Last week, I noticed a QR code displayed on a ground level billboard that Newmark Knight Frank, a global real estate advisor, had installed in front of one of their New York City retail store properties. The QR code was set in the middle of the billboard and certainly large enough to notice, but there was no copy attached to the code in the way of an explanation or instructions (unfortunately, I did not have my phone with me to capture or scan the image). I found this strange, so, later in the day, I called the company and spoke with the gentleman who was responsible for managing this particular property. I asked him what the checkerboard symbol was on the billboard and all he said was that he himself was not sure. He said that he was not involved with the creation of the billboard, but could find out more if I wanted him to. I said thanks, but no thanks.
Forget for a moment what the QR code resolves to and offers to a person interested in the retail store site, that's not the point of this article, and just think about how ridiculous it is that information about a new and different way a company chooses to advertise and communicate with the public is not provided to the very people in the organization who interact with the public. Why would a company not disseminate this type of information to keep employees in the know? It's like a car manufacturer saying to their dealers, we have all of the information you need to answer a car buyer's questions and sell cars, but we are not going to give it to you. Who wins? Who benefits? No one.
As companies start to make use of 2D in their marketing collateral and promotional literature, etc., they should develop internal communication programs, which need not be elaborate, and simply explain to employees what 2D is all about and how the company plans to make use of it. This way, when asked, employees can be informed and speak intelligently on the subject. How very novel.