Using QR (quick response) codes can help enrich your brand's customer interaction by adding a dynamic element to static forms of media.

Mobile-device users who have scanned a QR code (about 6.2% of the total mobile device audience) were most likely to have scanned QR codes in newspapers and magazines and on product packaging, a June 2011 survey by ComScore found.

A print ad, coupon, package, or other static marketing piece with a QR code that links to an audio or video endorsement of your product delivers a more engaging customer experience.

QR codes can be inexpensive to implement and can provide a measureable return on investment (ROI). Here are five tips for implementing an effective QR code campaign.

1. Carefully plan what you want the customer to experience

Before your IT and marketing teams create your QR code landing page, take time to plan the exact experience you want the consumer to enjoy. What information do you want to share with customers that they won't get on your website?

Give them something new and dynamic. Don't just send them to your homepage; it will be too busy and (possibly) too difficult to navigate on a mobile device screen.

Do you have interesting audio or video to share about a specific product or service you offer? Maybe a short tutorial on how to use your product? Send customers to a page where they can sign up for your email newsletter and receive a free e-book download for doing so.

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Michelle Eichhorn is director of marketing and events for Apologia Educational Ministries, Inc.. She can be found on the Web at and @eyecorn on Twitter.