MasterCraft talks QR code strategy

MasterCraft has been at the forefront of QR code technology in the marine industry. The manufacturer of the MasterCraft and Hydra-Sports boat brands employs QR codes in its advertising and encourages its dealer network to use the codes in their showrooms.

Richie Brashears, programming service director for MasterCraft, is responsible for bringing QR codes to MasterCraft and Hydra-Sports. Below, Brashears discusses his company’s current strategy and future plans for QR codes. Today, the company uses them on MSRP sheets, in product catalogs and in magazine advertisements.

Why did MasterCraft begin using QR codes?

Brashears: As I was walking through Home Depot one day and noticed their use of QR Codes in the garden area, it got me to thinking about putting the QR codes on MasterCraft’s MSRP stickers. The goal is to get the consumer useful product information ASAP. With the explosion of smart devices (phones and tablets) used by consumers, MasterCraft saw an opportunity to provide the consumer product information tailored to their specific boat model request.

MasterCraft’s primary use of QR codes has been with MSRP sheets. How has the usage of QR codes improved the experience for consumers?

Brashears: The user can access a Web page with specific product information, and since the user is accessing a Web page, the content can be dynamically changed. For example, when a new video featuring enhancements to a specific model has been created, MasterCraft no longer has to regenerate a CD to be distributed to the dealership and/or consumer. The new video will be added to the specific model’s specification page and the consumer can instantly see the new video.

In talking with dealers, how receptive have they been to using QR codes in their showroom?

Brashears: By adding the QR codes to the MSRP sheets, dealers now have a new marketing tool. Some of the dealers have printed the MSRP sheets to be displayed with the boats in the showroom; other dealers have used them during boat shows. The consumer can walk up to a particular boat, click on the QR code and gain in-depth product knowledge of the model.

QR codes are new to most dealers. How important is educating dealers in their use?

Brashears: As with any new technology, educating the dealer network is very important, so MasterCraft introduced the QR codes during the regional sales meeting webinar.

However, MasterCraft is also seeking feedback from the dealer network to see how the QR codes are best used at the dealership’s showroom or boat shows, information we can then provide to the entire dealer network. We also posted information about the QR codes in MasterCraft’s dealer Web portal, DealerLink. It includes sample MSRP sheets and directions on how to download the QR codes for use in the dealership’s marketing materials.

How do QR codes figure into MasterCraft’s marketing campaign?

Brashears: MasterCraft embedded a code in its 2010 brochure with success. Going forward, MasterCraft is reviewing how to best position the codes in marketing campaigns, such as the product catalog and other printed material assets.

What types of features do you consider when developing the Web page users are brought to when the QR code is scanned?

Brashears: User experience is the key feature when developing Web pages for the consumer. It’s a work in progress for MasterCraft’s Web pages as they are converted to a smart device-friendly format.

How important is a call-to-action option on the QR code Web page?

Brashears: With the explosion of smart devices, it is becoming the device of choice for many consumers. A call-to-action allows the user to get specific information on the boat and communicate this to MasterCraft.

How important is it to measure the consumer response to your QR codes?

Brashears: By clicking on the QR code, the hope is to have the consumer join up with MasterCraft, such as “register on MasterCraft.com,” “enter a contest,” etc. We hope to make this process as intuitive as possible to the user, so we can keep the join-up steps positive.

Does MasterCraft plan on expanding its use of QR codes, and if so, where?

Brashears: MasterCraft’s team is always looking for ways to communicate with the consumer, and advertising presents the best area of growth. MasterCraft branded materials such as product catalogs and other printed marketing materials will give a way to track the usage of QR codes. And since the dealers have access to the QR codes, MasterCraft looks to see how the dealers use these codes, which could be in local and regional advertising.