Chase recently launched this print advertisement for its Sapphire card, which features a QR Code. (This is the left-hand page of a two-page spread.) When the code is scanned, dare I say that it resolves to a
mobile website? Well, look at that, it sure does. Haven't seen one of those for a while.
Other than placing the QR Code close to the gutter of the magazine and not including any kind of description, instructions or call to action surrounding the code, at least the company makes good on linking readers of the ad to a mobile website. Once on the mobile website, readers can find all they need to know about the credit card, from how to apply to how to redeem reward points, from service deliverables to credit terms and conditions. Readers also have the ability to email the offer to others.
As positive as I am on the advertisement from a 2D execution perspective, I am a little less so, however, from an overall strategic marketing perspective. Here's why.
These are the main copy (selling) points on the mobile website:
Rewards Flexibility You Need
- No travel restrictions or blackout dates when you book airfare or hotel through Ultimate Rewards(sm)
- Redeem rewards for anything you want
- Any flight, any hotel, any time with the Pay Yourself Back Guarantee
Service You Expect
- Our phones are answered by people, no prompts
- Enhanced Identity Protection & Zero Liability
Greater Value You Want
- Earn 1 point for every $1 spent on purchases
- No earning caps and no expirations
- Earn double points when you purchase airfare or hotel through Ultimate Rewards(sm)
Question for our viewers at home: What is Chase really offering here that is so above and beyond what most any credit card customer would expect from their credit card provider? All of this should be standard and given, not thought of as extras or real benefits. The one point I love the most is "our phones are answered by people, no prompts." Gee, how long has it taken Chase, or any other major U.S. company for that matter, to figure out that prospective and/or existing customers actually prefer to speak with a real live service representative instead of scrolling through an endless menu of options and recorded prompts?
Again, the execution of the QR Code works and makes sense, so for that I'll give it a "PASS." But, insofar as the company's offer, I believe Chase and most other financial service providers need to keep trying across the board. What ever happened to the free toaster?
Lastly, I have noticed a couple of other ads by Chase making use of codes and I am wondering if this is all being driven internally or through a code provider.
2D Barcode Litmus Test:
PASS
Could you please tell me the name of developer and or owner(s) of the patent for the QR codes that are being marketed all over the globe, chances are you don't know. I read about QR codes daily with absolutely no reference to the Patent holder of these QR codes. I also read on a daily basis how another big or small corporation, including fortune 500 companies, Mom and Pop businesses or even individuals, are now using QR codes. I have observed that most of the companies involved in the marketing or selling are not the developers and or Patent holders of the product, they are simply third parties who are taking the in the profits without permission(s) of the Patent holder. What door will this open in the near future. Lets say I own the biggest retailer in the Country. I decide to contract a marketing firm in which will set up and perform any or all maintenance on the QR code marketing program for my business, which of course there will be a fee. The QR marketing firm I hired turns out not to be the Patent holder of their marketed product now who is legally responsible, my retailing business, the marketer or both. Another example, I just bought a gold diamond ring off the street, I do not check the sellers proof of purchase as I can't resist the deal. I then go to the local pawn shop. The pawn shop readily, no hesitation, purchases the ring from me. During the purchase I show my drivers license and state verbally that the ring is not stolen. The pawn shop then sells the ring to a third party, third not fourth as the thief is long gone and is now just hearsay. The new buyer gets the ring appraised, the appraiser finds out the ring is stolen and notifies the authorities. Whose responsible, it would be both the pawn shop for not requesting proof of purchase or any or all forms to show proof of ownership and the seller, thus they're both charged with receiving stolen merchandise. QR codes is a great source of information and currently moving full stem ahead. Businesses beware law suits will roll, find out before starting such a campaign who is the patent owner and who has exclusive marketing rights in regards to the QR codes.
ReplyDeleteAnonymous: I understand your point and concern. As far as I know, when it comes to the Quick Response (QR) code, this was developed and by a company called Denso Wave in the early 1990s in Japan. They decided early on that they were going to allow others to use the code/technology for free and that no royalties, user or license fees would be charged. To the best of my knowledge this remains in effect to present day.
ReplyDeleteWith respect to any other 2D barcode, I am not certain as to who may hold the patent(s) and what the owner's terms and conditions may be.