Quick Response (QR) codes are quickly becoming the "hot" direct marketing item in the wine industry. Much like the early 2000's blog rage, and more recently the social media craze ("if you're not on Facebook, you're nowhere!"), QR codes are popping up in our little industry like wildfire. They're starting to show up on labels, in ads, on shelf talkers, business cards, tasting room menus and more. 

Here are two recent articles on how wineries are using these handy new promotional vehicles:

Wineries Connect with QR Codes
Wine Business Monthly | August 2011
(note: excerpt only - full article in the August issue)

Smart Phone QR Codes Enter the Tasting Room
North Bay Business Journal | April 4th, 2011

And, for those statistically-minded... here are a few online reports around customer usage of QR codes:

Mobile Barcode Trend Report, Q2 2011
Scan Life | June 2011

Breaking: QR Codes Stats Revealed
The MGH Modern Marketing Blog | March 23, 2011

With consumers rapidly adopting their use, and the early stage excitement around them, now is the time to take advantage of their functionality.  Ready to take the leap? Here are a few considerations to keep in mind...

1) QR codes are simply "a means to an end" - to get the offline consumer you're reaching to an online place with more information and to extend their engagement with your product, service or brand.  Once the QR code is activated, you've moved a consumer into queue to become your customer... and at this point, it's on you to capture or lose them. What you deliver in this next engagement is critical. Consider your content. Is it relevant? Is it unique? Does it "pay off" for the efforts to scan the code? Does it provide more information? Or does it just send your new (potential!) customer to your website with no direction?

2) With the rapid usage of QR codes coming into play, many wine marketers are failing to pay attention to the very BASIC of best practices in implementation. A great article on ensuring the best user experience was recently run on Mashable. In it, the author lists 5 very basic mistakes that can - and should - be easily avoided with your QR campaign. Read the article on Mashable.com - 5 Big Mistakes to Avoid In Your QR Code Marketing Campaign.

3) Finally, like any good marketing initiative, the basic marketing disciplines must also be applied:
* Understand your audience and their needs first.
* Aim to be relevant and meaningful to those needs, through your marketing and messaging.
* Be available where they can find you.
* As with any social vehicle - aim to engage. Don't just push. Aim for them to pull you in to them.
* Don't neglect the call to action - give them a "next step" to take.

Still want to know more about QR codes, how they work and what they are? You'll find a pretty informative article on How QR Codes Can Grow Your Business, from Social Media Examiner.

Cheers!