A case against QR codes
Posted 5 December 2011 by Kristina Shands
It seems Quick Response codes (or QR codes) are all the marketing rage these days.
The concept is a great one. Place a cool square code on your business card, product, storefront or any other outlet where customers can scan the code using an app on their smartphone. The code directs customers to a particular website, downloads contact information into your phone and can even call a particular phone number.
For those using the tool properly, it can be a great way to take offline marketing online.
Problem is, very few people are using it correctly. If your goal is to sell something, then QR codes are not the best way to go. According to an InsightExpress study, “Mobile Consumer Research: 3Q 2011 Digital Consumer Portrait,” 54 percent of smartphone users don’t trust their mobile security enough to make a purchase. And while 46 percent plan to use their smartphone to shop this holiday season, only eight percent would use the phone to purchase the item from an online site. (Read the entire study here.)
QR codes provide a great resource to educate and promote products and services, so why are so many businesses doing it so poorly? Here are some wrong ways to use QR codes and some tips for making it really work for your business.
WRONG: Linking to a mobile-unfriendly website. No explanation needed.
TIP: Link to a product demonstration, live musical performance, instructional how-to video, online reviews, commercials, movie trailers and any other video that showcases what you are selling.
WRONG: Having no call-to-action. What do you want people to do once they scan your code? Taking people to your website isn’t enough. Do you want them to buy something? Learn something? Take another action? This is where most businesses fall apart- not having a clear idea as to what the end result will be.
TIP: Allow guests to check in or out, make reservations or place an order.
WRONG: Not considering the user experience. Sending people to an unreadable website or not providing a clear next step is frustrating for everyone. The user wastes time and the business loses credibility.
TIP: Use QR codes to provide information (store hours, menu items, performance times), discounts and specials, product comparisons and reviews.
WRONG: Putting a QR code on your website. Think about it. Someone is already on your website, but you want them to dig out their smartphone, open an app, scan the code, visit your site then take action. Do you really think people want to go to all of that trouble when you could simply just give them a link? The biggest #FAIL using a QR code to increase Facebook likes. Way too much trouble when one click will do the trick.
TIP: Include in your storefront window to encourage Foursquare checkins or Yelp reviews or offer discount coupons if they make a purchase during their visit.
Have you seen a great use of a QR code? Have any QR pet peeves? Please share your tips and grievances below.
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Great tips, Krisitina! Goes to show you need to think you’re strategy through before jumping on the latest fad. I use a QR code on my business cards that instantly adds my contact info (incuding FB and Twitter) into your phone so you don’t have to type it all in by hand. I’m always on the lookout for ways to leverage technology, so thanks again for your insights.
Tiffany, that is the perfect example of using a QR code properly. You go on the QR Nice list:)
Kristina, thanks for educating me on these. I’m so resistant to advertising that I suppose I’ve also resisted learning more about these little things showing up everywhere. Thanks again!
Thanks for starting a great conversation. Enjoyed your tips and Tiffany’s is a great one considering I need new business cards.
Great tips. This also provides good points on your web site in gerneral such as having a call to action.
Your tips are good ones and are in line with what one of my friends who is a total mobile marketing expert has to say (Pam Lehr). Thanks for keeping us straight.
Thanks for the explanation of the Qcodes! I’ve noticed them and have been told that they are for smart phones, but have been too intimidated to use them. Now that I understand the concept a bit better, I’ll give them a try. And once I’ve been a consumer with them, I may work up the nerve to use them in my own advertising!