Forrester Research just published a report titled "The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012." The report's Executive Summary states, "In Forrester's 37-criteria evaluation of US digital agencies with mobile marketing services, we identified the nine significant agencies in this category and researched, analyzed, and scored them. This report details our findings about how each agency measures up and plots where they stand in relation to each other, to help interactive marketers select the right partner for their mobile marketing efforts."
While the report's goal is to help marketers weed out and select an agency for their mobile marketing activity, what I find more telling is the fact that, of the nine agencies featured in the report, only four have a true mobile website/platform. (Note: I Googled each agency on my mobile phone and touched on the company's link in the search results to determine if there was, in fact, a mobile site.)
Here's the breakdown:
AKQA - No
iCrossing - Yes
Ogilvy - No (frankly, I don't know what to make of their website)
Possible Worldwide - Yes
Razorfish - Yes
Rosetta - No
SapientNitro - No
TribalDDB - No
VML - Yes
My question to Forrester, how can an agency be considered one of the best if they themselves don't even have a mobile presence? My question to each of the non-mobile agencies listed above, how can you advise, create and develop on behalf of your client if you yourself don't have a mobile presence? Do you not believe in what you market and sell?
Over the past couple of months, I have come across a number of digital, interactive, mobile, call them what you will, agencies and many of them fail to have their own mobile website. Shouldn't this be some sort of tip off?
I welcome any comments or explanations from the five non-mobile agencies listed above, and thank you in advance for writing.
1.31.2012
QR Codes in Super Bowl Commercials
Recently, it was reported that QR Codes will be used in some upcoming Super Bowl commercials and, while news like this is sure to raise awareness of the technology, my question is, how successful will the codes be with respect to scan rates and action taken by viewers (i.e., purchase a product, enter a contest, sign-up for an offer, etc.)?
Also, the article linked to above mentions, "An estimated 60 percent of viewers will have a cell phone in hand on Super Bowl Sunday and advertisers know that black and white box is sure to pique your curiosity," but here too some questions can be asked. First, of the 60 percent of viewers, how many will have a QR Code reader app already installed on their phone and know how to use it? Second, how many of the commercials which use a QR Code will display information as to how to scan the code and where to locate and download a reader app, or will all of this just be assumed? Third, are QR Code advertisers assuming that a significant number of viewers will DVR the game and replay commercials, during or after the game, just to scan the code? Lastly, what percentage of QR Codes will scan to truly optimized mobile content and be worthy of a scan?
Unfortunately, the article did not mention the name of the advertisers behind the QR Code commercials. Stay tuned, only a few days left to go.
Also, the article linked to above mentions, "An estimated 60 percent of viewers will have a cell phone in hand on Super Bowl Sunday and advertisers know that black and white box is sure to pique your curiosity," but here too some questions can be asked. First, of the 60 percent of viewers, how many will have a QR Code reader app already installed on their phone and know how to use it? Second, how many of the commercials which use a QR Code will display information as to how to scan the code and where to locate and download a reader app, or will all of this just be assumed? Third, are QR Code advertisers assuming that a significant number of viewers will DVR the game and replay commercials, during or after the game, just to scan the code? Lastly, what percentage of QR Codes will scan to truly optimized mobile content and be worthy of a scan?
Unfortunately, the article did not mention the name of the advertisers behind the QR Code commercials. Stay tuned, only a few days left to go.
1.29.2012
When Good Marketing Fails
Last week, I wrote an article about how Flatiron Wine and Spirits, a new retail store in New York City, is using a QR Code on their store's front window to initiate business and foster relationships with consumers, even before the store officially opens. Although I don't know the actual scan rate numbers and the number of consumers interested in joining their email list in exchange for a promotional offer code, I can say that, from a strategic marketing perspective, the campaign makes perfect sense and is sound on all fronts. But, as good as this marketing may be, I believe the company is failing in another area of its marketing. Here's why.
When I review mobile barcode campaigns – good, bad or indifferent – I often write to the company being reviewed to give them a heads up on the article and to offer my services should the company's marketing or creative personnel wish to discuss my review in greater detail. After reviewing Flatiron Wine and Spirits, I sent an email to the company via the contact form on their website, and simply said that I posted an article about the company's QR Code campaign on my blog and wanted to congratulate them on a job well done. That was several days ago, and I have yet to hear anything back from Flatiron. To me, this is where their marketing fails.
Either, Flatiron reads their emails and chose not to respond, or the company does not read its emails at all. Take your pick, but neither action makes much sense from a marketing perspective, let a lone from a new company trying to build a name and presence for itself perspective. If a company opens itself up to receive email messages, Tweets, etc., then it should be prepared to answer and respond accordingly and timely. I did not write to the company for anything in return, but to hear nothing from them just takes away from my original impression of a company that I thought had its marketing act together. Now, this lack of response has lead me to write an article such as this, which is a lot less favorable than the first. Will it have a negative effect on the company and its ability to sell wines and spirits, probably not, due to the limited viewing of this blog, but you never know in this day and age of sharing and social networks. But, what if the company wrote back in a timely manner and said, "thank you for writing about us, have a bottle of wine on us." How unexpected would that have been, and how much more good will would that have created? Tons, that's how much. To go one step further like this would have certainly had me writing an article much different than this; one that was much more favorable and positive to be sure.
Time and again, we see companies with a Facebook or Twitter page or email contact form and why? Do they really mine those pages for comments, feedback, suggestions, reviews, good or bad, to improve themselves or their product/service and the relationships and brand experiences they have with prospective or existing customers? Not many, from what I can tell. It's one thing for a company to claim that it's social and cares about customer relationships, it's quite another to act upon it. Companies need to continually look at their marketing from a 360 degree perspective and should any one area be lacking to then focus on making it better. Failure to do so and suffer the consequences.
When I review mobile barcode campaigns – good, bad or indifferent – I often write to the company being reviewed to give them a heads up on the article and to offer my services should the company's marketing or creative personnel wish to discuss my review in greater detail. After reviewing Flatiron Wine and Spirits, I sent an email to the company via the contact form on their website, and simply said that I posted an article about the company's QR Code campaign on my blog and wanted to congratulate them on a job well done. That was several days ago, and I have yet to hear anything back from Flatiron. To me, this is where their marketing fails.
Either, Flatiron reads their emails and chose not to respond, or the company does not read its emails at all. Take your pick, but neither action makes much sense from a marketing perspective, let a lone from a new company trying to build a name and presence for itself perspective. If a company opens itself up to receive email messages, Tweets, etc., then it should be prepared to answer and respond accordingly and timely. I did not write to the company for anything in return, but to hear nothing from them just takes away from my original impression of a company that I thought had its marketing act together. Now, this lack of response has lead me to write an article such as this, which is a lot less favorable than the first. Will it have a negative effect on the company and its ability to sell wines and spirits, probably not, due to the limited viewing of this blog, but you never know in this day and age of sharing and social networks. But, what if the company wrote back in a timely manner and said, "thank you for writing about us, have a bottle of wine on us." How unexpected would that have been, and how much more good will would that have created? Tons, that's how much. To go one step further like this would have certainly had me writing an article much different than this; one that was much more favorable and positive to be sure.
Time and again, we see companies with a Facebook or Twitter page or email contact form and why? Do they really mine those pages for comments, feedback, suggestions, reviews, good or bad, to improve themselves or their product/service and the relationships and brand experiences they have with prospective or existing customers? Not many, from what I can tell. It's one thing for a company to claim that it's social and cares about customer relationships, it's quite another to act upon it. Companies need to continually look at their marketing from a 360 degree perspective and should any one area be lacking to then focus on making it better. Failure to do so and suffer the consequences.
1.26.2012
NYC Wine Shop uses QR Codes the Right Way
Now, here's come creative thinking.
Flatiron Wines & Spirits, a retail shop located in the Flatiron section of New York, has yet to open its doors, but that has not stopped the company from raising brand awareness, interacting with potential customers, establishing itself in the community, generating an email list and enabling its audience to share information about the shop. How can all of this be accomplished, one might ask. The answer, through a QR Code that has been placed on the store's front window along with a very simple call-to-action (Scan this for a special grand opening offer).
When the QR Code is scanned, the consumer is linked to a webpage that explains the special offer, which is a free bottle of champagne with the first purchase of a case of wine. In order to receive the redemption coupon for the free bottle of champagne, the consumer is asked to sign-up for the company's email list. Simple and brilliant. Also, if the consumer wants to learn more about the store and share this information, or the free champagne offer, with their social contacts, the webpage links to Facebook and Twitter pages.
This campaign speaks volumes, as to how to effectively make use of interactive technology, such as 2D barcodes. The company wins for the reasons mentioned above but, more importantly, the consumer wins, because they are able to try something new and be rewarded for the effort. Sounds like building customer loyalty is not too far behind.
The one item, which I believe the company could have done differently was to shorten the URL used to generate the QR Code, so as to increase the ease and ability to scan the code.
2D Barcode Litmus Test: PASS
Flatiron Wines & Spirits, a retail shop located in the Flatiron section of New York, has yet to open its doors, but that has not stopped the company from raising brand awareness, interacting with potential customers, establishing itself in the community, generating an email list and enabling its audience to share information about the shop. How can all of this be accomplished, one might ask. The answer, through a QR Code that has been placed on the store's front window along with a very simple call-to-action (Scan this for a special grand opening offer).
When the QR Code is scanned, the consumer is linked to a webpage that explains the special offer, which is a free bottle of champagne with the first purchase of a case of wine. In order to receive the redemption coupon for the free bottle of champagne, the consumer is asked to sign-up for the company's email list. Simple and brilliant. Also, if the consumer wants to learn more about the store and share this information, or the free champagne offer, with their social contacts, the webpage links to Facebook and Twitter pages.
This campaign speaks volumes, as to how to effectively make use of interactive technology, such as 2D barcodes. The company wins for the reasons mentioned above but, more importantly, the consumer wins, because they are able to try something new and be rewarded for the effort. Sounds like building customer loyalty is not too far behind.
The one item, which I believe the company could have done differently was to shorten the URL used to generate the QR Code, so as to increase the ease and ability to scan the code.
2D Barcode Litmus Test: PASS
1.24.2012
Mobile Barcode Certification Program
Last week, Print2D, the Santa Monica-based mobile technology firm, announced its 2DCertified program for print service providers. As stated in the company's press release, "The certification program will offer much-needed training for printers using QR Codes and other 2D barcode formats in their customers' printed collateral, signage, apparel, and advertising and point-of-sale materials."
While there may be one or two other 2D/QR certification programs on the market, Print2D's program is unique in that it provides printer's with insurance coverage. By following a concise checklist of production requirements, which is provided during the certification process, printers qualify for insurance if the job has to be re-run because the QR Code could not be scanned.
Participants in the 2DCertified program will receive three 2-hour training sessions, delivered in webinar format or on-site, plus a concise standards manual for correct reproduction of QR Code and other 2D barcode tags on various printed materials. The first webinar is scheduled for the beginning of March.
Lastly, it's also worth mentioning that Print2D and its parent company, Warbasse Design, have a long history of successful innovation in mobile and multi-channel marketing (i.e., these guys know what they are doing).
Participants in the 2DCertified program will receive three 2-hour training sessions, delivered in webinar format or on-site, plus a concise standards manual for correct reproduction of QR Code and other 2D barcode tags on various printed materials. The first webinar is scheduled for the beginning of March.
Lastly, it's also worth mentioning that Print2D and its parent company, Warbasse Design, have a long history of successful innovation in mobile and multi-channel marketing (i.e., these guys know what they are doing).
1.23.2012
Mobile Marketer's 2011 Best Mobile Campaign of the Year
Today, a press release was issued announcing the 2011 Best Mobile Campaign of the Year by the online news site Mobile Marketer. As you read about the customized QR Code-based campaign, my question to Mobile Marketer is, what was the overall product sales generated by Hennessy, as a result of this campaign, and was product sales a criteria by which campaigns overall were judged? Sure it's great that 1.3 million code scans took place over the course of the campaign, but how did this translate into actual product sales?
Just asking.
Just asking.
1.22.2012
The Value of Mobile Barcode First Impressions
The other day, in a local supermarket, I noticed cases of Budweiser and Bud Light beer that were all decked out for Super Bowl XLVI, as well as for consumer interaction with 2D barcodes featured on the packaging. What struck me the most while looking at these cases of beer was that the Budweiser case featured a QR Code and the Bud Light case featured a SnapTag. I know consumer product goods companies will often silo products with respect to development, management, marketing, advertising, etc., but was this a conscious decision between the two product groups to use two different interactive technologies, or just a coincidence?
When I scanned the Budweiser QR Code, I was brought to a page that had a message which read, "Rotate Your Device." I rotated my mobile phone and rotated and rotated, but nothing happened, so I opted to enter the URL into my desktop PC and came to a mobile landing page.
On the landing page, I was prompted for the beer's "born on" date, the date of its manufacture, as well as my birthday. Once the information was entered, I clicked the "Track Your Bud" button and nothing happened. Stymied again. I'm trying to think, what could have happened when I clicked the button? Would the next page tell me the life story of my bottle of beer? Would I care? With respect to the call-to-action/tag line on the beer case, "Great Times Are Waiting," my answer to that is, no they're not, but I am. I'm waiting for the landing page/interactive experience to work properly on either my mobile phone or the desktop. Next victim.
When I scanned the Bud Light SnapTag with the proprietary SnapTag app, I was brought to a page that asked for my birthday and the state that I live in. Once entered, I was then asked for my mobile phone number. Then a message appeared, which informed me that I was entered into the Super Bowl sweepstakes.
After receiving the sweepstakes entry message, I was left on the page with nothing else other than a Facebook page to link to, and that's only if I went ahead a logged into Facebook.
So, what do we have here when all is said and done? The Budweiser QR Code campaign did not work as most likely intended and the question can be asked, how many times is a consumer suppose to attempt to scan a code in order to view the scan resolve content? In my opinion, more than once is too many times. The Bud Light SnapTag campaign did allow me to enter the Super Bowl sweepstakes, but then what? Why doesn't Bud Light enable me to link to other product content and interact that much more with the brand?
In my mind, both of these campaigns point to the value and meaning of a first impression. In the future, if either of these companies offered the chance to interact via a 2D code, do you believe I would? Would you? My guess is probably not and for the simple reason, the first impression made by each of these brands was so lack luster. Coming from such marketing powerhouses as Budweiser and Bud Light, I would have thought a great deal more creativity and thoughtfulness would have gone into these campaigns. Shows you what I know. For each and every interaction between a consumer and a brand there exists an impression. First, second, tenth or more, each impression is just as important as the next and this importance cannot and should not be minimized, whether it's a traditional ad or a 2D-based ad.
As an aside...the other day, I had a conversation with a gentleman in the print/barcode/image recognition industry and, during the conversation, we started to speak about 2D technology and how the consumer market has and will react to it. The gentleman I was speaking with then went on to talk about two ongoing Super Bowl-based SnapTag campaigns (Bud Light, see above, and Coor's), and how these campaigns will spell the tipping point for mobile barcode use and acceptance by consumers. While I could understand what this gentleman was saying in regard to SnapTags being brand-friendly (i.e., the code can easily accommodate a corporate logo and look more pleasing versus other 2D formats), but if the underlying scan resolve content (i.e., first impression) is on par with what I experienced and mentioned above then I do not believe a tipping point will be anywhere in sight come Super Bowl or the weeks after. Without scan resolve content that is of meaning, value, relevance and benefit to a consumer it matters little how brand-friendly a code format may or may not be. With these two campaigns currently running and the Super Bowl just a couple of weeks away, time will tell soon enough.
2D Barcode Litmus Test: FAIL
When I scanned the Budweiser QR Code, I was brought to a page that had a message which read, "Rotate Your Device." I rotated my mobile phone and rotated and rotated, but nothing happened, so I opted to enter the URL into my desktop PC and came to a mobile landing page.
On the landing page, I was prompted for the beer's "born on" date, the date of its manufacture, as well as my birthday. Once the information was entered, I clicked the "Track Your Bud" button and nothing happened. Stymied again. I'm trying to think, what could have happened when I clicked the button? Would the next page tell me the life story of my bottle of beer? Would I care? With respect to the call-to-action/tag line on the beer case, "Great Times Are Waiting," my answer to that is, no they're not, but I am. I'm waiting for the landing page/interactive experience to work properly on either my mobile phone or the desktop. Next victim.
When I scanned the Bud Light SnapTag with the proprietary SnapTag app, I was brought to a page that asked for my birthday and the state that I live in. Once entered, I was then asked for my mobile phone number. Then a message appeared, which informed me that I was entered into the Super Bowl sweepstakes.
After receiving the sweepstakes entry message, I was left on the page with nothing else other than a Facebook page to link to, and that's only if I went ahead a logged into Facebook.
So, what do we have here when all is said and done? The Budweiser QR Code campaign did not work as most likely intended and the question can be asked, how many times is a consumer suppose to attempt to scan a code in order to view the scan resolve content? In my opinion, more than once is too many times. The Bud Light SnapTag campaign did allow me to enter the Super Bowl sweepstakes, but then what? Why doesn't Bud Light enable me to link to other product content and interact that much more with the brand?
In my mind, both of these campaigns point to the value and meaning of a first impression. In the future, if either of these companies offered the chance to interact via a 2D code, do you believe I would? Would you? My guess is probably not and for the simple reason, the first impression made by each of these brands was so lack luster. Coming from such marketing powerhouses as Budweiser and Bud Light, I would have thought a great deal more creativity and thoughtfulness would have gone into these campaigns. Shows you what I know. For each and every interaction between a consumer and a brand there exists an impression. First, second, tenth or more, each impression is just as important as the next and this importance cannot and should not be minimized, whether it's a traditional ad or a 2D-based ad.
As an aside...the other day, I had a conversation with a gentleman in the print/barcode/image recognition industry and, during the conversation, we started to speak about 2D technology and how the consumer market has and will react to it. The gentleman I was speaking with then went on to talk about two ongoing Super Bowl-based SnapTag campaigns (Bud Light, see above, and Coor's), and how these campaigns will spell the tipping point for mobile barcode use and acceptance by consumers. While I could understand what this gentleman was saying in regard to SnapTags being brand-friendly (i.e., the code can easily accommodate a corporate logo and look more pleasing versus other 2D formats), but if the underlying scan resolve content (i.e., first impression) is on par with what I experienced and mentioned above then I do not believe a tipping point will be anywhere in sight come Super Bowl or the weeks after. Without scan resolve content that is of meaning, value, relevance and benefit to a consumer it matters little how brand-friendly a code format may or may not be. With these two campaigns currently running and the Super Bowl just a couple of weeks away, time will tell soon enough.
2D Barcode Litmus Test: FAIL
1.19.2012
Giorgio Armani uses Image Recognition
Giorgio Armani launched a new interactive print advertisement to promote its new Sport Code fragrance, and the interactive method used in the advertisement is based on WiMO's image recognition technology.
In the lower left-hand corner of the advertisement is copy which reads, "Scan this ad to receive a free sample. This ad is WiMo enabled. Scan this page with the WiMO app." Beneath this copy there is additional verbiage which states, "iPhone/Android/Blackberry or point your phone to getwimo.com." While it's all well and good that the company provides a call-to-action and instructs readers of the advertisement on how to interact with the page, it might help if the copy was not in such minuscule type and placed near the magazine's gutter. (Was creative and media placement in sync here?)
When the page is scanned with the WiMO app, the reader of the advertisement is brought to a mobile friendly page where they can type in their name, email address and postal address to claim the free fragrance sample. Beneath the contact form, there are buttons which enable social sharing via Facebook, Twitter and email. So far, so good, but what then? Exactly, what then? Nothing.
After entering the requested name and address information and pressing the send button, there is nothing else for the reader of the ad to do or see. No link to the main Giorgio Armani website, no link to a fashion page or video, no link to another fragrance page, no link to a shopping page, nothing. You have the consumer in hand, why not try to go one step further?
While the technology used is slightly different than QR Codes, Microsoft Tags, etc., the premise remains the same...how great is the 2D/mobile/interactive experience and does it offer value, relevance, meaning and benefit to the consumer? Yes, a free product sample is offered in exchange for spending the time to scan, but why not make the experience that much richer and more fulfilling. Most everywhere in the digital space site/page stickiness is looked upon as a way to win business, but here the site/page is more like Teflon.
2D Barcode Strategy Litmus Test: FAIL
In the lower left-hand corner of the advertisement is copy which reads, "Scan this ad to receive a free sample. This ad is WiMo enabled. Scan this page with the WiMO app." Beneath this copy there is additional verbiage which states, "iPhone/Android/Blackberry or point your phone to getwimo.com." While it's all well and good that the company provides a call-to-action and instructs readers of the advertisement on how to interact with the page, it might help if the copy was not in such minuscule type and placed near the magazine's gutter. (Was creative and media placement in sync here?)
When the page is scanned with the WiMO app, the reader of the advertisement is brought to a mobile friendly page where they can type in their name, email address and postal address to claim the free fragrance sample. Beneath the contact form, there are buttons which enable social sharing via Facebook, Twitter and email. So far, so good, but what then? Exactly, what then? Nothing.
After entering the requested name and address information and pressing the send button, there is nothing else for the reader of the ad to do or see. No link to the main Giorgio Armani website, no link to a fashion page or video, no link to another fragrance page, no link to a shopping page, nothing. You have the consumer in hand, why not try to go one step further?
While the technology used is slightly different than QR Codes, Microsoft Tags, etc., the premise remains the same...how great is the 2D/mobile/interactive experience and does it offer value, relevance, meaning and benefit to the consumer? Yes, a free product sample is offered in exchange for spending the time to scan, but why not make the experience that much richer and more fulfilling. Most everywhere in the digital space site/page stickiness is looked upon as a way to win business, but here the site/page is more like Teflon.
2D Barcode Strategy Litmus Test: FAIL
1.18.2012
Most Innovative Use of QR Codes Yet
Recently, Scandinavian Airlines launched one of the most innovative QR Code-based promotional campaigns that I have yet to see.
As part of the company's "Couple Up to Buckle Up" 2 for 1 travel campaign, Scandinavian Airlines displayed two QR Codes, side by side, on a variety of mediums (e.g., email, banners, print advertisements, etc.). The copy accompanying the QR Codes instructed consumers to scan the left and right codes simultaneously with two different mobile phones and to then bring the two phones together. When the scan resolve video played, the separate left and right mobile phone screens essentially made one split screen, which then enabled the two participating consumers to view the video properly and discover the special 2 for 1 promotional code (see video above). If played individually, the left or right scan resolve video content would be close to meaningless.
Creative? Yes. Original? You bet. Will this campaign generate a great deal of media attention for the company, as well as QR Code (2D) technology? Most certainly. But there's another reason why I love this campaign so much. Research. From what I understand, the company conducted market research and discovered that when couples book their travel plans, they often do it while sitting side by side. So, instead of using a single or standalone QR Code in the campaign, the marketing/creative team decided to use two codes and have them dependent upon one another in order for the message/interactive experience/campaign to make sense. Brilliant.
But, should we be so impressed learning that research data was used to help create this campaign? No, not really, because this is marketing (i.e., research is done, findings are used, campaigns are developed and implemented, response rates measured, and the whole process starts over again). Marketers may see this as fundamental when it comes to traditional advertising, but there is no reason why this should not be the case with respect to 2D-based advertising. The same fundamentals remain.
Although I often site value and benefit as the main criteria for passing the Litmus Test, this campaign passes on sheer imagination and originality. What campaign will be next?
2D Barcode Litmus Test: PASS
As part of the company's "Couple Up to Buckle Up" 2 for 1 travel campaign, Scandinavian Airlines displayed two QR Codes, side by side, on a variety of mediums (e.g., email, banners, print advertisements, etc.). The copy accompanying the QR Codes instructed consumers to scan the left and right codes simultaneously with two different mobile phones and to then bring the two phones together. When the scan resolve video played, the separate left and right mobile phone screens essentially made one split screen, which then enabled the two participating consumers to view the video properly and discover the special 2 for 1 promotional code (see video above). If played individually, the left or right scan resolve video content would be close to meaningless.
Creative? Yes. Original? You bet. Will this campaign generate a great deal of media attention for the company, as well as QR Code (2D) technology? Most certainly. But there's another reason why I love this campaign so much. Research. From what I understand, the company conducted market research and discovered that when couples book their travel plans, they often do it while sitting side by side. So, instead of using a single or standalone QR Code in the campaign, the marketing/creative team decided to use two codes and have them dependent upon one another in order for the message/interactive experience/campaign to make sense. Brilliant.
But, should we be so impressed learning that research data was used to help create this campaign? No, not really, because this is marketing (i.e., research is done, findings are used, campaigns are developed and implemented, response rates measured, and the whole process starts over again). Marketers may see this as fundamental when it comes to traditional advertising, but there is no reason why this should not be the case with respect to 2D-based advertising. The same fundamentals remain.
Although I often site value and benefit as the main criteria for passing the Litmus Test, this campaign passes on sheer imagination and originality. What campaign will be next?
2D Barcode Litmus Test: PASS
1.16.2012
QR Codes for Retail
Canada Goose, makers of high quality outerwear, are currently using QR Codes on their product hang tags. Great idea, but poor execution. Here's why.
The QR Code's call-to-action ("Ask Anyone Who Knows") speaks to those customers who may want to learn more about the product from existing Canada Goose customers but, when the QR Code is scanned, all they are linked to is the home page of the desktop version of the company's website. Big let down. At this pivotal point of the purchase decision path (i.e., in store with product literally in hand), why not link the code directly to the "Goose People" section of the website, which features stories from real Canada Goose customers/users? Much more meaningful and true to the call-to-action, I believe. Also, why not a mobile website?
Beyond the comments above, it's great to see that a company is finally thinking beyond a print advertisement for code use. Retail product packaging, or elements thereof, offer an ideal medium to display a 2D code and enable the product to really speak to the customer, who by chance is probably carrying a mobile phone. Also, I like the simple coloring of the code and the placement of the company's logo. It gets noticed.
2D Barcode Litmus Test: FAIL
The QR Code's call-to-action ("Ask Anyone Who Knows") speaks to those customers who may want to learn more about the product from existing Canada Goose customers but, when the QR Code is scanned, all they are linked to is the home page of the desktop version of the company's website. Big let down. At this pivotal point of the purchase decision path (i.e., in store with product literally in hand), why not link the code directly to the "Goose People" section of the website, which features stories from real Canada Goose customers/users? Much more meaningful and true to the call-to-action, I believe. Also, why not a mobile website?
Beyond the comments above, it's great to see that a company is finally thinking beyond a print advertisement for code use. Retail product packaging, or elements thereof, offer an ideal medium to display a 2D code and enable the product to really speak to the customer, who by chance is probably carrying a mobile phone. Also, I like the simple coloring of the code and the placement of the company's logo. It gets noticed.
2D Barcode Litmus Test: FAIL
1.12.2012
Ralph Lauren QR Code Fail
In this month's issue of Real Simple, Ralph Lauren launched a new advertisement for its Romance fragrance, and featured in the advertisement was a "designer" QR Code. From a company like Ralph Lauren, I would have expected much more. Here's why.
First, the QR Code is placed in the lower right-hand corner of the advertisement, which puts it up against the gutter of the magazine and makes it very difficult for a reader to spot. If I were not on the hunt for 2D codes chances are I would have missed it.
Second, although Ralph Lauren has used QR Codes in other advertisements, the company does nothing in this one to help educate and inform consumers about the technology. The code stands alone with no descriptive copy, let a lone a call-to-action.
Third, when the code is scanned, the reader of the advertisement is brought to the company's Facebook Info page. Yeah, so? Now what are they suppose to do? If it is in relation to entering the trip contest that the company is promoting in the ad then why should the reader now have to hunt down the contest registration form on Facebook or the company's website? Quite a disconnect if you ask me. Why not just have the scan resolve open up to the contest registration form and, from there, the reader of the advertisement can link to either the company's Facebook page or mobile website, if there is one?
Fourth, why bother branding the QR Code in the way that they have (see the black bar with white copy)? The words can hardly be read and the overall look does little to promote the brand/product.
Great that the company wants to show itself as being hip and now by using 2D, but with a little more thought about what the code was going to resolve to, the company might have been able to get a little more mileage out of the code itself and, more importantly, readers of the ad might have benefited as well.
2D Barcode Litmus Test: FAIL
First, the QR Code is placed in the lower right-hand corner of the advertisement, which puts it up against the gutter of the magazine and makes it very difficult for a reader to spot. If I were not on the hunt for 2D codes chances are I would have missed it.
Second, although Ralph Lauren has used QR Codes in other advertisements, the company does nothing in this one to help educate and inform consumers about the technology. The code stands alone with no descriptive copy, let a lone a call-to-action.
Third, when the code is scanned, the reader of the advertisement is brought to the company's Facebook Info page. Yeah, so? Now what are they suppose to do? If it is in relation to entering the trip contest that the company is promoting in the ad then why should the reader now have to hunt down the contest registration form on Facebook or the company's website? Quite a disconnect if you ask me. Why not just have the scan resolve open up to the contest registration form and, from there, the reader of the advertisement can link to either the company's Facebook page or mobile website, if there is one?
Fourth, why bother branding the QR Code in the way that they have (see the black bar with white copy)? The words can hardly be read and the overall look does little to promote the brand/product.
Great that the company wants to show itself as being hip and now by using 2D, but with a little more thought about what the code was going to resolve to, the company might have been able to get a little more mileage out of the code itself and, more importantly, readers of the ad might have benefited as well.
2D Barcode Litmus Test: FAIL
It's MLK Day...Let's Go Shopping
Last night, while watching television, I saw a new commercial from Sears. The 30-second spot promoted upcoming sales discounts on, get this, "MLK Day." Yes, the company has decided to turn the anniversary of Martin Luther King, Jr.'s birthday into a discount shopping day and, why not? Many consumers now have the day off so, why not entice them to go shopping with special MLK Day sales discounts?
Sears, are you serious? Is the company that desperate for sales that it needs to defile Mr. King's memory by turning the anniversary of his birthday into a discount shopping day? Is it not bad enough the commercialization of the December religious holidays, or a holiday like Veteran's Day? Maybe MLK discount shopping days have been around for the past few years, but this is the first time I have experienced out-and-out retail advertising for it.
As you read this, please don't believe that I am against discounted shopping, I'm not, but can't companies such as Sears find a more tasteful, let a lone a more innovative or creative, way to offer discounts (i.e., win business and foster customer loyalty)? Question to the marketing brain trust at Sears, is there any concern as to how a promotion like this might affect the brand?
Not a 2D story I know, but the commercial last night just struck a chord.
P.S. I noticed that the GAP was running an online MLK Day promotion as well. Must be the latest and greatest strategy in the retail industry.
Sears, are you serious? Is the company that desperate for sales that it needs to defile Mr. King's memory by turning the anniversary of his birthday into a discount shopping day? Is it not bad enough the commercialization of the December religious holidays, or a holiday like Veteran's Day? Maybe MLK discount shopping days have been around for the past few years, but this is the first time I have experienced out-and-out retail advertising for it.
As you read this, please don't believe that I am against discounted shopping, I'm not, but can't companies such as Sears find a more tasteful, let a lone a more innovative or creative, way to offer discounts (i.e., win business and foster customer loyalty)? Question to the marketing brain trust at Sears, is there any concern as to how a promotion like this might affect the brand?
Not a 2D story I know, but the commercial last night just struck a chord.
P.S. I noticed that the GAP was running an online MLK Day promotion as well. Must be the latest and greatest strategy in the retail industry.
1.10.2012
QR Codes and Digital Watermarks
PSFK published an article today titled "Are Digital Watermarks the New Alternative to QR Codes?" and I just wanted to share, discuss and comment.
The article mentions how digital watermarks leave the design of an editorial piece or advertisement in tack, more so than when a QR Code is placed in a similar piece, but what the brief article failed to mention, and for some reason many individuals/companies seem to forget, is that QR Codes can be highly customized and stylized. In fact, QR Codes can be customized and stylized to the point that they can become part of the marketing piece itself, from an overall design/aesthetic perspective (see example).
Sure, a digital watermark, which cannot be seen by the naked eye, is aesthetically more pleasing than even a customized QR Code but, at the end of the day, the real issue at hand is the consumer experience. With both technologies, or any marketing-based technology for that matter, there is a need to educate the consumer as to how the technology operates, what's involved from the consumer's perspective (i.e., does an app need to be downloaded/used, etc.) and how does the consumer stand to benefit by using it. Until these types of issues are addressed by an advertiser, publisher, etc., it matters little as to which technology is being used or which might look better than another. At the end of the day, for any of these technologies (e.g., 2D barcodes, watermarks, near field communications, augmented reality, etc.) to work and truly deliver, advertisers must put themselves in the consumer's shoes and view the campaign, the end-to-end experience (much of which is now via a mobile platform), from their perspective.
The article mentions how digital watermarks leave the design of an editorial piece or advertisement in tack, more so than when a QR Code is placed in a similar piece, but what the brief article failed to mention, and for some reason many individuals/companies seem to forget, is that QR Codes can be highly customized and stylized. In fact, QR Codes can be customized and stylized to the point that they can become part of the marketing piece itself, from an overall design/aesthetic perspective (see example).
Sure, a digital watermark, which cannot be seen by the naked eye, is aesthetically more pleasing than even a customized QR Code but, at the end of the day, the real issue at hand is the consumer experience. With both technologies, or any marketing-based technology for that matter, there is a need to educate the consumer as to how the technology operates, what's involved from the consumer's perspective (i.e., does an app need to be downloaded/used, etc.) and how does the consumer stand to benefit by using it. Until these types of issues are addressed by an advertiser, publisher, etc., it matters little as to which technology is being used or which might look better than another. At the end of the day, for any of these technologies (e.g., 2D barcodes, watermarks, near field communications, augmented reality, etc.) to work and truly deliver, advertisers must put themselves in the consumer's shoes and view the campaign, the end-to-end experience (much of which is now via a mobile platform), from their perspective.
1.05.2012
SnapTag Gets It Wrong, Again
Kudos to Nicole Skogg, CEO of SpyderLynk, and the public relations team behind the company's 2D barcode product called SnapTag. Over the past couple of months, the company/product has garnered a lot of press for itself, but what's unfortunate is that much of the information being reported about QR Codes, in comparison to SnapTags, is either downright incorrect or extremely biased. So, instead of making it easier for advertisers and agencies to understand the fundamental differences, advantages and disadvantages, between these two code types, just the opposite is happening and the process has become that much more difficult.
One of the latest SnapTag articles to appear (QR Codes and SnapTags: What's the Difference?) was written by Erin Thayer and published in The Barcode News. The article showcases the differences between QR Codes and SnapTags via a new infographic, which SpyderLynk recently published (see below). Here are my comments, questions and feedback on Ms. Thayer's article, as well as the infographic itself.
Ms. Thayer: "SpyderLink recently published a new infographic that compares and contrasts QR Codes and SnapTags, two popular forms of 2D bar codes that are used in marketing campaigns."
2DBS: Ms. Thayer, how can SnapTags be referred to as "popular" when the term doesn't even appear in a Google Trend report with any great or meaningful significance? Also, what I find even more surprising is how SpyderLynk uses the term "QR Code" in its own marketing. Below is the result when the term "snaptag" is searched on:
SnapTag - A Mobile Marketing QR Code With a Code Ring
A SnapTag is the secret to successful mobile marketing. It's a custom QR code that combines your company logo with a unique code ring. Learn more about...
Are you serious? A "mobile marketing QR Code With a Code Ring." How can the company possibly make reference to a QR Code and their product in the same sentence? Does SpyderLynk themselves not even know the difference? Talk about confusing the audience. (Not to digress, but I suppose the company has to make use of the term QR Codes for SEO purposes or else no one would ever find them.)
Infographic: The SnapTag in the chart is shown with supporting copy, which informs the consumer/user of the following: "Snap and Send to 95871 AT&T/Verizon. All others send to promo@ snaptag.mobi. Android and iPhone reader app available. SnapTag by SpyderLynk." The QR Code has no supporting copy.
2DBS: Although the QR Code is not shown with supporting copy there is no reason why it can't. All an advertiser has to do is determine what supporting copy they wish to provide and insert it in the advertisement along side the code. Also, although the SnapTag appears with a logo in the code, their own, a QR Code can easily include a logo. So, not a very fair, or honest, comparison from the start.
Infographic: "SnapTags and QR Codes are a new channel of marketing that enable consumers to access interactive brand information, content and marketing engagements with their mobile phone."
2DBS: SnapTags, QR Codes and 2D barcodes in general are not new channels of marketing. The new channel of marketing is mobile. As I recently wrote, mobile is the strategy (channel), 2D barcodes are merely a tactical component/element/mechanism of the strategy (channel).
Infographic: Under the category of "Widely accessible" there is a comparison between mobile phones with a camera and the downloading of a QR Code reader app.
2DBS: Questions to Ms. Skogg: 1) how is this making any argument for what's "widely accessible" and, 2) what's the percentage of people that have downloaded the SnapTag reader app, and how many scans have come through it? Maybe once we know those SnapTag numbers it won't matter as much as to how many, or few, people have downloaded a QR Code reader app.
Infographic: Under the category of " Works without mobile web access," there is an indication that SnapTags are able to operate without mobile web access while QR Codes cannot.
2DBS: First, just how does a SnapTag work without web access? Second, QR Codes can work without mobile web access. Is it ideal, no, but a user can scan a code and save it in their code reader app. Once in a location with web access, the reader app can be launched and the code scan resolve can be retrieved from the app's history file.
Infographic: Under the category of "Marketing functionality" it indicates that SnapTag enables "a robust multi-channel marketing platform that enables campaigns with varying functionality and sophistication." QR Codes can "trigger a single action, primarily connecting users to a URL."
2DBS: Really, Ms. Skogg? Let's call a spade a spade. Marketing functionality all depends on the creative genius of the team designing the 2D-based campaign, not the code itself. QR Codes can easily point to many other functions beyond a simple URL.
Infographic: Under the category of "Cost" Ms. Skogg and her team would like advertisers to believe that with SnapTag costs are bundled and with QR Codes costs are more a la carte (i.e., more expensive).
2DBS: Bundled or a la carte, if working with a code provider, agency, etc., there is a cost to code generation, management and analytics, it's just a matter of where these costs might be hidden in the overall price. If a mobile website is needed there will be a cost as well. I'm not aware of any provider building a mobile site for free.
Infographic: Under the category of "Featured branding" it states that with QR Codes there is limited space to insert a logo.
2DBS: Gee, last I looked, there was limited space for a logo in a SnapTag too, because the logo needs to fit within the circle. With both code types there is limited space, as the logo needs to fit on/in the code symbol.
Infographic: Under the "SnapTag Features" section, six categories are shown, which include: dynamic responses, easy-to-update, database building, complex analytics, reusable and enable social sharing. From one to the next, the reader is lead to believe that QR Codes don't match up.
2DBS: Depending on the provider's platform, a QR Code can deliver on all six features. The key here is provider platform, of which SnapTag is one.
I could continue making comments in regard to the last section of the infographic, but I believe my point has been made. As agnostic as I try to be with respect to code formats, I don't believe SpyderLynk does anyone (advertiser or agency) any favors when all they report, present and engage in are one-sided, biased arguments.
One of the latest SnapTag articles to appear (QR Codes and SnapTags: What's the Difference?) was written by Erin Thayer and published in The Barcode News. The article showcases the differences between QR Codes and SnapTags via a new infographic, which SpyderLynk recently published (see below). Here are my comments, questions and feedback on Ms. Thayer's article, as well as the infographic itself.
Ms. Thayer: "SpyderLink recently published a new infographic that compares and contrasts QR Codes and SnapTags, two popular forms of 2D bar codes that are used in marketing campaigns."
2DBS: Ms. Thayer, how can SnapTags be referred to as "popular" when the term doesn't even appear in a Google Trend report with any great or meaningful significance? Also, what I find even more surprising is how SpyderLynk uses the term "QR Code" in its own marketing. Below is the result when the term "snaptag" is searched on:
SnapTag - A Mobile Marketing QR Code With a Code Ring
A SnapTag is the secret to successful mobile marketing. It's a custom QR code that combines your company logo with a unique code ring. Learn more about...
Are you serious? A "mobile marketing QR Code With a Code Ring." How can the company possibly make reference to a QR Code and their product in the same sentence? Does SpyderLynk themselves not even know the difference? Talk about confusing the audience. (Not to digress, but I suppose the company has to make use of the term QR Codes for SEO purposes or else no one would ever find them.)
Infographic: The SnapTag in the chart is shown with supporting copy, which informs the consumer/user of the following: "Snap and Send to 95871 AT&T/Verizon. All others send to promo@ snaptag.mobi. Android and iPhone reader app available. SnapTag by SpyderLynk." The QR Code has no supporting copy.
2DBS: Although the QR Code is not shown with supporting copy there is no reason why it can't. All an advertiser has to do is determine what supporting copy they wish to provide and insert it in the advertisement along side the code. Also, although the SnapTag appears with a logo in the code, their own, a QR Code can easily include a logo. So, not a very fair, or honest, comparison from the start.
Infographic: "SnapTags and QR Codes are a new channel of marketing that enable consumers to access interactive brand information, content and marketing engagements with their mobile phone."
2DBS: SnapTags, QR Codes and 2D barcodes in general are not new channels of marketing. The new channel of marketing is mobile. As I recently wrote, mobile is the strategy (channel), 2D barcodes are merely a tactical component/element/mechanism of the strategy (channel).
Infographic: Under the category of "Widely accessible" there is a comparison between mobile phones with a camera and the downloading of a QR Code reader app.
2DBS: Questions to Ms. Skogg: 1) how is this making any argument for what's "widely accessible" and, 2) what's the percentage of people that have downloaded the SnapTag reader app, and how many scans have come through it? Maybe once we know those SnapTag numbers it won't matter as much as to how many, or few, people have downloaded a QR Code reader app.
Infographic: Under the category of " Works without mobile web access," there is an indication that SnapTags are able to operate without mobile web access while QR Codes cannot.
2DBS: First, just how does a SnapTag work without web access? Second, QR Codes can work without mobile web access. Is it ideal, no, but a user can scan a code and save it in their code reader app. Once in a location with web access, the reader app can be launched and the code scan resolve can be retrieved from the app's history file.
Infographic: Under the category of "Marketing functionality" it indicates that SnapTag enables "a robust multi-channel marketing platform that enables campaigns with varying functionality and sophistication." QR Codes can "trigger a single action, primarily connecting users to a URL."
2DBS: Really, Ms. Skogg? Let's call a spade a spade. Marketing functionality all depends on the creative genius of the team designing the 2D-based campaign, not the code itself. QR Codes can easily point to many other functions beyond a simple URL.
Infographic: Under the category of "Cost" Ms. Skogg and her team would like advertisers to believe that with SnapTag costs are bundled and with QR Codes costs are more a la carte (i.e., more expensive).
2DBS: Bundled or a la carte, if working with a code provider, agency, etc., there is a cost to code generation, management and analytics, it's just a matter of where these costs might be hidden in the overall price. If a mobile website is needed there will be a cost as well. I'm not aware of any provider building a mobile site for free.
Infographic: Under the category of "Featured branding" it states that with QR Codes there is limited space to insert a logo.
2DBS: Gee, last I looked, there was limited space for a logo in a SnapTag too, because the logo needs to fit within the circle. With both code types there is limited space, as the logo needs to fit on/in the code symbol.
Infographic: Under the "SnapTag Features" section, six categories are shown, which include: dynamic responses, easy-to-update, database building, complex analytics, reusable and enable social sharing. From one to the next, the reader is lead to believe that QR Codes don't match up.
2DBS: Depending on the provider's platform, a QR Code can deliver on all six features. The key here is provider platform, of which SnapTag is one.
I could continue making comments in regard to the last section of the infographic, but I believe my point has been made. As agnostic as I try to be with respect to code formats, I don't believe SpyderLynk does anyone (advertiser or agency) any favors when all they report, present and engage in are one-sided, biased arguments.
The Best Mobile Barcode Campaign of 2011
Over the past couple of weeks, I have been busy reviewing, in depth and across a number of attributes, the campaigns that passed my 2D Barcode Litmus Test, as well as a number of individually submitted nominees, about 40 in total, all with the goal to select the best mobile barcode campaign of 2011. While the running was close and the final decision difficult to make, it gives me great pleasure to announce that the winner of 2D Barcode Strategy's 2nd Annual Best Mobile Barcode Campaign Award is Tervis, the Florida-based manufacturer of high-end tumblers. Congratulations! Here are my reasons why.
First, the QR Code is placed prominently in the print advertisement and is accompanied by a strong a call-to-action message ("Bring the holidays to life. Use your smartphone for holiday party tips, special holiday offers, and more."). In addition to the call-to-action, Tervis also listed a URL address for consumers who may not wish to scan and/or don't have a smartphone.
Second, the QR Code is easy to scan and the scan resolve content is original, fun, cleverly worded and unique in design. When the QR Code is scanned, the reader of the advertisement is brought to a mobile web page that displays a window with the following message, "Mingle with these smart people and get the holidays started right. Touch and drag to view the panorama image. OK." The panorama image is of a holiday party and in the image are eight flashing orange touch points, which cannot be missed. Each touch point links to a different page, and the touch points include: 1) holiday smart quiz, 2) holiday gift ideas, 3) product/company information, 4) party excuse generator, 5) how to make a giant 3D snowflake, 6) personality plus (how to personalize a tumbler), 7) exclusive holiday offer and 8) holiday drink ideas.
Third, when just about any of the eight touch point pages are viewed, there is a "shop now" button displayed on the page. This is what mobile is all about. Enabling the consumer to shop when, and where, they want to.
Fourth, on just about every page are widgets to share the Tervis holiday experience/content socially via Facebook, Twitter and foursquare. This too is what mobile is about and/or offers...connectivity. Connectivity between the brand and the consumer, as well as the consumer and another consumer. Lots of companies neglect the social element when using 2D/mobile and it should be part of the strategy.
Fifth, being a holiday-based campaign a promotional discount should have been offered, and it was...25% off certain items.
Sixth, stickiness. This is a term that I very seldom use or write about, but its importance cannot be underestimated. In this campaign, the original panorama image is what's sticky. A reader wants to move from one touch point to the next to the next, etc., just to see what's behind the orange dot and, in doing so, they remain on the site that much longer and the experience between brand and consumer goes that much further.
Seventh, value and benefit are words that I often use to judge a 2D campaign by to see if it is worthy of passing my Litmus Test. In this case, it is clear that value and benefit are being offered to the consumer via the 25% purchase discount, but what's less clear is the value and benefit being delivered by the plethora of content (information) that the company provides in relation to a rather simple product, a tumbler.
As one reviews this campaign, it is easy to see how the company paid attention to 2D best practices and made use of many of them in the campaign. Additionally, it seems as though the company placed a good amount of thought into the campaign from a strategic perspective (i.e., not focusing on the code itself, but on the end to end experience).
First, the QR Code is placed prominently in the print advertisement and is accompanied by a strong a call-to-action message ("Bring the holidays to life. Use your smartphone for holiday party tips, special holiday offers, and more."). In addition to the call-to-action, Tervis also listed a URL address for consumers who may not wish to scan and/or don't have a smartphone.
Second, the QR Code is easy to scan and the scan resolve content is original, fun, cleverly worded and unique in design. When the QR Code is scanned, the reader of the advertisement is brought to a mobile web page that displays a window with the following message, "Mingle with these smart people and get the holidays started right. Touch and drag to view the panorama image. OK." The panorama image is of a holiday party and in the image are eight flashing orange touch points, which cannot be missed. Each touch point links to a different page, and the touch points include: 1) holiday smart quiz, 2) holiday gift ideas, 3) product/company information, 4) party excuse generator, 5) how to make a giant 3D snowflake, 6) personality plus (how to personalize a tumbler), 7) exclusive holiday offer and 8) holiday drink ideas.
Third, when just about any of the eight touch point pages are viewed, there is a "shop now" button displayed on the page. This is what mobile is all about. Enabling the consumer to shop when, and where, they want to.
Fourth, on just about every page are widgets to share the Tervis holiday experience/content socially via Facebook, Twitter and foursquare. This too is what mobile is about and/or offers...connectivity. Connectivity between the brand and the consumer, as well as the consumer and another consumer. Lots of companies neglect the social element when using 2D/mobile and it should be part of the strategy.
Fifth, being a holiday-based campaign a promotional discount should have been offered, and it was...25% off certain items.
Sixth, stickiness. This is a term that I very seldom use or write about, but its importance cannot be underestimated. In this campaign, the original panorama image is what's sticky. A reader wants to move from one touch point to the next to the next, etc., just to see what's behind the orange dot and, in doing so, they remain on the site that much longer and the experience between brand and consumer goes that much further.
Seventh, value and benefit are words that I often use to judge a 2D campaign by to see if it is worthy of passing my Litmus Test. In this case, it is clear that value and benefit are being offered to the consumer via the 25% purchase discount, but what's less clear is the value and benefit being delivered by the plethora of content (information) that the company provides in relation to a rather simple product, a tumbler.
As one reviews this campaign, it is easy to see how the company paid attention to 2D best practices and made use of many of them in the campaign. Additionally, it seems as though the company placed a good amount of thought into the campaign from a strategic perspective (i.e., not focusing on the code itself, but on the end to end experience).
Lastly, I spoke with Kathy Greif, Director of Marketing at Tervis, about the campaign and she said a few interesting things. First and foremost, Ms. Greif said, "The overarching goal of the advertising campaign was to increase brand awareness and within that, the QR codes, panoramic experiences and “smart spots” were specifically developed to encourage further engagement with Tervis. The QR code – leading to the panoramic experience – was an excellent, and easy, way to invite consumers to take one step beyond the print and out-of-home ads to learn about and experience the Tervis lifestyle." Wow...there was a goal here. Often times, a goal seems to be missing and why? A 2D-based campaign is like any other...goals and objectives need to be in place. Ms. Greif went on to say that, "it’s critical, and it remains top of mind for us moving forward with the use of QR codes – having a seamless experience end to end is a key usability factor." I could not agree more. There is virtually no reason why a 2D-based campaign cannot work as intended (i.e., seamless). When asked if QR Codes will be used in future campaigns, Kathy replied, "Yes, in fact we are planning an extension of the campaign in 2012. Additionally, our wholesale catalog includes a Point of Sale (POS) sign featuring a QR code which drives to a new brand video. So, while consumers are shopping at our retail partners’ stores, they can scan the code to quickly and easily dive into the Tervis world to learn more about our products and the Tervis lifestyle." What's great here is that the company is thinking across channels. 2D codes need not be just for print.
Congratulations again to Tervis (Kathy and her team) and its agency (Sterling-Rice Group) for a job well done.
1.03.2012
The Uncertain Future of the QR Code
(The article below is today's cover story on iMediaConnection. I post it here in case you missed the other.)
Over the past 18-24 months, the acceptance and use of Quick Response (QR) codes has steadily increased among marketing and creative professionals, as well as individual and business consumers, but the question remains, what's the future of QR codes? Will the future show that QR codes were just a passing advertising fad -- here today, gone tomorrow? Or, will the future show that QR codes were a viable direct response mechanism that marketers can use to engage and interact with a target audience on a permission-based, personal level?
As a marketing strategist, my answer to the question "what's the future of QR codes" is probably much different than how a technologist, developer, creative professional, or futurist might respond, but I believe it is justified and has merit. Ask the question to this group and they might all begin to talk about the next version of QR code technology (e.g., QR code 3.0) and what that might be like and how that might work, or they might talk about other technologies -- such as near field communication (NFC), augmented reality, digital watermarks, or image recognition -- and how technologies such as these will be the death knell for QR codes, let alone other 2D barcode types. But, if the question is asked of me, I believe the future of QR codes really lies in the response companies may give when they themselves are asked, "What are your future strategic marketing goals and objectives?" Probably not what you were expecting to hear was it? Please allow me to explain.
First, let me give you my definition of a QR code. A QR code is a tactical direct response mechanism used in marketing, advertising, and promotion which, upon scanning, enables consumers to bridge the gap between the physical and print world and the digital world and back again. By nature of the technology, QR codes provide for a relatively instantaneous interactive experience between a consumer and a product, service and, brand. The key to enabling the use of QR codes, by an advertiser or a consumer, is a smartphone installed with a QR code reader app. Please read that last line again and keep it in mind as you read the remainder of the article.
When companies begin to consider the use of QR codes for advertising, promotion, or general business purposes, the majority seem to ask the same simple question: Do we want to use QR codes or not in our next campaign? But the real question to be asked is, "As a company, do we want to advance and enhance our integrated marketing strategy, as well as the goals and objectives which go along with it, to the point that the strategy includes an investment in and commitment to a mobile channel or platform?" If the answer from one company to the next is "yes," then QR codes will have a future. If the answer from one company to the next is "no" then QR codes won't have much of a future. Because QR code technology is based on a mobile platform and the use of smartphones (see definition above), it is essential for companies to first understand, believe in, embrace, and make use of a mobile strategy, before they try to understand, believe in, embrace, and make use of QR codes on a tactical level. Think strategic before tactical -- it's that simple.
In the research that I have conducted, where I have analyzed literally hundreds of QR code-based campaigns, a major mistake that advertisers seem to make is the belief that deploying a QR code in an advertisement is a strategy in and of itself. In reality, this is the furthest from the truth, because a QR code is only one tactical element in an advertisement along with many others. What's often missing from an advertiser's way of thinking about QR codes is that in order for them to be used in a proper and effective manner, it takes -- first and foremost -- an investment and commitment by the company in a mobile channel or platform. Actually, it's probably due to this "strategy" (i.e., QR codes before mobile channel or platform; tactic before strategy) that causes a campaign to fail miserably and, as a result, the thought to use QR codes in the future is sidelined or shelved indefinitely. This might be why, from one advertiser to the next, we see them use QR codes only once and never again. If it were the other way around, where companies consider the mobile channel or platform first and then QR codes (i.e., strategy before tactic) then, I believe, campaigns would be far more successful and effective, and QR codes would be used by companies on a regular or full-time basis.
To view the future of QR codes in this manner (i.e., strategic marketing goals and objectives versus pure technology) hopefully sheds light on what it takes for a company to develop and deploy an effective, value-driven, consumer-oriented, QR code-based advertisement or campaign. It all begins with the mobile channel or platform and then building from that as a foundation. Next, it becomes a matter of understanding, as well as requiring, the development of mobile-optimized content. When I mention mobile-optimized content, I am referring to it being optimized for use on the mobile web, as well as optimized for the type of mobile device that may be used, either by operating system or brand of device. After that, it's a matter of thinking through the use of QR codes in an advertisement, from end to end and from the consumer's perspective, making certain that the mobile experience (i.e., the scan of the code itself, as well as the viewing of the scan resolve content) is not only flawless, but also steeped in the delivery of value, meaning, benefit, and relevance. Thinking in these terms will undoubtedly put to rest the common thought and practice of reusing desktop content as code scan resolve content, which can be analogized as trying to fit a round peg in a square hole. It may also get marketers to realize that from a response rate or return on investment perspective, a failed QR code-based advertisement or campaign has less to do with the placement of a QR code itself and more to do with the company's overall mobile strategy, which may or may not be fully in place.
To know that mobile and the use of smartphones is growing by leaps and bounds, and that a high number of professional marketers view the mobile phone as the epicenter of an integrated, multichannel, permission-based, one-to-one marketing strategy, companies will continue to realize that it's not a matter of if, but when, they will add and phase mobile into their existing marketing strategy. And, when this happens, the future of QR codes will look as bright as ever.
Over the past 18-24 months, the acceptance and use of Quick Response (QR) codes has steadily increased among marketing and creative professionals, as well as individual and business consumers, but the question remains, what's the future of QR codes? Will the future show that QR codes were just a passing advertising fad -- here today, gone tomorrow? Or, will the future show that QR codes were a viable direct response mechanism that marketers can use to engage and interact with a target audience on a permission-based, personal level?
As a marketing strategist, my answer to the question "what's the future of QR codes" is probably much different than how a technologist, developer, creative professional, or futurist might respond, but I believe it is justified and has merit. Ask the question to this group and they might all begin to talk about the next version of QR code technology (e.g., QR code 3.0) and what that might be like and how that might work, or they might talk about other technologies -- such as near field communication (NFC), augmented reality, digital watermarks, or image recognition -- and how technologies such as these will be the death knell for QR codes, let alone other 2D barcode types. But, if the question is asked of me, I believe the future of QR codes really lies in the response companies may give when they themselves are asked, "What are your future strategic marketing goals and objectives?" Probably not what you were expecting to hear was it? Please allow me to explain.
First, let me give you my definition of a QR code. A QR code is a tactical direct response mechanism used in marketing, advertising, and promotion which, upon scanning, enables consumers to bridge the gap between the physical and print world and the digital world and back again. By nature of the technology, QR codes provide for a relatively instantaneous interactive experience between a consumer and a product, service and, brand. The key to enabling the use of QR codes, by an advertiser or a consumer, is a smartphone installed with a QR code reader app. Please read that last line again and keep it in mind as you read the remainder of the article.
When companies begin to consider the use of QR codes for advertising, promotion, or general business purposes, the majority seem to ask the same simple question: Do we want to use QR codes or not in our next campaign? But the real question to be asked is, "As a company, do we want to advance and enhance our integrated marketing strategy, as well as the goals and objectives which go along with it, to the point that the strategy includes an investment in and commitment to a mobile channel or platform?" If the answer from one company to the next is "yes," then QR codes will have a future. If the answer from one company to the next is "no" then QR codes won't have much of a future. Because QR code technology is based on a mobile platform and the use of smartphones (see definition above), it is essential for companies to first understand, believe in, embrace, and make use of a mobile strategy, before they try to understand, believe in, embrace, and make use of QR codes on a tactical level. Think strategic before tactical -- it's that simple.
In the research that I have conducted, where I have analyzed literally hundreds of QR code-based campaigns, a major mistake that advertisers seem to make is the belief that deploying a QR code in an advertisement is a strategy in and of itself. In reality, this is the furthest from the truth, because a QR code is only one tactical element in an advertisement along with many others. What's often missing from an advertiser's way of thinking about QR codes is that in order for them to be used in a proper and effective manner, it takes -- first and foremost -- an investment and commitment by the company in a mobile channel or platform. Actually, it's probably due to this "strategy" (i.e., QR codes before mobile channel or platform; tactic before strategy) that causes a campaign to fail miserably and, as a result, the thought to use QR codes in the future is sidelined or shelved indefinitely. This might be why, from one advertiser to the next, we see them use QR codes only once and never again. If it were the other way around, where companies consider the mobile channel or platform first and then QR codes (i.e., strategy before tactic) then, I believe, campaigns would be far more successful and effective, and QR codes would be used by companies on a regular or full-time basis.
To view the future of QR codes in this manner (i.e., strategic marketing goals and objectives versus pure technology) hopefully sheds light on what it takes for a company to develop and deploy an effective, value-driven, consumer-oriented, QR code-based advertisement or campaign. It all begins with the mobile channel or platform and then building from that as a foundation. Next, it becomes a matter of understanding, as well as requiring, the development of mobile-optimized content. When I mention mobile-optimized content, I am referring to it being optimized for use on the mobile web, as well as optimized for the type of mobile device that may be used, either by operating system or brand of device. After that, it's a matter of thinking through the use of QR codes in an advertisement, from end to end and from the consumer's perspective, making certain that the mobile experience (i.e., the scan of the code itself, as well as the viewing of the scan resolve content) is not only flawless, but also steeped in the delivery of value, meaning, benefit, and relevance. Thinking in these terms will undoubtedly put to rest the common thought and practice of reusing desktop content as code scan resolve content, which can be analogized as trying to fit a round peg in a square hole. It may also get marketers to realize that from a response rate or return on investment perspective, a failed QR code-based advertisement or campaign has less to do with the placement of a QR code itself and more to do with the company's overall mobile strategy, which may or may not be fully in place.
To know that mobile and the use of smartphones is growing by leaps and bounds, and that a high number of professional marketers view the mobile phone as the epicenter of an integrated, multichannel, permission-based, one-to-one marketing strategy, companies will continue to realize that it's not a matter of if, but when, they will add and phase mobile into their existing marketing strategy. And, when this happens, the future of QR codes will look as bright as ever.
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