The Creative Companies Blog

Executing a Successful QR Code Campaign: Part 2- Proper Planning

Tweet

 

Last year I attended a very large printing services industry conference at the Washington Convention Center in Washington DC. This is a very large facility located in the heart of DC’s downtown area with restaurants and meeting rooms at street level and an expansive expo facility located several levels underground.

One of the expo vendors, a large multinational paper and office products company, had paid to have very inventive posters inlaid into the carpeting throughout the facility. These posters sported pithy sayings, much like fortune cookies, that were designed to catch your eye. Each of them offered the same thing – scan a QR Code and enter to win something.

Throughout the three days I watched as people stopped and read these advertisements, brought out their smartphones, and tried to scan the QR Codes. While a very few succeeded, most tried and tried with no success and eventually walked away. The problem wasn’t with the QR Code itself – it scanned just fine – the issue was with the facility’s location so far underground. Most cell phones couldn’t get a signal to connect to the company’s website to complete the entry.

I share this story with you to illustrate that it is just as important to understand WHERE a consumer will encounter your QR Code and HOW they will use it, as it is to understand WHY you want them to use it in the first place.

My earlier print marketing article talked about creating a CALL TO ACTION - the desired end point you want your consumer to reach. The WHERE and HOW is the straight line that gets your consumer to the CALL TO ACTION, thereby enabling the activity you desire. While QR Codes can be used for several types of data exchange, we are going to focus this discussion on opening a website address – which is also the most error prone.

The first part of drawing the line is determining WHERE your consumer will encounter your QR code. This includes both the geographic location as well as the physical media the code will be imprinted on. For example, you might have marketing posters printed and displayed in city bus stops.  

Three basic factors to consider when determining WHERE to place your code:

1. The location needs to be appropriate for interaction with a mobile device.

   Place yourself in the consumer’s shoes – are they likely to have a smartphone with them; is it appropriate for them to use a smartphone’s camera in this location; can they safely use the smartphone?

2. The location needs to allow the consumer sufficient time to view the advertisement, activate the QR Code reader, scan the code, and complete the CALL TO ACTION.

   Time is of the essence; you don’t want to slow down lines, create congestion or aggravation. Make sure your consumer has ample time to complete the activity, in full, at the location.

3. The location needs to support the CALL TO ACTION’s activities.

   Just like my example above, you need to ensure the consumer can complete the activity at all locations where they might encounter the code. If you’re relying on a cell phone or wireless signal you should test several carriers and multiple brands/model of phone to ensure they work as expected.

Some scenarios are, obviously, outside your control. But before you send out a postcard campaign which is mailed to a consumer located in an area without cell phone service, check the major carriers website and plug in a zip code from your list. If you are unsure that the QR Code will work as desired, include a website address they could use that (assuming a hard wired internet connection and PC) to complete the transaction.

If you are thinking about implementing any type of print marketing with QR code, contact me for a free 15 min review of your QR campaign. 

Or pre-register here to receive my pending e-book: Checklist for Executing a Successful Print Marketing Campaign with QR Codes and my presentation from the National Postal Forum  entitled 'Executing a Successful QR Code Campaign'.

Photo credit: blogs.jwatch.org