By: Arkansas Graphics

4 Best Practices for QR Codes in Cross Media Marketing

A good QR code strategy can be a creative cog in your marketing machine. To use QR codes to the best effect, learn from the experience of other marketers and put their tips to the test.

QR codes effectively address a variety of media platforms capable of reaching consumers previously unreachable through traditional platforms. Cross media marketers can integrate QR codes into mobile apps, videos, print brochures, trade show marketing items, and other forms of stealth marketing while testing QR code placement in other, less traditional, locations. If you are looking to incorporate QR codes in your marketing efforts, here are four tips to help further your knowledge of QR code best practices.

Pay Attention to Color, Size, and Contrast of QR Codes

The high visibility of black and white QR codes printed on packages or embedded in apps incites consumer action and helps ensure code reliability. Since dark codes with light backgrounds tend to scan successfully the first time, keeping this color scheme when applying QR codes to your cross media marketing strategies is recommended to avoid decreased conversion rates and persistently non-working QR codes.

Additionally, the minimum recommended size of a QR code is no less than one square inch. Anything smaller will be overlooked or unrecognized as a QR code.

Dynamic Codes v. Static Codes

If your marketing plan involves changing landing page destination URLs in the future, choose dynamic codes when creating your QR code. Unlike static QR codes that have the landing page URL embedded into the code, dynamic or “hosted” codes use tracking URLs that redirect users to a landing page.

Moreover, dynamic codes benefit cross media marketing strategies because they can be changed after the QR code has been printed. They also allow the use of shorter URLs, which means QR codes are smaller, not bogged down with excess data, and scan more reliably to promote consumer engagement.

Effective Incentives

Offer valuable and useful incentives specially associated with the subject of the code’s placement to encourage consumers to scan your QR codes. For example, if your QR code is printed on a brochure advertising homes for sale in a gated community, include delivery of discount coupons for swimming pool passes or a free eBook download offering information about the community if the code is scanned. Other incentives might involve entering contests, taking a virtual tour, access to videos showing users how to use a product, or connecting to a live agent.

Testing and Analyzing

Testing and re-testing a QR code is perhaps the most important practice to consider out of the four best practices for QR codes. If your codes aren’t scanning with 100% reliability, your cross media marketing campaign won’t operate at 100% either. Test QR codes on a variety of code readers and device types several times. In addition, make sure to test press-ready code proofs before they are published to eliminate any obstructing variables or stray marks that may interfere with a scan.

When done correctly, incorporating QR codes in your cross media marketing plans will extend the reach of your company to consumers across an eclectic venue of media platforms. In addition to using these best practices for QR codes, Arkansas Graphics can offer further assistance in optimizing code-oriented strategies across all media types so your company can experience the benefits of heightened exposure and increased conversions. To get started, request a project estimate today for your QR code campaign.

Arkansas Graphics4 Best Practices for QR Codes in Cross Media Marketing

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