Lately, you're probably seeing QR codes - those black and white barcode images - almost everywherein ads, in magazines, and on posters. Is this the next big craze or just a trend? Should you be using QR codes and, if so, do you know enough about them to use them effectively?
Let's Start with the Basics.What exactly is a QR code?
Wikipedia defines it as a "specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL, or other data." They are common in Japan, where the first was created by Toyota subsidiary Denso-Wave in 1994. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.
QR codes offer exciting opportunities for delivering information quickly to customers and prospects that are mobile. All that's needed is a barcode scanner which comes standard in all new smart phone models. They offer a quick and easy way to do more with a single marketing channel. So why not try it? Before jumping in too quickly, it's important to consider this: QR codes are no different than any other direct marketing tool in that you must build out a strategy, tactics, and plan for testing, tracking, and measuring.
What's your strategy?
Just as you would with any marketing program, start with a campaign strategy that answers the question: "What do I want to accomplish and how do I get there?" The most important areas to consider include audience, purpose, production, and measurement.
Audience
Who do you wish to target with your campaign? Is the audience you are targeting more or less likely to have access to a smart phone with a reader? If the target does have a smart phone with a reader, are they likely to respond in this manner? What is the best way to reach your audience and what are the issues they might have with regard to this technology? More than ever, customers want to be contacted in the medium that best suits their life/business style. Survey your audience to understand how they want to receive information before jumping headlong into a campaign.
Purpose
What is the intended purpose of your QR code? There are so many possibilities that the only way to ensure success is to start with a solid plan. Where do you want to take your customer or prospect? What is the action you want your audience to take? Are you intending to use the QR code to enhance your company's customer service? To provide new or time-sensitive information? Are you trying to engage your customer or prospect in a video or some other media? Are you looking to build social media interaction? Answers to these and other probing questions will help in strategy development.
Production
As with other direct marketing tools, there are many behind-the scenes considerations. Here are a few things to think about: Is the barcode large enough? QR codes can be used in a number of places and differently sized media. Remember that some older mobile phones don't focus as well on smaller objects the way newer phones do. Is there enough white space? There are specific requirements regarding white space that must be followed if you want it to work. Specifically, QR codes have three positioning elements and an alignment element. This is where an expert will be able to help ensure your QR code is up to par. Is the QR code low density? They hold thousands of alphanumeric characters. The less dense, not only is it more visually appealing but it fits into smaller spaces and is more easily scannable. Other questions to work through when planning a campaign: Is a website that the QR code will link to formatted for mobile display? Can you ensure proper security for data colle ction? Do you know what platforms to use and which to avoid? The best advice is to consult with an expert who is experienced in QR codes or, if you want to go it alone, research and use reputable online tools.
Measurement
Some marketers who are excited about QR codes mistakenly begin implementing them without regard to tracking and measurement. As with other direct marketing programs, the only way to know if your goals are being met is to track everything. There are many tools related to tracking that can be used to determine if the program is working or needs to be refined. You might choose to have separate landing pages if you are driving them to a pURL or something as simple as embedding a tag in the code and using Google Analytics Campaign Tracking tools. QR codes are exciting and the possibilities endless. But before getting started, remember that this tool is yet another in your direct marketing toolbox. Do the proper planning to ensure that you can realize return on marketing investment each time you use them.
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