How to Use QR Codes

You’ve had a serious look at your marketing plan and you’ve come to the conclusion that you need to become more social in order to communicate with your current and prospective customers.  

Good for you and I mean that sincerely! 

Social media is the new black.  It is now a basic, an essential for the development of your business.  All of the components in your plan must work together just like teamwork is vital to the success of your customer service.

QR Codes and the art of attracting attention 

The challenge is not to be seen as merely cool but to be viewed as valuable.  If all you care about is cool, then continue to use the words “like us on Facebook and follow us on Twitter” on your website and in your traditional media advertising.  You will also no doubt be extra cool if you include a QR code.  Whatever you do though, pay zero attention to what happens when a customer finds your Facebook page, checks your tweets or, heaven help us all, scans your QR code.  The truth is, if you don’t have a clearly defined value proposition you will be seen as a social media poser with no “likes”, no “follows” and no conversion through your QR code.

Facebook and Twitter

Never forget that social media is an experience.  There are no accidents.  Every click and every scan is done on purpose.  The customer you seek is hunting for something from you.  They want to associate with your brand or interact to gain more knowledge.  Get it wrong on Facebook and Twitter and you will soon realize that the opposite of “like” is “unlike” and the opposite of “follow” is “unfollow”.  If you fail to engage, your marketing effort will be a disaster and recovery will be problematic.  If a consumer allows you to connect with them through social media then work hard to make it a worthwhile experience.  Delight them.  Recognize their loyalty.  Make them feel like a valuable member of your community.  Otherwise, why do it?

QR Codes

They aren’t new, but their use is growing.  As more and more people convert to smartphones and buy tablets, your decision to use a QR code will become critical. You could print a QR code on the back of your business card, on a shelf card in one of your displays or in traditional media advertising.  How about on a sign or as part of your rolling advertising on a company vehicle?  Here is an example of a promotional video to be accessed from a QR code printed on a business card.

Why critical?  

Because just like Facebook and Twitter, the QR code experience is everything for the person who scans it.

• Enter a contest:  Make it quick and easy to complete.
• A discount coupon:  For anything, but be sure the download works and is recognized by your in-store systems and your staff.
• Price comparison:  Tons of possibility here, including you transparently making competitors pricing readily available so that your prospect becomes an immediate customer, not headed home to do more research.  I remind you of the marketing lesson in the 1947 movie Miracle on 34th Street.  Macy's learned that putting the customer first paid huge dividends in loyalty and profit.
• More information on a product seen on a store shelf:  Electronics, automotive, appliances, service contracts, again the list of possibilities is endless.  The experience must be designed to help the customer make a point of purchase decision.
• More information on a product advertised with a sign:  Real estate is a good example.  The prospective buyer drives by a property, scans a QR code and sees a video or a slide show displaying the interior highlights right there, right now.
• More information about a service promoted in print in an ad or on a sign:  Again, think video, something more, deeper engagement.
• More information about you or your company:  Another video opportunity.  Scan your code and there you are talking to the prospect one to one.
• A video invitation to an event business or personal:  Wedding, customer appreciation, free concert, new product unveiling.

In any use of a QR code, your imagination is important but be sure to engage, entice and delight. Please take careful note of the words video, information and experience.  It's all about the customer.

Mistakes are in the detail

Here are three recent examples and some observations.   The first is a multinational company, the second is a local law firm and the third is a franchise.  

1. A QR code on a beer box to enter a contest.  The brewery website was not configured for mobile devices.  The marketers failed to realize that many people don’t have the time or simply won’t screw around with the little magnifying glass icon to find what they want, especially while standing in the beer store.  An unsatisfying experience meant no engagement.
2. A QR code printed in a newspaper ad for a law firm.  What would they offer?  Again, their website was not configured for mobile devices.  I quickly realized they were wasting my time because there was nothing special for me to see that wasn’t already in the ad.  Curiosity and engagement doused.
3. Another QR code printed in another ad, this one for a fitness equipment store.  The QR code took me to a landing page with an icon to surf the net.  I already have a browser in my smartphone.  Another icon connected me to an email address.  The email address was printed in the upper corner of the newspaper ad.  A 3^rd icon gave me their phone number.  Their number was also printed in the upper corner of the newspaper ad.  They did have a pretty logo though because I saw it on my phone.  Big deal!  It was a missed opportunity to provide delight or added value.

Business is forced into new and frankly scary territory

Content marketing and social media are a reality.  We’ve heard enough to know there is a revolution underway, driven by the new technologies.  But, we don't have the expertise to do it on our own.  Most of us must rely on the knowledge, experience and creativity of others to get started.  

Advice from an adviser

• Do the research.   
• Ask around.  
• Take the time to interview local marketing companies and video production companies. 
• Look at your resources and allocate budget.   
• Make a decision and do it right.   

Some companies will have to fix past mistakes.  Others simply need to get going.  Value is far more important than cool.  And, not every marketing consultant knows their stuff.