QR codes? . . . Quite Rewarding!
Quick Response or QR codes can be added to almost anything from cereal boxes to outdoor advertising, from footpaths to buildings and everything inbetween. This makes them very attractive communication tools for any marketeer. They are becoming more popular as consumer awareness increases. We have used them successfully in a number of client campaigns.
A QR code, when scanned by a smartphone, brings the user to specific landing page and saves them the effort of typing in a long URL or web address. Should a particular campaign or code catch the eye of the smartphone user when they are out, the code can be scanned and saved for the user to act on later. There are many QR scanning apps available free to download and more smart phone users are downloading these apps as standard now that QR codes are catching on in the advertising world.
While QR codes are catching on it doesn’t mean we should stick them on everything. They need to serve a purpose other than just bringing people to your website. While the smartphone user will scan a few QR codes just out of curiosity initially, as they become more common place and the smartphone user more QR code savvy, they will only scan codes that satisfy their needs in some way. This may be in the form of a special offer or discount, a game, or information they want. It is therefore important to think carefully about the purpose of your QR code campaign in order for it to be a success. The more benefit gained by the user when they scan the code the more engagement you can expect to make with a potential customer or client.
The results of a QR code marketing campaign are easily seen as they should drive users to specific landing page unique to the campaign you are running. Traffic to the landing page can be monitored and success of the campaign can be measured. Like any campaign, the clearer it’s objective, the easier it will be to ascertain whether it was sucessful. Are you looking for sales, clients or contact details? Do you want to bring awareness of a product or range of products, engage with existing customers or just impart information?
We used QR codes at Bloom 2011 on signage to lead visitors to a new website which we created for potatoes – www.potato.ie. We found this to be very successful and gave the site a great kickstart (with over 90,000 visitors at Bloom 2011 we expected some type of reaction!). We’ve also used them to lead customers of Subway to a facebook competition while in-store. This helped to capture customers at point of sale while standing in a queue. We now make it normal practice to use QR codes on business cards where a smartphone owner can simply scan the QR code to save them from inputting your information into their phone’s address book manually.
It should be noted that the demographic of the smartphone user is changing and while historically they were predominantly younger higher earning adults between 18 and 34, as the prices of the phones and packages decrease and the product range increases the smartphone is becoming more and more popular. Older users are becoming more used to the technology and are willing to try new things. QR code campaigns, over the coming years, have the opportunity to reach a much larger and more diverse audience than ever before.
If you would like to talk to us about a QR campaign please don’t hesitate to get in touch.
Posted by Ciaran Flanagan 13th February 2012