How To Use QR Codes As A Marketing Manager

QR Codes can either delight your audience or disappoint them — it all depends on how you use them. When they’re executed well, QR Codes become a powerful marketing tool, creating seamless, engaging experiences that make your brand more memorable. But get them wrong, and you’re left with pixelated squares that people either ignore or, worse, scan and regret it.

So how do you make sure you get it right? Let’s dive into how to leverage QR Codes effectively, avoiding common mistakes and creating truly engaging marketing campaigns.

What Is a QR Code?

QR Codes (short for "Quick Response") are 2D barcodes that store information. When scanned with a smartphone, they can direct users to a website, download an app, display content, or even provide access to exclusive offers. They’ve become a staple of modern marketing—and for good reason: QR Codes bridge the gap between offline and online engagement, making it easier for consumers to connect with your brand.

The Power of QR Codes in Marketing

Think of QR Codes as a direct way to your audience's next action. It could be downloading an app, joining a campaign, accessing a landing page, or collecting a freebie—whatever it is, QR Codes simplify that interaction. You can also work with a digital marketing partner to help your in-house marketing team integrate QR Codes into your campaigns and ensure they support your broader marketing goals.

But QR Codes can also backfire. You need to know how to create and position them properly to maximise their potential and avoid those all-too-common mistakes.

Common Mistakes Marketing Managers Make with QR Codes (And How To Avoid Them)

Here are 11 mistakes marketers often make with QR Codes and how to steer clear of them.

1. No Incentive to Scan

   Just slapping a QR Code on a poster isn’t enough. Think of it from the perspective of your audience: why should they scan it? There needs to be a true benefit. A compelling incentive, like a discount, exclusive content, or a freebie, can make all the difference. Remember, curiosity alone isn’t always enough — give people a reason to take action.

2. No Call To Action (CTA)

   QR Codes are simply tools; they need context. A clear CTA, like “Scan to Get 20% Off” or “Scan for Exclusive Access,” tells your audience what to expect. Without a CTA, you’re essentially leaving people to guess, and most won’t bother.

3. Using Static QR Codes Instead of Dynamic QR Codes

   Static QR Codes are permanent—once you print them, they’re set in stone. Dynamic QR Codes, however, allow for flexibility: you can update the URL, change the content, or even track your scans. If you’re running a campaign that evolves or needs adjustments, opt for Dynamic QR Codes. Flexibility is key.

4. Incorrect Sizing

   The size of your QR Code matters. Too small, and no one can scan it; too big, and people may struggle to fit it in their camera frame. The golden rule: make sure the QR Code is at least 2cm x 2cm with a size-to-distance ratio of about 10:1. In other words, consider how far away people will be when they try to scan it.

5. Not Optimising for Mobile

   A QR Code leads users to a digital experience—so it’s crucial that what they see is optimised for mobile. If your landing page doesn’t load properly or isn’t mobile-friendly, you’ve just created a frustrating experience that’ll push potential customers away. Make sure every link is mobile-friendly, fast, and visually appealing.

6. Not Tracking Scan Metrics

   QR Codes are excellent data points - don’t miss out on the chance to learn from them. By tracking who scans your codes, when, and where, you can gain valuable insights into what resonates with your audience. It’s marketing gold.

7. Generic Designs

   You don’t want your QR Code to look like every other black-and-white square. A dull QR Code can blend into the background and get ignored. Customise your QR Codes by adding your brand colours, logo, or a creative border. It’s easy to do and makes a significant impact in terms of grabbing attention.

8. No Branding Included

   Branding your QR Codes is a great way to increase brand recognition. Adding your logo and brand colours will help ensure that people know exactly who the code belongs to and will be more likely to trust it. Branded QR Codes look more professional and help establish your brand’s identity at every touchpoint. Professionals designing QR codes for mailers insist on using elements that reinforce visual consistency across all marketing materials. This approach helps create an immediate connection between the code and the brand, making each scan feel more intentional.

   
   

9. Misleading Content Destination

   Nobody likes feeling tricked. Make sure the destination aligns with what you’re promising. If your CTA says “Get a Free Download,” don’t send users to your homepage or some unrelated page. Be honest about what they’ll get and deliver on your promise. It's always about honesty.

10. Poor Placement

    Where you place your QR Code matters. Avoid putting it in places where people can’t easily reach or scan it, like a billboard on a highway or a high shelf. Ideal locations are where your audience has the time to pull out their phone and scan—think cafes, public transport stops, or product packaging.

11. Not Testing Before Launch

    One of the worst mistakes is not testing your QR Codes before launch. Scanning errors, broken links, or poorly optimised pages can ruin your campaign. Always test from different devices to ensure a flawless experience for your audience.

How To Use QR Codes in Marketing Campaigns

QR Codes will give you different possibilities when it comes to marketing. Here are some creative ways you can use them:

• Event Marketing: Include a QR Code on event posters that lead to registration pages or details about the event schedule.
• Product Packaging: Direct users to a tutorial or unboxing video.
• Print Ads: Make traditional media interactive by adding QR Codes that link to exclusive digital content, special promotions, or social media pages.
• Social Media Links: Connect your offline audience to your social media channels easily.
• Email Signatures: Add a QR Code to your email signature to drive traffic to your latest campaign, blog post, or landing page.

Wrapping It Up

QR Codes are a simple yet powerful tool for making offline and online marketing more closer. When used correctly, they can improve engagement, provide valuable data, and make it easier for your audience to connect with your brand. The key is to avoid common mistakes - like failing to add a CTA, forgetting to brand your code, or using static QR Codes - and make them work in ways that align with your goals.

Want to take your QR Code marketing to the next level? Remember: adding a dash of creativity, personalising the experience, and constantly measuring performance can make all the difference.

Are you ready to add QR Codes to your next campaign? Let us know how we can help!

If you want to learn more about implementation of the QR Codes to your business, make sure to read next blog articles:

👉 How HR Managers Are Using QR Codes

👉 How To Print A QR Code

👉 How To Generate Multiple QR Codes