QR Codes are having a moment. And it’s about time. “Quick Response” codes have been around for years. But early technology was clunky, required you to download a special app, and frankly, people really didn’t understand how to use them, so their potential went unfulfilled.
Enter COVID 19, and we now have the first killer app for QR codes.
When local restaurants were first allowed to serve guests in Portland, we sat at a table with a QR code printed on a postcard. It said Scan Me to see our latest menu. It worked great. We were viewing the menu in seconds and there was no sign of crusted over guacamole on it. It was kind of fun and everyone was doing it. Add in the fact that virtually all newer mobile devices have the QR reader app built-in now and you have a recipe for success.
Oddly, it took a pandemic to get America’s consumers on board using this powerful marketing technology. The public is now acclimated to using QR codes and you should immediately take advantage of the opportunity.
So what should you do with a QR code? Well, let’s remember the primary application of QR codes is to give people reading printed materials quick and easy access to your digital world.
QR Codes bridge the gap between print media and the web. They supercharge your print advertising effectiveness by taking away the delay involved when someone sees something of interest and then gets a chance to visit the website for more info.We have all done it. We see something in a flyer or an advertisement and say, “I need to check that out online.” A QR code can remove that lag time. It creates immediacy for your customer. People who see a QR code, and scan it, are instantly engaged in your message, ordering a product or signing up for more info. Isn’t that precisely what you want your advertising to do?
Here are a couple of guidelines to maximize the results you get from a QR Code:
Keep it relevant. Have the QR code link directly to the page that is related to whatever you are advertising. If you are an auto service center advertising brake jobs, don’t send them to your home page. Send them directly to the scheduling page so they can book an appointment. If you are a grocery store advertising your quality grass-fed beef, send them to the page on your site that explains why your beef is special. Don’t make mobile users have to navigate all over your site. Give them what they are looking for.
Make a sale. The point of incorporating QR codes in your print is to improve your conversions. You can tell the story in print, then when they scan the code, take them to a place where you can get a win. That can be any number of things. Maybe you send them to a special landing page, capture an e-mail so you can include them in your content marketing campaigns, or get them to submit a quote request. The options are endless, but get something from the user.
I saw a sandwich shop flyer recently where they dropped a QR code that took me right to their order screen. No apps to download or complicated navigation. Just Boom, and I was there. It was so easy.
Bypass your digital competition. Nothing is more captivating than when a prospect is holding something tangible in their hands. They are engaging with it physically and seeing what you want them to see. Don’t lose them by making them search for you on the web where they can see your competition. When you use a code, you bypass all of that. They see only you and that’s the whole point, right?
QR codes can be a powerful addition to your multichannel marketing program. Use them effectively and watch your web traffic grow, and your sales increase.
Would you like to integrate a QR code with your next print campaign? We would be happy to help. Just scan our code below now. Hold your phone up to the screen and take a picture with your mobile device. We’ll send you a code for free. ( Reading this on your phone? Just click the image )
