2. QR Codes and Mobile Marketing
The Sustainable Food Center (SFC) Farmers’ market in Austin joined forces with QR code mobile mapping company Walking Papers to be part of a printed street map of downtown Austin that combines mobile functionality through the use of QR codes. A code sends users to the Farmer’s Market mobile site — also designed by Walking Papers — and the print product is distributed free at popular locales throughout downtown Austin. The SFC Farmers’ brand is featured on the printed map, building brand awareness and driving traffic to their mobile site.
“Using a mobile platform from TappInn.com, the Walking Papers site leads to a main page that acts like a regular website home page, with information about all of our programs, but that is edited to suit the briefer engagement times and informational interests of the mobile site user,” explains Oliver Franklin, co-founder of Walking Papers.
QR codes that lead to the main SFC mobile home page appear on physical signage at the farmers’ market as well and will soon appear on a local coffee packaging promotion with local roaster and café Progress Coffee. They’re also working on adapting the mobile site to become the default destination when people access the website via mobile devices. The next major project is a network of mobile sites for each of their farmers and vendors.
“These pages would be accessed via QR codes on booth signage at each farmer/vendor’s booth at SFC Farmers’ Market Downtown as well as on those farmers’/vendors’ product packaging,” says Susan Leibrock, community relations director for the SFC. The pages will include contact information, product information and market schedules as well as links to websites, Facebook and Twitter and email capture features as well.
Coventry Farmers’ Market also uses QR codes, generating them through a free code generator. The codes appear on signage at market booths and share information, direct customers to websites and even lead to videos of vendors at work. Scanning QR codes can make waiting in line at popular booths more enjoyable, says Caplanson.
4 Ways Farmers’ Markets Are Going Digital
Tuesday, December 13, 2011
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