Over the past 18-24 months, more and more companies have been hoping on the mobile barcode (e.g., QR Code, Microsoft Tag, SnapTag, Data Matrix, etc.) bandwagon, and have been doing so without fully understanding the technology behind the various code formats and how best to develop and implement an effective mobile barcode-based campaign. When operating in this manner, more often than not, the mobile barcode based advertisement or promotional campaign will result in a failed attempt to deliver for both the consumer and the advertiser, and the question could be asked, why bother with the technology in the first place, if not to just make the brand/product appear as hip, cool and/or technologically savvy.
When thinking about the use of mobile barcode technology, companies need to recognize that there are a number of best practices, marketing and technology related, that have already been established, field tested and proven to work. At the very minimum, companies need to be aware of and understand these best practices before they go about producing their first, or their fifteenth, mobile barcode based campaign.
One of the most fundamental best practices/rules of mobile barcode based marketing is that the campaign, specifically the scan resolve content (i.e., the content that a consumer is linked to once the code is scanned), should deliver value and benefit (monetary and/or informative) to the consumer who has taken the time and expanded the energy to read the advertisement, scan the barcode and take the desired action (e.g., sign up for emails, enter a contest, purchase a product, claim a coupon, offer a review, etc.). In addition to this, the campaign should communicate its message in a relevant, meaningful and purposeful way, as well as provide for social sharing. Lastly, if all of this can be accomplished in a creative, innovative and original manner the better, as this alone will help to attract attention to the advertisement, increase scan rates and drive overall response.
To illustrate the above, here’s a real life case study.
Flatiron Wines and Spirits, a retail wine and liquor store, located in the heart of New York City, has yet to officially open its doors, but has this stopped the company from raising brand awareness, establishing a presence in the neighborhood, building an email list and enabling consumers to share information about the store? No, it hasn’t. How then, might one ask, is all of this being accomplished if the company is not currently open for business? It’s simple, with a mobile barcode.
Located on the front window of the store is a large QR Code (see image below) and above the code is a call-to-action which reads, “Scan this for a special grand opening offer.” When the QR Code is scanned, the consumer is linked to a webpage that explains the special offer, which is a free bottle of champagne with the first purchase of a case of wine. To receive the redemption coupon for the bottle of champagne, the consumer is asked to provide an email, so that they can be added to the company's email list. The website also offers the interested consumer (read: self-qualifying prospect) the ability to learn more about the store and its product offering, and to share this information and/or interactive experience with people in their social network via a Facebook or Twitter page link.
This campaign, as simple as it is, speaks volumes as to how to effectively make use of interactive technology, such as 2D barcodes. The company wins, because it is able to make a name for itself, interact with potential customers, start the process of building loyalty and generate social referrals (i.e., word of mouth). More importantly, consumers win, because they are able to try a new brand/product (i.e., the retail store itself, not necessarily the wines and spirits within) and be rewarded for the effort (i.e., the free bottle of champagne).
Where some companies over think the use of mobile barcodes, others are not thinking enough. In reality, it’s not all that complicated as made evident by the case study above. For advertisers, put yourself in the place of the consumer or prospective customer and ask, what would I want? What would be of value, benefit, meaning and relevance to me, and then act on it, as the campaign is developed and implemented. Lastly, the advertiser cannot lose sight of the fact that the barcode scanning/mobile experience must work seamlessly, from end to end, in order for anything good to come out of it in the first place.
While the information provided in this article is by no means the end all and be all with respect to mobile barcode advertising, it does, however, offer an advertiser an overall frame of reference and a solid foundation on which an effective campaign can be built and implemented.
Good points. One other, besides having a call to action, is getting the QR code itself noticed on a page. That's partly why Microsoft's Tag codes were designed, to allow colorful graphics. So it's probably to be expected that after 50 years of consumers thinking of bar codes as something that only store clerks and checkers scan, that it won't get their attention. Adding colors and 3d designs and making sure the code itself is at least interesting, will get readers to see it, and not ignore it.
I like your point that the barcode should lead to something that has value for the consumer. I think that to a large extent, QR codes in general have lost some of their steam because often they are not marketed right. I really like the example you used though - this is a very effective way of generating interest, not just going through the motions.
Sarah
Mosaic Technology
http://www.mosaictec.com