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Are QR Codes Dead? August 21, 2013

Filed under: marketing,QR Code — thisgirlsarah @ 8:49 PM
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tombstoneThe two most popular posts I have written on this blog have been about QR codes. I wrote the first post around the time they first came out in 2010. Three years later, the general consensus is that they are useless. Of course, that has not stopped them from appearing everywhere.

As a 24-year-old young adult living life, I always feel disappointed when scanning a QR code. If I am sitting a restaurant and see a QR code, I scan it expecting a discount, not a link to their boring website. I always anticipate a QR code helping me in whatever I am doing at the time and am let down time and time again with general content.

However, as a marketer, I have seen their success. The demographic I currently market to is truck drivers, therefore, my challenge is the fact that they either a) are never home or b) their home is the truck. As more and more drivers use smartphones, I’ve started testing QR codes with success.

The key is placement and content. Our most successful QR codes have been on ¼ size flyers people can pick up and take with them. They also have a promise at the other end, such as a chance to win something or to download our app. The app is especially successful because a smartphone is necessary to scan a QR code as well as download and use the app. It’s a perfect combination. Just like using a mobile marketing tool to market to a mobile demographic.

QR codes will die if not used appropriately. Haven’t we been taught as marketers that every successful campaign should have a call to action? Just sticking a QR code on a magazine ad is worthless unless there is an explanation, a chance to win a prize, or something beyond just a link to their website. Reward customers for doing the work to scan your QR code and you will also see a reward. They key is placement, content and the right demographic.

What has been you experience with QR codes either as a consumer or marketer?

 

Don’t make the QR code fail list March 6, 2012

Oh how I love Mashable.com. Yesterday, Mashable published an article titled “10 Funniest QR Code Fails,” a shortened version of the website WFT QR Codes. As both titles suggest, the article and website poke fun of the way people and companies use QR codes. Often, the strategies are not fully thought through.

About a year ago, I wrote a blog about QR codes.This was the first time I had ever been exposed to them and I wanted to learn more about them and how they were going to be applied in the future. In full disclosure, I was required to blog about industry news for my class, and my classmates were required to comment on each others’ blogs, but looking back, just one year later, it’s quite humorous to see how far QR codes have come! Here are some comments from my classmates as we first discovered QR codes:

As a class full of seniors, we were obviously fixated on the potential for QR codes helping us get jobs. They are still a great tool for networking and showing your knowledge of technology, but QR codes have become so much more than just a square with your email attached to it, as evidence by the WTF QR Codes website.

Marketers want to put QR codes everywhere. I actually had the experience of witnessing one of the fail images right near my home! The Air Force Reserve’s billboard had great placement- on a road off the highway and near a shopping plaza; however, the fact that it had a QR code was just asking for an accident to occur. Here is the image:

By the time you realize there is a QR code on the billboard, pull out your phone and open the application that reads QR codes, you have already crashed or driven past the billboard.

The key to QR codes is not to use them wherever possible because you feel you have to. I remember in my advertising class everyone tried to implement them into campaigns because it was the new thing, but a smart advertiser must consider:

1. Am I endangering my target audience by requesting them to use my QR code? (See above image.)
2. Will any one see this QR code? (WTF QR Codes shows some in areas that do not have cell service or are on top of buildings!)
3. Does my QR code offer new and important information? (Why would someone click on the QR code? Is there a coupon or exclusive content?)
4. Does a QR code fit with the nature of my product? (Don’t embarrass your consumers by making them scan a QR code to find out information about bed bugs!)
5. Is my QR code actually scannable? (The QR code shouldn’t be a moving target!)
6. Can the QR code be replaced by a hyperlink? (If you are online, using your phone to scan a code is far more work than clicking on a link.)
7. Does your audience know how to scan a QR code? (Chances are, older demographics do not.)

QR codes have great potential, but there has to be more work for consumers to fully understand how to use them and marketers to use them appropriately. We consumers can cope with the fact that there is not an opportunity to scan a QR code at the dinner table. Relax.

Before jumping on the QR code band wagon for a future campaign, think about the strategy, placement and value of your QR code. It’s great to indulge in the newest form of marketing, but it hurts to be included on “10 QR Code Fails”.

For more QR code hits and misses, read my earlier blog from Ozarks News Journal and check out Planned Parenthood’s #Wherediduwhereit campaign featuring QR coded condoms!

 

 
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