Page 14 - MetalForming May 2012

The Business of Metalforming
By Michael Bleau
QR Codes: Application for Machines and Promotion
You may have noticed the little Aztec-ish-looking squares appearing on direct-mail pieces, affixed to products or being used as window clings at retail stores. They’re called Quick Response (QR) codes. The codes were invented by Denso Wave in 1994 and introduced by parent company Toyota for tracking automobiles through the production process. Basically, a QR code is a two-dimensional machine- readable barcode that is easier and faster to read than tra- ditional, single-dimension barcodes.
Recently, these little codes—known for their small size and large information-storage capacity—have become readable by smart phones and popular for consumer marketing. Free QR-code reader apps for the Android and iPhone drove some 20.1 million mobile-phone owners to scan at least one code dur- ing the third quarter of 2011 (according to a study from Com- Score). While not massive by today’s Facebook- and Google- sized numbers, the use of QR codes is on a growth curve.
How can QR codes find use in metalforming? Aside from the obvious logistics and product-tracking applications pio- neered by Toyota, suppliers can use QR codes to reach out to customers, and help to make their lives easier. Information packed into the codes can include product-identification data and customer-support instructions, for example. The accom- panying table is a list of the types of information that can be encoded onto a QR code, along with suggested applications.
When using a QR code to link to a website, ensure that the site is mobile-friendly, to deliver the optimum experience and avoid creating a negative experience that damages your brand.
With QR codes, you have a unique opportunity to apply a simple, effective means of attracting attention and deliver- ing solid services to your customers. It’s also a segue into the next big thing coming down the digital-communications pike—near-field communications (NFC). NFC already has become popular with Japanese consumers who use their smart phones as digital credit cards, essentially a simpler ver- sion of a Bluetooth or Wifi network used to exchange data between two devices by bringing them close to one another.
Michael Bleau has served manufacturing and con- sumer-related industries since 1986. Prior to forming Industry Scope, a strategic b2b and b2c sales and marketing consultancy, in 2002, he held executive positions for several automation and press manufac- turers. Michael regularly consults with manufacturing companies on strategic planning, sales and market- ing, brand and product development, PR and sales- channel development.
Industry Scope
tel. 810/397-1429 mbleau@industry-scope.com www.industry-scope.com
So, if you’ve not yet joined the QR-code era, wait no longer. Download a QR-code reader (either from Apple’s Mac App Store or the Google Play site, depending on your smart phone of choice), and try out the codes provided in this column.
Enjoy! MF
QR Code Name
Type of Information
Application
Bleau LinkedIn
LinkedIn
Embed profile addressed and news feeds. Drive people to your company or executives bios. This also works with other social media, such as Facebook, Foursquare and Twitter.
Bleau Contact
Contact details (VCARD)
Embed your contact information for quick population into the readers’ address books. Added to the back of a business card, can be a convenience to new contacts.
Apple Support
Telephone number
Embed your support-service phone num- ber onto machine tags for a quick scan and autodial for assistance.
PMA membership
Website URL
Included within print advertisements to a homepage, or within product catalogs to drive traffic to more detailed information, or installation or support materials.
YouTube
YouTube video
Link to an instructional or promotional video.
Lions Ford Field
Google Maps location
Provide a quick link to a destination to allow for turn-by-turn directions.
2012 tradeshow
Event (VCALENDAR)
Make it easy for guests invited to an event to mark their calendar from your invitation, whether printed or email. Screen scanning works too.
Golden Gate
Paypal Buy Now link
Tied to catalog or advertisement that drives immediate orders of classes, prod- ucts or services.
iTunes Link
iTunes link
Make it easy for someone to find your app among the millions of apps available.
Plain Text
Miscellaneous
Other uses include encoding: Plain Text, SMS Message, E-mail Address, E-mail Message, Wifi Login (Android Only)
12 MetalForming/May 2012
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