This document discusses Quick Response (QR) codes, detailing their functionality, types of data they can hold, and potential applications for marketing and information sharing. Despite their capabilities, the document notes that only 5% of American mobile phone users have scanned a QR code in recent months, highlighting challenges with implementation and user engagement. It emphasizes strategies for effective QR code use, including simplicity, clear messaging, and mobile-friendly content.

1. The QT on QR: Using QR Codes
John Chivvis, Texas A&M AgriLife
Jennifer Shike, University of Illinois, College of ACES
Melea Licht, Iowa State University
NAADA Virtual Coffee Break • April 10, 2012
aglifesciences.tamu.edu

2. What they are
• Quick Response Code
– 2D matrix barcode
– Originally designed to track auto parts
– Holds more data than traditional UPC barcode
– 4 types of data
• Numeric, alphanumeric, bytes/binary, Kanji
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3. How they work
• Require a reader app
• Read, decode,
process.
• Not just off/on but the
combination (pattern)
– Holds much more data
• More information, more
complex patterns
Phone Email address Web URL
number
aglifesciences.tamu.edu

4. How they can be used
• Use anywhere to provide more • Including:
– Website URL
information. – YouTube Video
– Google Maps Location
– Twitter
– Facebook
– LinkedIn
– FourSquare
– iTunes Link
– Plain Text
– Telephone Number
– Skype Call
– SMS Message
– Email Address
– Email Message
– Contact Details (VCARD)
– Event (VCALENDAR)
– Wifi Login
– Paypal Buy Now Link
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5. Do they work?
… but according to Forrester Research, only 5% of American consumers who own mobile
phones report actually ever scanning one in the last three months.
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6. Where they don’t work
• Physical
– Distance
– Coverage
– Scaling
• Strategic
– Poor implementation
– No added value
– No endpoint
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7. Marketing Strategies
• Offer value.
– Make sure it’s something I would want to get/visit.
– Don’t copy same info from QR source
• WWMUD (What Would Mobile Users Do)?
– Think about smartphone users and devices
• Geolocation
• Calendar
• Contact info
• Coupon/discount
• What’s the call to action? Why should they scan?
• Remember who your audience is.
• Tracking/measurements.
aglifesciences.tamu.edu

8. Production Strategies
• KISS (Keep it simple to scan)
– Simple URLs, shorten links if too long
• Scale appropriately.
• Don’t produce in a vacuum.
– Remember the endpoint.
• Make sure your Web page is mobile friendly
• Make sure your video isn’t in Flash
• Test it out.
– The absolute simplest way to prevent 90% of problems.
• For both production and marketing.
aglifesciences.tamu.edu

9. Resources
• Learn more:
– http://mashable.com/follow/topics/qr-codes/
• Generators:
– http://qrcode.kaywa.com/
– http://www.qrstuff.com/
– http://goo.gl/
aglifesciences.tamu.edu

10. CONTACT:
John Chivvis, Associate Director of Communications
Texas A&M AgriLife Communications
chiv@tamu.edu • (979) 458-2677
aglifesciences.tamu.edu