A Digital Marketing Confession: Why You Should Be Using QR Codes
The dreaded QR Code is back. Did it ever really go away? Years ago I would cringe when someone mentioned QR Code in a meeting, but today, I am the one recommending them. You should be too.
So why did the QR Code fail years ago? Well, it could be the ridiculous implementation of QR codes on the subway back walls, across the tracks where it was impossible to scan. Or QR codes on billboards that were impossible to scan while driving, or hundreds of feet up in the air on buildings.
Every so often, you found a QR code you could scan. Excitement filled the air as you wonder what’s on the other end of that black and white barcode looking box. You pull out you phone, open your camera and nothing. You forget that a 3rd party app is required, so you go download it, open it, scan it again and go to website that isn’t optimized for mobile and is basically the worst experience ever. You delete the app and promise to never scan another QR Code again.
Fast forward to the last couple years,. Everyone has a smartphone, majority of websites are mobile friendly and both iOS and Android built QR Code readers directly into the camera app. The experience is now simple and flawless. This is why QR codes are now setup for success, and you should seriously be looking at them as part of your digital marketing strategy.
Let’s take a look at a few use cases for QR Codes.
1. Post-COVID non-touch interactions. My wife and I went out to breakfast this past weekend as restaurants are now starting to open up. I personally don’t mind touching the menus, but it’s clear that many consumers are still very careful and businesses need to adapt to that by providing alternate solutions. On the table was a little sign with a QR Code, I opened my camera, pointed it and immediately opened up the menu online. It was flawless.
So how can a dealer apply this to their business? Maybe you link manufacturer catalogs to a QR code, so rather than thumbing through a catalog, your customer can quickly open a digital version on their phones. Manufacturer sales reps can use this type of solution on sales calls as well.
2. Retail Point-Of-Purchase Marketing. Did you know that 82% of customers consult their phones in store before making a purchase? (The ROBO Economy Report, Feb 2018). As a customer is looking at your product in a store, they are likely looking for more information online while standing in the aisle.
Do you have a materials calculator that helps them calculate how much product to buy? Add a QR code to your signage and make it easy for them. Add a QR code to your packaging that links to a short 1-minute promo video on your product showcasing the benefits and ease of installation. The options are endless, but one thing is for sure - QR codes are now quick and easy to operate. Just be sure your experience on the other end of the code is adding value to the customer.
3. CTA’s (Call-to-Actions) in Advertising Campaigns. QR codes can be a simple and valuable tool to track engagement and ROI on advertising campaigns. Add a QR code to your print add and track how strong your call-to-action is with your target market. This will help you define what type of messaging is working and what type of messaging is falling short.
4. Save Trees with Online Forms. Stop with the handwritten rebate, discount and program forms. Manufacturers need to move these forms online for two reasons; better user experience and internal efficiencies and automation. Add a QR code to your marketing pieces and direct the users to quickly and easily fill out their forms online and submit immediately. I guarantee you’ll have stronger engagement.
5. QR Codes are Ideal for Augmented Reality Experiences. If you are looking to implement augmented reality visualization into your marketing and sales process (I recommend you do), utilizing QR codes that automatically open your 3D model is a fantastic user experience.
QR codes have a rough history, but they are finally ready for the big show. Don’t be embarrassed any longer. Go ahead and recommend QR codes as a digital solution in your next meeting. It’s a little painful to promote something we’ve hated for so long, but you’ll get over it. It’s time to Start Building…with QR codes.