How do you know people will scan the QR codes?
While there is no absolute guarantee that people will scan the QR codes, our research on whether they would be an interesting marketing tool look pretty promising.
For example, US based Marketing Agency MGH has published a research called “QR code usage and interest survey”. The survey was conducted among 415 smartphone users and shows that:
- 65% of respondents answered “yes” to the question: “Have you ever seen a QR code before?”
- 56% of respondents who had seen a QR code before have seen it on a product
- 49% of respondents who had seen a QR code before have used one
- To the question “Would you be interested in using a QR code, either for the first time or again?”, 70% of respondents answered “yes”, only 9% answered “No” and 23% answered “I don’t know”
- To the question “What have you used a QR code for?”, respondents answered:
- To get a discount, a coupon or a deal (53%)
- To access additional information (52%)
- To access a video (24%)
Access the whole survey here
We also have conducted our own survey (with our limited means), we asked :
“If your favorite fair trade product had a QR Code on its packaging that could connect you to a short video telling the producer’s story, would you take 2 minutes to scan it and watch the video?”
We received 60 answers:
- 50 said: Yes this sounds like a great idea
- 7 said: No, I’m not interested
- 3 said: I don’t know what a QR code is
Source: Fair Trade Connection Survey on Facebook
How will you cover all the fair trade products, there are too many?
Our idea is not to cover each and every product sold by WFTO members – that would be an impossible task – but rather to create at least 1 video per producer member and ideally 1 video per product line sold by a producer member (ex. Leather, wood, jewelry, textile, … for Bombolulu Workshops).
We’ve tried QR codes with the Geo Fair Trade Project and consumers did not use them
As Inboud marketing specialist Hubspot explains: “there are a number of reasons why QR codes might be going “out of style,” but the most important is probably that they’re often misused. They’re in subway stations where there’s no WiFi, on TV commercials that have an air time of a second or two, and some of them lead to broken links or landing pages that aren’t optimized for mobile. Once a consumer is disappointed by the mobile experience behind a QR code, she may never scan one again.”
Source: “Are QR codes dead?”, Lindsay Kolowich, Hubspot
Unlike the Geo Fair Trade concept that led the QR code user to a mini website containing lots of written information, our concept leads the user to a video in only 1 click/tap. The video format allows us to present the information in a dynamic and entertaining way. But most importantly, the user can relax and enjoy the experience instead of going through the effort of reading a lot of complex information.
How will you measure the effectiveness of the QR codes?
One metric that we’ll have at hand to measure the success of the QR codes is the number of views for each videos. We should set some goals in terms of reach before launching the campaign and monitor them throughout time.
Also, in her article “QR Codes: When Do They Work?“, marketing expert Asia Matos explains that:
QR codes really, truly work when these things are present:
1/ There must be added value so great, that the user actually thinks about the opportunity cost of not scanning the code.
2/ The placement of the QR code must be perfect. There has to be enough foot traffic, but can’t be in an annoying place where people won’t want to stop.
3/ If placement is an issue, the QR code must be transportable, i.e. placing the QR code on a Taco Bell cup that the user can take with them.
Source: ”QR Codes: When Do They Work?”, Asia Matos, http://education.arke.com
We believe the videos will deliver that great value to the fair trade consumers who often are wondering “If Fair Trade is really helping the producers and how”. We also believe in the series effect and trust once a consumer will have enjoyed the experience of learning more about the producer of 1 specific product he will be tempted to scan other products to hear more stories about how fair trade is improving the producers’ livelihoods.
Because the QR code will be placed on the product directly, consumers can scan them in the shop (less likely but possible) but also in the comfort of their homes with their good WIFI connection.
Printing the QR codes on the product labels requires a big investment
Yes printing the QR codes on the product labels/packaging will have a cost. In the early stages of the campaign, this cost could be reduced by adding a simple label to the products with the QR code on it and a call to action. But we believe the campaign will be truly effective if the QR codes were fully integrated in the design of the packaging. Placing the QR code right next to the new “WFTO guaranteed member” label will improve WFTO’s credibility as a agent for change and strengthen its brand image.
You have more questions/concerns about the use of QR codes on the fair trade products?
Send us an email, we will do our best to bring you answers.
