QR Codes How-to Guide for Small Business

QR Codes How-to Guide for Small Business

QR (quick response) codes are being used in direct mail, advertising and packaging. 

QR codes are a way for people to use their cell phone (actually it has to be a smart phone with a camera) to take a photo or scan of the QR barcode and get a special offer, check prices, get contact information and/or a link to a website address.  This enables marketers to share a video or key selling information.  Or, to invite people to participate in a contest to win something to build their email list.  

A QR code looks like a square-like maze.  It's actually a two-dimensional barcode that stores information and special offers.  Here's an example of what it looks like. 

Since QR codes are new, we're going to summarize the pros and cons to help small businesses decide if this is something to try and list the best articles we've found from experts on QR codes. 

What's the customer experience for using a QR code?

 

QR codes work this way for someone on a mobile phone:

The QR barcode works with the camera in your smartphone.  You have to download software to be able to scan/read/view these barcodes.  Most people hit a button on their phone to scan or take a photo of the QR code and the bar code reader software then "reads" the QR code and follows the directions, usually to take someone to a website.

They are supposed to be a shortcut, so someone doesn't have to type in a website address or Facebook page. 

Some concerns about whether QR codes are necessary:

In his article Death to the QR Code on Business Insider, Dan Frommer says, "Mobile barcodes can be confusing and can waste time. And as mobile technology progresses, they probably aren't even necessary. Most people, before scanning their first barcode, have to download scanning apps manually and figure out how to use them. Then, each time there's a barcode to scan, they have to make sure they're using the right scanning app for the right barcode. That's because different types of barcodes, like Microsoft's "Tag" codes, don't always work in all the same apps.  And then there are the inevitable delays in finding the barcode app in your phone, waiting for the camera to prepare itself to shoot photos, getting the right distance and focus on the barcode, and hoping the mobile data network responds to your query quickly enough to be worthwhile."

Dan goes on to say, "That's just on the user's end. Then there's the complexity of creating and managing mobile barcodes on the advertiser's end. And making sure different types of phones get the right kind of content. And the space the barcode takes up in the ad. And the decision about how much space in the ad to devote to instructing people what to do with the barcode, etc.  By that time, you've spent more time teaching people what to do with the barcode than the time they'd spend doing whatever it is you want them to do. All that for what?"

To read Dan's full article, which is outstanding, here's a link Death to the QR Code

Alternatives to using a QR Code

On packaging to include a link to a web landing page where a prospective customer can see a video of how the product/service works, get testimonials and other selling information directly from the manufacturer. 

On packaging to engage existing customers in participating in a contest.  Here's an example of Heinz ketchup packaging that uses a QR code for this.

In print advertising to create engagement.  Car companies are using QR codes to show a video of the car in action. 

In direct marketing and print advertising to drive people to a landing page that's developed to gather customer/prospect information or for direct selling with a special offer. 

Tips About QR Codes

 

"QR codes are great for sending users to mobile-friendly landing pages, informing them about specials and promotions, or providing an exclusive experience via their phone. When QR codes don’t work is when you use them to direct people back to your home page. Or, worse, when you try to put them in an email. (How do you scan a barcode while using your phone for email?)

If you’re going to invest in creating a QR code, don’t simply use the code to drive people back to your website. They could have gotten there on their own. Instead, pack that code with something valuable and unique. It could be an exclusive discount or special offer, time-sensitive information, an image they couldn’t get otherwise, a free download, etc. There has to be a “why” to make the experience worthwhile. Otherwise, you’re going to have a frustrated customer when they take the time to scan your QR code only to be given the same experience they receive every day."

Tip from Lisa Barone, Co-Founder and Chief Branding Officer at Outspoken Media, Inc., an SEO consulting firm.