seems like you can't avoid them. they are everywhere nowadays. but what do they mean and what do they do? and the question that every nonprofit is asking themselves is "do we need some?"
well, that's a simple answer -- yes and no.
a qr code, by definition:
is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data. - wikipedia
their origins trace back to 1994 as a creation by Japanese company Denso-Wave. now you are asking 'what took them so long to get to America and how can i jump on the bandwagon?'. whoa nelly.
today's use of qr code requires much thought and effort. they aren't a strategy to employ because 'everyone else is doing it'. they are a tool (much like social media) that should be executed only if the strategy calls for it.
so here are some quick do's and don't for usage of qr codes, especially for nonprofits:
1. don't create a qr code that points to your website. why? you could have just provided the link. why do i need to pull out my smartphone, open up my barcode reader, snap and pic and wait when i could have simply typed in your address? it's a waste of space and your friend's time and energy.
2. do create a qr code that points to a youtube/vimeo/ustream video. why? because you couldn't put a video on a poster or business card right? correct. your qr code should feature dynamic visuals, not a static web address. (see example below)
3. don't create qr codes to point to facebook or twitter sites. why? see #1.
4. do create a qr code that points to your flickr, shutterfly, or picasa photobooks. why? because picutres are visuals and nonprofits don't have a lot of money to produce bout photo albums - but you do have enough time and resources to create a visual masterpiece online that one could easily view on their mobile phone.
and finally
5. don't do it because everyone else is doing it. perhaps your integrated marketing plan isn't sophisticated enough yet. perhaps your organization doesn't have a full time communications staffer. maybe you still haven't mastered yesterday's social media tools like facebook fan pages yet. if any of these are the case -- you don't need a qr code!
qr codes need to be created and maintained, if you don't have the resources to commit to them, don't commit. it's perfectly okay.
for more information and examples of uses of qr codes, visit my delicious bookmarks today.
