Whenever e-Marketers planning a digital marketing campaign, QR Code is naturally appeared within the marketing communication proposal due to the features of costless. Though QR Code is valuable and effective to generate conversions, abusive in leveraging them in mobile marketing campaigns result in negative way. Generally, marketers nowadays have the common mistakes in without considering the placement of QR Code before implementing the digital campaigns. As a result, response rate from QR Code channel is surprisingly low. Here we will discuss the criteria in resulting a effective QR Code campaign and pinpoint some failure case studies in adopting QR Code so that marketers can avoid afterwards.
Criteria of Effective QR Code Campaign
In fact, there are some criteria in evaluating if the QR Code campaign is effective. First of all, the size of the QR Code is large enough for viewers to spot and scan. Second, marketers should give audience a reason to take out the phone and spend time on scanning the code. Incentives such as coupons redemption are for instance. Third, landing page with mobile support is essential in motivating audience to continue reading the message. Otherwise, visitors leave the page immediately once the expected message cannot be found within seconds.
Failure of QR Code Campaigns Case Studies
Advertising with QR Code in public transport would like to target mass market, but believing that nobody else can spot a tiny QR Code next to the bus wheel. Besides, it sounds stupid and danger as passengers or pedestrians won’t chase buses to scan the code. Thus, remember not to put QR Code in mobile object such as sticking on the balustrade or the escalator crown in train station.
If QR Code appear in highway or billboard hang over the skyscraper, that’s will be difficult to reach the audience as people even cannot spot and scan it. People may have to take the helicopter to thousands feet to scan the code, that’s inconvenience and meaningless! Besides, drivers won’t stop the car for a while because of your QR Code or otherwise serious traffic accidents will be resulted.
In shopping mall, it is not difficult to find a QR Code such as boutique windows, on sales flyers. These are relatively effective as compared with the one below. People have to break their necks in order to scan the code. Besides, the code is so tiny that the scanner is impossible to detect the code. Thus, marketers should test whether they can scan the code easily before implementations.
The failure examples above highlight common mistakes from marketers, hope these give you some ideas in leveraging QR Code in doing digital marketing campaigns.