When QR Codes Don’t Work
Tuesday, 19 July 2011 12:23
By Mark Pageau
When we are given print projects that include QR codes, during our follow up process we sometimes hear clients complain that the QR code "didn't work" and "we won't do that again." From the marketing perspective, when we look more deeply at how the client used the code, it’s pretty clear to us why it didn’t work. It’s why we encourage our clients to talk to us at the early stages of the project to avoid some of the pitfalls it’s easy to fall into.
Here are some observations on why QR codes may not “work.”
1. Poor call to action.
QR codes are nothing more than a pathway to the call to action. In this, they are no different than a fax or 800 number. Having a QR code does not guarantee a better or different result. People still have to be motivated by the call to action itself.
2. Targeting the wrong demographic.
In order to scan a QR code, people need to have a smartphone or other Internet-enabled phone. If you are going to a demographic without Internet-enabled phones, it’s like marketing the Turner Classic Movie Channel to people without cable.
3. Poor back-end experience.
Even if you are marketing to the right audience and have a great call to action, what experience do people get from the scanning the code? Is the landing page or microsite to which you are sending them easy to view and navigate on a mobile phone? If not, someone could get frustrated and move on.
4. Improper placement of the code.
Does the use of the QR code make sense in the context in which it is being used? For example does a QR code make sense on a piece of direct mail? I am not sure. Mail generally is going to end up on someone's desk where the recipient will probably have a computer nearby with a larger screen and better user experience. I still struggle with someone "snapping" a QR code on a piece of mail when they have a computer or tablet sitting next to them.
If you really think that a QR code will increase response on your direct mail, you may also want to think about some creative and unusual ways to make your QR code more visual compelling. Here are some starters:
Want to throw some ideas around? Give us a call. That’s what we’re here for.
