QR code marketing
- or the successful use of qr-code on offline marketing tools and printed company materials.
Whatever the campaign, the most important thing is to start by defining your target group very precisely. The advantage of running a campaign with qr-code is that the target of the code is a website that is precisely designed for the scanning device and provides a visual experience for the reader.
As we touched on the technical aspects, publishing code without errors requires a certain amount of printing skills, because the right marketing approach will only work if every element is carefully designed and tested. Now that reaching the destination is guaranteed the next step is to adapt the landing page itself to the habits of the prospective customers.
A well-designed site can effectively serve the interests of multiple target groups. The codes in the campaign can even navigate to different sub-pages for those interested in the current message. These pages can of course also differ in form within a site.
A simple example is a swimwear retailer, where offers for men and women are presented in different colours, layouts and images, and the code and advertising space for the target gender immediately takes them to the relevant landing page.
Targeting can be designed by location, age, interests... with many more aspects to consider. The bottom line is that we should strive to reduce "dead spread".
The best place for qr code - Where and where not?
Here's an important point to consider, a reading error due to misplacement can ruin the whole effort we put into a code-based campaign.
Perhaps the most important is the code environment. This will have a big impact on successful reads. The plasticity of the support material and the environmental, mechanical and optical stresses must be taken into account in the design.
For traditional print, we need to understand how our target group uses it. Creases, folds, scrolls - all of which means where the code should be placed on the display page.
For example, when making business cards, it's a good idea to use a foil coating, because it provides mechanical protection as well as a better aesthetic and quality appearance..
If you are designing a poster, bear in mind that people are likely to read the code as they walk, so the basic principle is to make sure that the code is the right size and that it is displayed with a contrast that stands out from the background. This is also helped by proper technical preparation. It is therefore not a good idea to place your qr code on a poster that is unsuitable for scanning without these features.
Wrinkling and swinging can be a problem with textile-based and molinos. This can be compensated for to some extent by size, but it is the firmness of the support and the rigidity of the support surface that really helps the code perform its role.
Of course, it is important that the placement is also adapted to the target group, i.e. success requires total consistency. Many delivery platforms are a great opportunity for "qr-marketers" and a professional challenge for graphic designers. If all the pieces fit, you can be satisfied with the result.