Instant Marketing: Barcodes in Media

Transworld Snow is implementing a new technology this year that will make life a little bit easier for the consumer.   To connect with up to date information and an interactive web experience is going to be easier than ever before.  Scanning the ScanLife barcode with a mobile reader, i.e. smart phone, the user/consumer will be sent to the URL page.  This enables the advertisers to update the media links and news associated with their products and services without having to focus on costly modifications to media plans already being executed. 

Content is always current because the barcode can be updated immediately at any time. Advertisers can place these barcodes on any physical media, eliminating the need to type in Web addresses or search for specific content. 

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Publisher Adam Cozens

The world of marketing it is all about fixing a problem, or at least creating an opportunity.  Apparently typing in a web address is a bit of a problem.  It is time consuming and not always the most convenient on the fly.  In order to crack the clutter the barcode system will allow the brand to instantly connect their market to the brand community.


Read the press release and further information @ TWBusiness

Transworld Business Sustainability Series

I have been a board sport enthusiast for almost all of my years on the planet.  When I was a youngster my Dad got me my first Variflex skateboard that would always veer to the left due to shitty trucks.  As I grew older I would scrounge up my change and whatever money I could make selling baseball cards to purchase new decks, trucks, wheels, bearings, etc.  Every time I would snap a board or break a kingpin I would have to go to the local shop and spend my flow on new gear.  As years have gone by I have noticed that there is a lot of waste that happens on the user side of the industry, from broken boards to the desire to have the newest style clothes, shoes, or fashion accessories.

On the business side of the house there has been an emerging trend towards focusing on improving the existing model.  Transworld Business began a series of articles that highlight these improvements and what individual companies are doing to make their own impact.  This morning I awoke to the newest installment in my email,

"Volcom’s Sustainability Czars On Going Green V.Co-Logical Style"

I think that these are great strides that are being made by larger companies that have the presence in the industry to leverage the smaller, up-and-comers to look towards sustainable business models from their inception.  Check out the article linked above to see the Volcom Director of Sustainability and Social Responsibility's and Merchandise Manager's interview. 

Patagonia's Sustainable Initiatives

This morning I to opened my email to find that the Transworld Business Daily Update focused on Sustainability.  Transworld Business is a magazine publication dedicated to board and action sports and what goes on behind the scenes on the business side of the house.  

Earlier this week in class we had discussed the efforts of Patagonia to remove some of the informational barriers and opening their operations to the public in order to show that they are not perfect, but at least they are trying really hard and not lying about it.  I found that this interview with Jen Rapp really solidified that stance on being "Green" and taking active steps toward reducing the organizations impact on the Earth.  Something that was mentioned in the interview that really held some weight with me is the statement:

"Patagonia really believes there’s no steps that are too small."


I have noticed that in the action sports world there really aren't a whole lot of ways to reduce the damaging practices while continuing to provide the consumer/ athlete with the highest quality of performance good.  Certainly there are some practices that are completely unable to be "Green".  For example, Rapp states "There’s no such things as green neoprene."  But they will still continue to make their wet-suits.  I like that.  


The payoff of taking an honest approach to the question of how sustainable a business operation versus "greenwashing" results in greater consumer attitude toward the company as a whole. Patagonia has done an excellent job of sharing their hopes of reducing their impact and refining their practices to provide a product that is less harmful to the environment while still great for the end user.  Any step truly is a good step toward the end goal of being more responsible, even if it means taking a cut at the margin  during the time that it takes for the dynamic to shift.  For now being green may be more expensive, but once we all get on "board" we can bring down the cost of responsible and environmental manufacturing.

Full Article:  "Catching Up With: Patagonia’s Jenn Rapp On Environmental Intiatives | TransWorld Business "Patagonia really believes there’s no steps that are too small." http://bit.ly/aEGLjg