QR Codes for Construction Marketing

QR Codes are everywhere! The hype is backed up by statistics such as 14 million American’s scanned QR Codes in June, 2011 alone! (source: comScore) Clearly most of what we encounter is consumer advertising and retail applications. So what about the construction industry? Are QR Codes an effective marketing vehicle? The answer is yes! And this blog will demonstrate the what, where and how of QR Codes.

 

What are QR Codes?

Think of QR Codes (quick response codes) as a 2D version of a barcode. But while barcodes provide simple information such as quantities, SKU or part number, quantities, dates, price, etc., QR Codes can perform object hyperlinking, meaning they can encode data in space that is two dimensional. They can transmit text, find and open a website, or even download files. QR Codes offer several advantages over barcodes, one of which is that your prospective customer can read or scan them from a variety of angles, rather than having to be correctly aligned, as they would typically find necessary with using a barcode.

Each QR code generation service supports different QR code executions. Below is a comprehensive list of the information QR codes can support:

1. URL (scan to visit our website)
2. Calendar event (scan to add our event to your calendar!)
3. Contact information (scan to add _____ to your address book)
4. Geo location (scan to check in at _____)
5. Phone number (would automatically call given # when scanned)
6. SMS (send a text message)
7. File downloading (scan to download our product brochure)

What Marketing Applications Can Use QR Codes?

Because these codes can be easily and quickly be scanned by a smartphone application (app), they can be placed on all types of printed marketing mediums. QR Codes allow marketers to deliver static print communications to website-based registration pages, promotions, downloads and more. Print applications include:

• Magazine and newspaper ads
• Newsletters
• Business cards
• Coupons
• Direct mail, postcards, stuffers
• Packaging
• Signage and point-of-purchase graphics

Below is an example of a trade print ad with a QR Code that hyperlinks to a website.

 

 

Here is another example of how QR codes worked for CAD-Sourcing:

“Our code incorporates our company’s logo and colors.  The code is overlaid on an actual blueprint.  We will be publishing it in architect magazine in April 2012 edition.  The code will link to a message from one of our company founders on how companies can use CAD drafting outsourcing for their architectural projects.” –Richard Snellings, Owner, CAD-Sourcing

How Do QR Codes Work?

First you need to generate a QR Code through any of the available services, most of which are free. Once you generate the QR Code, simply embed the image in your printed digital file. You could also adhere the QR Code as a label if the aesthetic requirements are not demanding. Following are a few of the free QR Code services we found:

• Kaywa
• Bit.ly (allows for metrics on how many scans of a QR code)
• BeQRious
• Delivr
• Azonmedia
• Maestro
• goQR.me
• Online QR Lab
• Mobile-Barcodes

 

5 Tips for Using QR Codes

Tip 1 – Mobile-Friendly Web pages

Whatever web pages the QR Code will browse to, make sure the pages are mobile-friendly, with simple graphics, minimal copy and small file sizes for fast loading. Keep in mind that the pages will be displayed on a small mobile phone display. Also be explicit in communicating where the QR code will take the end-user. You will boost the number of scans you receive if you explain the benefit of scanning the QR code! Our upcoming blog on mobile marketing will detail how to convert standard websites to mobile versions.

Tip 2 – Keep the URL Short

Long domains (or URLs) with obscure characters make for larger QR Codes, and have a greater chance of scanning errors. Keep in mind that we recommend listing the domain adjacent to the QR Code for users without smartphones. Use a URL shortener like TinyURL.com or Bit.ly.

Tip 3 – Make it Interesting

The prospect has gone to some trouble to scan your QR Code and browse to your web page. Make sure you make it worth their time! Promotional specials such as price discounts, free merchandise, or coupon specials are popular. If possible, make it fun or interactive. For direct mail, you can even personalize the experience with custom domains for each mail addressee. By all means, don’t bore them with long-winded copy.

Tip 4 – Pre-Test Your Codes

Once you’ve created and printed your QR Codes, test them before launching your campaign. You will need to download the (likely free) application to a smartphone and scan. Be sure to test loading speed. For a list of QR Code phone applications, click here.

Tip 5 – User Instructions

As QR Codes are still relatively new, make sure the printed QR Code has a brief instruction close by, and also lists a (brief) domain for those without smartphones or the QR Code application. Even though QR codes appear to be everywhere, not everyone knows their uses.

In sum, QR Codes are gaining popularity because they are effective in directing your prospects and customers to web-based offers and information. In addition, QR Codes are extremely cost-efficient to execute using available free-ware. Because QR Codes are web-based, campaign measurement is possible through analytics and registrations.

Please share your examples of QR Code marketing applications via the comment tool below, or attach files via our contact email!