Here's another one for the FAIL pile.
Sent to me by Erik Goldhar at QRe8, this photograph shows a real estate sign that features a QR Code. What? Can't see the code? Well, if you were walking down the street and got on your hands and knees and looked in the bottom right hand corner of the sign, you'll see the QR Code. Question to Forest Hill, the real estate firm that placed the sign, with the code just inches above the ground, who do you suppose is going to make the effort to stop, drop and scan the code, and why?
As noted in an article last week, 2D-based advertising is all about the user experience, before, during and after the scan. Clearly Forest Hill does not understand the concept of user experience, especially as it relates to 2D. Maybe the firm should take a page from the ClikBrix (a QRe8 company) playbook to 1) better serve their target audience and 2) derive greater value/return from their marketing efforts.
Regardless of where the scan resolve takes you, it seems as though Forest Hill wants to show itself as being a forward-thinking real estate firm, by making use of the QR Code. That may be all well and good, but if you look at the firm's corporate website you'll see that it needs to be modernized and given a facelift. In my mind, there is a definite disconnect between the corporate image presented on the website and the idea of wanting to be perceived as forward-thinking.
Based on what I see, it seems as though this firm views marketing on a tactical basis, getting things done as needed, when needed, as opposed to really looking at the situation from an overall strategic perspective. Big difference and a topic for a whole other conversation.
Lastly, going back to the use of the QR Code...where is the descriptive copy, where is the call to action, etc., etc.? Its all been said before.
2D Barcode Litmus Test: FAIL