QR Codes: What Are They and Why Should You Care?

I was first introduced to QR (quick response) codes about two years ago when one of my clients was getting involved with this new technology. At the time, they were in their infancy and many people hadn’t heard of them much less seen or used them.  However, since that time, they have exploded making their way onto everything from billboards to magazines and print ads. There was even a story earlier this year about a QR code on a wedding cake!

QR codes are two-dimensional barcodes that can be scanned with smart phones to reveal more detailed information about a product or service.  The way it works is simple. If you own a smart phone with a camera, simply download a free scanner application such as NeoReader or ScanLife and then scan a QR code to access videos, websites, coupons, etc. 

There are many benefits to using QR codes, most notably their ability to bring the offline world online, resulting in increased customer interaction and loyalty. They are also easily measurable which is very important for marketing campaigns.

Many industries have embraced this new technology and are using them in some very creative ways.  I’ve seen them used in real estate, consumer packaged goods, retail, auto dealers, restaurants, and more.

Here are a few cool examples of QR codes in action:

Large retailers such as Best Buy, Sears, Target and Macy’s have integrated QR codes into their catalogues and print ads allowing consumers to obtain more information about the products featured and sometimes even purchase them with a quick scan of the code.

Automakers including Ford and Honda have used QR codes as part of a larger marketing campaign.  At the Internet Week show this week, Ford launched the “Ford Focus Hunt” which uses a new QR code each day of the week and each code corresponds to a badge highlighting different features of the 2012 Ford Focus.  Honda’s Civic Campaign is using QR codes as part of a larger social media campaign which launched last week.   

Real estate agents are putting QR codes on their For Sale signs to attract buyers and offer them more detailed information on house listings.

And, for wine lovers, wine makers are adding QR codes to their labels to provide more information about their products. For example, Dry Creek Vineyards recently used QR codes on wine labels to introduce its 2010 Fume Blanc. When scanned, consumers are taken to video explaining the vintage.

While QR codes have exploded over the last year, there is still some debate about whether or not they are just a fad or are here to stay. For now, I believe they are a powerful way to expand the reach of a company’s marketing efforts and if you are a marketer, I encourage you to experiment with QR codes in your upcoming campaigns.  

What do you think? Have you had any experience using QR codes in a campaign or have you scanned QR codes from your smart phone?  Please share your experience.