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Tips on using QR codes (guest post)

by | Apr 1, 2013 | Business, guest bloggers, Marketing, other sites, social media | 0 comments

As small businesses try to fight the good fight against larger players, they often invest significant funds in trying to mimic practices that those bigger companies employ, particularly when it comes to marketing. QR codes are one of those marketing techniques that are being hyped up as the panacea for sharing information about a company and its offerings via smartphone applications. Great idea, but QR codes aren’t necessarily a fit for all kinds of businesses.

This article was contributed by John Gumas, who is a San Francisco-based advertising executive with a focus on helping small businesses and brands compete against larger competitors. His piece provides some advice for using QR codes based on his company’s experience in working with “challenger brands”.

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Are QR Codes Worth It?
By John Gumas

Quick Response (QR) codes are a prime example of a technology stuck in limbo between the early adopter and the mainstream consumer. According to a recent study, only about 20% of smartphone users have scanned a QR code at least once. When one takes into account the amount of the population that actually owns a smartphone, it becomes clear that QR codes are only relevent to a thin slice of the market.

Although few seem to be using QR codes, many companies deem them worthwhile to integrate to their marketing strategy due to the fact that they are easy to generate and cheap to create. A company simply needs to slap a code onto an advertisement and voilà: Facebook Likes galore. QR codes provide instant access to a great deal of information simply by scanning the code with a smartphone. Notice a cool ad on a bus shelter and want to know more about the product? Just hold up your phone to the QR code and you are instantly connected to a relevant webpage.

One of the drawbacks of QR codes is that they are large and unattractive; creative directors spend hours on a poster only to have it tainted by a square of pixilated black dots. For an additional expense, this can be combated. QR codes can now be created in different colors, text, logos or even cartoons – Louis Vuitton, for example, has a panda. Of course, there is the issue that the consumer may not even realize what it is.

Yet, another issue is the inconvenience factor. In order to get the encoded information, one has to first download an app onto their phone, take a picture of the code, then wait for that picture to be processed. For many, this is far too much work to access what is most likely another advertisement. And what happens if you’re in an area without cell coverage?

So, here’s our advice on QR codes:

  1. Use QR codes sparingly and provide incentives for using them. Have them link to something useful, like directions or hours of operation. Coupons are also a great way to lure people in. Also, use this as an opportunity to show off fresh content; don’t make it a repeat of the same advertisement they were just looking at.

  2. Always make sure that the page the QR code links to is optimized for mobile devices. Far too often QR codes are scanned and the user is taken to a nonexistent webpage.

  3. Most importantly, make sure your audience is tech-savvy. An octogenerian is not likely to be scanning a QR code for more information on calcium supplements.

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John Gumas is the Founder and President of Gumas Advertising, a San Francisco advertising agency that has been providing branding, advertising and marketing services for challenger brands since 1984.