3 Things to Think About Before Starting a QR Campaign
As QR codes become mainstream, there remain many questions about what a QR code is and how best to add them to marketing campaigns. (For the basics - check out the QR code primer I added to our company blog). If you've decided to actually implement a QR campaign, be certain to include these thoughts in your planning:
1) Create value
Make sure your campaign will actually be valuable to the participant. While still new to some people, QR Codes are gaining in common use. If you use them simply to spam your customer, you’ve lost an opportunity to establish a relationship. Like anything else in the social marketing sphere, it's all about trust - don't make people afraid to scan your future QR codes by messing up the first few.
2) Think strategically
Will this campaign deliver one-way communication or will it provide a means to start a conversation with a new customer? Think contests, subscriptions or give-ways. If you can continue the conversation beyond the initial attraction phase you are planning properly.
3) Be unique
Most QR Codes result in a webpage while missing the opportunity to use a text, email or phone link to connect. Know your audience. Maybe a recorded message would work better than a webpage to further your engagement. Perhaps a SMS would work even better. Don't be afraid to experiment with various methods to see what works best for your intended audience. Creating the unexpected may build your brand more effectively than the “tried-and-tired”.
QR codes have great potential and are gaining acceptance at an amazing pace. They will likely have a short half-life but while they are in the public eye it's important they are used to their full potential.