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Guidelines for a creative QR code marketing campaign

August 22, 2014

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QR code

QR codes. Pronounced dead by experts in the field countless times, but yet seem to have more lives than a risk-taking cat. However, if experts claim the QR code is dead, why are people still using or recommending them? The issue lies not in the mechanics of a QR code itself, but rather in the technique or method in which it is utilised.

Many companies today are successfully engaging customers in all aspects of social media. From Facebook to Twitter to YouTube, these interactive channels are making it easy to meet customers halfway. Social media gets a positive response because it entertains as well as informs, and one of the newest forms of this interaction can be found in QR codes. These codes—short for quick response codes—allow businesses to provide customers with a new way to access information.

So how do companies get the most out of QR codes and debunk the myth that the technology is dying out? The key is to intelligently incorporate interactive marketing techniques with print ads and utilise cross media marketing strategies. In this way, not only do customers become more interactive with your business, but they become another online source for potential positive feedback and word of mouth to their friends, family and colleagues.

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In addition to enabling businesses to capitalise on print ads seen by customers in the real world, QR codes create online interaction with those customers with a simple scan of a barcode and the press of a button. Now you have customers engaging with your ad physically and simultaneously viewing various links on your website that your QR code has directed them to – we don’t need to mention how great this is for SEO and organic search results.

A business that does not recognise the value of creating a fully encompassing print marketing campaign is in danger of being left behind as the rest of the world gravitates more and more towards online media each day. The more interaction you have with your customers in both the real world and online, the more likely they will be to develop a longstanding, loyal relationship with your business that proves profitable for years to come.

Let’s look at the various functions QR codes can perform:

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Track useful data: number of scans, type of phone/device used, time of scans, location of scans, compare performance of codes, demographic information

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Rewards: mobile coupons, collectible points, loyalty programmes, unlock features, download files

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How to: help or assistance, recipes and instructions, demonstrations, tutorials, show location on map

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Purchase: mobile commerce, advance purchase, purchase for others

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Content sampling: sample music before purchase, listen to author’s intro to a book, and view trailers and YouTube clips

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Feedback: like, follow, sign up for newsletters, check-in, surveys and reviews, voting and live polls

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Perform a device function: add to contacts, save to calendar, make phone call, prepopulate an email or text message, and deliver a note

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Competitions and games: enter point of sale contests, immediate redemption or draws, location based game

10 rules to remember when creating a QR code print marketing campaign:

1.       Assist consumer in the use of the QR code
2.       Drive to a mobile friendly page
3.       Be wary of cell reception
4.       Add value to the consumer
5.       Track the performance of your codes
6.       Test offers and landing pages
7.       Make the promotion unique, creative and entertaining
8.       Test the codes in the field
9.       Keep the links fresh and accurate
10.    Consider your print ad placement


In order to use a QR code successfully, it’s important that potential customers have an incentive for scanning – go back to the points listed above as well as the various functions QR codes can perform to give you an idea. The sky is the limit, and we strongly suggest, as any advertiser would, that you study your customers to find out what their interests, what they want, how they interact, when and where they are likely to engage with your campaigns, etc.


Ensure that you place your ads in a suitable environment where customers have the time or means to scan your mobile barcode. Users are much more likely to scan barcodes in a restaurant or window shopping setting than if you have had your codes printed on a moving car. Also ensure that there is a direct link between the QR code and the resulting page – after scanning, your customer should end up on the exact page, product or promotion you’d like – we are in an era of instant gratification and you cannot afford to lose customers by wasting their time or being ambiguous.

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In today’s world, it’s imperative that you’re able to instigate an easy call to action in a variety of marketing and advertising forms and print ads. A successful business creates multiple avenues for their customers to interact with them – from print ads with QR codes to online advertising and social presence. The world is constantly plugged into smartphones, iPads, laptops and more; and QR codes are just one more way to keep up with the times.
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    Author

    Our blog researchers include local barcode experts from the SA Barcodes team: Cat Robinson and Andreas van Wyk

    SA Barcodes Team

    The aim of this page is to educate you, our customer, with all the information you may require about the different facets of barcodes and how they work.

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