QR Codes Good Examples, anyone?
After my last article, I received many emails all asking the same question: have you found any QR Codes good examples? The answer is yes. You can learn from mistakes and from marketers that are doing things right.
Printed media and QR Codes – a classic combination
One of the biggest challenges advertisers face with printed media is how to generate sales or any other type of customer engagement. At the end of the day, a customer cannot make a purchase from a magazine. They need to go online, make a phone call, or go to a store. If you expect them to like you on Facebook or follow you on Twitter, they would need to move to a different medium and find you there. Even then, there is no guarantee you will achieve the desired behavior.
Your window of opportunity is gone once the customer’s attention has moved from that specific piece of paper. In order to create an immediate action from printed media to a mobile device, you need to follow the three basic components of successful mobile content: immediacy, convenience, and relevance (within context).
The use of QR Codes allows the creation of an immediate connection between your ad and online activities.
“…QR codes made it easy for a potential customer to move more-or-less seamlessly from the printed or online advertisement to the first few pages of the book. And I’ve found that if I can get a reader to start reading a book, I have a much better chance of getting them hooked…” Roger Hobbs
QR Codes to the rescue
The picture bellow belongs to an ad placed in The New Yorker in April 2013. The advertisement promotes Roger Hobbs’ book Ghost Man.
I contacted Roger Hobbs to learn from his experience. When asked about QR Codes, he said ” QR codes made it easy for a potential customer to move more-or-less seamlessly from the printed or online advertisement to the first few pages of the book. And I’ve found that if I can get a reader to start reading a book, I have a much better chance of getting them hooked”
The objective: Sell as many books as possible.
The challenge: Break the printed media barrier to generate sales directly from the ad.
The tactic: Catch the readers’ attention and drive them to a different medium where they can actually make a purchase.
The technique: Use a QR Code to invite readers to a website where they can keep reading an excerpt of the book and are able to purchase the book.
Scorecard: QR Codes good example = Excellent implementation.
The ad offers a peek inside the book and a QR Code invites the reader to keep reading. Here is why:
- an immediate action: “keep reading NOW.”
- in a convenient way: “Scan to read” (instead of go to your pc and type this URL).
- completely relevant to the topic of the ad and within the context is being offered.
The advertiser created an immediate link between the ad and the place where the book is for sale.
Scanning the QR Code and…
When a reader scans the QR Code, it brings them to a mobile optimized website where they could easily read a brief description about the book. There are four clear buttons that allow the customer to read an excerpt, watch a YouTube video for a trailer , buy the book or buy the eBook. From there, it is a simple click to the Play Store and then one more click to purchase the book.
Note again that the call to action has very clearly proposed activities: read, watch, and buy. All of them are possible through that screen and don’t deviate the customer’s attention to other place.
The process in a nutshell
Here we can see the merger of traditional advertising principles with a modern medium. At the beginning of the last century, American advertising pioneer, E. St. Elmo Lewis formulated the principles that advertising should follow. His AIDA Model includes 4 basic principles: attract the ATTENTION of the customer, raise and maintain customer INTEREST, create DESIRE, and lead them to take ACTION / purchase.
The factors that make this campaign a QR Codes good example
- The ad offers an immediate benefit: the customer can keep reading the book to see if they like it.
- There is a clear call to action and the customer knows what to expect after scanning.
- It is very convenient. The transfer of the customer’s attention from the printed ad to the online purchase place is seamless.
- The QR Code is conveniently located in the page, with the right size and color contrast.
- The user experience fits the media. The customer lands in a mobile optimized website which is very simple and focused on what needs to be done.
- The ad makes use of a short link making the QR Code smaller, simpler, easier to read and, most importantly, capable of tracking the number of times it is scanned.
- Once on the website, the source can also be tracked by creating an additional layer of analytics.
- The ad is linked to online stores where you can immediately purchase the book. ROI can therefore be checked.
- The transition from the printed ad to the final purchase page doesn’t require the customer to type any URLs. It is as simple as pushing three buttons to finalize the purchase.
Despite the order of the words, in “mobile marketing” marketing is always first
QR codes good examples can be found in many places, some of which will be featured in upcoming posts. They are successful because there is a thought and a marketing strategy behind the usage of that specific medium. If there is a marketing principle leading to the use of a specific medium and the right professionals to implement it, you have a 90% chance of secured success.