Using QR Codes – The Complete Guide!

431 views

Published on

QR codes are part of the new wave of interactive marketing technology. This article is designed to help marketers develop a basic understanding of the fundamentals involved in a QR codes campaigns.

Although many marketing gurus disagree on the efficacy and efficiency of QR (quick response) codes, consumer data from Europe and Japan prove otherwise. QR codes quick to implement and cost virtually nothing, especially to the seasoned marketer. In fact, all they demand are a few design changes and a dedicated mobile webpage or site. And they have the potential to deliver some great returns.

While QR codes may not have caught on like wild fire in North America, it’s only a matter of time. In this article, we’ll help you understand and adapt your marketing campaign to the vagaries and many benefits of QR codes.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
431
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Using QR Codes – The Complete Guide!

  1. 1. Using QR Codes – The Complete Guide!QR codes are part of the new wave of interactive marketing technology. This article is designedto help marketers develop a basic understanding of the fundamentals involved in a QR codescampaigns.Although many marketing gurus disagree on the efficacy and efficiency of QR (quick response)codes, consumer data from Europe and Japan prove otherwise. QR codes quick to implementand cost virtually nothing, especially to the seasoned marketer. In fact, all they demand are afew design changes and a dedicated mobile webpage or site. And they have the potential todeliver some great returns.While QR codes may not have caught on like wild fire in North America, it’s only a matter oftime. In this article, we’ll help you understand and adapt your marketing campaign to thevagaries and many benefits of QR codes.Defining Your objectivesThe idea behind a QR code is to deliver additional value with a product or an advertisement.That makes it necessary to be highly relevant with the information that you decide to link to. Sothe first step in QR code marketing is to define the purpose behind your campaign. Somemethods to use QR technology include,  Drive visitors to your mobile site or towards your social marketing pages.  Increase brand awareness and add value by giving users information or tips via multimedia.  Deliver discounts or coupons or implement brand loyalty and reward point programs.  Organically grow a mailing list by asking users to opt-in.Whatever your objective, make sure to state it clearly and concisely next to your QR code. Acode without any information next to it is going to look like a bland pattern and can even bemistaken for a part of the overall material design by customers who aren’t very tech-savvy. Tryusing a single sentence to describe the value your QR code offers and the action that needs tobe taken. “Scan this code to like us on FB” or “Scan to receive a discount” are great calls toaction because they ensure that the technology is clearly mentioned while the link destinationcomes up in the form a kicker.Sourcing Your Code!If you’re going to use a free QR code generator, do a little research and find quality softwarethat has the least number of error rates. Code generators are only as good as the programmersthat develop them, so be wary of new programs and test extensively.
  2. 2. Placing Your CodesOne of the greatest things about QR codes is that they can be placed anywhere! On advertisingbillboards, signage, printed material, websites, the sidewalk, buildings, vehicles and virtuallyany conceivable public space. There’s even a QR code that’s been embedded into a gravestonethat leads to a memorial site! You are only limited by your imagination, so try to think up novelways to leverage QR technology in the interests of your brand.Understand that a QR code is a form of physical hyper-linking and that means in order for it todeliver results it must be scanned in an area that offers wireless connectivity, i.e. mobile signalreception. Underground mass rapid transit systems, some auditoriums and halls and airplanesdo not have this prerequisite and should be added to the list of places that DO NOT support aQR code campaign.Metrics!QR codes are dynamic and you can redirect them. This makes a single permanent QR code in aprominent location a constant source of customer interaction. That’s why metrics areimportant.Keep measuring the success (or failure) or your campaign. The key thing to worry about is howlong people are spending on the landing page that your QR code leads to and the number ofvisitors to the page. If you find that results are unsatisfactory, tweak you materials accordingly.Design vs. Scannability: A Fine LineA huge challenge with QR codes is to balance out design with scannability. Here are some tipsto help keep your code on the level.Building DesignWe’ve covered quite a distance from the time when QR codes needed to be monochrome witha distinctly checker box look. Today’s QR codes can be designed to fit the theme of virtuallyevery marketing campaign. This is made possible by the fact that modern codes can have up to30% of their pattern obstructed and still be scanned successfully.To take advantage of this, you’ll want to find a reliable code generator that creates codes with a30%, 20% or 10% error correction rate. This will allow you to integrate your graphics into yourcode or even to super impose an image over part of the code box.The higher the level of superfluous graphics (from the scanner’s point of view) the higher yourerror correction percentages will have to be. Keep in mind that adding graphics to a QR codewith 0% error correction rates will result in a completely unscannable code.However, remember that a high level of graphical addition and improper placement can reducethe readability of your code. To solve this problem, keep testing your code and move the
  3. 3. graphics around it to until you achieve optimum scannabilty while retaining a great looking QRcode.Scan Testing!Test your QR codes with multiple readers and devices. QR codes are still a relatively emergingtechnology and before you start printing them on everything conceivable make sure you testthe scannability of your code on multiple mobile operating systems, most importantly (Apple,Android and Blackberry). In fact, test out several different code scanning apps as well. This isespecially important when using highly stylized custom codes.Contrast Matters!While designer codes can look great on your brand materials make sure to use colors thatcreate an effective contrast. Too little contrast can make the code indistinguishable from thebackground and will lead to poor scannability and reduced scan rates.Be Size-WiseQR codes need to be large enough to be registered by mobile scanners and a code that’s toosmall can have a serious impact on your campaign. If you’re using Microsoft Tags try to ensurethat your code is at least 1 sq. inch in size, although 1.5 sq. inches is a far more readable optionwhen using standard codes.The Quiet ZoneWhen it comes to brand packaging, every available space tends to be filled with marketingmaterial or general information. In order to make sure that your codes are scannable, you’regoing to have to leave a margin of uncluttered space around it that’s devoid of text or graphics.This constraint makes it important to incorporate your QR code ideas into your design layoutright from the beginning rather than treating it as a last minute addition. Also, keep in mindthat the ‘quiet zone’ around your QR code needs to be a white or a light color.Ditch The Gloss!Glossy materials tend to reflect a lot of light and can distort a QR code to the point where ascanner has difficulty reading it. If placing a code on a glazed surface (such as a magazine pageor shiny packaging) is unavoidable, design the code to be substantially larger. This willovercome most of the scanning problems posed by the shiny patches of light on a gleamingsurface.The debate still rages about whether QR codes are a passing fad or an enduring marketingmechanism. However, given their low cost and ease of implementation, it’s a good idea toincorporate them into your marketing strategy since you have the chance to capture a lucrativeemerging market. With these tips and a little work you should have a successful QR campaign
  4. 4. up and running in next to no time.Sourceshttp://www.slideshare.nethttp://esalesdata.com/http://mashable.com/About The Author:Linda Mentzer is a published author and senior marketing manager for an informationmanagement company that has helped sell thousands of software products on a global scale.With over 11 years of experience in electronic marketing techniques, Linda has authoredarticles for several leading business journals, worldwide.Ph: 1-877-728-9624Email: sales@esalesdata.comWebsite: www.esalesdata.com

×