Let’s say you manufacture or sell a product that is something more than utilitarian—something more than can be communicated with its image alone. And what if that “something” is every bit as important as the product itself? If your primary vehicle is a product catalog you make it gorgeous: engaging photographs, lyrical copy and graphic design to communicate a feeling.

That was the challenge for McPherson Guitars. The boutique maker of ultra high-end acoustic guitars has become popular with accomplished musicians not just because their guitars reflect the highest craftsmanship and exotic woods, but because they’ve become known for their exceptional sound, a quality not easily represented in a print catalog

Discovering QR Codes®

So when Mark Griffin, co-creative director of Mathews Inc., McPherson’s parent company, discovered QR Codes®, the possibilities became quickly obvious. He’d seen the peculiar square codes here and there so after scanning one with his smartphone, an idea was born.

“A guitar is a very sensory experience,” he says. “You touch it, see the craftsmanship and listen to it. But you can’t communicate that through a catalog no matter how great a designer you are. But through the use of QR Codes®, you can.”

With that in mind, he discussed the idea of using QR Codes® in the catalog within McPherson and with GLS Account Executive John LaBahn. His colleagues didn’t hesitate. Seeing a way to communicate the sound of their guitars, they jumped on board. GLS had been working with QR Codes® and integrating print digital media for some time so Mark found a knowledgeable and eager partner in getting it done.

Exploring new territory

“If I see the value in a new approach,” says Mark, “It's nice to know your printer is willing to partner along with you as you do it—GLS isn't afraid to accommodate any crazy stuff we come up with and John's willing to say 'let's figure out how we can do it.'”

Scheduled for completion in early August, production has paused to accommodate the shooting of a number of videos featuring musician spokespersons—and the sound of McPherson Guitars. When finished, four to six QR Codes® will be presented throughout the catalog, linking readers to a related video or MP3 track, each adding a new dimension to the printed page.

Mark describes a process where McPherson creative people sit down with GLS and carefully work through any potential technical issues. “We work though our crazy ideas as creative guys and get them to jibe with the technical realities.”

Lessons learned

Were technical issues found? One issue is the importance of being sure that the URLs you lead readers to are going to last. The new McPherson catalog is expected to have a shelf life of up to about three years—so he says make sure your website and related URLs are going to be stable “because now you are connecting your print to your website.” He also notes that if you are producing video, it's important to be sure that the video production compliments and integrates with the graphics and copy that surround the QR Code®.

Mark is excited about the project and although his use of QR Codes® is near the leading edge, he sees it as a technique that adds value, communicating, like their guitars, a commitment to innovation and attention to detail—along with a new sensory experience.

To learn more about McPherson Guitars, visit their website at www.mcphersonguitars.com, for more on how GLS can help you integrate digital media with your print media campaign, call your account executive.

Success Stories

McPherson® Guitars Communicates “Sensory Experience” Of Its Products With QR Codes®

Success Stories:

Creating a feeling

Discovering QR Codes®

Exploring new territory

Lessons learned

McPherson^® Guitars Communicates “Sensory Experience” Of Its Products With QR Codes®