At first blush, QR codes would appear to offer nothing but upside. A quick scan of a mobile device across an odd-looking square symbol, and the user is presented with your company’s landing page, how-to video or promotion.
No wonder QR Codes have proliferated in the past couple years, and are now found everywhere from sales literature to retail displays and transit advertising. Anyone can create a QR code, and anyone with a smart phone can read it. But their very simplicity also leaves QR codes susceptible to misuse.
There’s a right and a wrong way to utilize QR codes, and the wrong way can leave prospects feeling they’ve wasted their time — or worse. To be effective, QR codes must give those scanning them something in return, whether valuable information about your company’s products or an enticing offer.
Very simply, they must add something of value to the user experience.
Effective use of QR codes could be a great aid to your company’s marketing efforts. It’s reported that in 2012, 82 percent of executives own smart phones, and 49 percent of C-level executives use their mobile devices to search.
Juniper Networks recently held a “paperless press conference,” with the entire two-day event accessed by scanning QR codes. Some 1,300 attended, scanning more than 1,900 times, and averaging six pages and 5-1/2 minutes per visit.
Here’s how to get the most from your use of QR codes in the year ahead.
1. Consider size and placement. QR codes must be large enough to be seen, and be positioned for easy scanning with mobile devices.
2. Ensure QR codes link to mobile optimized sites. If potential customers scanning your code are sent to a website that isn’t optimized for mobile devices, they are likely to be frustrated, and may miss content you want them to see.
3. Look for new ways to use QR codes. Widen your use of QR codes in 2013. Use them on the back of business cards, on trade show booth giveaways, on your white papers, in industry magazines and direct mail.
4. Make people want to scan. Your QR code may be within reach of a mobile device user, but what motivation does he or she have to scan? Your QR code must provide users with clear reason to make the effort. Use enticements like “Scan for special offer” or “Scan to read what others say about our product.”
5. Test and track your QR code. Use a variety of mobile devices from different angles and distances to ensure the QR code works on your ad or sales material. Once it’s running, track results to help fine tune future campaigns.
QR codes are easy and effective tools. The time to get onboard is now.
For more on 2013 QR code trends, contact Walt Denny Inc. at 630-323-0555, email firstname.lastname@example.org or visit www.waltdenny.com.