Using QR Codes to Increase Your Response Rates

Over the last few years, QR codes have become an essential element of many brands’ marketing campaigns – both business-to-business and business-to-consumer--and it’s no wonder. QR codes are a creative and cost-effective way for organizations to engage their target audience and improve direct marketing response rates.

According to a recent Nellymoser report, when executed properly, mobile action codes, such as QR codes, have shown to generate a better response rate than traditional direct marketing. The report found that the median response rate using mobile action codes in magazine ads was 4.5 percent to 5.9 percent and the average was 6.4 percent. In comparison, the average response rate for a catalog is 4.3 percent.

While QR codes can serve as a highly effective marketing tool, the key to their success is thoughtful execution. Below are five tips to help you get the best bang for your QR code buck:

  1. Make it worth their while--People don’t want to go through the trouble of scanning your code to be taken to a site that disappoints. Offer something of real value to your reader, such an educational video, a timely white paper, a discount offer, or a sweepstakes entry form.

  2. Be mindful of where you use them--Just as important as what you offer is how and where you promote the offer. Make sure you incorporate your QR code in an area that can be easily accessed and easily scanned. The last thing you want is someone scratching their head wondering why you included a QR code on a movie poster displayed on a wall across subway tracks or on a televised infomercial (both real examples!).

  3. Optimize for mobile--Because readers are scanning their smart phones, after all, make sure that your content is optimized for mobile. It’s amazing how many times I’ve scanned a QR code just to find that I can barely navigate the site and end up more frustrated than anything.

  4. Educate--Don’t assume that everyone knows what a QR code is and how to use it. An ArchRival study of college students found that out of 534 students surveyed, 78.5% didn’t know how to scan a QR code. (Now imagine the missed opportunity for those who don’t even know what a QR code is!) When appropriate, explain to your audience what a QR code is and how to scan it, and offer a list of recommended apps to download.

  5. Make them pretty (or at least prettier)--Customize the ugly black block by using your company’s colors, rounding corners or adding a logo, product or brand-related image. You can alter 30% of the code and it can still scan. Just be sure to test your customized code before you publish it to make sure it is readable.

Here at Malouin Marketing, QR codes have been an integral part of our marketing mix for some time. In fact, a QR code on the back of the Malouin Marketing business card conveniently links to a vCard (an electronic business card). For our clients, we’ve incorporated QR codes in such media as product brochures, event fliers, display ads, banner stands, and promotional items.

Malouin Marketing has the experience and expertise to help you launch an effective, attention-grabbing campaign that can capitalize on the benefits of the QR code. If you’re interested in learning more, contact Malouin Marketing.