A thought occurred to me as I stood waiting for a train on the Circle line last week:
Why aren’t more advertisers using QR codes?
I was staring at adverts for laundry services, investing platforms, and protein shakes.
Some gave website URLs.
Others suggested search terms.
But none of them were using QR codes.
I get that data coverage and connectivity are tricky underground, but they’re getting better. And if I’m standing on a platform or moving train, it’s much easier to scan a QR code than type a URL into my phone or Google “laundry heap.”
Soon, I started thinking about something even more interesting: how can financial advisers and planners use QR codes in their marketing?
A stalled revolution
Unbelievably, the first QR code was released 31 years ago, in 1994.
For 25 years, they were a solution looking for a problem, and adoption was slow.
However, the 2020 pandemic gave QR codes a new lease of life, as we started using them for contactless payments and check-ins.
That renewed interest, and the ubiquity of smartphones, has turned QR codes from a white elephant into a useful marketing tool.
So, how can you harness their power in your marketing? Here are nine practical ideas.
#1. Collecting VouchedFor and Google reviews in your office
First, print postcards with a QR code or put one in a frame.
Then, whenever a client visits your office, ask them to scan the code on their phone to leave a Google or VouchedFor review there and then.
Immediately after you’ve asked, leave the room to make your clients a drink or take a comfort break. That way, they have nothing else to do except scan the code and leave the review.
#2. During presentations
If you’re presenting in person to an audience, use QR codes instead of website URLs.
People can then hold up their phone and immediately access links, documents, or your contact details.
#3. During webinars
QR codes are also useful when you’re presenting webinars.
For example, last week, I spoke about referrals to advisers and planners who are members of Benchmark.
At the end of the presentation, I put up a QR code so they could connect with me on LinkedIn. Holding a phone up to the screen and scanning the QR code is much easier than writing down or remembering a LinkedIn URL.
In fact, if you’re reading this on your laptop or computer, why not grab your phone, scan the QR code below, and connect with me on LinkedIn now?
#4. At the end of books and guides
Thanks to the likes of Daniel Priestly and Phil Calvert, a growing number of advisers and planners are writing books.
QR codes are great for linking the physical book to digital assets.
For example, I recently finished Feel-Good Productivity, and the author, Ali Abdaal, included a QR code where I could access several valuable downloads.
If you’re writing a book or a guide, you could use the same trick to direct your reader to further information, including templates, checklists, and cheat sheets.
#5. On physical adverts
A surprising number of advisers and planners sponsor local sports teams.
In return for (usually) a modest sum, they often get to display adverts at the team’s football, rugby, or cricket ground.
If you’re one of those advisers/planners, consider using a QR code that links people straight to your website or contact details.
#6. In your office window
Some advice/planning firms have high street offices with significant footfall and get walk-ins.
That’s fine during the 9-5 hours, but less practical outside that timeframe.
So, make it easy for people to learn more about you and book a meeting. Display a QR code and a suitable message in your window, and link them to your website or an online booking form.
#7. In printed adverts
Advertising in local magazines can be an excellent option when you’re targeting clients who live locally.
When people read or flip through magazines, their phones are probably nearby. A QR code is the perfect way to help them learn more about you or book a meeting.
#8. On printed event invites
If you run physical events for clients, prospects, and professional connections and send printed invites, add a QR code to simplify the booking process.
#9. On business cards
Business cards can soon look cluttered, so keep them classy, crisp, and clean by using a QR code linking to your website or, even better, your social proof.
The trains don’t matter, but you do
I’m still not sure why advertisers on the tube don’t use QR codes.
When I polled people on LinkedIn, they suggested it was due to connectivity issues (Ian McKenna), snobbery about QR codes (Roger Edwards), or QR-jacking (Alasdair Walker).
But it doesn’t really matter. Instead, let’s focus on the times you can use them in your business.
They work best when displayed on a medium (presentation, screen, book, magazine, window) that can easily be scanned on a phone.
So, get your thinking cap on.
And if you need help producing the QR codes or embedding them into assets? Email hi@theyardstickagency.co.uk or call 0115 8965 300, and our branding team will be very happy to help.
