QR codes should have a reason for being

Observation:  According to a story in today’s Marketing Daily, while many consumers have experimented with scanning a QR code with their smartphone, few have actually used the links to any substantial benefit.  Click here to see the story.

Implications:   Like any other messaging that can be used in the marketing process, there should be a purpose for any use of a QR Code, beyond simple novelty. 

The Quick Response codes you’ve seen on store signs, product packages and even clothing have the capacity to connecting the real world to the virtual world… and along the way, increase consumer-product engagement, deliver meaningful (helpful) product information, or even an “act now” incentive. 

Have you incorporated QR codes into your advertising or in-store promotions?  What has been your most compelling and successful use of the tactic?  Do your codes link to something that is intended to serve your company… or your consumer?

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.