Some might think the time has passed for QR codes on direct marketing pieces, but marketers can still benefit from using them. The important thing to remember is that QR codes are print- and mobile-centric. For best results, use them when the call to action is consistent with situations in which people will be using their mobile devices. Below are some ideas for how to best utilize QR codes.
- For tourism brochures, add QR codes that link to short videos about tour stop highlights. Placing QR codes on signs at the properties could add interesting facts or photos for people taking the self-guided tour.
- Event tickets containing QR codes enable attendees to upload maps and directions to their phones. The location links will open in a navigation app such as Google Maps to provide directions to the location on the day of the event. Similarly, marketers can use this method to direct customers to branch or retail locations.
- QR codes are great for contests, especially if they utilize smartphone features. For example, postcards promoting swimming pool renovations might encourage potential customers to submit pictures of their pools via a mobile landing page reached by scanning the QR code. The winner of the “Ugliest Pool” contest gets a discounted renovation. All other contestants get a free estimate based on their photos and supplied information. The pool company gets a list of ideal prospects.
- How-to videos or demonstrations are also useful when manufacturers include QR codes on packaging or labels affixed to physical products. Anyone who ever struggled with assembling furniture from written instructions will appreciate expert advice to see exactly how to align tab A with slot B. Utilizing this function benefits marketers by aiding in brand recognition and exposing customers to the advertiser’s knowledge and expertise.
- Printing signs, brochures, or flyers for a political or charity event? QR codes can play messages from candidates or charity beneficiaries, link to mobile-optimized donation sites, or trigger follow-up mail to be delivered to the attendee’s home.
Remember, the reward for scanning a QR code must have value to the consumer. Codes that add customers to mailing lists or display company websites aren’t enough. Though consumers are more familiar with QR codes than they used to be, marketers should always include textual cues such as “Scan Here to See the Product in Action”.
Engaging customers and prospects through mobile platforms is a growing area for marketers. Imaginative QR code use takes advantage of the attractiveness and acceptance of printed material to begin a multi-channel relationship with current and future customers.
To learn how QR codes can work in your next project, contact us today!
