I don’t think Oprah would be happy that you put a QR code on a billboard.
But put aside the whole distracting driving and near certain chance of death thing and just use some common sense.
In this great article about the shortcomings of QR codes, the author found that:
it took an average of 47 seconds for them to take out their phone and find the application to read the QR code — not exactly a “quick response.”
My rule for highway billboards has always been “one idea, you’ve only got three seconds” as the audience zips past. QR codes just don’t fit that. That’s not to ban them from all outdoor or transit placements. In a place where people are bored and waiting (bus stops, subway platforms/cars, etc), I think they work great.
The bigger problem here lies in that what SHOULD be an excellent tool to sync your mobile marketing strategy is rapidly jumping the shark because marketers are misusing it. The idea of QR codes has also trickled down to the dead-wood-from-the-neck-up managerial level who have no idea what they’re doing. Use a QR code where it makes sense, not just because you can use it.
My list of bad placements for QR codes continues to grow:
- Highway Billboard
- Tombstone (not the pizza)
- TV commercial
- Tattoo (not the Fantasy Island one)
- Web site (use a link, not a 47 second detour!)
- What’s the worst placement of a QR code that you’ve seen?
What’s wrong with this billboard?
(Other than the fact that they make a weird couple.)
You’d think a TV station would know something about advertising. But, you’d be wrong.
Forgetting one detail makes the entire thing useless.
Maybe the dog knows what channel it’s on.
tags:: billboards – advertising – marketing – wegotweather! – TV – bowling green
I thought there might not be any teachable moments in marketing with this season of The Apprentice. But then last night, the tide changed with 3 good marketing points.
1) I preach to clients and speaking audiences all the time about one of the most recurrent marketing sins that I see…the novel on a billboard. With a billboard, you get one thought and one thought only. It has to be straightforward and so simple that a child could comprehend it without thinking. What you see so many times are billboards and other outdoor media that have the old mentality of “we paid for this space so we need to use all of it“.
2) While designing their losing billboard, Andrea said…”Well, I do most of the graphic design for my company.” At that point, I thought she’d grab Quark and get busy. But instead, she sat behind the graphic artist, pointed at the screen, and said things like “more colors” and “more fonts”. That’s not graphic layout. That’s micro-managing someone who knows more than you do.
3) Anytime you get 3 or more people get together to design an ad, it’s a disaster. Marketing by committee is always a losing proposition.
Bonus Point 4) People from KY are both empathic and strong leaders. Way to go, Charmaine.
tags:: apprentice – wku – billboards – graphic design
It’s all over the blogosphere [Scoble] [Rogue] [AdRants] [etc]..but I thought I needed to add my 2 cents as well.
You may have the biggest-most-hugest-earth-shattering ad budget the world has ever seen…but you have to exercise just a little common sense.
Companies can’t just tell people what to think when they “rebrand”. Consumers already know what a company represents. Now, in the new world, it’s just more obvious that a company is making a fool of itself becasue they can be belittled publicly for it.
BTW here’s another little stupid glitch…look what Blogger’s spell check doesn’t understand… tags:: marketing advertising at&t billboard
I pass this billboard everyday…and it irritates me a little more each day.
Since it’s not a great photo (taking pics in moving traffic is always a challenge), the billboard consists of a stock photo of a generic white bread family next to the words :: “Real People…Real Purpose…Real Passion”
Perhaps it should read::
Fake Stock Photos
Did no one involved in this project ever think it was a bad idea to use a fake photo of people next to the words “real people”?
tags :: marketing advertising billboard
Here’s an image via Adrants. If you’re not going to be actively involved in placing your advertising, the billboard company will.
Childhood Obesity that the media has accused us of creating? Bada ba da da…..I’m lovin’ it.
tags:: marketing advertising adrants, billboard