This week we had a very intriguing conversation about QR codes. A QR code? What’s one of those? Take a look at this picture.
This, my friends is a QR code. You’ve probably seen them before, you just didn’t know they were called QR codes. They’ve been in use in Japan for years. They’re like barcodes but are now being used for a different reason – notably in collaboration with Smartphones.
Now, add a smart phone and an app that can scan QR codes together and you have an interesting opportunity. Point your camera phone at the QR code using the app and it reveals some content. Now for the fun part. The content is completely customisable by you.
So, Mamas and Papas, for instance, are using the codes on their print ads to point you to the landing page they want you to hit when you scan it. Why not just give them a URL, I hear you ask? Well, that involves a little work and, let’s be honest, we’re all getting ever lazier. Furthermore we all expect instant gratification. The bar code delivers that.
By now the marketers among us are beginning to dream likely uses for the QR code. We can’t really use it as the marketing tactic for a given message because it’s already been done. But if we start to think about user behaviour and how users want to access information it becomes something altogether different.
Here are some simple applications of the QR code
- Business cards – point them at your Linkedin profile
- Traditional print ads – nice if you’re trying to engage Smartphone users who might see your ad, say on the train or tube
- In store – is there any reason why you couldn’t have QR codes on all consumer products thus allowing you easy access to the brand’s site for more information on the product? Could that experience be deepened beyond what a brand communicate on a pack?
- Not-for-profits – QR codes could be printed on t-shirts or any other printable medium to push a certain message using Smartphone
But here comes the next challenge. There are obvious B2B examples for practical uses for the QR code. But how can developers attract the consumer market? Beyond the novelty factor, that is. Shortly all and sundry will be messing about with QR codes. Or will they? See we straw polled some people. Among them were doctors, admin assistants and IT professionals. And not one of them could dream up a use for them. Never mind a creative use for them.
The best we can come up with is some sort of affiliate scheme. Think of it like Gravatar but with QR codes. You pick a daily deal (ala Groupon) and whore it round your networks. But why do that if you can just click on a link. Good question – thekey to all this is mobile. Which leaves us with a bit of a problem. Why would your average Facebook user with no business interest want to barcode themselves?
We’re all ears if you have a theory or idea. Share your thoughts here!
Uses for QR Codes: Put them on the ‘closed’ part of a shop’s sign or in the window – so that when they are …errr …. closed, you can look at their stock catalog, special offers, videos etc – interact with them by leaving a ‘contact me’ request etc and when they are open – you can scan it for a discount code on selected items inside – displayed on the phone handset.
Would make it more interesting for tourists walking around cities after dark – window shopping takes on a new dimension!
I am at a loss to think of a useful application online as a link is quicker and more accessible than a graphic that needs to be scanned.
What about at a conference if all the presenters had a QR code on their notes or the wall plate outside the room in which they are presenting? Delegates could scan the code and it would take them to an online version of the presentation or additional resources, sales pages, etc linked to the presentation.
Just a thought … Michael