Promotional Strategy
You've got my attention,
so what now?
So there’s this product that’s been in use in Japan since the mid 90’s. Developed to help keep track of items on the factory floor. Scanable and trackable and can hold as many as 7,000 characters. Essentially it’s a barcode killer. And finally it’s found its way into popular Western culture and is gradually picking up popularity steam.
The QR Code (quick response) looks a bit like an alien face (well it does to me) and can be created for free. The fantastic thing about them is that when a consumer sees an advertisement that engages them they can pull out their smart phone, launch their QR reader (I recommend the i-nigma reader, which can be downloaded free here) and scan the code. In an instant the viewer is experiencing your brand in a world where the physical ad isn’t even on the door list.
Quick, easy and free. So why is it that so many people are screwing it all up?
Over the past month I’ve scanned five different QR codes around Auckland and each time I’m directed to a lame website (which hasn’t even been built for mobile devices) with no specific call to action or added benefit.
We are bombarded with hundreds of messages every day, so why when you’ve just captured my attention haven’t you given me an experience?
I don’t want to be redirected to your website, I don’t want to have to register for updates. And I’m certainly not going to sign-up to a loyalty scheme.
We are working on some pretty exciting ideas with the Auckland Philharmonia Orchestra. One of their objectives is to attract a younger audience who haven’t been exposed to classical music.
Are QR codes the answer? Trick question – there is no ONE answer, we believe QR codes can be a component of a wider strategy. For instance, if I see a poster advertising an upcoming concert. It’s 50-50 whether I’ll buy tickets to it – the barrier to entry here is that I don’t know what the music sounds like. Scan the QR code which redirects me to the APO’s 30 sec Youtube clip and, guess what we’ve just shared a moment that has probably turned me into a follower.
How do you educate and inform peopleabout QR codes? Try the obvious approach like Calvin Klein and put up a huge billboard with one
Kaleb Francis
Kaleb Francis is a senior account manager. He has seven years experience in New Zealand; and in the last couple of years worked in the UK for Salter Baxter and Interbrand (London) his main areas of interest are brand strategy and social media. kalebm@marque.co.nz
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I agree – QR codes work if they add value and work on a mobile and not just the tablet ones! Look at the example of Tesco in Korea where they massively drove market share by using QR code billboards on the Seoul subway – they saved the consumer time and money
Interesting – here’s some additional insight:
QR Codes, a marketer’s dream or his/her biggest nightmare? http://jrgrana.com/blog/?p=403
Well said. Completely agree. No point in using them if you havent got your follow up strategy sorted out first. So many clients are requesting their use, but havn’t thought about why they want to use them. QR codes are in danger of being the next bandwagon and should only be used as part of an integrated strategy.
I agree, NZ needs a few smart, eye catching campaigns before QR will reach more than just the marketing geeks who want to see how other people are using it. The American phrase of “landing page” is so vital – the problem we are trying to solve is how to turn attention into action easily – so the landing page has got to be arresting, and have an easily ability to turn into action. I’ll be interested if you do a follow up to see how this campaign goes Kaleb.
@andrew
Yep the Tesco example is fantastic. If anyone wants to check it out follow this link:
Digitalbuzzblog.com – http://tinyurl.com/5uazdun
Also Diesel jeans is doing something quite fun utilising QR codes and Facebook:
Simplyzesty.com – http://tinyurl.com/3qnv4f8
Hi Kaleb,
Looks like a great use for a QR code.
I hope your poster explains what the QR code will do – something like “scan me to hear a taste of Chopin’s 15th symphony”.
@John – yep we will have a strong call to action on the collateral.
Would be quite interesting to look to use something like colors.me and see what sort of user interaction is generated after the performance. User generated content is the next step I think!
@KK – yes, a strong landing page with great content is crucial. I’ve included a new image in the post – Calvin Klein put up a massive billboard with a QR code on in. Sure it got attention however I don’t think the content was that great.
I’ll be sure to do a follow-up on how we go with them as part of a branding campaign we’re working on.
@Jo – you’re speaking our language here!
Are you clients B2B/B2C or a mix? I’n quite interested to know what areas/sectors are most interested in them.
Cheers
People will get bored of barcodes pretty quickly if they link to lame websites that aren’t optimised for mobile access. Completely agree. The real beauty of QR codes is that they offer incredible opportunities via back-end analytics packages. You can get stacks of vital information about the person scanning the code if your website is configured correctly, and see (in real time if you want) which of your campaigns or billboards or whatever other media you choose is working for you. This then builds your database and customer knowledge so you can fine tune your marketing agenda based on real world information.
Now that smartphone saturation in NZ has reached a tipping point, we’re going to see a lot more QR codes in NZ very soon. In fact much sooner than most people think.
Ollie what are your thoughts around RFID technology and how will it impact on QR code usage?
Great article Kaleb. QR Code technology has so much potential. Be such a pity for this potential to be diluted by companies using it to get hits or subscriptions.
Be keen to hear more on the ins and outs of RFID.
My 5 cents’ worth of RFID is that barcode technology and RFID technology can co-exist side by side and complement each other.
Barcodes (like QR codes) can be shared and downloaded via mobile or email whereas RFID can’t. Further, data storage associated with RFID is also a huge headache, and there’s no current globally aligned regulation or standards around transmitted frequencies which is less than ideal.
Scanning a QR code is a choice made by the consumer, a conscious act to engage with a product, event or service that’s a bridge between the physical and the digital world.
With RFD, it’s most often not, and I worry about the ethics of that.
So yes RFID can be great for some tracking and security, toll payments, ticketing and transport options etc but then there are further ramifications with potential infringements of civil liberties as a serious issue. How? Because the RFID technology keeps on working – and therefore huge amounts of data can be gathered without a person’s consent, which could be misused. A bit like the UK phone hacking scandal – was this fair?
Illicit tracking of RFID tags is therefore an ethical debate. I’m happy for my dog to be micro-chipped but I don’t want my kids to be – would you?
Without getting all Philip K Dick about it, RFID is most probably unstoppable and human implants are most likely just around the corner (if not already in current military applications to track soldiers) and then we’ll be getting into identity theft issues (for example) on scales not yet dreamed of.
I believe the consumer should have choice, and information to be open. I was never that into Bluetooth and Proximity Marketing. It’s ok to call me naive, I know I am. And actually, I quite like that about myself.
Superb info, thanks Kaleb, till now it has seemed more gimmick to someone such as myself but your great use of QR with the orchestra alights a world of possiblities. Cheers for sharing
Bruce Hopkins
http://www.actionactors.co.nz
Hi Bruce – thanks for the feedback.
If you haven’t seen this link already have a read as there are some great examples than can be used by everyone – artists, agents etc.
QR Codes – five great uses.
http://marque.co.nz/qr-codes-best-in-class
if you need some advice on how to set them up, feel from to flick me an email.
Best of luck mate.
Kaleb
Hi Kaleb,
How about a designer QR code that links to an MP3 of the orchestra playing, or to a video of same, or interviews with individuals in the orchestra – I’m sure you’ve thought of it already
Hey Ollie – when we were discussing these earlier in the year we thought 30 seconds of a performance would be great for people who were unsure what they would be getting.
Also special offers for people who scan codes is a way of incentivising – much like when people are asked to ‘like’ a page on FB.