Eric Ungs

Posted by Eric Ungs

Augmented Reality has been around for some time now but really created a hype in 2009, but I think in 2010 the kinks will be ironed out and it’s going to go from hype to implementation. By implementation I mean small businesses really utilizing this tool for mobile users and local search.

Augmented Reality (AR) has different interpretations but for the most part it’s taking reality, seen through a camera (mobile), and adding a computer driven layer that includes data and imagery by using the phone’s location-based services, and compass.

The future is now…

With the revolutionized geo location software capabilities already in play on our mobile devices and now augmenting reality with those same devices, makes the “futuristic” AR the next BIG thing for 2010.

For instance, you’re walking down Michigan Ave. and you’re in search of restaurants, whip out your smartphone and point your camera down the street. Not only do nearby restaurants start to appear, but by clicking on a particular restaurant their specials at that very moment appear, menu items, business information, ratings and reviews by other consumers, the latest tweets, etc. The app searches the internet for all relevant information on the restaurant so you can choose the best dining experience based on the data that’s drawn.

This is not only powerful for restaurants, but any small business; dry cleaners, carpet cleaners, auto repair, etc.

A lot of the AR apps available now are more directed towards tourism. For instance, one is viewing a historical building and wants to know a little background on it, just point your phone at the stunning architecture and tons of relevant information is suddenly at your fingertips; Wikipedia entries, tweets, blog posts, news articles, etc. Become knowledgeable of your surroundings instantly.

Smartphone and Touchscreen phone usage is on the rise and quickly…

These types of capabilities on smartphones is going to be around for the long haul. The usage of smartphones has skyrocketed in the last couple of years. ComScore, in November, released a study showing that in August of 2008 Touchscreen phone usage was at 9.2 million users (with a 153% change of increase) to 23.8 million users in August 2009. Smartphone usage in August 2008 was at a whopping 20.7 million users (with a 63% change in increase) to 33.7 million users in August 2009.

Below are a few examples of AR apps found on BusinessWeek’s Best iPhone AR apps for Business post:

Yelp
- The new Monocle feature is activated by pointing your phone at a building and it then compiles data driven from Yelp.com.

Screenshot below provided by Rachael King

Urbanspoon

- This application is based on ratings and reviews for restaurants. Point your phone at a particular restaurant, center it in the cross hairs of your scope, click on the restaurants name and you’ll be able to view the most recent ratings and reviews compiled from various sources.

Screenshot below provided by Rachael King

New York Nearest Subway

- This app allows you to look through your phone’s camera to locate the nearest subway.

Screenshot below provided by Acrossair

Augmented Reality is quite fascinating and it’s going to be interesting to see more players get involved and also how the small business community is going to tap into this.

Have you used any of the AR apps? What were your thoughts?

Posted by Eric Ungs

Marketing is getting people who have a specific need or problem to know, like, and trust you.

This is the definition John Jantsch uses for small business marketing. John is the author of  “Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide“. This is the type of book where you read it once and ideas flow, then you read it again filling in your own marketing strategy. It really gets you excited about communicating your business.

Everyone is in the marketing business.

John refers to this statement over and over again. Regardless of your product or service, your in the marketing business. Small business owners get overwhelmed in even a simple thought of implementing any kind of marketing on top of running their day-to-day business operations. If you, as a business owner, use just one core ingredient to start out with your  plan, your business will reap benefits. But, the outcome lies in being consistent and true to that one ingredient. When your ready, grab some more duct tape and put its sticky system to use.

Before you can implement anything there are two elements that must be answered:

1.) Identify your ideal client.

What does your most loyal customer look like?

2.) You don’t sell goods and services, you sell solutions to problems.

What are you really selling? (click here for further thoughts)

After some soul-searching and really understanding who your client is and what they’re really purchasing, this lays down a solid foundation to build a successful campaign.

John really emphasizes on creating a group of extremely loyal customers (influencers), and then utilizing his referral system. This group of influencers can take your profits from a flat line to a steady upward slope.

Not only did I read this book with  a mindset of marketing a small business, I also read it in terms of marketing my own personal brand. I think there are a lot of relevant elements in doing so… I want to dig a little deeper into this thought and will post something soon.

This book definitely needs to be in the hands of anyone doing any kind of business. It’s a thought-provoking read in the way you view your own business image and how you can get your customers to see it the same way, if not better. The short review tips at the end of each chapter are excellent refreshers and the examples are idea generators.

Is this a two thumbs up read? If you’ve read it, let me know what you thought?

Posted by Eric Ungs

Photo courtesy of mrkittycatguy

This weekend I started reading “Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide” by John Jantsch (amazon link). He also has a very informative blog and podcast.

I am currently a little over half way through and right off the bat, 30 pages in, he poses a question that I couldn’t get out of my mind. I stopped, pondered and grabbed an old fashion pen and paper and started writing.

This question is an important aspect in forming a solid marketing plan and doing any type of loyal business. The way you answer is even more crucial.

What are you really selling?

Answering this question correctly is the first step in setting your business apart from your competition. It’s what encourages repeat business and referrals. It’s what creates a trusting and well-respected relationship between seller and buyer.

Most will answer this question with some kind of product or service, some kind of physicality. But that’s not the case at all. As a business owner you need to dig deep and do some soul-searching in what it really is that consumers are purchasing from you.

As a Realtor, for example, your answer shouldn’t be just homes. What you are really selling are memories, neighborhoods, sense of security, pride, new chapters, new beginnings, 4th of July barbecues on the back deck, snow forts in the front yard, etc.

Once you are able to communicate to the buyers what they’re really buying (and disclosing what’s in it for them) then your service becomes unique.

Tom Peters quotes the Harley Davidson executive who said: “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” They don’t sell motorcycles.

So, what are you really selling?

As I was relaxing and enjoying the Iowa vs. Penn State college football game over the weekend, I was shuffling through a recent Sports Illustrated issue. To my amazement I stumbled upon an advertisement for the University of Northern Iowa. My initial thought was, Wow! UNI is not messing around during these tough economic times for national advertising. But then I pondered for a minute and came to a consensus that most likely Sports Illustrated is offering a targeted demographic advertising approach through its national publication.

The direct/targeted advertising made my browsing experience create a whole new intimate connection with both UNI and SI.

With SI’s national presence the ad drew me in to feel a sense of connectedness. I was extremely shocked to see this ad, the ad itself is nothing to hype about but the logistics of the full page placement is very powerful. I am not certain how long they have been doing this or if it indeed was a national ad placement, though I doubt it. This type of targeted placement is what the industry needs in a time where content is moving all online. This could definitely buy the magazine and (national) newspaper industry some more time before the unthinkable occurs.

Am I a little late to notice this concept or is this relatively new? Or was this ad placed in all issues?