QR codes (QRCs), short of Quick Response codes are appearing more frequently in magazines, ads and other promotional materials. (see below) Basically they are 2-dimensional barcodes than can contain up to 4,000 characters and scanning them will take you to a website (with videos and podcasts), a PURL, or simply include more information, such as contact information on a business card, or a restaurants menu and specials for the day. They are a way to extend print media marketing beyond ink-on-paper printing.





I had noticed them and heard what they were, but only recently dug into the topic with my friend, Daniel Dejan, North American ETC Print & Creative Manager for Sappi Fine Paper, asked me to help with some research on QRCs and Augmented Reality (more on that in an upcoming post). Since then, I see them everywhere. I was recently in San Jose and met a gentleman (he describes himself as a pirate), Pablo Arrieta from Columbia (the country), who was into both technologies in a big way. We immediately hit it off. He gave me a textbook he had written that included QRCs so students could get more information about a topic. His site is hipertexto.gruponormadigital.com/manos/ (it's in Spanish).

QRCs were created in 1994 by Denso-Wave, a Japanese corporation. They have become very popular there, particularly among teenagers and young adults. They are also being widely seen in Europe.

To read a QRC, you need a scanning app on a smart phone such as an iPhone or Droid. On my iPhone, I use Scan Life (available at the App Store), but there are a number of others available. With the app, simply scan the code and it will take you to a website or whatever the code is linked to. My example links directly back to this blog.

I created the example above for free here: qreateandtrack.com/2009/11/13/how-to-create-a-qr-code/
And here is another site I've used to create QRCs:
http://qrcode.kaywa.com/

One of the biggest players to use QRCs and develop marketing programs around them is interlinkONE: interlinkone.com/. They can help you track responses and develop whole marketing programs around the data. They also generate QRCs and have the qreateandtrack.com site I used to create the example.

I think this technology is more than just hype and offers the real potential to go beyond print into multichannel marketing. It offers potential beyond marketing as well. Governments and institutions can use the technology to provide more information to constituents. Small business can use it as an inexpensive way to increase traffic. Another friend uses it at the end of his presentations with his contact information. As smart phones with cameras proliferate, so will QRCs.

My question to you is do you think this technology is to "techy" for the general public?  Will downloading the scanning apps dissuade use of QRCs, particularly as different scanning apps may be necessary for different countries? Please comment; I'd really like to hear from readers.

Note: Sinced I used his name, I sent this to my friend Daniel Dejan for his input. He sent back Margie Dana's PrintTip containing similar information available by subscription on her site: www.bostonprintbuyers.com/ It's particularly interesting on the timing and for me, confirms that QRCs are having an impact. Again, please send your comments.