QR Code Unexpected Objection - Tips Anyone?

by Jay Rhome 18 replies
I'm meeting the three heads of two magazines next Monday, to talk about integrating QR Codes and Mobile Marketing to the magazines, AND to offer it to all their clients that advertise in the mags. Nice leverage opportunity, as I would be plugged right away to all the decision makers at those companies.

The unexpected objection I got was this: they HATE the LOOK of the QR Codes. As I admitted, I'm totally biased in loving them One of their current advertiser is a real estate firm, and they intelligently used QR code for every house displayed, and that's what triggered their reaction.

They simply think it makes their mag look awful, and shudder at the thought of their precious work being filled with codes... At this preliminary telephone discussion, we thought of having all the codes in one page (inside an artform or not). I don't know the inside dealings with their clients, but I don't think you can stop them from putting codes in if they want to. I mean you can, but don't want to lose the money.

I also advanced the idea that one mag filled with QR codes would certainly grab the attention and get people talking - but again they feared that most people, who have no idea what those codes are, would simply think they missed the mark and basically suck at graphics and design.

Yet, they realize it's an added value they can provide clients, plus I do all the work, and they collect a percentage on the deal.

Any tips on how to present it to them to overcome that hurdle?

Thanks
#offline marketing #code #objection #tips #unexpected
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  • Profile picture of the author WillDL
    Offer to buy your own add in the magazine, if they go through with the deal, for a single printing. Get a wholesale rate if you can.

    Make a simple white page with a QR code in the center and the words "take a picture a picture with your smart phone."

    Lead to a branded, mobile optimized site with tetris or a funny video from youtube. Their readers now know QR codes are fun extras for their cell. You are paying to educate their readers, get an exclusivity deal for providing QR codes for their ads. Might as well get some positioning from it.
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  • Profile picture of the author daddykool
    It sounds like you may have to up the ante with your potential client, we have presented to offliners (who remember were there way before the net) who have heard about "others" wanting to increase revenue / interest / leads with different "out of the box" methods, QR being one of the ways.

    The best way to increase your chances of a hook, telephone or otherwise, is to get some QR's out to their "current" advertisers in the mag, so a touch of reverse IMing, we have successfully done this with a number of offliners / real world publishers / exisiting clients and had a good result each time, the bait has to be dripping with blood for them to bite, if they have had calls, emails, faxes blahdy blah from "excited" advertisers (small or large) that you have pre-sent something to, your in :-)

    Obviously this is from experience and each client has their "own" ideals and what will or will not work!

    As for the "look" anyone in the real world, no matter what the industry will be kicking themselves very, very hard for not getting into the QR craze, even though its 20 odd years old already lol

    Regardless of how naff they look, a good way round this would be to "suggest" the front, front inner, back and back inner are SMOTHERED with "QR codes in rainbow colours" obviously if you turn up with a mockup of it, your in again!

    Let us know if you need some help
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    • Profile picture of the author Diane S
      Originally Posted by daddykool View Post


      Regardless of how naff they look, a good way round this would be to "suggest" the front, front inner, back and back inner are SMOTHERED with "QR codes in rainbow colours" obviously if you turn up with a mockup of it, your in again!
      A QR code with colored areas looks a lot like a Piet Mondrian painting, if you ask me.

      http://www.google.com/images?hl=en&s...i=g10&aql=&oq=
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      • Profile picture of the author daddykool
        Originally Posted by Diane S View Post

        A QR code with colored areas looks a lot like a Piet Mondrian painting, if you ask me.


        If only QRs were as classy and priceless as some of PCM's early works! I think we will have to wait a few more months for that Diane
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        • Profile picture of the author rhinocl
          QR codes are for cameras not eyes. They see things differently. Should be possible to bury a QR image inside something else so only the camera sees it?
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          • Profile picture of the author Curtez Riggs
            We'll create custom QR Codes, or outsource to someone who can do them for you.

            I would suggest that you add a page to the magazine explaining what's going on with these ugly designs and why they are relevant.

            Next I would create custom codes at a minimum with the logo embedded, to the max with the graphic designed around the QR Code. Remember, QR Codes can be very small and still be read with a good reader.

            Here's an example of one we found that we are using to pitch to the Army. There are numerous other example across the net. I would just integrate that into your pitch, and create as needed.


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            • Profile picture of the author Huskerdarren
              QR codes will evolve. I was thinking how they might look nicer before I got to the bottom of this thread and saw your Army version. I can see a combination of a code that is for the camera reader and partly for the user. However, the reader must be able to recognize that it is indeed a code, so it can't get too far off base. I think the Army one is a good example of combining the aesthetically pleasing with the functional.
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    • Profile picture of the author Jay Rhome
      Originally Posted by MichaelHiles View Post

      Hate the look?

      So they're brand advertisers worried more about asthetics than results.

      There's no bigger "look" people around than high fashion advertisers.

      Yet... QR Codes Anywhere: QR Codes Hit Fifth Avenue Luxury in High Fashion (Press Release)
      Yep, they really care about aesthetics, that's why I didn't see this one coming. They really do have beautiful mags. Even their sales material are amazing to look at. Thanks for the high fashion examples, that will help, though with all their small ads (think 1/4 pages and smaller), the QR codes would proportionately take a good chunk of the ad.


      Originally Posted by daddykool View Post

      Regardless of how naff they look, a good way round this would be to "suggest" the front, front inner, back and back inner are SMOTHERED with "QR codes in rainbow colours" obviously if you turn up with a mockup of it, your in again!

      Let us know if you need some help
      Yep. And a page explaining the code would help too. Of course it could lead to a video on my site explaining it


      Originally Posted by soldierscredit View Post

      I would suggest that you add a page to the magazine explaining what's going on with these ugly designs and why they are relevant.
      Exactumundo. My local newspaper just had a page explaining them, and now my town has one!

      Originally Posted by soldierscredit View Post

      Next I would create custom codes at a minimum with the logo embedded, to the max with the graphic designed around the QR Code. Remember, QR Codes can be very small and still be read with a good reader.

      Here's an example of one we found that we are using to pitch to the Army. There are numerous other example across the net. I would just integrate that into your pitch, and create as needed.


      Integrating them is the way to go, but as I'm somewhat graphically challenged and they are obviously picky, I'll need help on this for sure.

      It's clear as day they see the value and are interested. Now I've got to find my way around their aesthetic issue - and I suck at graphics so I don't grasp all the nitty gritty details.
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  • Profile picture of the author MichaelHiles
    Hate the look?

    So they're brand advertisers worried more about asthetics than results.

    There's no bigger "look" people around than high fashion advertisers.

    Yet... QR Codes Anywhere: QR Codes Hit Fifth Avenue Luxury in High Fashion (Press Release)
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  • Profile picture of the author jasonthewebmaster
    Banned
    Hey Jay,

    Look into MSTAgs... microsoft's version of QR Codes.. they are pioneering the ability to decorate the tags, and even integrate the tags INTO existing images. Plus they let you change what the tag actually does, without having to change the actual image of the tag! PRETTY COOL!

    My guess is that this army one is NOT a QR COde, but an MS Tag.

    You CANT do that with a QR code... and remember the average person just calls them all QR codes, or even just calls them tags.. but you have to know the difference etc.

    Originally Posted by Jay Rhome View Post

    I'm meeting the three heads of two magazines next Monday, to talk about integrating QR Codes and Mobile Marketing to the magazines, AND to offer it to all their clients that advertise in the mags. Nice leverage opportunity, as I would be plugged right away to all the decision makers at those companies.

    The unexpected objection I got was this: they HATE the LOOK of the QR Codes. As I admitted, I'm totally biased in loving them One of their current advertiser is a real estate firm, and they intelligently used QR code for every house displayed, and that's what triggered their reaction.

    They simply think it makes their mag look awful, and shudder at the thought of their precious work being filled with codes... At this preliminary telephone discussion, we thought of having all the codes in one page (inside an artform or not). I don't know the inside dealings with their clients, but I don't think you can stop them from putting codes in if they want to. I mean you can, but don't want to lose the money.

    I also advanced the idea that one mag filled with QR codes would certainly grab the attention and get people talking - but again they feared that most people, who have no idea what those codes are, would simply think they missed the mark and basically suck at graphics and design.

    Yet, they realize it's an added value they can provide clients, plus I do all the work, and they collect a percentage on the deal.

    Any tips on how to present it to them to overcome that hurdle?

    Thanks
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    • Profile picture of the author Jay Rhome
      Originally Posted by jasonthewebmaster View Post

      Look into MSTAgs... microsoft's version of QR Codes.. they are pioneering the ability to decorate the tags, and even integrate the tags INTO existing images. Plus they let you change what the tag actually does, without having to change the actual image of the tag! PRETTY COOL!


      You CANT do that with a QR code... and remember the average person has no idea what the difference is, so make sure to do your research!
      It's true but with Microsoft using its own technology instead of the wide open QR codes, I don't think they'll last. It could help get in the door though.
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    • Profile picture of the author Curtez Riggs
      Originally Posted by jasonthewebmaster View Post

      Hey Jay,

      My guess is that this army one is NOT a QR COde, but an MS Tag.

      You CANT do that with a QR code... and remember the average person just calls them all QR codes, or even just calls them tags.. but you have to know the difference etc.
      I'm sorry bud your wrong on this one. I would encourage you to do a Google search for custom QR Codes. We found the Army one above a few weeks ago and sparked all types of ideas for us. Give me a min and ill show some other examples of truly customized work.

      Some quick examples found

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  • Profile picture of the author Jay Rhome
    Also, I have to provide maximum value myself, as one of the three leaders is a website designer, that has the typical tendency to do all the technical work himself (while the other two are the real leaders and focused on sales/growth/management).

    He could want to do it all by himself - after all, making QR Codes is not totally easy, and a web designer can design mobile sites!

    So I'll provide
    - tracking
    - I'll contact the clients myself (he sucks at sales and the other two guys are swamped right now).
    - offer a complete marketing strategy to the advertisers that goes way beyond the mag but still give a % back to them for introducing me, etc.

    I have to both convince them to go ahead AND be the go to guy.
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  • Profile picture of the author Jay Rhome
    Wow. These designs are on another level. Though 2nd one is not working for me, and the 3rd one didn't lead to a mobile site. Just goes to show that it's a market ripe for us who know what we're doing! The razor one is razor sharp all the way through and leads to some videos.

    BTW your QR image came first - and twice! - on my custom QR code search in Google Image. Congrats!
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  • Profile picture of the author daddykool
    Good thread, more info appearing here than in the "WSO" guides popping up for sale all over threads lol

    The main issue with "decorative" or "designed" tags, is they actually start to loose the simple use & effect, that they were made for in the first place. Black QR on white will always get cpa results, photos / designed / complicated QR not so much, also not too sure that MS tags will be as powerful

    If you look further into the interest recently for marketing with QR (bearing in mind not many people know what they are for) and compare it to one of last years crazes (say FBML pages) it is here to stay and has a very solid growth.

    Most big pubishers have already approached the inclusion somewhere of QR in advertising, marketing and the like, bear in mind that barcode tags have been on mags for decades, so they are used to seeing them in print, mainly on the front covers.

    A simple cover mockup with multiple QRs black on white or white on black, will get lots of click throughs on a mag cover. We even used some with short stories in them that worked very well

    We have used QR and 2Tags with great results
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  • Profile picture of the author daddykool
    Jays custom QR thread lol

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    • Profile picture of the author JimmyD
      Very kool example, daddykool.

      The main issue with "decorative" or "designed" tags, is they actually start to loose the simple use & effect, that they were made for in the first place. Black QR on white will always get cpa results, photos / designed / complicated QR not so much, also not too sure that MS tags will be as powerful
      Yes maybe but it is inevitable that they will evolve this way IMO, just for the esthetitc reasons in the OP.
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  • Profile picture of the author fgrimes
    Now I see you can infuse some creativity not just create bland / boring QR codes. Like the examples shared.
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