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Dear Digital Grandad,
We are a SME and been around for decades selling products B2C. But my MD has just asked me to consider using QR Codes in our Marketing, as his son (graduate from overseas), think’s it is so cool and thinks we are so behind to the rest of the world and not seeing the trend or being innovative! Firstly I am not too sure what it is and if it any good? Please help Grandpa
Regards
Mr QR Just-maybe
There’s nothing like a back-seat marketer in every company. Ask your MD to give me a call and I am more than happy to speak to his graduate son and tell him a few things about marketing, life in general, and the birds and bees before he starts throwing around one-liners to egg on his dad. Before his dad gets egg on his face!
Let’s get local
So, Mr QR Just-maybe, let’s get to the basics and firstly understand that South Africa is not like the rest of the world. Just take our smartphone penetration — 80:20, the other way around.
So let’s get local, buddy! We don’t necessarily have the smartphone penetration, so will QR codes ever take off here? I’m not too sure!
QR codes aren’t a new thing and maybe they’re just a trend that dies or gets replaced with the next big thing (NFC). But, before I say anything, let’s start with the basics to arm you with some knowledge and refer you back to my friend Wikipedia.
QR codes (abbreviated from Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code primarily consists of black modules arranged in a square pattern on a white background (can be customised, though). The information encoded may be text, an URL or other data and, when scanned by a QR barcode reader or camera phone, it will instruct a user’s device to perform a specific action. These actions can range from simply opening a mobisite or webpage and purchasing a product through to other engaging interactive experience like gaining access to a venue.
You need a QR Code Reader to read it!
WOW — sounds pretty cool, hey? But, remember, you have to have a QR code reader on your phone to read it. I know it sounds obvious but, trust me, it isn’t. I have had a barrel of laughs with my kids watching punters around shopping malls and in shop windows, just pointing their phones waiting for something to happen (and it doesn’t, bless). That’s the first hurdle!
Its usage and growth (hence why I will come back to NFC in a bit), is based on everybody downloading a reader.
Now, kiddo, here’s a quick history lesson in 140 characters
“QR Code technique was pioneered in Japan in the 90’s to help maintain stock control on car parts!” Apparently 100% of Japanese people have a reader and often use it as it comes as a standard on their phones. So you can see why they use it.
The key for a QR code is the simplicity in true consumer interaction, a pro-active call to action by the user, the ultimate hand-raiser, especially where retail-and FMCG-product brands use QR codes to drive sales, sends users to promotion vouchers to be printed and taken in-store, and to push users to interactive engagements — from downloading free music, games and wallpapers (a potential winner for SA mobile users) through to just maximising real-estate on their packaging to allows customer to find out more. Opportunities are endless, and the engagement exciting on both emotional and rational levels.
But let’s get creative with it use — otherwise, another pointless digital interaction
From a creative marketing point of view, there are still very few agencies around that have really exploited these opportunities. But some brands and agencies have cracked it as innovators (see below) and, if anything, we can all learn from them for inclusion in our next marketing campaign (if relevant — be sure to consider the reason you are doing it, where you are sending them and, where possible, maximise the landing for mobile devices to ensure the experience isn’t flawed or cut short).
I have also heard of real-estate companies having great success and even magazines, extending their engagement with readers. Like anything, it depends on what you are trying to achieve and what you are selling. Otherwise, it is another gimmicky digital engagement that will be deemed pointless
Still in its infancy — success depends on its adoption and awareness
In my view, however, while the QR code is still in its infancy in South Africa (and other countries), it is growing fast in popularity and has shown promise of great returns in case studies around the world. For me, especially with our mobile penetration, QR code marketing could be a sure winner for our pond, but it depends on its adoption and awareness! NFC is also picking up traction, especially with its greater usages and security and adoption by Google.
But, to get your mind thinking, here are a few QR code campaigns that I thought are worth a share!
QR Code Turntable: this campaign was just brilliant, especially for a granddad like me who still has his vinyl collection. Basically, one of world’s largest dance music labels wanted to promote a new track and chose to send out a mailer to advertisers with a turntable vinyl record inside – but how could they play it? Simple: by using a QR code, it converted the DM piece into a QR code turntable!
Another great old case study was by FirstBank QR code campaign. Commuters passing through the International Airport in Denver, with time to kill and a digital device on their hands, were provided with electronic books, crosswords or Sudoku FREE, courtesy of FirstBank. Simple billboards with backlit posters were placed inside the airport, headlined “Free Books”, “Free Crosswords” and “Free Sudoku” and displaying QR codes linked to a URL where travellers could download novels, crosswords and Sudoku puzzles free of charge, under the strap line of “We’re here to help you save”.
And one of my favourites is Hidden Sounds. Leo Burnett won a gold Lion a few years back at the Cannes advertising festival for its ‘Hidden Sounds’ QR Code campaign promoting 14 indie bands (the hidden sounds) for Zoo Records, an alternative music store in Hong Kong with low awareness. The QR codes were cleverly assembled into the shapes of animals that live hidden in the city and posted all over the streets. Scanning the codes in the animals allowed users to read more information about a band and hear their music. They could also purchase the songs directly, as well as share them. The interactions that counted? More than half of the 14 bands sold out their albums within the first week.
Another video which highlights all the pros and cons of QR codes is this great video created by a digital agency in Toronto, the best and worst scenarios of QR Codes.
So, Mr QR Just-maybe, maybe it will be great for your company, maybe it won’t. But now you know what it is all about. You decide and then #JustMaybe it will be worth embracing and hiring the MD’s kid to run the campaign for you. If not, tell him why!
Best of luck
@digitalgrandad1
— DigitalGrandad is a marketing professional with over 140 dog years of practical digital experience working with both global and local brands. From SMEs through to multinationals and across industry sectors, he has seen and embraced the changes technology has given to us to better our lives. Yes, he remembers the old days but is now a firm traDigitalist born through traditional marketing.
If you have a digital dilemma and are too afraid to ask your boss or your agency, but feel you need to ask for some straight no-nonsense advice, please email him at DigitalGrandad@marklives.com with your question or, better still, tweet to @digitalgrandad1. He’ll answer one question every week on MarkLives.com.