In the Land of Steady Habits, a new technology is finding its way into restaurants, banks and even the state’s university system.
Meet QR — Quick Response — a marketing marvel aimed squarely at the smartphones that are a staple of the younger generation.
Back in 1994, Tokyo-based automotive parts manufacturer Denso Wave Inc. developed a solution to improve upon the traditional barcode. The objective was to track its inventories more efficiently.
In a typically simple and functional Japanese approach to design, the company’s software engineers created a two-dimensional barcode by intersecting the vertical lines in a traditional barcode with horizontal ones. The result was the Quick Response (QR) code — a superior barcode containing 100 times more information within the size of a postage stamp, more or less.
Since then, the typically black and white matrix has wound its way into a string of applications worldwide. But it reins supreme in Japan with Gen Y — early adapters of technology — who simply wave the cameras in their smart phones across QR codes on billboards and magazine ads, which instantly connects them online to a pool of information.
Last fall for the first time, Calvin Klein put up trendy billboards in New York and Los Angeles with a giant red and white QR matrix that masked a risqué ad.
“A QR ad campaign is meant to shock and surprise people,” says Sal Iacobucci, president of ALL Mail Direct, a marketing firm in New Britain.
Iacobucci is in the process of trying to convince his clients — mostly banks and insurance firms — to give it a try. “Of course, we can’t use the same, sexy approach with this group,” he says. “But you gotta jump in the water because almost everyone has a smart phone now.”
Nobody will dispute that the Board of Trustees at the Connecticut State University System (CSUS) is a conservative and distinguished group. Recently, the board voted to raise admission standards by 2015 at the four state universities — Central, Eastern, Southern and Western Connecticut.
Guess how they’re notifying school authorities and high school students? “We’re sending information with QR codes. This way, we can speak to students in their own language. They get the information on their smart phones and can plan on taking the classes that are required,” says Bernard L. Kavaler, assistant vice chancellor, public affairs, CSUS.
Last September, CSUS created posters with giant-sized QR codes for the first time. The image, which contained information on its new dual admissions program, was put up at malls in Manchester and Waterbury. “Both enquiries and enrollments increased after the campaign,” says Kavaler.
This May, the Connecticut Library Association is organizing a “Technology Petting Zoo” event for local librarians, which includes orientation with QR code readers.
Durham, N.C.-based StatSheet Network, a fan-centric sports site launched in November of last year, offers a free, downloadable Huskie Ball QR app, which contains a variety of information about the University of Connecticut’s beloved basketball team.
“We encode data unique to each team that StatSheet covers in a QR code. When scanned, the QR code directs the users’ phone to launch the Android Market application and then navigate to the market page for whichever team the user scanned the code for,” says sports junkie and Yoda fan Philip Kennedy of StatSheet. “From that team’s market page, the user can download the team’s app, simple as that. The response from users has been great.”
A QR code reader can be downloaded to a smart phone from Blackberry, Andriod and iPhone websites. The basic app is available free of cost. Popular, user-friendly readers for mobile devices are offered online by i-nigma, Kaywa, QuickMark, BeeTag, and ScanLife.
Last September, for the first time, Gregory Tousignant, manager at Grant’s restaurant in West Hartford, offered an interactive wine dinner based on QR technology, in collaboration with Gia Cellars of Naugatuck.
Diners scanned QR codes printed on a pre-set menu before each course, which led them to an in-house video on You Tube about the wine they’d chosen, and how their meal was made. The information showed up on their smart phone.
“The advantage is you could do it on your own time; go as fast or as slow as you want. We put the brakes on it because a lot of people didn’t understand the technology. But since last September more people are learning about it. So I’m going to do another QR wine dinner this spring,” says Tousignant.
Matteo Fagin, sales director at Gia Cellars, is in talks with two other Hartford-area restaurants to organize similar events. “This simple JPG file creates a call to action,” he says.
QR codes are not just for receiving information. It’s a tech-savvy way to provide information about you.
“For job seekers pursuing specific technology or marketing related positions, incorporating a QR code in your resume could help you stand out from the crowd. Even if the hiring manager doesn’t fully understand what a QR code is, linking a QR code on your resume or business card to your blog, LinkedIn page, or a YouTube video is another way to highlight your innovativeness and expertise,” says Tim Mullane, regional manager for Robert Half Technology, Hartford.
Maria Miranda, creative director of Miranda Creative in Norwich, whose clients include Guilford Savings Bank and Norwalk Community College, began encouraging her clients last year to consider QR.
“In the last six months, 10 percent — around 30 clients — are using it. The feedback is they appreciate the ability to clearly track what pages are being accessed by QR scans,” she says. “Where I’m finding it to be successful is when QR is integrated into social media. That is, when a code drives a user to become a fan on Facebook or a follower on Twitter. The second success is when it enables users to register for events, newsletters, coupons, contests etc. The technology offers flexibility. Once the QR code is registered with a URL in it, you can continuously change the URL,” she says. “But all this is still very early. QR is just starting to enter consumer consciousness.”