Standing in line at a club downtown, lingering through a local coffee shop, or even sitting in Henry Angus pretending to do homework, you’ll probably have at one point heard two people exchanging numbers. Those times were soon replaced with “What’s your BBM?”- inquiring personal PIN’s for Blackberry Messenger and has now evolved to “Here- just scan me”. But before you raise an eyebrow at the concept of someone asking to be “scanned”, understand that with an increase in Smartphone sales, marketers are now creating plans not to sell the phone per se, but to use their scanning feature to the advantage of non mobile organizations. UBC Student Orientations has recently put up posters around campus recruiting volunteers for upcoming positions including a barcode for Smartphone users, as have student conferences such as the 2011 Pacific Northwest Economic Conference (PNEC). In both instances, by scanning the barcode, students can be directed to the organizations website. PNEC even went so far as to place another barcode on posters and tables throughout the conference in which guests could scan the events itinerary to their mobile device. Organizations like Habitat for Humanity are even including barcodes linking users to their website on t-shirts!
As a Smartphone user, I find the concept of using what was once a method to simplify adding someone to your messenger contacts as a marketing tactic to be resourceful and current based on trends and sales in technology. Finding barcodes on products such as toiletries and wine is something that excites consumers- as USA Today notes, “It’s something that adds value without costing customers too much. If it’s a good experience, consumers are going to keep using it.” Why not take advantage of a Smartphone’s abilities, especially with apps like Tagreader, which allows I-Phone and Android users to scan barcodes as well. The same USA Today article also recognized real estate professionals encouraging potential buyers to scan barcodes in order to attain information and photos, as well as country star Tim McGraw for giving fans access to free music videos with just a click of their Smartphones.
While I find this new trend in marketing to be exciting, myself and students such as Kiana Vaahedi can’t help but wonder how this is affecting consumers who do not have a Smartphone. The high price makes it unattainable for many consumers, leaving marketers with the question- what happens to them? Will their lack of Smartphone discourage them from certain products and services? Personally, I think this newfound trend is starting off as a fun add on for those who do have Smartphones, allowing consumers to access behind the scenes information and photos for their amusement. In fact, the barcode often gives access to the company’s website. Marketers will likely have to become concerned when this tactic evolves from a something clever for the enjoyment of Smartphone users, to a necessity for all consumers as corporations ignore those who haven’t upgraded their phone. This trend is still in its early stages, and it is difficult to shun or downsize a group, so I have a feeling this is a problem that won’t have to be dealt with anytime soon. Until then, enjoy Smartphones!
