What’s Missing From This QR Code Campaign

Back in April, I wrote about Goldman Sachs and how the company used a QR Code, a very small and dense code at that, in a newspaper print advertisement (see article). Now, I see the company is running a very similar campaign, but the QR Code has been properly sized and is much less dense than the original one which, in turn, will allow for easier, faster and more successful scanning. But, as good as all of this may sound, there is still one small glitch.

When the QR Code is scanned, the reader of the advertisement is linked a 4:40 long video, which played nicely on my phone, but at the end of the video there is no method by which the reader of the ad (i.e., a prospective business consumer) can get in touch with Goldman Sachs. There is no contact request form to complete, no dedicated 1-800 telephone number to call, no email address to write to, nothing. Is sales lead generation not the cornerstone of B2B marketing?

At this point, I feel as though I sound like a broken record, because recently I reviewed a few other B2B campaigns and the same flaw was detected…no tool to allow prospects to qualify themselves for future contact. Although I see this as a flaw, perhaps I just don’t know what the true goals and objectives are of the campaign. Does Goldman Sachs’ marketing team know? Maybe they can enlighten us.

2D Barcode Litmus Test: FAIL

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