| QR codes, short for quick response codes, are | | | | you can do it. Unlike traditional barcodes which are tied |
| two-dimensional (2D) barcodes used to transfer | | | | to specific content, the offerings through a QR code |
| information through barcode readers that can be found | | | | can be updated or changed to reflect your current |
| on most mobile phones. You have probably already | | | | marketing or promotional campaign. |
| seen a 2D barcode, as they are commonly placed on | | | | How can you use a QR code on your custom product |
| credit card statements, bills, and other bulk mail pieces. | | | | labels? First, think about what is important to your |
| When embedded in mailed correspondence, the paper | | | | customers. It is not always as simple as a discount, |
| and digital worlds can be linked, easily encoding | | | | although discounts can have a big impact. Maybe you |
| customer information for quick processing. | | | | want to provide a special recipe or a short video |
| QR codes are rapidly popping up all over magazines, | | | | about how to use your product would be valuable to |
| advertisements, billboards, and of course, custom | | | | consumers. Perhaps your product has a celebrity |
| product labels. Unlike traditional one-dimensional | | | | endorsement. Fans will be excited to scan your code, |
| barcodes, quick response codes can contain more | | | | which may have an exclusive interview with their |
| usable information, in a more reliable format. Traditional | | | | favorite star. |
| barcodes hold information horizontally, from left to right, | | | | Remember, don't limit yourself to only your product's |
| which limits the amount of data they can store. | | | | main label. A QR code campaign is the perfect |
| Two-dimensional barcodes store information both | | | | promotional avenue for product samples and |
| vertically and horizontally in a repeating format. This not | | | | give-aways. Oftentimes, there is not enough room on |
| only allows for more data to be stored, but repeating | | | | a free sample to include all the promotional or product |
| information throughout the code ensures that if a code | | | | information you want to share with prospective |
| is scuffed or damaged, the message can still be read. | | | | consumers. A QR code can provide additional |
| Many quick response codes rely on mobile phones for | | | | information, like where your product can be purchased, |
| translation. If you have a camera-enabled cell phone, | | | | that can be key to gaining new customers and |
| you already have the ability to read almost any QR | | | | increasing your market share. |
| code. Some phones require an app to interpret the | | | | Unlike traditional barcodes or UPCs, which are not part |
| code, while others simply use their camera and text | | | | of the overall product branding, QR codes should fit |
| messaging capabilities to decode the message. The | | | | into the product's label design. The code is the key |
| technology used to read a code depends on the | | | | ingredient to the product's promotion, so it should not |
| phone being used, and the technology used to create | | | | be an after thought or simply placed next to the UPC. |
| the code and the related content. | | | | In most cases, the quick response code is the main |
| When you encounter a QR code on a label or any | | | | call-to-action on the label. It should be placed |
| other medium, you simply open your code reader app | | | | prominently on the label so consumers can easily |
| or camera, scan the code, and await the response. | | | | identify it and take action. (Tip: 2D barcodes need |
| Generally, scanning a quick response code will give | | | | white space around the edges in order to work. Make |
| access to special content, discounts or exclusive | | | | sure the code is not too crowded so it can be |
| materials. These are an easy way to make your | | | | scanned correctly.) |
| product labels interactive and give instant gratification | | | | Since QR codes are fairly new to many consumers in |
| to your customers. | | | | the US, it is paramount to test the code to ensure it |
| Instant gratification is one of the reasons QR code | | | | works with a variety of mobile phones. If consumers |
| campaigns can be successful. Successful campaigns | | | | find the codes unreliable or difficult to navigate, the |
| have had engagement rates of up to 60%, which far | | | | technology will not be accepted. Also remember the |
| exceeds normal direct-mail response rates. If a | | | | content will most likely be viewed on a mobile device, |
| customer sees a special offer on a product label, they | | | | so it must be optimized for mobile viewing. Once you |
| no longer want to wait to mail in a rebate or go home | | | | have the code and content prepared, test, test, and |
| and visit a website. They want an immediate answer. | | | | test again. |
| QR codes provide the instant response consumers | | | | Almost every business can find a way to take |
| are craving. For example, if you want to offer a | | | | advantage of QR codes. Whether you are promoting |
| discount on your product, you embed the discount in | | | | a product or a special service, incorporating an |
| the 2D barcode. Consumers can scan the code and | | | | interactive QR code will hopefully intrigue consumers |
| receive the savings at the register. | | | | enough to give it a try. Many business owners strongly |
| The most appealing aspect to QR codes, from a | | | | believe if they can get consumers to at least try their |
| business standpoint, is the content can change. If you | | | | product, they will be hooked. A QR code may just be |
| want to offer a discount for a short period of time and | | | | the key ingredient to growing your business and selling |
| then change the offer to a discount on a sister product | | | | more products. |
| or perhaps provide a special recipe or rotating content, | | | | |