QR Codes Are Cool Again: Turning Scans Into Sales by Cathryn Castle Garcia

A Brief History of the QR Code

The QR (Quick Response) code was invented in 1994 by Masahiro Hara, a Japanese engineer at Denso Wave, a subsidiary of Toyota. Hara was frustrated with traditional barcodes, which could only hold about 20 characters of data and required precise scanning angles. He wanted something faster and more forgiving and found inspiration in an ancient board game called Go, whose grid-and-stone aesthetic influenced the QR code’s distinctive square structure. (Incidentally, Go is a great “boat” game. You can purchase a travel version online.)

The result was revolutionary. A standard QR code can hold up to 3,000 alphanumeric characters and can be scanned from any angle. Denso Wave released the QR code standard publicly and royalty-free, which accelerated worldwide adoption.

Initially, QR codes were used exclusively in automotive manufacturing to track parts during assembly. By 2012, QR codes were appearing on everything from magazine ads to cereal boxes. Marketers were enthusiastic. But then, something went wrong.

The QR code endured death by a thousand cuts, including the need to download a third-party app before using a code, poor execution by marketers, links to non-mobile-optimized websites, and lack of consumer education.

Then, 2020 happened and COVID-19 changed everything. Virtually overnight, contactless interactions became the global standard. Restaurants adopted QR code menus. Healthcare providers used them for contactless check-in. Retailers used them to enable touchless payments. The entire infrastructure that had been missing in 2012 was suddenly in place.

Three structural shifts made the comeback permanent:

• Native smartphone scanning: Apple added native QR code scanning to the iPhone camera app in iOS 11 (2017), and Android followed. No app download required. Just point and scan.
• Mobile-first web design: The internet finally caught up. The vast majority of websites are now mobile-optimized.
• Consumer familiarity: Now we understand what a QR code is and how to use it.

Static vs. Dynamic QR Codes

Not all QR codes are created equal. Before you start generating and printing them, you need to understand the difference between static and dynamic codes.

Static QR Codes – A static QR code encodes information permanently at the time of creation. The destination URL (or other data) is baked directly into the code’s pixel pattern and can never be changed. If you print 500 brochures with a static QR code pointing to a page that no longer exists, those codes become permanently broken. Static codes are best suited for information that will never change, such as your Wi-Fi network credentials, contact information (vCard), a permanent page on your website, a fixed GPS location.

Dynamic QR Codes – A dynamic QR code contains only a short redirect URL, managed by the QR code platform. When someone scans it, they are first sent to the platform’s server, which instantly redirects them to your actual destination. This means you can change where the code points at any time, without ever changing or reprinting the code itself.

Dynamic codes also offer tracking capabilities. You can monitor how many times a code was scanned, when it was scanned, from which location, and more.

For most business marketing applications, dynamic QR codes are the right choice. The ability to update the destination and track performance makes them dramatically more versatile and measurable than their static counterparts.

How to Use QR Codes

Here are concrete examples across three key business areas:

Marketing and Promotion

• Dive center brochures and flyers: Place a dynamic QR code on printed materials that links to a current promotions page, a video of your most popular dive site, or your latest class schedule. When the promotion ends, simply update the destination. No reprinting required.
• Outdoor signage and window displays: A QR code on your storefront window, visible after hours, can link to an online booking form, a video tour of your facility, etc.
• Event marketing: At dive expos or local community events, use QR codes on your table display to instantly direct visitors to your website, a sign-up form for a free discover scuba session, or your social media channels.
• Vehicle wraps and equipment: A QR code on your dive boat, company vehicle, or equipment can direct curious onlookers to your website or a compelling video of one of your dive trips.

Sales and E-Commerce

• Equipment displays: Attach QR codes to gear on display in your retail area, linking to detailed product specs, instructional videos, manufacturer pages, or an online purchase option.
• Scuba courses: A QR code on your course catalog links directly to an online enrollment form.
• Trip and liveaboard bookings: Use QR codes in your retail space or on email newsletters to link to a booking page for upcoming excursions, with real-time availability.

Customer Engagement and Education

• Underwater photography galleries: Post a QR code at the dive site, on your boat, or in your dive center that links to a shared photo gallery or video highlight reel.
• Safety briefings: A QR code can link to a pre-dive safety video, hand signal guide, and emergency procedures.
• Loyalty and referral programs: A QR code on receipts or thank-you cards can link to your loyalty program sign-up or a referral program landing page, making it easy for satisfied customers to share and earn.
• Customer feedback: Place QR codes at your checkout counter or on post-trip follow-up cards linking to a brief survey or review platform. Easy access dramatically increases response rates.

Pro Tips and QR Cautions

Follow these tips for successful QR code marketing:

• Always test codes before deploying. Scan every code yourself, on multiple devices, before printing or publishing. Check that the destination loads correctly on both iOS and Android.
• For any marketing material that will be distributed at scale or over time, choose dynamic codes so you can update destinations and track performance.
• Include a call to action. Never place a QR code without context. Tell people what they’re about to get: “Scan for today’s specials” or “Scan to book your next dive.”
• Ensure the landing page is mobile-optimized. Since most scans happen on a smartphone, the destination must render beautifully on a small screen.
• Size your codes appropriately. A QR code should be at least 1 inch by 1 inch for up-close materials. For signage meant to be scanned from a distance, scale up.
• Don’t get tricky with designs. The standard black-on-white is the most reliable.
• Maintain your codes. Set a regular reminder to verify that all your active QR codes still resolve to the correct, functioning destinations. A broken code damages customer trust.
• Use a consistent, reputable platform. Avoid obscure free generators for dynamic codes in particular. If the platform shuts down, every code you’ve printed becomes permanently broken.
• Don’t over-rely on QR codes as your only call to action. Not every customer will scan. It’s wise to include a web address, phone number, or other contact option alongside your QR code.
• Avoid linking to overly complex landing pages. If someone scans a code to see your current class schedule and lands on a page that requires five clicks to find the information, you’ve lost them. The scan-to-value journey should be immediate.

Getting Started

You don’t need a big budget to get started. Take a look at Bitly.com and QRCodeChimp.com. Both have free tiers that offer dynamic codes and basic analytics. You can upgrade to paid for more features. I’m not a Canva user, but its free plan includes static QR codes (Canva.com). Google’s Workspace also offers free QR codes for Google Forms, Sites, and Meet (workspace.google.com).

The Tiny Door

QR codes are a proven, practical, and cost-effective tool for connecting the physical touchpoints of your dive business to the digital experiences your customers expect.

Think of QR codes as a valuable tool that gives customers a taste of what we do, like the Discover Scuba “try dive” experience. In an industry built on the wonder of exploration, QR codes act as a tiny door to a much bigger world. How will you QR code your marketing? Email me at hello@ClearStoryCoach.com.