Recently, I’ve seen more and more QR codes used in ways that render them completely futile. So many, that I’ve taken it upon myself to save you the time and effort of implementing useless campaign strategies by providing you with:

10 Tips for using QR Codes in Advertising

1. QR Codes need cellular or WiFi service to function, which means placing a QR code on ad copy that will spend most of it’s time underground on a subway or within a terminal where cell service and WiFi are sketchy at best is a terrible strategy. Why not place your QR code in a molehill; you’d probably have more luck.
2. Remember, not all phones scan equally. QR codes must always be as large as possible with the highest resolution to be recognized by the vast array of devices currently in use. Be sure your graphic designer is familiar with the parameters of QR codes. A novice designer may be incline to alter the codes dimensions to best fit their design, which will render the code unusable. (While writing this blog, I saw a tweet leading me to an article on QR codes. My journalistic nature forced me to investigate. Verdict: 0 out of 3 smartphones could scan the artistic QR code-2 iPhones & 1 Android.)
3. Speaking of size, don’t force consumers to be close enough to touch your ad just to scan it. In many cases getting that close isn’t an option (without making a scene or seriously encroaching on someone’s personal space). People often scan QR codes in public, don’t embarrass them by making them go out of their way (most won’t) or making them engage in content that is uncomfortable to associate with. [Think: athlete’s foot, bowel issues, STD’s]
4. The thrill of scanning a QR code just to see what will happen has worn off. People get the technology, wow them with something of your own accord. Give them a reason to scan that doesn’t involve simply taking them from one boring advertisement to the next. Use QR codes to incorporate video or audio into an otherwise stagnant ad. Give users a clue or cliffhanger for higher scan rates. Your static ad is a great vehicle; it’s up to you to drive it with efficiency.
5. QR codes shouldn’t be the blemish on an otherwise aesthetically pleasing advertisement. If you employ a specific color scheme in your ad that isn’t heavily black and white, don’t use a black & white QR code. There are color options with QR codes, use them. (In fact, take this moment to be different than everyone else who takes the easy way out with the black & white version.) I dare advertisers to come up with additional messaging and strategy directed at QR users themselves. Give them something that’s theirs and theirs alone.
6. Since QR codes are scanned using mobile devices, be sure you have a mobile ready destination or action. Using a QR code to direct a mobile user to a video that can’t be seen on their mobile device is wasting your time and effort as well as the consumers. Sending them to a non-mobile friendly website results in the same distaste with your brand. Think ahead.
7. While we’re on the subject of websites, don’t use a QR code to send users to a website URL that could be easily remembered or typed in manually (and also typically appears elsewhere on your ad). QR codes should be used to direct (and re-direct when necessary) to lengthy URL’s consumers would have difficulty recalling or typing into their mobile device.
8. Placing QR codes on moving parts is risky. If you place your QR code on a transit, bus, cab, mobile, etc. be sure there’s an actual opportunity to engage. Users aren’t going to chase your QR code around a city; you’re simply not worth that effort in a world of overstimulation. Headaches and annoyances don’t lead to brand loyalty. Similarly, if you use a QR code in a commercial or video (Hey Duncan Hines, I’m talking to you), be sure to give consumers more than 2 seconds to recognize you’re showing a QR code, get their mobile device, bring up a QR code scanning app, and scan the code.
9. Don’t force consumers to disrupt the flow of traffic to engage with your ad. Most simply won’t. At airports, focus on waiting areas: baggage claim, seating areas at gates, flight screens. Don’t waste your time placing QR codes in areas people typically run pass in order to make their flight. In malls, concentrate on food courts and seating areas. Further capitalize on heavy wait times at doctors’ offices, gas pumps, and checkout lines. When placing QR codes on billboards, focus on locations with stop lights and/or pedestrian walkways. Drivers passing a billboard sitting 300 feet off the highway at 70 MPH aren’t the best audience for scanning QR codes. Don’t forget about pedestrian exceptions. If there isn’t a traffic light near your billboard but there is a pedestrian walkway, your QR code again becomes relevant and useful.
10. Ensure you can accurately assess the success or failure of a QR campaign. How are you going to measure QR code scans? Many times a website redirect and special video URLs/codes are used to calculate how many times a QR code was scanned as well as what behavior a user exhibited after scanning (did they make a purchase? sign up for a mailing list?). Don’t wait until after a campaign is implemented to come up with a tracking strategy, measuring the activity of your QR code campaign is the most important indicator of success, not to mention ROI.

If you’ve used QR codes inefficiently in the past, don’t be embarrassed. Many of the top brands and agencies have made the same mistakes. Go ahead, try again. But when the effort stops justifying the reward, throw in the towel. There are many technologically savvy strategies out there, find the one that works for you.