QR Codes – A Technology in Search of an Application?

A couple of weeks ago, I asked my 23-year-old daughter and her friends if they had ever scanned a QR code? The answer was a unanimous no, with a few of them asking me what a QR code is.

If you don’t know, QR codes are those ever-ubiquitous little squares that are appearing on anything and everything. Scan it with your smartphone, and it will quickly (the Q after all does stand for quick; the R for response) take you to a Web page.

QR codes are appearing on print ads, business cards, billboards, trade show displays, etc. They also show up online, although why people would put a QR code online and make you scan it with a smartphone when they could just give you the link is lost on me.

Research would tell you:

14 million people in the U.S. have scanned a QR code (do you believe that? I don’t)

• 60.5% of the people who scan QR codes are men. Or, depending on the research, 68% are women There is agreement that people who scan QR codes are younger and more affluent, but that is not exactly an earthshaking revelation.

I get the sense that QR codes are yet another technology in search of an application. Yes, we do put QR codes on client materials. And I think they make sense if done right. So here are some thoughts.

1. The QR code should take you to a compelling page. For example:
1. A performing arts client of ours directs the QR code to a clip of them performing
2. A healthcare client directs the code to a worksheet where potential clients input some information, and then estimates how much they can reduce their costs
3. A White Paper that demonstrates credibility
4. An order form, so they can buy on the spot

2. Include a call to action with the QR code that clearly explains the benefit of scanning it. For example: “Scan the QR code to calculate how much money we can save you.”

3. Be creative with how you use QR codes. A recent NY Times article had these examples:

1. A fashion designer put QR codes on gowns being worn by models at a fashion show.
2. Tiffany put QR codes on a cookie

4. Remember, your “landing page” will be viewed on a mobile phone. So make sure the page is mobile compatible.

Have you used QR codes? What is your experience?