It seems like Quick Response (QR) codes are becoming a popular trend within the sports marketing industry. Like with everything new, the first campaigns I noticed were cautious and small. Not anymore.
Last week it was reported that a Bristish volleyball team will have sponsored QR codes placed on their bikini bottoms. Now that’s how to make a splash.
And I am sure there are more creative and unique QR campaigns to come. However, before you decide to jump aboard take time to learn a few best practices.
In late July at the end of a Trenton Thunder baseball game I received a pocket calendar of their game schedule. Inside the calendar hidden away in the corner was a small and barely noticeable QR code. What a wasted opportunity!
Instead of placing it inside, they should have placed it right in the front with a strong call to action to grab the fans’ attention. The possibilities are endless.
I would hate if I spent countless hours creating a unique QR code campaign and my target audience was not able to scan it. Before placing the QR code on the side of a building or on a billboard, test to see whether it will be possible to scan the code.
Don’t Leave Anyone Behind
Though it seems like it, not everyone has a smartphone. When creating a QR code campaign, plan alternatives for those who want to participate and don’t have a smartphone (i.e. text message).
Don’t send people to a regular website. Instead either send them to a mobile website or create a unique landing page that will.
Dmitriy Gamarnik is a marketing strategist with Blue Fountain Media, an ecommerce design company in New York City.
Always include tracking in the code so you can see how and when it is being used.
And use a link shortener e.g. tiny URL. The smaller the link is the simpler the QR code will be and so easier for the mobile device to read.
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