marketing matters

Squaring Off with QR Codes

Alicia Isenberg

Quick Response barcodes, more commonly known as QR codes, are popping up everywhere, from business cards to movie posters to the labels on your favorite brand of yogurt.

In fact, Vancouver-based Mobio Identity Systems, Inc., reports that QR code utilization in the U.S. climbed 1,200 percent in the second half of 2010. And with the growing demand for smartphones—the Nielsen Company predicts that by the end of this year smartphones will overtake feature phones in the U.S. market—QR codes are set to be the next big trend in marketing.

Following is a rundown of what makes these blurry boxes work and how to make them work for you.

MOBILE CAMPAIGNS

Originally created in 1994 by Denso-Wave, a subsidiary of Toyota, QR codes are two-dimensional barcodes that can be scanned by smartphones using a QR reader app as a means of delivering information directly to consumers.

“The three things you have with you when you leave the house are your wallet, your keys, and your phone,” says Barbara Pellow, Group Director, InfoTrends, Inc., a leading worldwide market research and strategic consulting firm based in Weymouth, Mass. “Smartphone utilization has gone over the top, so it's become the right mechanism for communicating and getting people engaged.”

QR codes can be used to link customers to specific websites and videos, or to send them company background, special offers, or other information via text message. They can be adapted to work with your current marketing efforts or as a stand-alone campaign to promote your practice or products.

But an important thing to remember, says Pellow, is to use this new technology to engage the customer.

“A point-and-click code that links to a standard web-page has no value. You want to use the opportunity to engage in a dialogue and get the customer to opt into a much more interactive relationship.”

IN THE OFFICE

Pellow says QR code technology offers many opportunities for ECPs to connect with their patients inside and outside the dispensary.

Directions. QR codes with detailed directions can be added to business cards and appointment reminders.

Special Offers. Include QR codes in direct mailers and on pamphlets, posters, and other P.O.P that link to discounts for current and potential customers. A QR code sticker or decal containing an instant coupon in your front window can also attract passersby.

Additional info. Use QR codes in the lobby so patients can learn about the benefits of a new lens technology or service. Or create a virtual try-on link with your latest frame offerings so patients can get a head start on choosing a new style.

CODE GENERATORS

With sites such as Kaywa.com, iFlyMobi.com, Tappinn.com, and Scantag.com offering QR code services ranging from simple code generation to subscription-based, robust campaigns with tracking capabilities, choosing the correct route may seem like a daunting task.

“The code has to have good placement, needs to be scanned quickly and correctly, and needs to lead to the right destination,” says Bryan Yeager, senior consultant at InfoTrends, Inc., who suggests asking goal-oriented questions to help define your specific needs.

“Knowing what your goals are before looking into mobile 2D barcode services will go a long way in helping to narrow your search.”

Pellow agrees: “The big problem with many campaigns is that people get enamored with the technology and forget about direct marketing fundamentals. A QR code campaign is no different than any other type of marketing campaign in that you still have to have great creative, a good offer, and it has to be targeted to the right person.”

“At the end of the day,” says Pellow, “the two things that will be left standing are something that's printed and a mobile device,” says Pellow. “Your job is to figure out a way to make them work together.” EB

JUST “LIKE” US

Everyone wants to be “liked” on Facebook. Now QR codes are making it easier than ever for businesses to increase the number of fans on their pages. There are a number of code-generating web-sites that allow you to create a QR Code that, upon being scanned, will generate “likes” on your Facebook page. The QR code above was built on Likify.net, a site that allows you to generate a QR code and track the progress of your campaign for free. (Scan it to “like” EB!)