Why QR codes are so important to branding

January 31, 2012

Those weird square mazes of graphic lines now appearing on ads everywhere. What the heck is this all about?

These are Quick Response codes, and QR codes have become a common thread for call-to-action type ads. I first saw them in the New York Subway about four years ago. Standing on platform or in a train there were ads for technical schools or nursing programs with QR codes. When I first went used the QR reader on my mobile phone to scan them, the codes threw you in the middle of a website and let you sink or swim from there. Now QR codes have become a creative link to messaging, humor and video clips. QR codes can be used as a powerful extension of your brand.

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The key to using QR codes effectively is understanding what you’re trying to do with them. Don’t spend your time getting someone to scan the codes using their phone only to bring them to a giant, unreadable website. Or worse, to a deal or offer that’s completely a waste of their time. Or THE worst is to send them to a form that they have to tediously fill out….on their phone?!

The best uses for QR codes are to link consumers to a simple and memorable “experience” or to information that completes some thought or need that they may have at that given moment.

Here’s are some examples:

LINK TO A VIDEO — With the right tie-in to an ad, a question or a suggestion, you can have the QR code direct visitors right t a video that actually could be a short TV-style ad or promotion. If it’s a humorous video, it will get attention and if the call to action is clear it will work to get more than that. Plus you will see who responded, liked it and voted for your video on YouTube.

LINK TO AN OFFER — A link to a simple offer, a discount  coupon or website with an offer gives visitors a direct connection to the call to action and, again, you’ll know what worked.

LINK TO A SIMPLE MESSAGE — So, perhaps you’re not trying to get someone to buy today, but you want to differentiate your product or brand, or promote an event. Your QR code should link right to that message or event date with the ability to easily sign up for reminders or ask for more information with a simple email sign up.

So that’s my take on the value of QR codes. They are simple, and can be valuable, but like all good marketing promotional tools they have to be used correctly to deliver results.