Proper QR Code Marketing

Qrezy · 27th Feb 2012, 04:17 PM

I'm curious about all of your thoughts on QR codes as tool for marketing. QR codes have been out for awhile, yet not many business have been using them properly. I want to share some of my experiences with running a QR code business and difference between using the codes properly and improperly.

QR codes can be a great tool, especially artistic ones that represent a brand, but I'd say marketers who want to use QR codes need to ask themselves a few questions.

1. What is the purpose of getting a QR code?
2. Who is the market?
3. How will it benefit the business?
4. Where will you place the code?

Purpose: The purpose of the code depends on the company and the reason for the code. If your answer is simply to pull in mobile users, you may need a stronger reason. So many so called QR code marketers mislead people into scanning for a website, when they can be used for so much more. Figuring out what the code to do for you is essential before moving on. If a brand is not sure how a code could benefit them they should consult proper QR marketers.

Who: Who is the target market? Don't say everyone. Like the well known marketer Seth Godin stated "If you try to market to everyone, you market to no one." Figure out who you want to reach with your product or service and also determine how you can get a specific demographic to scan your code. Pick a niche.

To give you all brief stats on the codes. The demographic for the most people scanning are male, between the ages of 18-34 and mostly urban areas.

Benefit: The codes should not be made to benefit the business, it should be to benefit the customers. Every brand is unique, yet most brand's keeps using the codes the same way.

For example a candy shop shouldn't post a QR code in the front of the store and have it go to their website. Why would someone want to go to a website of the shop? Are they really going to get more information about candy?

What I would recommend for the candy shop is to have a code relay to a discount for even scanning the code. Someone took their time to take out their phone and scan the code, they should be rewarded in some way. Another concept could be to have a code printed on flyers for the address or even allow people to pay on the go using the codes. Last thing I would recommend is to make sure the code can be updated. It's a great way to save money, rather than re-printing the codes on flyers, posters, etc.

Placement: Placement of the code is very key in determining if you will get scans or not. Unfortunately many QR AD's have not been very effective due to placement and lack of content. Below I have listed, just few examples and concerns with the placement of code.

Try not to put QR's on:

-Moving Vehicles
Reason: Difficult to scan a moving bus.
:Instead try putting a code at a bus stop.

- Highway Billboard
Reason: Difficult to scan while driving.
:Instead try putting a code on a billboard, where people are walking around rather than driving.

-Shirt
Reason: Shirts may seem cool, but shirts wrinkle, which overall make it harder to scan.

-E-mail
Reason: We can't decode a QR code through email.
Instead: Send a link.

-Text message/Mobile Message
Reason: Difficult to decode a QR code through a text message or message to a mobile phone.
Instead: Send a link if sending information to a mobile phone digitally rather than a QR code.

-Online
Now depending on where the code is relayed to, I don't see many issues with putting it online, but when a code is linked to page that your already looking at on your computer, I don't believe that is a good use. I believe if your going to put a QR code online at all it should be used to download an APP, get an address or something that is useful for mobile users. If the QR code goes to a non-mobile webpage I believe that is misusing the code and training people to not want to use QR codes in the future.

Conclusion:
I'm also a student of marketing properly so we've had to turn down potential clients that want to use QR codes improperly. Our goal is to help bridge a connection between customers and brands, not just get a few scans.

Again, I would really appreciate feedback, thoughts or concerns with QR codes as a marketing tool.

27th Feb 2012, 04:17 PM	#1
Qrezy Warrior Member Join Date: 2012 Location: California Posts: 1 Thanks: 0 Thanked 0 Times in 0 Posts	Proper QR Code Marketing Share on: I'm curious about all of your thoughts on QR codes as tool for marketing. QR codes have been out for awhile, yet not many business have been using them properly. I want to share some of my experiences with running a QR code business and difference between using the codes properly and improperly. QR codes can be a great tool, especially artistic ones that represent a brand, but I'd say marketers who want to use QR codes need to ask themselves a few questions. 1. What is the purpose of getting a QR code? 2. Who is the market? 3. How will it benefit the business? 4. Where will you place the code? Purpose: The purpose of the code depends on the company and the reason for the code. If your answer is simply to pull in mobile users, you may need a stronger reason. So many so called QR code marketers mislead people into scanning for a website, when they can be used for so much more. Figuring out what the code to do for you is essential before moving on. If a brand is not sure how a code could benefit them they should consult proper QR marketers. Who: Who is the target market? Don't say everyone. Like the well known marketer Seth Godin stated "If you try to market to everyone, you market to no one." Figure out who you want to reach with your product or service and also determine how you can get a specific demographic to scan your code. Pick a niche. To give you all brief stats on the codes. The demographic for the most people scanning are male, between the ages of 18-34 and mostly urban areas. Benefit: The codes should not be made to benefit the business, it should be to benefit the customers. Every brand is unique, yet most brand's keeps using the codes the same way. For example a candy shop shouldn't post a QR code in the front of the store and have it go to their website. Why would someone want to go to a website of the shop? Are they really going to get more information about candy? What I would recommend for the candy shop is to have a code relay to a discount for even scanning the code. Someone took their time to take out their phone and scan the code, they should be rewarded in some way. Another concept could be to have a code printed on flyers for the address or even allow people to pay on the go using the codes. Last thing I would recommend is to make sure the code can be updated. It's a great way to save money, rather than re-printing the codes on flyers, posters, etc. Placement: Placement of the code is very key in determining if you will get scans or not. Unfortunately many QR AD's have not been very effective due to placement and lack of content. Below I have listed, just few examples and concerns with the placement of code. Try not to put QR's on: -Moving Vehicles Reason: Difficult to scan a moving bus. :Instead try putting a code at a bus stop. - Highway Billboard Reason: Difficult to scan while driving. :Instead try putting a code on a billboard, where people are walking around rather than driving. -Shirt Reason: Shirts may seem cool, but shirts wrinkle, which overall make it harder to scan. -E-mail Reason: We can't decode a QR code through email. Instead: Send a link. -Text message/Mobile Message Reason: Difficult to decode a QR code through a text message or message to a mobile phone. Instead: Send a link if sending information to a mobile phone digitally rather than a QR code. -Online Now depending on where the code is relayed to, I don't see many issues with putting it online, but when a code is linked to page that your already looking at on your computer, I don't believe that is a good use. I believe if your going to put a QR code online at all it should be used to download an APP, get an address or something that is useful for mobile users. If the QR code goes to a non-mobile webpage I believe that is misusing the code and training people to not want to use QR codes in the future. Conclusion: I'm also a student of marketing properly so we've had to turn down potential clients that want to use QR codes improperly. Our goal is to help bridge a connection between customers and brands, not just get a few scans. Again, I would really appreciate feedback, thoughts or concerns with QR codes as a marketing tool.
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