Loves me some square hieroglyphics. From MarketingProfs comes this piece on proper care and feeding
Here are some tips on making the most of QR codes.
- Use content that is unexpected and customized for that particular moment. Don’t just send customers to a generic website.
- Naturally integrate the codes into consumers’ lives. If you’re a wine brand, for example, offer intriguing recipe pairings or entertainment ideas.
- Use the technology to measure and deliver insight. Capture email addresses, locations, buying behavior, and more. Setting up a QR code without that extra layer is missing out on its value to you, the marketer.
- Make sure the QR codes are scannable. Just this year, Facebook painted a humongous QR code on the rooftop of its headquarters. This followed an early trend to place QR codes in impossible places. They are tough to scan when you’re a human being with your feet on the ground. Keep the size and placement of the QR code simple and convenient. Don’t oversize the codes, and don’t make them too tiny to be seen.
- Think about place-based advertising for QR codes. A Korean fast food place hung its codes outside, where the codes were only scannable when the sun cast shadows over them—at lunchtime. The reward for scanning was discounts and deals at the restaurant. Guinness added them to beer glasses, so the codes were only visible when the glass was filled with its dark beer. If you know where your consumers are, ask yourself what they need from you right that minute. The answer will deliver some clever ideas for valuable or fun content.
via mpdailyfix.com (note: the piece was contributed by Sherry Orel of Brand Connections; click through to see some examples - esp the Guiness!)
when my organization used these in fundraising event posters, I lobbied to have the code direct to a special registration form that included some mobile-optimized content about the event as well as the fields from the standard form. baby steps...