QR Codes Track Ad Effectiveness

Quick Response codes may be the next big thing in advertising technology.

August 22, 2011
KEYWORDS codes , comply , e-statement
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Quick Response (QR) codes may be the next big thing in advertising technology. The barcode-like graphics allow those viewing an advertisement to get more information about a product or service using their smart phone.

Municipal Credit Union in New York City began using QR codes in September 2010 (pictured above) to evaluate how effectively its ads break through the clutter, says Louise Cogan-Rupani, marketing manager for the $1.5 billion asset credit union.

“We hoped to create a more interactive experience for our members with our advertising,” Cogan-Rupani explains. “We feel QR codes, by creating a more interactive experience, create a more memorable message.”

Municipal uses QR codes on out-of-home advertisements, such as subway station ads, which advertise the credit union’s most popular products: VISA Cards, auto loans, and mortgages.

Although results so far shows a limited number of responses from QR codes, the 150+ click-throughs to Municipal’s product pages indicates members appreciate being able to get information quickly through their smartphones, Cogan-Rupani says.

She adds that an increase in overall awareness of out-of-home messaging shows QR codes help make the message more memorable. The credit union may use QR codes on traditional (i.e., print) forms of advertising in the future, as well as on advertisements promoting membership.

“Do not be intimidated by the new technology,” advises Cogan-Rupani. “QR codes are a great way to foster interaction and test advertising effectiveness.”

She says it’s important when implementing QR codes to make sure you have dedicated web pages for ads. That way, your message to members is clear and consistent.

This also allows credit unions to track the number of click-throughs and visits their websites receive.

LIBBY VERTZ is an intern in CUNA’s publications department. Contact her at 608-231-4096.

Interaction Is Key

Mark Arnold
August 15, 2011 9:35 am
One of the best attributes QR brings to marketing is its interaction. The more interactive you can make your marketing pieces, the more effective they are. While QR codes are relatively new and the technology has not tipped yet, savvy marketers would be wise to experiment with them.

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QR Code Usage

Amber Danford
August 25, 2011 10:06 am
Whether the QR Code leads you back to a video or a highly interactive website, I agree it needs to be engaging. We are testing QR Code effectiveness and its viral capabilities on a calendar and not having the link go live until the actual month starts. The branding campaign is a year long campagin on building the tradition of a financially fit family to a targeted market. we hope QR Codes allow us to continue the engagement all year long.

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Which company do you recommend?

Beverly Murray
August 25, 2011 10:53 am
There are so many out there...which company do you recommend using????

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QR Code resources

Bill Merrick
August 25, 2011 11:04 am
I've never worked with any of these companies, so I can' recommend them. But you might want to check out: ScanLife, QuickMark, Optiscan, Barcode Scanner, Google Goggles, Kimtag, iCandy, Kaywa, StickyBits

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