Here’s the medium, what’s your message?
“New rule: If you want to grow, you need to find customers who are willing to join you or believe in you or donate to you or support you. And guess what? The only customers willing to do that are looking for something new. The growth comes from change and light and noise [aka, Mojo].” I borrow that passage from “TRIBES,” a book by the most popular business blogger in the world, Seth Godin. He says leaders must “make a ruckus.” I couldn’t agree more, in fact I am thinking about adopting that thought as the tagline for Industrious Bastard. But for now, this post is more about the medium than the message. Learn how the use of a simple graphic can enable your business to throw a very smart-looking, tactical net. And, perhaps at the same time, create the perception of the “change and light and noise” that Mr. Godin speaks so passionately about.
A QR (Quick Response)(created by Toyota subsidiary Denso-Wave) is a specific matrix barcode that, when scanned, points users to digital information. Kind of like the hot links you see on this page or within an email. It’s quick data delivery and it can be code for just about anything digital such as contact information, internet destinations you devise, such as your current website, a special landing site, video, or even your Facebook page.
The relevance?
Truth be told, this is actually 7-year old technology. What’s different now is … well everything. The two-dimensional CR code is readable by camera phones and last year, Nielsen estimated that there would be 142.8 million smartphone users by 2011. That is a group of time-starved business people who look for any possible shortcut to stay connected and stay informed. Really.
The Medium
1. It’s easy to get the app. Most smartphones can host apps that read QR codes; mine was free via the iTunes app store. Or go direct to www.i-nigma.mobi on your mobile. The site link will automatically identify your handset type, download and install i-nigma.
2. It’s easy to get your QR code. There are many free converters on the Internet, where you can copy, past and print in a flash. Google “QR” or, here’s my favorite code generator.
The Message
It’s also easy to get your message out. These days, most of your users—I’d venture, most of your customers—likely have phones with them 24/7. And because of QR’s simple format, the symbol can be placed almost anywhere. Make one on your printer and experiment with size. I picked up a promotional business card at a Johnston & Murphy shoe store recently. The company was promoting their Find-A-Shine(r) app and offered the QR to get at it. It didn’t work with my first generation iPhone’s camera lens because J&M made the QR too small (.625 inches square) to focus properly. You have to fill about 80 percent of the viewfinder with a clear QR for a proper read. Just to be sure, I increased the size of J&M’s card on my copier 130 percent and it worked fine. Summary? While I didn’t get the shoes, I now think J&M is just a little bit hipper than I did before. Besides, I’m talking about them to you.
Here are 10 other top-of-mind uses for your own QR code
- Business cards—make it easier for prospects to connect digitally
- Collateral materials/ads—make your print material interactive
- On your product—certify quality, origin, dates
- On your packaging/containers—how to handle/open your product
- Offer links to how-to videos—how to care for the finish; reorder
- On your building—offer virtual tours without the hassle
- At trade shows—increase engagement
- On your invoices—remind them of your quality and care
- Make Avery labels—go out and damage some wall surfaces somewhere
- Convey driving directions—make it easy to find you
Sometimes the medium is the message. Knowing how you would communicate something can make it easier to know what’s worth communicating. In the case of Quick Response codes, the form clearly influences how the message is perceived. Use QR as a catalyst to get some game on. Remember, customers are always looking for something new, so go ahead; make a ruckus.
HIT Solutions believes the more your business keeps up with important trends, the more you will improve your product, and improve your bottom line.
Leave me your comments below; share your experience with QR.