How to use QR codes to enhance your self-storage marketing and messaging

A group of small square pixel bits, sometimes with branding or custom colors, but mostly just black and white. This is called a QR (quick response) code. If you’re not familiar with it yet, now’s the time to learn more.

QR codes are essentially barcodes that can be read by mobile devices. Think of it as a print-based hyperlink that bridges the gap between offline (print or billboards) and online (websites or other internet-based content). But unlike traditional barcodes, which contain a series of vertical lines that carry data in one direction, QR codes store information horizontally. and Can contain up to 4,296 alphanumeric characters vertically.

Self-storage operators can benefit from using this technology in a variety of ways, including marketing, signage, and communication with sales prospects and tenants, among others. Let’s take a look at the evolution of QR codes and the best practices for using them to promote your brand.

progress and adoption

The adoption of QR codes in the United States has been slower than in other countries. It wasn’t until the pandemic that they became more popular and more widely accepted. This is partly due to the fact that some people don’t feel comfortable downloading code readers or apps onto their phones. However, in 2020 all his iOS and Android smartphones were updated to be able to scan his QR codes using their native cameras, making it easier for everyone to adopt this technology.

At the same time, the touchless initiatives that emerged due to the pandemic required people to scan QR codes to access everything from menus to directions to shopping. Business owners are rushing to create and use QR codes to keep customers active. This trend continues even today. In fact, the use of QR codes continues to increase and is predicted to reach more than 100 million users in the United States by 2025.

So how are people using these codes? The applications seem endless. Here are some popular ones:

Select version and level

When creating a QR code for your self-storage business, it’s important to understand that there are many versions, each determined by the amount of data stored. Version 1 is a 21-by-21 pixel array, or about 14 alphanumeric characters. We generally recommend using version 4 or lower (up to 62 alphanumeric characters), as most smartphones cannot read more data.

Also, check if the QR code generator you are using allows you to choose the level of error correction. In other words, the higher this level, the more damage the code will take before it becomes unreadable. There are four levels to choose from.

The higher the density, the harder it is to print the QR code clearly, especially for screen printed or laser engraved promotional items. The lower the density of the code, the larger it can be printed on signs and other materials. Levels L and M represent the best compromise between density and durability for general marketing purposes.

make it right

Create QR codes for your self-storage business for free or upgrade to a paid account for designer/brand codes, analytics codes, and dynamic codes. Two of my favorite generators are QRstuff.com and QR-code-generator.com. Simply enter your destination URL, add your logo, customize the look, choose your error correction level, select your file type (png and jpg are common), and download the code. It’s much easier than you think!

As you prepare your new QR code to work, here are some important best practices.

Cut it short, please. Note that the more characters you embed, the higher the version of your QR code, which can cause printing and scanning issues. For this reason, it’s a good idea to use a URL shortener before writing your code. (A good code generator will have its own code generator.)

Use dynamic code. This typically requires a subscription, but over time you will be able to change where the QR code is sent. For example, today he may have written code that accesses the website’s home page, but a month later he may want to direct users to the pricing page instead. This kind of change is possible with dynamic code.

Use designer code. Including your logo and company colors in your QR code strengthens your brand authority and makes it more aesthetically pleasing. Again, this feature typically requires a subscription.

Use your code wisely! Consider where you want to place your QR code in relation to where you are facing your audience. For example, don’t add code that directs someone to your website. upon your website. Also, avoid inserting code into digital media (such as email or social media) where a simple link would work just as well or better.

Make sure the cord is large enough. Never print a QR code smaller than 0.75 inches or 2 centimeters by 2 centimeters, as the code elements can intermingle and impair scannability. If the code is too small, smartphones and other scanners may not be able to read the information.

Create a buffer. All QR codes must include white space around all four sides. This “quiet zone” is there to allow the scanner to properly interpret the information without interference from other images or textures.

Be careful of glare. Always consider the surface on which you will place your QR code. Shiny, glossy, and glassy surfaces tend to have a lot of glare, which can interfere with the scanner’s ability to read them.

Pay attention to the colors. Avoid bright colors in your QR code. High contrast is required. Also, placing the code on a dark or light background can make it unreadable. Dark code on a white background is always best.

Choose your location wisely. Always keep your QR code in a location with good cell phone or Wi-Fi coverage so you can easily see and scan it. For example, subway tunnels with weak signals create a poor user experience. Similarly, avoid placing codes above eye level or in areas that are difficult to reach or scan. Avoid “noise” and distractions that take your attention away from your code. Finally, remember that lighting is the key to a good scan.

Test, test, test. Then test again! Ask a colleague to use your code. Try it on several types of devices. Test the destination and verify that all components are working properly. After that, you can proceed to print.

Give a clear call to action. Be sure to let your self-storage customers know what they will see and find when they scan their QR code. for example:

Get creative

Now that we’ve covered how and where to create QR codes and some best practices, let’s take a look at some common ways to use QR codes in self-storage. One of the best ways is to direct customers to her website. Make your business easily found online by placing QR codes on business cards, rack cards, brochures, postcards, flyers, display ads, posters, and delivery trucks.

QR codes help customers transact with you even when your office is closed. “Do you need to rent a unit or make a payment? Or just want more information? Scan here!” Be sure to have a process in place to provide access to the facility or unit afterward.

QR codes can also be used for:

Now that you’ve read all about QR codes, we encourage you to get creative. This technology is used for so many things, and the list continues to grow. If you aren’t already using this tool as part of your self-storage operation, it’s time to take advantage of it.

Stacie Maxwell is Vice President of Marketing and Training; universal storage group, a third-party management and consulting provider to the self-storage industry. She oversees the branding, design and marketing programs for the company and its portfolio of over 70 properties. With over 22 years of experience in the storage industry, she has worked closely with the company on facility development and migration projects, contributing to the company’s growth. To contact her, call 770.801.1888 or visit her profile at: linkedin.