When driving along the motorway the other week, a car passed us that had a large QR code on the back. No text and no instructions.

We asked "How is someone supposed to scan a moving vehicle?"

Ok, we could do it when they stop – like when they're parked in a carpark. Yes, carparks have lots of targeted foot traffic don't they? And why would we scan it – just because it's there? I think not.

In case you've been wondering and don't know, QR code is a Quick Response code. They contain information a bit like a barcode, but usually the information is a destination. Scanning the square of seeming meaningless squiggles using a QR code reader on your mobile device will result in a visit to a website or app with (ideally) targeted content relevant to where the code was published.

QR code mistakes

Just because you can, doesn't mean you should. Here are some surprisingly common mistakes:

1. Assuming people know what a QR code is and want to interact with them
2. Assuming everyone has a smartphone with a QR Code reader, and not including the actual URL for those that don't
3. Not telling people what to do. You don't have buttons on your website that just say 'click', so in the same way tell people what to do with the QR code and why, such as "Scan here to buy" or San for special deals".
4. Not having a dedicated, mobile optimised landing page. You are wasting people's time if you send them to the front page of your site after following your instruction to 'Scan to find out more'
5. Putting a QR code on everything from brochures to product packaging – including places where they can't be scanned like moving objects, clothing and signs above chest height. This article gives some prime examples that just leaving you asking – why?.  We saw another prime example driving down the motorway - a QR sign on a billboard. If using my cellphone while driving wasn't illegal I would have taken a photo.
6. Doing it just because you can. Don't be a show-off, if you don't need to do it, don't. If it is just going to add another step or complicate a task that could have been accomplished by listing the information, then don't do it.

Good uses of QR codes

QR codes used in the right way of course can be powerful. Providing more context specific information than you can fit within limited space and making it easy for people to access.

If you're going to invest in creating a QR code, use it to provide something valuable and unique like an exclusive discount or special offer, location specific information, a free download, etc. There has to be a "why" otherwise you're going to have a frustrated customer who, having taken the time to scan your QR code, finds it has wasted their time.

Some scenarios where QR codes would be useful:

• On business cards – to direct people to more information, such as your resume or an exclusive offer
• On print information, use the QR code to provide people with more detailed information, thus reducing the size (and cost) of the print ad
• In museums, art galleries and tourist information boards – to provide a lot more context sensitive information – ie that relates to that specific piece or place.
• On wine bottles – do you try and scribble down the name of a wine you've particularly enjoyed? Scan the QR code to find more information about the label and the wine, bookmarking it for future reference.
• On advertising – signs, posters and billboards. Scanning a QR code could take someone directly to a web page or app that allows them to book, buy or order the product or service on offer. Good for Real Estate agents who can provide additional details of the property in question.

If you are thinking about QR codes for your business, the guidelines about what to do are pretty much the opposite of the mistakes listed above:

• Start with a plan with desired, measurable outcomes
• Develop the creative with a purpose and a clear call to action with your code
• Develop a landing page in response to EACH QR code
• Think carefully about placement

For some interesting examples of use or QR codes Check these out

Have you implemented a successful QR Code campaign for your business or your client?  We'd love to hear about it and can profile it here!