The Pareto Rule, more commonly known as the 80/20 rule, states that 80% of the effects come from 20% of the causes. In the case of using QR codes to their maximum potential, largely the same, oft repeated mistakes are causing the majority of the problem. Below is a list to consider before slapping your QR code onto any marketing material.
- Can the message, call to action, or content be consumed without a QR code? If yes, then do that.
- Most importantly, make the content the star, not the QR code. Promotions and discounts are what consumers say they are after the most.
- Ensure that the code can be used in the intended environment. For example, QR codes in subways or in airplanes should be rethought because of connectivity issues.
- Make the QR code easier to scan by using a URL shortening service like Bit.ly or similar.
- Make the QR code as pretty as possible by using colors and embedding your logo (QR codes have 30% error correction built-in, so experiment)
- List the shortened, vanity URL on the side of the QR. Some shortening services allow you to give a “friendly” name to the URL like http://bit.ly/mygreatidea.
- Place an abbreviated how-to in text with the QR code as everyone is not on the bleeding edge of technology.
- QR codes are mobile and the referenced content HAS TO BE MOBILE TOO. (If you use WordPress, there are easy to install plugins that allow users to toggle between mobile and full versions.)
- Test scanning the code under simulated viewing conditions and with as many variations of applications and platforms as possible.
- Be playful with the design and content. Entertaining and educational content get passed around.
photo credit: fluidforms
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