QR code – make some excitement

QR code has become a popular marketing trick that connects traditional marketing with internet marketing. Well-designed and thought-out QR code can be used for advertising your products or services with unique and memorable way. While the main concern is  the misuse of QR codes in Estonia.

What is a QR code?

QR is an abbreviation of Quick Response. This black-and-white ink mark enables creating extra benefits for products and services without the time and place limit.

QR code is gaining more importance in marketing campaigns for many companies and clients.  QR code enables you to change your print advertising, billboards, brochures and other marketing materials into interactive channels that will catch more attention and be more memorable for customers.

The advantages of a QR code are simplicity and favourable price. The programs needed for composing the code are freely available on the internet. If a company does not have a mobile web page it can be made by their own forces or by professionals.

Where to use QR code?

The simplest way to use a QR code is to offer additional information about the product or service. For example, QR code placed on a package can lead to a product manual or some exciting recipes. Or maybe there is a video that shows the benefits of the product. Napkins and menus are also an interesting ways to use QR codes, for example to interact with chefs or to place an order.

QR codes can be placed in document forms, business cards and other print materials that will lead to your company’s homepage or social media account.

What people expect most from a QR code are special offers and discounts. For example, if you find a QR code in a drinking cup you receive a free drink or a billboard on the corner of a café that reveals the daily offers.

5 main mistakes

1. Billboards for drivers. QR code is not targeted for drivers as it may cause dangerous situations in traffic, not to mention that using a mobile phone while driving is forbidden.
2. QR codes that lead to a home page that is not adjusted for mobile phones. Using a QR code requires a mobile web page. The code that leads to a regular web page is uncomfortable for clients and will cause disappointment.
3. Using QR codes outside the internet coverage area. Hereby the example of WSI Online’s own mistake. We supported the cottontop tamarin called “Ron” in Tallinn Zoo where we placed a symbolic note board. As an extra benefit we added a QR code that leads to our mobile web page. While placing the board it appeared that there was no internet coverage that made reading the code impossible.
4. Too small QR codes.  Even the best smartphones cannot read a super tiny code. The size of a QR code depends on scanning distance.
5. No analytics used. One of the most important advantages that internet has over traditional marketing is the ability to measure results, this will help  evaluate the profitability of an advertisement.

7 tips on how to manage a successful campaign:

1. Groundwork. Develop the purpose and desired outcomes. Using a QR code in the principle “everyone uses it” may not give desired results, rather the opposite.
2. Preparation. Add an analytical program, like Google Analytics to measure the results and profitability of the campaign.
3. Mobile web page. QR codes must lead to a mobile web page that is adjusted specifically for smartphones. Even better, when a client is directed to a campaign page that is made for a specific purpose.
4. Location. QR codes must be used in a location that has internet coverage. The code should be used in places and on materials that allow reading it without obstacles.
5. Readability. Everyone does not have the latest version of the iPhone or the Samsung Galaxy that have very good cameras. QR code must be clear and big enough for scanning. The code must stand out from the background colour. Use a shrinked URL code to avoid too tight content.
6. Extra benefit. Create extra benefit with photos, videos, additional information, bonus codes etc. People like to get something special.
7. Call-to-action. Add call-to-action to the image that will encourage people to scan it.

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