Seeing QR codes everywhere?

Well you can thank smartphones for the most part as they all pretty much come loaded with QR code readers these days and marketers are aware.

Combine this with the fact that they easily  enhance any real world promotion, and you have a very powerful new marketing tool in your aresenal.  However many new nightlife venues are using it wrong.

What Should a Good QR Code Do?

It should forward users to a mobile-friendly webpage with functionality built for your audience and event. We notice the following themes occur over and over again: Exclusivity, rich media, downloads, social media, incentives like prizes and contests, and contextual relevance. Should all be used to give your audience incentive.  For a Nightlife Venue, there are certain Must-Haves for your event.

For example, providing immediate music playback via an online service like YouTube or Vimeo will help promote a new artist. Show a bio along with performance and venue information will help you promote your event. Allow users to “Like” on Facebook and follow on Twitter will give you free traffic.

Other ideas would be to create VIP access contest, or give away free gear/schwag that has to do with the event/sponsor.  Many large scale marketing promotions/campaigns can be scaled down to work with mobile/QR promotion.

Also if you have any sponsors for your event/ party , your mobile site is a good “added-value” for them.   Getting your sponsors more visitors from your site will not only make them more likely to sponsor more events with you, but also get them to help you with bigger contests and etc down the road.

Using QR Codes at Your Event

Put your QR code on every single piece of promotional material you have. This goes for every marketer. Posters, flyers, stickers, merchandise tags, press kits, temporary tattoos; The more unusual the better, coasters, condoms, and anything else you can think of is a good start.

What Not To Do

• Don’t use proprietary code formats like those from AT&T Barcode Services or any other that requires a particular scanning app to work. Your QR code should simply contain a URL directing to your mobile web presence. You can easily create a free QR code with services like bit.ly or goo.gl .
• Don’t link to a non-mobile-optimized site, or (heaven forbid) any pages containing Flash.
• Don’t forget to prominently place a compelling call-to-action (e.g. “Scan to Win”) near the QR code so that your audience immediately knows why they should bother scanning your code.
• Don’t forget to test-scan the proofs for your creative. Make sure your QR code works as intended before you produce a bunch of collateral. Can’t tell you how many times I have seen this error.