Been noticing those funky two-dimensional black and white squares
that are printed on books, magazines, signs, buses, and nearly anything
that a potential customer could come in contact with? Quick response
codes, or QR codes, are becoming more and more popular among brands
because they take a potential customer from wherever they are to a
webpage in the flash of a second. They are a great marketing tool
because anyone who has a smart phone can download a code reader
application. Consumers find this entertaining and will scan nearly any
barcode they come in contact with. It’s like pushing a button and not
knowing what will happen. It’s both exciting and engaging. But, there
are a few things you should know about them before applying them to your
marketing strategy.
Things to Consider Before Placement
Think about the external environment before placing QR codes and
whether it’s convenient or even possible for your target audience to
take out their phones and scan the code. You know that they’re going to
access your content from a mobile device, so make sure that your content
is mobile enabled and that Wi-Fi or 3- or 4G connections are
accessible. Take airplanes, elevators, and subway platforms for example
where there’s no signal. These areas would be poor choices for placing
QR codes.
I find it humorous whenever I see a QR code on a billboard. How is
someone supposed to drive and scan at the same time? If people are
willing to sue McDonald’s for obesity, then they could go after you if
they attempt to scan your code from a billboard and have an accident.
Email and Website Strategy
Posting QR codes in an email is poor strategy if not utilized
correctly, especially if it only leads them to your website’s homepage.
If you’re looking to send a potential customer to a specific landing
page from an email, you should provide a link in the form of an enticing
call to action. But, if you enable your QR code to add your contact
information (address, email, and number) into their phone when the QR
code is scanned, this could be beneficial and possibly lead your
potential customer to contact you.
Add QR codes for people reading an email or a webpage on their
computer who may like to move that information onto their phone. Create a
special, mobile-friendly landing page that condenses key information
from the computer-based landing page when the code is scanned. Making it
mobile-friendly is crucial!
Where They Should Take Users
This should be a fun project for you, but remember that while
generating creative content you should implement strategic intelligence.
Have the landing page be a place to sign up for your email newsletter.
Links to your Twitter and Facebook accounts will gain more followers,
check-ins, and fans. Coupons and videos are always a hit with consumers.
Blogs are a great way to establish yourself as an authority. Reward
your users for scanning. Remember that in this stage of the game users
are more than likely not in a buying state of mind (unless you have an
awesome coupon offer that will put them in that state of mind), so
content should lure them to learn more about you.
Finding Proper Placement
You can place them on nearly anything with which your target audience
comes in contact, so get creative. Put one on the back of your cash
register, your menus or brochures, T-shirts-shirts, business cards,
banners, books, magazines, coffee mugs, napkins, posters, social media
sites, and any other promotional product. The list is as infinite as
your imagination! Just make sure the placement is in an area that
doesn’t make the item unattractive.
QR Code Checklist
When deciding where and how to use scannable graphics, make sure they follow this criteria.
1. Lead your user somewhere new and special. When a potential
consumer scans your code they want to view something different than what
they’re already viewing. Posting a fun but educational video or a
coupon that is only accessible by scanning are great examples of this
strategy.
2. The landing page is mobile-friendly. Users will become frustrated
if the landing page is difficult to navigate or read. So it’s crucial
that the landing page is designed specifically to be viewed from a
phone.
3. The code is strategically placed where Wi-Fi or 3G is accessible.
As mentioned earlier, if QR codes are placed in areas where internet
service is inaccessible, they are rendered useless.
4. The QR code is posted in a friendly and safe environment. Let’s
not cause a pile up on the interstate by placing QR codes on the back of
trucks or billboards. Instead, consider areas your target audiences
frequent and will have the leisure to take out their phones and scan
them. Don’t forget that most people enjoy scanning codes. They find the
mystery enticing, so make it a fun and stress free experience.
5. The landing page expresses your company, campaign, or product’s
pluck and personality. Your landing page should entice users to go to
your website. Whether it’s because of a coupon, video, useful
information, or a social media platform, your QR code should have them
wanting more.
Matt Anderson