Used correctly QR Codes can be a powerful marketing tool. “What is a QR Code?” you might be asking: they are a square barcode-like mark that you might have seen around, and when scanned with a smart phone, they direct a person to a specific webpage, contact details or a message. This avoids having to enter a long website address and directs a potential customer directly to the page on your website that you want them to see. Here are six points worth considering before jumping on the QR Code bandwagon:
1. Is your audience using smart phones?
A good question to ask about any promotional campaign: “Who am I communicating with?” Before incorporating a QR Code into a promotional campaign think who is going to be looking at the ad and if they are likely to be using a smart phone.
2. Why should someone scan your QR Code?
Motivate people to scan your QR Code and then reward them for it. Too often QR Codes are placed in ads with no motivating text, in the hope that someone will scan the code, only to be taken to the company’s generic homepage. For instance, if they “Scan this code” they will get a “free coffee voucher” or “a sneak peek at our latest product.” Promise them something and then deliver on it!
3. Where does your QR Code lead?
Consider where you are sending people when they scan the QR Code, and tailor the destination to the message you are communicating. Your homepage may seem like a good place, but if you are communicating about a specific product or promotion then send people directly to that page. It is not ideal if the person has to rummage through your website; present the information you have promised in a clear and concise way.
4. Is your website optimised for smart phones?
This is a big one and a common pitfall. Is your website (or where you are sending them) designed to be viewed on Smart Phones? If they have scanned your QR Code then the website they arrive at needs to be easily viewed on their device, otherwise they may have just gone to the website on their desktop computer. We can help you design your website so that it displays appropriately on different devices (computer, iPhone, Android, iPad, etc.), this is called a ‘responsive website’.
5. What action do you want people to take after scanning the code?
Once someone has been motivated into scanning your QR Code and have arrived at a webpage that looks great on their mobile device – what do they do now? How can you convert this person into a potential customer? Do you want them to request a quote? Contact you for a meeting? Sign up to your email newsletter? Join your Facebook page? Deciding this will help convert potential customers into sales and provide you with clear goals to measure the success of your QR Code campaign.
6. Is there enough space in your ad, poster, etc. for your QR Code?
QR Codes need to be a certain size to work on most smart phones. The required size varies depending on how detailed it is, but we suggest a minimum of 25x25mm. Also, is the QR Code replacing information that would better serve the customer than a QR Code? Such as a motivating headline, contact details or images – be aware of what you are compromising to include a QR Code.
If you are interested in talking more about how your website works on smart phones, how QR codes can be incorporated into your promotion, or what motivation you could provide your potential customers then please contact us to discuss further.