Do you know what this is? Your phone might! It is a QR code.
QR is short for Quick Response. A QR code is a specific two-dimensional code readable by camera phones or IPODS with reader software. Recently, QR codes have become more prevalent in US marketing circles and are starting to be integrated into both traditional and interactive campaigns. Media where QR codes have been deployed include billboard ads, in-store displays, event ticketing and tracking, trade-show management, business cards, print ads, contests, direct mail campaigns, websites, and email marketing just to name a few. QR codes are of particular interest to marketers, giving them the “ability to measure response rates with a high degree of precision” allowing for easier ROI (return on investment) calculation, thus helping justify spending on marketing budgets. QR codes have also been used at trade shows and in conferences.
But what are QR codes? The code consists of black modules arranged in a square pattern on a white background. Successful codes can also be printed in a dark color on a white background. The information encoded can be text, URL or other data. QR codes are capable of conveying addresses, instantly opening URLs, coupons, music, or uploading information. They can be used on any materials that you can imprint—tee shirts, signs, buses, business cards, or on just about any product with at least a one inch square imprint area. All you need is a camera phone or IPOD with the correct reader application to scan the image of the QR code. These applications are available on the internet for free or for a small fee. Most of the QR codes are readable by most applications, but some are specific to a particular reader. Linking from physical world to the virtual is known as a hard link or physical world hyperlinks. QR codes are more useful than just a url or a standard barcode because they store more data and are immediate. The QR code can store (and digitally present) much more data, including url links, geo coordinates, and text. It literally takes only a minute to upload a reader application which you can do from several sites at no charge. And, there are free apps on the internet that allow you to create QR codes that can then be used on your advertising media as well.
Why use a QR code that no one will understand? QR codes have been widely used in Japan and Australia and are growing in popularity in Europe. They are beginning to be recognized in the US and Google recently launched “Favorite Places” by sending QR coded decals to thousands of restaurants for display in the windows so passersby can scan and learn about the menu, ratings and current specials! The information is immediate and can influence a buy decision on the spot instead of hoping that the customer will remember and look it up later. This immediacy can help many organizations.
Instead of posting a long website address that your audience is likely to forget by the time they get to their computer, place a QR code on your promotional materials. Whether it’s an advertisement, direct mail, business card, flyer, tee shirt, mouse pad or exterior street signage, your target audience immediately gains access to what your organization is all about. The QR code may contain a coupon, a special offer, register for the next meeting, call for papers or a membership drive. Whatever you want to promote the QR code pulls your target to act now instead of later which may never happen.
The additional benefit of QR codes is that you can track and analyze the results of your materials by number of hits. We talk about impressions on promotional materials by amount of viewing time, but adding a QR code can allow you to see if people are responding to your promotion by scanning and visiting the site. Measuring the return on your marketing dollars is always tough, but this gives you the ability to actually track the results. Many promotional campaigns may leave money on the table. Even well intentioned targets are likely to forget or lose the initial enthusiasm created by your campaign if it requires remembering to do something in the future. Our on-demand society already has a jam-packed schedule that makes even the most emotionally charged member difficult to reach unless you can give them a way to take swift action now. QR codes can direct otherwise passive viewers to take immediate action, make a purchase, register for an event, or take a survey.
Additional uses for QR codes might be to tag products that have already been placed with a client to allow them easy access to reorder supplies. Or, what if your customers could check inventory and purchase 24 hours a day right from your printed catalog? QR code your catalog and they can! Coding your catalog doesn’t limit a customer depending on their time zone, company business hours, or their busy schedule. Not only does this help increase usability but also expands the productivity of your potential sales. So, whether your shopper is an early bird or a night owl, the opportunity is there!
Where did QR codes come from? QR codes were originally developed by Denso Wave, Inc. which is a leading manufacturer of automatic data capture equipment including bar code and 2D code readers. The use of QR codes is free of any license. The QR code is clearly defined and published as an ISO standard. Denso Wave owns the patent rights on QR codes, but has chosen not to exercise them. The term QR code itself is a registered trademark of Denso Wave, Inc.
Please contact TheMarketPro when you are considering promotional products and corporate wearables so that we can provide the information you need to make the best possible purchasing decisions. TheMarketPro can be reached at 800-905-0073 or sales@themarketpro.net . Additional articles can be found at www.TheMarketPro.net in our “Going Green with Promotional Products” and “Coffee Break Reading” sections.
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