QR Codes
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The document discusses QR codes, which are two-dimensional codes that allow users to access a variety of information via mobile devices, and highlights their growing popularity due to smartphone usage. It explains how QR codes can be generated and utilized in marketing to enhance customer engagement and measure response rates effectively. The use of QR codes is free and offers limitless potential for businesses to connect with consumers through innovative applications.
QR Codes
- 1. QR Codes Are you leveraging a new way to communicate? White paper | April 2011
- 2. Shikatani Lacroix is a leading branding and design firm located in Toronto, Canada. The company wins commissions from all around the world, across CPG, retail and service industries, helping clients achieve success within their operating markets. It does this by enabling its clients’ brands to better connect with consumers through a variety of core services including corporate identity, naming and communication, brand experience, packaging, retail, wayfinding and product design. About the Author Diane Mullane, Senior Account Director Diane Mullane is the Senior Account Director at Shikatani Lacroix. Diane provides the senior leadership required to ensure that clients receive the highest level of account service, project management and strategic insight. Diane’s career spans 22 years working with the industry’s pre- eminent brands, as well as retail leaders in private label development. She has expertise in both graphic standards practices and account management applied to various disciplines such as packaging, corporate and brand identity programs. Diane began her career as a graphic designer for Canadian Tire, then moved into account management for Interbrand Design Associates and Watt International, among others. Diane holds an Associate degree from the Ontario College of Art and Design. White paper | April 2011 | QR Codes | 1
- 3. What are QR Codes and how can you take advantage of this technology? QR codes, or quick response codes, are two-dimensional codes that direct users to sites where they can read data and media available through the code. Decoding software on camera phones interprets the codes that can be found on product labels, billboards, and buildings inviting passersby to pull out their mobile phones and uncover the encoded information. QR codes and other two-dimensional codes are expected to achieve widespread use this year – and for good reason. Consumers want immediate access to what’s relevant and QR codes are being used to make that possible. If you’re not yet familiar with QR codes, they’re similar to the barcodes used by retailers to track inventory and price products at point of sale. The key difference between the two is the amount of data they can hold or share. Bar codes can only hold up to 20 numerical digits, whereas QR codes are two-dimensional and can hold thousands of alphanumeric characters of information. White paper | April 2011 | QR Codes | 2
- 4. Although this technology has been around for over 20 years, initially making a big splash in Japan in the mid-1990s, it is only since the introduction of smart phones featuring cameras that its usage has grown. Some interesting statistics: • There has been a 1200% increase in scanning from July to December 2010 • 57% of Facebook and Twitter users said they have scanned a mobile bar code at least once in the past year • Apple (68%), Android (26%) and Blackberry (4%) QR usage rates by platform • Starbucks is starting to use QR codes for payment How does it work? Data can be translated into a QR code by any QR generator, many of which are available for free online. Users enter the data to be translated and the generator produces the code, which can then be displayed electronically or in printed format. Any mobile camera phone that has a QR reader can decode the information. QR readers for camera phones are also available for free online. Once the software is loaded, a user points the cell phone camera at the code and scans it. The software interprets the code and the cell phone will either display the text or ask to launch a browser to display the specific web page. White paper | April 2011 | QR Codes | 3
- 5. QR codes containing information can appear on packaging, magazines, signs, buses, business cards, or just about anywhere users might need information. This opens up a wide range of possibilities for marketers to connect with their customers and share pertinent information regarding their product. QR codes give marketers the ability to measure response rates with a high degree of precision, allowing for easier ROI (return on investment) calculation, thus helping justify spending on marketing budgets. Potential uses for QR codes: • Additional, detailed nutritional information • Recipes • Valuable coupons and special offers • Information on the product usage, benefits • Link to specific blog posts or Facebook page • Customer feedback forms • Brochures and other marketing materials • Sides of trucks and trailers • Product tags and packaging • Restaurant menus • Event ticket stubs • Point-of-sale receipts • In-store displays • Translate information into customer’s native language • Business cards • Contests • Websites • Email marketing White paper | April 2011 | QR Codes | 4
- 6. No license required The use of QR codes is free of any license. The QR code is clearly defined and published as an ISO standard. QR is a registered trademark of Denso Wave, a subsidiary of Toyota. Denso Wave has elected not to exercise its patent rights of QR codes and that has encouraged their widespread use. The potential for QR Codes is limitless. What’s most exciting is how they take what social media is doing well – bringing people together with technology – and extending it to enhance the experience, (www.socialmedia.com). The next generation of barcodes could hold even more information - making an Internet connection unnecessary. The content could all be successfully embedded in the code. White paper | April 2011 | QR Codes | 5
- 7. Reference materials QR codes http://en.wikipedia.org/wiki/QR_code Educause Learning Initiative http://www.educause.edu/ELI/ 7ThingsYouShouldKnowAboutQRCod/163728 Power Creative, Digital Marketing http://www.powercreative.com/blogs/digital-marketing/7- things-you-need-know-about-qr-codes Search engine land http://searchengineland.com/what-is-a-qr-code-and-why- do-you-need-one-27588 Social Media Examiner http://www.socialmediaexaminer.com/how-qr-codes-can- grow-your-business For more information, contact: Jean-Pierre Lacroix, President Shikatani Lacroix 387 Richmond Street East Toronto, Ontario M5A 1P6 Telephone: 416-367-1999 Email: jplacroix@sld.com White paper | April 2011 | QR Codes | 6