Advertising with QR Codes
From the relative lack of public understanding of what they even are, to the lack of creativity in the way advertisers use them, the QR code is destined to become just the next not so big thing. But if it does become a flash in the pan, who is to blame? Advertiser and advertising agencies, of course. Here is why?
The current use of QR codes in advertising is… well, in one word, boring. Many advertisers stick them on their ads telling readers to click for more information. As if the reader has nothing else to do besides read more about their product or service. It’s difficult enough to get a reader to look at your ad in the first place. Why would they take the time to be advertised to even more?
If we want someone to take time out of their day to use our codes, we need to give them a reason. Just like they need a reason to read an ad in the first place. If the QR code has any hope of surviving, it has to be used with more creativity. The same creativity we put into our ads. Use clever headlines, use teasers. Make it so interesting the reader will be compelled to use the QR code to solve the mystery you’ve created. But then again, the public still seems oblivious to what they are used for, and why they are on all those ads. Recently, someone we know did an informal “on the street” survey of 300 people last month, and held up a sign with a QR code on it and the phrase: “Free gift if you can tell me what this is.”
The Burmeister Group is an Atlanta advertising agency, known for its successful integrated marketing strategies and unique brand ideas.