I love that QR Codes are getting traction, I see them pretty much everywhere I go now. I almost venture to say that I see at least one new QR code each day. I think that’s quite a bit, frankly.
The thing that saddens me is the missed opportunities in the use of these QR Codes. The codes are often used without a purpose, without tying back into the context in which the code could be used. If the total gain from a QR code is 100%, then these examples I’m goign to show you are tapping into maybe the 5% of the potential.
See my commentary under each one. By the way, the images actually work so you can try them yourself with your own scanner.
Shows all four of the QR Codes I found today. Can you spot them all?
Albertsons QR code failed because it comes up empty. .
This is the close-up so you can scan it if you’d like.
This one is a little better. It’s in a great contextual location and it actually asks you to do something other than visit the website. Plan your St. Patrick’s Day Party, that’s a call to action, and they tell you “scan here”. Whether you realize or not, that will help to get people to scan. I did, and I would have even if I wasn’t writing this post. Let’s look at the close-up
This is much better than other ones I’ve seen for the reasons I described above, but it goes a step further and actually takes you to the page where you can plan your party! It’s good and focused and it gives me as the consumer, a good reason to scan it. I get tips and recipes and ideas for my St. Patricks’ Day party.
This one is boring more than anything. “Register your interest” ::yawns:: And then the QR code takes me to just the website for unleashsolar.com more yawns. This would have been good to link to a calculator of some sort where you can see how much they could save you by installing their product. Or perhaps they could send you to a page to take $100 off your purchase if you requested an appointment today. Something like that, but linking to the website only is mostly unappealing.
Here it is if you want to scan it.
Even though this is the only Realestate QR code I got today (from 3 or 4 real estate related flyers), I think it’s at least got something going for it. It’s attractive and the information on the page makes you want to scan it to see if you can find out more. That part is a winner. I’m on the fence about the actual location of the link. It’s good, but it could be better.
What’s interesting about this one is that the code is printed twice on the flyer and as expected, both codes take you to the same spot. The reason why I said I’m on the fence about this one is that the code takes you to the agent’s facebook page Diane Merassa. So it’s personal and lets you connect to the person, but I would have rather it take me to her website where I can see a digital & interactive version of this information. Then of course the ability to contact her and find her Facebook, email, etcetera on there.
I added this in here as the failure of the day. I consider this a total failure, of course because there is no QR code here. Imagine the potential. You could link to the bottle of wine pictured, the fish that is used in that picture or even a list of recipes you could do with today’s specials or the items pictured on this flyer. The options! “Join Vons club and receive this recipe and more like it” “scan and join our vip club to receive discounts when you buy all the ingredients for a recipe we sent you”.
The options and creativity in which to use QR codes is unlimited. They’re simply a bridge between the physical world and the online world. Easy to use, easy to understand and easy to create and integrate into your strategy today. What are you waiting for?
The key here is to think of the context in which the ad is being presented. I’ve just picked this up from my PO Box, others might go to their mailbox and pick up the mail. In my case, you have even less time to make an impression. As I get my mail from the PO Box, I sort through it on the spot and throw away junk before I get back in my car. Guess which mailings made it home with me? The ones I wanted to know more about, the ones that caught my attention, or the ones I scanned.
Offering something quick and easy to do on the spot is your best bet with QR codes. Make the offer irresistible, and obliterate all barriers of entry, direct us how to do it and then make it dead simple to do.