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5 rules to follow when using QR codes
QR stands for 'Quick Response' so they are the perfect direct marketing tool for the modern world and they clearly have huge application as we've seen in Japan. But is the potential of the QR code being used effectively in the UK? Could they be the perfect answer to the problem of how to drive online response through an offline channel?
A QR code is a like a barcode, but it holds more information. With a smartphone and an application to read the code (http://redlaser.com is a good one) your prospect or customer can instantly respond to your advertising. Before QR codes were available, some people would photograph posters to capture a copy of show times or contact information. It saved them typing in the details. But now the QR code is the ultimate timesaver and it is the quickest way to say ‘I'm interested, talk to me'.
Right now the UK market is leading the trend in adopting smart phones, and according to ComScore penetration of smartphones within the UK was at 28.5% in Sept 2010 and growing. Preloading QR readers on to smartphones will help increase their use but in the short term QR codes are a real opportunity that is waiting to be explored.
5 rules to follow when using QR codes.
Size matters
Make sure your QR code works. Test it in the environment it will be used in. Is it big enough? Can it be read? Your prospect will be very frustrated if they can't read the code, and may never come back. A top tip would be to shorten your url, use tiny url or bitly (http://tinyurl.com or http://bit.ly), the shorter the URL and the simpler the QR code, the easier it is for the QR reader to read. Do make sure you test the code in the same environment as your responders will be in.
This poster cannot be scanned, the QR code is just too small.
Educate the uninitiated
Although QR codes have been around for many years their use in the UK is only in its infancy. Few people know how to read a QR code or why they would want to do it. So explain how to scan the code and why.
Nivea have included instructions.
Think Smartphone web viewing
The Smartphone will drive the user to a page on your website, so make sure they can easily view the page on their phone. If it takes too long to load, or the text is too small, you may lose the attention of your responder.
A good example of a single minded landing page for the responder.
Use your leads effectively
Be clear about your objectives. Are you collecting data, selling, educating or building awareness? Whatever it is make sure your journey is seamless. If you drive someone to your website, then abandon them you may lose valuable customers.
No clear message from Clarityn means a missed opportunity
Think about location
Posters that you can quickly scan on the train or tube are great but in a packed train you need a very keen responder to get up close to the QR code to scan it!
Remember if your poster is on the tube where there is no internet connection, people will not be able to go online they will be saving the information to read at another time. And if your tinyurl isn't very descriptive they may not know what the link is for when they review their reader scans.
Someone scanning a charity poster, notice the surprise from fellow passengers
The link isn't descriptive enough for when it is reviewed later.
So, you can see that there are a few advertisers who are not using the QR codes to great affect but if you follow a few simple rules you can avoid their mistakes and make more effective use of this simple response device.
Final food for thought...
Fiat Street Evo
Here street signs are used in the same way as QR codes to get the target audience exploring the Fiat Evo it resulted in an 82% increase in test drives.
http://www.youtube.com/watch?v=FdkV_eU1B3c
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