QR codes are a recent addition to the technologically-savvy marketing toolbox and have quite a bit of potential to generate awareness, spread information, and increase engagement among your audience.
But are you using them right? Like most things in life, there’s a right way and a wrong way. Check that. There are MANY right ways, and MANY wrong ways, so tread carefully lest you step on a virtual landmine while implementing.
- First, consider logistics. Your QR code must not only be large enough to be easily readable, but it also ideally should be on a stationary object. Why? Have you ever tried to scan a QR code on the bus you just missed as it lumbers down the street? Granted, the image of a QR code with your object will still generate impressions, but as for usability, exterior locations on moving objects are not worth the effort.
- Value is another aspect you should consider. What is the reward for someone to scan your QR code? Keep in mind the person has to pull out their mobile device, launch the QR reader, take a few moments to lock in on your QR code, and then wait for the Internet connection to pull up the linked information. Those are not overly burdensome steps, but they are enough to elicit the expectation that what lies on the other side of the QR code matches the trouble it took to scan it. So you’d better deliver.
What’s the pot of gold at the end of the QR rainbow? That’s your call: It could be an automated Facebook “like,” a discount coupon, an exclusive event invitation. The sky is the limit!