The interplay of digital content with real world is the essence of successful QR code based marketing and promotions strategy. But, it takes more than generate a QR code to make the program work.
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[Above Image: QR Code art done for 10 most Intriguing in Fashion by Yiying Lu]
A QR code, or a quick response code is a 2 dimensional (matrix) barcode. This code is placed on point-of-sale items, print ads or any physical location that can be scanned by a smartphone QR reader, and encodes a data in the form of a text or more commonly, a URL. There are three steps to implement theQR code based program:
- Generate the QR Code
- Creative and placement of the QR Code
- Landing Page (Response to Action)
As can be seen, the three steps require three different functional areas. If done synchronously, this can be a very useful way for brands to seamlessly continue a physical content to a digital media. From social media perspective, QR Codes have been used extinsively to encourage the readers to like the Fan Page, or follow on Twitter.
However, a dis-connected launch of the program results in a failed opportunity for the brands. This personal example explains the points about being ready for the QR codes. Recently, while looking at some toys in a toy store, I was happy to see that most of the labels had QR Codes. Enthusiastically, I scanned through some. And, more often than not, I found that the Landing Pages associated with the QR codes were not available.
The product with QR Code label, at a retail store
The landing page is not ready!
Creative use of QR codes can bring dramatic results. However, the implementation of a successful program requires more ubiquity of use (relates to smartphone usage, and availability of smartphone readers), and syncronized efforts on part of the marketers who are implementing the strategy.
09 Feb 2012
