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Navigating the QR Quagmire

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QR Codes

When it comes to QR (quick response) codes, there’s smart execution and, well, frankly not-so-smart execution. The key ingredient to keep in mind when creating a piece with a QR code is to ask yourself: “Is this simplifying the message?” Its use should be appealing, engaging, interactive and unique. If it’s not, revisit your approach.

Here’s a list of best practices to consider before placing a QR code on your next marketing campaign:

  • What’s the point? QR codes function best when they have a purpose. Are you sending your audience to a specific landing page or maybe offering them a discount? Your QR code should add to the user experience. If you’re sending them to a special spot on your company’s website, make sure that page is ready to go before launching your campaign. This may sound like a no-brainer but many a QR has been launched that sends the user to a dead link.
  • Mobile, mobile, mobile: Wherever you are sending your audience, make sure they can view it easily on their mobile phones.
  • Watch where you’re sticking that thing: First and foremost, QR codes should be placed in an easy-to-scan location. If your audience is whizzing by in their car or the code is up too high (like on a building), your message will be lost. The size of the code is also important. The absolute minimum size a QR code should be is one inch square.
  • Dangle the carrot: Entice your user with a simple call to action. Your audience won’t pull out their phones and scan the code if they don’t know what they are going to get in return. Also, depending on who you are targeting, consider simple instructions on how to download a QR code reader.
  • Does it pass the test? This list of best practices won’t amount to a hill of beans if the code doesn’t work properly. Once you’ve designed your piece, scan the code to make sure it goes where you want it to. Also track your data to see if your QR code is capturing your audience like you planned.

Clever QR Code Execution

  • Business window clings: Here’s a great way to entice your audience inside with a special offer or to advertise a new product. You can also use the QR code to educate when you’re closed by leading them to a menu of your services, hours of operation and how to make an appointment or reservation.
  • Promote to a captive audience: While putting a QR code on the side of moving public transportation isn’t the best idea, the inside of the bus is. Bus benches and shelters are also a good spot.
  • Trade shows or vendor fairs: Chances are your audience is suffering from sensory overload at an event like this, so capture attention quickly with a clever pitch and a QR code that leads to your offer or service.

Whether you need a creative QR code brainstorming session or help executing your QR code promotion with a printed or large format piece, the team at West Press is here to help. Contact West Press or your Account Executive at 520-624-4939 today.