QR codes: Not for entertainment use only
April 21, 2011 Is the QR code a tool for marketing or a toy for marketers?
First, what exactly is a QR code? Denso Wave, a subsidiary of Toyota in Japan, created the original QR code (pictured) as a way to track parts in vehicle manufacturing. Similar to bar codes, QR codes can store data that can be read by a scanner. What makes them better than the familiar bar code, however, is that a QR code can store up to several hundred times more data in a smaller space.
The chatter lately, though, has surrounded the QR code’s use in marketing.
To be clear: QR codes are not a form of marketing. A QR code is simply another tool for engaging consumers as a component of an overall marketing strategy.
Now that marketers have discovered them, QR codes are being used in ads and on business cards,
websites, packaging … you name it. They are storing web addresses, contact information, product features, raw data, etc. The most popular marketing use for QR codes is to help consumers link to websites or share their personal contact information with a company.
Am I the only one thinking, “So what?”
QR codes aren’t making my life (me, Joe Consumer) easier. Sure, being at a meet-up and having the option to scan a QR code instead of taking a business card is convenient, but I’m not so sure I want to give up the experience of the actual card exchange. (And how will I dodge stalkers and people I don’t want to have my info? “I’m sorry, I must have lost my QR code” doesn’t have the same ring as, “Oh, sorry, I’m out of business cards.”)
If using a QR code doesn’t save me time, effort or money or create a fun experience, then I can’t see a reason why I would care to engage.
So why the clamor to implement QR codes in marketing? Sure, the public needs yet one more way to get discounted products, free experiences and other ways to devalue your product/brand (sarcasm intended). To quote a good friend, Vince Freeman:
“Tactics without strategy are useless.”
So my question is directed to the digital marketers of the world:
How are you using QR technology to create value for your organization instead of using it merely as a vehicle for product depreciation?
Incentives such as discounts and free stuff can be ways to train consumers to utilize QR codes. Beyond that, here are my thoughts on how you can leverage QR codes to your benefit:
- Track effectiveness of tangible marketing collateral: Assign a unique identifier to each piece of collateral you release so you can measure relative impact. Do you have brochures or fliers in various locations? How about posters, print ads, TV and movie spots, video game product placements? What about billboards?
- Identify your audience: What if you loaded a QR scanner into your company’s mobile app? Use the app to identify people scanning your codes to better track their habits so you can adjust your marketing tactics.
- Complete the sale FASTER: Now that you are using QR codes to identify your audience and validate your marketing, push the consumer into the sales process. Turn the tangible world into a virtual mall: Use a QR code to process food delivery/take-out orders in less time. Advertise a Prada handbag and sell it on the spot.
The QR code’s true power lies in its ability to bridge the gap between tangible and digital. But it’s not really the QR code that’s exciting, it’s what the tool represents – a new era in marketing. An era where we can identify our audience’s habits and interests, then make more than just our best guesses by drawing educated deductions from harvested data. An era when we marketers can measure the value of ads not by estimated impressions, but by actual engagement and identification.
What if …
A professional sports team identified all its mobile app users, then built a QR reader into the app. Then, a fan like me might come across an ad for a special on team can koozies. I’d scan the ad to get the special, the team would ship my purchase to my home, and voilà – the transaction is automated because my contact info is already in the team’s secure database. DONE! And I’m still on my couch.
If I didn’t want to purchase at that particular moment, the team could create and email (or mail) a rain check to me, which could prompt other purchases the next time I go to a game.
So, do I think QR codes are the future? NO.
Do I think QR codes are getting us there? YES.
What about you?
Denso Wave, Marketing, QR code in Featured
Reader Comments (5)
What I can tell you is that both my QR code shirt and especially my business cards have been an overwhelming success. No other business card has created the engagement level as ones with the tracked QR code on it. I do track it by the way. I find the experience to be the opposite of what you describe above. Not only does it create conversation, but people keep the card, show it to others, and on occasion ask me for more. At a recent Social Media Club Indy event 5 people scanned my shirt. The resulting conversations were meaningful and memorable.
True though that QR codes are no different then any other tool marketers have at their disposal, that is to say, all have the potential to be used without real thought, success or tracking.
Tyler, does or organization have a vested interest in socialQRcode.com? Do you mean 2011 is going to be the year for QR codes to be used in marketing initiatives? Hit me with your thoughts on why you think that !
Kevin, Glad you liked the post! I'm not surprised that people scan your t-shirt at Social Media events. Social media meetups are for the discussion of trends and technologies (new and old) in social media, Would the average joe take the time to scan your business card? If they have your business card, why not just give them your contact info instead adding another step? I, for one, enjoy a level of anonymity.
The reality is that marketing tools are meant to guide the consumer in and through the sales process ultimately (hopefully) resulting in conversion. There is an ancient proverb that says "Marketing for the sake of marketing, is meaningless." So, if you are going to use QR codes to lead to a sale (or years of sales), what is the best way and why do you think it's the best way?
Thanks for the comments!!
Regardless if they scan the code or not, I have an increased and unique way of engaging with them. They ask what it is or say oh I have seen these. I want the conversation and connection not just the delivery of info they may or may not use. Will the average Joe scan it? Some will, some won't no different then how some will react to other marketing tools while others won't. It isn't just about the info it contains.
One more clarifier, the card contains enough info contact me without scanning. The shirt contains my twitter @kmullett on it. Either way, success is not measured purely by scans. That's my marketing strategy for using them. :)