Just when you thought that printing might be starting a death spiral with the decline of newspapers, book stores, etc., combined with the emergence of the electronic digitized distribution of news, advertising and books, etc., new technologies that utilize printing are unleashed.
Lately, one such new entry has been showing up seemingly just about everywhere. What are those mystical looking strange, square, matrixes that seem to appear to be futuristic and baffling, begging the question, what the “H” is the meaning of these unexplained oddities?
We’re seeing them in all manner of print media, newspaper and magazine ads, on mailers, in food and department store isles, on product packaging, product tags and labels, product displays, price tags, window decals, direct mail, in real estate ads, and on for-sale signs to name a few of the many appearances.
Known as QR’s by the digital age in-crowd, they are Quick Response codes or 2D bar codes of the digital age. However, compared to the now familiar and rather simple bar codes, QR’s can convey a vastly greater amount of information storing like URL’s.
QR’s are aimed at the mobile customer who is on the go. Consumers are able to scan QR’s with smartphones or other mobile devices, to open a web page via the devices browser, connect to a wireless network, display text, play an info video, display geo coordinates, etc., thereby accessing heretofore unavailable information, or may be directed to place a call. The information that can be accessed is almost endless.
Included can be coupon offers, discounts, sales notification, contacts information, and event or product details, Twitter, Facebook, MySpace, You Tube video connections, etc.
Scanning a QR code is accomplished by using the camera of a smartphone or other mobile device. Required is the download and installation of a “QR reader” application (APP). There are a variety of reader apps available at this time; some will not read each and every QR code that is encountered.
Think of a Quick Response code as a means and a strategy to transport a user customer to another level of information.
Quick Response technology was developed in the 1990’s in Japan by the automotive industry to track vehicles while in the manufacturing process. It was designed to enable the swift decoding of desired information. Encoded information can consist of binary, alphanumeric or Kanji symbols.
Standard QR code is the standard for applications that have the ability to handle large scans. These can contain up to 7089 characters, although not all QR readers can accept this amount of data.
Micro QR code is designed for applications that cannot process large scans. The largest capacity of these is 35 numeric characters.
QR’s have hit the advertising world as the hottest new, fresh way to connect and engage with customers. QR’s are cheap, easy to employ and they can be PRINTED on almost anything and appear almost anywhere.
QR codes can be generated by free of charge services. A user can go to a website, to use a tool called a QR code generator. First, after entering your URL receiver target you choose the type of content from a menu to be directed
to your customer who will eventually scan the code. Content can be as simple as a Web address, informative text, a phone number, etc. Once chosen a QR code is generated and can be copied for use free of charge.
The use of QR codes is license free. The QR code is defined clearly and is an ISO standard. The QR code itself is a registered trademark of Denso Wave Incorporated.
Quick Response codes are being recognized as a terrific tool to leverage offline activity using, business cards, product packaging, labeling, or print advertising.
QR codes offer a means of reaching potential customers in a way that will give them an appreciation of your technical knowledge.
The number of QR code scans recorded by the industry’s leading code maker has grown to over 2 million per month, more than double the 2010 rate.
This access rate will no doubt grow exponentially as it is forecast that near one-half of all Americans will own smartphones before 2011 ends.
So who are some of the early adopters?
Macy’s has QR’s on display throughout their stores and on their advertising.
Home Depot customers are able to get immediate access to how–to-do guides with videos.
RE/Max has made available specific real estate information to prospective customers.
Miller Brewing has printed QR’s on Miller Lite beer cans for a promotion.
A Seattle coffee business has placed QR codes in train displays so that a scanner can order a cup of coffee while on the train and have it waiting when they arrive at a specific shop.
Skylight Books in LA is using QR codes to allow customers to order a sold out book from the company’s web site.
A Washington State landscaper has printed his QR code on a direct mail postcard. Invitingly next to the QR code is printed “Scan me, I talk!” Scanning directs the inquirer to the firms’ web site to view a video promoting capability.
Ford Motor Company is promoting 2012 vehicles, in this case the new Focus. 
The market for printing is forever changing. Look for change and new technology to continue to be a driver of printing growth.
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