One of the challenges marketers face in an increasingly online world is how to leverage the immediacy of the Internet in print advertising beyond simply printing a Web site URL. Cleaning Systems Inc. and its Lustra division have decided to use QR (quick response) coding in a full-page ad promoting LustraShield with BDR. The technology enables readers to scan the printed code on the ad page with a mobile device using a QR code reader mobile application. Once scanned, the application will bring up the company’s Web page with more information on the product.
A QR code is a matrix bar code (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smart phones. The code consists of black modules arranged in a square pattern on a white background. The encoded information can be text, a Web URL or other data.
Although the technology was used initially to track parts by automotive manufacturers, it has been used internationally in more mainstream ways for a while and is slowly catching on in the United States. QR codes have appeared in newspapers, magazines, business cards, signs and even on T-shirts.
“With more and more people using these types of devices, we want to take advantage of the opportunity to provide readers an easy way to obtain information about our products beyond the printed ad,” said Mark Brock, Lustra’s vice president of marketing.
Brock said the company would do an initial test with the QR code and may include it in future ads depending on the results.