qrcode.863896If you are like me you will have noticed the increasing momentum and prevalence of those funny black and white squares. They are popping up on business cards, ads, posters and banners and last week even a featured on radio 4’s You and Yours (so they must becoming mainstream).

QR (or Quick Response) codes originated in Japan and were used in manufacturing to tag parts so that they could be machine read. In effect they are like bar codes, but unlike the traditional bar codes we all know, they can hold far more data. By using a smart phone you ‘take a picture’ of the code (using a QR reader which is easily downloaded) and the information embedded in the code is revealed.

It hasn’t been until the spread of smart phones into the population, however, that QR codes as a marketing tool has really started to take off – after you need people to be able to read them!

So what can you do with them?

QR codes are used in two main ways – firstly to store information such as contact details and secondly to embed a URL which launches a web page. So increasingly you will see business cards with QR codes which for people who regularly network or attend events can be great as you can ask people to scan the QR code on your card and it will drop all your contact details into their phone (so no excuse for losing the business card!)

Secondly they are used to embed a URL so when read ’scanned’ the web page is launched.

These seem quite modest uses, but apply a bit of creative thinking and it opens up a whole host of applications and ideas. Here are some that I have come across and which might give you some inspiration to look at those chunky little codes in a new light.

#1   You can use on badges at conferences and events so it dispenses with the need for business cards at allQR_head

#2   Why limit yourself to badges, you can print onto T shirts, bags and hats to create a talking point at events. You could even get temporary tattoos printed (put them where you dare!)

#3    It doesn’t have to just hold your contact details, your QR code could go to a web page with your profile or to an existing profile such as LinkedIn

#4   or it could open up a Google map

#5   Who says you only have to use one QR code. You could have multiple QR codes that link through to your LinkedIn profile and Twitter account

#6   If you are in a business where showing your work or projects helps you win business, why not link it through to your online portfolio, gallery, case study section or YouTube channel

#7   For advertisers it gives an option to push additional information that could not be included in the ad, poster or banner. This is especially important for products or services that need more information to sell – think technical factsheets, video demos, booking instructions

#8   You can use as part of your testing strategy by having different QR codes providing different types of information to see which converts better. Or what about testing the performance of alternative response devices i.e. one to a Facebook page, one to your website and one to a newsletter sign up?

#9   Everyone likes something for nothing, so you could push people to a web page that has free resourcesQR_banner

#10  QR codes are becoming common on simple vinyl banners promoting events

#11  You can also link through to online ticket or booking for events

#12  If you can show a sample of your event – a trailer, video or music clip a QR code can push to web pages containing these. The big movie blockbusters are using this technology but is so easy that even small bands and artists can use then on the posters and fliers (link to s sample MP3 or video and it may persuade people who don’t know your music to come along to a gig)

 

Some tips on using QR codes

So hopefully you are now inspired but just before you race off, here are some useful tips –

  • You can generate QR codes in seconds and there are a number of websites that do this. I particularly like www.qrstuff.com as it gives you the option to embed different types of information from simple text to URLS, google maps and social media links. 

 

  • Think about where it links to. If it just links to your web home page then actually it is more of a faff to load the reader and scan the QR code, people could just type in your URL. So make sure you point to something more content rich such as a profile page, specific competition or special offer page

 

  • If your QR code links to a dedicated web page, you can change the content of that page without needing to change the QR code and potentially waste print media. The data on a QR code is fixed so if it contains contact information if you change address or telephone number it cannot be changed. If it contains a web link you have the flexibility of changing the content of that web page.

 

  • Don't just link to your corporate website unless it looks good on a smart phone screen (most don't). If your site doesn't scale well for a smart phone, consider creating a smart phone version of your site instead and link the code there.

 

  • QR codes don’t have to be black and white as long as the contracts is sufficient, so test out on various QR readers

 

  • Ensure there is white space around the code

 

  • Make sure phone numbers are in international format e.g +44 for UK)

 

  • If not just your contact details then tell them where they will be linking to

“For a full profile ...”

“To see our most recent projects ...”

“To enter our competition ...”

 

Thanks to ...

Thanks to all the contributors on the QR code thread on the Digital Marketing Linked In group

http://linkd.in/iVuS3z

Examples of QR codes being used around London

http://shkspr.mobi/blog/index.php/2011/04/ubiquitous-qr-codes/