BLOG 05.18.13

They're popping up all over, as companies are slapping them on just about anything they can think of. 

The problem is, QR codes are often implemented badly. 

"Scanning a QR code by itself is not fun. QR codes are just facilitators," says Jeremy Ryan, Director of Development at Schawk and Anthem Worldwide. "They are not remedies to poorly designed campaigns. That's why most are ineffective."

Ryan says that to get a customer to scan a code, you must promise something worthwhile, such as an instant winner sweeps or scavenger hunt, medical or pharmacological information, or watching an informational or advertising video. 

"Start with a good concept and solid creative. Employ QR for users to move efficiently from the print space to the trackable, customizable, dynamic, user-centric digital space. QR is just the express on-ramp to great digital experiences."

For instance, in one example, 1st Bank in Colorado let stranded passengers in Denver's airport can scan a QR code on a billboard and receive puzzles and free books to help them pass the time. 

Want to maximize your QR effectiveness? Here are five more "must-dos":

1. Use a mobile optimized landing page. Recent surveys have shown that up to 75 percent of companies don't. 
2. Incorporate a clear call to action in your campaign. For example, “Scan this code for an exclusive gift."
3. Define your audience appropriately. QR campaigns are more likely to fail if your target audience is not mobile savvy (over 60) or willing to scan your code (teen).
4. Use an appropriate location. We've seen QR codes along highways (no kidding) and in subway stations with no internet access. 
5. Test your code on different phones and scanning apps to be sure it's doing its job. Because there's no QR code for a failed campaign.