It seems like every few months something becomes the “buzz” and lately QR or Quick Response codes seem to be the leader. I get tons of questions, ideas and request from dealers to make sure they are implementing QR codes correctly.

There are endless ways to utilize QR codes in your marketing efforts that make perfect sense. Example you’re reading this blog and you have an interest in using QR codes in your efforts and want more information from Liquid Motors well I just happen to have the perfect code for you to scan:

Or maybe you want to get the coolest application for Facebook then again here is the perfect code:

Now that you have an idea on some basic uses for QR codes let me give you a scenario that is happening everyday and is the wrong way to use this technology.

Billy who on his way home from a long day at the job site saw a truck that caught his eye and quickly pulls off the service road to take a quick look. As a window shopper on your lot after business hours the only immediate information Billy can get is what he can see on the truck and window sticker/buyers guide details. Billy likes what he sees about the truck and since you do not print the price on your window stickers he is curious if it is in his price range and what other features are on the vehicle. More importantly he wants to show his wife the truck as soon as he gets home.

So let’s assume you are using QR codes technology how would you use it?

Click here to take survey

Billy scans the QR code on his phone excited to see more information he needs to make his decision and to his surprise he is directed to the home page of your dealer site. How many of you have been on your main web site on your phone? Most are virtually impossible to navigate or even read. Bottom line if you’re moving into the mobile marketing arena you better get a mobile web site. Yes this is the answer to question 3 of the survey, the specific vehicle details page on your mobile site is exactly where you want the customer to be taken too. Billy can now see the Internet price and all the details and pictures of the vehicle and is ready to run home and show his wife.

How is this possible you may ask? Having a web site that has vehicle specific URL’s that are in a format that is link friendly is critical to getting this type of behavior. If your web site company has told you that you can only direct a customer to your home page or any other static page you now know why. This is a very bad practice and you are better off not having the code on the car in the first place, why? Imagine you are standing at the truck like Billy is, you scan a code that does not take you to more information is takes you further away from the vehicle of interest. It would almost be like having every page on your web site re-direct every visitor to the home page before they could start searching, it just makes no sense.

Here is an example of a code that is not using a mobile site:

Now scan this vehicle that is using a mobile site:

Another area of questions revolves around where do I put my QR code? This is very easy to answer. Just don’t put them on your Buyers Guides! This is a federal document and the QR code may become part of the Buyers Guide if added to it. If you want to have these on your Buyers Guides I would recommend you talk to an attorney in your state regarding compliance.

QR codes can be a nice addition to your marketing efforts just remember the my #1 rule before you do anything, “Think like a consumer not a car dealer.” If it makes sense to consumers you will see the benefits.

Thank you for taking the time to read all of the Liquid Motors blogs, Facebook and Twitter postings we truly appreciate it and hope you are all getting something from them. Please post your comments and share away!