11.22.2011

ShoreTel uses QR Code

ShoreTel, a provider of "brilliantly simple Unified Communications (UC) solutions," their words, not mine, might wish to rethink how they "communicate" with B2B consumers via their latest print advertisement, which features a QR Code. This B2B advertisement, like so many that use 2D, fails, and does so on several levels. Let's take a closer look.


First, the call-to-action, if you want to even call it that, simply reads, "Watch video." Gee, that's enticing. Where's the incentive, the offer, the anything, which will help to motivate a business consumer, so that they are truly interested and wanting to take the first step and scan the code? Second, when the code is scanned, the reader of the advertisement is treated to a 30-second self-promotional corporate video, which does not say much and offers even less. And, besides that, I could not even load it on my mobile phone...the download took more than a minute and I stopped bothering at that point. Third (if the reader of the ad gets this far), at the end of the video, here too, there is nothing to be offered...no link to a main website, no sales offer of any kind, no form to fill out to request more information, etc., etc. Not a lot of creative thinking going on here and what a shame. There's certainly a lot of valuable content being offered on the company's main website, but why not here? Oh, that's right, there is no mobile website to hold it, just a landing page with a video to show.    


As surprised as I am that the company at least has the sense to list a mobile URL for non-smartphone users or for those who do not have a QR Code reader app, the remainder of the campaign/experience is rather disappointing. Why B2B companies loose sight of fundamental B2B marketing practices (i.e., sales lead generation), I haven't a clue, but as I have written in other articles, perhaps business is so good they really don't need to fill the lead pipeline. Mr. Gavin (ShoreTel's CMO), care to chime in?

2D Barcode Litmus Test: FAIL

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