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Rules of QR Code Engagement
QR stands for Quick Response, but don’t count on it. Although the technology has been around for a few years now, the responders are just beginning to get the hang of it. This is still fairly new terrain for marketers and the public so we’re all finding our way.
The first codes I experienced a couple of years ago fed me a discount coupon that wasn’t really a discount. A $100 coupon off a new Jaguar didn’t exactly do anything for me. Well, it actually made me laugh. Probably not the affect they were going for.
Another scan from a magazine ad delivered the ad to my smart phone. My first thought was QR must stand for Quite Redundant. Can’t remember the ad or brand now for some reason.
Just when I was sure scanning codes wasn’t for me, I saw a code on the back of a ketchup bottle in a restaurant. We were waiting for our food with time on our hands, so I scanned the code. I was pleasantly surprised there wasn’t a coupon for ketchup. I would have forgotten about a coupon by the time I needed to buy a new bottle.
Instead of selling me ketchup, the surprise I discovered was meaningful engagement with something other than ketchup. Heinz gave me the ability to send a thank you card to our troops.
In the space of a few minutes, while waiting for our dinner, Heinz engaged me. I chose the design, typed my message and clicked send in just minutes. I felt good about sending my thanks and praise to a deserving soldier.
In order to do this, I simply needed to give Heinz my email address and let them know if I would like to receive offers from them via email, which I did. Well I guess they will sell me ketchup after all. Their brand certainly made an impression.
Since more than 40% of the U.S. population carry around the technology to scan codes on their smart phones, we’ll continue to see more QR Codes on ads, posters, product labels and even t-shirts.
Here are a few rules of engagement that will ensure your QR Codes receive the quick response you’re looking for.
- Educate: If your best prospects and customers will find value in learning more about your company or offer, add a code to your advertising and marketing materials that drive them to an informational page or site. You can continue to update the site to test interaction and interest.
- Inspire: Selfless promotion of a worthy cause or non-profit has proven to create a positive brand impression. For the best results, select the cause that resonates with your company and your target audience.
- Simplify: Make life easier for your prospect. Add a QR Code to your business card that leads to an electronic business card. Your information can then be saved in your prospect’s address book without all the typing. You could also add a QR Code to an invitation that gives the recipient the option to update their calendar with the push of a button.
QR Codes are just one of the tools of a savvy relationship marketer.
Developing a strategy and implementing a consistent communication and marketing plan that provides value to your prospects and customers before and after the sale is simple, but not always easy when you are focused on day-to-day operations within your business.
Sunspark Communications can help you develop the right messages, delivered in the most effective mediums at the right intervals for your target audience.
Let's Chat,
Debbie Donaldson
President & CEO
Sunspark Communications
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