Edelman Leather, a manufacturer of premier leather for upholstery, has launched a new print campaign, which features a QR Code. This full-page, right-side advertisement was spotted in the current issue of Architectural Digest, and one thing worth noting about the code, other than the fact that there are no instructions or descriptions accompanying it, is that the code is not displayed in the most ideal location. Putting the code up against the gutter lessens its visibility, as readers thumb through the magazine, and also makes it a bit more difficult for readers to scan. Ideally, the code should be placed opposite the gutter or in the center of the page.
When the reader of the ad scans the code, he/she is brought to the "what's new" page on the desktop version of the company's main website. Ho, hum. While it's great that the company wishes to announce and promote a new line of leather products, there is absolutely no incentive or call-to-action to motivate someone to order samples, place an early order, or even request additional information. Nothing. Once again, a company extends its hand to engage and interact with a prospective client, but chooses to walk away before doing so. Either business is that great and Edelman does not need to rely on winning new customers, or the marketing/creative team simply did not think through the 2D/mobile experience full or far enough. My guess is the latter.
Companies need not feel overwhelmed by the thought of using 2D barcodes in their advertisements. Yes, there are a number of nuances to the technology from a technical and marketing perspective, but all it really takes is some well thought out planning, time spent learning about 2D and mobile marketing best practices and, if need be, a reality check prior to launch.
2D Barcode Litmus Test: FAIL