June 7, 2011

Blurring the boundaries with QR codes

Anyone with a smart phone can easily scan and read the seemingly ubiquitous quick response (QR) codes found on brochures and direct mail. Easier to scan than type in a URL address, these codes link consumers with websites and additional information about products, events and promotions.

Recently, we’ve had the opportunity to use QR codes in a few innovative ways for client projects. These include:

• While helping a property management firm market a student apartment complex, we placed QR codes on brochures – and also on the outdoor street signage. Pedestrians can quickly access additional information and promotions as they pass the property.

• When an international aid organization asked for help creating an ad for the 2011 G8 Summit publication, we knew we’d have a multilingual audience, but limited page space. So we created the ad in English, but included a QR code with directions – in French – for French speakers to access a version online and also linked directly to the organization’s website.

Using a QR code in your marketing merges offline and online communications. It won’t revolutionize your sales or fundraising, but when executed well it becomes an additional avenue for your audience to learn more about your organization.

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