Using a QR Code on printed collateral or promotional items can be a great new way to incorporate print with Internet. Using A QR code to encourage "likes" on a Facebook page or to share information through a webinar is a great way to have your message projected directly into a person's phone. After all, what could be more powerful than to have your phone number where a potential customer is most likely to use it?
Many companies are excited to adopt QR codes but are not thinking the campaign through. That's why we've identified 3 common mistakes that prevent QR codes from being effective.
1. Where to print the QR Code.
While a QR or quick response code can be printed in many places, the reason to use the QR code is for potential customers to scan it. This can be something that is printed on a mug, a t-shirt, a calendar, a brochure or a mailer. Whatever you print the QR Code on, it is important to share the printed piece with potential customers.
Determine what the goal of the QR campaign should be, not just that you want to use a QR code and therefor where should you print it. For example - printing a monthly calendar with a QR code each month could feature a page with monthly specials that is unlocked each month. Or a coffee mug could have a QR code that points to a daily deal. The exciting part about QR codes is that you can track the metrics and you can make the offers changeable, since the page that is the target can featured dynamic or changeable information.
2. How to describe the reason to scan the QR Code.
A huge mistake that many novices to printing QR codes make is to assume just having a QR code is reason for people to scan that code. Frankly, scanning the QR code is a not intuitive unless someone is just testing the QR scanning technology. What is the benefit of scanning the code? Tell the prospect in clear language what the benefit would be to scan the code. That will greatly increase the open metrics.
3. Where to direct people who scan the QR Code.
Once someone scans the code, where does that code take their browser. If the QR code leads to a Home page, especially one that is not optimized for mobile, then it will severely limit the effectiveness of the campaign. Be sure the code points to a landing page or at least a page that is optimized for mobile viewing. Include a telephone number on the page - many smart phones have the ability to dial directly from that page.
Certainly quick response technology is a neat way to marry printed material with the online world. It boils down to understanding when the marketing program makes sense to use that technology as well as how to best position that marketing technology to accomplish sales and marketing goals that will determine whether marketing dollars have been spent wisely.
