The Black and White of QR Codes
Even if you don’t know what a QR code is, you may have seen them around. A QR (Quick Response) code stores information much like standard UPC barcodes, only they hold much more data. Originally used by the Japanese automotive industry for quick scanning and tracking, today, brands use QR codes to direct consumers to all kinds of digital content.
Scanning
To scan a QR code, users must have a smartphone equipped with a code reader application (lots of free options from Apple’s App Store or Google Play). But what you need to know is who’s scanning. Here’s what ScanLife found about their audience:
– Males made up 69% of their audience versus 31% females.
– Android users accounted for 53% of scans versus Apple iOS users at 43%.
– The 25-34 age group had the most scanning activity (26%).
– The best QR code marketing campaigns directed users to video. The next best were application download, social media, loyalty program and contest.
What you need to create a QR campaign
As with every marketing campaign, you must have a clear goal. Ask yourself what you want to accomplish. Is it bringing more foot traffic into your business? Building brand trust? Extending social reach?
Once you know what your goal is, figure out what your offer will be. It’s important to make your offer compelling so the user has enough incentive to scan the code. A contest is an obvious choice, but don’t be afraid to think outside the box. For example, Starbucks allows customers to conveniently scan a code to pay at the register. McDonald’s recently added QR codes on packaging that leads customers to nutritional information. The possibilities are endless! Whatever content you choose, make sure it’s optimized for mobile formats. Since QR codes are scanned on the go, a mobile landing page will work best.
Making an informed decision
Though the advantages of a successful QR code campaign are many, there are some drawbacks. The biggest issue is that people aren’t very familiar with the technology. You could plan the best campaign in the world, but if people don’t know how to access your content, that will hinder your success. Plus, not all smartphones come equipped with a QR reader. Having to download one could be considered an inconvenience that leaves the not-so-tech-savvy a little out of the loop. Unfortunately, these factors are simply out of your control and can’t be accounted for in the planning process.
Make sure you have a way to track the progress of your campaign. The key to finding success is by testing different factors (e.g. code placement, landing page design, offer conditions). If you’re interested in testing a QR program for your business, FanPilot can help! Contact us at 1-888-234-0118 for more information.
http://www.digiday.com/brands/5-good-uses-of-qr-codes/
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