Lois Brayfield, CEO
Almost every marketer introduced a QR code, or at least toyed with the idea, in 2011. But have these two-dimensional Quick Response codes really moved the needle in terms of customer engagement?
They are certainly easy and inexpensive to create, but merchants—in their rush to adopt the newest tactic—may be missing opportunities to acquire new customers, create loyalty and offer something of value with their QR code campaigns.
Here’s a look at some recent campaigns designed to bridge the print and mobile channels, and what we suggest merchants could do to improve that brand engagement in the future.
Silpada Designs – Inspirational Brand Building
On the back of its catalog, Silpada, a seller of sterling silver jewelry, provided a link offering an exclusive peek at behind-the-scenes footage of its recent model photo shoot. The video is fun and highly relevant to its customers, and also offers interesting ideas on how to layer Silpada jewelry in trendy ways. Best of all, the video reflects the energy of the brand and creates desire. The call to action —“With Silpada You Can Live Your Life in Style”— supports the brand and encourages customers to “try on” new styles.
THE OPPORTUNITY
The video is extremely engaging—so why not include a “click to call now” button or a special promotional offer associated with the video content? And because the Silpada brand has a strong social component, a social call-to-action that asks viewers to share their advice on mixing and matching various (Silpada) jewelry pieces could be another option.
Metalcraft – Educational
Lauren Ackerman, Web Content Specialist
This business-to-business marketer of I.D. plates and labels provides a good call-to-action with multiple QR codes. Its catalog includes an editorial sidebar called “Scan and Learn” that offers videos showing how to use Metalcraft products, and even specific case studies. It doesn’t assume its customers know how to use QR codes, and provides brief information on how to download and use scanner apps.
The viewer is taken to YouTube, where the content is educational and relevant, and even offers new ideas for Metalcraft customers. Plus, at the end of every video is the phone number and web address where customers can learn more.
THE OPPORTUNITY
While there are many good reasons to take scanners to YouTube, marketers should be cautious—especially in situations where competing brands may be placing their content and possibly taking your scanner to a new location. Avoid this by creating and hosting your own YouTube channel. Also, while the video offers a verbal call-to-action at the end, a clickable button or offer should increase response.
Brookstone – Code Crazy
It makes perfect sense for Brookstone to use QR codes, as it supports the company’s unique brand and “hands on” approach to merchandising. Its catalog includes product videos about its more technical products. And while this is a great idea, readers are taken to a YouTube vendor video—which could possibly take them to a related video or even a competitor.
On the back of its holiday catalog is not just one, but five QR codes. This seems a little like overkill—especially when three of them are purely channel links (shop their website, call the 800-number, and “like” them on Facebook). And, including five side-by-side codes potentially minimizes the impact that one or two strong codes might present.
With that said, two of the codes are really quite good. One of them offers the ability to “Send a Gift Card from your Phone,” while the other offers help in finding a store location. The latter serves up not only a map, but also a navigator button and a free-shipping offer. We found the free-shipping offer a bit incongruous, however. Why not offer an in-store coupon since the users are looking for a store?
THE OPPORTUNITY
QR codes provide a wonderful way for this brand to show off its products—so many of which perform interesting feats that the printed page just can’t replicate. So why not provide QR codes for those unique products that can better be shown in a video, thus re-creating the in-store, hands-on experience? Each video could be its own mini-infomercial, followed by a “buy it now” button.
HoneyBaked Ham – Simplicity at its best
HoneyBaked Ham gets extremely high marks for its QR code application, which is simple but very effective. By enticing readers with a “Customer Secret Offer,” it creates intrigue and urgency to engage and act, and even includes simple scanning instructions. The landing page uploads very quickly and leads with a great offer, and an enticing photo followed by both a “buy now” and a “call now” button.
Everything fits nicely on the mobile screen. It’s simple, clean and effective, and it mirrors the brand nicely. What makes this strategy even more effective is that the offer is changed frequently, allowing customers to take advantage of ongoing offers. HoneyBaked Ham has one of the more solid end-to-end uses of QR codes, from call to action to execution to engagement and beyond.
Originally published Multichannel Merchant, February 2012
Tags: Brookstone, HoneyBaked Ham, Lauren Ackerman, Lois Brayfield, Metalcraft, QR Codes, Silpada