By John Foley, Jr., interlinkONE

Smart Phones have exploded onto everyone's radar—and because of it QR Codes are fast becoming a popular way to take full advantage of this technology with everything you print. While the use of QR Codes (Quick Response Codes) is certainly on the rise in many places, there still may be a high level of unfamiliarity within your target audience. Here is a brief overview for those who are just beginning to pay attention to the “buzz” surrounding this new way of connecting print to an interactive response and how to successfully integrate them into your marketing plan.

What is a QR Code and how does it work?
QR Codes are 2-dimensional bar codes that have actually been around since 1994. They have been widely used throughout Japan (even on gravesites!) and in parts of Europe. With the increased adoption of mobile phones, they are quickly rising in popularity in the United States.  Viewing QR Codes is simple. Merely point your mobile phone camera toward the code, snap a picture, and the software on your phone decodes the image. (On some phones, QR Code readers come pre-installed. Others require you to download them.) Instantly, you are directed to a website or a landing page with information about the product of interest. Or you might be presented with a special coupon offer or see a special text message. There is no need to write down anything or type in URLs by hand. Just stop, scan, view, and engage.

QR Code use on the rise
As the number of smart phones continues to grow, you will see QR Codes popping up in even more places. If you are thinking about adding a QR Code to your printed materials, it will be important to break down potential barriers with education. Place one in your email signature, blog posts, and e-newsletters to raise curiosity. Or, if you are including a QR Code as a call-to-action, provide a bit of how-to text on the printed piece with specific instructions of how to use it.

Another thing to consider is that QR Codes may still be readable with up to 30 percent deterioration.  This allows you to take a few liberties when it comes to designing a QR Code, like putting your logo in the middle of a QR Code. Adding a creative touch may encourage people to take the initiative to scan the QR Code.

Are QR Codes on your “To Do” list?
QR Codes are one of the hottest applications in the marketing world today — for good reason. They are easy to create, easy to print, and easy to track. They are an immediate response mechanism that catches consumers at the very moment of interest, whether they are walking, reading, shopping, or traveling. QR Codes take advantage of every opportunity in a big way. They cost little or nothing to add to your marketing collateral. Once people are intrigued, QR Codes help them take the next step.  If QR Codes aren’t on your marketing “to do” list, they should be.

John Foley, Jr. is the founder of interlinkONE and serves as its president and CEO.