Our Insights

I know I can’t be the only one with “Scan QR code to view our menu” fatigue. Admittedly, QR codes became commonplace out of necessity during the height of the Covid-19 pandemic. But now that things are back to normal(ish), I have to say I clench my teeth a bit when directed to a faded black and white square in lieu of a hard copy menu. Squinting at my phone’s screen, which now displays the tiniest font imaginable, on a site that is definitely not optimized for mobile, hoping that I have adequate service or that the restaurant provides wi-fi… it’s not an ideal experience.

QR codes had been around for over two decades, but ever since 2020 it seems like they’re EVERYWHERE. Let’s face it, if you need to quickly shift your audience from analog to digital, the QR (short for Quick Response) code is your guy and hey, your target audience doesn’t even have to type in a web address! 

Let me take you back in time to Super Bowl LVI (2022). The Los Angeles Rams beat the Cincinnati Bengals with a fourth quarter touchdown. What everyone was talking about the next morning wasn’t the score though, it was the floating QR code in Coinbase’s $7M ad spot. To be honest, I don’t think anyone remembered that ad was for Coinbase then, let alone now, years later, (I had to Google it for this post). What was memorable though was how different from typical Super Bowl ads it was. After that point, the shift towards QR codes was palpable.  Always looking to hop on board the coolest new trend, people started slapping QR codes on just about everything. Have you heard about the guy with the QR code tattoo that links to Rick Astley’s earworm “Never Gonna Give You Up”?

Unfortunately, in a misguided effort to be tech-trendy, rather than truly strategic, some marketers aren’t doing their campaigns justice by including a QR code. It’s not always the move. Here at LMP, we strive to make sure our clients and colleagues are always informed. To help, I’ve listed some questions to answer when considering using a QR code in your campaign.

Is my landing page optimized for mobile?

QR codes are scanned with a mobile device which then loads the site directly on the phone screen. If your user experience isn’t mobile-friendly, or if your landing page is cluttered, your visitors are going to bounce faster than a sugared-up-six-year-old on a trampoline. No one wants to squint at their phone or reach for their readers to find what you sent them there for.  The whole point is to get them to the site quickly and easily, so they can complete the action you want them to. Don’t lose your visitors with a bad landing page experience. In fact, a simple and brief sign-up page or lead form might be your best bet.

What type of media am I running?

Since users scan QR codes on their mobile devices, you’ll want to use them exclusively on media that doesn’t typically run on mobile devices. That means that social media is probably the last place you’d want to use a QR code. QR codes can work well in print and television though.  Just be sure if you’re running on the latter, that the code is visible for a minimum of 10 seconds.  That way the viewer has time to pull out their phone and scan it.

Should I make my QR code clickable?

Ha, trick question! A good rule of thumb is that if you can make it clickable, it’s not the time to use a QR code. Keep in mind that the whole purpose of the QR code is to be quick. Clicking a link on a computer screen is still much faster and easier than grabbing your phone and scanning a code.

The bottom line.  

Once you’ve given these questions consideration, you should have a better idea of when and when not to opt for a QR code. When you do use one, be sure to test your code to make sure it works as intended.

If you’re interested in placing media that really “clicks” with your customers, get in touch with the team at Lewis Media. We take the guesswork out of your media planning, leaning on decades of expertise and data to make the most of your media dollars.