How do JLO Beauty, Supergoop, and L’Oreal drive traffic and improve the quality of customers?
Using QR Codes!
Discover how you can do the same.
Last Updated:  June 1, 2021
By some estimates, consumers see between 5,000 and 10,000 marketing messages every day. A lot can get lost in the clutter. When your job is to generate leads for your come to help drive awareness and sales, one thing you have to do effectively is stand out from the crowd.
You only have a few seconds to capture someone’s attention and get them to act. One way to distinguish yourself and generate more leads is to use QR Codes as part of your overall marketing efforts.
Here are some ways you can leverage QR Codes for lead generation in your marketing campaigns.
Drive Print to Digital with QR Codes
QR Codes can be effective at driving print readers to your digital platform. For example, a billboard or poster might promote your product or services by including a QR Code. People seeing your ad might spend time typing in a URL on their mobile phone, but they can easily use their phone’s camera to grab the QR code.
When people scan your QR Codes, you can provide them instantly with information and take them online to wherever you want. You might use QR Codes to generate leads redirecting users to:
Special offers, promotions, or coupons
Email lists and newsletter signups
You can also generate targeted lead capture forms on your website and track them back to individual QR Codes for reporting.
Here are some of the benefits reported by marketers using QR Codes for lead generation.
1. High Conversion Rates
QR Codes’ high conversion rates are one of the main reasons they reduce the friction between the end-user and the content you want them to see. Any step you make during the conversion funnel reduces the overall conversion rate. Since QR Codes use smartphones, eliminating many forms can auto-fill the person’s information from the phone to the form, eliminating another step in the conversion process.
In addition, you can track each scan of the QR code to reuse the customer data in retargeting campaigns across search and social ads. This also significantly increases the overall conversion rate of the campaign.
2. Higher Engagement Rates
QR Codes can encourage customers to engage with your products or company. They can be used for surveys, contests, or incentives.
QR Codes are inexpensive. You can reduce the number of printed pieces you create, such as product instructions or marketing materials. Instead, users can scan the QR code and get the additional information they need online. Less paper also means less environmental waste.
4. Direct to Conversion Point
When you create custom landing pages, you can have QR Codes that direct customers to your website’s relevant section. Customers may struggle to remember web addresses and domain names, but scanning a QR Code eliminates the need.
QR Codes are even used by retail stores when customers want to make purchases using cryptocurrency like Bitcoin. With the price of Bitcoin on the rise, this is becoming a primary means of payment for millennials. Stores can create QR Codes with their cryptocurrency digital wallet address so customers can quickly scan the QR code and send a payment for merchandise they want to buy.
Like any call to action you use in your marketing, you need to give consumers a valid reason for scanning your QR code. To effectively generate leads, you must present an offer or provide something of value to a consumer before converting.
QR Codes Track Leads
QR Codes can also provide a wealth of data for companies. When someone scans a QR code, it can report on many metrics that help marketers better understand what’s working (and what’s not), as well as underlying data that can help both brick and mortar along with digital businesses better understand their customers such as:
IP address, including country, state, city, etc.
Device, browser, operating system
Scan to conversions
With integration from Google Analytics, you will see what actions users take after scanning a QR Code to help you track completions and conversions. You can also get a sense of how a potential customer interacts with your website after consuming a print advertisement through Google Analytics Behaviours. Before QR Codes this was a guessing game at best.
You’ll be able to assess the effectiveness of your campaign. By creating different QR Codes for various elements of a campaign, you will be better able to tell which aspects of your marketing drove consumers to act. This can help optimize your marketing continuously.
How Do I Get QR Codes?
QR Codes have been around for more than two decades. They first became popular in the late 1990s, as people were fascinated with technology. The novelty wore off because it was often difficult for people to use a scanning device. With today’s advances in smartphones with high-quality cameras, automatic QR scanning, and free QR scanner apps, QR Codes have made a comeback.
Leverage an online QR code generator to create a unique QR code for your project. Be sure to consider key points such as ease of use, reviews, features, scalability, and pricing before finalising the QR Code generator.
Here’s a guide to help you select the best QR Code generator – https://blog.beaconstac.com/2019/04/best-qr-code-generator-how-to-select-the-right-qr-code-generator/
Not only does this QR code generator allow you to customize the data you use but you can also customize the design and color scheme to match your brand. Here are the steps to create your QR code:
Choose the type of content you want the person to get after scanning the QR code. Beaconstac provides various options such as a landing page URL, SMS, calls, emails, app downloads, and more.
Let’s say you chose to direct people who scan the QR code to a landing page. You would enter the landing page URL and then select either “Static” or “Dynamic” QR code. If you choose the “Static” option then you can’t change the destination URL once it’s created. With “Dynamic” QR Codes the destination URL (and other data) can be changed at any time. This is incredibly helpful as you learn which QR code ads, locations, or landing page messaging are working best.
Finally, track and analyze the QR code’s effectiveness once you’ve distributed it across your target marketing channels.
Examples of Brands Using QR Codes Effectively
Some of the biggest retail brands on the planet use QR Codes that are seamlessly integrated into print and digital campaigns to increase engagement with their target audience. These could be used for anything from creating social interactions to driving sales. Here are some of the top QR code campaigns by today’s most prominent brands:
JLo Beauty co-promoted their beauty brand alongside Jennifer Lopez’s “Dick Clark’s New year’s Rockin’ Eve” musical performance. The MTA train in New York city had the QR code printed on the side which allowed visitors to scan the code for exclusive content and performance information.
Synchrony Bank is a financial services company that helps consumers with products like credit cards and investment products. They are also no stranger to combining print and digital campaigns via QR Codes.
Recently, Synchrony sent mailers to current and prospective customers with a better way to get a return on their savings money with a CD. Instead of providing all the information, such as interest rates, they used a QR code directly on the mailer to direct recipients to a landing page with current interest rates. This way, they can collect additional information from the person for future marketing campaigns.
L’Oreal is one of the biggest cosmetics brands globally, and they are constantly looking to engage with new young consumers. They worked with Glamour to create an ad campaign that leveraged QR Codes on print ads in taxis across every central metropolitan area.
The brand took an interesting approach with the ad campaign supporting their brands like Lancôme and Yves Saint Laurent. Instead of redirecting people from the QR code on ads to product pages, they wanted to give people a more engaging experience while stuck in traffic.
Upon being redirected to the landing page from the QR code, the person would get a series of videos and information about using the products before being led to shopping on the website.
Skincare brand Supergoop used QR codes during the pandemic in a very creative way. At the end of 2020 the skincare brand used QR codes on all of their Sephora in-store displays. By scanning the code, customers received information about the product’s ingredients and videos about how the product was formulated. This contactless content option allowed in-store visitors to access information without having to pick the product up until they were ready to make the purchase.
“We’re encouraged by usage to date. The feature continues to gain momentum as consumers return to shopping in-store,” said Britany LeBlanc, VP of marketing at Supergoop, when asked about metrics for the campaign. “Our current test is in pilot mode, but we are planning a full rollout of the feature this spring.”
This technology has been used across print and digital to engage with customers around content or drive sales. QR Codes are incredibly effective marketing tools to engage customers and track the success of each campaign.
Statista reported that an estimated 11 million households had used QR Codes to scan in 2020 there’s no doubt that there’s a huge opportunity for marketers. Brands like L’Oreal, Synchrony Bank, and others have taken notice of employing QR Codes across their print and digital campaigns to drive user engagement and conversions.
How do you see using QR Codes in your own business’ marketing?
Megan Wright is the Chief Editor for ChamberofCommerce.com. Chamber specializes in helping small businesses grow their business on the web while facilitating the connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.