Technology moves fast. Yet, adoption often can appear slow.
Every once-in-a-while, a brand imagines a new application for a proven tech tool. And helps to propel our construction channel forward.
An example of this phenomenon is QR codes — the curious black-and-white squares — that closely resemble demented crossword puzzles. Not a new technology. Far from it.
In fact, QR codes have been around for decades… first used in Japan for identifying automobile parts during manufacturing. Since then, building product brands have been seeking more, and more diverse, uses for them. Leveraging learning from the food service industry — as restaurants fully adopted the codes during the pandemic, allowing diners to access digital menus via their smartphones.
Our K&A team is recognizing one company in particular… that has found a way to leverage QR codes for a persistent — and growing — challenge for the home building and remodeling industry. When you see this campaign, you’ll probably wonder why no one else has thought of it before.
Solving a Specific Problem
The brand is “SaferMe”, which specializes in workforce safety. They have brought QR codes to life in the form of a new offering called SpotCast, which the company describes as a “video sticker platform.”
The idea is simple. A sticker with a QR code is placed on a product — or its packaging — ranging from construction equipment to building materials. That QR code leads to the SpotCast platform, where the contractor, operator or installer can see important instructional videos and other content related to the product.
SpotCast was created to solve a pressing problem: providing critical safety information to the contractors who use and install building products. Typically, the content is provided in a video format… allowing the contractor to easily view it on his or her phone.
Educating contractors on the proper use of products has long been vexing for construction materials manufacturers. As brands develop new and increasingly complex offerings, it has become even more critical to ensure that contractors have the right information — and instructions — for each product.
Previously, the primary option for building product brands seeking to share product information and training was to include that information and how-to’s on their website, or send out an e-mail. Hoping that installers would read or watch it. Most importantly, trusting that contractors would recall the information when the time came to work with the product.
A QR code offers an elegant solution to the problem. It provides a contractor with product-specific information… at the precise moment it’s needed.
But we’re convinced that this is only the tip of the iceberg for a service like this.
Possibilities Abound
While SpotCast is intended to convey safety and instructional content, it doesn’t take much to imagine the possibilities for building products manufacturers — whether they opt to use SpotCast, or build their own platforms.
A similar approach could be employed for DIY products, alleviating a common source of frustration for homeowners struggling with product installation. That same QR code could also be used to direct homeowners to certified sales agents. Maybe even connect to an Uber-style application that identifies crews already near a neighborhood.
Or to enhance two-way communication… providing channels for brand influencers to upload project photos. Share results on social media platforms. Or simply to leave product reviews.
These are just a few ideas that come to mind. QR codes are indeed a versatile technology. One that facilitates convenient communication and connection… helping to solve a myriad of problems.
It just takes a little imagination.
Interested in finding creative and engaging ways to make it easy to learn about your brand’s products and solutions? Send an e-mail to Steve at sk@kleberandassociates.com to get the conversation started.
