Improve Your Marketing with QR Codes

If you're not using QR Codes you might be missing out on a great marketing tool.

You've seen them in passing or perhaps printed on the latest product sample package you received in the mail. But what are they and why are they showing up everywhere and all of a sudden? QR code is an acronym for “Quick Response” code and is a type of two-dimensional matrix barcode. They have been used largely in logistics and freight tracking industries and known for their ease of creation and extremely rapid scan readability. They can be read by any compatible device which just happens to include increasingly as of late, smart phones.

One of the most notable and instantly apparent advantages is the QR code's rapid readability. Due to its simplicity duo-tone hex design and ability to store large amounts of information, the QR code is poised for even more pronounced use.

More than likely you're already seeing these codes on the back of public buses, signs, posters, brochures, billboards, pamphlets, websites and now even television ads. But how is this translating into an advertising or marketing tool? First and foremost the QR code is only as useful as its wielder. Simply having a code is not tantamount to increased sales or brand awareness. What it does bring is what consumers and prospective clients want; more information on your products and services now and while they move. As a marketer, business owner, or salesperson your goal should be making information about your company easy to access, effortless to disseminate and a breeze to follow thru with. There simply must be a value incentive for your prospective clients in order to compel them to act.

So how do you maximize the effectiveness of QR codes? We're already seeing QR codes being used to “Like” Facebook pages, sign up for mailing list, link to websites, sign up for promotions and offers, download coupons, etc. The most exciting thing is that most of this functionality is completely free. Most of these features are already accessible with the devices and other tools you already own. Additionally, you may also obtain traceable QR codes; know the source of your queries, the geographical origin of inquiries, what products prospects linked to, the most commonly visited pages, etc. This is information you can use to build even more effective programs thus leading to profitable activity by clients for your business. As a marketer you can know exactly how many prospective clients scanned the QR poster ad you placed on 42^nd street and what time of day that scan took place. As an organization you can know that advertising via your Facebook QR code brings in more hits to your site from Seattle than it does in Tuscon. Whereas in Tuscon your billboard ad generates more inquiries thus leading to better targeted marketing activities.

The metrics generated by a well implemented marketing plan can literally breathe life into a failing strategy. The more information you gather from those metrics is what turns a mediocre plan into something revolutionary.

Speak to a marketer about QR codes and how to integrate them into your marketing strategy.

Wil Randolph
MSCS-Web Development/Marketing/eCommerce

Visual Communication Strategy

As a graphic designer I am always mindful how important visual representation is. How your company is perceived is more often determined by your marketing collateral than any other thing short of direct interaction and word of mouth. What constitutes this visual representation includes but is not limited to:

• Website                       Product Packaging                                 Commercials
• Business Cards            Store and Office Uniforms/Attire              Print Advertising
• Signage                       Invoices and Statements                        Company Newsletter
• Brochure                      Postcards                                              Social Media Pages 
• Pamphlets                    Emails                                                  Office Architecture
• Flyers                          Billboards

Many of you may have been surprised by the inclusion of attire and office architecture. Pause and think how many times you have driven to a place of business and had an immediate reaction to what the company is like based on the building condition, design and location. Are they conservative, flamboyant, lazy, reserved, cautious, trendy, traditional or modern? Such inferences determine what we will expect before the first word is ever spoken and attire is no different. How you present yourself professionally is perhaps one of the largest indicators of your business style and/or what you deem as important. This doesn't mean that it requires wearing Armani slacks to do oil changes. What it does mean is that one must consider a healthy balance between appropriateness, practicality and making a statement consistent with your visual communication strategy. 

The visual style of your business tells your prospective customer more about you than you realize. Consider your invoice design. Is is plain or detailed? Is it itemized with every phase of the project or product? How are your business cards? Are they on flimsy stock or are they thick and shiny with fancy graphics? Will it show that you spared no expense which might be seen as wasteful if you're a street hotdog vendor? Or sparing no expense on business cards might be considered normal for a Wall Street broker? It can say a great deal about your company before words are ever spoken. 

Whatever the state of your visual communication materials, the first thing to consider is the perceptual effect it will have on your customers and the public in general. You also have to consider whether or not you're maximizing its effectiveness and your ROI. I often think of product packaging and labeling on this point. I've seen the same product packaged and labeled differently to appease the taste and preferences of the market served; one package with different colors, typeface and styling sold to different ethnic groups. There is nothing illegal about it. It is simply maximizing your visual communication strategy by capitalizing on racial and ethnic diversity. Many large corporations have done this by making their websites in different languages with layouts, colors, and a user interface that addresses the preferences of a specific group. This is maximizing your visual strategy simply by being mindful of diversity.

The next time you have postcards designed, consider having one set in Chinese or the other in Spanish reflecting the colors, layout and visual tastes of the different groups. Tread carefully here. The last think you want to do is offend. Consult with a marketing professional before doing any grand ad campaigns without gathering all facts first. The last thing you want to do is make grand generalizations about anyone. All things being equal, you will be pleasantly shocked about how much feedback and responsiveness you get for simply considering and respecting the visual perceptiveness of one group or another. Frankly, I love designing postcards. It has more real estate than a business card to showcase your products and services. They are inexpensive to mail, and relatively inexpensive to produce. It's a great way to let people know who and what your business does without having to physically meet and hand your business card to them all. 

Visual communication is all about perception. Whether it's a business card or postcard, flyer or poster, it's important to engage your audience in a way that positively reflects your organization's objectives and values.