QR Codes – your destination should not be a dead end

June 26, 2012

According to the most recent statistics, 3 bazillion QR codes are scanned every minute. (Okay, maybe I’m off by a half bazillion but you get the idea) And truth be told… most of the destinations suck.

Come on ad agencies, big brands and web gurus — stop creating QR code campaigns that drive the user into a dead end.

What do I mean by a dead end?  A destination where I get stuck.  I watch your video, look at your desktop site (come on people!) or view your print ad (seriously?) but have no where to go from there.

How do you avoid creating a dead end? Remember that marketing is a series of “next steps” so give me one to take.  Try one of these on for size:

  • Invite me to sign up for your e-newsletter
  • Give me a chance to win something worthwhile
  • Ask my opinion (let me vote, rate or comment)
  • Give me the chance to share your destination with my social networks
  • Let me request a sample
  • Offer me a coupon to download or email to myself
  • Make it possible for me to call your store/office
  • Let me do some product research
  • Entice me to buy something

If you can get me to actually scan your QR code, I must have some interest in what you have to say.  Don’t create a stunted, one-way conversation.  Give me a chance to continue the dialogue.

If we don’t start getting a whole lot smarter about the QR code campaigns we create — we’re going to train people that scanning one leads to a frustrating, unsatisfying experience.  Which means that pretty soon, they’re just going to be more noise.

Stop creating dead ends.  Instead, create a real conversation.

 

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