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QR Codes: Why Yours Isn't Working

QR codes are not seeing the rate of success I expected when they first hit the scene. I'm not surprised to see businesses using them poorly, however I am surprised to see a large group of people who still don't know what a QR code is.

QR codes are basically square images that, when scanned with a smart phone, will take you directly to a web page with information you are seeking at that point. QR codes should be helpful and rewarding to the customer while building brand awareness and revenue for the business.

I have been increasingly frustrated at the amount of QR codes being used improperly. It takes a little time to use a QR code and a person should be rewarded for the effort. Using the QR code takes a few minutes - you have to dig out the phone, slowly focus and take the photo of the code, then wait for your phone to get to the website. When you finally arrive, if the destination is disappointing, you probably won't want to bother with a QR code in the future, thus giving the QR codes a bad rap and tossing the baby out with the bathwater as grandma used to say.

From my experience, here are some good and bad uses of the QR code.

Great uses of the QR Code:

  1. State Fair. Signs around the state fair had QR codes on them. The codes included links to a map of the fairground, a schedule of events for the day and a listing of vendors, among others. When I really needed a restroom, I scanned the QR code and quickly found the nearest restroom.
  2. Events.  A few signs with QR codes can give attendees quick access to schedules, meeting times and locations, speaker bios, after-parties, etc.
  3. Magazines. I loved a QR code at the end of a magazine that led me to the author's bio on his/her website.
  4. Coupons. If your QR code on your store window or in your magazine or newspaper ad leads me to a coupon I can use in the store by just scanning my phone at the checkout, I love you.
  5. Instructional Video. Place a QR code next to a product -- say a Husqvarna Chain Saw -- and have that code lead me to a video that explains proper use and care for that product.
  6. Customer Reviews. Place a QR code next to a product that leads me to online customer reviews.
  7. Email subscription. A QR code that leads me to the place to quickly subscribe to your email is very helpful for both of us.

BAD, BAD ideas for QR codes:

  1. On a billboard. I can't possibly scan the code from a mile away going 60 mph.
  2. On a website. I'd rather click a link than scan a code if I'm already at the computer.
  3. Non-mobile websites. Don't let the QR code lead me to a place that is not smart-phone friendly.  For example, while I was on the beach, I scanned a QR code in a magazine that led me to a helpful how-to video. However, once I got there, the video would not play properly on a mobile device. I was disappointed.
  4. Unrewarding destination.  If the code just leads me to your website or to something boring, forget it.  Make it worth my while, give me fun trivia or videos, helpful tips, or a coupon.

I thoroughly enjoyed Scott Stratton's 2-minute video (see below) explaining the great QR code frustration. He is my hero for making this video, I hope people pay attention. Happy Coding!

Extra reading:

Mashable:  5 Steps for a Successful QR Code Marketing Campaign

QR Mania: Mobile Codes in Magazines Rise 228%