Have you ever used QR codes in your marketing? Where do they usually lead customers? To your website or social media pages? Maybe to your menu? Let's review some tips that will help you get the most benefit from QR codes. We'll also hear what The Pizza Insider Blog Advisory Board has to say about them.
1. Make People Want to Scan Them.
Is there a promise of a discount, exclusive information or insider
details? Customers won't necessarily want to scan a QR code if it's just
leading to a generic website or information they already know. Make it
worth their while to scan the code. If you can lead them down the road
to purchasing something, all the better!
2. Keep Them Mobile-Based.
Be sure that wherever you're leading customers is a mobile-friendly
site. After all, they're using their mobile phones to scan the code, so
it wouldn't make sense to lead them to a site that doesn't display well
on a mobile phone.
3. When in Doubt, Size Up. The
smallest a QR code can be to be readable is about 1 square inch. If
users will be further away (think bus bench, subway poster, etc.) the
code will need to be larger to be scannable from a distance.
4. Consider a Custom Design QR Code.
Instead of a black bar code, custom QR codes integrate the look of your
logo or other design to make your QR code stand out from others.
5. Test and Track It.
Always, always, always test your QR code before printing it out on all
of your marketing materials. And create a custom (shortened) URL that
can gather analytics to see how your QR code is working out in the real
6. Consider Using Them for Post-Purchase Info/Feedback.
Have you tried using a QR code to lead customers to pizza reheating
instructions or a customer feedback form? Think outside the box on
different ways to use the codes to inspire a scan.
statistic to note is that while about 10% of mobile users scan QR codes
while in a restaurant, a whopping 60% scan them at home! I'm thinking
that those pizza boxes are sounding like prime real estate for some
high-quality QR codes. What do you think?
Here's what The Pizza Insider Blog Advisory Board had to say about some of the ways they've seen pizzerias using QR codes.
"I've seen them on T-shirts, decals on doors and coupons." --Jon Porter, Chicago Pizza Tours
are using QR codes as part of a Guest Reward program that replaces
paper cards. The server swipes the guest i-phone and they are credited
for their visit and purchase." --John Arena, Metro Pizza
"You can put QR codes on your menu, receipts, pizza boxes, etc. and link people to you website, menu and online ordering." --Jay Siff, Moving Targets
marketing and branding materials that drive to the pizzeria website;
treat the QR codes as another touch point that drives traffic to your
website." --Mike Rasmussen, Rasmussen Tax Group
code novelty factor has not worn off as quickly as some predicted and we
are now seeing them used on advertising from some of the biggest brands
in the world, right down to family-run businesses. Expect to see a lot
more QR codes in 2013. They are great for launching a loyalty program or
offering something for a limited time (with a start and end date) to
track results." Linda Duke, Duke Marketing
"I rarely see
people using them at all but it would be smart if folks used them to
direct customers to online-only promotions or social media sites." --Scott Wiener, Scott's Pizza Tours
Wednesday, April 24, 2013
Marketing with QR Codes
My goal at The Pizza Insider is to give you the inside scoop on the latest trends, marketing tactics and technology so that you're always one step ahead of the competition! I've been a part of the pizza industry since 2007, first as the editor-in-chief, and now as the editor-at-large at PMQ Pizza Magazine. My first pizza book, Pizza: A Slice of American History, was just released; find out more here.