OK, it seems like QR codes have been around long enough, they're not going away. You've probably seen them in catalogs or direct mail pieces. You may have even seen them on a tattoo. Some say QR codes are the wave of the future. Others argue they are just a fad. What's the truth? Should you be taking advantage of this technology? Let's look at the facts.
A Brief History
Originally used for tracking, the QR code—or "quick response" code evolved into something marketers could use to bridge the gap between print materials and the digital realm. This was made possible as more and more smart phones became capable of scanning QR codes. By placing a QR code on a print piece, the viewer can scan the code on his or her web-capable smart phone and be directed to the link immediately, rather than trying to remember the URL and typing it in manually.
Are People Using Them?
As sometimes is the case, technology precedes training. We've seen QR codes in all the wrong places: highway billboards, city buses, website ads, clothing and other places where scanning them would be very difficult. Well, what about when they're used in the RIGHT places? A recent study shows only about 1 in 5 college students were able to scan a QR code when asked. These were people who were motivated to complete the scan. An everyday audience will require a greater incentive.
Using QR Codes in Marketing
Should you be using QR codes in your marketing materials? Short answer, it depends. Here are some quick tips:
- Context - Place a title above your QR code or put a caption below it. Don't reveal the "punchline" in your writing. Remember, the QR code's job is to get them to a URL, not sell them on something.
- Placement - Put your QR code in a place that makes sense; somewhere people are likely to have their phones ready to make a scan. Moving targets are harder to hit.
- Value - Your QR should provide a valuable experience. Inexperienced marketers believe scanning a code with a phone is such a novelty they can get away with a gimmicky sales pitch. A QR code at a bus stop linking to routes and schedules creates value. Linking to a video tutorial in an insturction manual makes sense. Using a QR code to link to your homepage is kind of lame.
How to Create a QR Code
Before you go any further, make sure to setup a custom URL you can track, that way you can tell if people are using your code. And for goodness sake, make sure the site your linking them to is mobile friendly! Generating the QR code itself is actually pretty easy. There are several sites providing this service free of charge, for example QRStuff.com. One piece of advice when creating the code. If your URL is long, try using a URL shortening service like bitly. This will result in an image with fewer "blocks" and mobile phones will have an easier time interpreting it. Finally, place the URL near the QR code so those without smart phones can still access your content.
Final Thoughts
QR codes are a great way to link to digital content from print media. They can give your audience instant access to additional content and reinforce the value of your offering.
However, do not feel like you have to start using QR codes because it's the "thing to do". Like other marketing avenues, QR codes shouldn't be viewed purely as an asset. Misusing QR codes can be a liability. Remember when your mom tried to use slang when you were a teenager? Yeah, it's like that when you misapply QR codes to your collateral. Besides, resources might be better allocated elsewhere. I mean, why place a barrier between consumer and content if you don't have to? An out-of-place QR code can be distracting. Bottom line, it's about enriching the customer experience and with any effort it's important to ask if it adds value or diminishes it.