Brochures, pamphlets, flyers, newspapers and print advertising have been the norm in marketing for many years. With the boom of the internet, print advertising has faced a downturn due to the availability of information through the web, cost of print materials, and the growing “green” consciousness of consumers. About a year ago, the Times Co. reported a loss of $74 million, one of their steepest advertising declines in generations, and in 2010's second quarter, the newspaper advertising slump moderated but print revenue was the worst since 1983.
Many print advertisers have websites, but still face major barriers since their online growth is slow and print continues to decline. Additionally, consumers are continuously moving online and making conscious efforts to go green. Which brings me to today’s blog post.
Microsoft Tag provides an amazing opportunity for advertisers, marketers, and publishers to minimize waste while bridging the gap between the real and the digital worlds.
In publishing, newspapers can cut the number of printed pages and use Tags to provide digital editorial content, classifieds, and even advertising. The result is lower printing costs, a smaller environmental footprint, and the ability to provide more content to readers in an interactive way. Simplistically, newspapers could become a real-life portal to the digital world.
Beyond the environmental benefits, Tag can help improve reader interaction with advertising, since Tag provides analytics showing how many people scan each Tag and their locations.
Some great examples of magazines successfully using Microsoft Tag include Allure, Entertainment Weekly, and Martha Stewart Weddings.
To see how Microsoft Tag works, download the Tag app, then scan this image (it goes along with today’s green theme).
Just like newspapers and magazines, organizations, small businesses, and communities can use Microsoft Tag to replace excessive printed materials such as brochures, maps, and company information. A great example is Lakewood Ranch, FL (pictured above). Lakewood Ranch Communities decided to blanket the community with Tags in order to reduce the amount of reprinted marketing materials.
“One of the many reasons we used Microsoft Tag was so that we didn’t have to reprint collateral to market our community," says Candice McElyea, director of marketing and public relations. "It also bridges our offline advertising and marketing materials with our digital assets. Tag’s dynamic flexibility allows us to change the message or communication behind the Tag on the fly, and use the same Tag that we have posted around our community without having to reprint everything.”
After considering the endless possibilities of Microsoft Tag to reduce printed materials and waste, what do you think? Let us know in the comments below or on Tag’s Facebook or Twitter pages.