nike ‘Just Do It’ Experiential Sports Themed Trash Cans at Six Flags Over Georgia
• GREAT! Idea: Six Flags 50th Birthday ‘New Baby’ Promotion to Generate New Sponsorship Revenue

*Disclosure: Neither Six Flags, Nike or Wieden+Kennedy are GREAT! clients (though Six Flags did provide me with free, front-of-the-line passes, meal vouchers, parking and swag for six of us to experience Six Flags Over Georgia together.) This is a GREAT! theoretical idea.

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June 12, 2010 • Atlanta, GA USA – 2010 is the year of quick response (QR) code in the United States.

By December 31, 2010, a major broadcast or cable TV network and one or more national brands – or Facebook – will do for QR codes in the U.S. what American Idol did for mobile texting. If you work at a major broadcast or cable network or major U.S. consumer brand and are first (in a big, useful, powerful way), you’ll also benefit from a massive amount of traditional consumer and trade media coverage; social media and word-of-mouth buzz.

This means you need to get started – today!  QR codes just took-over Times Square, reports Mashable (6/11/10). Facebook is experimenting with quick response codes, reports TechCrunch (3/16/10). Google started testing the scan code waters, also reports TechCrunch (4/7/10). Now is the time to figure-out which scan code uses makes the most sense for your business. Like Twitter, scan codes cross corporate silos. (Marketers must take the leadership role among silos so that your company takes the correct scan code path to success from day 1.)

Tech-savvy U.S. marketers will choose to use the ScanLife EZcode brand version of quick response scan codes, rather than the QR code first developed by Japanese corporation Denso-Wave in 1994 and now ubiquitous in Japan. (The Top 10 reasons EZcodes will win the defacto standard battle in the U.S. is the topic of a another That’s GREAT! blog post.) To download the free ScanLife app for your smart phone, text SCAN to 43588; search your app directory for ScanLife; or go to getscanlife.com)

Here is my list of 101 actual or potential uses for quick scan codes for smart phones (with cameras):

1. 

   Dan Smigrod • Business Card (front) • Text SCAN to 43588 to get free scanner app, ScanLife. Then, scan this code, to get contact info for Dan Smigrod

   Scan Code Meets Street Team Meets Flash Mob 2.0 – scan code meets flash mob meets Street Team – scan the code on the t-shirt to send a Tweet.

2. Business Cards – recipient scans the code to import your contact info. [Download the free ScanLife Smart Phone scanning software and try it on my business card.]
3. Logo Jet – scan code on the exterior of a jet: be first and watch it go viral. Unexpected = traditional media coverage
4. Clothing Designer – Who are you wearing? The fabric design incorporates the scan code. Scanning the code launches the designer’s website. (Now let your customers order an outfit via the web incorporating THEIR scan code into the design of the outfit. (Think HP fashion-meets technology on Project Runway. HP should be sprinting to a personalized scan code leveraging their personalized fabric printing solution.) Scanning the code might take you to a Twitter profile.) See photos of scan codes meet fashion. And, here’s a photo of scan code dating dress! Band/models/rocker chicks wear scan code dresses along with scan code accessories (video). Designer Lendorff Kaywa servers up this high-end fashion scarf with a scan code. And, “tush” codes in France. And, this from Ralph Lauren, as reported by Time magazine (8/14/08)
5. Head of Lettuce – find when and where the lettuce is grown: it’s already being done in Japan.
6. Website – on the Contacts page. Here’s how we use the scan code on the GREAT! website. [Fast Company uses a scan code to take the reader directly to the writer's Twitter feed. This example is from 6/22/10.]
7. Big Box Retailer – Manufacturers provide how to install videos via scan codes. Place scan codes on all their product boxes. If the manufacturer is not already doing so.
8. Product Packaging – If you sell a product that requires installation, including a scan code on the box (to play the how to install video). This helps sell product; helps with install; helps reduce call-center calls; and reduces returns.) Lighting Labels Blog writes: QR Codes are Coming to Packaging (3/16/10). Putting Dots on Paper blog post says, The Stars Align for QR Codes (3/16/10)
9. Magazine/Newspaper Ad – scan the code to launch a how to video; a calendar item; or pre-filled in tweet (Click here for Macy’s Kenneth Cole fragrance ad example) Click here for an example of Ford in The Times of India newspaper. (3/28/10)
10. Magazine/Newspaper Editorial Coverage – scanning the code launches digital content such as video coverage or updates for news by topic or story. Car and Driver magazine includes a code with each car pictured for additional information.
11. Outdoor Billboard – great for a teaser campaign for a new movie or TV show. Scan the code to watch the trailer, sneak preview or teaser episode. Mashable reports: City of New York Blankets Times Square with Giant QR Codes (6/10/10)
12. Interactive Television – imagine the TV show story line incorporates scan codes that reveal additional information for the character or viewer.  (For the viewer the scan code might include the backstory on how this stunt was done. Think mash-up of movie DVD bonus content meets TV show. Viewers are engaged with the programming) ["EZcodes are a key ingredient in the new season of La Carte Aux Tresors (Treasure Hunt), a popular French prime-time TV show modeled on America's Amazing Race," according to the ScanLife.com website. Click here to see a video clip of the show using a ScanCode. Click here to see a video showing how The Weather Channel incorporated a scan code into its weather forecast (2/10).
13. Name Tags – create and add your scan code to your name badge to make it easy for conference and exhibit attendees to get your contact info. Print your scan code on Avery labels and you are done. (Avery: it would be great to have a 3/4" square Avery label for scan scan codes! While the initial interest may be small, you'll get media coverage for being innovative. I'd like to buy the first box of these Avery Easy Peel labels for EZcode scan codes please.) Conference event organizers can automatically generate scan codes for name badges too. Click here for a name tag example reported by Fast Company (3/16/10) at the South by Southwest conference in March 2010.
14. 

    Scan the Code to Launch a Tweet • Text SCAN to 43588 to get free scanner app, ScanLife. Then, scan this code, to send a tweet to Dan Smigrod

    Books-Books-Books – Text Books – until all text book content is delivered via an iPad, add scan codes to text books to “add” video to the book. Children’s Books – add scan codes to help make learning fun! Novels – add scan codes for sidebar stories about the characters or author commentary. Recipe Book – scan the code to see the “how to” video (cooking technique, how to make this dish, inspiration from the author). Non-Fiction – add scan codes to add content updates since the book was published. Brand Digital book by Alen Adamson includes a scan code on the back cover to take you to the Amazon page to order the book.

15. House For Sale Signs – add scan code that launches video or photo tour of the house. Realtor Lesley Lambert in Western, MA uses scan codes to help sell her clients’ homes (see her video).
16. Land For Sale Signs – add scan code to get details about the land
17. Luggage – add your scan code to your luggage
18. Train – add scan code to get a schedule and route
19. Train Ads – add scan code to get contact info
20. Toys – manufacturer includes on each toy for an extended experience. For example, when you scan American Girl, you get an additional story about your American Girl.
21. Games – scan codes an extra interactive game play dimension that launch a video
22. Appliances – Can’t find the instructions for the vacuum cleaner you bought two years ago? The scan code launches the appliance manual on the website
23. Museum – scan the code for audio commentary for this piece of artwork
24. Theme Park – create a scavenger hunt with scan codes (Click here for a “SCANvengerHunt” example in Dayton, OH) SCVNGR is a scan-venger hunt game app ….
25. Historical Site Markers – scan code reveals video or text about this historical location
26. Facebook – scan code provides your info. FaceTime Strategy blog “predicts Facebook will use the codes for profile information and status updates.”
27. Groceries – scan code for a recipe added either by the manufacturer or the retailer
28. Restaurant Menu – scan code for the recipe
29. Restaurant Menu Item – Click here for a scan code on a McDonalds hamburger wrapper in Japan. (nutritional info)
30. LinkedIn Page – add your scan code with your contact info
31. Travel Brochure – scan the code at the hotel will call you (mash-up of scan and Live Chat) Click here to see how the Hard Rock Hotel & Casino uses the EZcode.
32. Free Digital Asset – Scan this code to get animated wallpaper from Nike.
33. CD – Scan the code to get bonus content: free wallpaper, video, ring tone and tour schedule.
34. DVD – Scan the code to get bonus content: video
35. Catalog – Sears uses EZcode scan codes to show product review and specs. Click here for “This Is Canada” brochure with extensive use of scan codes. (6/10/10)
36. Airport Signage – passengers on the go get connected to airline’s flight status
37. College Campus – Case Western Reserve University student organizations use their scan codes to promote their campus events
38. Google Maps – scan code to get a walking map from here to the Georgia Aquarium. (An extremely long URL – such as a Google Map with directions – can be a simple scan code!)
39. Calendar Item – scan this code to save the date, time and place for the Big Boi release party
40. Discount Code – scan this code – now – to get a text message with the promo code to get 25% off your purchase today.
41. Call Us! – scan this code to call us now to place your order!
42. Email Us! – scan this code to email us now (from your smart phone)
43. Movie Ad – scan this code for your choice: watch the movie trailer, find the closest theater or buy tickets now. Every movie ad should let you see the movie trailer – now!
44. TV Show Print Ad – scan this code calendar entry code to save an event to your smart phone calendar including: date, time and place (TV channel). [CNBC ran a full-page ad in The Wall Street Journal (6/22/10) print edition that contained a scan code (Microsoft Tag) to launch a video (on YouTube) promoting the CNBC original, American Greed Special Presentation: Mob Money.]
45. Tweet This! – scan this code to tweet this story (with suggested text for your tweet)
46. Concert Venue – guests scan the code when existing the concert venue to tweet: a) they enjoyed the show; and b) promoting the next event at this concert venue. This helps: a) build the concert venue brand; and b) promotes the next event
47. How To I Get There From Here? – this scan code contains the Google Maps URL for directions from Point A to Point B. For example, If you have been to the Millennium Park you may be surprised to learn that there is a 1,500+ theater underground: the Harris Theater for Music and Dance. How about scan codes located in the Park to help promote the theater?
48. Craker Jack caramel-coated popcorn and peanuts snack – Free Prize goes digital – these scan codes fulfill digital assets (it’s a surprise until you scan the code; or, your choose of free digital asset)
49. Chicago Water Taxi – place the scan code of the roof so that tourists crossing over the bridges when the water taxi passes can find out how where/how much/frequency for a water taxi. (You missed a sale!)
50. Hallmark Greeting Card via SmartPhone – I saw an ad (poster) in the Chicago O’Hare International Airport this month for sending Hallmark Greeting Cards via smart phone. I would have preferred a scan code instead of texting to get further instructions. (It’s easier and faster …)
51. Media Release – add scan codes to media releases
52. In Store – add scan codes to all signage. Examples include: Tweet this to a friend; save the date for our fashion show; see a video about this product
53. Wall Painting – add a scan code as tall as the building for dramatic impact (Think gigantic spectacular sign in Times Square) Click here for a blog post that includes photos from Times Square to Tokyo from InventorSpot by Ron Callari.
54. Restaurant Business or Post Cards – scan the code to make a reservation via Open Table.
55. Grocery Shopping Cart – on sale this week (scan code remains the same: content changes weekly)
56. Bus Shelter – scan to find out when’s the next bus (launches app for that!)
57. Taxi Stand – scan to call a taxi
58. In the Mens’ Urinals – first use gets traditional media coverage! [GREAT! proposed and implemented the first interactive urinal communicator for CMT Outlaws. ("Don't miss Outlaws on CMT. You seem to miss everything else.")]
59. Scan2Win – for your chance to win, scan this code. This functionality is built into the ScanLife EZcode scan code service.
60. Email Signature Block – add a scan code with your contact info or a calendar item for an upcoming event such as the premiere of a new TV series
61. Teaser Mailing – imagine ’snail mailing’ a potential Client a Scan code (that’s it! It’s a teaser mailing!) that auto-generates a tweet back to you from the recipient to schedule a lunch meeting [For example, I mailed a scan code on Monday, June 7, 2010 to a hard-to-reach senior marketing executive that I would like to meet for lunch to discuss a (GREAT!) idea. Let's see if he uses the pre-filled in tweet to reply to me to set up lunch!]
62. Direct Mail – include various scan codes (call us; watch a video, launch website, enter sweepstakes)
63. Instruction Manual – include scan codes for watching the installation; repair or trouble-shooting videos
64. Invoice – turn an invoice into a marketing tool with a scan code that launches a video or website
65. Truck – got one or more trucks that include a phone number or web address? Include a scan code too!
66. Video Game – add bonus content, clues or links within a video game
67. There’s An App for That – add a scan code that takes the consumer to the mobile app that you want them to download on an iPhone. For example, The Wall Street Journal ran a 1/4 page house ad (6/9/10) to get their podcasts on-demand from a mobile phone. The ad included a scan code that launched the Apple iTunes App Store on my iPhone and took me directly to the free app (Stitcher) to install. It’s just an easier/faster way to find/install a new app. 325,000+ apps should be using a scan code to launch “Install” the app in the Apple iTunes App Store
68. Restaurant Guide – include a scan code for each restaurant to launch map/directions
69. Trade Show Management – your scan code on traditional collateral launches your trade show app
70. Conference – BMO Capital Markets included a scan code in their print ad to get their conference materials on your mobile
71. Music – if your audience is music, take ‘em to your music or music video on YouTube.
72. Film – if you want to get people to watch your movie in the theater, have them scan the code to watch the movie trailer – now! The 2009 film, Surrogates, starring Bruce Willis, used the code for a Scan2win sweepstakes to see a advance screening. Click here for an Indiana Jones and the Kingdom Of The Crystal Skull poster using a scan code in Australia.
73. Tickets – add a scan code to provide advance info for your guests (or help activate word-of-mouth). For example, launch a tweet: “Just got my ticket to BLUE MAN GROUP at THE VENETIAN in Las Vegas. NY Times says, ‘THE SHOW ROCKS!’” (Use the code codes to sell tickets too.)
74. Vacuum Cleaner – Bissell vacuum cleaner brochure has a scan code that launches their mobile website. I’d like to see the scan code on the vacuum too! For example, launch a video to show how to replace the fan belt.
75. Temporary Tattoos – if you have ravening fans, let them show it – and share it – with a scan code. For example, the scan code might launch a tweet to the rock star. First one that does this idea (for the right product) will generate huge trade and/or consumer press. Click here for some non-commercial temporary tattoo examples.
76. Photography Art Exhibit – Imagine an art gallery that has 20 different framed scan codes: that’s it. Each scan code reveals a different photo from the photographer. The photographer can “rotate” the photos daily, weekly or monthly so that the exhibit changes. [This idea is inspired by an exhibit I saw many years ago at the Chicago Art Institute. Each "painting" was a different date in black Helvetica type on a white background. Meaningless? Now image that the date happened to be the day you were married. That's an image that's bigger than life that the artist couldn't possibly capture on canvas, but just did simply by displaying the date. I'd love to link to the Artist's work ...] [They beat me to it! QR Code Show 6/23/10]
77. Uniforms – if all your employees wear the same t-shirt, adding a scan code on their tee can help create an interactive guest experience. And, the scan codes could lead to different call-to-actions.
78. Google Favorite Places – We’re a Favorite Place on Google – let’s go to the videotape for the backstory on the window stickers you will start to see. Lightning Labels Blog writes, “Google Sends Out 100,000 QR Code Stickers” (12/21/09)
79. Penthouse For Sale – Fourth largest U.S. real estate company announces (6/9/10) it’s first to market NY penthouses using EZcode scan codes.
80. Window Displays – learn more about the items in the window
81. Shelf Talkers – recipes for produce, meat, beverages, etc.
82. Standees – Xbox “Halo 3″ used Microsoft Tag scan codes
83. YouTube Video - scan the code at the end of the video to take you to a related video
84. TV Commercial – :30 seconds not enough? Scan this code within the commercial for expanded video content
85. Display Classified Ad – scan this code for a map showing the destination
86. Bedtime Story Meets Bedspread-Boy – a dozen scan codes: for different dinosaur  stories, photos, videos and more each week for 52 weeks – a mash-up!
87. Barbie Bedtime Story Meets Bed Spread-Girl – a dozen scan codes for a different Barbie stories, photos, video and more each week for 52 weeks – a mash-up!
88. Wheaties Cereal Box – scan the code to see video of the athlete on the box
89. Picture Frames – scan the link to see artwork that changes daily
90. Board Game Cards – turn that “take a chance card” into a video opportunity. We’ve scene games incorporate TV, CD and DVDs. Now games can include music, video and other multi-media without the expense of a CD or DVD packed in every game box. First game to integrate a mobile phone into the game experience will be rewarded with traditional media coverage and word-of-mouth buzz
91. Twitter – How about creating a TwitScan(TM) service that creates a scan code and provide a short URL to it!
92. Webinar – integrate scan codes into your webinar for additional content
93. Teaser – place scan codes in unexpected places without an explanation to tease (movie, TV show, new product, new service)
94. PowerPoint (Keynote on a Mac) – engage your audience with bonus content; first and last slide has a scan code with your contact info
95. PayPal Payments – scan the code to make a donation to the non-profit via PayPal
96. Made you look! – oh! Those Brits!
97. Rubber Stamp – with your scan code! (on your forehead?)
98. RSS Feed – convert your RSS feed to mobile and assign it a scan code
99. Building – Here is a photo of a scan code building in Tokyo (12/09)
100. Wine Bottles - Lighting Labels Blog writes about two Portuguese wineries using scan codes on their labels (3/18/09)
101. Political Campaign – scan the codes to: volunteer, donate, see the candidate speak on an issue. Click here for First Political Campaign Poster with a 2D Code (2d code blog) 9/23/08.  Click here for “Use QR Codes for Political Action” by David Rogers (4/9/10)

Look for me at the Atlanta Interactive Marketing Association (AiMA) Mobile Marketing Bootcamp on Thursday, June 24, 2010.* ** I will be wearing a TWEET ME tee. When attendees scan the EZcode on my tee (pictured), they’ll be able to re-tweet this message:

RT @Smigrod 101 Uses For Quick Response Codes: Creating Audience Engagement http://www.blog.GREATtv.com #QR #AiMA #Mobile #Marketing

[If you would like a unique TWEET ME tee customized to your Twitter account, please tweet: "@smigrod I want a TWEET ME tee UNIQUE to ME" ... I will tweet you back within 48 hours so you can buy your unique TWEET ME tee from the uSCANmeSTORE I set up on Zazzle to demonstrate this EZcode brand version of a quick response (QR) code example.]

Got additional ideas for how quick response codes are used/can be used? Please add a Comment (and include a link, if appropriate). I would like to expand this blog post beyond 101 uses. And, please check back for more examples.

(For the backstory on scan codes – including EZcodes, Quick Response (QR), Data Matrix, High Capacity Color Barcode – please see: Barcode in Wikipedia, Mobile tagging in Wikipedia, ScanBuy or ScanLife.) And, join the scan code conversation via the LinkedIn Group: 2D Codes for Global Media.

Related Links

• Mashable - 5 Unique Uses for QR Codes (1/7/09)
• QR-Blog – See Great Dino Roar movie 100 ft. tall spectacular sign on Madison Square Garden using a QR code, trade show badges using QR codes
• QR Code - Tracking service, News, Videos, Forums, Focus groups and more – See Google.com/favoriteplaces video, “check-out” the artist rendering of a potential Dubai QR Code Hotel
• Sinap – QR Code Sand Castle in Japan (7/28/09)
• Shopper Marketing Magazine – Quick Response (QR) story (undated)
• CNET TV – How To: Use QR codes (3/24/10) [excellent overview video]
• Design Taxi Blog – Inventor of the QR Code Develops a New Reader Application (for iPhone) (6/11/10)
• Twitter – ScanLifeSupport, uSCANme, QRMe
• Maximim Management blog – QR Codes Still Looking For The Right Business Model And Problem To Solve (1/24/10)
• CenterNetworks – Why QR Codes Will Be Big Business in the U.S. (2/8/08)
• Advertising Age – Google Bets (Again) on QR Codes (12/7/09)
• 2d code – comprehensive site about all things scan codes
• Lexington eBusiness Consulting: Mark Sprague’s Blog – Understanding QR Codes: Improving Website Performance/Drive traffic using QR Codes (4/26/10)
• TechFlash – Microsoft officially releases Tag, its mobile barcode technology (5/27/10)
• Associated Press (via USA Today) – Bar codes used for more than just groceries ((6/7/10)
• PR Newswire – Inventor of the QR Code Develops a New Reader Application (6/9/10)
• PR Web – Mobile Discovery’s QR Code Campaign for Canada Tourism Makes Headlines Across the U.S. (6/10/10)
• Marketing Daily (Commentary by Jeff Weidauer) – Next In Mobile Marketing: 2D Barcodes (6/10/10)

Related Links (after my 6/12/10 That’s GREAT! Blog Post)

Scanning Apps For Smartphones

• ScanLife
• i-nigma
• RedLaser
• NeoReader
• Stickybits
• Scvngr
• Microsoft Tag Reader
• 2d code – QR Code and 2d Barcode Readers

Scan Code Generators

• ScanLife – Generates EZcode, QR Code and Datamatix (jpeg, png, bmp formats)
• Kaywa QR Code – (Non-Commercial Use Only)
• Delivr
• QR Stuff
• 2d code – QR Code Generator List by 2d code online magazine

Special Thanks To

• Christian Oliver – the first business card I received containing a quick response code was from Christian Oliver

Postscript (after my 6/12/10 That’s GREAT! Blog Post)

• Cocktail Napkins – ‘buzz marketing’ – print your EZcode scan code on ‘web enabled’ bar napkins. Click here to learn more about ScanNap by NapkinsONLY.

Related That’s GREAT! blog posts: [Added 8/2/10]

• That’s GREAT! – 101 Uses For Quick Response (QR) Codes: Creating Audience Engagement With The Next Killer U.S. App (6/12/10)
• That’s GREAT! – Top 10 Reasons ScanLife EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/11/10)
• That’s GREAT! – Ugh! Top 10 Mistakes To Avoid When Integrating 2D Quick Response Codes In Your Marketing Plans (8/2/10)

*Thanks to those that – asked me about – or scanned my TWEET ME tee at the AiMA Mobile Marketing Boot Camp on Thursday (6/25/10). Keynote speaker – The Coca-Cola Company Group Manager for Strategy & Planning, Global Interactive Marketing Tom Daly – referenced scan codes multiple times in his opening remarks (and video) regarding customer engagement. With this extra boost of visibility for scan codes at the Boot Camp, I was surprised that I did not get more people asking about – or scanning – the EZcode scan code on my tee. Perhaps I should have asked one of my Atlanta fashion and glamour models to wear my Tweet Me tee at the event?!

** I won an Apple iPod touch from AiMA in their Text-to-Win sweepstakes. The Text-to-Win sweepstakes engine was from Whoop. You can’t win unless you enter! At the 2010 Consumer Electronics Show (CES) in Las Vegas, I won a Neato Robotics Neato XV-11 robotic vacuum cleaner.

Disclosures:

• ScanBuy provided GREAT! with a free ScanLife EZcode scan code business account.
• [As of July 2010] GREAT! is a value-added reseller of *Scanbuy’s Scanlife 2D and 1D Platform for Quick Response (QR);EZcode; and Datamatrix codes. GREAT! provides two (2D) scan code implementation, scan code management and scan code consulting to clients and their agencies. Contact us.

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June 22, 2010 • Atlanta, GA USA – ScanLife’s EZcode brand version of quick response (QR) scan codes will win the defacto standard battle in the United States rather than the QR code first developed – and now ubiquitous – in Japan.

EZcode • Twitter Example (Text SCAN to 43588 for free scanning app)

I agree with Mashable Associate Editor Jennifer Van Grove (6/11/10) writing about City of New York Blankets Times Square with Giant QR Codes:

• Unfortunately, the QR codes miss the mark and don’t provide an optimized experience for scanners on the mobile device – which pretty much, includes the entire target audience.
• These QR codes are certainly impressive to behold and are a nice first try … we hope future endeavors will yield QR codes that provide scanners with much more exciting and mobile-friendly content.

New York City – that’s an “A Plus” for a great innovative idea and great timing with Internet Week 2010; and a “B Minus” for implementation.

Here are my top 10 reasons why EZcodes will be the scan code of choice by U.S. marketers and why the City of New York (“NYC”) should have used EZcodes instead of QR codes in their Times Square buzz-marketing campaign. (In this That’s GREAT! blog post, I have also included a recommendation for ScanBuy to help ensure that their ScanLife EZcode wins the defacto standard in the U.S.)

EZcode v QR Code

1. Analytics. Analytics. Analytics. – When you create EZcodes at ScanLife.com and the codes are scanned with the ScanLife app, ScanBuy provides you with data and analytics (e.g. gender, age, household income, zip code, smart phone model, mobile carrier, number of scans and date scanned). If you use a free QR code generator on the web, you don’t get analytics. Clients – and their Agencies – need data to help evaluate campaigns. (ScanBuy also includes data and analytics for QR and Datamatrix codes created at ScanLife.com and scanned with the ScanBuy app.) Any code created by ScanLife and scanned by the ScanLife app will generate “most data 100 percent of the time; and income and zip date about 10-15% of the time,” according to a representative of ScanBuy. My guess is that NYC used a free QR code generator that does not provide any analytics regarding the scanning of the QR codes in Times Square. [Kindly comment to this blog post, if you know otherwsie ...]
2. Size Matters – EZcodes can be as small as a dime. “Typically QR codes are anywhere from 2x the size of an EZcode to 10x the size of an EZcode, but the QR codes that [ScanLife] generate can always be a minimum of 1 inch,” according to a representative of ScanBuy. Typically, QR codes that are not generated by ScanLife, are larger because the information is include in the code itself (rather than the EZcode that “points to” a database for the content or call-to-action).  Using an EZcode scan code leaves more room in print media to use for something else. “The size of an EZcode does not increase based on the information which it is linked to, while other formats are directly proportional to the amount of data delivered [except when generated by ScanLife],” says a ScanLife in its “EZcode Benefits” brochure. See page 2 of this brochure for a terrific chart showing a comparison of size examples of EZcodes versus QR scan codes.
3. EZcodes Are Easier To Scan On A Smart Phone – the simplicity of an EZcode density design make it easier to scan. While EZcodes and QR codes may be equally easy to scan in a magazine, that’s not true of outdoor boards, clothing and other uses.
4. EZcodes Are Faster To Scan On A Smart Phone – the simplicity of an EZcode also make it faster to scan. Seconds count to get the call-to-action completed.
5. EZcodes Are Easier to Reproduce – the simplicity of the EZcode design means it’s easier to reproduce – even as small as the size of a dime, for example. If you make a QR code the size of a dime, it’s likely that the QR scan code will not scan!
6. ScanLife App Is Pre-Loaded on Many Smart Phones – Since the ScanLife app (free) that reads EZcodes is pre-loaded on many smart phones, you’re a step ahead. Plus, the ScanLife app reads every major barcode format including: Quick Response (QR) and Datamatrix scan codes. Millions of mobile phones with the ScanLife app can read EZcode scan codes. [Scanbuy reportes 25 million as of 6/23/10]
7. No One Ever Gets Fired For Buying From IBM – You’re in great company with EZcodes. Major marketers using EZcodes include: McDonalds, American Airlines, Sears, CitySearch, US Air Force, Case Western University, Sprint, Guinness, Billboard magazine, Morgans Hotel Group, and Car and Driver magazine.
8. Pre-Built Scan Code Tools – With EZcodes, in addition to launching a webpage, you can (easily) create a tweet; run a sweepstakes; automatically initiate a pre-determined phone number; send a text message; automatically open a message with the address and text fields pre-filled; launch a carrier specific menu; send all basic contact information to the address book;automatically save a calendar entry (and more). In the NYC Times Square campaign, I would have preferred pre-filled in tweets to create audience engagement, or at the very least, a NYC mobile optimized websites, as Mashable suggests.
9. EZcodes Are Smart (Change Info – Even After The Code Has Been Published) – You can print an EZcode scan code in a magazine without knowing the info that you will associate with that EZcode. Plus, even after the scan code is in use, you can tweak your content. Perhaps the production deadlines for the NYC spectacular signage was before NYC knew what content it wanted to provide, so it had to go with an existing URL at the time of production. Had NYC used EZcodes, it could have changed the URL that it “points to” during the campaign!
10. GREAT! Recommends EZcodes – Just because you are starting to see QR codes in the U.S., doesn’t mean that’s the best choice. Once you do your research, you’ll agree that the scan code of choice for U.S. marketers will be easy an easy decision – EZcode.

QR Code • Twitter Example (Text SCAN to 43588 for free scanning app)

Recommendation For ScanBuy To Help Ensure The Success Of It’s EZcodes

ScanBuy offers two pricing strategies for using EZcodes:

• pay a flat monthly fee, or
• pay a one-time project fee based on the scale and scope of the project and the window that the EZcodes will be used

The challenge with these two pricing options is that you have to have a conversation with ScanBuy for every project. At best, this is cumbersome in the get-to-know ‘em phase. (Personal usage of EZcodes is free, but no analytics and not all EZcode uses are offered.) At worst, some potential marketers will fail to test EZcodes and opt for a free QR code generator without knowing what they are missing.

I recommend that ScanBuy eliminate its free personal usage EZcodes and add the following ScanBuy Membership plan:

• $49 12-month ScanBuy membership; includes up to 5,000 scans per year (a penny a scan) and then 2 cents per scan. Offer a free introductory special now through 12/31/11 (via promo code); or $24.95 for the first 12 months including up to 5,000 scans free. Offer pre-pay options for various buckets of additional scans within 12 months. (e.g. pre-pay $50 for 5,000 additional scans.)

• The 12-month $49 membership offer enables an affiliate marketing program to be implemented to generate revenue to cover marketing this expense (even if discounted to $24.95); and, more importantly, enables offering the same EZcode service to every customer (offering analytics and all versions of EZcodes options) so Clients and Agencies can test a full-working robust account without having to disclose its marketing plans to ScanBuy.) Codes can be retired – and re-cycled – if the annual 12-month membership is not renewed.

• After 5,000 scans, the ScanBuy member can either pay monthly via credit card; cancel the account (all codes for this customer will no longer work); or – in the case of a major account, request and receive special one-time project or monthly pricing. (Large projects/accounts will need to know fixed costs up front in order to budget for the project.)

• Even once large projects end, ScanBuy members can still opt to pay the two cents per scan to keep the codes active (or, pre-pay for a bucket of scans for predictable savings.)

The annual $49 12-month membership revenue will generate substantial revenue for ScanBuy beginning with annual renewal of membership. Plus, by the 13th month, it’s a an easy business decision to renew the EZcode membership and to pre-pay for EZcodes in exchange for predictable savings.

[For 101 Uses For Quick Response (QR) Codes: Creating Audience Engagement With The Next Killer U.S. App, please see my That's GREAT! blog post of June 12, 2010. To download the free ScanLife app for your smart phone, text SCAN to 43588; search your app directory for ScanLife; or go to getscanlife.com]

Related That’s GREAT! blog posts: [Added 8/2/10]

• That’s GREAT! – 101 Uses For Quick Response (QR) Codes: Creating Audience Engagement With The Next Killer U.S. App (6/12/10)
• That’s GREAT! – Top 10 Reasons ScanLife EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/11/10)
• That’s GREAT! – Top 10 Mistakes To Avoid When Integrating 2D Quick Response Codes In Your Marketing Plans (8/2/10)
• That’s GREAT! (8/20/10) Product Camp Atlanta: Social Media Meets Quick Response (QR) Codes: 25 Great QR Ideas In 10 Minutes (Then We Brainstorm 25 More Ideas)

Postscript:

• Here are some comments – via Twitter – to this blog post: @christianoliver, @christianoliver (Since most scan codes take you to a URL, your mobile still needs a data connection to the internet.)

• ScanLife VP of Marketing David Javitch posted (6/21/10) a comment on the LinkedIn Group: 2D Codes for Global Media regarding the difference between Japan and the United States regarding scan codes and camera phones:  “… The main reason that Japan worked so well is because all of the operators preloaded a reader on devices which run on 2-3 operating systems, and that had great AF [Auto Focus] cameras (needed to read complex QR codes). They also focused on the QR code as the primary point of interaction.  In the US for example, AF cameras just started hitting the market in the past 10 months, and there are 6 different operating systems that all handle the camera differently (even different devices on the same OS work differently). UPC code scanning has also become quite popular here which is great because it creates adoption, but it also adds another layer of complexity.  So, we need to prioritize both the handsets and the barcodes which are most likely to be used by consumers and businesses. Right now, that is evolving very quickly based on what the market wants, and we will continue to be flexible to do what is best for the industry. The market will standardize, but that will likely happen on different timelines by region.”

• GoMo News – BA’s barcode causes confusion – Datamatrix or Aztec? (7/20/10) [UK based]

Disclosures:

• ScanBuy provided GREAT! with a free ScanLife EZcode scan code business account.

• [As of July 2010] GREAT! is a value-added reseller of *Scanbuy’s Scanlife 2D and 1D Platform for Quick Response (QR);EZcode; and Datamatrix codes. GREAT! provides two (2D) scan code implementation, scan code management and scan code consulting to clients and their agencies. Contact us.

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ATLANTA, GA USA – April 2, 2010 – OMG! I LOVE Project Runway in Lifetime HD. I love the storytelling, drama,* design challenges, people following their passions. And, while I may dress as a schlub, as an (aspiring) fashion and glamour photographer, I enjoy all the galm of fashion and glamour; accessories, models with (amazing) make-up and hair transformations walking the runways. I am a super-fan (even if I am outside the demo.) I have watched nearly every episode since my wife insisted that Project Runway is way more than sewing. “Sew” – for almost seven years, we have watched nearly every episode – together.

But – and this is a big BUT – Thursday’s (4/1/10 – Season 7/Episode 11) night’s episode felt like a missed designer challenge marketing integrating opportunity that might have been worth $1 million or more.  First the good news, Project Runway does a terrific job with product integration to reduce production expenses and provide a terrific prize package:

• $100,000 to start your line from L’oreal Paris
• $50,000 technology suite from HP and Intel to help you design your line
• A fashion spread in Marie Claire magazine
• Show your work at the Mercedes-Benz FashionWeek
• An opportunity to sell their line on Bluefly.com
• Mood Designer Fabrics
• Brother International Corporation
• Parsons The New School of Design
• The Garnier Hair Studio
• Clairborne
• Glaceau Smartwater

The design challenge on Thursday night’s episode was a red carpet look for Project Runway Supermodel, Fashion Maven Host and Executive Producer Heidi Kulm. The designer challenge marketing integrated marketing opportunity should have been: a red carpet look for an A-List celebrity attending [be specific] red carpet Awards show on [TV channel]. A non-competiting TV channel with a Red Carpet Awards Show would jump at this win-win cross-promotion opportunity. You don’t have to be sister TV channels to cross-promote together.

Click here to view the embedded video.

The winner of this Project Runway design challenge will:

• walk the the [Awards Show] red carpet with [celebrity] and with either Tim Gunn, Heidi Klum or Project Runway Judges Fashion Designer Michael Kors or Marie Claire Fashion Director Nina Garcia
• be interviewed – live – during the [Awards Show] Red Carpet pre-show about your “show-stopper” design worn by [celebrity]
• attend an [Awards Show] post party with [celebrity] and with either [Tim Gunn, Heidi Klum, Michael Kors or Nina Garcia]
• two great seats for the [Awards Show]
• [TBD Lifetime advertiser prize element]
• plus, after the [Awards Show] your outfit will be donated to the Clothes Off Our Back Foundation to help call attention to [charity]. [A huge integrated marketing opportunity here for more "legs" ...]
• Tweet from the Red Carpet

In exchange for the organic inclusion of [TV Awards] Red Carpet show within an episode of Project Runway that airs prior to the [Awards Show], [TV channel] provides:

• Design Challenge Prize: money-can’t-buy [Awards Show] design challenge prize (including air/hotel/limo/cash) – a money can’t buy prize for the designer that wins the Red Carpet challenge
• Consumer Marketing: TV promos that include Project Runway walking the Red Carpet Pre-Show
• Affiliate Marketing: promos for local affiliates to air to promote both Project Runway/Lifetime and Red Carpet Awards Show/[TV Channel]: affiliates would love this “two-in-one” promo
• National Ad Sales: To add irony to this Red Carpet episode, Country Artist Miranda Lambert was featured in a commercial promoting Cotton that aired in this episode of Project Runway. And, she was being photographed on the Red Carpet by the paparazzi! With enough time, Lifetime might have made money on this [TV Show] Red Carpet challenge by featuring Miranda Lambert in an outfit made of cotton. Or, use an A-List celebrity on another Lifetime show that has not been on Project Runway.
• Publicity: Paparazzi Red Carpet experience [Project Runway designer photographed with (celebrity) wearing the designer's "show-stopper" Red Carpet look]
• Social Media: YouTube, [TV channel] mylifetime, Flickr photos, website, inclusion in opt-in email blast
• Web Site: behind-the-scenes video from Project Runway
• National Consumer Sweepstakes: you and a guest (viewer of Project Runway) will walk the Red Carpet with the winner of this design challenge … to drive traffic to myLifetime.com or text & win
• Mobile: use of 2D/datamatrix codes on [Advertiser] products to launch Project Runway video on SmartPhones (2D/datamatrix codes are used EVERYWHERE in Japan. And, soon in the U.S.)
• And more … [Please use the comment feature below to add what you feel "And More" should include.]

Since the designers did a look for Heidi on a prior episode to have Heidi wearing their design on the cover of Marie Clare (brilliant idea), doing it a second time felt like the design challenge planned fell through.

Can your TV channel leverage a big idea? Or, does each silo operate in its comfort zone that does not require buy-in from one or more silos? One great, big idea can help all departments achieve objectives of:

• increase ad sales revenue
• increase affiliate revenue
• increase dot com revenue
• increase ancillary revenue

… by increasing viewership (and from key demos), increasing length of viewing and driving traffic to your website. It’s not about reach, frequency, GRPs, number of press clips, how many Twitter followers, Facebook friends, etc.

To be fair to all those involved in producing, marketing and distributing Project Runway, it’s possible that the switch to Lifetime from Bravo – with all the legal wrangling, the acquisition of Lifetime Entertainment Services by A&E Television Networks and many Lifetime leadership changes – were distracting to marketing integration opportunities. Plus, nearly all TV shows feel like they are produced in a vacuum and then handed off to the marketing team to promotion. The 4 P’s of marketing – begins with Product. With shrinking marketing budgets and new opportunities with social media, it’s essential that the silos of product, consumer marketing, affiliate marketing, publicity, on-air, mobile, ancillary revenue, national ad sales and dot com begin with a big umbrella idea that can be leveraged across the silos to produce results that far exceed silos operating separately. It’s possible to do more with less when we leverage integrated marketing opportunities with strategic alliance partners. As Tim Gunn might say, Lifetime, Bunim-Murray Productions and The Weinstein Company … Make it Work!

Got to go. The drama continues. Time for the shocking backstories on Models of the Runway in Lifetime HD.

*Anthony is eliminated. Maya quits. OMG Anthony is back! Seth’s model quits for Donna Karen gig. You made three dresses? Two winners in one episode: a first! Jessica Alba will be wearing Anthony’s dress on the Red Carpet. Jonathan; you’re out. Avida zane.

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ATLANTA, GA USA – March 31, 2010 – When you hear a great, big idea, do you know it immediately? Can you visualize success? Can you get buy-in from all your silos (and fast)?

AirTran Airways did  … when its Agency, Aspen Marketing Services, proposed their (brilliant) “Mark on AirTran” buzz marketing campaign featuring Comedian Mark Malkoff living aboard AirTran aircraft for 30 days to call attention to wi-fi on all AirTran flights.  And, while the campaign was completed nearly a year ago (June 2009), its social media websites (YouTube, Facebook, Micro-Site, Flickr, Twitter, etc.) are still delivering results for AirTran (and Gogo inflight internet). It’s a terrific integrated marketing case study. [Mark also lived in an Ikea store.]

The “Mark on AirTran” campaign was presented Tuesday (3/30/10) at the Integrated Marketing Summit in Atlanta by Aspen’s Director of Digital Analytics and Social Media Greg Asman and Senior Public Relations and Social Media Strategist Heather Dueitt. You can learn more about the Aspen Marketing Services campaign for AirTran by clicking here.

Click here to view the embedded video.

Beyond the measurable success of the campaign (with all its multi-silo “moving” parts and “legs”), here’s what I love:

• When AirTran was presented with a big idea (way beyond the scope of the request), they figured out how to say yes (even though it probably required participation by all of its business units).
• Never mind out-of-the-box; Aspen Marketing Services thought out-of-the silo to present their Client with an opportunity to have a huge success: even if the resources required far exceeded the original request.
• Social Media was leveraged to create extraordinary value in traditional media.
• Social Media was monitored in real-time to fine-tune tactics. (She just posted to our Facebook page that she was afraid of flying too, but Mark gave her the confidence she needed to fly. Let’s get Mark seated next to her for her flight home.)
• Aspen Marketing Services and AirTran were already working shoulder-to-shoulder with trust and respect so that together they could create magic. 1 + 1 can equal 58.
• It’s unlikely there was ever a conversation about: Return On Investment (ROI), estimated reach, frequency, gross impressions, how many Twitter followers we will get, etc. (And, there are plenty of after-the-fact metrics to show the success of this campaign.) It takes a Client with vision to say yes without a guarantee. These days, the risk of playing it safe can be the riskiest decision.
• The value AirTran received far exceeded the cost of implementation (including internal people resources). Way to go!
• AirTran employees could rally around the spirit and excitement of this fun campaign. (That added user generated social media content from the aircraft crew.) Way to go activating the team!
• Aspen recommended – and AirTran agreed – to initially launch the campaign organically (with embargoed media on the first few flights: USA Today, AP, New York Post and WABC-TV.)
• Mark’s AirTran frequent flier miles – A+ Rewards from 135 flights – were turned into a sweepstakes.
• The campaign had “legs” for seven key AirTran Airways markets.

Congratulations to Aspen Marketing Services and AirTran Airways. Together, you demonstrated that a brilliant idea + social media + shoulder-to-shoulder Client/Agency teamwork = priceless promotion.

Note: GREAT! is not affiliated with Aspen Marketing Services or AirTran Airways. We just want to acknowledge Aspen Marketing Services for a brilliant idea, their Agency-Client relationship and their super-fast implementation.

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ATLANTA, GA USA – February 2, 2010 – Here is my big idea* for a new social media internet platform for large-scale transformational change to help raise money for nonprofits.

[This proposed GREAT! idea needs best-in-class large corporations to collaborate on building and marketing this new social media internet platform.]

GREAT! Big Idea

YouCanCountOn.Us** is an online marketplace for people to volunteer their services in exchange for 100% of the payment – for these services – going directly to the volunteers’ nonprofits of their choice.

Tactics (“Search By” and “Sort” Tactics with some examples)

• Service – Select Photographer within x miles of Zip Code to see price and nonprofit to receive $$$

• Location – Select x miles of Zip Code to see all services available and sort by service, price or nonprofit [Plus, mobile location app]

• Nonprofit – Select [specific nonprofit] to see services and prices to benefit this nonprofit

• Wish List – Select “Wish List” within x miles of y for service you would like and payment offered

• Gift Registry – Register your gift list of services or search a friend’s Gift Registry

• Virtual Services – examples include: design, writing and programming

• Community (“Walled Garden”) – such as a school, church or Nonprofit (with ID/Password) [Implement via Causes Facebook app]

• Price of Service – show all services and sort by price

Features

• Wish List – notification alerts when a “wish list” service is added x miles from Zip Code

• Friend-Get-A-Friend – email notification to buy your service to benefit nonprofit

• Let’s Split It – 50/50 feature: 50% of donation to volunteer’s nonprofit and 50% to buyer’s nonprofit

• Nonprofit Tools – to encourage their volunteers and donors to offer services

Examples of Benefits to a Credit Card Company to Fund and Champion This Idea

•   Increase base, share of wallet and usage of [credit card]

•   Add value to [credit card] membership through exclusive [credit card] benefit

• Differentiate [credit card] from other credit cards

•   Increase transaction size and increase feel good factor towards [credit card] membership

•   Generate income for nonprofits in America (Phase 1) and across the Globe (Phase 2)

•   Generate social and traditional media coverage for [credit card]

• Build on the success of [credit card] Pro-Social initiatives

Potential Strategic Alliances

•   a major online auction site to provide the online market place, including “Buy Now” and auction pricing

•   a major online market place for services to offer virtual services

•   a major online service provider to enable easy payment solution to 1,500,000+ nonprofits [501c3]

•   a major video hosting service to provide online video clips to promote services offered

Marketing

•   Launch includes 50-market launch with a local media partner to help reach critical mass quickly (listings and viewers of listings): “You Can Count On Us: Atlanta! Go to (example): YouCanCountOn.Us/Atlanta**

•   Nonprofits add a youcancounton.us link to their home page that links to a “walled garden” community of services offered that exclusively benefit their nonprofit.

Backstory

In 2008, private giving to nonprofits in the U.S. was down 6%, reports The Wall Street Journal (2/1/10).

“In April [2010], world leaders and philanthropists will meet at Oxford University in London for former eBay President Jeff Skoll’s annual forum on social entrepreneurship,” reports The Wall Street Journal (2/1/10). “This year’s title: Catalyzing Collaboration for Large-Scale Change.”

“The once-booming nonprofit sector is in the midst of a shakeout, leaving many Americans without services and culling weak groups [nonprofits] from the strong. Hit by a drop in donations and government funding in the wake of  a deep recession, nonprofits – from arts councils to food banks – are undergoing a painful restructuring, including mergers, acquisitions, collaborations, cutbacks and closings,” reports The Wall Street Journal. “The nonprofit sector includes everything from universities to hospitals, arts councils to homeless shelters. While all categories [of nonprofits] are suffering, human service organizations – which account for nearly one-third of public charities – may be hurting the most. Private donations to these groups fell 12.7% in 2008, while demand for such services was booming.”

May I Get Your Help?

While this idea can be implemented organically by a non-profit (e.g. a school fund raiser) without the proposed social media internet platform, the creation of this new social media platform will enable all nonprofits to easily “plug in” to leveraging their stakeholders: donors, volunteers and Clients.

Perhaps you can get this idea in front of one or more of the people or organizations quoted in The Wall Street Journal (2/1/10) Beyond The Bubble: America’s New Economy column authored by Shelly Banjo and S. Mitra Kalita (with help from Robert A. Guth) headlined: Mergers, Closings Plague Charities:

1.      Diane Aviv, chief executive of Independent Sector, a coalition of 600 nonprofits

2.      Giving USA Foundation (tracks charitable contributions)

3.      American Red Cross

4.      Catholic Relief Services

5.      Business Civic Leadership Center (nonprofit arm of the U.S. Chamber of Commerce)

6.      UNICEF

7.      United Way

8.      Paul C. Light, professor at New York University’s Wagner School of Public Service

9.      Tim Delaney, chief Executive of the National Council of Nonprofits

10.   Elizabeth Boris, director of the Urban Institute’s Center on Nonprofits and Philanthropy

11.   Jerry Hirsch, entrepreneur that started The Lodestar Foundation

12.   Lois Savage, president of The Lodestar Foundation

13.   Former eBay President Jeff Skoll’s annual forum at Oxford University for social entrepreneurship. This year’s title: “Catalyzing Collaboration for Large-Scale Change”

14.   Girl Scouts of America

15.   Peter Goldberg, president and CEO of the Alliance for Children & Families

16.   Big Brothers Big Sisters

17.   Boys & Girls Clubs of America

18.   Causes Founder Joe Green

*If you think this is a big idea, please give the link to this idea to your friends or colleagues at: American Express; VISA; MasterCard; PayPal, eBay; Amazon; YouTube; justgive.org; guru.com; United Way; The Coca-Cola Company; McDonald’s Corporation; philanthropists and nonprofits (that have relationships with these companies). Short URL to this idea: http://j.mp/99E3kQ. This blog post is about putting a big idea “out there” to find its audience: attract interest, discussion and action. You may be one degree away from a friend or colleague that can turn this idea into action: helping charities across the globe. Thank you for your help!

**Website name reserved as a placeholder; not implemented

_________________________________________

Dan Smigrod is GREAT! Chief Executive Officer & Chief Creative Officer.

Dan Smigrod

He founded his GREAT! Agency in 1988. His passions include international travel, Argentine Tango dancing, fashion and glamour photography and all things social media. Dan implements the social media and fan engagement strategy and tactics for GREAT! Client, ZOOZ Mobile, Inc. (ZOOZbeat), including ZOOZbeat Tweets, ZOOZbeat Blog, ZOOZbeat Update eNewsletter for the new ZOOZbeat Music reCreation Studio app for iPhone and iPod Touch.

A highlight of his 22+ years of his GREAT! Agency implementing turn-key travel experiences include chartering eight jet helicopters to fly a Client’s VIP guests from Las Vegas – in formation – to the Grand Canyon. Land. And, then have a champaign bunch with a former Miss America. Dan’s favorite travel/food/experience TV show is Anthony Bourdain No Reservations on the Travel Channel. Dan lives in Atlanta with his wife, Ann. Email: Dan Smigrod Twitter: @Smigrod

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