Want To Grow Your Business? Try Smartphones
PM: Could you share an anecdote or a few short examples about successful QR code marketing? What do you think made it go so well?
CK: I'll give you both a B2B and a B2C example. An article on mobile marketing that I wrote last year that ran in a popular B2B Marketing publication featured a QR code at the end of the article which linked to my archive of mobile-marketing videos (http://www.ckb2b.com/ck-video-clips.html). The feedback was very favorable because the QR code offered the target audience-which was seeking advice and best practices on mobile marketing-a way to learn more on the subject through video clips in addition to the longer text article. Thus readers were able to have a dual experience of text and video learning. (See that article here and go to the end and see the QR code.)
Now to give a B2C example, the popular racecar driver Danica Patrick features a QR code on her racecar and her racing apparel. It links her fans to her schedule and her social network presence. This again is a terrific strategy as it links her fans to information they seek. In fact, in this manner I see her QR code as her new logo that, instead of a flat text treatment, actually transports users to deeper information and increases the bond between brand and user. (See here http://2d-code.co.uk/nascar-with-qr-code)
Also see this AMAZING example of QR code as business strategy: http://www.youtube.com/watch?v=h7HnR02kJxY
PM: If someone is planning to use SMS marketing to promote a business, what's the #1 thing you recommend they do?
CK: SMS is a very personal channel-a business is literally asking permission to send text alerts to a user's mobile device. There are really two critical pieces here: first, whatever communications a business is promoting via SMS must be of high-value, be that value an incentive or a new product, and the business must not overload the SMS channel. Otherwise users will quickly opt-out of all SMS alerts, and they'll never subscribe again. In essence, it's all about quality, not quantity.