QR Codes Mean 'Quick Response' for Small Business

This Is My Town USA QR Code

A QR code (abbreviation for Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data.



Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. The QR code was created to allow its contents to be decoded at high speed.


Although initially used for tracking parts in vehicle manufacturing, QR codes now are used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (termed mobile tagging). QR codes may be used to display text to the user, to add a vCard contact to the user's device, to open a Uniform Resource Identifier (URI), or to compose an e-mail or text message. Users can generate and print their own QR codes for others to scan and use by visiting one of several free QR code generating sites.


QR codes storing addresses and Uniform Resource Locators (URLs) may appear in magazines, on signs, buses, business cards, or almost any object about which users might need information. Users with a camera phone equipped with the correct reader application can scan the image of the QR code to display text, contact information, connect to a wireless network, or open a web page in the telephone's browser. This act of linking from physical world objects is termed hardlinking or object hyperlinking.


Google's mobile Android operating system supports QR codes by natively including the barcode scanner (ZXing) on some models, and the browser supports URI redirection, which allows QR codes to send metadata to existing applications on the device. Nokia's Symbian operating system is provided with a barcode scanner, which is able to read QR codes, while mbarcode is a QR code reader for the Maemo operating system. In the Apple iOS, a QR code reader is not natively included, but more than fifty free apps are available with reader and metadata browser URI redirection ability. With BlackBerry devices, the App World application can natively scan QR codes and load any recognized Web URLs on the device's Web browse this for compliance.


The use of QR codes is free of any license. The QR code is clearly defined and published as an ISO standard. Denso Wave owns the patent rights on QR codes, but has chosen not to exercise them. The term QR code itself is a registered trademark of Denso Wave Incorporated.



Standard QR code is the QR code standard for applications that possess the ability to handle large scans. A standard QR code can contain up to 7089 characters, though not all QR readers can accept that much data.

Use in Marketing


Recently, QR codes have become more prevalent in marketing circles and have been integrated into both traditional and interactive campaigns. Media where QR codes have been deployed include: billboard ads, guerrilla marketing campaigns, in-store displays, event ticketing and tracking, trade-show management, business cards, print ads, contests, direct mail campaigns, websites, email marketing, and couponing just to name a few. QR codes are of particular interest to marketers, giving them the "ability to measure response rates with a high degree of precision" allowing for easier ROI (return on investment) calculation, thus helping to justify spending on marketing budgets. QR codes also have been used at trade shows and in conferences.



For years marketers have seen the success of QR codes internationally, but in 2011 QR codes might finally be taking hold in the U.S. as prominent endorsements from Target, Best Buy, Macy's, and Post Cereals are exposing the codes to a broad swath of consumers.



Examples:


A QR code was used to promote Lupe Fiasco's album, "Lasers." The album was launched in the center of San Francisco with a massive QR code which allowed fans to scan it with the Redlaser technology in order to order the album early.


The hip hop collective OFWGKTA used a QR code when they played on Late Night with Jimmy Fallon instead of an album artwork which Jimmy Fallon usually presents. The code redirected to a site on the groups homepage.


QR codes have been used to interpret natural and historical points of interest on nature trails and walking tours, adding to or replacing expensive signs.


QR codes are not necessarily new to the world but they are growing ever more prevalant in the United States. As a small business owner free innovative technology can make a difference between staying in business and growing your business. Have questions about how to integrate QR codes and other technology into your marketing plan? Give us a call 800-596-6218 and connect with the Small Business Experts!