QR Codes: What’s Your Strategy?
There's no doubt that you see QR codes everywhere these days — in ads, magazines, posters, etc. They offer exciting opportunities for delivering information quickly to people that are mobile. They also provide a quick and easy way to do more with a single marketing channel.
But before jumping in, it’s important to consider this: QR codes are no different than other direct marketing tools in that you must build a strategy, tactics and plan for testing, tracking and measuring results. Start with a strategy that answers the question, “What do I want to accomplish and how do I get there?”
Who do you wish to target with a QR code application? Is the audience you’re targeting more or less likely to have access to a smartphone with a QR code reader? If they're more likely, are they likely to respond? What's the best way to reach your audience and what potential issues might they have with QR codes? Survey your audience to understand how they want to receive information.
What's the intended purpose of your QR code application? There are many possibilities; the only way to ensure success is to start with a solid plan. Where do you want to take your customer or prospect? What's the action you want to be taken? Do you intend to use QR codes to enhance your company’s customer service? Provide new or time-sensitive information? Are you trying to engage your customers or prospects with a video or some other media? Are you looking to build social media interaction?
As with other direct marketing tools, there are many behind-the-scenes considerations for QR codes. Is the barcode large enough? QR codes can be various sizes and used in a number of places, but keep in mind that some older mobile phones don’t focus as well on smaller objects.