3.08.2011

David and Goliath

On Monday night, I had the distinct pleasure of attending the Jackie Robinson Foundation dinner, which is the organization's main fund raising event for the year. In the event program, Cooperstown Get Away, a company that promotes local tourism in and around the Cooperstown, New York area, placed a full-page advertisement which featured a QR Code.
When the code is scanned, the reader of the advertisement is brought to the desktop version of the company's web site which, for all intents and purposes, works fine as a mobile site, because it is not overly complex with respect to design and content. Besides finding links to a number of local museums and historic sites, the reader can also link to a contact form to request additional information, and to a PDF file which offers discount coupons for three local museums (Baseball Hall of Fame, The Farmer's Museum and Fenimore Art Museum).

Granted, there are some tactical elements of this campaign which fall short, for example, there is no descriptive or instructional copy alongside the QR Code, and the web site and scan resolve content are not actually designed or formatted for mobile but, from an overall strategic perspective, Cooperstown Get Away gets it. They understand that something of value and meaning needs to stand behind the code, let alone the advertisement itself.

So, where does David and Goliath come into the picture? Simple. In the realm of 2D technology, there are two types of companies that are making use of codes, small and David-like (i.e., Cooperstown Get Away) versus large and Goliath-like (i.e., take your pick of most any big brand found on this site) and, in this particular instance, David is trouncing Goliath. Knowing that an organization like Cooperstown Get Away probably doesn't have anything close to what a big brand budgets for marketing and advertising purposes, it's wonderful to see that it's not all about money when it comes to the use of the technology. Instead, it's more about understanding what's at stake for the consumer. Meaning, it's all about being less of an interruption and more of an offering of value, meaning, relevance, benefit, etc. via the 2D code.

2D Barcode Litmus Test: PASS

3 comments:

  1. Feeling generous today, Roger? ;)

    It IS telling that this 'David' can include more useful info through their code than some 'Goliath' who says that it would be too expensive to incorporate...

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  2. Steve: Thank you again for the comment. Please contact me, would welcome a conversation offline.

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  3. Too bad the site doesnt highlight the ommegang brewery

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