10 Ways Marketers Use QR Codes to Drive Profits

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QR Code (abbreviated from Quick Response Code) is the trademark for a type of matrix barcode (or two-dimensional code) first invented by Toyota subsidiary Denso Wave in Japan in 1994 to track vehicles during the manufacturing process. More recently the system has become popular driving sales for auto makers and all kinds of marketers due to its fast readability and large storage capacity compared to standard UPC barcodes. The code consists of black modules (square dots) arranged in a square pattern on a white background. The information encoded can be made up of four standardized kinds ("modes") of data (numeric, alphanumeric, byte/binary, Kanji), or through supported extensions, virtually any kind of data.

QR codes are a fast growing marketing force. They act as a connector between the physical world and the web. People see a QR code, scan it on a mobile device, and are suddenly engaged and interested in what you have to offer when it is done properly. Even the U.S. Postal Service embraces QR codes. The 2012 Mobile Commerce and Personalization Promotion provides business mailers with an upfront 2 percent postage discount on Standard Mail® and First-Class Mail® letters, flats, and cards (presort and automation) that include a two-dimensional (2-D) barcode or print/mobile technology that can be read or scanned by a mobile device
Here are 10 ways marketers use QR codes to drive profits:

1.  Use QR Codes for Contact Info- Use a QR code on your business cards or website whereby individuals scanning the code can instantly download your contact info to their phone. For example, if you own a chiropractic practice, a QR code enables prospective clients to instantly download your contact details to their phone as ‘ABC Chiropractic Care’.  This means that your company will be on the top of the list if/when they need your services. Having a QR code on your business card connects prospective clients to your website or a lead generation page. 

2. Content is King!- Many companies starting out with QR codes make the mistake of directing consumers straight to their desktop website without offering an incentive or interesting content.  It is crucial to make sure your site is mobile-friendly and that you are offering consumers something more entertaining or educational that a basic run of the mill website or you’ll lose interest fast.  For example, Hoyfox Toyota of El Paso, TX, utilizes Toyota Denso QR technology which is attached to every pre-owned vehicle so while you’re on the lot, you can see inside the vehicle with as much detail as if you were to open the doors and sit inside. If you own a dental office, you could use the code on dental related handouts that will connect the patient to informative articles on your website, or you could offer a code on the next appointment card that takes your patients to an informative dental implant video that could drive sales of this service.

3. Use QR Codes to Offer Discounts and Coupons- All consumers like special offers so give them an incentive to scan your code and interact with your product or brand by offering a discount or coupon after scanning. College and university fundraisers could test a QR code offering a 10% discount for an upcoming gala on all donations over $100 by a specified date.

4. Know Your Target Market/s- Targeting QR codes to the masses may seem like a good idea, but if you’re targeting an audience with a low smartphone penetration rate or who doesn’t know how to scan a QR code, you run the risk of alienating and frustrating your audience, which could actually have a detrimental effect on sales. According to ComScore, 42% of US mobile users have smartphones and according to a survey by Simpson Carpenter, just 36% of consumers know what QR codes are for, while 11% have actually used them. The Comscore survey found that 54.7% of the people that scanned QR codes had a household income of $75,000 or more (with 36% over $100k), suggesting that marketers are targeting a wealthier audience. If you are a realtor selling homes in a retirement community, plastering a huge QR code on a house for sale sign is likely not worth the effort. However, if you’re marketing a condo in tech-savvy Silicon Valley, using a QR code on the house for sale sign may be a good strategy. It is best to use QR codes where they should work. If you run a healthcare practice in an inner city, QR codes probably aren’t a great idea.  

5. Make it a Natural Extension of Your Marketing- Just putting a QR code anywhere or making it huge will seem obnoxious – instead, make it look natural by incorporating it into the design of your packaging or advertising or keep it small and use it at the end of your final sentence, as this is a natural place for consumers to want to go on to seek more information about your product or brand.

6. QR Codes Need to be Accessible to as Many People as Possible- Your QR code should link to a mobile-optimized website, as opposed to a standard desktop site. Sending customers to a site that doesn't display well on a smartphone isn't going to show your brand in a positive light. Also keep in mind, some QR codes cannot be scanned by older smartphones or by phones with poor quality cameras. Try to make your QR codes accessible by making them easy to scan by as many different smartphones and applications as possible. To use a QR code, an individual needs a smartphone or tablet (whether iOS or Android) and a corresponding QR code reading app installed on it.

7. Use QR Codes that Direct-Dial- If you want to encourage people to phone you, encode the QR code so that scanning it will automatically dial your phone number. Did your dentist mail you a reminder to make an appointment for your 6 month checkup with a QR code that could be scanned to dial the dental office? QR codes that direct-dial provide a superb call to action and offer an easy way to connect consumers directly to your customer support or helpline.

8. Make it Interesting- Older QR codes were only available in a black and white checkered design, but with newer QR codes you can experiment with colors, styles and even by adding your own logo – just make sure that your codes stand out enough from your branding so that the consumer spots them.

9. Experiment with QR Codes- Remember not to overwhelm your audience with content that is too rich, but don’t overwhelm them with dull content. Maps and signage are excellent QR code vehicles, especially in shopping centers, theme parks, or large complexes. You can even use QR codes for treasure hunts. How-to content is always popular, such as videos, step-by-step guides and online manuals – this type of QR content works especially well in do-it-yourself stores and department stores.

10. Use QR Codes Where People Are Likely to Have Time on their Hands- Does the freeway in your city normally bottleneck around the same place every weekday? If so, a QR code on a billboard at that chokepoint might be an excellent investment. A QR code on a bus stop might also help you get attention. A QR code on literature about your services would be an excellent idea for a dental practice waiting room.

Stay tuned to hear about an exciting service of ours offering the unique advantage of data consistency in QR code campaigns. We’ll be able to seamlessly integrate QR codes into cross-channel marketing campaigns that drive profits and will be able to provide tracking by marketing channel and action. 

Once you have mastered the marketing potential of QR codes, perhaps you will be ready to enter a new dimension with Augmented Reality Codes. Imagine you are a middle tier college and you could enable high school seniors considering attending your school to hold an Augmented Reality enabled iPhone up to something in real life they just came across such as the cover of your 2012 college catalog and they could get an overlay of data on the school, testimonials from recent grads of their college who landed lucrative positions in a challenging economy thanks to their top notch education, or they could actually be led to a webpage where they apply to the college. This may sound like science fiction, but it is actually reality in today’s world with a little creativity and forward thinking marketing.