What is a QR Code & How Can I Use it?
QR codes have become a huge tool in the marketer's arsenal, a bridge connecting the physical world with the digital realm. Let’s be real - QR codes have COVID to thank for their popularity because if people wanted to order food, they had to learn how to use one for a while! However, their utility extends beyond just being a novel gimmick; when utilized effectively, QR codes can significantly enhance marketing strategies, offering seamless user experiences and valuable data insights. Unfortunately, despite their potential, many brands misuse QR codes, leading to missed opportunities and, user frustration. This blog post aims to demystify the proper use of QR codes in marketing and shed light on what to avoid.
The Proper Use of QR Codes
QR codes can transform how businesses interact with their audience, offering a direct route from traditional marketing materials to digital content. Here are some effective ways to use QR codes:
Physical to Digital Bridge: The essence of a QR code's power lies in its ability to link physical items (like flyers, product packaging, or billboards) to online resources. This can include menus, instructional videos, or exclusive offers. The key is to provide immediate value that enhances the customer's experience or offers additional information they can't get from the physical item alone.
Event Engagement: During events, QR codes can facilitate a smoother experience for attendees by offering easy access to schedules, maps, or even instant registration for sessions or giveaways. This not only improves attendee satisfaction but also reduces the need for physical materials.
Product Authentication: Luxury goods and premium products can benefit from QR codes by providing a straightforward method for customers to verify authenticity and learn more about the product's origin, enhancing brand trust and transparency.
Feedback Collection: Embedding a QR code that leads to a feedback form on product packaging or receipts can simplify the process of gathering customer insights, leading to higher response rates and more actionable feedback.
The Misuse of QR Codes in Digital Posts
Despite these valuable applications, QR codes are often misused, particularly when people use them in digital posts like websites, social media posts, or e-blasts. Here are some common examples:
Redundancy: Placing a QR code in a digital ad, social media post, or email can be redundant since users are already online and can click a link.
User Experience Hurdles: Expecting users to scan a QR code from a screen with another device disrupts the user experience. It introduces unnecessary steps when a simple hyperlink would suffice, potentially deterring engagement.
Missed Contextual Opportunities: Using QR codes without a clear value proposition or without considering the user's context can lead to confusion and disinterest. For instance, a QR code that leads to a general homepage rather than a specific offer or piece of content misses the opportunity to guide the user's journey effectively.
Best Practices for QR Code Usage
To avoid these pitfalls, here are some best practices for incorporating QR codes into your brand strategy:
Offer Clear Value: Always ensure that scanning the QR code provides immediate and obvious value to the user. This could be exclusive content, a discount, or a unique experience.
Optimize for Mobile: Since users will be using a mobile device to scan the code, ensure that the destination is mobile-friendly, with fast loading times and a streamlined user interface.
Track and Analyze: Use tracking URLs with your QR codes to gather data on scans, including when, where, and how often they're used. This information can help refine your strategy and better understand your audience.
Educate Your Audience: Don't assume everyone knows how to use QR codes. A brief instruction or call to action, such as "Scan to learn more!" can make a difference in engagement rates.
QR codes hold immense potential for creating seamless, engaging experiences for customers. However, like any tool, their effectiveness comes down to how they're used. Most of the time brands have good intentions but bad execution when it comes to using QR codes. My #1 rule is to stop and think, how will someone be viewing this - if the answer is on their phone, iPad, or computer - then a QR code is not the answer. If you need help incorporating QR codes into your signage, brochures, flyers, or other physical marketing pieces - contact me today for help!
