QR codes have gone from being occasional to ubiquitous.
1. Do your research. Start with the Sunday newspaper. Check out the entertainment section and the auto section. Both of these areas are early adopters.
2. Check out how QR codes are being used in your industry. Look at trade magazines. See what is being done at trade shows.
3. Make a list of the QR codes that you like. For the most part, your customers and prospects will like the same kind of deployments that you like.
4. Think twice about what you link to. Make sure the link is smartphone friendly. Don’t link to the home page of your website, unless you have one that has been designed to look OK on a smartphone. If you are a heavy user, consider a set of pages designed for mobile viewing.
5. Linking to Facebook can work, but let QR code snapper know where you are sending them. People like to know that they are going to have to logon or register, when they snap the code.
6. While not essential, consider putting some guidance text next to the code. “Click here to watch a preview video” or “like us on Facebook and receive $10 off on your next order”.
Lastly, try a number of deployments. Learn what is most successful.
About a year ago, I was designing a combined website and brochure strategy. We decided to put QR codes on the brochures, but it did not seem to make sense to put them on the website. One of the developers commented, why a QR code when you can just put in a link. ‘
Recently, we have been designing a new site for the Illinois Science + Technology Park. As we developed the “Getting to the Park” page, the idea of providing QR codes to provide key links that you would want to store on your smartphone came together.
We realized that if we put the qr code on the site, you could scan it, then, have that on your phone when you arrive. So, we have a code for a map to the park. Then also for those who are taking public transportation, a qr code link to the CTA schedule.
I was walking by Presidential Towers in Downtown Chicago a couple of weeks ago. I saw a QR code sitting in the window. Scanned the code and was directed to this site.
I did a presentation last night. Talked quite a bit about QR codes. One of the attendees sent me a note about the risks of using QR codes.
Essentially, the risks of scanning a QR code is similar to that of getting an email link. If you are not sure about the scan result, think twice before you click on it. Just like email you can get a virus, malware, etc.
While QR codes can be a great convenience, be vigilant as to the risks.
QR codes are becoming more popular. You can see them everywhere. They are in magazines, newspapers, billboards, we even saw them on an ice cream “give away” trailer. So, how big should your code be? It depends on how the viewer is going to access the code. If you are doing a simple paper code, in print or on a business card, it can be as small as 2 cm square. That’s about three quarters of an inch. Obviously, if you are putting your code on a door or a trailer, it should be bigger.
Once you get the code, try it out. Test the code in various lighting scenarios. Think about the conditions that your viewer will be accessing the code.
Next, look at what you are linking to! Are you linking to a site with flash? iPhone users will not be able to see it. If you are linking to your regular website, how mobile friendly is your home page? Consider creating at least a mobile friendly landing page. We like to link to YouTube videos because they work and tell a story.
If possible, try your QR code link on different smartphones. A website will look different in different browsers.
Lastly, how will this link integrate into your total customer acquisition plan. After accessing the site, what do you want your viewer to do.
For examples of QR codes, please check out other blog postings in this blog, or our home page
I did a series of workshops for MB Financial Bank over the last few weeks. In the workshop, QR codes are discussed. It was interesting that over a two week period, more attendees asked questions about QR codes.
Our suggestion is to learn about what they are, and think about how you can link your e-Content to your print content. Download the readers, and check out codes that are available to you. If you are not sure where to find QR codes to scan, go to the auto section of the Sunday newspaper.
Lastly, a short Motorola story. Back in the mid 1990′s, I approached one of the marketing communications people . I wanted to add URL’s to the brochures that we were printing. The marcom person said “what a great idea! however, we really don’t have room for a URL on the brochure. It is hard enough finding space for a phone number” Then she continued, “none of our customers are really going to dial up on the internet and use it to find out about our products, they really just prefer to call us.”
Most businesses are looking to lower their cost of selling, or expand their reach. How are you different from your competition? Yes, everyone does not have a smartphone, but how about your target customer?
More information on QR codes is available from other postings in this blog.
When I see a QR code I test it out. Here are some observations
Test out your link. A number of problems that I have seen: First, make sure that you create a link that goes to a URL, not just record a URL. It is not much value to you to a URL with a YouTube link, as opposed to going to the video. I also got a business card with a URL that went to the text of an email address. However the email address was “bob@” and did not have the rest of the email address on it.
Another QR code had a link to the video, but when I hit the button to play the video, I got an error “Cannot load QR Code Error: Plug-in handled load” Not sure what that means, but did not work.
Understand what it links to: An interesting link was posted up by Abt Electronics. They grabbed a QR code from a company called Thermador. When I hit the link, it asked me if I wanted to use my location to go to a dealer locator. When I said yes, it directed me to the closest dealer who was not Abt.
QR codes can work well, but only if you integrate it into you total customer acquisition plan.
Last week, I attended the Drupal Convention in Chicago http://www.drupalcon.org . We at e-Conversation Solutions are building a website for a major real estate company that requires a robust content management system, in addition to our video / question and answer solutions. DrupalCon attracted a set of attendees who are pretty internet savvy. Here is some of the ways that QR codes were used.
The Good
** The registration badge had a QR code that listed your contact information. I would have actually preferred a link to my website, but this is OK
** Northpoint Solutions had a mobile friendly link that guided you to their website, or a map to their booth
The not so good
** One company had a link that just gave you their website, but did not link you to it
** Another company linked to a page in their website, but the website was really hard to read on a smartphone. I guess if I had an iPad, it would have been OK.
** A third company linked to a letter about a scavenger hunt contest that they were having. Good idea, but it was still hard to read.
If you are going to use a QR code to link your print to your e-content, here are a few suggestions.
** After you create the code, and before you paste it on your paper, scan it and look at it on your smartphone. Can you read it, and understand it in under 10 seconds? I should not have to scroll to at least have an idea as to what you are communicating. Ask your colleague to look at it, and see if it works from their perspective.
** Think about a link to a website that is optimized for a smartphone…. At least to start
** A link to a video, engages people immediately.
Before you start using QR codes, download a reader and scan ones that are out there. Make a list of what works for you. Your viewers are likely to prefer the kind of links you prefer to watch.
This came in from one of the SCORE counselors. SCORE Chicago recently added QR codes to their new brochure
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I was just testing the QR codes on the SCORE brochure. I used Google Shopper on an android phone ( HTC G2 with Google from T Mobile) because it came pre-loaded and because I used it with other barcodes successfully. None of the codes worked. Alarmed, I tried another app, QR Droid. All the codes worked. Also, using QR Droid, I was able to scan codes directly from my monitor without printing — just as you’d expect.
Although I don’t know exactly why this is. I think it’s because Shopper assumes the code is a product code and not a URL. (pretty correct) I’m not sure of that. Nevertheless, it’s clear that the problem is the software, not the printing. The moral of the story is, we have to be a little careful before we tell folks it works on any (most) smartphone: it does, but not with any software.
Here are a few tips to help maximize the use of your trade show experience in 2011.
First, as electronic as we get, we still use print to share information. Think about adding a QR code to your business card. Then linking that QR code to a video or video rich web experience. When your prospect gets back to the hotel, whose card is going to get looked at first?
Also, if you are going to have brochures or advertise in a show magazine, think about integrating QR codes into the presentation. Here is an example of a QR code used by Costco in one of their magazines.
Second, if you are doing a presentation, put a QR link or video into your presentation.
Third, make a name tag that your booth visitors can scan.
Fourth, capture your show experience on video. Think about the questions and answers that come up at the show. How you create an experience that lives on after the trade show. Something that you can use as a second touch with prospects and customers, or for those who could not make it. Link that video back to a QR code you distributed at the show. Here is a clip we did with Honeywell.
When using QR codes, it is important to plan what you are linking to. Make sure your link is smartphone friendly Additionally, if you have the space, suggest to the reader ways to download readers etc.
