Shopper Marketing - May 2016 - 11


So it wasn't really the QR code's fault. If you
use a fork to eat soup, you stay hungry. And if
you use a little-known technology to deliver
irrelevant content, you get results that are
from hunger.

Santayana on Snapchat
The QR code didn't disappear entirely, though.
It just quietly settled back out of the spotlight
and into a nice rhythm of usage among marketers who've been taking a little more time
to learn how to best use the technology to
provide relevant information to their target
audiences.
But since marketers often prove themselves
to be poor students of history, and are always
looking to force-feed existing strategy into
new tools instead of adapting their strategy
to leverage new tools appropriately, the issue
might be coming up again.
In April, Burberry became the first product
marketer to place a "Snapcode" - a branded
QR code created by photo-messaging app
Snapchat - on packaging for its new Mr. Burberry men's fragrance. The code sends shoppers to the Snapchat app to access exclusive
content from the brand.
What kind of content? For one, a special
"director's cut" of the Mr. Burberry TV spot.
Why? Mainly I think because that's what marketers always do; a medium has yet to be
created that couldn't be used to repurpose
a TV ad.
But is that what a shopper needs in the store

to close the sale? Or is that what the average
Snapchat user wants to see? (Seventy-one percent are under 34 years old and 70% are female,
including my 15-year-old daughter and every
single one of her classmates.) It seems like instructions on cutting a watermelon might be
just as relevant.
When Snapchat first introduced the Snapcode in 2015 (as a faster way for users to start
following each other), AOL-owned news website TechCrunch wrote an article explaining
"How Snapchat Made QR Codes Cool Again."
That perception won't last long if the codes
aren't used in more engaging, relevant ways
this time around.
Last fall, Burberry seemed to do a better
job of tapping into the essence of Snapchat
(where posted images have short shelf lives
and are automatically deleted once viewed by
the recipient) by providing a sneak preview of
its fall fashions one day before they debuted
on runways. That's a good example of leading
with the content instead of the technology,
and of matching strategy to the tool.
So let's stop feeling sorry for the plucky QR
code, and all the other potentially effective
marketing tools out there. Let's just make
SM
sure we're using them right.

Peter Breen is managing director
- special content for the Path
to Purchase Institute. He can be
reached at (773) 992-4431 or
pbreen@p2pi.org.
MAY 2016 SHOPPER MARKETING y

11



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
Shopper Marketing - May 2016 - 36
Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
Shopper Marketing - May 2016 - 39
Shopper Marketing - May 2016 - 40
Shopper Marketing - May 2016 - 41
Shopper Marketing - May 2016 - 42
Shopper Marketing - May 2016 - 43
Shopper Marketing - May 2016 - 44
Shopper Marketing - May 2016 - 45
Shopper Marketing - May 2016 - 46
Shopper Marketing - May 2016 - 47
Shopper Marketing - May 2016 - 48
Shopper Marketing - May 2016 - 49
Shopper Marketing - May 2016 - 50
Shopper Marketing - May 2016 - 51
Shopper Marketing - May 2016 - 52
Shopper Marketing - May 2016 - 53
Shopper Marketing - May 2016 - 54
Shopper Marketing - May 2016 - 55
Shopper Marketing - May 2016 - 56
Shopper Marketing - May 2016 - 57
Shopper Marketing - May 2016 - 58
Shopper Marketing - May 2016 - 59
Shopper Marketing - May 2016 - 60
Shopper Marketing - May 2016 - 61
Shopper Marketing - May 2016 - 62
Shopper Marketing - May 2016 - 63
Shopper Marketing - May 2016 - 64
Shopper Marketing - May 2016 - 65
Shopper Marketing - May 2016 - 66
Shopper Marketing - May 2016 - 67
Shopper Marketing - May 2016 - 68
Shopper Marketing - May 2016 - 69
Shopper Marketing - May 2016 - 70
Shopper Marketing - May 2016 - 71
Shopper Marketing - May 2016 - 72
Shopper Marketing - May 2016 - 73
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Shopper Marketing - May 2016 - 76
Shopper Marketing - May 2016 - 77
Shopper Marketing - May 2016 - 78
Shopper Marketing - May 2016 - 79
Shopper Marketing - May 2016 - 80
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Shopper Marketing - May 2016 - 88
Shopper Marketing - May 2016 - 89
Shopper Marketing - May 2016 - 90
Shopper Marketing - May 2016 - 91
Shopper Marketing - May 2016 - 92
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Shopper Marketing - May 2016 - 96
Shopper Marketing - May 2016 - 97
Shopper Marketing - May 2016 - 98
Shopper Marketing - May 2016 - 99
Shopper Marketing - May 2016 - 100
Shopper Marketing - May 2016 - 101
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Shopper Marketing - May 2016 - 120
Shopper Marketing - May 2016 - 121
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Shopper Marketing - May 2016 - 138
Shopper Marketing - May 2016 - 139
Shopper Marketing - May 2016 - 140
Shopper Marketing - May 2016 - 141
Shopper Marketing - May 2016 - 142
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