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QR C ODES "I hope to continue making our campaigns more interactive and relevant for customers; this is a way to engage our customers through innovative technologies. It's a way to keep them excited about something new," says Allison Heinrich. you already use, so it's just a matter of deciding how you want it to enhance your business. Incorporate QR codes in all of your major initiatives to pack an extra punch. and educate your patrons, you can cre- ate value for big-ticket items and eliminate common objections. "Qualified, enjoy- able information will minimize price resistance. You have the opportunity to tell them why something costs what it costs," says Kizer. Reward Visitors Many salons send special coupons to anyone that signs up for text marketing, but QR codes can also be a great way to reward people who visit the salon. Because customers have to be physically near a QR code to scan it, you can offer specials, discounts, and prizes when they do business with you. "Change up your QR code or the content it links to on a regular basis. You don't even have to say when it changes if you encourage them to scan it every time they come in," says Knoll. "Customers play upon that gaming aspect, they love the rush of getting something for free or for less." You can even send your customers on a treasure hunt through your salon or city. Give them a clue that leads to the first QR code, where they can find the next hint. Keep this process going as long as you like, and put a great incentive at the end. Who wouldn't scan a couple of barcodes for six months of free tanning or great con- cert tickets? If you don't think your clients are up for the adventure, you can always link to a contest on Facebook. Allison Heinrich, marketing manager for iTan Franchising, is leading the way for the chain to begin using QR codes. A quick scan takes customers to a sur- vey, which they get a $10 coupon for completing. "I hope to continue making our campaigns more interactive and relevant for customers; this is a way to engage our customers through innova- tive technologies. It's a way to keep them excited about something new," says Heinrich. Getting Started Now that you're something of a QR expert, it's time to put your barcode where your mouth is. Luckily, this technology flows seamlessly between all the other elements of advertising and social media "Any time you have a campaign, you have to ask yourself what the social marketing piece is," says Bender. "You can have stuff on your website, your brochures and fliers, but you have to think about how it ties into Facebook and Twitter, how you're going to blog about it and where a QR code fits in." But the biggest controllable factor for suc- cess with any form of technology is time. Don't wait! Get ahead of your competi- tors by becoming competent at using QR codes in your salon. The earlier you give it a try, the more participation you can solicit from your customers. Starting now is a big advantage, since you'll need to educate your clients before they get on board. "There are going to be early adapters with any technology. But you can't just plop it on a promotion: You have the responsi- bility of educating customers about QR code readers and how to use them," says Heinrich. But once you teach your customers about this fast, effective and fun way to communicate with your business, you'll have more loyal customers. Let QR codes be the silent workhorse in your social media arsenal – you might for- get how you ever did business without them! WEB EXCLUSIVE Did you see the QR code on the cover? Scan it for a special message from our editor! 87 SMART TAN MAGAZINE [ SmartTan.com