NeoMedia Technologies, Inc (NEOM)

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Q&A with Brooks Running Company

Question of the day: Why is Neustar interviewing a company which uses JagTag, and publishing it on their blog?

December 14, 2010 in Barcodes | Tags: 2D barcodes, Brooks Running Company, Ghost 3 campaign, JagTag, mobile barcodes, mobile marketing | by neustarbarcode

http://mobilenextbigthing.biz/2010/12/14/qa-with-brooks-running-company/


When Brooks Running Company prepared to launch its Ghost 3 running shoe earlier this year, the company embarked upon a widespread mobile barcode campaign. Teaming up with its retail partner, Finish Line, the company placed mobile barcodes on special direct mail pieces sent to customers and also on t-shirts of employees at 600 retail locations.


Mobile’s Next Big Thing talked to Dyana Berger, Senior Marketing Programs Manager, at Brooks to learn more. Here’s what she had to say:

MNBT: Why did you decide to use 2D barcodes in the Brooks Ghost 3 campaign?

Berger: 2D barcodes were a perfect medium to help bring our new product the Ghost 3 shoe to life with video. Often in-store we do not have access to video monitors to play our videos on so this allows the customer a chance to see them on their phone and learn more about the shoe.

MNBT: What kind of response did you get?

Berger: Adoption of this technology is still a bit slow. I feel that some consumers are not sure where their phone information is going so they are less likely to click and send. We did see that once the sales associate walked them through how it worked, they were more likely to use the 2D barcode.

MNBT: Are you planning to expand the use 2D barcodes for other campaigns?

Berger: Yes, we are planning to start using 2D barcodes in almost all of our in-store print collateral. It is a technology that is not going away and is becoming more mainstream. We were excited to be one of the first to use it in the Running Specialty markets.

MNBT: Beyond 2D barcodes, how has the explosion of mobile devices impacting your marketing efforts?

Berger: None to date, but we may start using some programs that help link mobile devices to special offers and customer loyalty.

MNBT: What advice do you have for other companies interested in integrating 2D barcodes into their promotional campaigns?

Berger: Education of the staff is a must — they need to understand how the 2D barcodes work and the benefit behind using them at point of sale. Once you have the store staff on board, customer adoption will be greater.