QR Codes in TV Commercials

An advertising trend that just won’t seem to go away is the poor use of QR Codes.  I have been recently hearing discussions about using QR codes in TV commercials.  In my opinion this is a trend I hope does not continue.  Watch the following 30 second TV commercial from Scott Select then think about the following questions.

Did your phone load the QR reader fast enough to scan the ad?

Was the commercial over before you could grab your phone?

While watching it, thinking a favorite show was going to be ending its commercial break, were you inspires to scan the QR Code?

Our advice with QR codes is simple.  Use them with print, or don’t use them at all.  Our reason for saying this is because most of the US adult population still does not know how to use a QR Code, QR codes take time and patience when scanning, and does not cause driver distraction when placed on billboards or vehicles.

Did you see the QR code?  If not it was around the 25 second mark.  Good looking QR code design, poor execution.



Some Final QR Thoughts

Here are some final tips for using QR Codes!

1.      QR Codes are scanned using a cell phone, so while it should be common sense but make sure the area that your QR code will be located has quality cell phone service.

2.      Apple iPhones are one of the most popular cell phones on the market, and Flash video does not work on them.  Make sure the destination page for the QR Code does not have flash.

3.     Many smart phone users are still learning the benefits of smart phone technology.  Put some small print by the QR code telling the customer what they need to do with it, and what QR reader to use.

4.     How will you ever know if your campaign is successful unless you track data?  Be sure to look at your analytics to see how many people went to the page.  If your target market is not using the QR codes then it should be time to plan a new campaign.

5.     Be sure to make sure the QR Code works and takes people to the page of your choice before you make it available to the customer. 

6.     The customer took the time to scan your QR code, make sure it is worth their time and effort to scan your business’s QR codes.

7.     Make sure that the QR code provides new information, and is not just rewording what is already on the package.

8.     DO NOT REMOVE the information already on your package because a QR Code provides that information (yes we had a client consider doing that).  It’s a new technology that only some people are using; most people do not have smart phones with the QR code reader app installed on their phone.

With these tips and the previous examples of good and bad QR Use,  you should be in good shape to try QR Codes for yourself. Good luck!

The Good, The Bad, The QR Code

Yesterday’s blog took a look at ineffective ways to use QR Codes. Today we want to give you some good examples of QR Code use.

1. While I was at the Franklin Institute over the summer to see the Cleopatra Art Exhibit, QR Codes were found throughout the exhibition.  The QR codes were used as an extension to the exhibit.  Due to space many of the pieces on display had a QR code next to them.  Each code would take me to a site to extend my learning about the topic. 

Why is this an effective way to use QR codes?

First, I was engaged in the topic already and wanted to know more. The QR codes were used to extend my knowledge, not give me the same information twice. 

Second, people without QR readers may have missed out on the added information, but the plaques and video recordings gave them plenty of other information.

2. Best Buy has also been smart on how they are using QR codes throughout their stores.  The product sign lists all the information needed, but follow the QR code and it will take you to see customer reviews (the good and bad reviews) of the product you are thinking about purchasing. 

Why is this effective?

First, how often do you look at reviews from other customers when purchasing things online?  I know I review other opinions before making most of my Amazon.com purchases and I love to know what the lovers and haters of a product say about it to assist me in decision making.

Second, if I search online for the product to get reviews, I may find a cheaper price. This helps to avoid the online search for best price.

Now that you’ve seen the good and bad of QR Codes, read our blog tomorrow for some final tips and you can start using QR Codes in your own business!

QR What?!

One of the newest technologies being used by marketers are QR Codes.  I love embracing new technologies that market to customers and convey a message, but just like any new technology there is a learning curve for marketers and users. Many businesses love to embrace the newest technology hoping to set them ahead of the competition, and they rush into using the newest technology without a plan. When you’re adding new technology to a marketing plan, it’s best to plan for it.

Today, we’re going to look at some QR mistakes.

1. While at a business trade show I saw a sign for a QR Code that said scan to enter to win an iPod touch, 5 will be given out each day of the show.  I followed the QR code and it took me to the page to follow them on Twitter.  So I followed them on Twitter, and saw a tweet a little later that said there would be a drawing at 3:30 for the next iPod, showed up at 3:28, asked about it and waited two more minutes to make sure no one else entered to win, then walked away with my new iPod touch.   How could this company of been more successful with this campaign?

First, instead of using a QR code to take the customer to Twitter, just say follow us on Twitter.

Second, make sure you know your demographic. Many of the trade show attendees at this event were experienced construction owners, a demographic that is not always following the latest smart phone technology.

Many businesses used QR codes at their booths taking customers to the company webpage.  Sounds great doesn’t it.  But why should you have someone go to your company webpage to learn about your product when you have five salesmen within 15 feet of the customer. 

2. I received an email yesterday from a business trying to sell me something, so I opened the email to a QR Code that said follow me for a discount. I immediately removed my name from their mailing list for wasting my time.  How could this of been more successful? 

I was already engaged with their business by taking the time to read the email.  Just send the special, don’t assume a customer wants to work to find out what a special is when they may not be planning to spend money on your services right now.

The final lesson on new technology and QR Codes - don’t rely on technology to sell your product, when the sales team is available to talk to the customer and don’t make it difficult for a customer to find you. New technologies are all about making things easier for your customers.

What's That Code Again?

If you know what this is, than go ahead, tell me what it is and where it leads before reading another sentence. I'll be impressed - maybe there will even be a prize.  For the rest of you, don't worry. You haven't failed yet, but if you own a small business than you need to know now what this little box does.

This is a QR Code and if you have a smart phone you can go to your application downloading menu and search for QR Reader. After you download the app, take a picture and let the QR Reader decode the box for you. This box pictured above takes you here.

What this means for you and your business? Well, right now the technology is still new, however, it means that every product you have can tell a story, without telling it on a piece of paper with limited space. It means that people can know all about your business, your story, your product, your trip, your life with a bar code style decoder. Imagine the possibilities. You can show how your products are earth-friendly, how they travel, who built them, who designed them and you can inspire your customers to keep coming back.  Imagine having a strong core of loyal customers who love your product THAT much.

Apple imagined it. So can you.