QR Code Best Practices. Mobile Series Part 2

The trick with new technology is figuring out how to make it work for you so it’s worth the effort, right?

We recently spoke to retailers and food manufacturers at the National Association of  Specialty Food Marketers convention in D.C., on the mobile marketing changes and how to effectively implement the technology.

To make the info more digestible, we’ve divided the powerpoint/audio into 5 parts.

Part OneHow Does Mobile Behavior Affect Consumer Behavior?
Part Three– Best Practices for Mobile Websites
Part Four– Mobile Apps and Emerging Mobile Technologies
Part Five- The Future of Mobile Grocery Shopping

Please see part two below:

If you’d rather read the information, here’s a quick recap:

Are consumers using QR codes?

Yes, over 50% of smartphone users stating that they have scanned a QR code for information

What does a QR code do?

QR(“quick response”) tags are two-dimensional bar codes.  When scanned by a mobile phone, they link to a URL.

What do they add to the marketing mix?

QR tags’ shining contribution to the world of marketing is that they connect the immediacy of the mobile-phone with the depth of the online experience.

QR tags can help your brand reach out at the point of purchase, letting you inform, engage, and communicate with potential consumers.

How To’s for creating a functional QR Code campaign

  • Use a short URL.

QR code generators (like Google’s) turn a string of letters and numbers into a visual pattern.  So a short URL results in a less detailed QR code, which is more easily read by mobile scanners.

  • Leave a “quiet zone” around the QR code.

The immediate area surrounding the QR tag should be clear of print or images that might confuse the scanner. QR tags can work on flexible surfaces (up to a point), but avoid placing QR tags on highly glossy materials, as the glare can interfere with the scanner.

  • Consider the size and distance of a QR tag with respect to a consumer’s mobile phone.

Different phone lenses have different optical lengths, so we recommend that a QR tag on a package be no smaller than 12mm.   Read more on QR Code Minimum Size and QR Code Scanning Distance.

Learn more about the technical construction of QR tags: here.

Ideas for QR Code Marketing Campaigns

Done smartly, QR campaigns can be are powerful tools in your brand initiatives.  Here are a few best practices for creating thoughtful QR code campaigns.

  • Good QR campaigns should invite people to explore your brand or products. So the most crucial element of your campaign is the “call to action,” or convincing people to whip out their phones, open a scanning app, and scan your code.

The most effective calls to action explain exactly what the consumer stands to gain or experience by scanning the code. By clearly stating the value of the scan, you can manage consumers’ expectations and deliver accordingly.

Successful QR Code Campaign: Best Practices Summary

To recap, remember:

  1. Keep the URL short
  2. Maintain a quiet zone around the tag
  3. Size and distance of the QR tag matter
  4. Test that your QR tags scan properly
  5. Manage consumer’s expectations
  6. Mobilize your site
  7. Track your results