Simple Rules for QR Codes

Finally! Your marketing pieces are printed and your website is now updated–so what’s next?  Have you thought about using a QR code? A QR (Quick Response) Code is that little square barcode that you’ve probably seen on advertisements, posters, brochures, etc. In order to activate it, you have to launch a reader app on your smartphone and scan it with the camera. The content is then delivered to your phone for viewing.

 A QR Code may not be necessary in all situations, but when used properly can be very successful in engaging your prospects. Below are 6 Rules to using a QR Code well. Utilizing these rules will help you avoid mistakes that could kill your promotion efforts, hurt your brand and tick off your target audience:

1.       ADD VALUE FOR THE USER. The last thing you want to do is waste your target’s time by sending them to your homepage. Your target audience already knows who you are and if they were savvy enough to scan the QR Code they are savvy enough to find you.

Think of a QR code as a request for the user's exclusive time and attention. Make the scan worth someone’s time and add value by defining a purpose for the QR code. Ways QR Codes are being used:

·         Calendar Events

·         Contest Entries

·         Linking to Social Media

·         Video Links, Audio Links or Photo Gallery

·         To Fill out a Quick Form

·         Calendar Events or Schedules

·         Maps and Directions

2.       LINK TO A MOBILIZED LANDING PAGE . People will be scanning these codes on the go and the content should be optimized for fast download. Keep things simple, minimize the content and don't create images that take a long time to load. This is a sure way to detour your user from any future scans.

3.       INCLUDE A PLAIN-TEXT URL WITH THE CODE. Only 5% of smartphone users have scanned a QR code. If you'd like a wider audience, consider that over 87% of smart phone users have accessed the internet while mobile. Do you want to shoot for the 5% and ignore the 87%?

4.       PROVIDE INSTRUCTIONS. QR codes are a relatively new phenomenon in the United States. Never assume someone will know what a QR code is or what to do with it, they will blindly scan your code without knowing what's in it for them, or will automatically know the value that's waiting on the other side.

5.       TEST, TEST, TEST! on multiple devices. Make sure the QR code design is generated from a short URL, has sufficient contrast and is large enough to be readable. It only takes one negative experience to alienate your target.

6.       MEASURE RESULTS. Just as you would measure the results of an e-mail or direct mail campaign, a QR code campaign should be tracked as well. Analytics can provide

·         Where people are scanning your code giving you information on what ad locations are giving the most return on your investment

·         What ads are working the best

·         When people are scanning your code

If you don't, you will never know what impact your codes are having or if they're worth the investment.

Sources:  Comscore, Aug 2011; Pew Internet, 2012; Small Biz Survival, Mitchell Graphics, Business Insider

Francesca Linthicum,

Assistant Director of Creative Services