I got into advertising because the talent God chose to bless me with is to get people to think about things differently. I was never one of those copywriters who wanted to shock people into submission. Rather, I try to respect the audience, whoever they are, so that the concepts I write speak specifically to them in subtly meaningful ways. Sure, many (many) clients don’t see the need for this level of empathy and prefer to sell things by jamming them down their audience’s throats. After all, who’s got time for respect? SELL SELL SELL. The people who subscribe to this communications style are likely the same people who invented QR codes.
In house marketing guy: “I have an idea – let’s create these obscure pixelated stickers that contain embedded information and stick them onto things that people we’re selling to will scan and see our ads or anything else we want to say to them. We can do anything with them. We can even make them subliminal. How cool is that?”
Marketing manager: “It’s VERY cool. Let’s do it. Get the computer nerds in here and let’s launch this puppy.” [Pushing the button on his speakerphone] “Deloris, get the sticker company on the phone. We’re about to change everything!”
This, of course, assumes two things: 1) People have devices that can scan stuff, and 2) People want to engage with your marketing.
I don’t. I don’t care if you make a QR code that looks like Halle Berry, I’m not scanning it. As a modern consumer, I’m inundated with more messaging than at any point in history. I’ve learned how to deflect it. When I’m watching Modern Family, I get up and do something during commercials. When I’m listening to the radio and the actual songs end for a commercial break, I turn the volume down. When I visit a website that has those obnoxious pop up surveys or ads, my cursor goes right to the X. I’m desensitized to advertising. I think most of us are. So why the hell would I take the time to scan a QR code that’s generated by marketers? For a coupon? So I can sign up for a newsletter? Are you fucking nuts? The QR code craze is the brainchild of someone who figured that people love being marketed to. I predict that QR codes for marketing will die when the novelty of being able to scan something with your phone dies. People don’t want to be marketed to, they want to interact.
Enter Stickybits. Same scanning concept as QR codes, except Stickybits uses existing barcodes. Here’s how it works – you’re in a store and you see something you’re on the fence about purchasing. You scan the barcode in Stickybits. Suddenly, you see consumer reviews, pictures, videos, recommendations to other things you might like instead, etc. And it’s all user generated info. Not marketing department generated. It’s a brilliant alternative to QR codes. No, Stickybits hasn’t taken off yet, but when more people learn about it, I can’t imagine that people will actually look to scan a QR code for a marketing message from the advertiser when they can scan a barcode and see reviews from real consumers. I started using Stickybits for Boxman Studios this year so that when the venues are out in the field, people can scan the barcode on the box and share experiences with others who will use the venue one day. I may still generate QR codes for the Boxman venues as a way for people to get more info about them, but given the option between scanning a QR code and a Stickybits barcode – I’m guessing most people are going to go with Stickybits.
As always, thanks for reading my words.
***
Nick Cicero
Mar 8, 2011
I love the concept of Stickybits, but then again, the tech factor of QR codes are cool too. Really, I think it’s just a good lesson that we’re trying to think outside the box to get our messages to people. Some work better than others. Awesome post.
Nick Cicero
Mar 8, 2011
Andy Ciordia
Mar 8, 2011
It’s generational as well. Walking through a store the other day I saw some of our youth–probably mid-teens–taking pictures of everything. I wasn’t sure if they were documenting, wishlisting or what but phone-camera-capture seems to be something of a ubiquity to them. QRcodes and scanning to me seems like a fit for that group all the way up to some age bracket. As you get older, and especially if you are in marketing I think we’re jaded by looking at anything. We know it’s rigged and we know someone is looking to exploit us. In the end it’s all about the audience. I doubt I’ll ever see my parents scan anything with any device no matter what. I’ll do so for curiosity like peeking my head in a cave and wondering if a bear is in there, and those younger will wander in like Goldlocks and eat everything in sight.What will really find traction? That’s going to be interesting to watch. I’m thinking none of this will really be the end of it all. Maybe it’ll be RFID that ‘helps’ you. hehe.
JamesWillamor
Mar 8, 2011
I understand how, from a marketing perspective, all you see QR codes for is a way to advertise to people.Not having a marketing background, I see many uses for QR codes. I see it as a way to connect the real world with the information world. I see it as a way to augment reality. I’ve been hatching this idea of creating QR codes and flyposting/wheatpasting them around the city. You could put a QR code on an abandoned building linking to a Wikipedia page on its history.Post a sign in the ground with a QR code that links to info online about a historic structure that was torn down there. Stick a QC code on a wall that links to a photo of street art/mural that used to be painted there.I’ll all in favor of taking new technology and either hacking it or converting it into a way to connect reality with cyberspace.
kellimarks
Mar 8, 2011
When our agency first jumped on the QR code bandwagon I was excited. I thought it was really, really cool. But as you said, the novelty wore off quickly. And then suddenly they became these ugly boxes taking up important messaging real estate. In ads? I really don’t care for them. But there are other, really cool applications that I’m enjoying. Last weekend we were shopping for plants, some of the tags had QR codes on them. If I had been interested in that plant, I would have scanned it. I was already unsure about perennials and annuals. Hopefully the QR code would have answered some of those questions. I’ve also seen them used on business cards to automatically upload the contact info to your phone. I don’t know where that business card went to, but it doesn’t matter, I already have the guys info on my phone. It took two seconds. On stickybits, I’m there. I dig it. I think you introduced me to it a while back. It’s got great potential and I love the user-generated aspect of it. So while I somewhat agree with you, I think it’s too early to completely count out QR codes. I think we’ve yet to properly place this technology.
Jayson Ursulak
Mar 8, 2011
Hey Jim,I’m with you on QR codes. I much prefer Sticky Bits and user generated content/reviews/etc on existing bar codes.We use a bar code on the back of our business cards at the org I work for to share our promo films, latest stories from Rwanda and get feedback or recommendations from supporters.Here’s a post I did last June on the potential of Sticky Bits: http://jayson.ursulak.com/2010/06/13/stickybits-endless-opportunities/Thanks,Jayson
Scott Hepburn
Mar 8, 2011
Oooh, look! I agree with Jim Mitchem on something!I think applications like StickyBits are a far more creative and relevant use of the technology. It lets consumers help consumers, which I dig. And I think that’s what scares marketers: It’s a “they control the message” vs. a “we control the message” use, and old marketing-think says the best marketing message is the one you control.It’s ironic, really: If brands could learn to harness the desire of consumers to help each other they’d discover a new, more consumer-palatable, more effective style of marketing. Smart, progressive brands are already seeing it.
Tony Santos
Mar 8, 2011
Finally someone explained Stickybits in a way that didn’t make it sound like a complete waste of my time! 15 other people could not accomplish in 20+ minutes of conversation what you did in 3-4 sentences. :DAs for QR codes, I share your skepticism, and I’m actually working on a study to see if they’re really even paid attention to by normal people (read people outside of advertising and marketing) in this country. They’re apparently huge is Asia and parts of Europe, but I have a feeling they use the a little differently there.
Jim Mitchem
Mar 8, 2011
Wait, is it snowing today in Charlotte? Because it feels like the mid-60s. I agree Scott, brands don’t get the community thing yet. Sure, they might have a facebook page, but that’s not where community ends. Want something to go viral? You have to have a community first. Want people to advertise FOR you (via WOM)? Community. Use this technology to let people interact and share together AROUND a brand. And yes, James, I totally did write this post from a marketing perspective. And yes, I agree that the use of scannable codes (in any capacity) have a far greater range than just marketing. Everyone else, thanks for sharing, commenting and contributing to this idea. Really. Thank you.
DowntownRob
Mar 9, 2011
Techies and mobile users love QR codes, and can be used exactly like Sticky Bits (open a URL to a community site, FB fan page, blog, photo gallery, etc.) without the proprietary format/stickers.Anyone use Microsoft Tags yet? Anyone?
James Wedmore
Mar 9, 2011
Ya…gotta be honest, dont see what all the hooplah is about QR codes…maybe the first time you scan one it’s kinda cool…Great post Rob!-James Wedmore
Barrett Joseph Rossie
Mar 19, 2011
Jim, thanks for introducing me to SB. If it works the way you say, I’ll be using it for sure. Such a simple, elegant idea — I hope they don’t mess it up in the execution. At the same time, I’m not writing off QR codes. So many great applications for it, as Kelli and James wrote. And what a great device for linking to technical information for industrial/commercial uses.
Peter Drinnan
Mar 19, 2011
Stickybits is a tiny seed right now but as more and more mobile users get used to using (err. paying for) data plans, this will become the type of disruptive technology that will send product marketers scrambling. I am guessing within couple of years Stickybits will end up on the corporate radar and get bought up by Google, Ebay or some such megacorp. That’s the way of the wild web but still gotta love it!
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