QR codes seem to be the “in” thing at the moment. I see them everywhere on brochures, ads and menus. At a recent conference I attended, they were projected on to large screens, with a link to feedback surveys for each speaker.
So – are they really worth it? It all depends on how you use them:
1) Does it lead to something remarkable? Don’t just link to your standard webpage. Go to a page that has relevant content, an offer or a call to action. Otherwise, you might as well just print your url.
2) Does it look good on the page? QR codes can be ugly, really ugly. Take some time to make it blend in – use a color that matches your logo, try some customized graphics. Don’t just stick a B&W matrix in the middle of the piece
3) Does the technology work? At the conference I mentioned, many of the participants (including me) couldn’t scan the QR codes, even though they were about 5 ft high! Fortunately, the organizers also posted them outside the conference hall, where they worked just fine.
Bottom line – QR codes can be a great addition. But as with all items, they need to be an integral part of the piece, not just tacked on at the end.
Do you have any examples of wanton use of QR codes to share?
Steve Cummins - B2B Tech Marketer 