5 Tips for Implementing QR Codes

I have discussed barcodes in several blog posts, most recently after my visit to interpack, the global packaging trade show in Germany, and after my visit to the New York International Auto Show. Due to feedback to these posts and interest in QR codes, a type of 2D barcode, in this week’s post, I take a deeper look at them, and offer some insights.

Though QR codes seem to be in the news a lot these days, they are far from new. They were developed in 1994 in Japan. What is new is the use of QR codes as a marketing tool which is being driven by the explosive growth of smartphones.

QR codes certainly offer some exciting potential for promoting shows. They enable event marketers to activate direct mail, print ads, billboards and other media, as these barcodes can be used to trigger a variety of mobile actions, including automatically opening a Web site, launching a video, etc. by mobile users who scan the barcode with the camera on their mobile device. QR codes can also be used to track adjacent media providing valuable intel on your marketing campaign.

With that said, here are five key points that you should consider before using a QR code call-to-action:

1. Your target audience will define to a large degree how productive QR codes will be for your show, so understand smartphone penetration and mobile media habits, especially previous use of QR codes within your audience.

2. The goal is not to try and figure out a way to use QR codes because they are in the headlines but to identify whether they are the best tool for the task at hand so having a clearly defined objective is essential.

3. A mobile user must download a barcode reader to be able to read a QR code and try something new if this is their first time. Do you feel your offer is compelling enough to incent a user to cross this hurdle?

4. With no standardization in codes and readers, there is significant fragmentation in the QR code environment which creates challenges for driving adoption.

5. If a user has a bad experience, you risk losing their interest and not just this time but potentially next time you try to communicate with them as well so make sure the payoff they get for crossing the QR code hurdle is worth it, and that you make crossing the hurdle as simple as possible.

Posted on August 11, 2011