Several weeks ago I traded electronic messages with Russ Cornelius of Brand Savants about the value of QR codes (QR stands for quick response), those little boxes that we are seeing all over that look similar to crossword puzzles.
I expressed my skepticism over whether they are going to take. This is unusual. Russ typically takes the role of curmudgeon on these issues.
I am familiar with QR codes because I recently worked on them with a client. If you have a Smartphone with a QR code scanner (downloadable for free, although the app now comes standard many new phones), you activate the app. Your phone then looks like it is in camera mode and you scan the QR code. Don't try to take a photo like I did. Once the phone has a lock on the QR code, it automatically captures it and opens the message that has been programmed in.
QR codes are typically seen in print, in ads or POP displays, but you can also scan them off a computer monitor, and I heard a rumor that there is one on a billboard on Interstate 10 as you come in from Palm Springs (talk about distracted driving!).
My doubts were many. I'm not seeing a lot of articles explaining QR codes in the mainstream media. Anyone who has a Smartphone older than three months has to download the app and even then it's confusing.
Then last week I logged into Hootsuite, a social media dashboard that I am going to use as part of the marketing effort for my novel (BTW, Hootsuite is pretty cool). After I got everything set up, I decided to get the Hootsuite app for my Smartphone. When I clicked that link, it brought up a QR code that I scanned off of my monitor with my cell phone. I was immediately taken to download site for the app for my Smartphone. Pretty cool. I was closer to being a convert.
Later that afternoon I went on the website of the upcoming Los Angeles Times Festival of Books to register for some panel discussions. I also noticed they had a Smartphone app for the event which included directions, a venue map, a schedule of events and several other features I deemed valuable. Gotta download it.
But wait a minute. They didn't have a QR code to make the process as easy as when I was working with Hootsuite.
This was an inconvenience. I had to go to my phone and manually type in the Los Angeles Times Festival of Books and then download the app. Why couldn't they have a QR code? It would have made my life a lot easier.
Okay, I'm closer to becoming a convert.
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