Will QR Codes Make A Comeback?


By: Ceci Dadisman

Remember when everyone said that QR codes were the next big thing? All of a sudden, it seemed like every piece of printed marketing material included one.  However, QR codes had one major flaw: you had to have a separate app to read them. This turned out to be a real dealbreaker for most smartphone users in the US.

That might change with the release of iOS 11.  It includes the ability to scan QR codes right from the camera app without the need for any additional software.

Here is what a recent article in Techcrunch had to say about it:

QR codes have been declared “dead” repeatedly by analysts and tech media, but Apple building it into the iOS 11 camera (and enabling it by default, as they have done with pre-release builds including the current GM candidate) has the potential to resuscitate the tech and even make it mainstream in North America, even though all past efforts to do so have come to nought. It’s still an undoubtedly useful technology – there’s no other way to quickly and easily build the equivalent of ‘real world links’ into objects and signage.

Arts organizations could use QR codes in a myriad of ways:

  • Link the code in a print ad to your event landing page
  • Feature them in the program book so audience members can access behind-the-scenes content
  • Have one on each event page in your season brochure that links to a promo video for the production
  • Print them on signs in the lobby as a part of an enter-to-win contest
  • Instead of a coupon code, print a QR code on a sale postcard that leads to a landing page with discount information

The potential is so great here, I think I would be willing to give them a second try.  Would you?

Will QR codes make a comeback

Ceci Dadisman
Ceci Dadisman
Ceci Dadisman is a marketing professional with more than 15 years of experience creating effective communications campaigns utilizing innovative, forward thinking methods. She is nationally recognized as a leader in digital marketing and specializes in multichannel communications campaigns. A frequent public speaker, Ceci’s recent and upcoming engagements feature national conference appearances at NTEN, Museums and the Web, National Arts Marketing Project, Arts Midwest, American Alliance of Museums, OPERA America, Midwest Museums Association, and Chorus America in addition to many other local and regional events. Known for her easy-going and vernacular style, she creates open learning environments with an emphasis on information sharing and useful takeaways. She is a member of the National Arts Marketing Project Advisory Committee and the West Virginia University College of Creative Arts Visiting Committee, and is a mentor in West Virginia University’s Creative Consultant program. She also teaches the arts marketing course at West Virginia University’s College of Creative Arts and is on the faculty of Chorus America’s Chorus Management Institute. Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University’s College of Creative Arts. She currently lives in Cleveland, Ohio.
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