QR What?!

One of the newest technologies being used by marketers are QR Codes.  I love embracing new technologies that market to customers and convey a message, but just like any new technology there is a learning curve for marketers and users. Many businesses love to embrace the newest technology hoping to set them ahead of the competition, and they rush into using the newest technology without a plan. When you’re adding new technology to a marketing plan, it’s best to plan for it.

Today, we’re going to look at some QR mistakes.

1. While at a business trade show I saw a sign for a QR Code that said scan to enter to win an iPod touch, 5 will be given out each day of the show.  I followed the QR code and it took me to the page to follow them on Twitter.  So I followed them on Twitter, and saw a tweet a little later that said there would be a drawing at 3:30 for the next iPod, showed up at 3:28, asked about it and waited two more minutes to make sure no one else entered to win, then walked away with my new iPod touch.   How could this company of been more successful with this campaign?

First, instead of using a QR code to take the customer to Twitter, just say follow us on Twitter.

Second, make sure you know your demographic. Many of the trade show attendees at this event were experienced construction owners, a demographic that is not always following the latest smart phone technology.

Many businesses used QR codes at their booths taking customers to the company webpage.  Sounds great doesn’t it.  But why should you have someone go to your company webpage to learn about your product when you have five salesmen within 15 feet of the customer. 

2. I received an email yesterday from a business trying to sell me something, so I opened the email to a QR Code that said follow me for a discount. I immediately removed my name from their mailing list for wasting my time.  How could this of been more successful? 

I was already engaged with their business by taking the time to read the email.  Just send the special, don’t assume a customer wants to work to find out what a special is when they may not be planning to spend money on your services right now.

The final lesson on new technology and QR Codes - don’t rely on technology to sell your product, when the sales team is available to talk to the customer and don’t make it difficult for a customer to find you. New technologies are all about making things easier for your customers.