Nathan Yerian
Everyday I see more and more QR codes. The more QR codes I see, the more I see examples of marketers clearly not knowing what they are doing and causing their companies to look...well, stupid. If you are using QR codes to market your company make sure that you are not committing any of these stupid misuses.
3 Stupid Ways Companies Are Misusing QR Codes
1. On the business card - I am not totally against QR codes on business cards. Depending on your industry and target market, it may make sense to include a QR code.
That said, lets take a look at a stupid use. I get business cards from people all the time with QR codes. I can't help scanning them to see if there is actually a point to it being there.
At least 30% of the time, the QR code leads to the main page of a website. Really? C'mon. If I wanted to go to your website, I could have just as easily typed that in on my phone instead of messing with my scanner.
My absolute favorite is when the website the code sends you to isn't even optimized for mobile devices. If you are sending mobile visitors to a website, PLEASE make sure the page is going to be able to be viewed properly.
The purpose of a business card is to transfer contact information. If you are going to have a QR code on your card, that should be its purpose. Make sure that the code is large enough to be easily scanned, and that you have a high enough resolution graphic. There is nothing worse than a QR code that will not scan.
2. On an advertisement - These days every magazine and direct mail piece you pick up is trying to get you to pull out your phone and scan away. Why should you?
These advertisers are wanting you to take an action, but not always giving you a reason why. If you are going to put a QR code in an ad, be sure that you are telling the recipient why they should scan your code.
Additionally, make sure that there is actually a reason to scan the code. Again, visiting the homepage of your website is not valid. It offers nothing.
Make your QR code lead to an offer (a downloadable e-book, registration to an upcoming webinar, discount coupon, etc.). If you are offering something of true value, it is worth telling them about, and worth them taking the action of scanning your code. Again, make sure wherever the code leads is mobile friendly.
3. In an email signature (or anywhere else online) - This is the one that really raises eyebrows for me. Recently, I have been getting emails with people using QR codes in the signature of their email.
What are you people thinking? A QR code is just a pathway to get to another piece of information. When you are already on a computer, these are usually called links. Why would I pull out my phone and scan my computer to follow your QR code when you could have just included a link to that same location?
If your target market is already interacting with you online, there is usually no need for a QR code (except the business card example above). Use QR codes to encourage new people to interact with your company online.
Use your heads. If there is a clear and solid strategy for using a QR code, then use one. If not, don't.
Using these code just because it is "cool", or because you think it makes your company look technologically advanced will almost always lead to potential customers thinking not only that your use of QR codes is stupid, but maybe your solution is as well.
