Remember that time when you gave your contact information to someone you just met, asked them to give you a call when they had a moment, then found out weeks or months later that they had forgotten your name and to contact you? As technology begins to further embrace the responsibility we give it, priorities we once had diminish.
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| A more complex QR code containing a vCard with email address, first and last names, and a useful website to visit (e.g. debloggingcs.blogspot.com) |
The question is, do you want someone to remember YOUR brand? Let's face it, if you are showcasing a new product at a trade show or conference, there are literally thousands of people passing by your booth. You have a limited supply of hardcopy materials. Why not have posters with a special vCard QR code printed on them? vCards are a data structure formatted specifically for holding multiple fields of information. Say you are an international recruitment agent in India at a university recruitment fair. The best scenario is that every individual (or at least a significant portion of people) gets in contact with you for more information. You could give them a piece of paper in a digital age, but how long will it last? It is not worth nearly as much to them as their phones or other electronic devices. Imagine a downpour happening and the flyer you handed them crumpling and becoming soggy. Now suppose you can give them a piece of valuable information that they can keep on their person at nearly all times with a better survival rate. With the exception of their device dying (which can be remedied with the fact that cloud synchronization services are available to a large number of people now), they now have a reminder with them wherever they go. That one scan of the vCard QR code just gave them your international contact number, email address, recruitment website, and any other pertinent information.
Additionally, QR codes in general are very accessible. For instance, imagine the aforementioned scenario. You might have a crowd of people at your booth and the best angle a newcomer has of your flyer is upside down or at a right angle*. They can still scan the printed code, which should be processed correctly unless the lighting in the area is not as good or their camera sensor is lower quality.
The bigger your footprint, the more noticeable you (and your brand!!) will be. The idea may seem cliché, but it actually makes more sense. For example if you are using a vCard QR code, you know that if one field is messed up (perhaps your website URL), the person who scanned it can easily research your name or business and find the website! The possibilities are really endless.
** Denso - Inventor of the QR Code. From QR Code Essentials whitepaper
Josh,
ReplyDeleteI enjoyed your approach on QR codes! Most people wrote about how valuable they were, as did you, but you compared the efficiency of using technology versus the practicality of using hard copy materials when advertising for one's brand. I also found it rather clever when you wrote, "You could give them a piece of paper in a digital age, but how long will it last?" You brought attention to the fact that people still pass out flyers and papers in a society where technology pitifully dominates over our souls. I agree that "the bigger your footprint, the more noticeable." There's a reason why most people shop at chain convenience stores rather than purchasing foods from a local mom and pop business! Great explanation. I know you will do well when it comes to advertising yourself!
Your understanding of QR codes with respect to marketing is good. In this era of digital age, there are people still not aware of this awesome piece of technology innovated by the Japanese. I like the way you emphasize on how people still distribute flyers and how QR codes come to the rescue. I totally agree that, "bigger your footprint, the more noticeable" and also if people are aware of what this technology is capable of doing, people would stop shopping at local stores and do more at chain stores.
ReplyDeleteInteresting blog-post!