Every time I see a QR (quick response) code on an advertisement or banner, I cringe. The first time I came across these squiggly codes was a few years ago, when a client asked us to put one on an ad he was doing. The client had no idea what they were, but wanted one because a competitor had one.

So I checked it out. Hugely popular in Japan, a QR code is basically a paper-based hyperlink that allows the end-user to scan it with a mobile phone and get higher-value information, connect to a website, or download a coupon, etc. Great idea, right?

We went ahead and had it printed it on the client’s promotional material anyway. However, since he didn’t want to invest any time or money to roll out a special offer or other reason for potential customers to scan the code, the whole idea was useless and had no real value. But the client went away feeling cool.

I started thinking: As a 30-something tech-savvy entrepreneur, shouldn’t I be the target demo for this great new technology? Why was I already so resistant? I started to ask around to see if any of my friends and colleagues had ever used a QR code. The answer was, at most, “I tried it once.”

At this point I could only assume the QR code trend was destined to die out. But no, years later and the codes are still here — and on more stuff then ever! To make things worse, almost every marketing article I read about them shows successful campaigns and high usage.

Well, something is fishy. And I have a sneaking suspicion that the data attained is skewed, presented by zealots and marketing companies. Why? Because if I know anything about marketing in this day and age I know that people don’t take extra steps to do anything unless #1, it’s cool (and that’s over for QR), or #2, there is an ultra-compelling reason such as winning something fantastic like a beach house in Hawaii.

So we started doing some research of our own and here’s what we found.

First of all, only a couple of studies on QR usage seem to exist. Here’s a link to one: http://mghus.com/blog/2011/03/23/breaking-qr-code-stats-revealed/

But here’s the problem: The survey was sent out to smart phone users, asking them to click to take part. People who would click on such a survey are more likely to pay attention to and act on QR codes. Self-selecting audiences never give you an accurate picture of what’s going on.

Secondly, do the math:

40% of the market has a smart phone.

65% saw a QR code.

49% clicked on that code.

70% would do it again. (About 33 % would do so rarely; about 6% would do so frequently.)

So the real number of people likely to see a QR code who would actually click on them more than once is 8.9% or less, because only those people able and willing to take the survey responded.

And from this survey — http://www.slideshare.net/AustinWilliams/qr-aware — the number who would click on a QR code monthly or more is just 9% of that. That’s about 0.8% of the total market, or — one person in 125 – would click on QR codes frequently.

To make it worse, even when people have gone ahead and scanned QR codes, the results have been less than perfect. Consider the following: JetBlue, Intel, Warner Bros. and the U.S. Marine Corps have all had major QR failures. If you do plan to implement a QR campaign make sure it is extremely compelling and plan carefully!

The information behind the QR code needs to be valuable. Intel’s failure came because the code sent it to a video that simply promoted Intel. No added value to it at all. The Marines marketing failed because the value-added was just wallpaper and a video.
- Better idea: Use a QR on a business card to download a brochure about the company or get other useful information easily.
The value-added product needs to be really worthwhile. Warner Bros.’ failure came because it just sent people to movie trailers. Not bad, per se, but hardly a call to action.
- Better idea: Free stuff — swag, coupons, instant wins, and special offers are all good.
The QR code needs to be where people can access the Internet. JetBlue’s big failure came when it decided to put codes on posters in the NYC subway – which are wifi dead spots. Nobody clicked. Similar issues might occur in rural areas.
The codes need to be prominent. Many campaigns fail because people miss the QR among all the other imagery. Design needs to incorporate the code in an unmistakable manner.
The link needs to include a call to action. Otherwise it’s like sending an e-newsletter with no way for a reader to get more information or engage the sender.
The website the QR code sends people to needs to be mobile. Seems logical, but it requires planning. If you can’t handle the link, the code is wasted effort.

In conclusion, can a QR campaign work? Has a QR promotion ever worked? Sure. But who cares. Lots of gimmicks work; that doesn’t make something a sustainable model. If you’re going to do it, make sure you have an ultra-compelling reason — otherwise you’re just wasting time and money.

Still don’t believe me about this? Still love QR codes? Do yourself a favor; find 10 people you know and ask them 1) “Have you ever used one?” and 2) “If so, would you use one again?” I don’t even care if all your friends are techy hipsters, go ahead and ask ’em. And if you really want a shocker ask 10 random people at your local Target.

Check out these sites for more details:

Article about QR Codes: http://www.tatango.com/blog/qr-code-advertising-fail/

Good tips: http://qrcodegenius.com/2011/04/real-world-examples-of-qr-code-fails/

Make sure site is mobile: http://www.customqrcodes.com/story/65/How-to-Make-Your-QR-Code-Campaign-Fail

Intel and Warner Bros. failures: http://www.linkmemobile.com/buzzworthy/fail-accessing-barcode-based-advertising-using-a-mobile-phone/

More on Intel and WB: http://www.gomonews.com/intel-and-warner-mobile-barcode-campaigns-miss-the-mark/

Jet Blue failure: http://www.pangeic.com/marketing-failure-qr-code-jet-blue/

Marine Corps QR failure: http://mashable.com/2011/08/02/qr-code-mistakes/