The secret to creating high converting QR Code campaigns
Last Updated: December 3, 2019
Ever wonder why brands like Coca-Cola, Alibaba, WeChat, Starbucks, Amazon, PayPal use QR codes in their marketing strategies? Well, the answer to that is simple. QR codes are 2-D barcodes that can contain up to 2335 alphanumeric characters and can easily be scanned with smartphones without an app to read the QR Code.
QR codes act as a bridge between online and offline marketing. As QR codes are fully customizable, adding QR codes to your marketing strategy can yield a very high ROI
5 point checklist to run successful QR code campaigns:
1. Set the QR Code Campaign objective:
It’s vital to set the intent of the QR code campaign. Is it for the purpose of creating awareness about a new product/service? Is it to market your new event and encourage attendees to buy VIP tickets? Or, is it to maximize sales for your online business?
Different types of campaigns require a different, customized QR code. If you are not too sure about what you want to use the QR code for, you could always use a dynamic QR code that you can edit even after you’ve printed it.
2. Generate QR Codes:
Creative and unique QR codes instantly grab the user’s attention and rejuvenate brand recall. Think Nike’s ‘Just Do It’ tagline or Coca-Cola’s ‘Share a Coke’ campaign. For a successful QR code campaign, designing a unique and creative QR code is a very crucial step. In addition to this, choosing the best QR Code generator will guarantee a QR Code that isn’t broken.
Choose the type of QR code – Static vs Dynamic QR Code
With static QR codes, you cannot edit the information once it has been created. They are ideally used for a one-off campaign and the metrics cannot be tracked.
Some examples of using static QR codes are: to distribute newsletters or event information (venue, timings, guests, etc) or sharing documents.
Dynamic QR codes, on the other hand, are editable. The content within this code can be changed as and when required. Once a QR code is scanned, the user is taken to the associated action – landing page, location, PDF to QR Codes.
To better illustrate how a dynamic QR code works, let’s imagine a restaurant that has customized menus that change every day. Depending on what time the customer scans the QR code, corresponding menus get displayed to the customer. The best part is that not only is the content dynamic but scans can also be analyzed. You can track the number of scans and device/location it was scanned.
One of the ways to make QR Code campaigns eye-catching is through attractive QR codes. A QR code can be made colorful to resonate with the brand color. Logos, images or text can be added within the QR code.
Having a QR Code campaign that doesn’t take the user to a mobile-friendly landing page can spell disaster. In 2011, Continental Airlines had made this error with their QR Code campaign. The landing page had a pop-up that covered most of the screen making it impossible for people to actually click on any of the options.
Data privacy has become a major concern so asking consumers to scan a QR code that does not tell them what to expect is not recommended. Adding a CTA to a branded QR code assures the customer and targets the right audience segment. For instance, a CTA “Scan to get 50% off on women’s jeans” would ensure the right customer segment is scanning these QR codes.
4. Test the QR codes:
Under ideal conditions, QR codes can be scanned under less than a second. However, it is always crucial to test out the QR codes in the exact circumstances that you are going to deploy them. In 2011, Red Bull placed QR codes on a subway campaign that was too small to be scanned from afar and required the internet whereas the subway did not have great connectivity.
It is also important to test for broken links, typos, and any redirect errors. When you create a customized QR code, make sure that the background and foreground have a 40% contrast ratio to prevent the QR code from becoming unscannable.
Not only do QR codes make it easy to drive online sales, but they also improve the efficacy of print marketing such as direct mailers, flyers, and posters.
Note that static QR codes cannot be tracked. So, you have to use dynamic QR codes to see the number of scans, device, location and time of the scan. You can also retarget users online on Google and Facebook who have scanned your QR code but not moved further down the funnel.
Turkish Airlines used a QR code campaign during the 2012 Olympics. Flags of all countries participating in the Olympics were placed at 1000 different locations. A user who scanned the most number of QR codes was rewarded a 2-way flight ticket to any destination that the Airline flies.
The official site of Zumba uses QR codes for authenticating a member to join an event. QR Codes are an easy way to register, provide information like venue, routine, instructor information or make payments.
Heinz is well known for its CSR activities. In one such eco-friendly QR Code campaign, Heinz used QR codes at the back of a ketchup bottle. Customers were instructed in the front of the bottle to scan the QR code, pledge to become environmentally responsible on the page and like their page on social media. For every customer completing these 3 steps, Heinz promised to plant a tree targeting 57k trees through this campaign.