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QR Codes in Automotive Print Advertising - 8 Week Real World Results

A full eight (8) week review  with data to support a continuation of our QR code(s) in print advertising.

After three weeks of what I considered to be decent results from my previous post, I decided to change things up. First, we built a mobile phone landing page for various dealership “Specials”. Then we created bit.ly links to track each of the pages including the landing page. We created a QR code for the landing page and placed it in our daily print advertising.

As in my last post I compared the new QR code, telephone, and URL results from my print advertising. Here are the results from an eight (8) week period:

QR Code Searches: 72% - Telephone Calls: 20% - URL visits: 8%

I also tracked the main QR code landing page links and results:

Specials: 52% - New Inventory search 18% - Used Inventory search 12% - Request Service 6% - Parts Inquiry 1% - Bounce 11%

I’m currently planning the next step of QR code use in print advertising. Building out more mobile specific landing and lead capture pages seems to be the best way track results.

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Tags: Advertising, Automotive, Chicago Infiniti Dealer, Infiniti of Clarendon Hills, Infiniti of Lisle, QR Codes, QR Codes Advertising

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Comment by Julia Spivak on May 18, 2011 at 6:50am
Hi Steve, Using SMS Id numbers is very simple, If you want to use them for vehicles on your lot you can place the sign that says "text 2222(ID number) to 73363(short code)", when people text they get informaion about the car, as well as our system notifies the sellers of every inquiry. There is also an option prompting the consumer to text "YES" to join your alert program. You keep the database of all opted in clients in your account for furure price reductions or promotions. You can also run some promotions like text contest, where consumers text to win  and to redeem their winning hey have to come to your location, or they have to subscribe to your VIP alert program. This way you are gaining permission to text multiple numbers and notify them of any events that you are running. Expanding your database of customers. Use the same numbers in print ads, and see how many people look at your vehicles. Let me know if you have more questions
Comment by Steve Camp on May 18, 2011 at 5:18am
Tony, I think your comment about high end customers using QR is valid. We intend to roll this out to a few of the Honda stores in our group next. I will post more totals soon with a copy of our ad as well. Thanks for the comments!
Comment by Steve Camp on May 18, 2011 at 5:14am

Julia, The decision to test QR codes simply started with a conversation I had Scott Falcone. We were using QR codes (desk tents) on the desks of sales and service consultants with Scott's advice. The amount of QR hits surprised me. I knew that the attention was part novelty and a great conversation starter for both sales and service staff. This led me to try it in our print advertising.

I would love to know more about how you would use SMS. It would be another great addition to my ongoing QR tests! 

Comment by Steve Camp on May 18, 2011 at 5:06am

Scott, I do intend to post the overall contact lead percentage soon. I believe the QR code number is going to be in the single digits of all leads vs. the QR searches. As far as posting the ad goes, I originally hesitated so my totals would not be thrown off. But, I will post the ad with the total leads post shortly.

Comment by Anthony (Tony) J. Gauntner on May 17, 2011 at 9:42pm
Hi Steve, Do you feel that your success is perhaps attributable to the hi-end brand you're selling & it's educated consumer base who probably are more engaged with advanced technology than a typical Kia or Dodge consumer? (Sorry, but demmographics support that assumption). Also, what specific print media was used to promote this? Very interesting --it does reflect how our future trends will evlove.
Comment by Julia Spivak on May 17, 2011 at 7:38pm
Hi Steve, what made you decide to go with QR codes and not with SMS? You limit your inquiries to only those who carry smart phone + It is a newer technology, however text message is now available to everyone and most people of all ages know how to text. If you got such a great response with QR codes, just imagine the response you'll get with SMS numbers! If you are to advertise on the radio, ironically , you don't hear about QR codes there, but you can advertise with text number and the response will be instant.
Comment by Thomas A. Kelly on May 15, 2011 at 2:03pm
Steve, Thank you for sharing your data. Best of Everything as you go forward with it.
Comment by Scott Falcone on May 15, 2011 at 11:49am

Steve,

 

Great stuff...I'm curious if your overall contacts/leads via the paper are up during this study as compared to your normal traffic from the paper. With the 72% penetration number using QR codes a lot of assumptions could be made and I'm not sure there are any bad ones. Any chance you could post the actual ad here for us to see how it was laid out and learn more.

 

Scott

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