Marketing Lessons From Those Overused QR Codes

by Tom Ruwitch

Today someone handed me a business card with a QR, quick response, code on the back. QR codes are those small blocks of ink – usually black and white squares – that look like a Rorschach test. If you have the right app on your smartphone, you can scan a QR code to make something happen.

In this case I asked the person, “What happens if I scan the QR code?”

She replied, “You will jump to my website.”

I turned the card to the front and saw the usual collection of information – company logo, name, address, phone number, email address and … website address.

If the website address is on the front of the card – as it should be – what reason would I have to fuss with the QR code? I can type in a short web address in my phone’s browser in far less time than it would take to open the QR app (do I even have one on my phone?), scan the code, and wait for the app to launch my web browser and take me to the page.

I see it all the time: QR codes splattered on the back of business cards, on cars and buses, on billboards. The codes are often difficult, if not impossible, to scan, and they usually replace some easier method for accomplishing the same outcome – such as typing a URL.

Why does this matter? Because we small-business people should not be making it harder for people to get to our websites. We should be making it easier. And we should not be using valuable marketing real estate – and our prospects’ valuable time – for unhelpful QR codes.  

A QR code might be a good idea if the URL to which you’re linking is too long to type quickly. But here’s a better way to solve the long URL problem: Shorten it. If your business domain is too long to type quickly, your business needs a new domain. If you want to link to an inside page on your website that has a long URL, you can use a URL-shortening program, such as TinyURL.com, to shrink the address to a manageable, printable size.

So, is all hope lost for QR codes? No. You can program a QR code to do much more than link to a web address. For example, your QR code can link to a file with your contact information. Put that code on the back of your card, with a call to action below the code: “Scan this to save my contact information.” Now people have a reason to launch that code scanner.

Those who scan the code are grateful you have given them a time-saving way to enter your contact information. Your information now resides in their contact lists rather than in the piles of forgotten business cards on the corners of their desks.

Speaking of business cards, here’s another suggestion for that precious real estate on the back side: Offer a free report, a coupon or some other valuable content – rather than just a QR link to your website. The front of your card will have the basics, including the website address. Use the back of the card for something valuable and special – something that may drive people to a landing page where they will opt in to your email list.

Tom Ruwitch is founder and president of MarketVolt, a St. Louis-based interactive marketing firm and ESP. For a free e-book that offers more detail on email marketing best practices, go to MarketVolt.com/hero.