Should you use QR codes in you law firm marketing?


QR (Quick Response) codes have been popping up everywhere over the past few years. Some businesses have been in such a rush to be a part of the technological in crowd that QR codes have appeared in some fairly ridiculous places, like highway billboards and airplane banners. Who, exactly, is going to scan those codes?

Some of this over-coding is likely the result of the relative ease of creating and printing a code. Anyone can create a free QR code online – directing people to the url of their choice – that can be printed in high resolution or distributed digitally.

There has also been some buzz recently over a ScanLife study that showed scanning of QR codes increased by 157% in Q1 2012 over Q1 2011. These are impressive numbers. In context, scanning in 2011 was low, around 5% of smart phone users. The jump still represents a relatively low number.

Even with the seeming ubiquity of those little barcode squares, there is disagreement over whether the technology is useful enough to fully catch on and achieve longevity as a marketing tool. In an editorial on, Joe Barocas argues that the codes, while cool at first, can actually become a barrier to communication. If they are not placed in an easy to scan location or do not offer any reward for the scanning effort, they may actually turn people away.

Like any other marketing tool, QR codes can can be integrated into an overall strategy if executed correctly. Obviously, you firm wants to spend its marketing dollars in an effective manner. So when in the arena of law firm marketing should your firm use a QR code? CONTINUE READING

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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