Automobile company Buick launched a print advertisement that featured a QR code. When the QR code was scanned, the reader of the advertisement was linked to a short video, which explained how the car's eAssist technology works.
Great! Product information that is easy to understand, useful, relevant, valuable, and informative. But then what?
When the video finished, the reader of the advertisement had no place to go. Buick did not provide a link to the company's main website, the product page for the particular car being advertised, or even the product page that discusses its eAssist technology. Nothing. Also, there was no link to a dealer locator, customer product reviews, pre- or post-sale incentives, etc.
Why expend the time, energy, and resources to potentially warm up a lead and then let it get cold again? Isn't it a goal of advertising to warm up the lead and have the prospect move one step closer to making a purchase decision?