By Dan Slavin
QR codes have become an important part of many retail marketing campaigns. QR codes give marketers lots of innovative ways to engage shoppers — from providing general product information, to running promotional campaigns such as mobile coupon offers.
Here are five QR code campaign tips to consider as you plan your next QR code campaign.
1. Use Dynamic QR Codes
Once you’ve distributed your printed materials with QR codes, you have to live with the results unless you’ve used dynamic QR codes, which allow you to make changes after you’ve launched. Dynamic QR codes are as easy to generate as static QR codes, and they give you the flexibility to change the content your customers see when scanning the code, to improve campaign performance without having to re-design your packaging or sign.
2. Automate code/package matching during the design process
When developing large-scale QR code campaigns, marketing teams are often challenged with making sure that the correct QR code is designed onto the right package or sign. The graphic designer typically receives dozens of codes and design files, along with a spreadsheet that tries to explain which code goes where – but it’s very manual and slow, with no way to easily match the right code to the right design. This can often lead to campaign delays or the wrong code being placed on a package or sign.
It’s well worth it for marketing teams to automate code/package matching to speed up the design process and, more importantly, to avoid designing QR codes onto the wrong packages or signs. CodeBroker, for example, helps marketers get ahead of this problem by automatically assigning each QR code file with a unique, descriptive name, which allows the designer to easily match each code correctly with the corresponding design file. This not only speeds up the entire process, but also ensures there are no instances of the wrong QR code being designed onto a package or sign.
CodeBroker also gives marketing teams “QR Code Test Mode,” which provides a review page to which each QR code points. The review page includes the QR code file name, descriptive information about the code, and a link to the final content. So, as you proof the package design for accuracy, you will know that you have the correct QR code in place – even when the final content isn’t ready.
3. Prompt customers to scan the code
It sounds pretty obvious, but you will increase the probability that the code will be scanned if you provide a visible call-to-action. Make it immediately clear to the customer that if she scans the code she will receive an immediate benefit, such as: “Scan to see more selections online.”
4. Optimize Content Usability
For customers to benefit from the content accessible from the QR code, the target website must be a mobile optimized page/site so that it can be seen clearly on a smaller smartphone screen. In addition, because of often spotty Internet connections in stores, you may want to reduce the content size to a minimum.
5. Track and optimize your campaign
After your campaign has launched, track campaign performance metrics, such as which codes have been scanned and how often they have been scanned, and use this information to quickly make adjustments to your campaign.
I invite you to learn more about QR code marketing and CodeBroker’s solution here on our website.