QR Codes
No doubt you’ve heard of QR codes or have at least seen these two dimensional pieces of art in a variety of places. QR stands for “quick response”, developed by the Denso division of Toyota to quickly identify parts. Widely used in many other parts of the world, QR codes have taken a while to catch on with US consumers. With the rush of mobile devices, QR codes are now quick finding their way into a variety of marketing venues.
In a basic sense, a QR code simply replaces a step for the mobile user. Instead of manually inputting a URL or dialing a phone number, a scan of a QR code can accomplish the same task. Simply scan the code using your mobile device and be taken to the virtual destination. Before dismissing QR codes as a simple novelty, note that in today’s fast paced environment, typing in a URL or dialing a number may be too distracting, time consuming, resulting no user action. QR codes offer yet another time-saver for users.
How They Work
Some mobile devices now come standard with a QR reader, others require a download from an app store. Most readers are free, while some with advanced features are offered at a minimal price. Either can be obtained by simply searching “QR reader” in your app store. The QR reader uses the camera in your mobile device to scan QR codes. Try it here, it’s simple and fast.
Why QR Codes for Car
Shoppers?
QR codes have been shown
to be particularly effective with research-intensive products. Cellar Key uses QR codes on bottles of wine to inform, entertain, and motivate buyers. Jennifer Van Grove’s article at Mashable notes that “Scanners can watch videos about the wine in question, get video tours of wineries, discover food pairings, read up on harvest and tasting notes and check out reviews.”
Could the same strategy be used on the dealer lot?
Create your QR code
There are a variety of free options to create QR codes for your marketing efforts:
Kaywa is a QR code generator for URLs, text, phone numbers, or SMS.
iCandy aids in tracking around generator codes and provides some analytics.
Google’s take on QR codes mixes in URL shorteners and includes tracking services.
Market your Code
Window Stickers: We’ve been seeing some innovative dealers use QR codes on the lot (Window stickers with printed QR Codes help consumers). Lot shoppers, especially those browsing afterhours, are able to scan, download a dealer app, and check inventory right on their mobile phone.
Marketing Materials: While an obvious use, this should not be overlooked. Include business cards, fliers, brochures, and mass mail campaigns in the list of potentials. Use QR codes on envelopes to increase your direct mail response rates.
Specials: Consider incentivizing your customer with a coupon or discount through a QR code. Hide the QR code inside your Facebook page or website. Hide it in your store or on the lot – create a treasure hunt.
On business cards: A fast and simple way to use QR codes for your own professional purposes is to place them on business cards. Generate a barcode that directs scanners to your online resume, small business Facebook Page or your website to help new contacts find you or your business faster.
On marketing materials: You’ve got fliers, brochures, programs, handouts, whitepapers and a myriad of other materials in your media kit. Add QR codes to direct viewers to a particular how-to video, send them to a Flickr photo set, get them to follow you on Twitter, or point them to a mobile-friendly landing page that promotes a new campaign. For inspiration, check out what the Detroid Red Wings did with QR codes in their arena programs.
Educate the user
If you use QR codes in marketing, be aware that not all consumers know what it is or how to use a QR code. Include a brief description below your code on how to scan and how to obtain a QR reader.
If you’re going to use QR codes for small business marketing, you’ll want to keep in mind that QR codes — and the apps that scan them — are still foreign to most people.
Yes, more and more people are starting to associate the codes with action, but never assume your customers will know what to do. Make it a point to spell out how to scan the QR code, and help instruct customers on where they can grab scanner apps.
Tracking QR Codes
While some QR generators contain analytics, simple use of traceable URL shorteners like bit.ly can give you a basic analysis of your campaign. Use a unique traceable shortened URL as the destination of your QR code to get a singular view of your QR campaign’s effectiveness.
All In All
Don’t just assume that you might gain some traction with a campaign based solely on the novelty or the “buzz” surrounding QR Code right now. I encourage you to think down the road and execute creatively in your use of QR Codes. There is virtually no limit to the ways in which you might make excellent use of this technology to enhance your advertising and marketing efforts in order to achieve your goals.
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