Advertising Effectiveness

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Marketers are constantly trying to increase their advertising effectiveness by creating ads that capture our attention through all of the advertising "clutter".   Several ways to do this includes using mobile apps, videos,  social media, or QR codes.  QR codes are becoming very popular and there are many creative ways that they can be used to promote or market your business and to improve advertising effectiveness.  One of the many benefits of QR codes is that they can be generated at no cost.  This has led to a large number of do it yourself marketing with QR codes...some done in good taste and others not so good.  For example, Nationwide placed a QR code an ad on a billboard that promotes http://nationwidechildrens.org.  Overall the ad was very effective with the exception that the QR code was too small to scan from my car. I was not driving at the time, safety comes before scanning QR codes!

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Radio Shack's Advertising Effectiveness

An excellent example of a well done QR code campaign is what I call the "phone upgrade QR code."  I first saw this at Radio Shack at a local mall.  When this QR code is scanned it lets you know if your are eligible for an upgrade on your phone.  Radio Shack's use of QR codes adds value by allowing customers to do self service right there in the store. This may have an impact on phone sales as well as freeing up the sales associates to focus more on Radio Shack's products and attending to customers that are ready for upgrades.

Tips for Improvement

Both of these are nationally known companies using QR codes for marketing which I think is great, however; Nationwide should have thought about how adding a QR code to a billboard added value, if any to their ad or the person driving down the street who may risk safety to scan their QR code.  Improving the advertising effectiveness of this particular campaign may include placing the QR code on printed materials such as flyers, brochures, or rack cards.  If the advertising agency that worked on the Nationwide campaign was obligated or dedicated to adding a QR code to the billboard, it should have been at least three times the current size.  This would have allowed for those who are walking near it to scan the QR code with their smartphone.

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Here are some additional resources about QR codes that you may find helpful.  Click on the link to see the article.

• Are QR codes here to stay or are they just a fad?


• Want to learn how to create your own QR codes?  Read this article - Create QR Codes


• Have you gone mobile yet?  Your customers have.  This is a must read - Why You need a mobile website, now!

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