Marketing

Quick Response, or QR codes have been popping up all over the place. These codes are readable by barcode scanners and smartphones with cameras. These codes supplement advertisements found in public bathrooms, buses, subways, and print ads everywhere.

QR codes are meant to be scanned with a smartphone, after which users will be brought to a mobile website for a product or business. In some cases (when done correctly) QR codes will bring consumers to a landing page offering discounts or deals on specific products.

These codes are meant to bring products and businesses to consumers on a mobile level. In other words, businesses don’t simply want to pay for an advertisement on a bus or in a public restroom for people to look at it and forget it. By creating an interactive experience with incentive, advertisements quickly become unforgettable.

Here’s the problem. I keep seeing QR codes used incorrectly, and sometimes disastrously. Here are the top three worst things I’ve seen done with QR codes:

1. A QR code that goes straight to the website.

Here’s an example. If you see a print-ad for Old Navy, you’ll immediately think, Old Navy or OldNavy.com. If you own a smartphone, what’s stopping you from typing in OldNavy.com. In most cases, going to your mobile browser and typing in the website of the company is easier than downloading a barcode scanner on your phone, scanning a picture, making sure it’s aligned well enough to read the barcode – only to be brought to the website of the company. Where’s the incentive? QR codes will work best when they offer consumers a reason, and the result makes the consumer feel special.

2. A QR code on a website.

This is a “wtf” moment for me. If I’m viewing a website from my computer, why would I pull out my smartphone, scan a QR code and view the website in its smaller version on my mobile browser? What is the point of that?

3. A QR code on a banner ad.

I couldn’t believe this when I saw it. Again, if I’m viewing the website and I see a banner ad, isn’t it easier to click the banner ad with my mouse rather than scan it on my smartphone? Even if there is a 10 or 20% discount at the end of that scan, what amount of consumers will actually take advantage of this?

Call me a QR hater, but I have a hard time seeing the value in QR codes anyway, even with America quickly becoming one of the most mobile nations in the world. In fact, more Americans have smartphones than degrees (1 in 3 Americans owns a smartphone). Until we can figure out the true value of QR codes in order to use them well we should avoid using the next big technological fad until we understand it.

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I always confuse Klondike Bars with York Peppermint Patties. Klondike Bars are delicious ice cream treats with vanilla ice cream and a crunchy chocolate shell, whereas York Peppermint Patties are nauseating piles of overpowering mint with a horrible texture and an even worse taste.

I love Klondike Bars. I hate York Peppermint Patties. The problem? I never buy either.

Now, I’m sure neither Klondike or Hershey’s (manufacturer of mint crappies) are hurting for my freelance dollars. However, it dawned on me that I never purchase the tasty ice cream treat, because the logo and packaging look exactly like that of the York Peppermint Patty.

1. Both have a silver foil packaging.
2. Both have a logo with white lettering against a blue background.
3. Both invoke a wintry feeling.

Every time I see a commercial for a Klondike Bar, I get grossed out and assume it’s for a York Peppermint Patty. I equate both brands with a disgusting mint mess, and so I never purchase either.

My point? Be original. Sure, I’m probably the only person who fails to make the distinction between the two products (but really, am I?). I also understand that both products are completely different. One product is ice cream, the other candy. Yet, both are novelties and something I would likely purchase having been pregnant for the last 15 months. Because of this I find it both interesting that I confuse these brands and necessary that Klondike redesign their logo.

When designing your logo, or building any part of your brand, don’t look at the competition and decide what you like. Instead, look at the competition for inspiration and decide where YOU can be different. It’s all in the distinction.

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What you don’t know can’t hurt you as much as you think.

I’m not smart. There are plenty of things I don’t know. I have so much to learn about everything. These are all truths about me, but admitting them doesn’t have to be scary!

Many professionals, especially in, “new media,” have a difficult time admitting when they don’t know something. If a clients reads an article about meta data implementation and wants to know how you plan to strategize this, you may not have even thought about it. A potential customer may ask about devising a content strategy that implements video media and this could have you tripping over your words. The fact is, what you don’t know won’t hurt you unless you refuse to admit it.

Not knowing the answer to a client’s question is perfectly normal and even human (yes, we are human). In fact, by admitting you don’t know the answer to a question, and explaining that you are looking forward to delving into the topic further you may even create a new and improved relationship with your client that can take your professional repertoire to new heights.

Still, I see so many professionals talking their way in and out of client questions when they clearly don’t have a cohesive answer. Stop! No! While it’s humbling and difficult to admit when you don’t know something, admitting it will save you time and embarrassment in the future. Failure to admit your ignorance will create a web of lies and worse – sub par end results.

Let’s all admit when we don’t know something, and vow enthusiasm to learn more. The only thing about ignorance that can hurt you is failure to acknowledge it.

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