Finish strong. In the mobile marketing sector, this is a phrase that businesses cannot ignore. For a mobile plan to be effective, it needs to work from start to finish, and finish strong. The entire strategy could be a loss of time and money if there is no strong finish; and even worse, a weak finish can leave customers disappointed and looking for other options.
I was recently traveling and came across some drink products that I do not normally encounter. The bottle packaging was colorful and appealing, and there was a large QR code on the back. However, this wasn’t just the run-of-the-mill QR code; there was a well written, attractive message to go along with it, and the code linked to some music that one could enjoy on their smartphone while also enjoying the beverage.
All in all, it seemed like a successful mobile marketing campaign – the company brought attention to the mobile code, accompanied it with a clever message, and had me intrigued enough to interact with the company’s material. Unfortunately, when I scanned the QR code with my smartphone, the link was broken; it did not lead anywhere. No website, no message, no music download.
So now, rather than having a successful advertisement and happy (potentially repeat) consumer, I was left to wonder what had gone wrong. It didn’t matter that everything else was in line – the product itself was decent, the packaging was pretty, and there was ample attention called to the mobile ad. But, all I would remember was that the link failed, and I was left feeling unsatisfied and disappointed. As is the case in many situations, a strong finish is a must.
While I was traveling on that same trip, I came across another mobile advertisement, this time in a large, relatively well-known restaurant chain.
We had just received our beverages and input our order with the waitress, and were now killing time before the food arrived. I noticed that one of the coasters on the table had a large QR code on one side of it, with a small message that tempted me just enough to scan it.
But as I scanned the code, you guessed it, the link was broken. It didn’t lead anywhere, and as a consumer, you feel like you just wasted your time. Why even bother the next time?
Not only does this lead to disappointment, but the overall credibility of the company takes a hit. Questions creep into the mind. Can they coordinate their marketing activities? Is their management able to stay on top of the ins-and-outs of business?
A strong finish is not a luxury. It is a must.
QR code problems – one code, one link
A major problem with QR codes is that they are relatively static or unchanging. One code normally links to one website or web address. It seems simple enough, but websites and especially temporary links can expire or be changed for multiple reasons. Any change in the link will render the QR code useless, as even just a slash or underscore being changed will cause the link and code to break their connection.
And so in many cases, promotional or marketing materials are created with QR codes on them, only to have the certain link or promotion change later.
But when the link changes and the QR code is no longer connected, the use of all the associated materials with that QR code must be discontinued. If not, the company risks leading consumers down a path that will ultimately lead to disappointment.
In the examples above, the companies have 3 options. They can fix the links to once again connect to the QR code, if it is still possible. Sometimes it is not. They can discontinue use of the packaging and materials in favor of new materials with new codes on them. Or, the worst case scenario, they can do nothing and continue to fail in their mobile marketing activities. Of course the companies could discontinue the use of codes altogether, but given the popularity of QR codes and the increases in mobile technology and usage across the board, that seems unlikely in the near future.
The QR code solution – easy to edit Audible Tags
A technology from Antvibes Inc. utilizes QR codes and the power of voice and sound. The Audible Tag is a microsite connected to a QR code that features audio playback of up to 45 seconds.
The user simply scans a code with their smartphone, and gets an audio playback about that product, service or entity. Consumers can scan printed advertisements, retail products in a storefront and more – codes can be placed nearly anywhere on almost anything.
Another feature that makes Audible Tag QR codes unique is the ability to quickly and easily change the content of the landing page. New voice or sound messages can be recorded in only a few minutes, and there is no limit to the number of times the owner can change their tags.
This way, if a certain promotion is ending or changing, there may be no need to reprint materials due to changing QR codes.
Have you had a good or bad experience with QR codes? Is there anything you would like to add? Please feel free to leave comments here or speak to us via social, @antvibes www.facebook.com/antvibes