Knowing how to use QR Codes properly is important

What are QR Codes, and why should you care?

QR Code (abbreviated from Quick Response Code) is the trademark for a type of matrix barcode (or two-dimensional barcode) first designed for and used in the Japanese automotive industry.

Over the years, the QR Code system has become popular outside the automotive industry due to its quick readability and greater storage capacity (up to 300 times) compared to standard UPC barcodes.

Today, QR Codes have a number of beneficial applications, but they’re especially effective when used in marketing communication programs. That’s because they can help consumers receive pertinent information about a product or service in a flash. All the consumer has to do is wave his or her mobile device over the QR Code and presto, the promotional content instantly shows up on that person’s screen.

Keep it simple when using QR Codes

When you get your marketing message in front of consumers via a QR Code, make sure it’s super simple (truth is, you should do so, whether you’re using a QR Code in your marketing campaign or not). That said, please avoid long, convoluted lists of instructions and bullet points to get your message across when using QR Codes. Remember, mobile device screens are small and the time you have with customers is short.

Mobile and QR Codes are on the move

Global mobile advertising spending is expected to grow to $41.9 billion by 2017. You can be certain that QR Codes are part of the reason for this explosive growth.

QR Codes are not a one-shot deal

QR Codes are most effective when they’re an integral part of a marketing program that’s appealing, engaging, interactive, and unique. QR Code success stories are everywhere, and are being deployed in virtually any category.

By their very nature, QR Codes are most effective when they’re displayed in formats that enable consumers to activate them quickly and easily to receive more information about a product or service they’re interested in. Which is why you most often see them featured in print ads, on direct mailers, and on posters or display pieces.

Unfortunately, some marketers use QR Codes in ways that render them useless. Here are a few ways not to use them (not that you’d ever do that anyway):

• QR Codes that don’t lead to mobile-friendly pages
• QR Codes on billboards or other unreachable signs
• QR Codes on subway platforms (although more transit systems have cell signals)
• QR Codes in airline magazines, again where there’s no signal

Have a great Day!

Audrey Ferrante
Ferrante & Associates, Inc.