SMART DESIGN

78 | L&L
Qreate
JOHN FOLEY JR, CEO of
Interlink1 and GrowSocially, looks
at profitable ways of incorporating
QR codes into your client’s printing
initiatives
In order to sell a QR code effort, you
may first need to convince clients of the
possible benefits it could offer them.
Consumers look to the label to provide
additional information such as nutritional
listings, ingredients, and recipes. While
you may be able to fit some of that
information on the label, space is limited.
Your client may not want to invest in an
extended content booklet, or a peel and
reveal label. When those situations arise,
a QR code could be the perfect answer. It
could easily direct the consumer to more
information on their smartphone.
That leads us into another selling
point for QR codes. The growing mobile
audience means there’s a very good
chance the majority of your potential
consumers have a device that will allow
them to engage with you via QR codes.
MORE VALUE:
BUILDING MOBILE WEBSITES
While a QR code can incorporate a
large amount of data – up to 4,000
alpha-numeric characters – it doesn’t
mean that it should. QR codes work
best when they direct people to
mobile-websites that provide additional
relevant information.
This is where I think that printers have a
tremendous opportunity to make money.
Marketers everywhere are hearing the
buzz that mobile is hot. They need to
create mobile-optimized online content
as quickly as possible. And that is where
they need a converter’s assistance.
In addition to selling the QR code,
conerters have the opportunity to sell
them the mobile website that will provide
consumers with more information about
their product.
The mobile website can contain text,
images, videos, links to social networking
profiles, and more. It also could contain
a form that allows consumers to request
more information about the product,
or simply sign up for the company’s
newsletter.
LABELS&LABELING
SALES EXAMPLES
Here are five value-added examples
where you could offer QR codes and
mobile websites to your clients:
FOOD
If the client’s product is a pasta sauce,
the code could direct people to a site
that lists recipes and food pairings. The
site could also offer links to the client’s
social networks, online storefront, and
newsworthy stories.
AFTERMARKET AUTO
PERFORMANCE
The QR code could direct people
to a video of a car that had that part
installed. When a consumer scanned
the code at the parts store, they would
immediately see how the part performs,
read client reviews, or browse through
technical specifications.
Aftermarket parts manufacturers
could also utilize a QR code during the
installation process, directing people
to videos of installation tips.
WINE
This is a great opportunity for
something that I call a ‘Shelf Talker’.
This is a tag that would be slipped
over the neck of the bottle. The tag
would have a QR code printed on it that
would direct the consumers to a mobile
website. The winery could use the
mobile website to tell the story of their
winery/vineyard. It could contain text,
pictures, and videos.
Not only can the ‘Shelf Talker’ create
attention for the wine bottle, it also can
connect the consumer directly with the
folks behind the wine.
COUPONS
In many cases a coupon label is an
instant redeemable coupon (IRC)
that the consumer can remove after
purchase. Your clients more than likely
have you print a 1D barcode that could
be used at a point of purchase.
If a QR code was used in place of the
1D code, the consumer would be able
to scan the code and be directed to a
mobile website. There, they could make
a purchase, redeem a rebate, sign up
for a mailing list, or maybe even watch
a video.
REPORTING
Not only do QR codes enable
converters to tell a client how many
people are scanning them, they’re able
to give them feedback on the general
location of the scan and the date and
time most scans are occurring. This
is important because it lets your client
know when and where their product
is being reviewed and hopefully
purchased.
Go to http://
QReateAndTrack.com
for more information on
QR codes.