Frontline Perspectives

You’ve probably seen them: futuristic-looking black-and-white boxes that look like the love child of a barcode and a postage stamp. They’re called QR (for Quick Response) codes and they’re popping up everywhere — like on the side of this bus — as the latest buzz-worthy tool to hit marketing.

Developed in Japan in the mid-90s, QR codes bridge the gap between the physical world and the digital one. Readable by dedicated QR barcode readers and the cameras on smartphones, the black-and-white boxes contain encoded information such as text, URLs and other data.

Thanks to smartphones and other mobile devices, we’re not tied to our computers anymore, and QR codes give marketers a new way to engage with their audiences anywhere. Sure, most B2B marketers are probably never going to run an ad on the side of a bus. But here are a few ways you can leverage this new technology to provide your customers and prospects with a richer experience, build greater awareness and create loyalty.

• Business cards: QR codes on your company’s business cards can contain contact information, directions to your facility and access to a corporate video — or launch an e-mail to you personally. It makes it easy for your customers to connect with you wherever they are.
• Print ads and direct mail: Link your advertising right to catalogs, spec sheets, videos or social media pages. Your audience has instant access to your most valuable content.
• Trade shows: On your pre-trade show mailings, QR codes allow recipients to download show guidebooks, event listings, show floor maps and more. At the show, use a separate code on handouts to offer invitations to after-event parties, e-newsletter sign-up forms and more. Think how valuable this resource would be to your customers!
• Catalogs and other sales materials: Quickly take your customers from your catalog to your latest training video, order form, sales rep e-mail or product updates with a QR code in your literature.
• Packaging / invoice: A QR code on your packing slips, invoices or shipping containers can lead to a customer satisfaction survey they can complete right on their phone, giving you instant and actionable feedback in real time.

Make sure your marketing opportunities are flexible enough to develop with this new technology.  Incorporating them as part of a well thought-out marketing strategy and measuring the results, can yield new opportunities for your business.

Already using QR codes in your marketing? Tell us about the results in the comments.