Archive for the ‘QR Codes’ Category

QR Code Fail at Sweet Frog? Or Was It Just Me?

Tuesday, April 8th, 2014

I’ve written a lot on the subject of QR Code fails, along with best practices for designing and implementing these codes, so I thought I was on to another example when I scanned the QR Code on the loyalty card at Sweet Frog the other day.

I took out my phone (okay, who am I kidding? It was already in my hand), scanned the code, and nothing happened. I scanned again, making sure it was the proper distance for the camera to focus, and again nothing. Must be the low light, I reasoned. I moved the card underneath the overhead light and tried again. Still nothing.

I tried several different times at different angles, and in the end, I input my email address into the low-tech, most unmobile fingerpad device. As I walked to the table in defeat, I wondered if I would have done better to scan the QR Code on the wall poster instead. Was the code on the loyalty card too busy perhaps? Printed too small?

I realized this morning, no, it would not have done me any good because the problem was not the code. The problem was that I had not launched the scanning software on my phone first. I had simply pointed the camera at the code and expected it to scan.

I can laugh now (and I’m sure you’re laughing at me now, too), and I’ve just embarrassed myself publicly . . . but to make a point.

It would be great if mobile phone cameras activated automatically to scan barcodes without launching software first, and I’m sure that some day, they will. But QR Codes won’t live or die by people who don’t have the software or forget to use it. They will live or die by the value of what consumers receive on the back end. If the code doesn’t work or people don’t know how to use it, your clients should make sure they have another way to access the content.

Over time, non-QR-Code-scanning consumers will figure it out. Once technology has reached critical mass (as it has with QR Codes), people always do.

Scanbuy Making the Back End of QR Codes Easier

Friday, March 21st, 2014

Ever since QR Codes have come on the scene, there have been complaints about the often poor experience scanners are receiving on the back end of the scan. Much has been made out of these poor experiences (although some codes lead to user experiences that are exceptional) as if such experiences, in themselves, will kill QR Codes.

Now Scanbuy has come out with a remedy, it believes, for the poor user experience. It has developed a new platform for refining the back-end experience of what the person sees after scanning the code. The idea is to start the process with what the marketer wants the user to see rather than starting with the code itself.

The platform uses templates to force — I mean, make it easy for — marketers (or their PSPs) to create more positive, useful experiences after a scan. Templates can deliver dynamic and customized results that change based on factors like device operating system, time of day, location, and consumer loyalty. Marketers can embed YouTube videos, Google Maps, and photo galleries. Other post-scan activities can be launched, as well, including making a call, receiving a contest winner notification, displaying a note or sending a text or email.

I’m not sure this solves all of the problems of back-end experiences, but it takes a positive step in getting marketers an their PSPs to think in the right directions.  Or they can just think about those things on their own, during the development stages of the marketing campaign. Still, having a template-based solution always makes things easier. When things are easier, people are more likely to do them.

For me, I just like having an excuse to remind people that back-end experience is really the most critical element. Just as finishing needs drive design, so too, the user experience drives the QR Code.

So when you think QR Codes, remember: strive for a back end everyone wants to see.

The Dos and Don’ts of Multi-Channel Marketing

Thursday, February 20th, 2014

Building a successful multi-channel marketing campaign is a bit like making a cake. For the recipe to be a success, you need to add all of the right ingredients.

In order to help you do so, let’s take a look at some quick dos and don’ts for executing multi-channel campaigns that will keep your clients and their customers happy.

Learn how you can execute a successful multi-channel marketing campaign by downloading, “The Dos and Don’ts of Multi-Channel Marketing,” free for The Digital Nirvana readers!

Take a moment to read and share this resource at http://ilnk.me/DoDontMMC! Do you have any additional tips for executing successful multi-channel marketing campaigns? I’d appreciate your feedback below!

Can Social Media and Direct Mail Merge Seamlessly?

Thursday, February 20th, 2014

“Social media isn’t a fad, and I think we can all accept that,” said moderator Barbara Pellow, Group Director of InfoTrends, in January’s webinar sponsored by Canon Solutions America.

This we know: social media isn’t a new trend. It has an established yet evolving role within the marketing sector. So the question becomes, how does the print industry integrate social media into traditional marketing pieces, like direct mail, to offer optimal customer outreach?

Renée Hall, VP of Business Development at Dukky, and John Ortiz, Director of Operations and Sales at Your Preferred Printer, give an overview and case-study examples of successful, seamless integrations. The speakers touch on strategies and software tools for merging social media with direct mail, which ultimately bolster a client’s network and increase bottom line sales.

Let’s consider the facts. When 1000+ enterprises were surveyed in 2013, social networks were cited as the number one area in which media usage will increase. In addition, 47% of printed marketing materials were linked to a digital channel in order to reach broader audiences and boost response rates.

Now, how are these social networks leveraged?

In order to answer this question, printers must first start by defining their business altogether. Hall finds that most printers have either transitioned to become full marketing agencies with in-house printing capabilities, or they now characterize themselves as a ‘printer+’. As a printer+, the business presents itself as a traditional printer, but integrates online, digital components to complement mail pieces. “Embrace new technology, keep and expand your services, provide tools for measurement and analytics, and leverage what already exists” are just some of Hall’s suggestions for success.

After updating the business approach, printers must next consider the new role of direct mail. It’s no longer a one-way, exposure-oriented form of communication; rather, it’s an entry point to cultivate a conversation and gather information. Take Hall’s Chick-Fil-A example: 5,000 mailers were sent out to gather demographic information of potential customers and to inform them of the branch’s opening. The postcards featured free food promotions that required online validation. Once online, customers were prompted to take a short, information-gathering survey. Once completed, they were able to receive the promotion and “share” the offer within their social network. On opening day, 14,000 customers walked through the branch’s doors. 20% of which accredited the decision to the direct mailer and it’s online component ‘call-to-action’.

Sounds like one successful way to get customers engaged, mobilized and excited. For more examples of seamless integrations and for the complete list of tips, check out the recorded webinar here:


 

 

QR Codes Being Mistaken for Tracking Codes?

Saturday, February 1st, 2014

I’ve put the question out there for awhile: Has there been sufficient adoption of QR Codes that we should start removing the explanatory text around them?  The answer has been a resounding “No!” Feedback is that the explanations are still necessary.

The other day, a friend mine, knowing that I write about QR Codes frequently, pointed out a “QR Code” on a label that might be of interest to me. It was, in fact, a Datamatrix used for tracking.

That made me wonder. Have consumers become so used to seeing the square black-and-white tracking codes (such as those used for inventory management) that, when they see QR Codes, they think they are just larger versions? Could this by why some consumers still don’t recognize QR Codes as marketing response mechanisms?

If so, then it makes sense why some sort of explanatory text is necessary. Perhaps that explanation doesn’t have to be how to scan, how to download a reader, or that level of detail. Perhaps it can be something more subtle, such as making it part of the call to action: “Scan this code to get a 10% discount!” Or, “Scan this code for a chance to win free tickets!”

Such calls to action should be used anyway. The point is just that perhaps it’s less critical to tell people how to use the codes than it is simply to draw the distinction between codes for tracking and inventory management (which consumers ignore) and codes for marketing response (which they shouldn’t). What do you think?

Are We Making Cross-Media Accessible?

Saturday, January 11th, 2014

When we read about cross-media marketing, we are most likely to read about sprawling, comprehensive campaigns that involve multiple social media sites, TV, mobile, posters and billboards, integrated dashboards and real-time metrics from global brands. White papers abound from IT services and data management companies like SAS.

It’s as if cross-media marketing has to be big or it’s not effective.

But what is cross-media marketing really? It’s communicating a marketing message using multiple channels or moving consumers from one channel to another to reinforce branding or communicate a marketing message.

That means that QR Codes are cross-media marketing. Personalized URLs on direct mail or email are cross-media marketing. Direct mailers with email follow-ups are cross-media marketing. These are campaigns that are easily implemented, and as long as they are done well, they generally achieve much better results than a single channel alone.

In an ideal world, every marketer would be able to use big data, gain a 360-degree view of the customer, and start, monitor, and measure social media conversations relating to their brands. But if that’s the only way we talk about cross-media marketing, it makes these campaigns sound inaccessible to the average marketer.

It’s time to bring the cross-media marketing conversation down to earth and talk about real campaigns that are really implementable by even small and mid-sized marketers.

How are you helping your customers do that?

 

Interested in Learning about NFC Tags?

Monday, January 6th, 2014

Happy New Year to all! Now is a time to make resolutions and innovate. For those of us in the print industry, one of our resolutions likely involves making traditional print more interactive.

In this Printing Impressions webinar sponsored by Canon Solutions America, moderator Lisa Cross talks about where Near Field Communication (NFC) tags fit in accomplishing this goal. If you’re like me and you’ve wondered what NFC Tags are – this is the place to learn. This webinar defines NFC technologies, shows how they are creatively implemented, and provides statistics from recent studies of their success.

Let’s jump to the content. Lisa introduces Matthew Bright, the Chair of NFC Forum’s Retail Special Interest Group and the Technical Marketing Director of Kovio, who focuses on the importance of NFC technology and provides examples of its use. To complement Matthew’s expertise, Nate Mullikin and Jill Krueger from Corporate Graphics International tell their company story and provide interesting examples of print interactive products and solutions.

To set the scene, Lisa highlights how technologies have emerged to combine traditional print and digital media to maximize the communication experience; a combination referred to as ‘tradigital’. Like most of us know, the key challenge in navigating the tradigital space is reaching an audience that now has control over the media they consume. In an Infotrends study, Lisa points out that 47% of printed marketing materials were linked to online and digital channels. Specifically, mobile use is the fastest growing channel within spending distribution. Therefore, a market for NFC solutions exists to cut through the communication clutter and to make strategic connections throughout campaigns.

Building off of Lisa’s introduction, Matthew describes how NFC is a ‘magical technology’ for interactive print. There are three main cases of NFC use, but the focus of this presentation surrounds the ‘touch to learn more’ concept. The ‘tags’–or stickers—connect printed material to multimedia content uploaded onto the cloud. The stickers can be adhered to posters, mailings, and even embedded into product packaging. For example, with a NFC sticker on a wine bottle, the consumer can then touch his or her phone to the tag, which links to tasting tips and optimal meal pairings on an online interface. It takes a view from print to digital in mere seconds.

Nate and Jill add to the discussion by citing how Taylor Company has adopted the use of NFC technologies in the solutions they provide their clients. From networking with customized business cards to the creation of interactive digital booklets & registries, NFC technologies offer an enhanced gameification of brand, product, and services.

This blog really just touches the surface of NFC technology. Take a deeper dive and be sure to check out the webinar here:


 

More Positive QR Code Data for the Naysayers!

Friday, December 20th, 2013

Just out from Mobile Shop Talk — new data from Marketing Land shows that 15% of shoppers are scanning barcodes or QR Codes as part of the shopping experience.  Here’s the range of what shoppers do:

  • 31% — Compare prices of products through Amazon, other online retailers
  • 30% — Look for offers and coupons
  • 28% — Call friends or family for advice
  • 27% — Look for product reviews
  • 18% — Found other stores that have a desired product in stock
  • 15% — Scan barcodes or QR Codes
  • 13% — Look for gift ideas

Granted, scanning other types of barcodes is not the same as scanning a QR Code, but increasingly, we see barcodes and QR Codes being lumped together in mobile shopping surveys. This tells me, not that QR Codes are going away, but that they are mainstreamed.

These days, I am no more surprised when I see a QR Codes on a label, postcard, product package, or magazine ad than I am a web address. They’ve become part of the landscape.

I see fewer and fewer codes with text above or below them explaining how to scan them or how to access a reader if readers don’t have one — less frequently enough that, in combination with the steady, consistent 15-30% rate of scanning among smartphone users, I’m considering removing the addition of “how to use” text from my list of best practices for QR Codes.

What do you think?

Improve Your Marketing for 2014

Thursday, December 19th, 2013

Happy holidays Digital Nirvana readers!

To help get you started and to welcome the New Year, I have a special gift for you all below.

As 2014 is rapidly approaching, all companies are getting ready to start fresh with a new plan for the New Year. Is improving your company’s marketing efforts a major part of your new strategy? It better be! This year, it’s your opportunity to make new connections and strengthen old ones, all while increasing marketing efforts and filling the sales funnel.

I’d like to share our special eBook, 12 Marketing Tips for the New Year, to get you on a path to marketing success for 2014!

On behalf of everyone here at interlinkONE and Grow Socially, I’d like to wish you all a happy holidays and a wonderful New Year!

[P.S. I'd love to hear your feedback as well as any other marketing tips you might have for 2014 in the comments below! Also, feel free to share this holiday special with others here: http://ilnk.me/NewYears, it's free!]

QR Code that Works!

Wednesday, December 18th, 2013

In contrast to QR Codes that take you nowhere and that legitimately draw the disdain of the QR-skeptical, I ran across a great use for QR Codes that, even if you aren’t going to use them on beverage labels, might spark some ideas for your clients.

IMG_2555I recently was intrigued by a package of Angry Orchard hard cider. I hadn’t run across the brand before, so it came home with me. On the label was a QR Code. I scanned it, of course.

There were no instructions with the code, so there was an assumption that the brand’s audience understands and uses QR Codes. Either that or they were seeking response from a specific demographic within their broader customer base — a more tech-savvy demographic for whom no explanation was necessary.

Upon landing on the microsite, I found a well designed and very interesting microsite. It contained an invitation to connect with talking trees, a store locator, and links to visit trees in flavors offered by the brand beyond what was on the shelf at that particular store. Apple Ginger — who knew?

I had no idea what to expect from the talking trees, so I clicked through the link for crisp apple and was posed with the question: “How do you like your apples?” I typed in, “In applesauce cookies, of course.” I could then hear the tree speak it back in animation a la Lord of the Rings to me only or I could post the animation via social media.

Also available was a flavor profile, which gave me ABV, color, and food pairings I never would have thought of, such as Thai red curry with coconut milk and earthy spices, as well as more mainstream “steak and cheese, with slightly charred onions and peppers that add smoke to contrast the sweetness of the apple.”

So here we have a great use of QR Codes to draw in a specific demographic and give them something of value — entertainment relevant to that demographic, entertainment that is interesting enough that that demographic will want to share it (while simultaneously promoting the brand), product information relevant to that audience, and cross-sales information in an interesting and relevant way that is interesting rather than heavy-handed.

I just thought this site was very well done and shows that QR Codes do have an important and very relevant place in mainstream marketing.

Tapping into the New Cross Media

Wednesday, December 11th, 2013

It’s a loud, busy world out there. With so much information available, getting your voice heard is a challenge for any company. For mailing, print, and fulfillment providers, cross media marketing is really vital right now.

A well thought out cross media campaign is one of the best ways to communicate any message clearly, consistently, and in a way that’s relevant to the hearer. Keeping up with cross media marketing trends is an important component of your ongoing success – and that of your clients.

Are you having trouble connecting with customers?

Learn how you can use cross media marketing to better communicate with customers by downloading “Tapping into the New Cross Media,” FREE for The Digital Nirvana readers!

Take a moment to read and share this resource at http://ilnk.me/NewCrossM; your customers will appreciate your dedication! Do you have any comments or opinions on cross media marketing or customer communication? I’d appreciate your feedback below!

10 Trends to Define Marketing for 2014 – 10 Experts Weigh in

Monday, November 4th, 2013

As we approach 2014, and all of the marketing challenges that come with it, SourceLink is rolling out our “Ten Trends to Define Marketing” series again, with a twist. This year, we sat down with ten industry experts and asked them what trends they anticipate in 2014 and the years to come. We will be rolling out these articles over the next six weeks – Here are the experts that we sat down with, and a brief synopsis of what they had to say:

1. Ginger Conlon, Editor-in-Chief, Direct Marketing News – “The Virtuous Cycle of Customer Centricity” – Oct 29

Into 2014, consumers will wield the power to dictate how they are marketing to, and marketers are tasked with creating content that is driven by consumer preference. Understanding customer behaviors and preferences will lead to sophisticated micro-marketing campaigns, and marketers will then be tasked with modeling content creation and communications strategies based on how content is being utilized.

2. Judith Hemmel, Vice President of Customer Intelligence, SourceLink -  “Moving From Creepy to Credible” – Oct 31

An overarching theme through several of the interviews is was the extreme importance of mobile marketing. Consumers now have the ultimate choice of whether to engage with a brand, cultivating an environment of permission. This phenomenon will further strengthen the move from push to pull marketing, and messaging must move from “Creepy to Credible.”

3. Skip Henk, President and CEO, Xplor International – “Sitting on the Sidelines or Taking the Leap of Faith” – Nov 5

Human behavior is the true game changer in 2014, and there is tremendous value in how customers allocate their time to take in new information.  Augmented Reality, a still-emerging technology, very well could lead to a print revival. Marketers will fall into two categories in embracing these new technologies, those taking the leap and those sitting on the sidelines waiting for more proof; which Skip sees as the “winners and the losers” in the fight for customer attention.

4. Bryan Yeager, Financial Services and Mobile Payments Analyst for eMarketer–“Social Media and Mobile Craft a Path to Purchase” – Nov 7

Mobile penetration reached a tipping point in 2013, and looking into 2014, past trends converge because of the smartphone and its ability to enhance the customer experience. Marketers using social media up until now have merely been laying the groundwork for the real opportunities for engagement and conversion. Wearable technologies bring flashy new avenues to truly connect with customers.

5. Roehl Sanchez, VP and Chief Creative Officer, BIMM Direct & Digital - “Data Drives The Creative Process, and the Modular Builder Emerges” - Nov 12

Data begins to drive creative decisions, and creative decisions facilitate the use of data. We are entering age of real time marketing, and the definition of marketing and advertising “Creative” is shifting, especially when it comes to mobile design. Marketers must familiarize themselves withmicrocampaigns and start thinking mobile first. The creative professional must start to be a “modular builder,” and embrace a shift toward strong creative rooted as much in functionality as in design.

6. Rich Brown, Vice President and Chief Technology Officer, SourceLink –SOLOMO and the Evolution of Location Based Engagement” – Nov 14

Social plus location plus mobile (SOLOMO) will a gamechanger in 2014, as marketers truly perfect geofencing technologies and make actionable use out of location data using offer-based engines. Data use concerns and privacy legislation gain lots of attention in 2014, and marketing organizations rally to support the responsible use of data. Marketers start to effectively link return on investment between offline transactions and social engagement.

7. John Foley, CEO Grow Socially and CMO InterlinkOne– “The Amazing Powers of Personalization” – Nov 19

2014 will see BIG advancements in mobile technology, which will allow for in-store personalization and other amazing interactions. A surprising amount of companies are still behind the content and social engagement curve in 2013, and will evolve into more social businesses in 2014, with more content being distributed than ever. Personalization sees a surge in the depth and relevancy, paralleling advancements in marketing automation.

8. Ann Handley, Chief Content Officer, MarketingProfs – “Organizing your Company Around Content and the Emergence of Short-form Media” - Nov 21

Marketers have been making content creation a priority, but next year will see a need to allocate resources to dedicated personnel. Next year’s trend will be a wider adoption and need to understand short-form content. Social media engagement leads to emotional connection and a better brand experience. Print remains a crucial part of marketing spend, and continues to claim significant portion of marketing budget.

9. Cindy Randazzo, Vice President Strategy and Insight, SourceLink – “A World Where IT and Marketing make each other Stronger” and  “Multisource Attribution in an Omnichannel world” – Nov 26 and Dec 3

Cindy had so much to say that we will be covering her thoughts over two articles.  First, 2014 brings the realization that IT and Marketing cannot be siloed, as their strengths will make each other stronger and will account for the weaknesses in the other, as the “right and left brain” come together. Big Data becomes relevant for all industries, as it is mined for interests, and used for multiple forms of variable advertising. Consumers start to ask the question “How is it possible that you don’t know who I am?”

10. David Burstein, Fast Company contributor and author, “Fast Future: How Millennials are Shaping our World.” – “The Marketer’s Role to the Millennial” – Dec 5

Companies must make consistent strides towards social responsibility and innovation as core tenets to developing as an organization. “Millennials” (those born in the second baby boom years of 1980 to the early 2000s) have become the most messaged-to generation ever, and marketers embrace emerging technologies and develop new means to stand out. Deep customization stands as central to the communications experience between marketers and Millennials.

To read the entire series, keep checking back to the SourceLink blog here.

Tell Your Clients! Data on Affluents Affirms Print Usage (Good News for QR Codes)

Friday, September 20th, 2013

2013 Ipsos Affluent Survey is yet another “voice” in the chorus of those affirming the value of traditional print in the role of influencing consumers.  By extension, this supports the importance and use of QR Codes as a response mechanism.

The study found that there are now 62.5 million U.S. affluents (defined as adults aged 18+ living in households with at least $100,000 in annual household income). This is up more than 6% over the past two years. In addition to all of the other compelling data in the study, one of the most interesting is that affluents are still voracious consumers of traditional media, including print.

According to the research, 81% of affluents read at least one of the 142 reported print publications (135 magazines and 7 national newspapers) covered in the study. Coupled with the growth of the affluent population, Ipsos found that the number who read a print publication rose to more than 50 million globally. This skews significantly higher among affluent women, “ultra affluents” ($250K+ HHI), and wealthy consumers ($500K+ HHI).

For example, Affluents read 16.7 issues from 7.4 different titles, but Ultra Affluents read 22% more titles (9.0 vs. 7.4) and 29% more issues (21.6 vs. 16.7). The skews are even more dramatic among Wealthy consumers, who read 45% more titles (10.7 vs. 7.4) and 62% more issues (27.0 vs. 16.7) than Affluents. Compared to Affluent men, Affluent women read 16% more titles and 17% more issues.

We are seeing more and more QR Codes in magazines. In fact, according to “Scan Response Rates in National Magazines” (Nellymoser 2012), in Q2 2012 every magazine in U.S.’s Top 100 magazines contained at least one mobile action code during that period. In addition, 10% of magazine pages contained a QR or other mobile barcode, up from 5% one year earlier. All but ten of the magazine titles printed 10 or more codes in the quarter. I have no doubt that this has risen since then.

Affluents like traditional print, and there are more QR Codes in print. This means that, disproportionately, affluent consumers are being exposed to — and using — QR Codes to interact with print advertising and, by extension, print marketing materials.

As affluents continue to interact with traditional media and as their use of mobile channels continues on its upward trajectory, do we have any doubt that QR Code use will grow along with them?

 

Research: Not All Designer Codes Created Equal

Tuesday, September 10th, 2013

According to research released by the AIDC Lab of Ohio University (part of the Russ College of Engineering and Technology), not all designer codes are created equal. While QR Codes have error correction, allowing up to 30% of these codes to be degraded or altered while rendering the codes still readable, it matters where this degradation takes place.

You can remove, alter, or degrade certain portions of the code while retaining readability but not others.

Although the full research study has yet to be released, the AIDC Lab has released a white paper outlining the main issues and the results.  The goal of the paper — to answer the question: “What sort of design modifications can be made while still ensuring the maximum number of people will be able to scan the symbol?”

In general, there are three ways to alter QR Codes to incorporate a branded symbol or other design:

  • Change the color
  • Insert a graphic design inside the physical design of the code
  • Geometrically distort the cells used to create the code

“While all of these work, it is important that the designer understand how the QR Code works so that they do not inadvertently damage key components or push those components beyond their ability to adjust,” write the authors of the paper.

For the study, more than 200 codes were scanned. In total, 166 responses were usable. Depending on the types of distortions used, researchers found that scanning would product different results. Ignoring the benchmark symbol, for example, resulted in read rates ranging from 9.6% to 88.6% — a huge range.

The implication of this is that, at best, 11% of the symbol’s target audience will not be able to read the bar code. And for almost half of the symbols 50% or more of the scanning public will not be able to decode the designer QR Code.

This a fascinating study that anyone involved in 2d barcode design, branding, and marketing campaign develop read. Before your designers start messing with the codes, thinking they can add branding as long as they degrade 30% of the code or less, make sure they know the facts.  You can download a copy here.

On a completely unrelated note, I grew up in Athens, Ohio, where Ohio University is located, my father taught, and I spent much time on campus. This is the first time I’ve heard the university mentioned in connection with this industry, so this was really fun research to run across. Go Athens Bulldogs!

Again, I Wanted a QR Code and It Wasn’t There

Friday, September 6th, 2013

It happened again. I wanted a QR Code and it wasn’t there.

It was a promotional poster for a band playing at a local hangout this weekend. I had never heard of the band, and there was nothing on the poster indicating what type of music they played. Rock? Pop? Oldies? Bluegrass? Folk? Unless I already knew the band (which I didn’t), there was no way to tell.

Sure, I could have looked them up on my phone. I could have gone to YouTube, typed in their name, and looked to see if there were any videos posted. But I just wasn’t that interested.

What if there had been a QR Code on the poster that took me to a video from one of their local jams? I wasn’t interested enough to do all that typing, but just out of curiosity I might have taken the few moments to scan a code. If it had been music I’m interested in — blues, newgrass — I would have been hooked. If I couldn’t go this weekend, I might have bought one of their CDs instead. I got hooked on Humming House that way.

As it was, by the time I walked out the door of the store, I’d already forgotten the name of the band.

This poster was most likely produced at one of the local copy shops. How much extra effort would it have taken for the customer service person to have suggested adding a QR Code? If the layout was clean enough, it could have been generated and added in right then and there. The band member could have provided a URL to a YouTube video (which, considering the venue, they certainly have), the QR Code could have been generated at the desk, the file opened, and the code dropped into the corner.

That one simple question could have had a significant impact on the band’s revenues in terms of attendance and potentially CD sales. Great for the band and great for the print shop. Imagine the loyalty that would have created! Plus next time members of the band are talking about  promotion with others in the arts and music community, guess who they’re going to recommend to do the printing? Instead, it was an opportunity wasted.

This is why I just don’t get it when people talk about QR Codes being a waste of time. Of course they’re a waste of time if they are used wrong. But a tremendous opportunity if used right.