Now that you know all about QR codes, you may be considering using one as part of your social marketing campaign.
As with any tactic, consider your goals before slapping a QR code on all of your materials. They are a nifty way to connect the offline with the online, but should serve a purpose and be implemented thoughtfully. Consider these questions:
- What do you want users to do? Will a QR code help accomplish this?
- Can the call to action be accomplished using text messaging, allowing you to reach users without smart phones?
- Are you driving users to a website with the QR code? If so, is the site optimized for a mobile screen?
- How will you track your QR code performance? Will you use a service such as Scan Life?
- How much space will the QR code take up on the creative? Will there be too much clutter?
In case you’d like some food for thought, here are some examples of how non-profits have been using QR codes to support their efforts:
New York’s City Harvest incorporated QR codes into their outdoor advertisements. Users that scanned the QR codes were taken to the mobile site for more information about the organization and presented with options to donate online or click to call City Harvest.
The Children’s Miracle Network (CMN) has partnered with mobile payment company Mobio to offer a donate via QR code option. The codes will be distributed via CMN’s corporate partners. For example, the codes will appear on cups at Dairy Queen.
American Cancer Society included QR codes on their outdoor advertisements. The codes directed users to a mobile website with more information about their Making Strides Against Breast Cancer walk events.
Finally, a Canadian Environmental Group called The Big Wild employed the use of QR codes on outdoor ads. In fact, the QR code was the ad. The hope was that users would be enticed to scan the mysterious barcodes at which point they would be taken to a mobile site to learn more and sign an online petition.
What do you think of these examples? Has your non-profit used a QR code?