The Wrong Way to Run a QR Code Campaign

The Wrong Way to Run a QR Code Campaign

Lately, QR Codes are popping up everywhere. Magazines are?full of them. Retailers like Best Buy have codes on nearly every product. But,?just because they are available doesn't mean that customers will use them and they link to information that is worthy of the time it takes to view. Take a moment and scan a few codes located in a local?newspaper or national magazine. Marketers use of QR codes range from bordering-on-genius to downright?disgraceful. Here are some tips marketers can learn from QR programs that don't work, and those that do. Create Urgency to Scan BAD: No call to action. The code is simply?slapped onto a print ad with no explanation. No direction for the new-to-mobile?user who?s not quite sure what those little black boxes do. BETTER: Scan now! At least it's something. But it still doesn't offer the consumer any?reason as to why they should take the time to scan the code. BEST: Scan now for a discount coupon! BINGO! This not only drives the consumer to scan the code but they get something worthy in return. And who doesn't love discounts! Link to Mobile-Optimized Platform BAD: Page Not Found. There is nothing worse?than taking the time to scan a code, or click a link to find it links back to?nothing. It's frustrating and, in the case of the underused QR codes, provides?another reason not to scan. BETTER: Standard Website. If the scanned code simply?brings up the company's standard website, these sites often are not optimized for mobile devices. This can cause the consumer to struggle to navigate. Even worse, however would be to rebroadcast the image that was just seen, the effort was futile. Nothing new is?gained or learned and again the consumer is left frustrated. BEST: Mobile Optimized Content. The best strategy would be?to have the QR Code linked to a mobile version of a website. This allows consumers better viewing and accessibility via their tablet or smartphone. Design Actionable Content BAD: Pointless linked content. The call to action within the linked code is just as important as the one?on the originating ad. If the link just shows a video and does not provide any?further instructions as to how to sign up or buy now, what's the point? BETTER: Sign up, Now. Sign up for what? A free?subscription? A chance to win? Be specific. If a consumer is uncertain as to what they are registering for, chances are they are not going to register. BEST: Sign up to receive Free Food and Wine?Pairing Tips. Sacre Bleu, a small wine?company has done just that. The proposition value is clear, precise and?actionable, getting a consumer who is already interested in the wine to register?with the company, receiving valuable information. In return, the company is?able to register the consumer?s information into their marketing database. SnapApp is also getting in on the QR action, scan the code below for an example (and to enter to win our Facebook sweepstakes!)
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These little black boxes have the ability to take mobile?marketing to a level that far exceeds anyone?s expectations, but if they?continue to be utilized the way they are now, that's not going to happen. In?fact, all they are doing now is creating a complacent consumer who simply?bypasses the codes. Have you incorporated QR Codes into your marketing campaign??What best practices have you found to be successful?

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