The photo opposite shows two adverts from an in-flight magazine that I saw recently (they weren’t facing each other in the original magazine). Both adverts have a QR code in the bottom corner of the ad.
The first question any self-respecting marketer should ask themselves is why put a QR code on an in-flight magazine. The user can’t zap the code and see the website on an aeroplane.
So the first rule, is use QR codes sparingly. Don’t use them at all on in-flight magazines.
Next, I ask you to look at the hotel advert closely. Are you capable of typing into a browser the domain name at the bottom of the advert next to the QR codes? I would imagine most people are capable. So there’s no point of having the QR code there, which goes to the exact same URL (I’ve tried it) as the human readable domain.
On the Wenger watches ad, the QR code is more sophisticated. The QR take you through to the Seaforce range of watches, which matches the model in the advert. That’s a start.
If you are thinking of using QR codes, do so sparingly. And if you still want to use one, please include a referrer code (you can make one up) to track how many people zapped the code.
Back to the first rule: if you’re using a QR code, make sure someone will have an Internet connection where they see the code.