More companies are getting on board with the technology

In the past six months, quick response (QR) codes — those square patches of black and white blocks — have popped up everywhere, from the tags on grapefruit at the grocery store and plants at home improvement stores to large city buildings, billboards and truck decals. When QR codes first came out years ago, the technology wasn’t as prevalent to take advantage of the possibilities they offered. Now, as smartphones usage increases, more people may have the ability and inclination to scan QR codes for information, rather than try to remember a website or phone number off the back of a piece of equipment or truck.

According to comScore, Reston, Va., a company which conducts digital marketing research, “82.2 million people in the U.S. owned smartphones during the three months ending in July 2011, up 10 percent from the preceding three-month period.” Also, “in June 2011, 14 million mobile users in the U.S., representing 6.2 percent of the total mobile audience, scanned a QR code on their mobile device,” according to comScore.

“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” says Mark Donovan, comScore senior vice president of mobile. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”

In the construction rental industry, more companies are getting on board with QR codes, not only for marketing, but for information and safety.

Patrick Bergen, production manager/DesignWorks, JCB North America, Savannah, Ga., says JCB is in the testing stage of QR codes, but says as smartphones expand to a wider audience, the value of having QR codes on equipment could increase.

“We used QR codes this past year at ConExpo, ICUEE and the World Dairy Expo,” Bergen says. “We tend to have the QR codes on our equipment reference to our spec sheets or videos from our YouTube channel. For instance, the QR codes on the attachments for the skid-steer, those link to videos of that particular attachment in action with the machine.”

Scott Fisk, compact and light equipment marketing, Wacker Neuson Production, Americas, Menomonee Falls, Wis., says his company uses QR codes on most print ads as well as at tradeshows and events.

“Our QR codes typically link to a mobile optimized site where individuals can sign up for a free demonstration of our equipment. We also link to our You Tube channel for specific product videos,” Fisk says.

“When deciding where to place a QR code, we look at the specific audience we are trying to reach. More contractors are using smartphones; therefore, we will use a QR code in ads placed in contractor publications,” he says.

“The last couple ads we’ve run through Rental Management have included QR codes,” says Tracy Kelly, market specialist, Schaefer Ventilation Equipment, Sauk Rapids, Minn. “Our motivation is that the ARA [American Rental Association] has been educating the members about the uses and benefits of them, and we want to stay on top of current trends. The QR codes link to our rental-specific page. Our most recent QR code was product–specific. It linked to a web page for our patio heater and it had a video connected to it. The purpose of the video is to serve as a reference for our rental customers. The reason we made sure it was smartphone optimized was because many of the rental employees have smartphones. If the rental employee or customer is in the field and needs to know how to set up the heater, it’s available by phone. It’s a very quick and easy way to distribute product information.”

Dennis Von Ruden, president, General Equipment Co., Owatonna, Minn., says his company reviewed various usage aspects and the direct and indirect benefits to customers and the company before implementing its QR code program. “We made the decision to focus our QR code program as an information resource to customers. While the equipment rental industry is not generally known for being on the cutting edge of technology, our assumption is more smartphones are being used by dealer personnel and end user customers. That reinforces the core principle of ready access to information,” he says.

General Equipment Co.’s QR code is printed on the data plate (serial number tag) for each applicable product.

“When the QR code is scanned, it takes the viewer to the appropriate location on our website that allows for quick and easy selection of any of the following: To view a copy of the most current operator manual, including safety and replacement part information; to view a copy of the product literature; or to view a short video of the product in operation,” Von Ruden says.

“QR codes will be printed for the first time in appropriate locations of our master price schedule, master parts index, operator manuals and product-related DVD covers. When the QR code is scanned, it also takes the viewer to the appropriate location on our website that allows for quick and easy selection of the same information. The idea is to complement and reinforce the content of all our product support materials. QR codes are being printed on all direct mail promotions and print media ads,” he says.

“One direct intention is to help address the high turnover rate of rental dealer personnel along with the higher retirement rates of experienced employees,” Von Ruden says. “Younger people will have greater access and familiarity with smartphone technology, but also do not have the wisdom of experience necessary to rent the right product for the right application. Providing easy access to product specifications, features and benefits, service information and application assistance is a tremendous asset for increasing product satisfaction and reducing product liability exposure for both the rental dealer and product manufacturer.”

For example, if it’s a Sunday afternoon and the end user who has rented one of General Equipment’s products has a question, but the rental dealer is closed, the renter, with the QR code, has the ability to view a safety and operational information video or read a copy of the operator manual.

“The value added back to us as a manufacturer is ‘priceless.’ We can provide the end user access to operational information that will hopefully make the rental experience both successful and very positive. In doing so, we are also doing something positive to address our product liability exposure,” Von Ruden says.

Usage of QR codes is growing, but it depends on the comfort, knowledge and technology owned and operated by the user. At ICUEE, JCB’s Bergen says less than 10 people clicked on JCB’s QR codes.

“QR codes are still new. A lot of people don’t know what they are. The biggest roadblock is that users need to download an app to be able to scan the code. Download times can vary depending on the phone and the operating system. Our biggest users have Android phones and 20 percent use iPhones. As more people adopt smartphones and become more familiar with the apps, it will get easier to scan the codes,” Bergen says.

Wacker Neuson’s Fisk says the response to his company’s QR codes has been good, but not overwhelming. “Some of our customers take advantage of QR codes to interact with our brand and some do not. As with any marketing medium, we try to just meet our customer where they would like to meet us. If that is by email, by social media, by phone or face-to-face contact, we want to have the tools in place to be where they are. The same is true with QR codes,” Fisk says.

Von Ruden agrees. “In an age where 24/7 support is expected on a global basis for our types of products, the QR code process will help enable our company to provide reasonable solutions to reasonable expectations. It helps leverage the power and scope of our website. Growing a product line within any market is all about getting as much information into the hands of the customers as fast as possible in an efficient and orderly manner. QR codes are just one, small piece of a very complicated puzzle,” he says.

As far as tracking usage, Fisk says Wacker Neuson looks at several metrics when measuring the response to the QR codes and cites “unique scans” as an important factor in determining if the placement of the code was effective. “Another important factor is follow-through on the call to action. For example, did the individual sign up for a free demo? Did the individual watch the video that was linked to?”

While businesses can pay a company to track results, other rental-based companies may want to track responses to QR codes themselves. “The ability to track QR code visits is limited, especially compared to MS Tags that are designed to be tracked. I would recommend building QR codes that lead to a unique webpage so that you can take advantage of other tracking tools,” says Brittany Tripp, marketing specialist, RMI Corp., Avon, Conn.

Jill Uehara, senior marketing specialist, Wynne Systems, Irvine, Calif., agrees. “One of the best ways to measure response to QR codes is by creating a ‘QR code landing page’ on your website. This page should be unique, in that aside from the QR code, nothing else should link to this page. Then, using a tool such as Google Analytics, you can see how many people have visited that page, when and average length of time.”