QR codes are great tools, but you have to think about what you are trying to accomplish before you take up space on your marketing collateral, product packaging, or other project with one.
I recently purchased a nice little toy, the Snow Wovel, which is like a giant snowshovel on a wheel. Clear your driveway 3x faster, so they say, and with last night’s snowstorm and a 1/4 acre blacktop driveway, I could sure could have used the help. This morning, I had a two-hour school delay and a Wovel still in a box . . . with a QR code.
The QR code had no instructions. No text of any kind telling me what it was or what scanning it might do, but since I know a bit about QR codes, I suspected that it might have something handy like a tutorial on how to put the thing together. I had hungry, undressed children, a rapidly shrinking time budget, and a 1/4 acre of blacktop to clear.
I scanned the code and was taken to the product’s non-mobile website, with product images, customer testimonials, and lots of other information that was already on the box. The customer testimonials might be nice for someone trying to make a purchase decision in a store, but I’d learned about the Wovel online and purchased it online.
The box contained instructions, but what I really needed was a step by step on how to put it together—fast. I didn’t get what I was looking for.
My point? While not everyone scanning a QR code is looking for the same thing, marketers — your clients — should take the time to step back from their sales push and ask the questions, “Why am I putting this code on here? Who will be scanning it? What will they be looking for?”
When it comes to success with QR codes, help your clients stop thinking like salesmen. Instead, help them start thinking like consumers.