Ripon Printers Uses A QR Code In A B2B Fail

Businesses who offer products and services to other businesses often lag behind in the use of new techniques to reach their customers. So I was intrigued when I saw a QR code on the back cover of the recent Chief Marketer magazine. Like the mobile nerd that I am I read only the headline, “Print and Digital Go Together Like Sugar and Spice, ” and then skipped right to the QR code (the ad was for a company called Ripon Printers). The code itself was unremarkable but there was some copy next to it that I found somewhat helpful, “Scan the mobile barcode with your Smartphone camera to download our white paper.” It was clear to me what would happen as a result of scanning the code. But what, exactly, would be downloaded? Based on previous attempts to download a document of some sort I figured it would be a .pdf, which was the first sign of potential trouble.

image: Ripon-magazine-ad-barcode

I happened to be sitting in a coffee shop so I popped out my phone and used the iNigma app to scan the code. I was taken to a web page that loaded very quickly (kudos to Ripon for that!). This being a B2B scenario the white paper was a lead generation tactic and on the web page was a form to complete in order to receive the download. Here’s the whole page:

image: Ripon-mobile-web-form

At this point I didn’t even know what the paper was about but to a degree that was my fault – I hadn’t read the whole ad, just the headline. On my phone this site was three screens long and there was no way I was going to tap out all that info using my phone’s tiny keypad just to receive a white paper.

At this point I declared this effort a modest FAIL — hardly a heinous one.

But I pressed on to see what would happen. I took the time to enter all of the required information — not a fun task with my big thumbs and the little keypad. The result was a bit confusing. The screen flashed momentarily after I tapped the Submit button but I was left on the page looking at my completed form. Did it work? It took me a while to notice the little icon in the phone’s status bar that indicated a download of some sort. I dragged the notification bar down to find that the white paper had arrived. Here we go, I thought. And this is the unfortunate result:

image: Ripon-whitepaper-on-mobile-phone

This is page 2 of the .pdf and there was no way I was going to pinch-zoom and side-scroll in order to read this thing. It was a nicely designed document but completely unreadable using a mobile phone.

FAIL.

************************

What could have saved this campaign?

There are two approaches to saving this lead-gen campaign when it comes to engaging people on their mobile phones (tablets, too, I suppose but does anyone scan 2D codes using their iPad??):

1) Shorten the form, reformat the .pdf   I understand that the sales team wants as much data on a prospect as possible but re-purposing your regular web form is the kiss of death for mobile. The form should simply ask for an email address and perhaps a name. Then, the downloaded .pdf should be one that was designed for reading on a mobile device with a single column, minimal graphics and large fonts. Lastly, make the web form give an indication that the download had started.

2) Change the channel to email   Mobile is a great way to capture impulse. In this case the web form could say something like, “Thanks for your interest in Ripon’s mobile expertise. We know you’re busy so just enter your email address and our white paper will be waiting for you in your email inbox.” There’s nothing urgent about reading the white paper. The key is to make it really easy to express that initial interest.

In either approach Ripon would at least have an email address they can use to follow-up and they would distribute many more copies of their white paper.

2 thoughts on “Ripon Printers Uses A QR Code In A B2B Fail

  1. Ellie K

    This is a mobile marketing and content, problem, not due to QR codes. I visually enjoy QR codes, as pleasantly abstract geometric art, especially the multi-colored variety. I don’t use a smartphone, so I cannot justify having any opinion beyond, “they look nice”! More relevant concerns were your focus for the greater part of the post. Expecting anyone to read a PDF on a small hand-held device is extremely unrealistic. Yet claims that “the PC, and laptop, are dead” are all the rage. Similarly, company IT depts are told they must support new “mobile elite” and BYOD :o

    Do you happen to know why there this push by huge business and government for the public to use mobile devices? I don’t! It is weird, given usage surveys that indicate an increasing number of high school students, and 18 – 25 age group overall, are using mobile phones, devices and iThings, exclusively.This seems at cross-purposes with our national campaign to encourage more STEM education! No one talks about the contradiction, anywhere.

    Reply
    1. Kelly McIvor

      I think that the reality is that people are using their phone for more and more things such as email,social media, shopping and on-the-go product research. The phone and increasingly the tablet allow people to do things in places that they never could before. But businesses and marketers don’t yet understand that the old desktop experience can’t simply be replicated on a phone.

      Reply

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>