Last week we had the pleasure of hosting Bradford Roberts from MixMobi as our guest speaker for our monthly lunch and learn series. He spoke on “More from QR – Driving Engagement and Lead Generation”.
These symbols are popping up everywhere—on newspapers, cereal boxes and even billboards. These black and white scannable squares are known as QR codes which stands for “quick response”.
Why use QR codes
QR codes are used to engage consumers with a product, service or idea. Alike with any mobile initiative, QR code-based campaigns are fueled by encouraging the consumer to interact or respond. There is a wide range of benefits, but above all QR codes enlist the consumer in a targeted and trackable database that is then used by the vendor to send mobile promotions, business updates and other relevant messaging.
QR codes and retail
As the mobile commerce world explodes, retailers are taking advantage of opportunities that QR codes can provide.
Best Buy incorporates QR codes into their retail stores by attaching them to product tags. Scanning them allows consumers to view more information about an item beyond the dimensions of a product tag.
Other retail stores, such as Target and Sears, have adopted QR codes to help provide customers with a more interactive experience by embedding them in their weekly circulars, catalogs and other advertisements.
Macy’s has utilized QR codes to provide shoppers with fashion tips and product information. You can even pay for your latte with Starbucks Card Mobile iphone app.
Companies looking for ways to extend their print pieces may find QR codes to be the right solution.
“Cool” QR code-driven campaigns
QR codes have been around since the 1990’s, so the concept is far from new. It is the increase in smartphones and users that has allowed an old technology to be used in new ways.
Central Park in New York City created a unique and creative experience through the use of QR codes.
World Park was a mobile interactive experience that incorporated 15 “Parkcodes” into the Central Park vicinity to engage a new generation of visitors. Each code represented a category of trivia relevant to the park allowing smartphone users to capture one of the following categories: history, trivia, pop-culture and music, science and geology paired with an answer. This campaign was one of the largest QR-code driven campaigns in 2010 with 1,500 participants and over 50 codes scanned within the park.
Bradford also shared local examples of QR code campaigns. One notable campaign MixMobi worked on was for the Minneapolis restaurant Chino Latino, featuring a billboard with a giant QR code. Guests at Chino were also privy to special offers inside the restaurant as QR codes were placed in bathrooms and other select locations, which led to further offerings such as free drinks.
QR codes and real estate
QR codes are becoming a conventional product for businesses. Companies are using them as a vehicle to drive unique and innovative engagement with their customers.
Real estate firms have started posting QR codes alongside for-sale signs in front of listed homes. When scanned, the user is linked directly to the property, populating details about the home and a virtual tour.
New York City’s Mayor Michael R. Bloomberg announced the use of QR codes on building permits, to provide easy access to information related to buildings and construction sites throughout the city.
Minnesota has already integrated QR codes into real estate. One local example, the Calhoun Beach Club (picture), has showcased a quick response code outside their apartment buildings to allow interested parties a direct link to their property management site. Once users scan the code they are sent to a site providing information on available property, applications, policies, contact information and more.
New York City’s Mayor Michael R. Bloomberg announced the use of QR codes on building permits, to provide easy access to information related to buildings and construction sites throughout the city.
What does a QR code provide for your business?
QR codes have opened the doors to a new level of interaction that companies have with consumers. This interactive tool can provide useful measurements about customers, including who is using them and how they are being used.
QR codes may not be beneficial to all businesses. To determine the appropriateness for your business ask yourself the following questions:
- 1. How do they serve your customers?
- 2. How do they serve your employees?
- 3. What opportunities exist for your business’ growth?