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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