QR Codes are everywhere. As the hottest trend in marketing since social media, a lot of people are experimenting with this new technology. Like any experiment, some results work and some blow up in your face. This explosion of QR Codes in Fargo-Moorhead has generated some good ideas, but more often than not, has wasted my time as a consumer.
Here are common mistakes I’ve seen companies make with QR Codes. With some quick, easy fixes, you can avoid these pitfalls and improve the customer experience.
Mistake 1: Put a QR Code on a Billboard or on a Moving Screen
What’s Wrong with this Picture: QR Code readers are for mobile devices. Phones and driving don’t mix well. Putting a QR Code on a billboard invites people to scan while driving. That’s downright dangerous. You can make the argument that these companies intend for passengers to be scanning the text, but there’s no way to stop a driver from doing something stupid. Furthermore, it’s hard to scan these codes when you or the code is in motion. For that reason, avoid placing QR Codes where people or the media are moving.
Do this Instead: Use an easy-to-remember Web address. Billboards and TV are tried and true media when it comes to recall. If the impact of the message is there and your logo is present, there’s a good chance the ad will be a success. Add a simple Web address to invite your audience to learn more.
Mistake 2: Link the QR Code to Your Homepage
What’s Wrong with this Picture: Going to a company’s homepage after scanning a QR Code is sort of a letdown. Your ad drew them in. They acted. Now they have to surf your mobile website? QR Codes are an opportunity to give the customer something extra.
Do this Instead: Reward those who have taken the time to scan your code. Offer them an exclusive coupon or fun bonus content. At the very least, direct them to the page that features what you were selling in the ad. Keep your users connected to what you want them to buy.
Mistake 3: Neglect to Mention Where the QR Code Goes
What’s Wrong with this Picture: Luckily, I haven’t been sent to any sort of malicious websites when I’ve scanned ambiguous QR Codes. But there’s no denying that the Internet, for all of its splendor, has made consumers a little more leery when it comes to surfing the net. Even if users trust your brand, failing to mention where your QR Code will take them doesn’t entice them to scan it.
Do this Instead: Add a line of text that tells people why they should scan the QR Code or at least what they’ll be seeing. Even something as simple as “learn more” clues them in as to what they should expect by scanning the QR Code. Personally, I think a QR Code should bring them one step closer to the sale or provide additional content.
Mistake 4: Use the QR Code as the Core Message
What’s Wrong with this Picture: I didn’t get my first CD player until 1998, so I know what it feels like to be behind the times. Unless your ad specifically targets smartphone users, featuring a QR Code ostracizes those who might not have the latest gadgets. Most companies want to present themselves as current with the times, but don’t let a demonstration of your technical prowess block your customer service.
Do this Instead: Pair your QR Code with another call to action. It could be a Web address, email address or phone number. In the next five years, when most people have smartphones, the other methods of contact could be dropped. Until then, be inviting to everyone in your audience. Use multiple contact points.
Mistake 5: Your QR Code Doesn’t Work
What’s Wrong with this Picture: Nothing leaves more egg on a company’s face than having a QR Code not work. Using a QR Code says a company is tech-trendy. A broken QR Code says the opposite. It tells people that instead of being ahead of the curve, your brand is desperately playing catch up.
Do this Instead: Get proofs. Some print materials might not be as crisp and could throw off the code. Once you get a proof, pass it around the office. Hopefully you have employees with both iPhones and Droids. At the very least, be sure what the end-user gets is what you’ve tested.
QR Code technology is cool. Like social media a few years ago, QR Codes will make the leap from temporary trend to marketing mainstay. As more and more consumers buy smartphones and more and more companies use QR Codes, the way we use them must be refined. QR Codes are a great tool. We just need to use them better.