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Monsieur Gildas Le Bohoc’s use of QR codes to advertise the produce of his dairy farm in Morbihan, France created a stir in the local market and in online 2D marketing campaigns worldwide, making it to the list of Scanlife’s Top Mobile Barcode Campaigns of 2011. Despite the disturbance of overly enthusiastic humanoids invading their domain, the cows did not “moo�? their complaint because the painted designs on their bovine bodies certainly brought on the moola.

Why QR Code Advertising?

Monsieur Le Bohoc’s dairy farm is situated in an area northwest of France which prohibits the use of billboards and other advertising signs to mar its spectacular natural beauty. To circumvent the obstacle that prevented him to advertise and sell his products directly to the public, a friend knowledgeable about QR codes suggested painting 2D bar codes on the bodies of some of his 70 cows.

Aside from the unconventionality of painting QR codes on cows, it is not advisable if you are to follow the rules of how to properly post these codes so that your target scanners can scan them comfortably, because cows are mobile and they might object to the hassle of people coming up close to be able to scan the codes painted on their sides. Despite these deterrents, the two friends proceeded with their project and the phenomenal success of it, came as a most unexpected pleasant surprise!

The Scratch Game

Farm visitors who scanned the codes were directed to play a Scratch Game which entitled winners to get free dairy products from the farm or QR code T-shirts if they scratch three boxes with cows in it out of the nine boxes.

For some, the prizes mentioned above may not be worth the effort of scanning some cow’s sides, but the game, nevertheless drew enthusiastic response from some visitors and they even risked being trampled or evicted off the cows’ domain by climbing over the fence so they can whip up their pricey smartphones and scan the 2D bar codes. Different strokes for different folks, huh?

Unconventional? Unusual? The mobile marketing campaign certainly was, but it surely delivered its intended message on a minimal budget to boot without violating local ordinance on advertising.

Monsieur Le Bohoc and his tech savvy friend’s successful use of QR codes in the scenic agricultural town of Morbihan, France shows that ingenuity in the current online marketing trend is not only for industrial, multi-national companies. If large, multi-budgeted online marketing advertisements can be printed in expensive glossy magazines or be posted on subways and other conspicuous places, why not on cows for a small time dairy farm in a rural area too?

With the advancements in the technologies and marketing procedures most of the marketers have switched from traditional ways of promoting their products through direct mails to new but linked methods to make them more interactive and quick responsive. The introduction of QR codes as a measure to increase the response rate of the customers had opened new ways of marketing their businesses by using these codes as promotional products. The tips provided hereunder will help you in understanding the performance of QR codes by integrating them in your promotional campaign.

Strategic placement of QR codes: These codes can be used as unique promotional products for the prospective target audience for your product by educating them about their benefits before compelling them to take action. This is also done in traditional method of direct mail marketing but in the new method the QR codes are placed on the key locations to promote the users through a compelling reason to respond for it. Whether you place them on the outer surface of an envelop or an open piece of direct mail, it should affect the users deeply so that they may be compelled to know about the product on the basis of the strong reasons provided to them. It must compel them to take further action to purchase your products. But you should be cautious while using QR codes as promotional products that they should not detract the users from the main message.

Convincing background of the QR codes: These codes are not scanned by the users or business associates only for their presence on any product but for the value of the information provided by them, which should be compelling them to take action. QR codes which have valuable information for their targeted audiences can only be integrated as promotional products for them so that they can immediately add these products into their list of preferred products.

Persuasive expectations from QR codes: QR codes can be integrated as promotional swag only if they provide information up to the expectations of their audiences. It should provide the information as expected by the users of the products either through adding more convenience or by providing more interactive content. Earlier people used to get contented with usual information about the company or product by reading the front page of the direct mail but now people are more particular about getting more information about the product and company before responding to take any action. It can cost the company really heavily if it does not care for the expectations of the users in a proper manner.

QR codes for the steady flow of the business: QR codes can be integrated as promotional products for a business if they are able to continue the flow of the prospective and existing customers for buying its products. First step to convert prospect into customer is to provide him much more than expected by him. The QR code should provide the content that covers all the queries and issues regarding the product so that it can provide a reason to the prospective customer to take action immediately. Similarly it can help in deepening relationship with the existing customers by providing adequate information through its content. So to use QR codes as promotional products it must be competent enough to boost the business in a steady manner.

QR codes should be track-able: Though it is normally ignored that QR codes can be tracked easily but still the marketers should keep the tabs on various scans at different time to confirm the effectiveness of these codes to use them as unique promotional products. If suitable results are not received in first attempt then they should optimize its content to make it effective not only for the prospective customers but also for existing customers. Moreover you should provide a QR code to a content that deserves it and justifies the reason to have it. Instead of delivering the content through codes you can also deliver it directly to your customers if it has nothing exceptional for them. But if it involves information about testimonials, points to prove or other crucial information then QR codes become necessary for a product to be used for its promotion.

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