Grow My Company

QR code marketing mistakes

I recently received my first two marketing postcards that utilized QR codes. QR, or quick response codes, utilize a 2 dimensional, square barcode that, when scanned with a smartphone barcode reader, takes the user to a webpage. While I applaud these businesses for jumping on the bandwagon and using this hot, new technology, I sure wish they had done it right!

The first piece was from an area hospital, and it was promoting their birthing center. (I'm going to stay on task here and not critique the punctuation or composition of the piece, which were poor.) I'm on Android, and the QR code brought me to the hospital's Facebook Place, which was connected to their Fan Page, but it took me a moment to figure out how to get there. In fact, I had 3 choices in the navigation, Activity, Wall, and Info. There was no landing page telling me anything about why I scanned that QR code in the first place, or how to collect on their free offer, as described in the piece. I was simply dumped onto an irrelevant Fan Page that didn't have the information I wanted.

So how could this hospital have properly utilized that QR code to give them a marketing advantage? Simple; drive traffic to a page that expands upon the information included within the postcard. If that can't happen on Facebook, the landing page should have been built on their website.

Also, the huge missed opportunity here is that even if the mobile user could get to the custom landing tab, there's no information about the birthing center there. The user has to click to another page for that info. This is wasted marketing money because many women will simply like the page as instructed, collect their free gift, and go have their baby elsewhere because they weren't given a compelling reason to consider this particular birthing center.

The second postcard was promoting a seminar for non-profits. It wasn't a bad piece. It explained the benefits, and I clearly understood the advantage of attending. However, unfortunately, they also fell short with the addition of their QR code on the piece.

The code takes the user to a webpage that doesn't include any more information than the postcard and wasn't optimized for mobile use, so the text was tiny. The registration button was so small that it was barely visible, and when I clicked on it, I received a big security warning saying that the certificate was not from a trusted source. That didn't give me much confidence about proceeding.

The moral of this story is that while it's terrific to utilize new technology, traditional marketing principles still apply. You still need to drive people to a place where they can get the info they need. You still need a compelling offer to entice people to take action. You need to always make it easy for your prospects to do business with you. And, in this case, you must test, test, test...on every mobile platform.

 

- Christine Pilch

10 ways to use QR Codes in your marketing

2D codes, or QR Codes, as they are becoming more commonly known, are two dimensional barcodes that are easily generated through a variety of web services and can be scanned with a barcode reader on a smartphone to take the user to a web page. 2D is the general category, but there are many kinds. Among them are Microsoft Tag, Datamatrix, EZ Code, QR Code, and others. Calling them all QR Codes is like calling a bandage a Band-Aid or a tissue a Kleenex.

Most people have probably seen them, but many still don't know what they are. Marketers are finding ever-greater ways to incorporate them into marketing by making it easier for a user to reach a particular page online. Let's face it, it's easier to scan a code than type a URL, so let's review some of the practical applications for QR Codes.

1. Add one to your business card. Think about how many cards are handed out at events and tradeshows for example. If yours contains a QR Code, later on, when the user scans it, you might have an advantage over the rest of the business card stack when the contact lands at your LinkedIn profile, and sees your photo and complete skill set.
2. On printed product literature. Think about the added convenience when you make it easy for a potential customer get more information and/or place an order.
3. Make it worthwhile. Entice the user to scan the code for a special message, information, video, or giveaway.
4. Within webinars or presentations. Use them for a little something extra that isn't accessible to non-atendees.
5. On t-shirts. My first experience with QR codes was a couple years ago at PodCamp Western MA. The code on the t-shirt given to all attendees lead us to a webpage where people uploaded all their media following the event, including videos, photos, and blog posts.
6. In ads. This is a great, easy way to get prospects to a particular web page from within a print ad. I've seen them on billboards too, but I wouldn't encourage you to do something that entices drivers to take their attention off their primary responsibility.
7. In a retail store. How great would it be to be able to go to an instant coupon while you're in a store? That's so much easier than clipping coupons and remembering to bring them with you.
8. For events. A QR Code can send potential attendees right to the EventBrite sign up page or a place where they can get more information.
9. For reservations. A hot, new application at 2011 SXSW makes it possible to users to scan a QR code to save their place on a restaurant waiting list.
10. For instructions. Think about how much greener it would be for people to read, for example, instructions for something they purchased by simply scanning a QR code on the product packaging rather than having to print and insert instructions within the packaging.

One very important factor however; if you plan to use a QR Code in your marketing, make sure that the landing page is optimized for mobile use. Little will frustrate your users more than a busy page with lots of unnessary images.

- Christine Pilch