Puzzled, what are they?
QR (quick response) codes are two-dimensional images (though they can be stuck onto 3D objects) encoded with information which can be scanned by a device such as a smartphone to deliver a delightful digital experience.
They have been around for a while, admittedly in Japan for most of that time. They were initially designed for use in the Japanese automotive industry in the mid-1990s for tracking items, identifying parts, etc.
These little spotted squares are now seemingly showing an appearance all over the place allowing users to scan the code in order to view websites, redeem offers, and watch videos, amongst other things.
Perhaps it is because I am writing this article that my confirmatory bias is noticing QR Codes everywhere I look. Maybe it is because…they are in fact everywhere now, from bus shelters to beer mats.
Do you know anyone that scans these QR codes?
How often do you take the time to scan them - do you even know how to?
The process is something along these steps:
1. Find a QR code. Perhaps you are in a café waiting for a friend to arrive – here is your chance to hunt for one on a napkin, cup or menu
2. Grab your smartphone or other device and open the QR Code reader (you’ll probably need to download a reader)
3. Hold your smartphone over the QR Code; move the phone back and forth so that it is clearly visible within your screen
4. The smartphone should automatically scan the code but on some readers, you have to press a button to snap a picture
5. Press the button, if you need to
6. All being well you will now be taken to the intended destination
I have downloaded the free Bakodo app for my iPhone from Apple’s App Store, but there are plenty others available.
Happy scanning!
I have been guilty, if that is the right word; of seeing an intriguing QR code in a magazine and thinking, I will get my phone out and check it out. The intention is to do this without delay after I have flicked through the rest of the pages. Then I don’t, I have forgotten; I have become distracted and moved on to something else.
We are all exposed to marketing and advertising on a daily basis in the form of TV commercials, website display banners, direct mail flyers and...QR codes. I am assuming you will agree that after a while we switch off, change the channel, click away or throw that new pizza place flyer in the bin.
They may be good offers but we are inundated with them.
We need to discriminate and be choosey to get things done in our busy lives. So the offer has to be immediately clear and worth our time - a special offer, or prize to be won. For me personally, the best locations for a QR code to get my attention are on portable items that I can carry on me – it is usually a snack such as a packet of crisps or energy bar. This way I will be frequently reminded to see what is waiting for me when I scan.
QR codes are a polarising topic. Some marketers believe them to be over saturated eye-sores that are either ignored, or if they are scanned, offer a disappointing experience once they are loaded.
On the other side of the fence, advocates firmly believe that used correctly, QR codes can be a cool and engaging way to surprise consumers. A call-to-action must inform users what they stand to benefit from scanning the code.
So how do you go about adding value and use them in a good way?
I will begin with 5 practises that are best avoided in most situations:
1. Having a QR code that is next to a website address is poor form. Any QR Code that directs you to the homepage is a waste of time – searching the URL is satisfactory.
2. Taking users to a website not optimised for mobiles – pushing your index finger around the screen to scroll and then squinting to read the digital copy is best avoided.
3. It is far too big in relationship to its placement – a QR code the size of your fist on a single A4 page is most likely to be overkill and bad design.
4. Restraint in the size of a QR code is good. However if it is tiny, not much bigger than a shirt button – this simply is not going to work.
5. Putting them on vehicles. This is debatable but should they be on the side of buses, vans, and cars? Obviously whilst in transit it will be tricky to keep up the pace and use your scanner. I am not sure about you but scanning a QR code on the back of a lorry seems a bit dangerous and socially awkward - especially when warning signs plastered all over the paintwork, like, ‘no tools are left overnight’, ‘if you can’t see my mirrors, I can’t see you’…I am sure you have read other signs on your travels.
Whilst it is good practise to display your company’s social media channels on as many marketing materials as possible; QR Codes should not be used in every instance. If QR codes are here to stay then they must demonstrate a clear call-to-action, offer an incentive and be used creatively. Then they can be a strong asset your marketing arsenal.
Think about your most wanted response and inject some fun and engagement. Take a leaf out of what the big brands are doing. Evans Cycles use QR codes in their stores, to deliver helpful information and hopefully a decent user experience.
Here are 5 practises that are to be encouraged:
1. First and foremost is to give the user a clear indication where the link is going. What is in it for them? It could be an instructional video, discount voucher or exciting competition.
2. A large majority of QR codes look much the same; (or used to) black-and-white. Free QR Code generators can now create more colourful codes and even overlay them onto logos or other images. Paid providers can push QR code boundaries even further and customise a QR code to fit in with your brand.
3. Black-and-white is the default because it has the best contrast - higher the contrast, the better it scans. If you want to dabble with colours to match your corporate identity then remember the foreground colour should be darker and background lighter.
4. Size matters! The code should be an appropriate size for its intended use, whether that is a business card or wall poster. Less information leads means smaller codes, so a short URL is better than a long one. It may be useful to use a URL shortener like https://bitly.com to achieve this. Shorteners’ also allow you to track traffic coming from your QR Code.
5. Definitely produce a mock-up of the artwork and scan to be on the safe side. Print off and test each time you make a tweak or change the URL to ensure it leads to the correct destination. Try using other people’s smartphones and other code readers so that your are confident it will work on variety of devices.
Hopefully these tips are of good use and will help you to avoid any messy marketing mishaps. If used in the right way, QR Codes can be an exciting consumer tool... make yours fun and engaging!
By Jim Hancocks, Digital Marketing Executive at Righttrack Consultancy.
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