My blog post on QR codes generated the highest number of comments of any recent posts.  There is a tremendous amount interest among marketers looking to use QR codes in a vast array of marketing applications - from business cards to use on race cars to in store merchandise tagging.

There also is an emerging recognition that the coolness factor isn’t enough.  Not only should marketers understand the how, they need to be clear on the why QR codes make sense.  A recent post in Mobile Insider by Steve Smith highlights this very well.  Taking a customer or prospect to a website that simply shows a long video ad or provides no new information, won’t work.   Consumers won’t be scanning codes very often if this is the best we can offer.

As applications are evolving, there is going to be a lot of trial and error on what works to achieve meaningful promotion results.  But it does seem there a few basic must do rules that should be observed:

1.       Make content relevant and interesting.  As the Steve Smith blog highlights so well, there’s no point in having brand messages at the time the consumer is ready to buy. At this point, they need specific product information or comparisons to help them buy the product in their hand.

2.       Based on the previous comment, provide information relevant to where the consumer is in the buying process and purpose of the communication.   Is it to create brand awareness. generate leads or close the sale?

3.       Decide if excluding consumers is acceptable. If your primary audience doesn’t have a high concentration of smartphones , you are going to exclude a large segment of your audience from participating your promotion.  You should decide ahead of time if there is an alternative way for those consumers to access the content  through a URL or text message option.

4.       Mobile marketing needs to be mobile web optimized.  Your site must be ready to accept visitors from a range of mobile devices.

5.       Keep it simple and don’t assume the consumer understands what to do.  We are still early in the consumer understanding of what QR codes are and how to actually use them.  I talk to marketers on a regular basis who aren’t familiar with them.  Why would you expect your consumer to be any more knowledgable.

6.       Don’t assume success.  The example below highlights this nicely.  The QR code wasn’t readable with my Blackberry Torch – incorrect protocol.   Even if your target consumer is  willing, they may not be able to read your code. Consider importance of  Point 3.


7.       Measure results.  QR code promotions may be cool but do they work better than other formats?

Over time, some of these issues will disappear. But  as QR codes are the latest shiny bobble marketers are in love with, it is worthwhile assessing what your objective is and how to achieve these.

CF Marketing Group delivers promotions using unique, innovative products to increase the stickiness of your promotional messages for auto, sports or retail contests, events or sponsorship activation programs.

Stickiness means your promotion will be noticed, have interactive elements and deliver measurable results.

We have added new services including text to win, QR code contests and a very cool video advertising app.   Call me at 1.888.215.8315 or email volker@cfmarketinginc.com to discuss some ideas on how we can help with your next marketing promotion or sponsorship activation program.