Do QR Codes And Small Business Marketing Mix?

QR code cupcakes

QR codes have always seemed to have so much promise.

They’re the hipster cousin of a UPC barcode--they’re really cool looking and they’re a little mysterious.

When they started popping up at businesses everyone hoped they’d be the that “one thing” that would allow shoppers to quickly and easily bridge the digital divide. They wanted their customers to use QR codes to connect with their products, websites, mobile apps, and promotions. But they just haven’t caught on. At least not yet.

For small business owners, the allure can be especially tempting.

There are a lot of sites out there that allow you to create QR codes on the cheap—a really big deal if your marketing budget is limited.
Having a QR code proudly displayed near your cash register, on your business cards, or near a product in your store gives shoppers the impression that you are on the cutting edge of technology—think back to the hipster UPC code reference. They might not understand them or use them, but they could make you look “hip.”
If and when your customers do use them, you are definitely increasing the chances they’ll go to your site or participate in a promotion versus hoping they’ll remember to do so when they get home (which almost never happens).

But, for whatever reason, shoppers still haven’t fully embraced the concept.

Case in point. I swung by a local bakery a few days ago and noticed the QR code near the register. I asked the cashier if people are actually using it to sign up for their promotion. “Not really” she replied. The same response I hear from a lot of small business owners who are currently experimenting with them. That’s not to say things might not change, but for now they’re just not a powerful tool for most small business owners.

It's okay to experiment. Try new things. Push the envelope. But when you do it has to work for your small business. Before you dip your toes in the water, make sure you have a clear understaning of what you're trying to accomplish. If QR codes aren't working for you, it might be time to consider focusing your efforts on other strategies and tactics.

Are you using QR codes for your business? What's been your experience?

By: Shawn Graham

[Image: Flickr user Clever Cupcakes]

@Chris - thanks for sharing how you've been able to use QR codes at Bocktown. You've figured out a practical place to incorporate them (doesn't get much cooler than using a growler) and used the technology to point folks to a specific area of your website (your selection of beers on tap).

I'm guessing you also educated your servers so they're able to speak knowledgeably about why it's worth the scan. It's always surprising how little some folks know about them when asked--especially when they're the front line of the business and play a huge role in promoting new marketing campaigns.

I'm glad to hear that you were open to experimenting with QR codes and not afraid to have a little fun with them--and it sounds like your customers would agree.
Posted by Shawn on 2012-02-07 22:59:36 Shawn, Nice blog post! I wanted to share with you some further thoughts about a more effective way to use a qr code that we use at Bocktown. We have growlers with a qr code on the back. If you own a growler and are wondering what you might craft beer you might fill it up with this weekend, you can scan the code and view our tap list (at both locations) in real time. Then choose your draft, pick a spot and off you go! The code sends you to www.bocktown.com/beer, and as we grow to more locations we can make sure those draft lists load here as well.

My point is that a qr code should really serve a better purpose than getting you to my website, but to get you directly to the information that you want from my website. The other thing to keep in mind, that the code can't function for everyone, so wherever it does live, does it talk to the 90% that may not go any further? For example, on the growler, it says something to the effect: See what is on tap here! Get the actual link address to the general public at the same time so that you can reach an audience that isn't ready to use a reader!

The issue of 'ugly' that Norm brings up above is so completely true, but there are ways to add your logo or artwork to qr codes. I don't profess to know how, but it is being done, and it does add to the appeal. I used one at podcamp last year. Darn if I can remember how I did that, but it was free.

I do believe that qr codes are an effective way to interact with your consumer/client if you have fun with how you use them and inform the potential consumers ahead of time that you will be using them. Think how well they can work for scavenger hunts at events or venues where you need to move the public through the space and have them learn something along the way, or retain for a later review. I can see it working at a museum as well.

I am sure that the smart phone cameras will have built in scanners before I am done typing this post, but if not, for the consumer that wants to play with tech, one more app download is not a big deal. I don’t profess to know exactly what else we will be using them for, but I am definitely keeping an open mind, and do look forward to new uses for them for my company.

Posted by chris dilla on 2012-02-07 20:16:23 @Norm - going straight for the QR code jugular. I completely agree with #1. If we could travel back in time and give everyone a smartphone with software that allowed them to scan QR codes, we'd be a lot further along with their adoption. #2 is also spot on--having the code isn't enough if, when someone scans it, it points them to a page that lacks value-added information or isn't optimized for their mobile phone. To point number three, I'd say they're more funky than ugly, but I was never a big fan of UPC codes either.

It will definitely be interesting to see how technology evolves to break down the wall between our physical and virtual environments. Soon there will come a day when you'll be able to seamlessly "like" a Facebook fan page when you're shopping at your favorite business without having to scan one of your favorite codes or use a keyword search.
Posted by Shawn on 2012-01-13 13:14:04 I think QR codes look ugly and don't make sense for mainstream consumers yet. Also there are too many pitfalls for codes to be really functional.

1. Cell phones cameras don't automatically recognize the codes. So users have to down load extra software and then "know" what to do with it.
2. Most of the time when I scan a code it goes to the website, which isn't optimized for mobile, and really doesn't offer any benefit to the customer.
3. They look ugly. I know I already said that.

I think the future of QR codes will be in a less obvious fashion. Like a bluetooth recognition that sends a push notification like message when in range. If you can take more steps out of the process for the customer it will be easier to get them to jump on board.

I'll admit I'm a little jaded about them.
Posted by Norman Huelsman on 2012-01-13 12:41:41 Great rational, @Elizabeth. How have customers been responding to it? Do you feel you're getting a lot more traction than you would with a traditional, non-QR coded, business card?
Posted by Shawn on 2012-01-10 11:40:42 I have mine on my business card specifically for customers who have smartphones and know there is potential. When they scan the code, they get a free social media analysis. I figure the only people who would love that promo are people who would know/use the code in the first place!
Posted by Elizabeth on 2012-01-10 11:28:39

Shawn Graham

Small Business Marketing Blog(412) 228-0504

Do QR Codes And Small Business Marketing Mix?

Leave a comment

Search

Most Popular

Categories

Shawn Graham

Small Business Marketing Blog(412) 228-0504

Do QR Codes And Small Business Marketing Mix?

Leave a comment

Search

Most Popular

Categories

Subscribe to our blog