The jury is still out in my mind as it relates to the use of QR codes. I wrote about them three or four years ago and at the time I thought they were cool but today I have a very different opinion. Back then there was no real mass use commercial or otherwise and in the same respect there was a neat kind of novelty about them. It was cool that I could make my own but really confusing in that that I had no way to read it after I made it. That was before that proliferation of smart phones and the apps that make them so powerful. For now I classify QR codes under the “just because you can, does not mean you should” category.
Waste of Time
For example, I am reading The NOW Revolution by Bear and Naslund and it is full of QR codes. I give them high points for novelty. I give them high points in quantity. And, if it mattered, I give them high points in placement as it relates to aesthetics. They really packed a ton of information into 200 pages or less. But, I would never, in a million years, take the time to pull out my phone, take a picture and wait for the page to load. It’s too much work. Don’t make me pay [in the way of my time and in my money] twice for information.
Think Twice
As a result of The Now Revolution, I will never buy another book without flipping through it more thoroughly. If I see QR codes; I see that money more well spent in my bank account.
QR codes in Apartment Magazines
QR codes are pasted all over the pages of ForRent Magazine and others like it. I wonder, outside or AEs presenting a WOW moment, if people actually use them in a meaningful way. I hear the echos of “value add” but I think “what a waste of space.” Tell me what the value is and reduce my bill accordingly and keep the crazy things off my page.
0 Responses
Completely agree with you Mike. As I’ve mentioned over at MFI I think QR Codes are first off ugly. Completely destroy how an ad looks. I thought black and white was dead? Besides that what’s the point? From a multifamily standpoint I don’t know how they can be used effectively. I thought we were moving away from print?
Bill
Thank you for taking the time to chime in good sir. I hope the world is treating you well and good.
I’m just not convinced at this point…I just can’t wrap my head around it.
Have a smashing week –
M
QR Codes,
Hey Mike, I agree with your assessment here, and the QR hype by apartment marketers is flawed. It seems rather funny that there are so many things that apartment marketers could be doing differently to enhance leasing results, than gravitate toward QR Codes.
E!!!!
How are you? It’s been a long bit – thank you for taking the time! I can’t see it! Can’t put my head around it! It really rang out to me when I sat down to read The NOW Revolution; the book is full of them. It angered me that I didn’t get the full value for my money. I bet there is some good stuff in there but I am not about to spend an additional hour [plus or minus] to find out. Not worth it to me.
Hope your week is a compelling one!
M
I agree with you as well Mike. Time is the big issue. Unfortunately we have no idea what’s at the other end of that QR code rainbow, but my guess it’s not likely a pot of gold. The standard for what does end up on the other end is subject to marketers delivering crap. Once that bar is lowered by marketers with a lack of creativity the value of the entire format is lowered as well. I have no idea what’s on the other end of a For Rent QR code, but I’m pretty confident it’s not going to blow my skirt up.
And, yes, they are pretty ugly and clutter up a page anyway. Thanks for the post!
Mark
Thank you as always!
I will be curious to see how the mechanism plays out over the coming 18 to 24 months. I think the point you make about delivering crap is a valid one!
Hope the week ahead rules!
Let’s look at the age group that’s using the QR Codes, are you not wanting to lease to them? As a nationwide Branding Agency, you are leaving a large demographic out of your potential rent group that are the on the creative side and actually have an income higher than the rest of their age group.
QR is taking some time to catch on, but if you have ever seen a QR campaign at work when the QR code is released, do you see what the smartphone owners do?
Actually, if you were to see some creative uses of the QR Codes you would probably be surprised what the code leads too. Plus it’s all not black and white, some of the designers need to see some of the colorful designs we have created.
QR Codes are another avenue for a demographic that is paperless, imagine a potential renter walking in to your location with showing you their smartphone with the QR Code branding campaign reward on it and want to lease and all you have to do is scan their phone. Or are you not prepared at your office to scan?
Not accepting what QR Codes can do for any multifamily owner or vendor as an added feature in a branding campaign is backwards thinking. If you don’t want to pull out your phone and scan the code might be showing your age!
Debra
Thank you for taking the time to stop by and add to the conversation. I do appreciate your perspective but I’m still not sold.
Forgive me but you have said a lot without saying much. Can you share some research that will back up your remarks?
With regard to your last statement; I would simply suggest that I value my time differently. Aesthetics aside, they require a somewhat clumsy step in the sales process. I still suggest – just because you can, doesn’t mean you should.
Would love to see the premise for your remarks; please feel free to share.
Thanks.
M
Showing what age? Do you have any evidence that 20-30 year olds are snapping at QR codes? How about up and coming teens? I know I haven’t come across any compelling data yet. As Mike said, would love for you to share. Thanks.
Let’s look at the age group that’s using the QR Codes, are you not wanting to lease to them? As a nationwide Branding Agency, you are leaving a large demographic out of your potential rent group that are the on the creative side and actually have an income higher than the rest of their age group.
QR is taking some time to catch on, but if you have ever seen a QR campaign at work when the QR code is released, do you see what the smartphone owners do?
Actually, if you were to see some creative uses of the QR Codes you would probably be surprised what the code leads too. Plus it’s all not black and white, some of the designers need to see some of the colorful designs we have created.
QR Codes are another avenue for a demographic that is paperless, imagine a potential renter walking in to your location with showing you their smartphone with the QR Code branding campaign reward on it and want to lease and all you have to do is scan their phone. Or are you not prepared at your office to scan?
Not accepting what QR Codes can do for any multifamily owner or vendor as an added feature in a branding campaign is backwards thinking. If you don’t want to pull out your phone and scan the code might be showing your age!
While the adaption rate in the U.S. is not high in regards to QR codes why not offer apartment shoppers another way to view apartment content? We, For Rent Media Solutions introduced QR codes in May ’10 and we are experiencing favorable results.
The landscape of our target audience is continually changing and offering multiple touch points is critical. The QR codes placed in the For Rent publications is free to our advertisers. Our advertisers have the choice to add the code to their ad and we are receiving positive feedback.
As the smartphone penetration continues to increase you will only see QR codes increase.
Dalba
Thank you for stopping by to add to the conversation.
Before I respond with my thoughts; can you share what you mean by favorable results?
M
Hey Mike –
Over the past few months we have been adding the QR codes into the For Rent publications. While it’s difficult to determine what is considered good in regards to activity since it’s still in the infancy stage I found that some markets are receiving scans. For example, our Seattle market took the QR codes and placed them on magazine racks. For some of the properties they received over twelve scans for the month. My initial thoughts are positive since the buzz is out there and the traction should continue to increase. As I see more activity I will be more than happy to share the results with you.
Thanks –
Mike
You can overdo the QR bit or realize you have an opportunity to track how well your print is doing. That may be stretching it a bit since the U.S. is still a bit behind in its overall use but if any marketer is concerned about the value their printing is bringing to their organization then QR codes can help with those stats. To do it just because its cool is flawed and I agree with Eric that there are so many other items that will support leases that are not being utilized. No need to jump on any bandwagon but if you are going to use the tool be prepared to use it in order to make assessments on your current marketing. Great topic Mike.
Thanks J
Good point on the stats piece. That being said, I think it safe to say that people vote with their time and attention in today’s world. QR codes put an extra step in the process and thus require extra time. I have no doubt people will [for a period of time] use them but the novelty will wear off. And, not to be too wishy washy, I believe that their is a use for them somewhere in our space. Just not sold that the place is in the marketing/advertising world.
Have a killer week J.
M
You too my man. You could very well be correct. There are lots of come and go marketing tools out there. Whatever seems to take its own hold I think we can all agree that we want to know if there is a way to measure if our marketing dollars are working and that we use what is available. From my research that has helped companies who are very print oriented to be able to justify their expenses. It just leads to less air statistics. Hopefully there will be more data from companies to help drive decisions in the future and provide some more reliable data to help discussions. If at the very least we can get ahead of any curve that comes we can be better prepared and have a bit of an edge.
Hi Mike – I have a little pest control company here in St Louis. We put QR codes on our vehicle. I have been so surprised at the various people pointing their phones at my truck at stoplights. However, I have yet to catch anyone in a parking lot. Our real thrust for using them was just to create a mental differentiator. If we ultimately put a video of a roller skating gorilla on the landing page, or whatever we do, we will have made an impression (our goal). However, if every pest control company starts using them ( as you indicate is happening in your space ), We will peel them off and do something else to try to make an impression. I think overuse of these codes will make people tire of them. They certainly are ugly.
Great topic! I appreciate your blog when I have a chance to check it out.
Tom
Thank you for taking the time to add your thoughts. I am beginning to think that ugly is the new black. That is as it relates to catching people’s eye. It seems like the key, as you see it, is to stay one step ahead of the market place in terms of adopting media that differentiates you.
Do you have stats you can share in terms of how many times the code is accessed?
In the mean time have a compelling day!
I think most of us are in agreement on the uncertainty of what QR codes will mean to us as an industry in the future. But why not try them and take advantage of them if you are trying to attract a young, tech savvy apartment shopper? QR codes are less about LEADS and more about engagement and branding. Most current advertisements that use QR codes still have to explain how they work, and the steps the person has to take to access this additional information. Because of this, you need to determine if QR codes are a good fit for your business and your target audience. QR codes for For Rent Magazine customers are free and our advertisers have the choice to include them on their ad or not. Mobile marketing isn’t for everyone, but if you feel there’s a place for QR codes in your marketing toolbox, here are some creative suggestions on how you can take advantage of QR codes.
Promotions, discounts and giveaways. If you have a move-in special, promotion or giveaway, QR codes are a unique way to share them. You can actually use a QR code to take your prospects to a coupon, directions, reviews, and Community video, the listing on the ForRent.com mobile Website or your community Website. You can run these codes in your print ad with For Rent, on direct mail pieces and/or post them throughout your leasing office. You can even turn them into a “retweet” so that your shoppers can share the discount with their followers.
Increase Attendance at Events. Property management companies can use QR codes to send their residents and prospects on a fun scavenger hunt. This is a really interesting feature to tie into resident events. Use can also use QR codes to create pre-event buzz, interactivity during the event or reward attendees. These are fun, engaging and super simple techniques to administer.
Labeling. If your community hosts happy hour events or wine tastings, a unique and creative way to display a QR code is on a custom created wine bottle label. The QR code then takes them to fun video on YouTube welcoming them to the event.
T-shirts. Put your QR code on your leasing staff t-shirts. Or, make a bigger impression by a larger quantity and giving them to your residents to wear at large public event like a ballgame or a concert.
Increase ‘Likes and Follows’. You can use QR codes to lead your residents and prospects to your Facebook Business Page or Twitter profile. This creates engagement and increases your fan acquisition.
Increase Email Subscriber List. Use a QR code to send people to your email signup page to increase your list growth. Once they have subscribed make sure you are providing them with compelling information.
Window Decals. QR codes can even SMS your customers a discount code, or a very time limited offer to get them off the street and into your leasing office.
QR Codes should be action oriented and should add to the information already present in print. For example, I created a qr code to accept payments. Now, that’s cool. Check out http://www.bwscan.com.