Make Craft Beer Labels Interactive with QR Codes

POSTED 11/13/2014
Beer Bottle Labels - Epsen Hillmer Graphics

As the owner or director of marketing for a craft brewing company, you’re probably always looking for ways to keep consumers engaged with your products. One of the best ways to capture consumer interest is by making your craft beer labels interactive, and QR (Quick Response) codes are a great way to do that. These square codes, which are scannable by smartphones, can deliver many extras and incentives that attract consumer attention to your brand.

While QR codes can be a great marketing tool for your craft beer labels, it’s important to use them correctly. Our custom label printing experts at Epsen Hillmer Graphics will explain the numerous benefits of QR codes, and we’ll tell you how to use them effectively!

QR Codes—for What Your Labels Can’t Say

Your craft beer labels can do a lot to promote your brand on the shelves, but because of their small size they’ll always be limited in the messages they can convey. If you want the opportunity to tell consumers a compelling story about your product that won’t fit on the label, a QR code can be a great use of your limited label real estate.

Simply by scanning the QR code on your product labels with their smartphones, consumers can be treated to a variety of useful and entertaining content, from food pairing advice to your company history, from video promotional content to special offers only available by scanning the code.

Craft Beer Labels Plus Engaging Content

Here’s the thing—it’s easy to misuse QR codes if you don’t develop content for them that makes sense. By asking a consumer to scan your QR code, you’re essentially asking for their time and attention, and if they give it to you, you need to have something valuable to give them in return.

You need to give smartphone users a unique online experience, whether that means taking them to an entertaining promotional video, a page of useful and contextual information (since they’re likely standing in the store with your beer in one hand and their phone in the other, think of the things they’d want in that moment!), or a special offer just for them.

If your QR code just takes users to the home page of your website, they’ll more than likely be irritated that you wasted their time.

Best Practices for QR Codes

Since it can be hard to know just what to do with QR codes if you haven’t used them before, it’s helpful to run through the steps to give consumers a positive experience:

  • Have a point! Remember, you’re asking people to go out of their way to let you speak to them, so make sure your message is worth their time. A QR code that doesn’t add value is a blown marketing opportunity and can actually turn potential customers against your brand.
  • Reward users with great, mobile-optimized content. Since consumers will be accessing your QR code content through their mobile device, make that content mobile-friendly!
  • Include calls-to-action. You should actively communicate what benefit consumers will receive by scanning the code on your craft beer labels, but don’t stop there. In the QR code content itself, spell out what you want customers to do after they’ve watched, read, or otherwise consumed it, and give them a compelling reason to do so.

Contact Epsen Hillmer Graphics for Craft Beer Labels!

QR codes are a great way to increase consumer engagement with your craft brewing brand, and hopefully our team at EHG has given you some good ideas for including them in your label designs. For more information about how our custom label printing company can help you print the perfect craft beer labels for your brand, give us a call today at (402) 342-7000 today!