Articles

Using QR Codes for Agricultural Marketing

This article describes what a QR code is, how they work, how to create one, and how to use QR codes for marketing.

Save for later Print

Updated:

February 22, 2023

Skip to the end of the images gallery

QR code on a screen

Skip to the beginning of the images gallery

Introduction

Have you seen these black and white squares on flyers, posters, or product packaging? Do you know what they are? They're QR codes (short for quick response), which can be scanned by a mobile device such as a smartphone (e.g., iPhone or Android) or tablet (e.g., iPad), leading the user to predetermined content such as a website, an instant messaging session, or SMS ("short message service") text. They allow you, as a business owner, to engage your customers or clients quickly and in a targeted way through their mobile devices.

Extension QR Code — Image 1. QR Code for Penn State Extension Website

How QR Codes Work

QR codes are more powerful than the barcodes that have been used for decades on shipping labels and product codes. Barcodes are read by scanning a single-dimensional line across the bars. QR codes have both length and width and must be read across both dimensions. Because of this, they are able to represent up to 100 times more information than a single barcode is able to do. QR Codes are easy to display and attract attention, making them a potentially powerful marketing tool, as well. Unlike a barcode, a damaged or scratched QR code can sometimes be readable. Furthermore, a QR code can be read in any direction. In other words, if this article is placed facing up on a table, the QR code in Image 1 is readable if scanned by someone on your left, right, or across from you.

QR codes can be read using the device's camera. An individual simply needs to open the camera app and scan the code in a manner similar to taking a picture.

A QR code can direct the scanner to a number of different types of information. For example, the QR code could lead to a website. The QR code in Image 2, at one time, took the user to the Home Depot Garden Club website, where information about ornamental peppers was provided. By scanning the code on the stake that is shown, a link opened in their mobile device's browser. It's important to ensure that the site is compatible with mobile devices.

PA Marketmaker QR Code — Image 2. QR Code on a pot stake, S. Cornelisse

QR codes can provide other types of content, including your contact information. They can also be used to initiate communication by launching your mobile device's phone, instant messenger, or text apps. They can also simply convey a short message or be used to indicate a geographic location using your device's GPS-enabled features.

Creating a QR Code

There are both static and dynamic QR codes. Static QR codes direct an individual to one fixed destination. If you want to direct someone to a different destination, a new QR code must be created. While QR codes can be generated for free, it can become costly to update marketing materials on which static QR codes are placed if the desired destination is changed regularly.

With a dynamic QR code, you create one QR code, but you have the ability to change the code's destination, possibly as many times as you want. To illustrate how a dynamic code could be used, consider an agritourism operation that offers different activities based on the season and each season's activities are on a different page of the farm's website. Since creating new marketing materials (flyers, brochures, etc.) for each season could be cost-prohibitive, a dynamic QR code could be generated and placed on the materials that direct people to the different webpages with the QR code being updated with the new URL as appropriate.

It's relatively simple to create a QR code. There are several QR code generator sites, including:

Generally, sites will allow you to create static QR codes for free. To do this, simply choose which type of action you would like the scan to initiate (ex., opening a URL, saving contact info on a smartphone, sending an email or text, posting a tweet, etc.) and follow the site's guidance. Generating dynamic QR codes requires a paid subscription. Several of the generator sites offer tiered plans with pricing based on features such as the number of account users, number of dynamic QR codes created within a specified timeframe, code design features, and analytic data collection features.

Be sure to download and save newly created QR codes, and before use, be sure to scan them to ensure that they work correctly.

Using QR Codes for Marketing

The best way to decide how to use your QR codes is to have a plan before you generate them. Because QR codes could serve a number of purposes, think carefully about what you want each particular one to do. One of the most common uses for QR codes is to direct the user to a website. What types of websites might you consider? Think about the potential to lead the user to a mobile-ready site to sign up for a newsletter, email list, or loyalty program. Maybe you want to send them to a discount coupon, a product description, or a recipe. Any web-based content (videos, images, Facebook, Twitter [X], etc.) that can be conveyed on a mobile device allows you tremendous possibilities. Think strategically about how you want to use your QR codes.

As an example, let's look at how the Penn State Berkey Creamery uses a QR code (see Image 3). At times, especially during homecoming and hot summer days, the line for ice cream at the Creamery gets very long. To help customers pass the time, Creamery management placed a sign containing a QR code next to the entrance. The code leads to a YouTube video showing how Creamery ice cream is made, "from cow to cone." In that case, the objective is to educate and to help the customer endure the wait before they can get their own cone.

Creamery QR Code — Image 3. Penn State Berkey Creamery QR and the YouTube video users will be directed to after they scan the code. S. Cornelisse

As another example, consider farmers' market vendors. QR codes could be used to lead visitors to the vendor's website, where they can find information about the farm's location, a list of products grown or available at a particular time, or days/times and location of other markets in which the farmer participates.

QR codes also make the distribution of surveys, such as customer satisfaction surveys simple. After creating the survey and ensuring that it displays well on mobile devices, generate a QR code using the survey URL. Some survey software tools (such as Qualtrics) allow you to generate the QR code as a feature of their software instead of having to use a separate QR code generator site. Survey codes can then be placed in key locations of your business or even added to receipts for post-purchase surveys

Depending on your objective, QR codes might be placed on brochures and other marketing materials, trucks/ trailers, product packaging, or signs. To decide where to place them, you need to understand how your customers behave. Place the QR codes where your customers (or potential customers) are. Keep in mind, though, that not all consumers use mobile devices. So QR codes should be used to supplement your other promotional tools, not replace them.

Creating QR codes may be easy; however, as with any other marketing tool, be strategic in how you implement them. You may want to begin with one or two codes to highlight specific items, similar to what the Penn State Creamery did. Consider using dynamic QR codes allowing you to share new and timely content without the cost of creating new materials. This is a good idea if your business hosts seasonal events, for example. Providing dynamic content will help you engage your customers. Try using QR codes on a small scale before you decide to adopt them more fully in your marketing efforts. This will help you to be sure to implement their use in ways that customers value.