While we keep debating whether QR code is a useless or an extremely powerful tool, these small little squares appear on the screens of our smart phones providing new offerings. What a marketer should do to improve usage of QR code? Is it generally useful at all and how to explain a consumer that you offer a really good deal?
Marketers summarized experience of recent QR code campaigns and delivered it to public. As it turned out there is no rocket science in creating QR campaign, however, one should be very clear and careful with it. There are 5 steps in a successful QR campaign generation.
First, try to articulate your purpose. If your campaign is related to video instructions for a product usage or its goal is to provide a customer with a product catalog, this should be reflected in your QR campaign. If you want to accelerate loyalty program or you decided to go online this should also be clearly stated.
Second, tell your customer what he is going to expect scanning your code. Paragraph long messages are usually not a good idea. Try to catch attention with short screaming phrases. Words like 'lowest price', 'latest collection', 'last day sale' usually get rewards.
Third, make your QR code unique. Usually the added value of generating a new design for a bar code is much more rewarding than one can imagine. Try to put colors in your QR code instead of boring black-and-white palette. Try to even come up with a small picture instead of random pixels. Designed codes on average have a higher scan through rates and even provide a customer with an element of security because people feel that a brand they are scanning is unique. Do not send your customer to your screen server page website. First of all, it is useless and does not explain a person where to find a deal and, second, some websites are not designed for mobile devices and look pretty awkward on those screens.
Fourth, get customers engaged and calculate their engagement. Daily scan metrics is very useful as well as the length of stay on the page. Typically, spending 2-3 minutes on the page signals that campaign is successful. Marketers now try to shift from 'scanning through' to 'diving deep' in order to improve brand marketing activities. Another thing to keep in mind is to refresh content on the website constantly. If you see that right after your campaign with a huge daily click traffic and long time spent on your website is not interesting anymore, it is a high time to update deals and keep your customer excited.
Fifth, get involved in social media and be imaginative. While your campaign is running, track the number of followers on Twitter and fans on Facebook. This will give you a picture of customer loyalty and level of engagement. Finally, do not be afraid of experiments. Every ad you can see on the streets, in subway or indoors can pop up on your mobile device. Try to be creative and catch customer attention before he can recover from the latest success of you QR campaign.
Marketers summarized experience of recent QR code campaigns and delivered it to public. As it turned out there is no rocket science in creating QR campaign, however, one should be very clear and careful with it. There are 5 steps in a successful QR campaign generation.
First, try to articulate your purpose. If your campaign is related to video instructions for a product usage or its goal is to provide a customer with a product catalog, this should be reflected in your QR campaign. If you want to accelerate loyalty program or you decided to go online this should also be clearly stated.
Second, tell your customer what he is going to expect scanning your code. Paragraph long messages are usually not a good idea. Try to catch attention with short screaming phrases. Words like 'lowest price', 'latest collection', 'last day sale' usually get rewards.
Third, make your QR code unique. Usually the added value of generating a new design for a bar code is much more rewarding than one can imagine. Try to put colors in your QR code instead of boring black-and-white palette. Try to even come up with a small picture instead of random pixels. Designed codes on average have a higher scan through rates and even provide a customer with an element of security because people feel that a brand they are scanning is unique. Do not send your customer to your screen server page website. First of all, it is useless and does not explain a person where to find a deal and, second, some websites are not designed for mobile devices and look pretty awkward on those screens.
Fourth, get customers engaged and calculate their engagement. Daily scan metrics is very useful as well as the length of stay on the page. Typically, spending 2-3 minutes on the page signals that campaign is successful. Marketers now try to shift from 'scanning through' to 'diving deep' in order to improve brand marketing activities. Another thing to keep in mind is to refresh content on the website constantly. If you see that right after your campaign with a huge daily click traffic and long time spent on your website is not interesting anymore, it is a high time to update deals and keep your customer excited.
Fifth, get involved in social media and be imaginative. While your campaign is running, track the number of followers on Twitter and fans on Facebook. This will give you a picture of customer loyalty and level of engagement. Finally, do not be afraid of experiments. Every ad you can see on the streets, in subway or indoors can pop up on your mobile device. Try to be creative and catch customer attention before he can recover from the latest success of you QR campaign.
No comments:
Post a Comment