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From: Jared Hamilton
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Kayla Schafer

Kayla Schafer Digital Advertising Specialist

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Cool Ways to Leverage QR Code Campaigns at Your Dealership

In my first series installment, I explained how QR codes are expanding in popularity. However, it is important to use them properly in order to achieve the results you want. Now that you are inspired, here are some ideas and ways to create a campaign at your dealership!

Great, they scanned; they are on the landing page, now what?

Make sure there is a single, clear and simple call to action that you want the user to take. Such as:

  1. Create a Poll – Which Chevy [or insert make] vehicles do you like the most? See what vehicles are the most popular or well-liked in your community. Maybe they can teach you something new.
  2. Check in Deals/Offers – Use posters and flyers around the dealership, in the service waiting room, to check in and get an offer. Perhaps a discounted oil change or free tire rotation for checking in and/or liking your Facebook page to incentivize your fan base. Another key benefit here is the ability to interact with these customers over a longer period of time.
  3. Watch a Video – Perhaps it’s a cliff hanger, make them scan another one, or go to your Facebook page and like you to find out how it ends! Or put a QR code on a specific model on your lot that links to a test drive video on your YouTube channel for people who are walking around the lot before/after hours.
  4. Digitize Your Business Cards – There are several ways you can set up a QR Code on your business cards. For example, you could have it just link to your company website or maybe your LinkedIn profile. The most beneficial would be the click to call function however; you could also set it up to scan to email or even download your contact info into the user’s contact list.
  5. Codes on the Lot – This may take a lot of work on your part but if you have people walk on your lot after hours, it may be worth it especially for a used vehicle. Create a QR specifically for that model on the lot with the link to your website. This will allow the customer to learn more about the car and if they are interested contact you via email or voicemail.

Do’s and Don’t:

  1. DO -Make sure that the landing page of the QR code is optimized for mobile and continues the user experience.
  2. DON’T – Just land the user on your home page. The secret to success is landing the user on a specific, relevant page that will continue the ad experience. You’ve already set the expectation that there is something more to the ad. Landing them on the home page is like dropping someone in the middle of New York City when they asked for the Statue of Liberty!
  3. DO – Add an opinion for the user to go back and look at it later, maybe they don’t have time to read the info or watch a video. Make it easy for them to like and remember your page, either by adding a “contact me,” “send me more info” or “bookmark” option to go back to.

At Cobalt, when I make QR Codes for my dealers, rather than just landing the user on the home page I try to make the QR code around a model they want to focus on. Since our Digital Advertising Package comes with built out landing pages and 1 free QR code per month for our campaigns, I can simply land the user on a form submission page for that make and model, or the current OEM aligned incentive offer with a click to call button to the dealership . The image below shows just that for the GMC Sierra 1500.

screenshot

How will you plan on implementing QR Codes?

Jeremy Alicandri
I'm not a fan of QR codes(yet), still haven't seen an ROI from them yet.
Jim Bell
I am with you Jeremy. We did a huge direct mail piece with a test drive offer with the QR to scan to set the appointment. People just brought the post card in because no one knew what to do with it. I think it is going to be a fad that won't take off. It's just too confusing for people.
Jim Bell
I am with you Jeremy. We did a huge direct mail piece with a test drive offer with the QR to scan to set the appointment. People just brought the post card in because no one knew what to do with it. I think it is going to be a fad that won't take off. It's just too confusing for people.
DealerFire .com
I can see the confusion part, however I am a fan of number 5 (codes on the lot). I have seen QR codes on window stickers yield some really great results for dealers. Either, they take you to a model landing page on a mobile site, or whatever the dealer chooses on the mobile site, really.
Ed Brooks
Jessica, I generally think QR Codes are a waste of time and energy, but I agree with you on this particular use. I don't think you're ever going to see a lot of customers scanning them, but they can be VERY useful for your staff. Imagine a sales associate having access to specific vehicle's information, history report and current pricing, all in seconds, on an iPad, on the lot.

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