Print Goes Viral
There are still some drawbacks, however, as many consumers are still not using QR codes because they are 1) unaware of how to use them or 2) do not have a smart phone or the application required to read them. Further issues with QR code usage include location of the code and the destination site. If a customer cannot access a code either because it is on the side of a moving bus or another inconvenient location, he or she is not very likely to scan it. Seventy-two percent of consumers say they have seen a QR code, but nearly 30% do not know what it is according to an October 2011 survey from strategic marketing firm Russell Herder (from Marketing Charts.com). Also, if a customer does scan the code but does not find the desired or useful information, the use is considered unsuccessful.
QR codes can be great marketing tools, and they are also being used by printers in creative ways:
- In a discount offer like USPS
- As part of an interactive map like Town Graphics
- As interactive wrapping paper like QRAPPING PAPER™
- On billboards and T-shirts to help clean up the Gulf of Mexico
- On business cards
- To offer free music downloads from Taco Bell and Mountain Dew
Printing Industries of America uses QR codes throughout our campaigns to ensure messages stand out in an area where space is limited. Lisa Rawa, Vice President, Marketing, shares some important QR code keys to successful implementation for your print campaigns:
- Consider providing short instructions near the code for customers not yet familiar with the process.
- Remember: People will be using their phones to scan QR codes, so check that the QR code leads to a website that is “mobile-enabled” and easily navigated.
- Link the customer to engaging content like a product video, calendar event, contact information, an email address, an SMS text message, mapping information, or personalized mobile micro site instead of just a company website.
- Use the QR tracking code to gain insight into the effectiveness of your campaign.
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