For some, they are the saviors that link the real with the digital world, for others they are just cheap showmanship. So, what’s the buzz about QR codes?

Here are some thoughts for your consideration:

QR codes are still something special

Although the technology has been around for a few years, QR codes are still far away from being as normal as a phone number or a web address. The use of QR codes implies that a company is modern, open to new technologies and part of the connected world. But don’t forget to tell people HOW it works to establish contact and WHAT they have to do. That what seems new, innovative and exciting to many people at the same time may awaken the suspicion of a lot of others, who are not sufficiently familiar with such technologies, keeping them from using the service.

QR codes can actually increase the response

The easier we make it for customers to get in touch with the brand or the company, the more likely they will do so, and that's exactly the reason why QR codes have been created. The customer just has to photograph the code on the poster or display with his smartphone for instant contact. However, don’t forget to tell the customer WHY he should get in touch with you, as otherwise, all the simplicity is of no use. In short, your QR code needs an activating message or an additional value promise to really pay off.

QR codes are irrelevant for three-quarters of mobile phone users

It may sounds disillusioning, but according to studies, three out of four people are not using QR codes at all - either because they are not (yet) interested in the technology, they (still) do not know how to use the QR codes, or, simply because they (still) do not have a smartphone. Therefore, QR codes are (still) far away from being a mass-response instrument, but - and this is the good news - the advent of QR codes is practically unstoppable by now and certain target groups already show a high willingness to make use of it. As with many technical innovations, in the case of QR codes as well, the “early adopters" can be found more in younger males. But again, as already said, your QR code must offer an attractive added value, or it will be ignored by young men as well.

QR codes are ugly

The Japanese, who invented the QR codes, have brought us these strange angular blocks with the charm of a 1980s computer game. On their own, they may have some kind of charm, but let’s not beat around the bush: In 99% of all cases they don‘t fit in with the rest of a campaign’s design. On the contrary, they rather act as foreign bodies and disturb the overall perception in a negative way. Thus, for artists and other creative types, there are often only two choices to deal with them: obliterating or shrewd dealing with it. The company Lego, for instance, built the code in a jiffy out of their Lego bricks and Rebecca Wright and Martin Joseph, recently sent me amazingly artistic QR code designs that impressed me enormously. The new generation of QR coding could indeed look like this (have a look at these special designs of codes here).

QR codes are just the beginning

Many companies and even agencies are not aware that not all work is done with a QR code alone. If consumers are game for photographing a poster in public, they rightly have high expectations. Thus, don’t disappoint them with a loveless link to your website! What’s needed is content that’s specific, situation-based and tailored to suit a market need – of course it must be mobile optimized, too.

Above all, however, you should be wary of heavy-handed advertising. Reward the responder with substance: tangible, well-prepared information, entertainment or great odds to exclusive purchasing benefits - then he will happily come back again and become a customer soon.

By Daniela La Marca