QR Codes, short for Quick Response codes, are popping up everywhere from boxes of raisins to movie posters. These 2D barcodes originated in 1994 in Japan and are now spreading like wildfire, due in part to an increase in smartphone usage. Once scanned, they can take the user to a website, send a text message, display contact information, and much more.
In June 2011, 14 million mobile users in the U.S. (6.2% of the total mobile audience) scanned a QR or bar code on their mobile device, according to the latest research from comScore, Inc. Advertisers and brands cannot afford to miss the opportunity of being involved in such a highly engaging method of reaching consumers. Integrating QR codes into your existing marketing campaign is easier than you think, and can help increase campaign interaction and sales.
Location-Based Marketing Opportunities
With the increased adoption of QR codes, an entirely new industry of location-based marketing is now available to any business. An in-store QR code can be a way to get a discount on future purchases while allowing business owners to track the scans-to-sales ratio in order to gauge the effectiveness of different marketing strategies. Placing a QR code at a business can also be a simple way of list building for future marketing outreaches via SMS and email. Because consumers carry their mobile phones everywhere, any high traffic location is a new opportunity for getting exposure via a QR campaign.
Integrating With SMS Campaigns
One of the many advantages to QR codes is that they easily integrate with other forms of mobile marketing. QR codes let you pre-fill text messages, making it even easier for people to join your SMS campaign. Instead of having to remember what keyword to text to a specific shortcode, users can scan a QR code and have both fields prefilled. All they have to do is tap, send, and they’re done! This greatly increases the number of options and allows you to reach more potential customers without spending additional ad dollars.
I Wonder What This Does…
Many QR codes don’t describe what happens when you scan the code. This can work to your advantage since people are naturally curious. However, it’s important not to disappoint users once they do scan the code. Provide them with something of value, whether it’s a discount, an exclusive download, or even more detailed information about the product. As long as the consumer doesn’t feel like they have been tricked, your scan rate will increase with each new campaign.
Common Mistakes
Simply slapping on a QR code doesn’t mean you have a mobile campaign. Time and time again, these codes lead to pages not optimized for mobile devices, completely defeating the original purpose of the campaign. Other times customers are taken to a static ad with no call-to-action or other interaction. It’s important to understand that more than half of all QR code scanners are between the ages of 18-34, and they expect something engaging or beneficial when they scan a code. Disappoint them once, and most will never scan a code from you again.
Easy To Get Started
There are many services that generate QR codes for free, but that doesn’t mean you should go at it alone. Find a reputable mobile marketing partner and put a well-thought-out game plan together.
Use individual changeable QR codes that can be tracked by each location. This way you can track the effectiveness of both the campaign and the location you chose to place the codes. Making the end URL changeable allows you to optimize the campaign if something isn’t working as well as planned.
QR Codes work best when combined with a larger, cohesive ad campaign that includes SMS, email and print. The low-cost and quick set-up of QR codes allows any business to supplement their offline marketing with an interactive mobile technology, which is quickly becoming the most popular way to instantly reach consumers.
