9 secrets for creating wildly successful QR Code campaigns
#1 The QR Code campaign with a clear objective
The first, but important step in succeeding with a marketing campaign is to ensure the objectives are set right for the individual QR Code campaign – covering all the business activities, keeping it unique, and jot down a central plan to deliver a favorable user experience.
Heinz’s put QR Codes on their ketchup bottles in US restaurants to promote its new environmentally friendly packaging. The campaign had a clear intent to let its users scan the QR Code to learn what the bottle is made of.
#2 The QR Code campaign that understands their target audience
Once the objective is set right, the next important step is to decide the kind of audience the marketing campaign is for. This key step will build the foundation for your QR Code marketing campaign and target the ideal consumer.
Some of the checkpoints to understand the target audience is –
Who is most likely to engage with this campaign?
What are their defining characteristics?
Does my audience understand the technology of QR Codes?
How can my brand cater better to them?
During the London Olympics, Turkish Airlines created a QR Code scavenger hunt around the city’s bus stops. The QR Flags initiative required people to scan a series of QR Codes of various countries as they moved around the city to win various prizes.
The underlying objective of the campaign was to correlate the number of diverse countries represented at the Olympics to Turkish Airlines’ own diverse destinations.
The campaign drove 20,000 referrals, with customers spending an average of one minute on the mobile site.
Categorize your target audience based on their age group –
If your target audience belongs to the older age group say, 50 plus, accompany the QR Code with educational material on how to scan a QR Code
If the target audience is primarily iOS users, then prompt them to use their camera as a scanner
If the target audience is GenZ, then encourage them to use Snapchat to scan the QR Code
For an audience that is not comfortable with scanning QR Codes, also have a small guide or symbols that denote the scanning action to help them understand better and encourage them to engage with the campaign.
To understand the granular data of your audience and their engagement with the campaign, make use of analytics and split A/B testing to revise the campaign accordingly.
#3 The QR Code campaigns that are personalized
For a QR Code campaign to be successful, it is important to deliver personalized offers based on consumer persona and purchase stages.
Nike partnered with WeChat to create customized QR Codes for shoes for its customers in China. Customers had to scan a QR Code to follow Nike – the users then had to click a colorful image of their choice and send it to Nike to create a customized shoe for each customer.
Puma’s AR Codes were distinct and enticed customers to scan them and learn more about the product.
A simple black and white QR Code may serve the purpose but creative QR Codes instantly grabs the customers’ attention and rejuvenates brand recall.
Here are some advanced design tips to make sure the QR Code stands out –
Add a logo, change the QR Code’s color scheme, and play around with the pattern to represent your brand’s personality
Test the QR Code several times to make sure it scans perfectly fine to avoid printing an unscannable QR Code
Here are some examples of customized QR Codes that can be created using Beaconstac’s dashboard
An eye-catching QR Code can garner more attention, which means more scans and engagement.
Let’s say a juice brand called Fresh Pulp wants to create a QR Code campaign to promote their new range of fruit juices.
The QR Code created for the marketing campaign resonates with their brand by incorporating its colors and logo so users can scan them hassle-free as opposed to a plain QR Code with no distinct features.
The campaign performed well as it was informative for both the brand and consumers.
A call-to-action precisely tells a customer what the QR Code contains and does not mislead them. A simple prompt such as, “Scan QR Code to avail 20% off” works best as opposed to a QR Code with no CTA.
Include a frame around the QR Code to mention the intent of the QR Code clearly. In addition, provide exclusive content with offerings and loyalty programs to encourage customer participation.
A compelling call-to-action can improve a QR Code campaign’s engagement, help in brand recall, and increase ROI.
Beaconstac’s comprehensive QR Code platform also allows you to customize the URL slug so customers can identify the web page they are being directed to easily. When a user scans a QR Code a notification pops up on their screen which help them identify the URL easily with custom URLs.
Did the QR Code campaign achieve your objective? If the marketing campaign was to sell products, did it help?
22% of marketers across the world believe that data-driven marketing strategies have helped them in creating successful campaigns.
With QR Code campaigns, marketers can track the effectiveness of their campaigns in real-time to modify them accordingly.
Beaconstac’s platform offers robust analytics that helps marketers observe the GPS location, time, OS, demographics, Google Analytics integration, heatmap, and change content in real-time that can provide them with an abundance of intelligence, specifically around how customers are engaging with their brand.
Tracking can help marketers to make the entire experience extremely relevant and targeted using the metadata available.
Note that static QR Codes cannot be tracked – only dynamic QR Codes offer the tracking feature.
#7 Dynamic QR Code campaigns that can be well-optimized periodically
Print marketing campaigns cost a whopping $163,000. Changing content frequently requires monetary effort plus manual effort with traditional marketing tools.
Dynamic QR Code campaigns are agile in nature. The contents of the campaign can be edited even after publishing it in line with the demands and key trends of the target market.
Track the QR Code campaign to understand the target audience to optimize content accordingly. Offer exclusive offers, coupons, and loyalty programs to increase scan rate and customer engagement.
For instance, a clothing brand called Summer Somewhere wants to promote its new line of sweatshirts using QR Codes in their campaigns.
The brand deploys two QR Code campaigns with different offerings. The success of the campaign can be tracked with a split A/B testing. One of the campaign’s click rates is high but the purchase rate is low.
With dynamic QR Codes, the brand can optimize the content for the campaign and offer a discount to encourage its users to make a purchase.
#8 The QR Code campaigns that optimize omni channel platforms for better distribution
Choosing a communication strategy is as important as creating a QR Code campaign that is relevant for better distribution of the content.
QR Code campaigns that are distributed equally on omnichannel platforms such as social media, SMS, and emails will garner maximum customer engagement.
QR Codes can be used to bring the audience from a print media campaign to social media to websites. For example, Snapchat allows its users to create custom Snap Codes that link them to their websites.
Make use of QR Codes to call a phone number, send an email, download contact details, and even make a purchase.
Dwimmer, a high-end tie seller incorporated QR Codes in a way that creates and continues engagement before and after the purchase. It begins when a customer is looking for a tie in their store. They scan a QR Code on the tie, access videos and information about the making of the tie, direct them to their social media, and learn about the company.
Even if you get every aspect of the QR Code right, if it isn’t scannable, the campaign collapses. Not just that, if a user scans a poorly created QR Code that delivers a bad experience, they may never scan your QR Codes again.
Here are a few elements that ensure a QR Code scans correctly –
1. Size of the QR Code
To make sure the QR Code is readable, make sure the QR Code printed is large enough for customers to notice and scan it seamlessly. Keep in mind the material and the placement of the QR Code campaign for the correct positioning of the QR Code.
The following factors require a larger printing size –
A QR Code with higher color contrast and an enhanced design
A higher number of encoded characters, especially for plain text QR Codes
2. Optimized mobile-friendly web pages
QR Codes can be used everywhere and anywhere. Always make sure that the scan experience is optimized for mobile and delivers a high-value experience to their users.
QR Code campaigns are specially built for smartphones and tablets, thus, optimizing web pages rightly is crucial. Test the QR Code with several smartphones and tablets of various operating systems before printing them.
3. Testing the QR Code
One of the most important steps to creating a QR Code and printing them on marketing materials is testing.
Under ideal conditions, a QR Code must be scanned within seconds.
Test the QR Code for broken links, typos, and redirect errors before downloading and printing the QR Code. Make use of dynamic QR Codes since they scan much faster than static QR Codes since they are short URLs.
5 common mistakes to avoid a QR Code campaign from being disabled
1. The QR Codes that are difficult to scan
For a successful QR Code campaign, the QR Code needs to be scanned easily without any hassle. Typically a QR Code might be difficult to scan due to the following reasons –
Too much data in the code
The size of the QR Code is too small for the intended scan distance
There is no safe zone around the QR Code
The QR Code is distorted, or the contrast ratio is high
Avoid these errors by ensuring that the QR Code is of the right size (2 x 2 inches minimum).
Make sure the QR Code is downloaded either in an SVG or PNG format to achieve high resolution for the intended printing size and has plenty of breathing space to avoid distortions.
Tip – Use a dynamic QR Code to use a short URL in place of long URLs, so the content remains intact and precise, ensuring reliable scanning even at smaller sizes.
2. The QR Code campaign that cannot be tracked
A static QR Code is not tied to a tracking system, which leaves you with little actionable data.
Make use of dynamic QR Codes that can be tracked on a granular level to measure the activity and performance of the QR Code campaign.
3. The QR Code campaign that uses static QR Codes
A static QR Code’s content cannot be changed, direct to a different URL, or even use it for data. For a successful QR Code campaign, it is vital to change its contents frequently to meet the demands of the market and key trends.
To maintain the control of the QR Code campaign even after they are published, make use of dynamic QR Codes that can be edited on the fly. Since dynamic QR Codes are versatile in nature, the campaign can run as long as you wish to.
With dynamic QR Codes, content can be changed with a single click by accessing the centralized dashboard.
4. The QR Code campaign that is not optimized
Users scan a QR Code via their smartphones, so optimizing the web page for mobiles makes sense. QR Codes that do not lead the user to a mobile-friendly page created a poor user experience ultimately deemed as ineffective.
To engage with users instantaneously, make sure the landing page is formatted for mobile viewing with a strong call-to-action and mobile-specific features.
5. The QR Codes that are ill-positioned
No matter how well the QR Code is created, if it is positioned incorrectly, the purpose of the campaign is lost.
For instance, if the QR Code is to be printed in a magazine, it is best to place it on the page for maximum visibility and not in between the page fold.
Make sure the QR Code to be printed is of the right size and is positioned at a scannable height so users notice it as soon as they lay their eyes on the advertisement. In addition, avoid printing QR Codes on glossy and glassy surfaces to refrain from wear and tear of the QR Code.
If a QR Code is not the center of attention in a QR Code campaign, then the intent of the marketing campaign is diverted.
Well-known brands such as Pepsi, Disney, and Burger King have incorporated QR Codes into their marketing campaigns, and in turn, garnered maximum customer engagement with relevant offers.
Contactless technology is on the rise now. With QR Codes, brands of all sizes can achieve optimum results and push deliverable content to reach the right audience.
Beaconstac’s robust features with a centralized dashboard, tracking abilities with heatmap, retargeting and analytics, custom landing pages, and a variety of different types of QR Codes help in putting together a successful QR Code campaign.
With major players such as Google and Apple kickstarting beacon-based apps in 2020, this year might be the technology comeback for several use-cases ranging from contact tracing, remote ordering, and even to help with indoor navigation.
Read this blog post to read about the latest beacon technology updates.
While the idea of proximity marketing is not new, the fact that 92% of smartphones are compatible with geofencing has allowed marketers to explore this technology in various industries for broader advertising campaigns. Read this blog post to learn about geofencing use-cases in various industry verticals.
Until recently, consumers depended heavily on store-based retailers to frequently replenish consumer packaged goods (CPG) like soft drinks, beverages, and food supplies even as online shopping grew into a near-existential threat.
Learn how CPG brands can establish a direct eCommerce channel using QR Codes and NFC tags.
As marketers are grappling with the ongoing crisis of the pandemic, there is also a considerable amount of apprehension about the future of events. As most states are slated to reopen, the second half of the year looks promising since contactless events have become a mandate going forward.
Contactless events with socially aware rules and regulations will be the way of going forward to ensure optimal safety. In the post-COVID era, only those will succeed who can make their audience feel safe.
WhatsApp’s new QR Code feature, available for iOS and Android users, lets you add contacts in a jiffy, start a conversation with anyone instantly, and help marketers and businesses talk to their customers seamlessly with a single scan.
This blog was originally published on August 16th, 2019 at 12:01 pm