Not long ago I did a mobile marketing workshop for the local chapter of the American Marketing Association. It was well attended and they didn’t hiss at me or continually clear their throats so I think it we well. Fast forward to July and I figured I’d actually join the AMA and look for more ways to participate with the membership. So I signed up online at http://www.marketingpower.com and created my member profile.
About two weeks later I get a small package in the mail from the AMA. I figured it was just a Welcome packet – and it was – but I wasn’t expecting a membership card (Seems kind of old-school; am I supposed to flash this at the Maitre De for special restaurant seating privileges? Probably not.).
I also wasn’t expecting to see a QR code on the back of the card. And wisely, they put some instructions next to the QR for those members of the marketing world who don’t know what to do with a QR code.
But wait. Reading the instructions, I see it says to get a QR reader. Ok, fine. I already have one. Then it says, “Then take a picture of this code to go directly to your personalized web page.” What? Take a picture? I’ve seen, “scan this code” and even “snap this code” but never “take a picture”. That doesn’t even make sense. You take a picture with a camera app and you scan with a scanner app. Fail.
With a sigh and a sense of rising disappointment with my fellow marketers I pull out my phone and scan the code, almost afraid of what will happen. And, I got what I expected…and then some.
This is, of course, a non-mobile web site. Fail.
After my eyes roll back down into position I look closer at the page by zooming in.
That’s right. It’s a page that uses Flash and apparently is also needs the latest Flash player because I need to download a new version to see the content. This is painful from a user’s perspective and embarrassing from a marketer’s perspective. Fail. I have to stop now.
What could have saved this campaign?
I’m really struggling to figure out what happened here. The issues with the whole execution are pretty obvious – I’ll go over those in a sec – but what I can’t figure out is how this could happen at an association of marketers? Of all business professionals I’d expect marketers to ‘get’ mobile.
- Call-To-Action – It was great that they tell you to get a scanner app. Not everyone has one. But to say, “..take a picture..” implies that they don’t actually know how smartphones, applications and QR codes work. It is pretty standard to say ‘scan’ though there is some debate about ‘snap’
- QR Formation – This QR code was created by directly encoding the url rather than creating a short url using bit.ly or some other service and encoding the short url. By encoding the main url into the QR you lose the ability to track how many people scan the code and you can never change the destination url without having to create a new QR code. You’re locked in with no visibility.
- Destination Website – I won’t belabor this point. This site needs to be designed for mobile. Period.
- Non-supported content – Even if a site isn’t designed for mobile specifically it may still be useful to the most dedicated smartphone user. However, this site has flash components that are dicey on Android devices and not supported at all on iPhones. Do NOT use Flash on mobile sites!
This was/is a fail straight out of 2009 and I’m amazed.
I’d love to hear your thoughts on the AMA and how this profound a fail can still be happening.