I couldn’t help but notice questions around QR Codes on various marketing community forums.
Can you redirect a QR Code?
How do I change the content of a QR Codes?
Have a similar concern? Or something else? With this guide I aim to address all queries around dynamic QR Codes, creating marketing campaigns in 2020 and selecting the best dynamic QR code generator. So if you want to :
Boost engagement on offline marketing material
Increase offline-to-online conversion using QR codes
Measure the effectiveness of offline marketing campaigns and fine-tune campaigns
A dynamic QR code is editable and it has the potential to change the landing page or linked action – even after printing and distributing. This flexibility is in terms of the time (varies based on season, day of the week or a one-time launch) and device used for scanning.
The #1 thing about dynamic QR codes is that it rotates campaigns linked to it without the requirement to reprint and redistribute.
How do dynamic QR codes work?
When you create a dynamic QR code on Beaconstac –
A standard short URL is assigned to your dynamic QR code
This short URL redirects to different landing pages based on time, location and scanning smartphone. This can be modified from the Beaconstac dashboard
Once the dynamic QR code is printed and distributed, consumers scan these visual codes to see extremely relevant campaigns.
Consumers could either use their smartphone camera or a scanner app to scan the QR Code
Do dynamic QR codes look different from others?
No, they don’t. They look just like a normal QR Code, but they work differently. Having said that, you can customize your dynamic QR Codes with colors, logos, and shapes. Here are few inspirations for a dynamic QR Code –
Do QR codes for marketing work in 2020?
QR codes have seen a resurgence in its usage in the last couple of years. This massive upturn can be attributed to two major factors –
Major consumer brands like Google Pay, Snapchat, Amazon, Bing search, PayTm and BookMyShow made scanning a QR code a phenomena
How are dynamic QR codes different from the basic/regular QR codes? [static vs dynamic QR codes]
Black-and-white QR codes that redirect to a fixed URL are something that most of us would have experienced by 2019. But dynamic QR codes take this to the next level. Dynamic QR codes have flexible destination URLs. These URLs can be either scheduled or changed in real-time based on the time, device and location. Types of re-direction for dynamic QR codes are –
Differences between static QR codes and dynamic QR codes
Static QR codes
Dynamic QR codes
Once created, the destination URL cannot be changed
Have the flexibility to change the URL linked to it – even after printing and distributing
Stores the data directly in the QR code graphic
Stores a short dynamic URL on the QR code graphic
QR codes that store complex data look extremely dense
These QR codes are lesser dense images and are more reliable to scan.
One cannot track the performance of a static QR code
The performance of a dynamic QR code can be tracked
Chapter 2: Advantages of dynamic QR codes
#1. Make on-going modifications to a QR code campaign based on analytics
High traffic restaurants and supermarkets often want to change their offers and prices dynamically based on how the offer performs. With detailed analytics, measure scans, when the scan took place, where and with what device. FIne-tune campaigns for maximum success
#2. Save time & marketing dollars by changing campaigns rather than reprinting marketing material
Cosmetic brands and F&B brands have great opportunities for engaging with a customer for an elongated time duration via a QR code on the product or the packaging. Be it a new product launch, month’s special, re-ordering or a season’s special, rotate campaigns linked to a QR code and re-engage with your existing customer base. With dynamic QR codes, one can plan flexible marketing campaigns to boost conversion and make it extremely relevant. Also, save time and hundreds of dollars!
#3. Fix typos or mistakes conveniently
One might make a mistake while entering a URL, phone number on a vCard, or an email address. In the case of a static QR code, the only option is to re-create a QR code, re-print and re-distribute. On the other hand, dynamic QR codes are easy to edit or update.
#4. Dynamic QR codes can be scanned quickly
Dynamic QR codes have short URLs assigned to them that redirect to desired destinations. This means that it stores fewer characters as compared to a static QR code that stores data directly. As a result of which, dynamic QR codes can be scanned faster and easier.
Chapter 3: Dynamic QR code – Use cases
I have identified some of the most common industries that can leverage dynamic QR codes. Nevertheless, almost all industries can borrow from these use cases and build a powerful QR code campaign.
Use QR Code menus to prevent diners from coming into contact with physical menus during the pandemic.
Use QR codes on pamphlets and standees and rotate campaigns based on the time of the dayandday of the week
Use QR codes on menus to prompt offers based on the season or festival. For eg, cold coffee options in the summer and hot chocolate in winters.
Update the same QR codes put up on restaurant windows and strategic billboards to reveal flash deals and limited offers
Use dynamic QR codes instead of multi-fold physical menus. This lets you update the menu from time to time
Create an interesting wall of curiosity that helps you engage with your diners. Deliver engaging content on a scan – chef in action, virtual tour of the kitchen, nutritional information and food talks, MasterChef episodes to grow the appetite and more.
Use a QR code to allow users to connect to your WiFi. Dynamic QR code allows you to update the password whenever you choose to change it.
FOR REAL ESTATES
Updating contact details on a business card can be a nightmare and especially for real estate agents, where they are in the business of getting found. Some of them opt for sticking labels on business cards, while the others have to get new ones printed. The first option spoils the aesthetic and the latter compromises with the older customer base. Instead of doing all this, add a dynamic QR code generator on the business card that gives you the flexibility to update information whenever you need to.
Use dynamic QR codes on real estate brochures. This ensures that Irrespective of when a prospect scans the QR codes they will see the available properties in their city. This can also help you generate leads from marketing material, such as brochures. Allow users to view available properties only after a lead gate.
Place dynamic QR codes on sale signs. This makes sure that potential buyers can scan and find information about a property 24×7 – even when you are not around to walk them through the property.
Add dynamic QR codes to local newspapers or magazine ads. This ensures that you switch the destination URL to a default homepage once the campaign is over.
You can also use dynamic QR codes to navigate potential buyers to the property or your office. Update it when you change your office or want to sell another house!
FOR CBD COMPANIES
Most reputable CBD companies in recent times have either switched or are switching to QR codes on packaging to ensure abiding by CBD regulations. Not just that, adding a QR code to a physical product unlocks a host of marketing and communication opportunities for the brand.
With a dynamic QR Code on product packaging, CBD companies link to required certifications of analysis and other required information such as expiration date, the concentration of CBD, etc. This also allows companies to measure engagement with product packaging.
Chapter 4: Factors to consider while selecting the best dynamic QR Code generator
While making a smart choice for your business, consider that following factors –
The dynamic QR Code should be customizable. It should have all the required design options
They should be trackable
Allows downloading in multiple formats
Allows creation of different types of dynamic QR Codes – website, SMS, email, call, app download and more
An added benefit is to be able to create dynamic QR Codes in bulk
The dynamic QR Code generator must have a QR Code API that automates QR Code creation
Chapter 5: How to create dynamic QR codes and build a campaign?
How to create a dynamic QR Code campaign?
Creating a Dynamic QR Code is as easy as creating a static one. Follow these steps to create a dynamic QR Code –
Step 1: Select the type of QR Code you are looking to create
(Make sure you select options available under the “dynamic QR Code section”. Let’s say you want to create a QR Code for a website.
Step 2: Input the website URL
For eg, the campaign landing page for the current month is freshbakes[dot]com/October-favorites. Your QR Code ready by this step. However, if you are looking to customize the QR Code, proceed to the next step
Step 3: Customize the QR Code to increase engagement
Get creative with the QR Code color, the background color, logo in the center, data patterns, custom eye shapes and more. Here’s a QR Code customization guide from our in-house design team that might be helpful.
Step 4: Download your dynamic QR Code. It’s that easy!
How to update/modify a dynamic QR Code campaign?
There are multiple experiments you can run with a dynamic QR Code campaign. Here are a few of them –
[Daily or Weekly update] Rotate campaigns based on the hour of the day
[Seasonal update] Update campaigns for the festive months or launch dates
[One-time update] Update your personal information, a new office address, phone number or a website link
Let’s talk about each of the above-mentioned cases individually.
#1. Dynamically update a campaign – daily/weekly
As a business, the offers you push on weekends are very different from the weekday offers. Also, the offers for breakfast are different from the dinner offers. With Beaconstac “schedules” to can create timed campaigns and link them to QR Codes. This campaign delivery automation not just makes the offering more helpful and engaging, but also increases sales.
These campaigns could be business websites, mobile landing pages created on Beaconstac (markdown cards), or forms.
Need to change the campaign mid-month? You can! Just edit the schedule and you are good to go.
#2 & #3. Dynamically update campaign – seasonal or one-time
Your QR code could be linked to one of the following –
To update the information simply follow the steps below –
(Let’s take a vCard QR Code for example)
Step 1: Click on “Edit” the QR Code
Step 2: Skip to “Setup” on the progress bar
Step 3: Edit the field you want.Let’s say, the mobile number
Step 4: Finish and save changes
Chapter 6: How to build high converting campaigns with dynamic QR codes
There’s no right or wrong way to build a high converting QR Code campaign with Dynamic QR Codes. But, there are some actionable tips based on marketing experts and past campaigns.
Here are 3 things you should keep in mind to create a high converting Dynamic QR Code campaign:
#1. Add your logo: A branded QR Code gets far more scans than one without a QR Code. It also instills trust in your consumer and is real for brand awareness. Upload a square version of your logo for the best results.
#2. Add a CTA: A call-to-action that shows exactly what the QR Code is intended for can not only greatly increase the number of scans but also target the right audience. For instance, if you have 50% off on women’s jeans, only the intended audience will scan the QR Code and avail the offer and you don’t risk disappointing other consumers.
#3. QR Code design: For your QR Code to have more scans, it should stand out from others. Design your QR Code by changing the elements of the QR Code to align it with the rest of your branding. You can use a template if you’re unsure of where to start or adopt a trial and error approach to design your QR Code.
I am fascinated by tech-driven marketing. Love to read & write about entrepreneurship and tech-driven business strategies for B2B and B2C companies. Have b(e)acon and eggs for breakfast and always up for doughnuts!
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