Embracing QR Codes

My last blog was more about technology today and less about social media. So, today I am getting back to the bread and butter of what I love — social media and all it has to offer.

QR codes are square-shaped bar codes that lead to links and images on a mobile browser. You scan the code using a very easy to use application on your smartphone and your phone's camera and, viola, you are connected to a company's choice of link, video, image or company's landing page where you will conveniently find promotional content.

The attached picture is how a QR (or quick response) code may appear to most people. You may have noticed these black-and-white squares showing up in newspaper ads or pages of magazines. Thanks to our world's growing addiction to our smartphones, you'll likely be seeing more of them.

QR codes are showing up in more and more places: posters, storefront window displays, TV advertisements, business cards, websites and even on T-shirts. The QR code was invented by a Japanese company in 1994 and has been used in Japan for years. In fact, they are quite common there, but only now are they becoming mainstream in the United States.

Here's how they work:

First, you must download a QR scanning application for your smartphone. When you see a QR code on a poster or billboard, open the scanning app and use the phone's camera to focus the code on your screen. The application will recognize the code and automatically open up the link, video or image in your phone's browser. You just need an Internet connection to access the content. 

Many QR scanning applications — RedLaser is a popular one — are available for Android, iPhone and BlackBerry phones. Anyone can generate their own QR code for free and you can link it to anything from URLs to contact information to your GPS location.

Brands and companies are increasinly taking advantage of this relatively low-cost marketing tool. Last year, the animated movie 9 was promoted with green posters containing only a large QR code that took users to a new trailer and special features. Magazines have used QR codes to promote everything from Tag Heuer's new collection of time pieces to hair care products to sheepskin boots and diamonds. Even New York City launched a QR code campaign in Times Square that linked to Notify NYC, the city's official source of emergency events and services.

And, people are responding. According to a recent survey of U.S. smartphone users by MGH, a Baltimore social media marketing company, 32 percent of respondents said they have scanned a QR code. Of those, 53 percent said they used the code to get a coupon or discount, and 72 percent said they were more likely to remember an advertisement with a QR code.

New restaurant, TD's Tailgate Grill, which will open in February, is using their QR code in a very productive, interesting way. Also, their code will be more creative using their color schemes and mascot to show it off. It's branding at its best! Make sure you keep updated on my blog to hear . 

QR codes have changed the way people consume services and products. Imagine you see a poster of your favorite artist's upcoming concert. Usually you would have to look them up on your browser on your phone. But the QR codes work as paper-based hyperlinks that can lead you straight to their music videos, site for MP3 downloads, or even tour schedule to purchase tickets immediately! 

Like Internet ads, QR codes can help companies measure how many people are using the code and at what time. By having easily traceable analytics, companies can view results and know if their QR code campaign is successful. QR codes may not give the best immediate returns of investments, but they can tell a prospective buyer how cool and hip your company is! 

Experts say, QR codes are here to stay and will revolutionize the way companies market their products — as long as they reward consumers with content that is relevant to them. QR codes can be a powerful tool of marketing, if they are leveraged in a clever way!

Tammy :)

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