By Wayne Brown
It was only a few years ago that QR (quick response) codes – those little black squares within a square that resemble the textured cubes from Minecraft, seemed to be everywhere from advertisements to store windows. So now the question is – are they still important or was it a fad that never caught on?
In the beginning, QR codes were so popular with marketers because they can hold an enormous amount of information, similar to bar codes. I think the problem was that they were overused and slapped onto every type of marketing collateral. The idea was that consumers would simply scan away to a new web location. However, many of these digital destinations didn’t always end up at relevant places. As a result, consumers felt it was either a waste of time or just ignored it altogether.
Personally, I love QR codes, but two variables need to be present in order for them to be effective. The first one is space. Some collaterals and campaigns can benefit from QR codes, while others can’t. Packaging, flyers & sell sheets, brochures, business cards, menus, wall & floor banners, even store windows can be effective, as long a there is enough design space to insert them. Collaterals that involve movement like highway billboards, TV spots, the web, and someone’s shirt will not be very effective. The next important thing to consider is where the QR code will take the user and what will the value be. QR codes that link to coupons, special offers, contest forms, social media sites, and directions & maps are examples of campaigns that provide value and benefits to the consumer. It helps to have a call to action next to your QR code that prompts the users to scan.
Hopefully, marketers will continue to make better use of QR codes, so that they catch on with more people. Despite what people think, they are not cumbersome. For the marketer, sites like www.the-qrcode-generator.com and www.kaywa.com offer quick, easy, and free QR code generators. For users, the QR code reader app comes with both Android and iPhone. All it takes is to open the app and place it over a QR code. You don’t even have to snap anything. The app will automatically scan and take you to the url destination. The best part about QR codes is that they are fun – kinda like looking for buried treasure, and easier than having to type “www.blahblahblah” on your smartphone.