The Blog and Pony Show

Schifino Lee - 4:46 pm February 23, 2011

Using Quick Response Codes

Posted in Advertising, Branding, Digital, Interactive

We wrote last week about QR (quick response) codes—that square matrix that connects a smart to web content. Today we’re adding some “best practice” guidelines for their use.

  1. Size matters. A bigger code is easier to capture, especially for phones with a hair-trigger auto focus. Trying to hold your phone just right to is really frustrating and will not engender good will.
  2. Get a commercial for the price of a bus shelter. QR codes to link to any kind of data. It can be text, flash, audio or a short video. So it is essential that—
  3. Content has to be mobile-enabled. What’s the use of connecting people to a web page or site they can’t read on a mobile device?
  4. All codes are local codes. QR codes let you run the same ad in multiple publications without any changes except for the code. It is even possible to use APIs to localize and personalize the resulting web experience.
  5. It’s okay to tease. When you include a QR code you can whittle down the ad, poster or even speciality network video to its selling essence and let the web carry all the details. Reaction becomes interaction as the viewer is able to get more information immediately.
  6. Close the deal in seconds. Talk about hot irons and strikes: an interested consumer can connect from your poster to your e-commerce site and make a purchase within minutes of first seeing your message.

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