For years marketing execs have been trying to get the audience to react to ads – ideally immediately. If only they could find the right tools to get the last part of AIDA going through an advertising campaign – Action.
Take TV. You could put a telephone number in a TV ad for people to ring… but sitting in front of TV, few people actually bothered scribbling down a freephone number. They had to be quick anyway. And not many people had a pen and paper ready.
So try a website address on TV, or on a poster, or in a press ad. Also not brilliant.
How about something on packaging? Efforts to get beer drinkers to collect codes and unlock prizes later on a website also proved problematical.
The problem? The extra effort people have to go to.
Until … the advent of smart phones with apps to scan in a QR code and go straight to your website.
What a dream! Now, as people walk down the street, they can respond directly without having to write something down or remember to do something later.
And with the right execution to tease their curiosity, certain target markets are bound to respond. I decided to give it a go. Even if I’m not target market.
And then? Part 2 of this post to follow…