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Presentation to the Lake Erie Shores and Islands members and advertising partners on July 28, 2011.
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The Ins and Outs of QR
The UPC Code
The UPC Code was used initially in a retail setting in 1974.
The QR Code
QR codes were developed in the mid-90’s by Denso-Wave, a division of Toyota.
The increase in QR code scanning from June 2010 to December 2010
Source: Mobio Identity Systems
1200%
The percentage of Americans who remember seeing a QR Code
Source: Austin & Williams
52%
The percentage of Americans who have scanned a QR Code
Source: Austin & Williams
28%
The percentage of people who have scanned a QR code and scanned again.
Source: Mobio Identity Systems
60%
Code vs. Code
Today, there are many competing 2D barcode systems. While QR is quickly gaining in popularity, other companies continue to promote their own systems.
QR Code ScanLife EZ Code
Microsoft Tag DataMatrix
Why Use a QR Code?
QR Codes are:• Easy to implement• Simplify consumers engagement• Give a high-tech feel to publications• Free
Downtown Cleveland Alliance
QR codes in ads and billboards give visitors and residents mobile access to news, offers and connections—so they can get moving .
The Cleveland Auto Show
At the 2011 Cleveland Auto Show, many exhibitors used QR codes to engage consumers. These included:
• Pro Football Hall of Fame• Chevrolet• Subaru
Best Buy
This tech retail giant regularly uses QR codes in their newspaper inserts and uses code extensively throughout the store to provide additional information on their products in the retail environment
Ohio Travel and Tourism
The state of Ohio used QR codes heavily in their 2011 travel planner to lead travelers to videos about the many great destinations throughout Ohio.
DigiKnow
We began including barcodes on our business cards over a year ago. Our cards deliver visitors to a mobile-friendly website where a vCard with our contact information can be downloaded.
Step 1: Is QR right for my situation?
Consider these questions before you begin a QR program.
• Do you have mobile content that can deliver to aid in the communication?
• Does the consumer have a smart phone?
• Will the consumer be scanning multiple items around or within your content?
?
Step 2: Develop Strong Content
Remember a consumer may not have their phone handy or may need to install an app before scanning. Make sure the content is compelling to satisfy their curiosity.
• Content should be:• Mobile friendly (don’t link to your
desktop site)• Related to the ad (don’t link to your
home page)• Engaging – video, interactive
content, supporting material to ad
Step 3: Generate the Code
Creating a QR code is a simple process and can be done with free tools readily available on the Web.
URL• Identify Your Target
http://www.circle44mobile.com/campaign/
Tracking• Add Campaign
Tracking http://www.circle44...utm_source=WiredMag...
Shorten• Use a URL
Shortener
http://c44.me/ad1
Code• Generate a QR
Code
Step 4: Deploy and Measure
Now that you’ve created a code, add it to your printed materials.
Thoroughly test your code in print on multiple phones/platforms before your release it to consumers
Be sure to monitor performance through web analytics, URL shortener, QR tracking software
What’s Next?
Moving consumers from print to digital will continue to be an important part of marketing for years to come.
Other technologies that can make this transition possible are SMS (text messaging) and the emerging NFC chips (Near Field Communications).
‘Modding’ Your QR Code
To take your QR code beyond the standard grid layout, you can modify up to 30% of the image to create a custom look for your QR Code
Louis Vuitton Japan
Japanese agency SET developed this QR code for a project between Louis Vuitton and Takashi Murakami.
Macy’s
This QR code was developed as part of Macy’s Backstage Pass program providing customers with tips and advice through a mobile website.
Audi Japan
Touted as the world’s largest QR code, this 500+ foot QR code was assembled by Audi for their 100th anniversary.
Questions?
For more information, contact:
Scott ChapinAnalytics and Mobile StrategistDigiKnowCleveland & Buenos Aires
[email protected] 325 1981
Get a QR reader at GetQR.net