“If you build it, they will come.” Imagine a builder who chooses to build a house in the middle of the deep woods. The enthusiasm he must feel, knowing this is one of the most gorgeous houses to ever exist in a secluded location. Then, he puts up a “For Sale” sign at the front of the property.
A week goes by, nothing. A month goes by, nothing. 6 months go by, still nothing.
Sounds a bit silly to think a house with a “For Sale” sign in the middle of the deep woods is going to sell this way, doesn’t it? But this is tantamount to having a QR code without a marketing strategy.
QR codes (aka Quick Response codes) can enable expanded creativity on marketing collateral that may otherwise be less interactive. Simply placing a QR code on a marketing piece that drives customers to the homepage of your website and no call-to-action isn’t going to cut it.
Establish Business Goals
It’s important to have a specific business goals established, such as:
- Increased sales
- Increases awareness of your business
- Increased visitors to your website
- Increased stickiness of your site
- Get more repeat clients
Once business goals are established, you’re going to need to implement the right marketing strategies in order to achieve success. Knowing what you want to achieve before thinking about a QR code is a must.
Create Marketing Strategies
It’s important to recognize that the need for marketing strategies has always been the case over the many years of businesses existing. What’s changed are the technologies utilized to evolve marketing strategies.
With that said, it’s time to rethink your journey to ensure you are including new technologies that can no longer be ignored. Knowing which technologies are right for your marketing strategy can be challenging.
Do we use these newfangled QR thingee’s or a GURL, maybe a PURL or VDP?
Maybe I should use a QR codes on my DM and send it VDP for best results ASAP, maybe with some FAQ’s, on a One to One for the best ROI?
This just has to have great results… It sounds so hi-tech.
But, before implementing a QR code, there are some things to take into consideration. As Chris Silver Smith pointed out in his blog post, “Are QR Codes Good For Local Marketing? A Contrarian View,” QR codes can be challenging for people to utilize for various reasons. This is why it’s important to know who your target audience is, what overall technology they are comfortable using and understand how to implement an effective marketing strategy.
Most cellphone providers have caught on to the problem of there being varying QR code apps and have since started preloading a QR code app on the cellphones. [i.e. ScanLife has officially partnered with Sprint and Verizon]
Implement Technology That Will Work With Your Marketing Strategy
Your marketing strategy will determine which tools are best to employ and technology to meet your goal(s). It involves creating strategies that are designed for the different marketing channels that will reach your intended customer.
Equally important is to measure, track and analyze your campaign results while efficiently managing the data accrued that will lead to your next follow-up campaign.
Remember, there’s always another goal soon to follow and yes, another campaign.
Work smarter, not harder.
*******************************************************************************************
Here’s an example of a great marketing strategy:
Overview: Bloomingdale’s Spring 2011 Campaign, “Color Yourself” Contest.
Target: Men interested in color trends and the latest fashion available for Spring.
Strategies: Get target audience to:
- View the promotional video.
- Engage and participate in Bloomingdale’s contest to win a $5,000 shopping spree at the 59th Street Flagship Store in NYC (hotel and limo ride included) by submitting a personal video or pic of one’s own personal style.
- Shop online at the e-commerce Bloomingdale’s website.
Possible Goals for this Campaign:
- Increase website visits
- Increase sales for Spring Line
- Increase awareness of new Spring Line
Calls-To-Action (CTA):
- Visit a URL on the web to view a video (print to web) (Click here: Bloomingdale’s QR Code Campaign Video )
- Text in code to receive a MMS message including a video (print to mobile)
- Scanning a QR code, arriving at a mobile landing page to view a video (see image below) (print to mobile)
Notice the mobile landing page above follows K.I.S.S. (Keep It Simple Stupid), showing only Bloomingdale’s logo, the video, and a link to start shopping Bloomingdale’s mobile e-commerce site. Having clearly defined goal paths increases conversions, keeping the user’s focus on this campaign.
Bloomingdale’s continued this marketing campaign by using catalog space to promote the new contest in an effort to get their target audience into their stores. As you can see in the ad below, a QR code is prominently displayed with the call-to-action, “Shop, Scan, Win.”
After scanning the QR Code, you arrive at a simple mobile landing page, focused at getting the target audience to view the promotional video and/or shop at Bloomingdale’s e-commerce website.
We would love to hear your feedback about the use of QR codes.
Have you tried them out? What type of strategy did you have in place?
The Internet has created the ability to interact with customers in real time and as often as many times a day. Purchasing on the web has been growing by leaps and bounds but so have email blasts and surveys. It seems like every click of the mouse is generating a plethora of return emails soliciting more business and surveys asking about your purchasing or viewing experience. 
Blog this!
