QR codes were designed in 1994 by Denso Wave, a Toyota subsidiary. Used first in Japan and then Europe, they have been showing up in U.S. national magazines for at least five years. While the mid-west is slow to implement, QR codes have been discussed by early adopters like me in unique circles around Indy for at least one year. Yet, convincing business owners to use them has been more difficult. Yet, every day they become more and more common.
For those of you that don’t know, QR stands for “quick response,” offering consumers the chance to interact with a brand by scanning the code via smart-phones to be driven to the company’s website without needing to type the site url. Lately they are on all forms of marketing materials—book pages, business cards, cereal boxes, menus, movie posters, post cards, newsletters, shop windows even on product packages, window clings, etc. Gaining more and more acceptance, means you want to be amongst the first to use them than the last.
Usage data has of course begun to be tracked by well known tech research teams. A recent comScore survey found that only 6.2 percent of mobile users scan QR codes. comScore research found the average QR code scanner is affluent (with 33% earning incomes more than $100,000/year). Data also suggests that consumers in the 25-34 age demographic are 2x as likely to utilize them for fast fact finding. We also know that men are more likely to scan than women.
QR code generators on the market can be found via Kaywa, Nokia Mobile Codes, QR Stuff, & Zxing brands. Most codes can be created by visiting the related sites, typing in the url address and pushing the create ugly code button. The sites usually spit back a .jpg or .png for your usage.
Marketing wise, three Simple Strategies to using them Correctly are:
1. Used like a paper decoder ring, connect the code to valuable unique content such as discounts or a report of video of industry secrets specific to your target market. Use a short code & test it on multiple phones &/or readers & make the results track-able.
2. Communicate what the benefits are to the user via a short & snazzy call to action. As not everyone is high-tech, offer a low-tech way to access the same quality content such as sharing the direct web link underneath.
3. Explain how to use the ugly code and suggest some reliable free smart phone applications that people can use.
Should you have any more questions or should you like to design some unique marketing materials with QR code, please call me.
