QR codes -- the checkerboard barcodes that can be scanned with a smartphone -- should be a marketer's dream. In theory, they take a customer's physical experience and immediately move them online where they can make a buying decision. In practice, however, marketers are failing to understand the consumer's experience and end up dulling the usefulness and excitement of this new trend.

 

A study done by research firm comScore found that only 6.2 percent of U.S. mobile users scanned a QR code in June 2011. It seems that while many consumers recognize QR codes, few are actually using them.

 

So what stops a consumer from scanning a QR code? We believe marketers are failing to deliver meaningful information on the other end of the code.

 

When QR Codes Fail

 

Most consumers don't want to spend the time opening a QR reader app just to scan a code and be taken to your company's website. No matter how great your website is, it's an underwhelming payoff. And if the user is required to fill out six different text fields to sign up for something, they are likely to close the phone's browser in frustration.

 

There are also downright thoughtless applications of the QR code, like on billboards on the side of the highway (an accident waiting to happen) and in subway stations and in-flight magazines (no internet = no scan). 

 

Think of it this way -- every time a consumer scans a QR code that leads them to a boring, useless, or frustrating mobile marketing experience, their potential to scan a code in the future drops.

 

Codes with Benefits 

 

So how can you use QR codes effectively? Think primarily about the payoff for the consumer. For instance, it might be worth their time to take out their phone and scan a QR code that will give them an immediate discount on your product. Perhaps they can quickly purchase tickets to an event you are sponsoring, or see your product in action in a video. The possibilities are endless.

 

Consider where the consumer is physically when they see a code. What state of mind are they in and what are they likely to want by scanning your code? Are they facing a shelf of competing products and wondering what makes yours stand out? Wine tasting with friends? Browsing through a magazine at home?
 

You can also add concise text with the code to entice people to scan it, such as, "Scan this to receive 10 percent off" or "Scan here to see what others are saying about our wine." These examples show consumers you aren't simply going to redirect them to your company website, but are providing them with an immediate benefit.

 

QR codes can be a compelling marketing element when used cleverly. Don't just stick them on advertising or packaging to "add something." Instead, apply them thoughtfully, always keeping your consumer's experience as your number one priority.

 

Sincerely, 

 

Mona Graham
 
Monogram Communication Services

798 University Avenue

  

  

In 2012, we want to help you get the most from your marketing budget. Call us today to learn how we can take away the pain that often comes with creating brilliant solutions.