QR codes, either you love ”˜em or you absolutely hate ”˜em. And lately, I’m seeing more and more marketers, who are absolutely obsessed with them. They are placing them on anything and everything. This can work. But, this can also lead to disastrous failure. Here’s 7 reasons why your codes may be failing you.
1. You suffer from “shiny object syndrome.”
Quora, Empire Avenue, heck even Google Plus, anyone? We talk about people, who have shiny object syndrome for the newest social media tool. They jump in Texas Hold ’em. This same philosophy also applies to QR codes. Sometimes, they get lucky. More times than not, they fail spectacularly the first time. The reason being they didn’t take the time to do some basic research and think things through.
2. Your target audience has no clue what a QR Code is.
While QR codes are widespread in the marketing and advertising, it’s not the case for mainstream America. Most Americans have seen a QR Code, but a good chunk of them have never scanned one and of that some don’t even how to scan one. The biggest mistake so many marketers mistake is that they assume everyone knows how and wants to scan their code. Instead, they should include clear, straightforward instructions on what a QR code is and how to scan one.
3. No clear incentive to scan the code
Unless you are a marketer working on a QR campaign, you are probably not going to pick up your phone every time you see one of these codes. So, please give a reason why people should want to take out their phones and scan one. And no, simply checking out your website or “liking” your page is generally not a good enough reason.
4. Your target audience just isn’t tech or mobile savvy
QR Codes are a niche marketing tool. Not every audience is going to benefit from using them. For instance, a QR Code campaign makes perfect sense for busy moms on the go, who are attached to their smartphones, looking to get back-to-school deals for their kids. It generally won’t make sense though for 90-year-old grandmas, who don’t have iphones.
5. You treat QR Codes as just another way to plug your website, sales product, etc.
QR Codes on business cards and brochures lost the “wow factor!” awhile ago. We get it. You want to plug your website, new product, awesome new email address, or whatever. But, people aren’t going to just scan your code, because it looks “cool.” It all goes back to #3. You absolutely must give people a clear incentive to scan.
6. Your landing page isn’t mobile-friendly
You would think this would be the first thing marketers and advertisers would think to do. But sadly, this isn’t the case. I can’t even count the number of times I’ve scanned a code, and it’s taken me to their non-mobile friendly site. Every time I left.
7. Your QR Code is on a NYC Subway train
<Rant>For the love of God, can we stop placing QR Codes on ads on the subway trains. There is no Internet access underground, which renders most codes relatively useless. Save the codes for above ground. K, Thanks. <End Rant.>
I recently saw at Denver International Airport what I at first thought was a great use of a QR code. It’s for a new parking service and the giant code looked great on the graphically stunning shuttle bus. Then I realized I had no hope of scanning it because it was going 60 miles an hour.
Yes, that’s a major fail.
Yes, that’s a major fail.