News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Health firm on-pack QR code campaign yields surprising results
When supplement manufacturer Doctor's Best began putting QR codes on the front of product labels to appeal to consumers, little did they know their target audience would show the least interest.
At the start of August, Doctor's Best initiated an education campaign via QR codes printed on the front of product labels. The aim was to increase transparency by providing consumers with smartphones with additional product and health information via a link to their website.
"The FDA has long held a manufacturer's website is an extension of its marketing, so Doctor's Best is continuing its commitment to consumer education by providing an easy access tool to capture the wealth of product information available," said Scott Steinford, CEO of Doctor's Best, adding that an independent web review for content and compliance had been conducted.
However, the company has observed something unexpected within campaign metrics to date. It is the retailers who stock the product that are scanning the QR codes, more so than the consumers.
Turning the unusual findings around to their advantage, Doctor's Best says that in-store staff using the QR codes will enable them to "become considerably more informed very easily" and that part of the reason for the lack of consumer interaction with the QR codes is that the general population has yet to fully embrace the use of such mobile tools.
Image via Shutterstock
- Ad Roundup: Launches to increase mobile, social capabilities
- Zendesk: Brand promoters talk less, detractors talk more
- Spending up but enthusiasm down for Halloween celebrations in the UK
- Study: Santa's Using SaaS
- Brits have financial concerns in the run up to Christmas
- Top 3 tips to create a solid cross-device strategy
- Ad Roundup: Mobile video and retargeting solutions
- Forecast: 27% of holiday buys could be 'lost' to abandoned carts
Featured White Papers
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...