How to Maximize the Marketing Impact with QR Technology

In the past few years, QR codes have become an integral part of our daily life. The Covid-19 pandemic has accelerated the shift to touch-free payment and paperless menu options, which has contributed to the rise of QR codes. We can find them prominently displayed on practically every checkout counter that accepts Apple Pay, Venmo, Paypal, or other payment methods of a similar nature, as well as at virtually every table and bar at restaurants and bars. However, the ease of use and assurance of safety that are exemplified in the aforementioned use cases are not nearly as significant as the implications and potential that are exemplified by QR codes and the related microsites. In addition, QR technology presents businesses with a one-of-a-kind and game-changing marketing opportunity to interact with, engage, and gain further knowledge about their customers.

Take, for example, the use case of QR codes on packaging. This is frequently the first physical touchpoint a customer has with a new e-commerce brand and product, so it’s important to make a good impression. We’ve all had the experience of placing an order with a company whose product we’re excited to unwrap and try out — whether it be a long-coveted item from an iconic global brand or an intriguing product from an up-and-coming brand we discovered on Instagram (Hey, we’ve all been there and succumbed to the power of social advertising). We’ve also all had the experience of receiving a product from that company that we were disappointed with. The consumer’s excitement about receiving your goods may be translated into excitement about actually using the product, ordering it again, sharing the experience via social media, sharing useful insights, and being an advocate for your company by incorporating QR codes onto your package.

As the level of comfort that consumers have with QR technology continues to rise, companies should take advantage of the marketing opportunities that are inherent in the technology itself in order to bridge the gap between consumers’ physical and digital brand interactions. Here are some ways that we’ve seen QR codes exploited to generate maximum marketing value and enduring customer effect, along with six tips to get the most out of your QR strategy and maximize its potential.

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Include a visual call to action

A smart strategy is to include a call to action with your QR code. Customers want to know what they are getting themselves into, so this is a terrific way to capture their attention. A call to action not only encourages the customer to scan the QR code by stating anything like “Scan me,” “Connect with us on social,” “Check out our narrative,” or “Discover favorite recipes,” but it also kickstarts the dialogue and the customer’s relationship with the business. At this point in time, the customer is making the purposeful decision to combine the digital and physical aspects of their encounter with the business.

Use the technology as an educational opportunity

The technology of QR codes presents a one-of-a-kind opportunity for brands to educate customers on a variety of topics, including the history and origin of the brand, the source of creativity behind a particular product, the most effective ways to use the product, and the most environmentally friendly ways to dispose of the product’s packaging. The chances to build and integrate digital experiences that enhance a consumer’s physical experience with a brand and product are seemingly unlimited. These options range from “how-to guides” for makeup application to “instructional films” for cooking.

Emphasize your brand’s values

According to a recent survey, 72% percent of customers in the United States, including eighty-three percent of Millennials, say that it is more important than it has ever been to purchase goods and services from brands that match their values. Packaging, and more specifically the selection of materials for packaging by your brand, represents a key opportunity to connect with consumers on a value level. This is especially true for consumers who are committed to sustainability and concerned with the environmental impact of their purchasing decisions.

Gather insights, reviews and feedback

The insights, opinions, and evaluations of customers are a veritable treasure trove of potential for any firm that is just starting out. Customers can be easily encouraged to submit their feedback through the use of brief surveys, user-generated content competitions, and reviews that are uploaded to your website or social networks by utilizing QR technology. Your ability to modify your approach to continue to appeal to your customers in the future will improve in direct proportion to the amount of customer data that your company is able to collect and analyze.

Drive re-orders

The use of QR technology allows for a seamless re-entry into the purchasing experience. This can take the form of providing customers with a discount on re-orders or sending them to new product pages. In order to ultimately grow sales, you should encourage consumers to return to your website, schedule a date for their next order, consider selecting a subscription option, and share information about first-time buyer discounts with their friends and family.

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Make it a social experience and encourage social sharing

Take the experience of your physical brand and bring it online, and drive community involvement on sites such as Instagram, TikTok, Facebook, and Pinterest by providing customers with QR codes that guide them to easily share on these networks. QR codes can be the incentive for a person to post, whether they are connected to user-generated content competitions on social media or simply encouraging people to share their enthusiasm for your business and product with their family and friends.

To demonstrate your appreciation for the love that your customers are showing you on social media, you might want to think about re-posting user-generated content. Do not lose out on the social features that might naturally contribute to the subsequent generation of buzz and visibility for your business; QR codes have the potential to be the marketing gift that keeps on giving.

Following the latest news in your industry or keeping an eye on what other brands that you admire that are similar to yours are doing creatively in this space are both great ways to stay up to date and inspired when it comes to the marketing and branding opportunities that are made available by QR technology, which is constantly evolving. Get the most out of your brand by designing it, protecting it, and delivering it using the various tools and platforms that are accessible.