2d Codes—Adding Value

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To add real value to a 2D barcode campaign, you must first speak to the purpose of the campaign―who do you want to reach and why?

I have seen scores of 2D barcode “Best Practices” articles that speak to the “Do’s” and Don’ts” of QR codes and the various other types of 2D scan codes. These lists have ranged from as few as three items to as many as one-hundred—and, all very good ones, too. Whatever list you may be following, make sure of one thing—make sure the 2D barcode adds value.The best QR codes are engaging and add value. Regardless of the number of rules you subscribe to, it is the most fundamental rule—don’t follow it, and there will be nothing for the end user but a big disappointment waiting on the other side. To add real value, you must first speak to the purpose of the 2D barcode campaign―who do you want to reach and why? For example, you may want to generate leads, enter people in a contest, build brand awareness, offer a discount coupon, augment an article with a video or photos, etc.I have seen far too much misuse of 2D barcodes—these acts are committed by people who feel they should be slapping a scan code in an ad somewhere just because it’s ‘hip’ or everyone else is doing it. Before you create a 2D barcode for this (wrong) reason, do some strategic planning. The first course of action is to define a real set of goals and objectives as to what you want to get out of having the code scanned in the first place. Defining the purpose sets the stage for everything that will follow. You now have a reason for the user to scan your code, which can be used as a roadmap for the content creation of your landing page.You add value by including a compelling or exclusive offer as an incentive, which enhances the user’s experience by offering more than a static printed piece can. A 2D barcode is a request for the user's exclusive time and attention. If you get it, you must give back in return. For example, when Warbasse Design created the Ironman 2 movie poster, a scan code was designed that gave users the opportunity to view the movie trailer, buy theatre tickets, view movie stills and more. It’s incentives such as these that make scanning a 2D barcode worthwhile.
Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.com/Follow me on Twitter @chrislehan