There are two houses for sale along the short drive (three miles)
between my home and my office.
One of them (left photo) invites me to “Google This
Address.” The other (right photo) suggests that I “QR This!”
Guess which one I checked into first? If you picked the one on the left, you are right!
Why? Because to Google an address, all I need to know is the address, something I obtained while driving by on the very first day the house went on the market (I don’t think I even slowed down).
“QR-ing” an address, on the other hand, requires pulling into the driveway (it’s a busy street), parking the car, walking up to the sign, opening up the QR app on my smart phone and taking a picture. Cool, but not convenient.
Here’s the thing. I love technology. Chances are, I’m using apps on my phone and services to run my business that many people have never even heard of.
But those are for my own purposes.
When it comes to marketing to – or even just interacting with – a particular population, it’s important to use technology that most of these people are
going to be able to figure out and use easily.
As a practical matter, that almost always means standing several steps back from the leading edge of what’s possible.
Cool is indeed cool. But convenient and obvious is where the sales come from.