April 3, 2012 / Marjoram
You can’t go very far these days without running into a QR (Quick Response) code. Using QR codes can be a great way to engage your audience–turning them from passive viewer to active participant–but there are many things to consider before jumping on the bandwagon and assuming that “If you place it, they will come.” (Just a little nod to all you movie buffs.)
Here are some things to keep in mind when using QR Codes:
1. Test, Test, and Test again.
Sounds simple but you should always make sure the code works and it goes where you want it to go.
2. So, where we headed?
Keep in mind it’s not about where you want to take the audience, it’s about where they want to go. Will your audience be glad they’ve visited and have you made life easier for them in the process?
3. What’s in it for me?
Customers and prospects love to be rewarded, especially for all their hard work scanning QR codes. One of the most effective uses for QR codes is couponsﾖ-a tangible reward to the viewer for paying attention to your marketing piece. But the payoff doesn’t have to be a coupon; white papers, educational materials or usage tips can all be of value to an intended audience.
4. “Look Kids! Big Ben, Parliament.“
QR codes should lead the viewer to the next step in your communication process and not to some British-style marketing roundabout that makes them say, “Hey, wasn’t I just here?”
5. Honey, I Shrunk the Website
Never lead the viewer to your website or offer if it’s not enabled for mobile devices.
The uses for QR codes are limited only by our own creativity. They can be embedded into ads, billboards, t-shirts, business cards, posters, and even tombstones. Yes, I said tombstones. (Thanks to our friends at Roger Christian & Co for sharing this information about Quiring Monuments.) A tombstone manufacturer is now providing the option to place a QR code on your loved one’s headstone. The QR Code would lead to an online memorial of sorts. The Marjoram panel is still out on whether this is a cool or creepy idea. We’d love to hear about any other great ways that QR codes are being used.
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Marjoram gets ingredient brands. We help them build stories that stand out without standing apart. We have a proven framework to analyze current perceptions, desired outcomes and audience concerns and needs. We visualize a messaging platform that fits within the guardrails of the corporate brand. And we actualize the campaign elements and specifics, bringing the ideas to life across all needed communications channels. If it is time to bring your ingredient to life, we’d be happy to talk.