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QR Codes Marketing Campaign Basics
Mobile marketing budgets are expected to soar in 2012. But that doesn’t mean you shouldn’t still be looking for cheap, effective ways to promote your business. And a QR code marketing campaign certainly fits the bill.
QR Code Campaign Planning Basics
As you plan your campaign, be sure to keep the following points in mind. You will need:
- Clear and attractive incentives
- Precisely stated goals and the ability to measure against them
- The knowledge of what your target audience is
Incentives: To make sure your incentives are compelling, you’ll need to create great offers that draw in customers. Here’s a great article on the subject from Inc.com: How to Craft a Compelling Offer in 7 Steps
Setting Goals: Setting goals is an important part of any marketing effort, not just in a QR code campaign. You’ll be spending resources on developing and executing marketing. But goal-setting as a first step will help you keep your efforts focused and ensure that you will be able to tell whether or not the campaign is working. Without setting clear goals before you begin, you’ll never really know if your marketing got your business anywhere.
For more, read 10 Simple Steps to Setting Your Marketing Goals.
Targeting: Knowing your target market and knowing how to target your audience are slightly different things, but they are related. First, do some thinking about your target market. Have a solid understanding of who you should be selling to across any applicable categories — like gender, age, location, income level, mindset, industry, company size, and any other applicable characteristic.
Then, you’ll need to consider how to get in front of that target. When it comes to QR code marketing — which is usually done via printed materials (postcard, fliers, posters, etc.) — you have to ask yourself where those codes can go. It might be on bills and invoices, on a train station poster, or on flyers packaged with the local paper. Just make sure you wisely place them so that your ideal customers will see them.
For some more reading on planning your QR codes marketing campaign, check out Close to the Edge: Where QR Code Marketing Can Take You at Business2Community.
50–Count ‘Em, 50!–Creative Uses of QR Codes
QR codes are fast becoming a powerful force in marketing, acting as a connector between the physical world and the web. People see a QR code, scan it, and are suddenly engaged in your message (when you do it right.)
There are plenty of creative ideas for how businesses, non-profits and municipalities can use QR codes to market and communicate themselves better to their stakeholders. Here are 50 that I came up with or stumbled upon.
- QR Codes on bus stops, train stations and subway stations: A quick scan would give you realtime information on when the next bus, train or subway would arrive.
- Posted next to paintings and sculptures at museums. Great for visitors who want to learn more about the artist, the time period, and the reaction to the photo. Could also include links to other work by the artist, related artists, and even the ability to buy the image on a mug or poster at the museum shop.
- As part of a personalized direct mail piece. Each QR code can go to a PURL (personalized URL (Uniform Resource Locator)).
- On historical sites and on walking trails. Sure, a plaque is fine for grandma, but I’d like to delve deeper, whether with a wikipedia entry, or an video of a local historian explaining the significance of the site.
- At video kiosks. QR codes can appear as people interact with your kiosk, whether it’s at the mall or your place of business.
- On For Sale signs. Whether residential or commercial, for sale signs could include codes that had all the information a sell sheet includes, plus video walkthroughs.
- Email newsletter signups. Build your subscriber base by having quick links to an email signup box.
- E-learning. Have your QR code generate an email that starts an autoresponder, sending daily emails filled with lessons and related information.
- Next to packaged food in groceries. Give shoppers quick access to recipes that include the ingredients they see on the shelf.
- In a jigsaw puzzle. This would create some real engagement as the user would have to put together the puzzle before scanning the image.
- On produce. You could include information about the farm, organic vs. conventional growing, best by dates, etc.
- Buying coffee (or anything else.)Like Starbucks does.
- On bottles of wine. It would be nice to be able to get info about the vineyard, and maybe buy a case of that bottle I enjoyed at the restaurant.
- On tags for sustainable clothes. Is that piece of clothing really sustainable? Let’s quickly scan and see it’s story.
- For conference signage. Next to the name of the upcoming sessions in each room would be the QR code so you could get the full description, speaker bios, and see if there’s any room left.
- On conference name tags. SXSW has been doing this for at least a year or two. Why trade business cards when you can just scan them. Now, don’t you feel all TSA?
- Written in calamari ink on diners’ plates. You can’t make this stuff up.
- On jewelry. Examples abound.
- As part of interactive maps. Check out this example from Town Graphics.
- At the bottom of all newspaper and magazine articles. Then you could quickly get to the online version and see the comments that other readers had left.
- On liquor bottles. Linked to drink recipes; this would be especially good for new drinks you’re bringing to market.
- On building permits. New York City is already doing this.
- On the fliers that you find under your windshield wipers at the mall. One example might be an offer for a car wash; the URL would give you the discount code and directions to the car wash offering the deal.
- On the safety bar ads on ski mountain chair lifts. These days, everyone on the mountain seems to have a smart phone, and they’re going to be a captive audience for 5 – 10 minutes, sitting on that chair going up the mountain.
- Inside elevators. If I ran a dry cleaning service or something else that helped busy executives out I’d advertise inside elevators in tall buildings. Other good options might include flowers (for spouses left at home with the kids), discounts on take out food, etc.
- In bar bathrooms. I often see Home Runners and cab companies advertising above the urinals in bars. (Hey, what can I say? I frequent classy places.) Why not make it easier for patrons to get a safe ride home, rather than drunk dial a wrong number?
- Within a video game console to share avatars. Nintendo is already doing just that.
- To get more people to sign a petition. Like the one for cleaning up the BP mess.
- At bars, clubs and anywhere else music is playing. Sure, Shazam is a great tool for finding music, and often you can even buy the track you discovered at iTunes or Amazon. But in a loud club you may not be able to suss out the song. If a QR code appeared above the DJ’s head, you could quickly scan the code and purchase that new song.
- On the backs of tractor trailers. Because “How’s My Driving?” with an 800 number is so last decade.
- On wedding invitations instead of RSVP cards. Scan a QR, save a tree. And a stamp.
- As a temporary tattoo. Link it to your Facebook profile or Twitter account.
- On a laminated card for trade shows. Instead of dropping a business card in a fish bowl. Booths win because they’ll get all the pertinent info, and the event could give away prizes to the people who get scanned the most.
- To encourage community feedback. The library in Groton, CT, does just that.
- As wallpaper. Well, it’s better than the wallpaper in our bathroom when we moved in to our house.
- On the bottom of flip flops. The imprint they make on the beach…until the tide comes in.
- On coffee cups from your local coffee shop. Plenty of advertising opportunities here.
- On posters linking to free books. 1st Bank is giving away free copies…of these out-of-copyrighted classics. They also have other boards that link to free sudoku.
- On a ball field. Have you seen what the groundskeepers can mow into the outfield these days? They’re artists!
- On a human billboard. Think “Eat at Joes.”
- As wrapping paper. One company is already customizing this with unique videos attached to QR codes.
- On trade show booths. Scan a picture, (be entered to) win a free iPod.
- On recipes in magazines. Quick link to videos, reviews and feedback at the website.
- For self-guided tours at factories. Scan a code, learn what that dohickey does.
- Posted on car windows in dealerships. Perfect for after-hour shoppers.
- Scratch and Win cards. It’s not enough to have them scratch off the card, make them scan that card to see if they’ve won.
- On movie posters. QR code takes them to a preview of the movie.
- On cocktail napkins. The code could take networkers to the sponsor’s site, the beverage’s site, or some networking site with photos, so you can connect with people after the event.
- In TV ads to make them interactive. Here’s an exampe from AXA.
- Business cards. ‘Nuff said.
I’m sure this is just the beginning. If you’ve got a great idea for a QR code for marketing or communications, or if you’ve seen something in the wild, please feel free to share it below.