QR Code buzz builds in legal marketing circles.

• Author: Alexander, James

By now, you've probably seen a QR Code on marketing collateral or informational material--a fast-food restaurant placemat, a movie poster or even a utility bill. QR (Quick Response) Codes are small, square, two-dimensional barcodes that people can scan with a smartphone to be directed to a website to take an action of some sort or obtain information. QR Codes are a hot marketing trend in the professional services world, with many applications.

There's little hard data on how widespread QR Code use is among legal professions, but it's definitely catching on. In a Vizibility-LexisNexis survey conducted last year, 35 percent of legal marketers surveyed reported that they already use QR Codes, and 86 percent of firms said they intend to use them for individual attorneys (http://infographics.vizibility. com).

QR Codes, Search and Social Media

It makes sense for law firm marketing groups and individual attorneys to use QR Codes for several reasons. The use of search engines as a primary means of conducting research is one consideration. These days, almost everyone conducts a Google search in the early stages of forging a business relationship. QR Codes can be a great early stage way for attorneys to ensure that prospective clients see the most relevant information, such as curated search results, biographical information and other data that showcases the attorney's legal credentials. QR Codes can be embedded on printed materials, including business cards, brochures and proposals.

QR Codes are also a great way to get a mobile marketing strategy up and running quickly. As nearly half of all Google searches now originate from a mobile device, it pays to make sure users reach a site that is optimized for mobile viewing. But our survey with LexisNexis indicated that only about 12 percent of the law firms surveyed had mobile-optimized websites. A QR Code service with mobile microsite capabilities can be a good solution.

"More prospective clients are connecting with the firm via mobile devices than on the web these days," said Jonathan Fitzgarrald, chief marketing officer of Greenberg Glusker, a firm with 100 attorneys. "Attorneys are traditionally a risk-averse group and usually not the first to try something new. But we all believe that being accessible is extremely important. I see QR Codes as a tool we can use to connect with our clients. I explored rolling out QR Codes on attorney business cards with some of our younger partners, who were very...