How to Utilize NFC for Print Marketing - Printing Impressions

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Smart Marketing Insights
How to Utilize NFC for Print Marketing

By

John Foley Jr.

February 26, 2015

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As a print shop, finding ways to consistently reach your audience is vital. The easier and more convenient you make it for your customers to communicate with you, the better for your company. That’s where NFC (Near Field Communication) technology can help you. So what exactly is NFC, why does it matter to your business, and how can you use NFC to engage your audience?
What is NFC?
NFC is a wireless technology that allows two NFC-enabled devices to communicate with each other, or an NFC-enabled device to communicate with an NFC tag. An NFC-enabled device is typically a smartphone but may also be a tablet. An NFC tag is a small chip usually embedded in a sticker, on printed material or inside a product. NFC is activated simply by tapping the NFC-enabled smartphone against another NFC-enabled smartphone or tablet, or against an NFC tag, which results in a launched Website, application or information being downloaded to the smartphone.
Once a current or potential customer taps their phone against your NFC tagged materials, it could lead them to:

Launch a Website, landing page or application
Pay for a product using the phone as a mobile wallet
Download important product, service or company information
Share pictures or files between devices

Why Does NFC Matter to Your Business?
NFC is quick and convenient for your customers and prospects to use. For example, a member of your audience could quickly become an inquiry by simply tapping their phone against a flier, or sign up for your next conference simply by tapping a poster.
NFC is becoming increasingly commonplace in smartphones and tablets. As users are getting used to using NFC for quick and easy access to information, your business can capitalize by using NFC to communicate with them. Some popular devices that boast NFC technology are:

iPhone 6*
BlackBerry Bold 9790, 9900, 9930
BlackBerry Curve 9380
Google Nexus 10, 5, 7
Lenovo K800
Lenovo ThinkPad Tablet 2
Motorola Droid devices
Samsung Galaxy devices
Sony Xperia devices

For a complete list of NFC-enabled devices, please visit NFCWorld.com.
*Currently, NFC in the iPhone 6 is restricted to Apple Pay, meaning that as of right now, iPhone 6 users cannot download images, articles, Websites or share contacts through NFC. However, this is just an initial implementation that is expected to change, so it’s important that your business is prepared and ready for an even larger number of users to begin utilizing NFC.
Ways You Can Use NFC to Engage Your Audience
Your business can make good use of NFC by making it quick and easy for your audience to get where you want them to go. NFC gives you an effective way to reach your customers with one tap. NFC tags are cost effective and easy to apply to printed materials or materials such as signage or even your booth at a conference or other event. So long as your audience can easily reach to tap it with their smartphone, you can use NFC.
Here are some places your business can make use of NFC:

Marketing materials – tap the direct mail piece to launch a Web page for more information or to download an information pack
Purchasing products – tap the flier or brochure to order and purchase products
Events –tap the booth or signage to learn more about your business and how it benefits its different audience groups
Networking – tap another phone to download an electronic business card or link to a Website
Re-Ordering – tap the paper reminder to order more products
Selling tickets –tap the poster to buy tickets to your upcoming event

NFC gives your print business a quick and engaging way to encourage your customers and prospects to respond to you. With one tap you can direct them to where you want them to go, meaning convenience for them and a way of building good customer relationships for you.

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John Foley Jr.
Author's page

John Foley Jr. is the CEO of interlinkONE and Grow Socially. John and his team help printers get on a strong path to marketing success. Their approach includes software solutions, consulting, Website development, marketing audits, and strategic marketing plans. interlinkONE’s software solutions for the print industry include their marketing automation platform, MAX, and ilinkONE V8. Learn more about MAX: Marketing Automation. Executed. by visiting MarketWithMAX.com, John at JohnFoleyJr.com, and his companies at interlinkONE.com and GrowSocially.com.

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Comments

Joseph Anderson

Mutoh continues to provide value beyond the box with its new ValueJet Status Monitor (VSM) system. VSM is light-weight software exclusive to Mutoh. Use VSM to monitor your ink system, heaters and even check for the latest firmware. VSM also utilizes Mutoh’s ColorVerify process control system to monitor your color output for consistent color production print after print. http://www.mutoh.com/smart-printing/valuejet-status-monitor/

Print Media Centr

Hi John… long time fan of NFC here and hoping it penetrates the market sooner that later! Even though I have been saying that for several years, I haven’t given up hope!  Two questions… What is the pricing structure for incorporating the tech into print campaigns, and with everything going to be universally “clickable/scanable” through camera phone sensors shortly <—HA! well shortly as in the adaption rate of a snail… how will that effect NFC?

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