QR Codes: Quickest Route from Print to the Web
Imagine that you are standing at your local retailer trying to decide which DVD you want to buy. Instead of reading the limited movie synopsis on the package, you take out your iPhone, snap a photo of the QR (Quick Response) code that's embedded on the package and within seconds you are watching a trailer of the movie right on your phone and perhaps downloading a money- saving coupon which can be scanned at the register. According to Rob Nawfel, president of Ironwood Lithographers, a Consolidated Graphics, Inc. company, "QR codes are not new; they have been widely used in Europe and Asia for years, but have become really popular over the past 4 to 6 months in the U. S. They can be placed on any type of printed material, without additional cost to the printing process. If you are not currently utilizing QR codes in your printed marketing materials, you are missing a great marketing opportunity for your customers to have an interactive experience with your company."
Created in Japan in 1994 and now wildly popular in both Asia and Europe, these two-dimensional bar codes are creating a buzz as they begin appearing in the U. S. in magazine ads, direct mail, in-store graphics, signage, packaging and business cards—anywhere where additional information is required. The codes can be decoded by most camera-equipped mobile phones with a free downloadable application, thereby offering a direct link from print to the Web.
QR codes can be created for one-off use with a variety of free QR code generators or specific software that can create personalized QR codes and landing pages. Everywhere you turn is a place to put a QR code, an opportunity to reach out to customers.
QR codes can be printed on packages, posters, magazines and even t-shirts. When captured with a smart phone camera, in a Blackberry or an iPhone equipped with a QR code reader, it can trigger an event. You can shoot a QR code on a poster, and it can show you a map and give directions to the nearest store. When added to a business card, it can add that person's information to the phone's contact list.
The obvious benefit of QR codes is that they can create a link to a sizeable amount of information—whether it's a landing page, a YouTube video or a V-card. "Customers can benefit from QR codes by linking to a landing page to gather more information about the user and allowing the user to 'opt in' to participate further in that communication. Keep in mind that links should connect to mobile-friendly web pages—and the information must be concise for the mobile user. As new technology for smart phones continues to evolve, the potential for QR codes and what you can do with them is going to be limitless, " adds Nawfel.