In a recent post, Jonathan wrote about QR codes as one of the hot trends of 2011. For the record, I completely agree with him. It seems like every brand is trying to add a QR code to their latest campaign. What drives me crazy is the fact that many of these brands don’t seem to understand the technology or how to put it to use effectively. You can tell that many product managers and marketing directors are simply dictating that QR codes be part of their marketing efforts… regardless of whether or not their target is using QR codes or smart phones, or if the code serves a real purpose.
Before you begin using these codes, please be sure that the content they point to is exclusive and the site or landing page is optimized for mobile viewing.
EXCLUSIVE CONTENT
To maximize your results, your QR code should link to exclusive, valuable and engaging content. You should be trying to enhance the user’s experience with your brand. Do not use a QR code if your message, call-to-action or content can be delivered without one. And don’t just link it to your standard webpage. (I can’t tell you how many times I’ve seen this.) If a person can click a hyperlink to receive your payoff, then don’t make them scan a code.
It isn’t the easiest thing in the world to scan one of these codes. If you’ve got a person who is going to take the time to do it, make sure the payoff is worthwhile, and make sure you take them directly to the payoff. Because of the effort involved, the expectations are high. Make the payoff entertaining, educational or engaging (e.g., signing up for SMS, liking a Facebook page, watching an exclusive video, playing a game, receiving a special discount, getting tips, etc.)
Since these codes are still relatively new, and a high percentage of people don’t know what will happen if you scan it, it doesn’t hurt to include an obvious call-to-action so the audience is encouraged to actually scan the code.
OPTIMIZATION FOR MOBILE VIEWING
Now that you’ve got your hook, make sure the website or landing page that your QR code links to is optimized for mobile devices. QR codes are mobile. Your content has to be mobile as well. If the content is hard to read or interact with on a small screen, people will leave. And, make sure your landing page is clear about what you want the user to do.
QR codes are great for enhancing a brand’s relationship with a customer or prospect. However, a poorly executed QR initiative can really turn off the audience and even cause damage to your brand. Your brand will not look cutting-edge and hip just because you have a QR code in your marketing materials. Have a smart plan on the front end and you’ll reap the benefits on the back end.
– Stephen Weinstein, EVP, Director of Account Management
