Five Tips for Effective QR Codes
Give your customers a good mobile experience. Make sure that when your customers click on your QR Code they are directed to a site that is easy to navigate and renders properly on their small screen. Don’t think that you can just slap a QR code or tag on an existing package or promotional piece and think that you will be giving your cusstomers value. One of the fastest ways to turn your customers off to QR codes is to give them a bad QR code experience. This can happen by directing them to a traditional non mobile web site. If the site is not thumb friendly your customers will have a hard time navigating the site on small phone screen and likely leave and never come back.
Make sure that you are offering something of value for your customers. Don’t just send them to a site that repeats the information found on your package or promotional material. Your customer’s time is valuable and you should be offering something that they can’t find on the package or ad, like educational or humorous video worth sharing. Video is the number one use of mobile promotional sites for good reason. Well done videos let you educate and entertain without making the viewer work. Short videos of 45 to 90 seconds work well on mobile devices and let you give much more detail and explanation that you can in a post-card ad or other short traditional marketing communication.
Make sure that the QR code you offer can be scanned. Present the QR code you print using the least dense code possible. This can be done through the use of software and generators that create and optimize the best URL for the code you wish to deliver. Proper sizing of the code for the element you are printing on, or the location you are delivering the code is also important. The code should be physically large enough to be read but not so large that it takes up too much valuable real-estate on your marketing communication. The optimal size usually depends upon how far away the scanner is from the code to be scanned. For example will the code be scanned from a magazine ad, a poster, or from stadium screen.
Tell the viewer what is in it for them when they scan the code. You should always add a description of what the viewer will see when they scan the code. This gives them a reason to scan the code. – don’t just place it on your communication and assume that the viewer will know what it is there for. A short description next to the code usually is enough but you have to be very careful about what you say. Think of the description as a headline to an article. If the headline is not interesting no one will read the article.
Always use the codes as a way to further engagement. Once a consumer or prospect has scanned your code and gone to a well designed mobile site that offers value you have a great opportunity to get them to sign up for additional information or to share the information with their friends. By adding opt-in pages you can get them to sign up for new offers and content as it becomes available. The addition of share buttons for Face-book, Twitter, LinkedIn and other social media can rapidly help build viral word of mouth activity. The use of polls and quizzes also builds engagement and can give your viewers a reason to share.