Packed and Fully-Coded

What do waffles, plants and a man with a bald spot have in common?

If it included a bar and a religious leader of your choice it would be the perfect introduction to a joke, right? However, this is no laughing matter. All of these items (and person) are places where QR codes—short for quick response—can and have been placed. A QR code is a two-dimensional code that is readable by QR barcode readers and camera phones and can supply information like a URL or text.

This cutting-edge technology opens up new lines of communications to consumers, engages busy customers by taking the need to type out of the equation and provides a gateway between print media and online content. It may be a dream come true for printing professionals.

The QR code that was printed on the forehead of "a slightly balding gentleman" in the form of a temporary tattoo was created by Muncy, Pennsylvania-based DPInteractive, the recently launched sister company of Data Papers that develops marketing campaigns employing video, social media, personalized URLs and other technology. The man was wearing it at a Chamber of Commerce after hours event, explained Jerry Wertz, president and CEO of Data Papers and DPInteractive.

"The code scanned to a donation page for the gentleman's favorite charity," Wertz said.

Philip Roestamadji, technical marketing specialist for Dayton, Ohio-based Wilmer, has seen QR codes on cookies, waffles and other baked goods. (All remained edible.)

"Additionally, there are lots of very interesting concepts for using QR codes within business process[es] that have also interested us, including: using specially designed QR codes within to access patient information from a secure intranet using iPads. Adding QR codes to tax forms and/or other complex forms to help explain how to fill out the papers while reducing clutter on the forms themselves. Placing QR codes on signage near monuments, plants or other outdoor locations to allow visitors to learn more about the items they are placed by (For example, videos about the monument, more detailed information about the plant's habitat, etc.)," he observed.

QR codes are so cool they have found a place in nightlife.

John Shanley, owner of Woodinville, Washington-based Labels West, saw a person at a night club wearing a t-shirt that included a QR code.

"When I scanned the code it contained the guy's contact information," Shanley noted. "I guess that was his way of making sure anybody in the club [who] wanted his phone number could get it."

These may seem like exciting things, but some things going on with QR codes are hotter than a Philadelphia summer (trust us, we're based here).

The most interesting thing happening with QR codes is that they provide a unique avenue for continuing to bridge the gap between print and web-based materials, Roestamadji explained.

"Print materials for marketing pieces, food labels and tax forms—among other items—provide an excellent, tangible method for presenting people with information, specifically for those who are not in front of a computer. However, they do not provide an effective avenue for offering more extensive information. For example, detailed information about a particular prescription or a means of interacting with the provider [such as the] ability to sign up for new product updates. But with the mobile devices and QR codes, content providers finally have a clean method for providing more information and interactive materials to people who are accessing their printed material without having to access a traditional computer/laptop or type information into their mobile devices," he said.

Doug Pennington, owner of Lakeville, Minnesota-based Goldmine Mobile, finds the number of phone and devices that are capable of scanning the codes along with the rapid growth of consumer awareness exciting.

"QR is dominantly a mobile technology these days, because just about every smart phone is capable of reading QR codes," he added. "This potentially puts a new and useful tool in the hands of every consumer out there. The recent surge in smartphone popularity is driving the rapid adaptation of the technology."

Wertz said there is nothing cooler than video. "Although most of us are very fond of print, we must understand the power of video," he noted. "Few printed pieces can evoke the emotion and call to action of a well made and compelling video."

In addition, Wertz believes QR codes may have a very positive impact on the printing industry. This is because QR codes are printed, which in turn can increase sales.

"For example, take a trip to your local mall," he encouraged. "Imagine printing a large format poster for the Gap store, with a QR code captioned: 'Scan here to see the special of the day at the Gap.' At the checkout counter, while purchasing the 'special of the day,' the customer is given a brochure with future specials. Now multiply that by the number of stores in your mall. Printing jackpot."

Finally, Wertz said introducing the technology will better relationships with customers.

"By introducing your customers to QR codes and other emerging technologies, you will be looked upon as a technology and idea resource, and be given a chair at the creative table of your customer," he noted.

Pennington agreed, adding QR codes will start a whole new product line for the printing industry. "It's a value-added product, bringing a new dimension of depth to any company's marketing strategy," he said. "Businesses will seek out information and ideas on how they can apply these codes in their marketing strategies. The new barcodes will need to be presented on business cards, brochures and marketing pieces for the companies [that] are using them. They can be printed on posters, signage and other print media as well. Our business revenue from QR codes continues to grow. It is proving to be a vital part to our business. We put QR codes on almost everything we print."

But with the good must come the bad.

The biggest disadvantage of working with QR codes is the challenge of weaving the offline and online mobile content to create one coherent marketing campaign, Pennington remarked.

"This is not something most businesses are used to doing," he said. "In this fast-growing market, it's difficult for most companies to adjust to the common use of these mobile devices. That is why we even offer turn-key solutions to print shops in this arena. We are taking the initiative to provide products that print shops can utilize to help them apply the technology to their customers' marketing needs."

Though some businesses may have just begun digesting this technology, others already have begun wondering where it will be in the future.

Roestamadji said there is definitely more potential to increase utilization for this methodology in the coming years.

"The code process may not change drastically (possibly some change to improve readability and the size codes have to be), but as business[es]/people find more interesting ways to deliver helpful, interesting and quick content to consumers then the code should continue to see growth in usage over the next five to 10 years," he commented.

Wertz guessed that use of QR codes will continue to grow substantially in the next two to three years with an immediate action taken with each scan. For instance, a QR code, when scanned, orders a product or service by using the preferences customers have pre-entered into their devices.

"As we all know, technology life cycles are getting shorter and shorter, and transactions easier and easier," Wertz remarked. "The next young Internet genius is out there somewhere, and he or she will strike soon. Just be ready to adapt and make use of it to take your business to new levels."

Pennington said QR codes will become commonplace in every marketing strategy in the near future.

"I believe you will find them everywhere in the newspaper, magazines, even packaging. QR technology will soon be integrating with mobile apps to create an endless number of uses," he noted.

Wertz had a final observation. "The printing industry has been trudging along for a few years now, stubbornly holding on to traditional products. It's great to see many print providers evolving into idea factories. QR codes are a great way to communicate with people on the go, but we must remember that the offer is still just as important than the vehicle that gets us there."