QR Connect

Frequently Asked Questions

GENERAL OVERVIEW

What is a QR code?

A quick response (QR) code is a two-dimensional barcode that can hold thousands of alphanumeric characters of information. When scanned, it can provide immediate access to relevant content on the Web or even to phone functions such as email.

How is a QR code read?

QR codes are readable by smartphones, tablets, and computer devices with an attached camera and application (“app”) that enables the reading and conversion of the code into its native element, like a website address.

How does a QR code work?

Users with a web-enabled device can scan the image of the QR code by simply taking a picture. QR will display text, contact information, or open a web page in the device’s browser.

Where did QR codes originate?

QR codes were originally developed in Japan to track parts for the auto industry. Today, they are one of the hottest new marketing trends available.

What if the person receiving the QR does not have a smartphone or other mobile device?

In order for the QR code to be used in conjunction with an Internet destination, you must have a smartphone or other mobile device with a camera to scan the code and an Internet connection. However, many organizations that utilize QR as part of their advertising will include a human-readable URL with the QR code so people can simply enter the URL into their web browser. Emerald’s QR program includes a human-readable format.

What is Emerald’s QR Connect program?

QR codes can be used for a variety of reasons depending on what the marketer is trying to achieve. Emerald’s main focus is to make our marketing tools more powerful for agents and ultimately to create a synergy between two or more marketing programs.

Keep in Touch Program

The QR Connect program has been launched with our Keep in Touch financial newsletters. Each newsletter is printed with a QR code on the cover that, when scanned, will connect the reader to additional financial content that is hosted on your Emerald website. Not only are readers getting more value from the newsletter, but more traffic is being driven to your website.

Direct Mail Invitations

All of Emerald’s dining invitations have been integrated with the QR Connect program. Prospects who receive your dining invitation will see a QR code on the inside of the invitation as well as on the back. Scanning the QR code on a smartphone or typing the special URL on a web browser will send the recipient to the page of your choosing on your website to learn more information.

Future evolutions of the QR Connect program will include developing similar connectivity across more Emerald marketing tools.

QR CONNECT FOR NEWSLETTERS

How will the QR code look on my newsletter?

The QR code will be embedded, for the most part, on the first page of your Emerald newsletter. Typically, it will be tied to a short story, chart, or graph and link to financial content that is not viewable in the newsletter. Our in-house graphic designers will embed the QR code in each issue in the most optimal location.

Why is the URL printed with the QR code?

Emerald understands that newsletter recipients may not have a device available to scan the QR code for the linked financial content. Because the information is the key, not the mechanism that facilitates the connection, it is important that readers can obtain the additional content in the most convenient manner available. The human-readable URL is intended to allow anyone to type the QR URL into his or her Internet browser and reach the destination page.

Why is the QR code URL different from my website domain name/URL?

In order for the QR process to work properly, Emerald assigns a unique URL to each client, which our system uses to redirect the visitor to your landing page. The most important consideration here is that many website domains are lengthy, and in many cases they convey the firm name for Branding reinforcement; for example, www.smithfinancialpartners.com. Our system allows for the URL to remain small (we identify it as a TinyURL) so that visitors not using a smartphone to scan the QR code will be more likely to type the address into their Internet browser.

How does the QR link back to my website?

The QR code is unique to each newsletter issue as well as to each Emerald client. Emerald will program the QR code so it can be scanned and linked to an article hosted on your website.

What if I don’t have an Emerald website?

To experience the full power of the program, you really need an Emerald website. We encourage our customers who want to utilize QR as part of their overall marketing strategy to invest in the complete program, including the agent website.

If you have a third-party website or ultimately decide that you don’t want a website, we have the ability to direct the QR content to a landing page that we will develop for you at an additional cost to the KIT/newsletter subscription.

Can the QR content be displayed on a website not hosted by Emerald?

No, it cannot. The content can be displayed only on the Emerald website or on the landing page that we create.

Will the QR content be FINRA reviewed?

Yes. The QR content will have a FINRA review letter.

Will my compliance officer be able to review the QR content?

Yes. The QR content and its FINRA review letter will be available on our CRA (compliance review application) in the same location as its corresponding newsletter issue. Additionally, compliance will be able to view the QR content in the Website Administrator.

How much does the QR Connect program for newsletters cost?

There is no cost for the additional QR code and content as long as you subscribe to one or more issues of an Emerald newsletter and also have an Emerald website. If you don’t have a website and do not purchase one, a $25 monthly surcharge will apply to your KIT subscription.

Why is there a monthly versus issue surcharge for QR without a website subscription?

QR Connect is a component to a marketing program, not an item that can be identified for a discrete purpose or usage timeframe. The goal of this offering is to:

1. Tie marketing/media approaches together — in essence, to create a 1+1 = 3 outcome.
2. Provide for information at the reader’s point of need, not when you say he or she should pay attention. The QR code on the piece has a lifespan as long as the newsletter issue itself. Your Internet presence needs to be ready to offer that information on demand.

If I subscribe to more than one newsletter title, can I select QR for one of them and decline QR for the other?

No. If you opt to utilize the QR Connect program, a QR code will be added to each of your newsletter titles.

QR CONNECT FOR DIRECT MAIL INVITATIONS

How will the QR code look on my dining invite?

The QR code will be placed on the inside and on the back of the invitation.

What does the QR code link to?

You have the ability to direct the QR code to one of the following pages on your website: Home Page, About Us, Advisor Bio, or Seminar Promotion.

What is the default verbiage?

1. Point to Home page
   Take a tour of my financial practice by visiting www.markreynolds.com or scanning this code.
2. Point to About Us page
   For more information about my financial practice, visit www.markreynolds.com or scan this code.
3. Point to Advisor Bio page
   To learn more about me and my financial practice, visit www.markreynolds.com or scan this code.
4. Point to Seminar Promotion page
   For more information about this event or to register online, visit www.markreynolds.com or scan this code.

How much does the QR Connect program for direct mail invitations cost?

There is no cost for the QR Connect program.

How do I have the QR Connect program added to my direct mail invitation order?

During the personalization phase of your direct mail campaign, your Client Support Analyst will review the optional target pages with you and you will select one of the four above. The QR code will then be added to your piece during the proofing stage and produced with the QR code upon submission to the USPS.

What if I don’t have an Emerald website?

An Emerald website is the best choice because it offers a seminar enrollment tool (if approved by your broker-dealer). However, if you do not have an Emerald website, the QR code can point to any website not hosted by Emerald.

Is the QR FINRA reviewed?

Because the QR code is simply directing the recipient to your website, the QR itself is not required to be filed. We assume that your website has been reviewed by your compliance department, and any elements requiring filing have been done by your broker-dealer. If you are using an Emerald website, all Emerald-provided financial content on the site has been reviewed by FINRA.

For more information, visit www.emeraldconnect.com/qr or simply scan our code: