2D codes, or QR Codes, as they are becoming more commonly known, are two dimensional barcodes that are easily generated through a variety of web services and can be scanned with a barcode reader on a smartphone to take the user to a web page. 2D is the general category, but there are many kinds. Among them are Microsoft Tag, Datamatrix, EZ Code, QR Code, and others. Calling them all QR Codes is like calling a bandage a Band-Aid or a tissue a Kleenex.
Most people have probably seen them, but many still don't know what they are. Marketers are finding ever-greater ways to incorporate them into marketing by making it easier for a user to reach a particular page online. Let's face it, it's easier to scan a code than type a URL, so let's review some of the practical applications for QR Codes.
- Add one to your business card. Think about how many cards are handed out at events and tradeshows for example. If yours contains a QR Code, later on, when the user scans it, you might have an advantage over the rest of the business card stack when the contact lands at your LinkedIn profile, and sees your photo and complete skill set.
- On printed product literature. Think about the added convenience when you make it easy for a potential customer get more information and/or place an order.
- Make it worthwhile. Entice the user to scan the code for a special message, information, video, or giveaway.
- Within webinars or presentations. Use them for a little something extra that isn't accessible to non-atendees.
- On t-shirts. My first experience with QR codes was a couple years ago at PodCamp Western MA. The code on the t-shirt given to all attendees lead us to a webpage where people uploaded all their media following the event, including videos, photos, and blog posts.
- In ads. This is a great, easy way to get prospects to a particular web page from within a print ad. I've seen them on billboards too, but I wouldn't encourage you to do something that entices drivers to take their attention off their primary responsibility.
- In a retail store. How great would it be to be able to go to an instant coupon while you're in a store? That's so much easier than clipping coupons and remembering to bring them with you.
- For events. A QR Code can send potential attendees right to the EventBrite sign up page or a place where they can get more information.
- For reservations. A hot, new application at 2011 SXSW makes it possible to users to scan a QR code to save their place on a restaurant waiting list.
- For instructions. Think about how much greener it would be for people to read, for example, instructions for something they purchased by simply scanning a QR code on the product packaging rather than having to print and insert instructions within the packaging.
One very important factor however; if you plan to use a QR Code in your marketing, make sure that the landing page is optimized for mobile use. Little will frustrate your users more than a busy page with lots of unnessary images.

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August is a great time to get away for awhile and go down to the “‘ole fishin’ hole.” And as we all know, fishermen can certainly come home with some very interesting stories. Have you heard the one about the motorist who, traveling within a group of fast moving traffic on the highway, was pulled over by a police officer? When notified that he was speeding, he asked the officer, why he was singled out of at least a dozen other vehicles all traveling at the same speed. The officer asked, “Ever go fishing?” The motorist responded “Yes”. The officer then asked, “Ever catch them all?” - Doh! That’s an eye-opening lesson for all of us who are sometimes lulled into thinking there is safety in numbers. That officer could spend his entire day using that technique and rack up quite a few in his net because he knows exactly how to catch what he’s looking for. Recently, while relaxing on my boat I was watching bass fishermen participating in a fishing tournament. These guys are real pros. They are armed to the teeth with the latest and greatest tools of their trade – hi-tech boats, rods & reels, lures, bait, fish-finder scanners, anti-glare sunglasses, GPS maps and location markers. While watching them and appreciating the things they were doing, it became very clear to me that these guys can teach us a lot about marketing. After all, like any marketer, before they can catch any fish - they have to first attract them. Fishermen (and fisherwomen) realize their job is to know their customers’ every want and desire so they can offer it right back to them. With fish as their customers, they have to understand where to find them and what they like to eat. They must know where they like to hang out at different times of the day – under fallen trees in the shade, in the shallows under the lily-pads or deep, next to a steep drop off. And, they have to know their food preferences - what they like, when they like it and how they prefer to be served. Lastly, to win, these tournament fishermen have to develop their individual techniques to a degree where they know not only where to find the fish and what attracts them, but how to catch and reel them in and how to land them in the boat better than all of their competitors that day. Marketing is exactly that. You’ve got to understand the kind of client you want to attract and do your research to understand who they are and what they want - where they hang out - what publications or media they frequent - what you’re going to offer that will attract them, and what is the best way to reel them in while building their confidence so that they like and trust you. Therefore, the next time you’re thinking about going fishin’ for more clients, remember this, you can’t just stick any ‘ole ad in the newspaper and expect to pull in a whopper. Otherwise, all your stories will be about the big ones that got away. By: 