Tech Connect: Do QR codes fit into your marketing strategy?

I first heard of QR codes when I happened across an article about them.

“QR” means quick response - as in when the codes are scanned, they instantly provide information about a product or service.

This information could be in the form of a URL for a Web page or website, a video clip, text, picture, etc. Another way to use technology to provide marketing information to the potential customer.

The QR code is a funny looking object, usually a 1-by-1-inch square that contains codes to direct smartphones to information of various kinds. When the QR code is scanned using a scanner app, the information is downloaded immediately to the phone - that “quick response” thing.

QR codes are two dimensional, which means that they contain much more information than can be presented in a one-dimensional bar code. They were originally used in the auto industry to track parts. (As with so many other consumer technologies, they were used first, and now extensively, in Asia.)

As a bar code is limited to 20 digits and a QR code can contain up to 7089 characters, the QR code obviously has much more flexibility for displaying a message.

For a total business perspective, let's look at a big player that recently adopted QR codes for all its stores based on good business reasons: Best Buy.

If you have shopped at Best Buy, you are familiar with their product cards that give you basic information about the product on display as well as the current price. These cards were changed up to twice per month because of price changes.

This resulted in printing more than one-half billion cards per year across its stores. The cost of the store labor alone was more than $300 million per year.

By using a QR code for the product, and centrally managing the price, the cards do not need to be replaced because of price changes. Scan the QR code and you will get the most recent price.

In addition, you will get far more information about the displayed products than would ever be printed on its cards.

Another example is the use of QR codes by real estate agents. A QR code can be used on printed literature for a listing, giving detailed information on the house and the most current selling price.

If the price changes, you don't have to change the literature - just change the landing page. Of course, stickers can be used on the yard signs in the same way.

The QR codes also can be used to present a video clip giving a visual tour of the house.

Other commercial uses are to put QR codes on signs in store windows offering special deals, coupons or other promotions.

Codes used on fliers and the backs of T-shirts also have been successful, especially for promotions targeted at young people.

My first reaction to all this was, “Yeah, but not everybody uses smartphones.”

Best Buy found, however, that a majority of consumers already use their phones while shopping. They are familiar with bar code scanners to help them.

I personally have used bar code scanners frequently to check local prices. QR codes can just be thought of as a bar code on steroids - you can now instantly find out about product features while standing in front of the display.

You will still have to use a separate app for price comparisons.

Another commercial use is printing your QR code on fliers, business cards, banners, etc. Whatever medium you choose, it is important to ask a few important questions, and those questions must go back to your marketing plan.

•  Is the use of QR codes consistent with your marketing plan?
•  What do you want your target audience to do? Call to action? Inform?
•  Will the message related to your QR code display properly on most phones? If not, then what?
•  Are you prepared to react to inquiries? How? Who? When?

There are many technical questions that need to be answered as well as the marketing ones. If you are interested in this “new” marketing tool, I strongly suggest you find an experienced professional who will walk you through the decisions that need to be made.

Don't succumb to the temptation to use a free online QR code generator and do it yourself. Chances are good that you will make mistakes and damage your marketing campaign.