Thursday, October 27, 2011

Should QR codes really be labeled PLWE Codes?

Should QR (Quick Response) codes really be labeled PLWE Codes (Painfully Longwinded Experience) Codes?

Every local marketing meeting or conference that I've attended during the last 6 months has resulted in some discussion or debate about the QR code and why it's not been adopted by the NZ consumer.

I decided to ask my work colleagues what they thought of the technology and why NZers aren't using it. Prior to, I'd of course formulated my own opinion around a "lack of consumer education" and kinda believed that the only way forward was some sort of large scale PR campaign via an offline ubiquitous media.

After chatting with my peers about it, I received responses similar to the following;

"if you have to explain how to download the technology or carry out an educational….it's just too hard". Response – If it makes life easier, they'll learn and do it… case in point - the remote control.

"Why would I download the software…what does it actually offer me by way of convenience" Response – You will no longer have to type in a web URL to your phone or mobile device.
Response – When was the last time you typed in a web URL to your phone?
Response – Valid point!

"The reader technology is pants, you have to hover over the code and it often doesn't read it. Response – Rubbish…in fact utter rubbish, the I-nigma download is awesome and if anything a little too sensitive. Phooey I say to that!!

"I don't really see the point in them". Response – You need to get online and do some research and come back to this argument a little later.

"I think that this is really just ramping technology to NFC and will be adopted when it truly offers some benefits". Response – You raise an interesting point but already we are seeing that the UEM 2007 may be prohibitive to completely successful NFC technology…and that is a whole heap more consumer education that QR codes!

So in essence, I see that QR codes could work brilliantly where there are crowds, much like the RWC, which I believe was a huge missed opportunity for NZ marketers (but that's another rant!) They'll be fantastic for microsite promos, the property market – capturing codes on the fly that direct you to property online (instant grat), basically at any instance where you need to take an offline campaign online.

My personal challenge to all marketers, is to ensure you sell them at the right opportunity, add an educational to the campaign in the short term for the consumer and sell the benefits, set the expectation in the short term as emerging technology…even if they were created in 1994. One last thing, use the reporting technology online to gauge and measure response, it's cheap and useful.

My opinion…QR Code is the appropriate title.

Thursday, October 6, 2011

Seriously Weird ole World!

Andrew and I had the pleasure and privilege to go to a Chris Cornell Acoustic Concert in Auckland City.

Whilst I was sitting in the theater really appreciating the seriously good looks and beautiful sounds of CC, I had an epiphany, one of little or no value but one that I'll share…we live in a seriously weird world! And From this realization, I find I have some questions of the Universe…

Question 1
Why is Life so Insanely Busy – I mean stupid busy? This is the first CC concert I have been to in my life, have loved the man for years in every iteration and legendary frontman and yet I walked into the theatre, sat down and started a count-down to his final song. I'd read somewhere that he was to perform 24 songs…so in my head I commenced the countdown when he uttered his first lyric. Before the end of the second song, I realized what I was doing and made a mental pact to watch and listen like it really mattered and would never be possible again.

Maybe others in the theatre had the same realization but my observation saw some in surrounding seats getting up and down and leaving the theatre up to four times in 2 horus, some even left halfway through the performance and then there was Mr Numb-nuts that commented on departure at how boring it was. The concert was amazing, CC on a stage, playing acoustically, just him and his 8 guitars, a turntable, vinyl and a mic…kind of the essence of an ACOUSTIC performance.

Question 2
Are our busy lives making us all A.D.D?

Question 3
Why is everything moving so fast? - One man stands on a stage with 8 guitars, a turntable, vinyl and a mic. His guitars probably have names and at least 4 of them will have been with him for 20 years or more but the outcome is still the same…sound, lyrics and movement that engages all of the senses and just gets better with time.

iPhone 4S was revealed yesterday, not even 18 months after the last iPhone launch….so my next question (Q4) is why does an acoustic guitar look the same now as it did 20 years ago and doesn't require an annual upgrade?

Question 5
Why do aging rockers all dance like they're on smack? This one was more of an observation really.

Told you it was little or no value…mull it over in your spare time, hah!