QR Codes: Overused and Underused

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I am amazed at how quickly the marketing community picks-up on a new technology without understanding how to use it a.) to it's fullest and, b.) to benefit the consumer. As with most new tech releases, everyone jumps on the bandwagon because, well, everyone else is jumping on the bandwagon.

Now I'm not saying that a QR code is not without merit. I'm looking at it from a marketing perspective, and how it's proper use can help foster a good relationship with prospective audience members.

If you are not familiar with a QR (or quick response) code, simply put, it's a small graphic square made up of seemingly random black squares usually displayed on advertising / marketing materials. (The code at right will take you to a full definition at Wikipedia). Users use an application on their smart devices to "shoot" the graphic and are directed to a site, video or other media. In effect, it's a shortcut to a URL; most frequently a smartphone or iPad. Of course you could type-in the address yourself, but there's a bit of mystery when shooting a QR code, as to what you're going to see.

The QR code is easily generated, and can call-up virtually any type of media that can be displayed on a device. Imagine driving by a home that is for sale and seeing a QR code on the sign out front. You could literally shoot the QR code on your phone and get a virtual tour with images on your display instantly, without calling the realtor or going inside.

So what's my beef with the QR code?

Nothing at all. It's more with the way that companies and anxious marketers are putting them on virtually everything; making them ubiquitous and somewhat commonplace. These days, everything has a QR code, so why should you whip-out your phone and shoot it? Exactly! Let's look at the issues:


WHERE YOU FIND THEM
Some of the places I see QR codes seem ridiculous. For example, Ive noticed small QR codes within ads on buses, whipping by me at 35 mph. Can you read the ad, decide you want more information, take out your phone, start the app, and shoot the code before the bus has passed (or without smashing into the guy next to you while you're fumbling with your technology?) Why bother?


LACK OF A COMPELLING OFFER
Have you seen a code offer that actually makes you want to shoot it and view the offer? For me, the answer is "rarely." Often I simply see the code on a page, an ad or a product. So, am I going to a web page? Am I getting an actual value for taking action, like a special offer or a coupon?

These days the codes are everywhere, so unless you state quite clearly what the value statement is, chances are I'm going to ignore it like most other codes.


LACK OF CREATIVITY THE WAY MARKETERS USE THEM
Most of the time I see QR codes put innocuously on an ad, or a package, or a flyer. Okay, I see those all the time; what am I as a consumer going to receive if I shoot it? Since the user must invest some time in engaging with your code, they want something in return. If they don't sense that their efforts will be rewarded in some way (and if you don't tell them), they will ignore it. Which leads me (again) to...

NO CLEAR VALUE STATEMENT
I rarely see a QR code that delivers me unique content that either makes me feel special, provides me with something I could not get somewhere else, or rewards me for the time I took to shoot it. Unfortunately, companies are placing the code on their public-facing materials in order to keep up with their competitors, and to look hip. After awhile the public will become so dismayed (unless there is an overwhelmingly creative campaign using QR) that the technology will be abandoned from lack of use.

Most often the codes just call up the company's home page, frequently not optimized for reading on an iPhone or other device. Come on, what's with that?

LACK OF UNDERSTANDING ABOUT THE CODE
As much as we all strive to be on the leading edge of technology, let's not forget that a large percentage of our audience either is not familiar with a QR code, or doesn't know what to do with it yet.

If you gear your marketing and response vehicle solely around the QR code you'll be effectively ignoring the other population that has not yet adopted the technology, or does not have the time to engage. Don't forget, the enormously popular iPhone does not come with a native QR code reader application (you have to download one, if you are so inclined).

WHAT'S THE QR CODE ADVANTAGE?
As I mentioned earlier, the QR code is merely a shortcut to content you provide to a mobile device. There is a relative amount of effort needed on the part of the viewer to actively shoot the code (remember the bus) and then view the results. With all the codes out there, it better be worth it! That aside, if you have a screamin' offer and I see your ad but cannot shoot the code immediately, how can I remember the code to use later? How do you pronounce (or write down) a QR code?

At least with a custom URL such as www.website/special I can remember it and look it up later.

So the lessons learned here are:

• Think carefully about where you place your code.
• Be creative in how you offer your code (not just placed on-page).
• Offer compelling value.
  
• Know your audience, and their familiarity with the QR technology.
• Include a URL for those without a smartphone (or one handy).
• Don't put all of your marketing efforts solely behind a QR code.

© 2011 Bob Chernet - View all of Bob's articles at: Bob Chernet's Marketing Best Practices . Reproduction of Bob Chernet's Marketing Insights in any manner is unlawful, without the written permission of the author.