QR codes are growing in their popularity, but the use of their functionality can vary based upon who uses them. I have seen QR codes on posters, on pamphlets, on boxes, on television, online, on vehicles, and the list goes on. Spend five minutes at a trade show and you see realize that you no longer need to grab paper pamphlets because everyone is going digital.

Essentially, you can use QR codes anywhere, but today I want to focus most on how you are effectively using this tool. But before we dive in too deep, I know that there are still people asking “What’s a QR Code?”

Here is a definition to get us started:

A QR code (abbreviated from Quick Response code) is a type of matrix barcode (or two-dimensional code) first designed for the automotive industry. More recently, the system has become popular outside of the industry due to its fast readability and comparatively^{[clarification needed]}large storage capacity.

Here is what a QR Code looks like:

 

Ok.. Have you seen these?

What have been a few ways that you have seen these use effectively?

This is a question that I ask because, I haven’t seen too many QR codes used in a highly effective manner. Most of the times you will find a QR code to point you to a websites homepage. This isn’t a bad move because it does allow you to have a quick way to gain traffic to your site. The question is, are you giving the user something valuable that will cause them to remain on your site and look around? If you scan the code above, it will simply take you to this site (edooce.com), which isn’t the best usage a QR Code. I think this application works well if you are trying to get an instant connection to your site. I can’t tell you how many times that I have seen URL’s printed on an advertisement and then I forget to look up the address later; simply because I forgot the URL. Using a QR code to point to your general site can be an easy way to draw in people to see what you are about, but to be honest, it is those types of action steps that make QR codes not interesting.

Ok, lets focus in now on how to use QR codes effectively.

1. Gaming

This last summer my kids got hooked on finding QR codes. Their eyes were now wide open to them because of a mobile game that we played at the Maker Faire in Detroit. The game was a great integration into the events app. Their app gave you a map of all of the exhibits, schedule of shows, and they incorporated a QR code game. You had to look all around the landscape of the Maker Faire and find the QR codes. As you found the codes, you would scan them and they would add a puzzle piece to the grid. After you collected all six codes, you were entered into a contest to win an iPad. Below you can see that the robot was unlocked as each code was added in. This was a fun way to engage the whole footprint of the event, all while keeping us engaged, even after we saw all that we were looking for. Huge kudos to Compuware for creating this app!

This same mentality for the use of QR codes was put into effect at the North American International Auto Show by the Ford Corporation. Through their agency, Imagination, Ford used a mobile app with QR codes to connect people to their full product line and it allowed you to see this information on your time, not to be hounded. Well done Imagination & Ford!

 

2. People Engagement

Its more than just getting people to buy your products, its about engaging them. You should be looking to create a long lasting relationship with your customers and not just a one night stand. What do I mean by this? Think of Zappos. They are the perfect example of a company that focuses on not only getting the sale, but making a long term relationship with their customers. They see the value in creating committed customer/vendor relationships.

But let’s look beyond just selling products, how are you building engaging relationships with the customers, so they see you as more than just another product supplier. Think of brick & mortar shops. Do you have that store that you go into where they know you? There is a local place here where I go in and they call me out by name. They even know what I typically order when I visit them. This creates a relationship. I will choose to go to certain establishments because of the relationship and great products. Now you have to look at translating that into the digital space.

Use a QR code to drive your customers to special events, to special coupons, to line up a place where you can connect with them. Let’s say that you use a QR code to drive customers to special coupon, then it gives you a chance to engage in conversation with them when they come in to redeem. Use every opportunity to have a conversation with them. When you generate that code, your direction needs to be questioned with “How are we using this to engage our customers?”

3. The Unusual

Think outside of the box. Make it worthwhile for someone to scan your code. How can you do something different with the codes? How about having a QR code that runs a promotion to a live event. Lets say that you have a special event and by using one QR code if someone scans it, they can buy their ticket at the normal price but get an instant upgrade to VIP status? Let’s say you are a car dealership and someone scans your code that points them to a special coupon. This coupon allows them to have free oil changes for a year if they buy within a given period of time. We could continue going on, but I think that you get the idea. Be unusual with it. Make it fun. Have a conversation with people.

I do like how GM used a QR code at the auto show to give a little background to the Hot Wheels Camero. This code was right by the car and it took you to a YouTube video that showed the story behind the car.

Please do us a favor at Edooce. Don’t put out worthless QR Codes. If you list your website under the code, don’t do that. Let them know why they should scan the code. Lead people to an engaging conversation with the value of great deals.

Also, one last thing.. Don’t put codes out there like this.. You can’t scan it from your car!