Q1 Why Why Why?

This is crucial. Why scan the code? What is the benefit to me? You need to have a benefit and you need to spell out the benefit.

Without a good why-I-should-scan then your QR campaign is going nowhere.

Researchers found that 52% of repeat code snappers said the process only “sometimes” produces a fair exchange of value. For 15% of QR users the platform “rarely” delivers value.

Q2 What happens next?

Explain what is going to happen next. A video? A phone call? A website? If it’s a website then it had better be a mobile-ready website.

Q3 Who?

Who is going to scan? Do they own a smart phone? Do they know what a QR code is? Some 60% of QR fans are male and 53% are aged 18-34. Is this your target group?

Where, when, how?

Where is the QR code located? Does the punter have internet connection and is it safe? Does he have the time?

Beach volleyball hotties

close-up of that qr code

Gambling company Betfair sponsored 2 beach volleyball players to have QR codes on their butts.

What would you expect to see next when you scan?

• Something sporty?
• Something sexy?
• Something sporty and sexy?

The answer is: none of these. Scan the code and you see this transactional mobile website where you can login and bet on horses. Boo.

QR code resources

Not all scanners are equal and not all code generators are equal.

The best free QR scanner for your iPhone.  I have tried 2 other scanners and this is faster and better. The first one I tried could not scan some codes and the second had annoying adverts. This is faster than both. Google is behind this scanner.

Make your own QR codes with this free online QR code generator – copy them or print them or whatever you like. Unlike some QR generators it does not insert spam links – it just gives you the plain barcode. Google is behind this generator as well.

Very easy to create QR codes that contain:

• Your contact details (vcard)
• A URL
• An event (time, place, etc)
• A geo location
• An SMS (text message)
• An email address
• A phone number
• A WiFi network

Printed on a letter from New World supermarkets about a wine promotion. It explained that the QR code would take me to their mobile website.

It worked perfectly and took me to a website about different kinds of wine.

Missing ingredient

What’s missing ? There is no reason to scan. No payload. No benefit to me. No voucher. No special deal.

And no benefit to the supermarket either. I’ve not bought any more wine.

Tesco was worse

The QR code was next to the card reader right at the till. This is the worst possible place to have a QR code in a supermarket – the only place where you are rushed. Even the toilet would be a better location.

I came back into the store and scanned one at an empty lane. And the code took me to a random page on their normal full-size website with no benefit to me and no call to action. Eek.

My first project with QR codes.

It’s a very promising technology and it’s huge in Japan – driven there by smart phones that can read them.

I’ve done many projects using the old-style picket-fence barcodes. Printing barcodes on letters, envelopes, pallet labels, work tickets, sticky labels. And scanning them in warehouse and retail applications.

QR codes may have an even brighter future if and when the readers become ubiquitous (like in Japan) and then all kinds of novel uses will magically appear.