I’ve been traveling a lot lately, so my desk has become something of a dumping ground, with files, receipts, and other paperwork tossed on at random. This morning I decided to tackle the pile prior to diving into my workday, and so I started sorting through everything. Among other things, I found a number of business cards from people I’d met through the last month. I looked through each one, sorting out who I needed to follow up with, etc.
One business card stood out though. It had someone’s name, and a QR code. Nothing else. Now if you’re not familiar with with a QR code is, it’s a square code that you can scan with the barcode reader of a mobile phone. Once it’s scanned, it typically will take you to a mobile web page with more information. It’s a pretty cool technology (if fact, we’re seeing it a lot with real estate, which I think is a GREAT use.)
But it my opinion, this business card failed. Why? Because when I found it on my desk, it didn’t give me the information I needed without me having to take another step I didn’t have time for in that moment. So what did I do? I tossed the card.
And there’s a lesson here. Yes, technology is cool. There are some pretty neat things you can do to further engage people, and market your business. But don’t completely neglect what’s worked in the past in order to jump on the “new” ship. A paper business card needs to give more than a QR code, because it’s not a digital medium. It can service the digital user, sure. But it also needs to service the person reading the card in the moment.
Don’t get so wrapped up in new technology that you forget that not every customer wants to interact with you in that way. You must evaluate all the options you have at your disposal, so you reach as vast an audience as possible. That’s what truly brings success.