Tag Archives: brand experience

Finally, QR Codes Used Right

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11th Screen | The Interactive Out-of-Home Blog

How many times have you scanned a QR code and felt jipped once you discover the content “behind the code?” All too often, I just get directed to the brand’s homepage, and more often than not, a non-mobile-optimized homepage, where I am left to fish around for whatever it was that I thought I would get by scanning. Sure, there are some instances where I get directed to the right page or a coupon or simply just a video, but even then, I am almost always underwhelmed by the entire experience.

When I talk about experience, I’m not really talking about the experience with the technology (although I tend to really gravitate to new, emerging technologies). I’m talking about the brand experience, one that manifests itself from the brand’s story, and is told across various channels, and more and more, through various technologies.

The story is the thing, not the technology.

And unfortunately, I’ve come across so many examples of QR codes, in particular, where there doesn’t seem to be any rhyme or reason to using the QR code.

I do think QR codes can be an effective enabling technology. I just don’t think brands/marketers/communicators have quite figured out how to best utilize them to truly drive consumers deeper into the (brand’s) story. In my opinion, they shouldn’t be used just to duplicate an experience that you could otherwise get by simply going to a website, YouTube channel, Facebook page, and/or the like. They should really “unlock” information/content/offers that can’t be accessed in any other way. They should extend the brand’s story in some way. That’s when they’re used “right,” to the fullest of their ability. That’s when they start to add value to the consumer. That’s when consumers will associate them with exclusive information, not just a new way to get driven to a brand’s homepage.

Last night, I saw an effective use of QR codes and it originated, from all places, a TV screen. Before last night, I really saw no value in using a QR code from a digital screen (TV) to another digital screen (mobile). In large part, because I had never seen an effective execution. I think a real strength of QR codes is bridging a non-digital screen (in the real world, like a print piece) to a digital screen (mobile). But last night, I saw one that was effective. And it was effective at extending the brand’s story. The fact that it originated from a digital screen to another digital screen was overshadowed by how it was actually used to unlock exclusive information and drive me deeper into the story.

GoDaddy.com has always done a good job of generating interest in their “story,” even though it is one that has very little tie into the actual benefit of the brand and one that is intended for a very specific audience. But they’ve stuck to their story, and I’m sure the numbers would show they’ve been quite successful because of it. Well, last night, in middle of the football game, I see a QR code in a prominent position on the TV during a GoDaddy commercial.

GoDaddy QR Code

It’s another provocative commercial, of course, one that builds to an incomplete point in the story. You’re left wondering what comes next and the only way you can get it is to scan the QR code on the screen.

So, I did.

And I was directed to a mobile-optimized site where the rest of the story was front and center.

GoDaddy QR Code

So, I watched it and got the rest of the story. The payoff is what you would expect from any of these commercials. It’s kitchy and a bit silly.

But I think, fundamentally, they’re onto a really effective method of storytelling, which is intentionally breaking the story up across different channels and points in time. They want to drive you to the site and they’re using this story to do it. Arguably, quite effectively.

So, could they do this same thing with a URL? Yes. In fact, this is the same commercial that played during the Superbowl. I didn’t see it at the time, but I’m almost certain it did include a URL vs. a QR code.

That’s the lesson here. It’s not about the technology. QR codes can be seen as a more convenient URL. It’s about the story. The story is where the value is. The story is going to create fans. The story is the backbone. When the story is put front and center, technology merely enables a better or worse experience.

So the next time you want to plop a QR code on anything, be it a print piece or a TV commercial, think about the story that you want the consumer to experience and answer this question – is this QR code driving them deeper into that story?

If you’re just merely sending them to your website for “quick access,” then it doesn’t really matter what kind of technology you use. You’ll probably have better success just including the URL.

To see the TV commercial, here you go. To see the “extended” story, here you go.

Brands can Learn What Not to Do from Hertz

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I just got back from a much needed weeklong vacation with my wife, without our kids.  It was as we all want vacations to be – quiet, peaceful, relaxing, not driven by time or schedules, and without work.  I came across a few things that I wanted to blog about while I was out there, but I resisted and stayed unplugged (pretty much).    

There were many moments for us that defined our experience, the overwhelming majority of which were positive.  This was the first time we’d been to the east coast of Florida – from St. Augustine to West Palm Beach to Ft. Lauderdale, the beaches were awesome, the towns were all nice, each with a different personality, and by and large, the people were accommodating and friendly.  But unfortunately, the one moment that was the recurring thorn in our side was brought to us by Hertz.

This is certainly not the forum to go into everything that made that experience bad, but suffice it to say, they really didn’t seem to care about us, two kidless adults, eager to enjoy a relaxing vacation together.  And whether they liked it or not, they were part of our experience.  From this point on though, they will no longer be part of any Cearley-vacation experience. 

See, the thing about companies in the travel and leisure industry is that they actually play a part in people’s well-being.  Some companies understand this to the point of creating mission and culture around it.  Their purpose, and everything they do, is to make life easier for travelers.  But on the other hand, there are some companies who seem to feel content as just another part in the commodity game, and could care less about making things easier.  Hertz, unfortunately, came across this way.

Nevermind the hours that my wife and I spent on the phone or in front of actual people (at least 10) without a single answer or commitment of ownership, the attitude, above anything else, was extremely disappointing.  We repeatedly got an “it’s not my problem” attitude rather than a “what can I do to make your Hertz experience better” attitude.  An “I’m sorry” attitude would have even worked, but that was nowhere to be found.  I even asked one of their employees, “so, it doesn’t matter what we feel or think about this fiasco?” And he said, “no, not really.  There’s nothing I can do.”

I know companies are big and they have business to attend to, but just as I advise every one of our clients – if you don’t show people that you care, in turn, they won’t care.  And if the whole point to any money-making business is to build loyalty, not caring is a heavy weight that can lead to a slow death. 

Everyone is connected now.  Consumers to brands.  Consumers to consumers.  Words spread.  Service (or lack thereof) is amplified.  This hyper-connected world requires a higher level of consistency in philosophy, particularly as it relates to service.  Many companies, Hertz included, have many different channels that they monitor and field comments and complaints.  These different channels, regardless of the size of the company, are entry points into brand experiences.  These are all opportunities to let that philosophy shine and in the case where that philosophy is not best-in-class-service-oriented, it comes through in everything (and everyone).  What does your brand experience say about your philosophy?

I think this is such an important lesson, certainly for us in the business of providing services.  Is your brand experience and philosophy lined up?  Does your brand embody and foster an “it’s not my problem” attitude or an “I’m going to do whatever it takes (even within reason)” attitude?  Does your organization breathe this?  Are the “faces” of your brand restricted or empowered to serve customers? 

To me it all adds up to being the difference between just another place I can buy a commodity and the place I can trust with my well-being.  On the one week of the year that I can step out of my house and have a vacation.  It’s an important experience.