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The 5 Rules of QR Codes
The ongoing fascination with QR codes does not necessarily mean that everyone implements them correctly. To make sure that your QR Code campaign works, you may want to read these following five rules:
“Rule No. 1: Your QR Code Must Lead to a Mobile Landing Page
This is the most important rule regarding the use of QR codes, yet it is often ignored by companies who are attempting QR campaigns. If you do not have a mobilized landing destination, the instant nature of the scan is voided by slow load times, poor formatting and cumbersome browsing.
Breaking the Rule: Neustar, who ironically produced an ad campaign regarding (and using) QR codes, violated the most important rule of this mobile technology. When scanned, the QR code (above left) leads to a non-mobilized website that is nearly impossible to navigate. While the content on the site may be valuable, its presentation on a mobile device offers an extremely poor mobile experience. Even those who had a strong interest in the product would likely take one glance at the webpage on their phone and press the “back” button on their browser.
Keeping the Rule: Ketchum did an excellent job with their print advertisement that contains a QR code (the full ad can be seen on the mobile site). The QR code (above right) leads to a fully branded, functional mobile website, complete with relevant articles and even social links. This is an excellent example of how to serve users with a great mobile experience that will be sure to leave them with positive brand recognition.
Rule No. 2: Have a Clear Call to Action
QR codes are beginning to penetrate many traditional forms of media. As they become more visible to the general public, it is important to give users a reason to scan rather than leave it to chance. A strong call to action, such as “scan here for an exclusive discount,” is a surefire way to get people to scan your QR code.
Breaking the Rule: A recent Lighthouse Realty QR campaign directs individuals to a mobile webpage with property information and pictures. Although the code is fully functional and leads to a formatted page, it lacks a call to action. There is nothing prompting a potential customer to scan the code. When presenting a QR code, it is important to offer an incentive to scan, rather than just rely on the novel quality of the technology.
Keeping the Rule: Patterson-Schwartz recently ran a print advertisement that has an excellent call to action. Complete with a catchy tagline and simple instructions, the use of the QR code ensures that people have a reason to scan the code and have a positive experience on the mobile website thereafter. Additionally, the QR code leads to a fully branded mobile website—an ideal landing page for those looking for real estate information on-the-go.
Rule No. 3: Offer Value through Your QR Campaign
This rule pertains to what happens after the scan, and what ultimately leads people to a purchase or participation. The mobile landing page (Rule #1) is the first impression, but appearance isn’t everything. Your QR code must offer value in some way, whether it be an exclusive offer, content or information.
Breaking the Rule: NYC.org broke a few major rules when they implemented a QR campaign encouraging New Yorkers to “be fit.” The QR code, which was published in various papers throughout NYC, led to a non-mobilized Department of Parks and Recreation page. In addition to leading to a non-mobilized page, the campaign doesn’t offer any value to the user. The homepage is cluttered and offers no advantage to a mobile user looking to get some quick information or an exclusive offer.
Keeping the Rule: Dynamite offered excellent value through its QR campaign by giving users the chance to win $50 just for scanning the code. The already strong value of the campaign was amplified by a functional, well-designed mobile landing page. Even if you weren’t a winner, the mobile site offered 20% off your next purchase. The campaign had all the qualities that a good QR offer should, most notably the incentive it gave customers to walk into the store.
Rule No. 4: Do Not Use Free QR Codes…
…without proper reporting. Reporting the results of your QR campaign is essential to improving the success of your effort. By having the tools and insight to spot trends and patterns, you can better tailor your campaign. Additionally, free QR codes are static, meaning they can only lead to one destination once they are created. This means that should you want to change the content that you put in your QR campaign, you must create an entirely new QR code. Printing, additional costs and logistics can make this process extremely difficult. With a medium as direct as QR codes, it is essential to stay on top of current trends in your campaign to continue to deliver relevant, valuable content.
Breaking the Rule: Quikqr.com is one of the many sites that offers simple, quick and free QR codes that can lead to any URL. Despite the user-friendly nature of the service, their QR code technology ends once the code is generated. After the code is produced, a user has no means of tracking scans and activity. Missing out on this valuable data is detrimental to the campaign and can leave many opportunities untapped. While these QR code services are convenient, they are not ideal when implementing a well thought-out QR campaign.
Keeping the Rule: The Life in Mobile™ IntelliCodes Platform has a built-in tool to monitor and report scans for any QR campaign. These detailed reports, combined with the flexibility of the IntelliCodes platform, enable companies to adjust QR campaigns on the fly and pick up on valuable user data and patterns. QR codes are inherently instant and work in real-time, so it is essential to record results and reflect trends in the next phases of your campaign.
Rule No. 5: Keep the URL Short
While this may seem like a minor point, having a long URL can harm your campaign by making it difficult to accurately scan the QR code. When dealing with QR codes, the clear advantage is their inherently instant nature. Having a long URL may inhibit this quality, and it is extremely easy to generate a short URL.
Breaking the Rule: Ralph Lauren recently ran several QR code print advertisements that prompted users to shop online. Although the mobile website, call to action and value were well executed, the mobile URL was left relatively long. This long URL created a more complex QR code that could have possibly alienated scans from less advanced devices. The long URL would also be difficult to include in an SMS campaign that would require a character limit. Though this aspect did not make or break the campaign, an easy fix to this long URL could have made it a more complete effort.
Keeping the Rule: Recently, The New York Daily News and P. C. Richard & Son teamed up with Mobile Card Cast to create a print advertisement featuring a QR code. The sweepstakes prompted users to scan, text or enter the short URL for a chance to win prizes. Although there were several, long URLs that could have been used, the QR code resolved to nydnpcr.lim.bz—a shortened URL. This makes for a small, easily scalable QR code, and also gives the flexibility to include the link in a text message with limited characters.”
For the full, original article on QR Codes
For me the most important with your QR campaign (or any other element of your mobile campaign) is to make absolutely sure you add value. A customer ‘on the go’ is one that wants timely, quality offers that do not waste time. Make sure you deliver on this.
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QR Codes Are Indeed Everywhere
It seems like we see QR codes everywhere: on bus ads, fast food wrappers and product packaging. One of my personal favourite uses was on a box of Christmas lights that linked to a video showing what the lights actually looked like in action.
Qr Codes. Less than a year ago, we barely saw them. Now they are absolutely everywhere. You can see them on billboards, bus ads, product packaging and fast foods. There is a QR code on a box of Christmas lights that is linked to a video which shows you what the lights actually look like on a house.
QR codes are so easy to implement they can literally be put everywhere. Here are 5 uses for QR codes that are guaranteed to surprise you:
“1. Gravestones
Want to let people learn more about your loved one when they visit his or her gravesite? By adding a QR code to the headstone, let visitors see photos, videos, and biographies of the person at that eternal resting place. The quirky practice started out in Japan, where you can find QR codes just about everywhere, but a Regina company has taken up the practice and is introducing QR codes onto their memorials, too.
2. Virtual grocery store
If you find yourself too busy to visit the grocery store, or feel like you’re wasting time, Tesco Home Plus in Korea has a solution. In order to be more competitive in the grocery market without getting more retail space, Tesco introduced the virtual grocery store. Subway riders can walk up to virtual shelves on boards in stations and scan the QR code below the picture of the product they wish to purchase. Once the users have finished compiling their shopping list, they pay via phones, and the groceries are delivered to their homes.
3. As a tattoo
Not just any tattoo, mind you. Tattoo artist K.A.R.L. created what he calls (and probably is) the first-ever animated tattoo. He created a design for his willing victim that had a QR code carefully incorporated into it, and live-streamed the tattooing process online. Watch this video to see what happens when he uses a QR code reader on his iPhone to read the tattoo:
4. Airport bathrooms
Certain bloggers out there are adamant that QR codes just don’t belong in a bathroom. After all, the implications of handling a cell phone in the lavatory are unpleasant, to say the least. But an airport in Phoenix, Arizona, is using them in its facilities as a way to keep things cleaner.
“You scan the QR code and it texts someone in our facilities staff and then they send a cleaning crew over,” said Julie Rodriguez, public information officer for the Sky Harbour International Airport in an ABC15 story.
5. In place of banned art
When Fredericton city hall asked artist Jeff Crawford if he had any ‘non-nude’ art to display, it probably wasn’t expecting a QR code in response. The photographer was given the opportunity to display one of his works as a part of the Fredericton Arts Alliance’s Artists-in-Residence program. He was asked for a replacement piece, however, when his portrait of a woman lying in a stream with a breast exposed was deemed inappropriate. He cleverly got around organizers’ discomfort with having nudity displayed in city hall by creating a QR code instead. When visitors scan the code, they can see the original art piece displayed on their phones.”
For the complete article on QR Codes
What do you think about these ideas for QR codes? Do you have any ideas where you might want to send your QR codes? We would love to hear what you think about the QR craze.
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Have You Gotten Caught In QR Quicksand?
As with any new technology, QR codes has had its share of problems. What this means is that consumers who have had a bad experience may be reluctant to scan your QR code.
Here are some tips to help alleviate the problems to date with QR codes:
“A direct marketing approach works best with QR codes. When using this approach, act is if you’re marketing to a single person. You should have an ideal target customer that meets a certain profile. The best strategy is to give away quality information. Make sure the webpage is different from the the flyer (or other printed material). Consumers are bombarded everyday with poorly designed QR code advertising campaigns.
You should give a reason for scanning the QR code inside your marketing materials. For example, display a message above or below the QR code image that offers a reason to scan the code. Because of experiencing poor quality campaigns, customers are feeling more reluctant to scan QR codes. Perhaps the previous code he/she scanned linked to a webpage that was exactly the same as the flyer they were looking at. Don’t do this
Your should keep your logo off the linked webpage, move it to the bottom, or keep it really small. With direct marketing, it’s not about you or brand building. Keep the focus on the customer. Offer information that solves a problem they have. Or, offer the promotion that is of a great value.
It’s vital to make sure the webpage in which the code links to is mobile friendly. That is, there is no scrolling left to right and the user doesn’t have to zoom in and out to see the webpage. If your ‘call to action’ is for the customer to call your business, make sure it’s really easy and has a “click to call” feature.
You must be careful when linking video from QR codes. Many smartphones fail to do a good job when playing video. Some phones don’t support some video formats and others take considerable time to load. In addition, the user’s internet connection may be too slow.
I suggest providing text content with an image link to the video if the user wants to see it. Also, go with a smaller resolution such as 800 by 480 pixels. This will keep the file size smaller and the user will have an easier time loading it. The device should be able to adjust the display to properly fit the screen. Therefore, a 800 x 480 will be large enough for Android devices with larger screen sizes while keeping a smaller file size that’s easier to stream.”
For the original article on QR codes
A QR code campaign is easy and effective but only if you do it right. Make sure that you implement your QR code campaign and also make sure that your target is open to using QR codes. If you do both of these things, you will delight in your QR successes.
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QR Code Campaign Lessons From a College Campus
We are all learning about how to mobile market and QR codes are no exception. Here is a really great article which outlines a QR code experiment on a college campus and the lessons learned.
“ A little while ago I got the opportunity to craft a QR code experiment on the OU campus. The premise was simple: Improve the campus discovery experience for prospective students.
In other words the idea was to digitize, improve and share data about the sooner spirit to future sooner. Campus wide QR implementation meant to serve two main goals:
We chose to use camp crimson as our test field. For your information, camp crimson is a freshman immersion camp where the incoming class learns about campus and campus life.
This article is more like a diary of the things we learned during the process. After the whole experience, here are the five rules (in my opinion) that should guide you in the process of creating a QR campaign.
To see the full original article on QR Code Campaign
When I worked, many moons ago, at BBDO Europe Phil Dusenberry used to say that ‘execution is strategy’. While this is very much the case with all creative, it is particularly true with your QR Code campaign. Attention to detail and how you execute will make the difference between success and failure.
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Why Everyone Is Talking About QR Codes
QR Code Campaigns appear to be drawing quite a bit of attention in the press lately. I wonder sometimes if this is because everyone understands that ‘mobile’ is important but they don’t really know what to do about it. People can’t talk about ‘how to make a mobile app’ or even ‘how to make a mobile website’. Talking about QR codes is probably the easiest way to talk about mobile marketing.
I did recently run across this article posted by Katy Ryan Schamberger which is probably the best, most practical all-around advice I have seen on how to create a successful QR Code.
“1) Plan and define. When you began using Facebook, Twitter or any other social networking site, you created a plan first, right? After all, you don’t want to simply launch your brand into the social space without defining your goals and objectives. The same is true for QR codes. As you begin your campaign, carefully think through the purpose of the code by considering these questions:
2) Create a call to action. Consider your QR code as yet another gateway to your web presence. Perhaps you want to create an incentive, such as a certain discount or reduced price when consumers scan the code. If you opt to incentivize the experience, make sure you clearly explain the incentive in the literature that accompanies or displays the QR code.
3) Consider the user experience. QR codes may be small, but their design and interface is no less important than your website. Many QR codes don’t work because they’re not able to be scanned, or are placed in a poor locale (like a billboard) that doesn’t encourage prolonged interaction—or any interaction, for that matter.
Design options exist if you’d like to create something that’s more colorful and eye-catching than the traditional black and white code. A number of free tools exist, too, to help you generate your own QR code. Again, keep the user in mind—don’t create a code that’s so complicated it won’t scan. Sure, it might be pretty—but if it doesn’t work properly, it’s useless.
Think about what’s on the other side of your QR code, too. It’s best to send users to a landing page or mobile version of your site. Are those materials well designed and up to par? I’m a stickler for user experience, so ensuring that each step of the process is thoughtfully created will translate into positive results from your target audience—and the higher likelihood that your QR code will continue to deliver results over a long-term period.
4) Measurement. Just as you monitor analytics from your Facebook page, LinkedIn profile or website, you’ll want to keep an eye on user statistics throughout the life of your QR code campaign. Try not to get bogged down in daily scans and other smaller numbers. Instead, focus on a longer-term period to ensure that your QR code continues to drive engagement. If you notice 0 scans, or a sharp decline in activity, you may want to implement additional testing of your code—and its related collateral—to ensure that everything is working properly.
If you’re considering a QR code campaign as a long-term option, keep the content in mind. Your actual code doesn’t necessarily need to change, but you’ll want to periodically update the content that’s received once someone scans the code, especially if you’re targeting repeat visitors. In this way, QR codes are similar to blogs. You wouldn’t expect someone to continue to visit your blog if you don’t post any new updates. The same goes for QR codes. Rotating a fresh supply of content will encourage people to scan your code more than once, increasing the chance that they’ll become a long-term customer—and even a brand ambassador.
5) Be creative! As you create and fine-tune your QR code campaign, don’t be afraid to be creative! Consider some of these ideas from Fast Company magazine, including a scavenger hunt, storefront displays, laptop stickers and T-shirts. Let’s say you own a gallery. You could create QR codes that would be displayed by each piece of art, giving gallery visitors a digital gateway through which they can purchase the piece, learn more about the artist and see other work, too. The great thing about QR codes is that they’re tiny but powerful—you can pack a lot of information into the site that’s connected to the code, giving users a rich, informative experience that inspires them to learn, connect and buy.”
To see the full original article about QR Codes
A QR code is not something you just slap up in the ‘hopes’ it will work. With a bit of planning you can move the dial from good to great. One thing is for sure. QR Codes provide an easy, inexpensive way for all businesses to tap into the frenzied growth of the smartphone market and provide an interesting bridge between the offline and online world.
Have you used a QR code? What experiences have you had with your QR code campaign? We would love to hear about it here.
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College Students Flunk QR Codes
I recently noticed that my Ivy League attending daughter looked at me with confusion when I spoke about QR codes. It is ironic that the mobile marketing in almost everywhere is led by the 18-24 year olds. They tend to have a higher propensity to buy on their smartphones and they have led the way in text messaging as well as overall mobile usage. But QR codes leave them cold.
Helen Leggatt tells the whole story:
“ When Archrival surveyed over 500 students from college campuses across the US they found little enthusiasm for QR Codes.
The little black and white pixilated squares were largely ignored, even though 81% of students had a smartphone and 80% had previously seen a QR Code.
So why the lack of interest? According to Archrival’s results it would appear that while the studious survey respondents were clever enough to get in to college, just 21% managed to scan a QR Code example presented to them.
Difficulties arose because some believed all that was needed was a camera and were not aware that a third-party app was required. Many got bored with the process as it took too long and others didn’t want to download the scanning app.
“These are serious barriers marketers must account for and overcome if they plan on incorporating QR codes into any strategy that targets young consumers,” says Archrival Brand Manager Don Aguirre. “Remember, when it comes to trends, especially those in the tech fields, adoption doesn’t trickle down to college students but rather the other way around. The college campus is what drives our popular culture — always has, always will. Without adoption or buy-in from this segment, a product will continually struggle for relevancy.”
Moral of the story? Don’t assume that the younger crowd is on the forefront of all things mobile. And if you have a QR Code campaign, you can safely expect only modest results to your college age target.
Have you had any experiences that back this Archrival study up?
To see the full original article about QR Codes.
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So people are getting used to seeing those funny little ‘black and white’ boxes known as QR codes. They are everywhere. You can find QR codes on billboards, in magazines, books, coffee mugs, clothes and even on food.
But it is unclear if marketers are really using QR codes to their maximum. And the danger is that consumers might get bored with QR codes if they keep getting led to the same old boring old places.
Here are some tips from Adam Green of how you can spice up your QR code campaign:
“Consider new types of engagement
When experimenting with any new marketing tool, it’s easy to just use that tool the same way everyone else uses it.
And why not? A simple bandwagon approach shows that you’re keeping pace with the trends and responding to your competition through similar use of the same strategies.
It sounds fine, but if typical QR code use in your industry involves little more than sending users to the home page of your site or to the company blog, you may want to rethink the bandwagon approach and come up with something more engaging. Find out how other industries are using the codes. Do scans give users access to exclusive content? Are they using video? Signing users up for mailing lists?
Giving people something they can’t get anywhere else encourages them to scan your codes. It also clarifies the value of your offer and distinguishes you from the masses.
Tell your audience what it’s getting.
What better way to demonstrate value than stating it up front?
Instead of just printing a tiny QR code on one of your ads, why not add a short description of what users are going to see upon performing a scan? If it’s something they’re likely to want, you’ll enjoy more conversions.
Try using the QR code as a call to action. For example, after viewing an ad, make it clear that the viewer’s next “step” is to scan the code.
Pick the right moment
Ask yourself when your audience is likely to encounter your QR codes. Keep in mind both time of day as well as setting.
Let’s say someone scans your code in a crowded environment. Is sending him or her to a short sales video really a good idea? After all, when there are lots of people around, it could be difficult to hear what’s going on in the video.
Or what if they’re scanning the code in a quiet place – a waiting room, for instance – and can’t listen to a video without disturbing others around them?
Tailoring your content to the appropriate time and setting is key to effectively engaging your audience.
Consider a brandable solution
If you’re consistently delivering value, consumers will develop a positive association with your brand. But when it comes to QR codes, that familiar smattering of black and white pixels doesn’t exactly encourage brand awareness. Instead, most advertisers’ 2D barcodes look like every other advertiser’s 2D barcodes.”
For the original article on QR codes
For me a QR code is a unique marketing tool because it has a built-in element of mystery and intrigue. It seems a shame to squander that potential by always serving up the ‘same old, same old’. Make sure you really think your QR code campaign through carefully. Don’t try to play it too safe and try to really apply as much imagination as you can. Your consumer will love you for it.
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Fun and Folly With QR Codes
I really had some giggles reading this article by Maura Neill outlining QR Code Mistakes. They are really well worth sharing in their entirety. And remember that despite the laughs, there are some really excellent lessons about QR code implementation contained in here:
“A few months ago I was in Boston, strolling down the famed Newbury Street after dinner with friends, and lo and behold! a QR code…in a second story window. Try as we might, we could not scan it.
Fun and Folly With QR Codes
We even returned in daylight the next day and no luck. Lesson: test your QR code placement.
Last week I was driving down the interstate near Atlanta, and as I flew past going 65 MPH (okay, maybe more like 80), I glimpsed a QR code…on a billboard. It was huge and probably scanable, had I been standing stationary on the side of the road. However, I don’t plan to ever be stationary on the side of the interstate – and if I am, I will be looking for a tow truck, not a divorce attorney so said billboard QR code would be useless to me. Perhaps if you’re in Times Square and the majority of the traffic is on foot, but not in a rural area with the majority of your traffic flying by at nearly 100 MPH. (Similarly, I am continually frustrated by QR codes on vehicles, most of which I will never see parked, and scanning while driving is, in my opinion, even more dangerous than texting…] Lesson: consider your audience and where/how they will be encountering your QR code.
Probably the funniest QR code usage I’ve seen (and by “funny” I mean “really?!”) is a local REALTOR® who has a QR code on their website’s home page that leads to…their website’s home page. If it led somewhere cool, I may forgive them for posting a QR code on their site, but really, why do you need a link on your homepage that leads back to the same place? And if you need to link to something on your homepage, why not just use an image as a hyperlink? There’s no reason for me to pull out my iPhone, launch the QR reader app, and scan my computer screen. Lesson: don’t annoy your potential customers with, well, ridiculousness.
Switching gears, here are a few ways I’ve actually seen QR codes used well – they are not all real estate-related, but they show that there actually are some interesting, fun, and imaginative uses for these little buggers:
The Atlanta History Museum has started using QR codes in selected exhibits, specifically their recent celebration of Atlanta Magazine’s 50th anniversary. As you can imagine, 50 years of a monthly magazine yielded an incredible body of work to choose from for this exhibit – their use of QR codes allowed them to be extremely selective about what they included in the physical exhibit, but also allowed visitors to continue their exploration of the exhibit online via their smartphones. Additionally, check out how this art gallery in Pennsylvania used QR codes for a recent exhibit – proof that surprising your audience with the unexpected is good thing.
Many wineries have begun including a QR code on their bottles or on special hanging tags – some just lead to the website (which may or may not be particularly useful), but other (more clever) ones lead to wine pairing suggestions, vineyard and grape-specific information, reviews and more! With the huge selection of wines available in every liquor store, grocery market, and specialty shop, I am often overwhelmed by the choices, and there’s not always a helpful wine expert around to assist me. It’s a handy and often informative guide, like having my own personal sommelier or pocket copy of Wine Spectator.
A few other novel and outside-the-box ways QR codes are being used:
Some REALTORS® are using QR codes in practical, if expected, ways – on fliers, yard signs, fliers, lockboxes.
If your market is an area heavily trafficked by pedestrians, why not include a QR code on your sign in front of your listing or on the flyer in the flyer box? Just be sure the QR code takes the consumer to the information they really want: the homes price, features and other important information. (i.e., not to your personal website or information all about you). Also, be sure the site the QR code leads to is mobile-friendly – you don’t want them to scan your code only to get an error message that the site cannot be accessed from a mobile device. If your market is tech-savvy and using QR codes makes sense, why not give it a whirl? You may get a lot of positive attention for being ahead of the curve if you’re one of the first to introduce them in your area. But I urge you to come up with unexpected ways to use them. Even if you’re the innovator in your market, what happens when everyone else catches on?
Let me start your brainstorming session with a few ideas for how YOU can use QR codes, starting today (you can thank me later!):
Oh – and here’s one more little tip: unless you’re looking to do something super-fancy with them, QR codes are FREE to create. In other words, any vendor who tries to charge you to create your QR code is ripping you off. Simply visit this handy little site http://qrcode.kaywa.com/ and create your own – you can choose whether you want it to lead to a URL, a phone number, 250 characters of text, or a 160-character SMS message. Then you can use them in whatever inventive, original, genius ways you come up with.”
Check out the full article on QR Codes
So if your QR code is boring (or worse non-existent?), what is your excuse?
Want to learn more about QR Codes and mobile marketing?
If you liked this article, please share this information with any of your friends or colleagues who might be interested in mobile marketing.
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