In the past several months it seems to be that more and more customers are asking about QR codes or are interested in implementing them into their marketing. I thought it might be a good idea to cover the background of QR codes, some common applications and a few best practices for their use.
Background
Traditional barcodes, like the ones scanned at the supermarket, only hold enough data to identify the product being scanning. A QR code, or Quick Response code, originally came from Japan and is a type of barcode that can hold more than 4,000 alphanumeric characters. This gives you the ability to store a significant amount of information in a small space. More data storage gives you the ability to share more information with customers, such as Web URLs.
To read a QR code, a user must have a barcode scanner that can read 2D barcodes, or a camera phone with the appropriate app installed.
While QR codes were initially developed for use in automotive manufacturing, the codes are now widely used in marketing, advertising and sales. QR codes bridge the gap between the typically offline world of print advertising and the online world. If you can print on it, there’s a good chance you can put a QR code on it. These square-shaped, black-and-white barcodes engage consumers in real-time marketing when they want it – meaning they’re more receptive to the information they receive. QR codes provide a dynamic and interactive element that compels your audience to take immediate action and engage with your brand. And lucky for you, QR code scans can be tracked, so you’ll know who your audience is, where they are, when they scan and what campaign is the most successful.
A newer development is Custom QR codes with images in them – these Custom QR codes vary in color, size and theme and can be branded with your organization’s logo or image of choice.
What’s in it for Me?
When deciding if you should use a QR code in your marketing, always consider it from the consumer’s perspective. Is this beneficial to the customer? How can you make the experience better or easier for them? I believe you should explain why the customer should click your QR code. Many times you’ll see a QR code printed on something with no explanation as to if it will take them to your website, register them to win a prize or RSVP them to an event.
Smartphones Users
The most common way of scanning a QR code is with a smartphone. Here are a few facts about smartphone users that should give you a better understanding of this new technology and the people who use it.
- Nearly 1 in 6 Americans owns a smartphone.
- One third of cellphones are smartphones.
- More than 85% of smartphone users check email or surf the Internet on their phone
- Cellphone users under 30, non-white or those with lower incomes use their smartphone as their primary Web browser.
What’s really interesting about these few facts is that smartphone users, and those most likely to scan QR codes, span a variety of ages, demographics and incomes. This means virtually any business can benefit by implementing QR code technology into their campaigns.
Best Practices
Like any marketing element, QR codes can be made more effective by using them in the right way. As the technology advances and becomes more commonplace, this list will evolve. For those new to QR codes, here are 10 good places to start.
Use a QR Code to let customers:
- RSVP for an event
- Download and use a coupon
- Fill out a survey
- Register for a prize
- Watch a product demonstration on YouTube
- Download a smartphone app related to your product
- Share content via social media
- Purchase a product online
- Compare prices at local retailers
- Read a review
The opportunities for QR codes are endless and we’ll continue to see them used more often in more places. That said, it’s important to remember that not everyone has access to this technology. However you choose to use QR codes for your own marketing campaigns, be sure your message doesn’t exclude non-smartphone users.
If you have any questions on how to better utilize QR codes for your own marketing efforts or if you need assistance developing exclusive content for your users to see, call us. We’ve been keeping an eye on this trend and have a lot of great ideas to help you implement QR code campaigns.