I was reading an article “Stop Sending Me Junk Mail!” by David Fellman of David Fellman and Associates about marketing using Direct Mail and QR codes and began to think about how to really use QR codes in integrated marketing communications so that they are useful and don’t become the equivalent of “Junk Mail”!
QR codes are so flexible they can be put anywhere but just because one has the technology to do so, doesn’t mean that one should if it does not enhance the viewer’s interaction with your product.
QR codes on a printed piece allow you to jump from the printed piece, whether it’s a brochure or packaging, to video, audio, a relevant landing page or a website. I admit that I really appreciate QR codes that give me information NOW on a particular item or product so I’m not searching all over a website.
In the example below, Mr. Fellman offers the following as an example of a cross media campaign utilizing direct mail and a QR code that failed due to lack of planning in the design and little thought given to what the QR code was to accomplish.
“I have a piece of junk mail right here in front of me, and I’d like to tell you about it. It’s a postcard, finished size 8 1/2” x 5 1/2”, printed 4/4. The sender/marketer is a local real estate agent, and the headline reads “What are homes selling for in your area?” In addition to that headline, the front face of the postcard features the company’s logo, the agent’s photo and contact information, an image of a home in my neighborhood, 3 lines of variable text including my wife’s first name, and a rectangular white block which includes a QR Code and two more lines of text which read “Go to learnmorenow.com and enter code 3E942XXXXX” and “Or textMLS 3E942XXXXX to XXXXXX.” Finally, the front face also includes the image of a stake sign which says “just listed” and points in the direction of the house image.
I’m pretty sure that the desired result of this mailing is to stimulate listings. I think the agent wants us to call her and ask her to help us sell our house. But the postcard doesn’t say that …”
Mr. Fellman further noted that neither the postcard nor the web landing page had a Call to Action on it. And the three contact methods offered on the postcard only took the viewer to the same landing page but the webpage had not been optimized for mobile phones. How frustrating for the viewer using a mobile phone.
QR codes, like any other marketing tool, can be effectively used to reach your objective but your content/message has to be relevant to what the prospect needs.