I bet as a marketer you've either had a little play with QR codes, or you've been tempted to. Here's a practical guide. Written by me (not AI), on how to use QR codes to bridge the physical and digital worlds. With no rookie mistakes.
1. Don't go crazy and create loads of these codes without a plan. They will be out in the wild. For some time.
2. Because they are usually printed on physical things, which turn up in odd places in the future - pick a URL you control. You really don't want your QR code directing to a 404 because the page no longer exists.
3. The way I do this is is simple. Have a single catch-all for your main QR code - eg www.yourdomain.com/live THEN redirect that page to your content.
4. Only then can you think about designing your QR Code. And yes you should 100% incorporate your logo - easy to do. It looks Gucci.
5. For the landing page it must be Mobile first. Obvious of course, but who designs the first draft on their phone - no one. Just test it on your phone. Always.
6. Gated or Ungated content? The choice is yours. Just reduce friction as much as possible, no-one likes arduous forms. Is your objective maximum audience reach, or lead capture? For lead capture you need to offer something of value, otherwise forget it. No-one will fill in a form to look at a brochure.
7. Think about where you can use the QR code - stickers, event stands, merch, t-shirts, coasters, tattoos, pretty endless list.
8. Never stick a QR code on your competitor's booth.... until they've left the show.
So this brings us back to points 1 & 2. Have a plan and own the URL. Because once you let them loose in the wild, and you need to own that URL and the brand experience.
Overall, QR codes are a bit of fun, and should be a part of your multi-channel approach, rather than thinking of the as a lead magnet.
Fad or fun? Love them? hate them? What do you reckon? Either way they are here to stay and part of the mix for any modern digital marketer...
Cheers and all the best
