smart Tan Magazine is the leading source of information for indoor tanning salons, covering everything from the newest tanning technology, Vitamin D and the lastes tanning lotions to detailed ways to improve your salon's success.
Issue link: https://smarttan.epubxp.com/i/59143
QR C ODES ASHLEY LAABS EDITOR, SMART TAN MAGAZINE QR codes seem like a new, enigmatic technol- ogy, but these handy barcodes have been around since the mid 1990's. Since then, a technology that was originally designed to monitor automobiles during the manufacturing process has flooded into the commercial marketplace, creating unlimited potential for interactive branding. A QR code can breathe life into any promotion or campaign by allowing a customer to engage with your business on a more intimate level. This simple – and often free – tool is a great way to build on your existing marketing resources. For businesses who have yet to adopt QR codes, it's time to get a better understand- ing of how this technology can enhance the relationship you have with your cus- tomers. For those of you who have gotten your feet wet, our social media veterans will show you how to pack the biggest punch. The Logistics The advent of the smartphone has been the single-most influential element of mak- ing QR codes popular among consumers. On most smartphones, users have the ability to download a QR reader appli- cation from their marketplace. This means that, whether they're your customer or not, consumers can interact with your adver- tising and content anywhere their phone goes. All they need to do is scan the bar- code using the app on their smartphone. Then, they are sent wherever your code is linked: your Facebook Page, a YouTube video, or a special coupon. QR codes are also easy to create. You can generate them for free on sites like www.qrstuff.com by typing a URL, text, phone number or other data. Some sites will even let you choose the color of your QR code. If you want to make a special impact, you can get a custom QR code embedded with your salon's logo for a very affordable price. You can even purchase a rubber stamp, chocolates or other products that feature your unique QR code! From there, the possibilities are endless: Put them on employee t-shirts, tanning beds, coupons, business cards, or plant them around town like an Easter egg hunt. But instead of slapping a QR code on everything that meets the eye, carefully consider where to display them based on the content your customers will see. If your QR code links to a deep discount, put it on your top-shelf products to incentivize the sale. Manufacturers If you haven't noticed already, some of the major manufacturers in the tanning industry have already begun using QR codes on their advertisements and prod- ucts. They link to great specials, product information and exciting giveaways just for their client – you! "I find them a fascinating tool to do easy research on a product," says Stacy Kaufman, president of Performance Brands. "It's a fast-paced mobile world, and this opens up the opportunity for people to see more information at their fingertips." Performance Brands is just one of the many manufacturers who are begin- ning to use QR codes in their ads. "It's like gift wrapping," he says. "You never know what you get until you scan it." Australian Gold has also risen to the challenge as they celebrate 25 years in business. Some of their posters flaunt QR codes that link to their Silver and Gold Sweepstakes on Facebook. "[QR codes] are another way we focus on customer service and being a company that is cutting edge," says Susan Phemster, brand manager at Australian Gold. Because QR codes can handle a solid variety of content types, they can serve multiple functions. Whereas many businesses default to using the homep- age of their website as the primary destination for their QR codes, the sav- viest users develop them as a way to occupy, inform, serve and reward their customers. Shorten the Wait A great use of these barcodes is linking them to a game, quiz or survey for cli- ents to interact with while they wait in the lobby. While a delay is sometimes necessary, salons should use this as an opportunity to leverage their expertise or create a fun atmosphere. Create a quiz where customers find out what products might be best for the services they're about to enjoy. Send them to a blog you update regularly with news and events. Or you could personally introduce your- self to visitors and welcome them to the salon through a video. This downtime creates a captive audience who is more likely to pay attention to cre- ative content. More good news: If you link to something that customers truly enjoy or find valuable, QR codes can make the wait feel shorter and contribute to a bet- ter experience in your salon. Meagan Knoll, management information systems professor at Grand Valley State University, explains that salons must target their audience with regularly changing content to grab the attention of clients: "The key to making QR code marketing successful is to be precise and interactive "I find them a fascinating tool to do easy research on a product," says Stacy Kaufman, president of Performance Brands. "It's a fast-paced mobile world, and this opens up the opportunity for people to see more information at their fingertips." SmartTan.com [ SMART TAN MAGAZINE 84