By now, we’ve all seen the little square bar codes known as QR (Quick
Response) Codes. Whether it’s in a magazine, a poster, on a bus or a
newspaper ad, they are becoming much more visible. But do you know what
they are, how they’re used and how they can benefit both businesses and
consumers?
Invented all the way back in 1994, they were originally used to track
vehicles during the assembly process. Today, thanks to the internet,
these codes can open up an astounding array of possibilities. All you
need is your smart phone and a QR Reader (Apps are Free!) to enjoy this
new world of content.
For businesses, a QR Code can link a consumer to the company’s mobile
web site, a YouTube product demo or informational video, an online user
manual, coupons, monthly specials, contact information and so much
more. Even individuals can use QR codes to link to their Facebook and
Twitter accounts or for a high tech resume. The options are limited only
by your imagination. The Dutch Mint even put a QR Code on a coin in
2011 that connects to their web site.
The great thing about these little QRs is that they don’t interfere
with your current marketing… they enhance it. A QR Code can be as small
as 1/4″ or as big as the side of a building. The important thing about
them though is where it takes your potential customer. The content on
the other end of that scan has to be compelling and fit the screen of a
smart phone.
Did you know that currently, there are over 6 Billion mobile phone
subscriptions in the world today and by the end of 2013 there will be
more subscriptions than there are people on the planet?… 7 Billion!
Peoples’ lives are now on their smart phone. The best way to connect to
them is through the use of this great technology.
While QR Codes offer tremendous opportunities, they can also be used
incorrectly. A QR Code that connects to a non-mobile optimized site is a
frustrating experience. Smart phone screens are 3-4″ diagonally
compared to a laptop or desktop computer monitor at 15-24.” A regular
web site on a phone requires lots of pinching and zooming and the
buttons are too small for my big fingers! Always consider the end use
when linking your QR Code.
As Bob Dylan said so many years ago… “The Times They Are A Changin?.”
Today though, that change comes at a much faster pace. Consider this
startling statistic from Google; “Every piece of content created from
the beginning of mankind until the year 2003 is now being replicated
every 48 hours!” That’s every cave drawing, piece of written word,
music, photograph, etc. created over many thousands of years being
recreated in volume every 2 days. Talk about information overload. It’s
amazing that something as small as a QR Code can link you directly to an
entire online encyclopedia, or a complete concert or movie.
Today, even with all this technology, we’re actually going backwards
in terms of business/customer relationships to a more intimate time.
Like when you walked into the butchers’ shop and he started cutting your
favorite piece of meat without you saying a word or the milkman knowing
to leave you 2 quarts on Friday. Everyone is sharing information these
days… some probably too much. As a business owner, you should really get
to know your best customers. Follow them on Facebook and Twitter. Find
out what they’re up to, what they’re thinking, what gets them excited
and then the next time you see them, you can connect with them on a
whole new level that brings them even closer and creates more loyalty to
your brand.
I understand all this technology scares many people. Hopefully this
introductory article will open your eyes as to what’s possible these
days and ease some of that tension. As businesses, we have to be engaged
with our customers on this more “personal” level and continually share
information. As consumers, you have no reason not to make an informed
buying decision. Virtually all the information in the world is in your
hands now! Use it.
Edward Deso
