April 20th, 2011
I have been reading so much about QR (quick response) codes lately that I dreamed about them last Tuesday night. In my dream I had opened a tattoo parlor with a distinct point of difference. I only tattooed QR codes on the back of people’s neck representing their business card information. Was this a nightmare? Thinking of the mark of the Antichrist and its 666 symbol? Or, a dream, where we are making ourselves more green and environmentally conscious by further reducing our need for the printed form?
The truth is that, well used, it can be a very efficient and selective promotional tactic. Why selective? Consider the demographics of the current Smartphone user:
“Smartphone owners continue to be predominantly male, are 65% more likely than the average mobile subscriber to be between the ages of 25 and 34, and nearly two times as likely to make more than $100,000 a year.”
Which beer, automobile or financial services marketer wouldn’t drool for this one? The question is, where do I “stick” this QR code efficiently.
The answer, right now – from my point of view – is that QR codes are best tested in a retail environment. I am surprised that I have not seen an explosion of QR codes for store delivered coupons in my local A&P. What’s best but to receive a targeted coupon while I am looking for my favorite frozen pizza in my local supermarket. What a great trial incentive for Tombstone pizza when I was simply picking my weekly DiGiorno treat, but a POP (Point-of-Purchase) display that tempts me to look for a QR code which directs my iPhone browser to a $0.75 off online coupon for Tombstone. Definitely a better use than Bravo’s print ad in the subway station by my apartment – WHERE THERE IS NO CELL SIGNAL!!!!!! promising to give me more information about Andy Cohen – Really? “Can you hear me now?”
For more ideas and 5 steps to a successful test – aim your Smartphone reader (my favorite is RedLaser) to:
You can generate you own QR code at http://qrcode.kaywa.com/, try out today and have some fun. Let me know what is your “dream” use of a QR Code.
Stay tuned for my next blog. In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: firstname.lastname@example.org, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana
Happy Passover and Easter!!!!!!