This thesis was commissioned by Rovaniemi City Library – Provincial Library of Lapland. The purpose of this thesis was to create QR codes and use them as a marketing tool in Rovaniemi City Library. The testing was conducted with the partners in cooperation, Lyseonpuiston lukio and four cafes in the city. QR codes are widely used in commercial marketing, and in this thesis were tested the possibilities of QR codes in library marketing.

The theoretical background of this thesis was comprised of 6P-model of marketing: product, price, place, marketing, people and physical evidence. 6P-model is an extended form of 4P-model containing the above mentioned first four variables. In this thesis it was studied how the use of QR codes lent itself to 6P-model of marketing.

This is a project-based thesis, and the material used in testing were QR codes in self-made bookmarks, which were placed in Rovaniemi City Library, cafes and Lyseonpuiston lukio. Additionally, the testing group from Lyseonpuiston lukio received a short questionnaire concerning the use of QR codes. Moreover, the staff of Rovaniemi City Library replied to a similar kind of enquiry.

The testing group was too limited for drawing exact conclusions. However, testing QR codes linked to the services of Rovaniemi City Library was a good way of marketing both QR codes in general and also library services. The replies also included good hints for the future marketing of library services by using QR codes. The library staff was not very familiar with QR codes in general, but the replies showed enthusiasm for making and using QR codes in the library.

________________________________________ Keywords: QR codes, library marketing, 6Ps, 4Ps, marketing, libraries, Rovaniemi City Library