QR codes are everywhere—from restaurant menus to TV ads—but are you using them to grow your radio station’s audience? With engagement rates soaring, these little black-and-white squares can drive app downloads, boost website traffic, and even increase revenue.
“QR” in “QR code” stands for “quick response.” It was created in 1994 by Masahiro Hara. Masahiro discovered that a grid system could store more information and can be read from various directions.
QR codes became popular in China but didn’t catch on in the United States until the pandemic. Remember every restaurant menu becoming a QR code? QR codes are now used widely for all kinds of things, from business cards to mobile payments. This presents an excellent opportunity for your radio station.
Nielsen Audio reported that in 2023, QR code engagement rose by 35%, boosting brand recall by 30% and consumer engagement for TV ads by 30%. This means if you’re creating any video for your station, include a QR code to drive website traffic, app downloads, and podcast listening – you name it. It’s much easier than typing in what might be a long website address.
Stations Getting Results from QR Codes
Here are some examples of radio stations and groups using QR codes to boost digital engagement:
1. WTOP Washington D.C.
Strategy: Used QR codes to link listeners to podcast playlists during drive times.
Results: Increased podcast downloads and app engagement during peak listening hours.
Action Steps:
- Create a dedicated landing page for your top podcasts.
- Display QR codes in TV ads, signage or during live events linking to this page.
- Track scans using a tool like Bitly to measure engagement spikes.
2. WBAL Baltimore
Strategy: Placed QR codes on billboards with the message “Scan for breaking traffic alerts.”
Results: Boosted news app downloads and increased real-time traffic update engagement.
Action Steps:
- Partner with local billboard companies for prime placements.
- Create a dedicated “Traffic Updates” section in your app.
- Use dynamic QR codes to update content without changing the billboard.
3. 95.1 FM Chicago (The FM Omni-Channel)
Strategy: Partnered with TONE Audio magazine to enhance digital engagement using QR codes.
Results: Drove mobile app downloads and interactive experiences.
Action Steps:
- Collaborate with local businesses for cross-promotional QR campaigns.
- Offer exclusive in-app content to incentivize downloads.
- Rotate QR code destinations to keep content fresh and engaging.
4. Entravision (Hispanic Radio Network)
Strategy: Used QR codes on decals and posters to promote Spanish language directory and contests at sponsor locations.
Results: Provided faster access to promotions and information for mobile-savvy listeners.
Action Steps:
- Create bilingual QR code landing pages for diverse audiences.
- Partner with local businesses to display QR codes for contests.
- Use geotargeting to deliver location-specific content via QR codes.
5. Jacobs Media Client Stations
Strategy: Implemented QR codes across various touchpoints to drive digital engagement.
Results: Increased app downloads, contest entries, and email signups.
Action Steps:
- Add QR codes to station banners, linking to a menu of digital options.
- Use QR codes on wristbands at station events for exclusive content access.
- Include QR codes on sales team business cards linking to advertising resources.
Best Practices for Radio Stations Using QR Codes
- Ensure Readability: Generate high-resolution QR codes and keep designs simple to ensure easy scanning.
- Provide Context: Always include a clear and enticing call-to-action explaining where the QR code will lead. Focus on the benefit to the listener.
- Strategic Placement:
- Any video the station creates (YouTube, social video, live feeds, etc).
- On-screen during events and concerts.
- Station merchandise and event signage.
- Print media.
- Track Analytics: Use QR code generators with built-in analytics to measure effectiveness.
- Consider Lifespan: For printed materials, use dynamic QR codes that can be updated without reprinting.
- Test Frequently: Regularly scan your QR codes to ensure they’re working correctly.
- Optimize for Mobile: Ensure the landing pages are mobile-friendly and load quickly.
- Contrast is Key: Use high-contrast colors between the QR code and its background for better scan ability.
- Size Matters: The ideal ratio of scanning distance to QR code size should be 10:16 (roughly square).
- Educate Listeners: Briefly explain how to use QR codes for less tech-savvy audience members.
By following these best practices, you can effectively use QR codes to drive app downloads, increase website traffic, and boost engagement with both content and advertisers. Remember, the key is to provide value and convenience to your listeners through this technology.
We want to help your radio station grow and succeed online. That journey starts with an amazing website that keeps visitors coming back often. Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.