1st in the on-going series “QR Codes”
We get to our respective offices and manually transfer the information into our computer’s database. Never mind that it’s printed in such a small type that we can barely read it (an old bugaboo of mine).
Sounds like what we do all the time, doesn’t it?
Now, instead of a card case, imagine that we each whip out our smartphone and open a QR reading app that takes a picture of the other’s QR code. And that’s all we do to exchange not only basic contact information, but a video message, examples of each other’s work, links to our web sites, description of our services, etc., etc.
It’s not science fiction. That capability exists right now, and is just one example of what QR codes can do. But it’s not the only information that can be shared with QR codes.
How else is it being used?
In addition to the business card application that I just described, imagine bringing home a package of spaghetti from the supermarket and you use your smartphone to read the QR code that’s on the side of the box to get dozens of recipes for how to use that spaghetti.
Another example, Sunbrella, maker of wonderful fabrics for outdoor and now indoor use, just published this ad in Architectural Digest. Note the QR code on the bottom: It links to a page filled with useful information about their products and makes their print ad truly interactive.
 |
| Sunbrella's ad in Architectural Digest |
Another example, Sunbrella, maker of wonderful fabrics for outdoor and now indoor use, just published this ad in Architectural Digest. Note the QR code on the bottom: It links to a page filled with useful information about their products and makes their print ad truly interactive.
What exactly is a QR code?
“QR” stands for “quick response.” It’s two-dimensional code readable by dedicated QR readers and apps on our smartphones. This capability was developed in Japan by the auto parts manufacturing industry in the mid 1990’s, and is slowly being adopted for other functions like those described above.
How do we get the QR reader app?
Each smartphone app store has several to choose from. Yes, it’s that simple. Just download it and you’re done.
How do we create a QR code?
This too is really simple. Several companies offer this service and a Google search for “QR generators” brings up the best of them on the first couple of pages. As of this writing, my favorite is zxing, but this web site, 2nd code, has an index and description of about a dozen QR generators.
The future of QR codes
The ability to track your QR code is in the first stages for everyday users like you and me, though obviously, since this was the original purpose of QR codes, this capability has been around for years. Today, about 20% of the Fortune 50 are using them to extend marketing information as described in the spaghetti example.
Like bar codes that we take for granted when we go to the supermarket, department store, or see used in many other inventory tracking applications in business, it will take a while for QR codes to become part of the fabric of our every day lives. But since the technology is so readily available, I doubt that it will take as long to accept as bar codes did because we’re already seeing QR codes in magazine ads, on the side of product packaging, and printed on labels attached to all sorts of products.
If you want an example of how to use QR codes for your own business card function, download an app to your smartphone and use it to read the QR code shown at the top of this story. Or, you can click HERE and see what you would have seen if you had a QR reader. Cool, huh!
UPDATE - May 4, 2011
Here's a new article that I wrote, the next in the series, "Using QR codes In Your Business."
UPDATE - April 18, 2011
Here are free apps that you can download for your smartphone to read QR codes. "There's An App For That - QR Code Readers for Your Smartphone"
UPDATE - April 14, 2011
To read an article that I wrote for Technorati about how companies are using QR Code, please click here.
To read an article that I wrote for Technorati about how companies are using QR Code, please click here.
This information is for guideline purposes.
Images courtesy of benchfly.com, plaistow.com, and Sunbrella
Copyright © The B. Hammil Company, 2011
Copyright © The B. Hammil Company, 2011
Our team had been monitoring QR code technology for a while and as it began popping up more and more we decided it was time to act. And instead of testing the waters, we dove all the way in. All our ads for 2011 should feature unique QR codes.
ReplyDeleteFrom the consumer side the QR code provides an easy way for us to provide additional content-relevant information. This can be done by including a URL in the ad (we do that too), but everyone is not sitting at their computer when they’re reading a magazine and therefore may not remember it later (most people keep their smart phones handy).
For us, it provides a mechanism of tracking ad effectiveness. By effectiveness, we mean who actually acted on the ad. If someone scans the QR code, we will know it and since we use unique QR codes per publication/ad, we know from which publication/ad it was scanned.
Side note: For consumers, we have no way to identify who you are. We only know that someone, somewhere scanned the code at a certain time of day.
Is this the best way to evaluate ad effectiveness? Absolutely not. The number of consumers who understand QR codes is still too small a sample set. Could it be in the future? Possibly.
Is this a whim or a passing fad? Again, that is a possibility, but at this time QR code usage continues to grow and we’ll continue to expand our use of it.