Square Way Forward
By Helen Curtin, Director of Communications for Clip Gurus
Google sources state that for one day in March 2012 the number of searches on mobile devices exceeded those of any other digital platform. A startling statistic that confirms a dramatic alteration and unstoppable alteration in the way we shop. We want convenience, information and inspiration at our fingertips at all times.
An odd looking digital square called a QR code promises to play a significant role in the shopping revolution. They can be found on posters, packaging, print ads and flyers. Shoppers can get instant access to more product information by scanning one of these.
See-Hear-Buy
Until recently most QR codes led us to a web page or a Facebook account. Now clever marketers are using QR codes on their packaging and printed adverts to bring the consumer to video. This could be a video introducing the product maker, a recipe or advice on items that work well with the product in question. It’s the See-Hear-Buy mentality in action.
A survey from Chadwick Martin Bailey and iModerate Research Technologies found that half of smartphone owners have scanned QR codes and 18 percent of them made a purchase after scanning According to research from comScore, 20.1 million mobile phone owners in the US used their device to scan a QR code in the three-month average period ending October 2011. Among this group, 59.4% scanned from home, 44% from a retail store and 26.6% from a grocery store.
Companies such as Starbucks, M&S, Chili’s, Taco Bell and Red Bull are among the many that have incorporated QR codes into their marketing efforts over the past year.
In Germany, grocery chain REWE first introduced QR codes into its products in early 2011, allowing customers to access product origins and examine nutritional information.
“By using QR codes you can enhance peoples experience and understanding of your products. A quick snap and they can get a video showing how something was made, what makes it unique or how best to use the product,” comments Des Martin, CEO of The Searchmill. “When you have people’s attention, it is much easier to make a sale.
What’s more you are reaching people at the exact moment they are considering making a purchase. A unique opportunity for producers.”
Platform For Promotional Video
It should be remembered that the QR code is just one of many platforms open for the promotional video.
Scan here with your QR code app to view the sample featuring food critic Paolo Tullio, co-produced by Clip Gurus and Wavebreak Media.
“With such a high demand for online video content, we’re finding that QR codes provide the ultimate cross over between traditional print advertising and online marketing. It means that the same video can reach the consumer via the packaging and at point of sale if they are shopping online,” comments James Vizor, CEO, Hailstorm Commerce.
Quality content and production values will play a significant role in the success of QR coded video campaigns. Again, technology is bringing costs down and making even the highest quality productions affordable.
The sample included here is a prime example of how to achieve high-grade results without prohibitive costs. The piece is a collaboration between video marketing specialists, Clip Gurus and Cork-based stock media producers, Wavebreak Media.
“There is a big demand for beautifully created stock for the food industry. It means creating productions that look fantastic at a fraction of the cost,” says John Burke of Wavebreak Media.
The rise of the Smartphone, the demand for content and information, the affordability of creating quality productions all point to a new and lasting opportunity to connect with the consumer. The QR Coded video is here to stay.
Helen Curtin is director of communications for Clip Gurus, specialists in video campaigns for all digital platforms. You can contact Helen on 00 353 87 9691698 or email Helen@clipgurus.ie.
