You're at the zoo looking at flamingoes. Their intense color and unique physique are captivating. You notice a sign stating that flamingoes engage in group dance behavior. Next to that statement is a square QR code. By holding up your phone and scanning the QR code, you can now view the group flamingo dance. You didn't have to type in a web address or get your laptop. A QR code gets you to a digital destination instantly.
Here's another example. A member of your target audience might be walking through campus and notice a flyer for an upcoming event. You are hoping to get volunteers to help with the event, and you've included a QR code on the flyer. They can scan the QR code and be filling out the volunteer registration form right away, while they are still inspired.
Or your company may have signed up to have a table at a career fair on campus. You set up a tablet with a slide showcasing your company's LinkedIn and a QR code for quick access. A student you're chatting with notices the code and scans it. They can follow your page to learn more about the company culture and find the recent job listing that initially piqued their interest!
Marketing to the multitaskers
The rise of mobile phones has put new demands on physical marketing promotions, such as flyers and mailers. Campaigns must be enticing enough to get people to stop and look up from their phones. QR codes work particularly well for a busy audience member who's multitasking between the physical and digital spaces because it brings a physical campaign to their digital pocket.
As digital marketing continues to drive growth across our campus and communities, we're diving into the DOs and DON'Ts of that small square code, the QR code.
What is a QR code?
QR code stands for "quick response code". Made up of contrasting colored squares, it is a machine-readable code that contains information like a website URL or contact information.
The QR code is an excellent addition to physical promotion materials because it lets interested participants take action right away. It also lets you give more information than you can fit in a small space like a flyer or contact card.
Using QR codes does come with some risk. Many are skeptical of them because they can't be sure they are safe to scan. For security reasons, they may avoid them altogether. If your audience members do not trust your brand enough to scan, you've lost a potentially interested audience member. If you feel this might be a risk for your audience, consider additional methods for sharing your information. For best results when using a QR code, include the link in text near the code.
As marketers, knowing how and when to create these digital, on-the-go tools could be the next step in leveling up your campaign and reaching your goals.
How to create a QR code
Many online services will create a QR code for you and allow you to customize the colors and logo. We'll use the Go URL Shortener provided by ISU Web Dev for this demonstration. This tool is a great option because it allows you to store your campaigns, keep track of all of your QR codes in one place, and disable them when you no longer need them. It also has tracking capabilities to see how often your code is used.
Service Now: Using the Go URL Shortener
- Once you sign in with your ISU NetID, click "+New Link".
- Add the link you want to create, as well as a description.
- After clicking save, you'll get a page with a shortened URL and a QR code image that you can download and use on any of your campaigns.
DOs and DON'Ts for QR code marketing
- DON'T use these on your website or in an email signature. These are not meant to replace links in digital spaces. If someone sees it in this setting, they are already on your website or somewhere a link is more suitable. If you want them to go somewhere, use linked text. A QR code does not replace linked text. Don't use these as buttons. These are not buttons.
- DO use these for physical campaigns. In addition to paper flyers, an appropriate use of a QR code could be a digital splash screen or a slide in a presentation, but the idea is to use them in on-the-go settings.
- DO use custom campaign links if you want to track campaigns on a more specific level: the billboard at the airport vs the flyer in the Union. These might have the same campaign message, but to know which location is more effective, you should study where people are scanning your code. See this article about creating custom campaign links.
- DO test your QR code before using it in a campaign. There's nothing worse than sending a campaign to print with a broken or incorrect link. Additionally, be sure your QR code is at least one square inch large so that the code is easily scanned up close. For campaigns with more distance, make it even larger. Test your QR code before finalizing your project.
- DON'T use a link that isn't optimized for mobile traffic. People are scanning these codes on some type of mobile device. Be sure to review the URL you send them to on a mobile device to ensure they have a good experience when they land there.
- DO include what the QR code links to in adjacent text. In the example above providing "go.iastate.edu/GXJKK6" offers reassurance that they are visiting a trusted domain and provides an alternative method of visiting the website for those who do not have smart mobile devices.
- DO plan for the long-term. Flyers may have a short life cycle but signs might be around for a long time. Make sure the digital destination is around for a long time too. No one likes scanning a QR code only to get a "Page Not Found" error.
- Lastly, DON'T use a QR code if you feel your audience isn't likely to scan it. Always strive to reach your audience where they are, don't make them conform to you. If you aren't sure, consider adding a different method to share your information.