QR Codes :: 12 Steps to a Strong Campaign
Stephanie True Moss
QR = Quick Response
- Learn how they work
- What they are capable of doing
- How they can benefit both the client and consumer
QR codes are capable of using the smart phone's camera, GPS, phone, SMS, internet connection and more. They are a 'trigger' to direct someone to a marketing campaign eg: sign up for newsletter, find recipes for a product, etc.
Delta Airlines even uses this for checking in. Think of how many reams of paper you are saving.
Barcodes cannot hold as much information as a QR Code; they are just so versatile.
QR isn't the only 2D code out there. There are other proprietary 2Ds. Some can be read by most readers; others are proprietary that need their own App to read. They seems to be shifting towards multi-reading applications.
IT'S NOT JUST FOR DIRECTING SOMEONE TO A WEBSITE...
- Google / Bing :: Maps / Directions
- iTunes Store
- Facebook Likes
- Play MP3
- Tweet on Twitter
- Foursquare Check-In
- Create a vCard
- etc etc etc
Where can they go?
T-Shirts, Business Cards, Jewelry, Billboards...
Statistics of Where they are Scanned:
59.4% at home / 44% from retail store / 10% while in restaurant / 21.4% while at work...
264% increase in QR code generation
902% increase in scanning
More statistics on Stephanie's presentation slides on 12 Steps to a Strong QR Code Campaign (link coming soon) :: here's Stephanie's other presentation to WordCamp ATL 2012 on Incorporating QR Codes into WordPress
Growth in QR Code Creation
3.5years for the first million QR Codes
3 months for the next million!!!!
Think Mobile
Is your QR code optimized for mobile? If people are scanning from a mobile device, make sure that your target destination (website, sign up, etc), is mobile friendly (don't let them hit a brick wall!); NO FLASH animation on your page.
Make sure that the landing page is reduced for the direct call to action / campaign.
Make sure QR code is large and extremely visible...
Give Something Extra
Make it something that people will share. Make it fun and/or worth their while.
Nursery: put on each plant to get more information about plant care (sun, water ...)
Gillette - ie. Takes you to videos that are very entertaining. "Think creatively and consumer focused."
Some QR Readers: i-nigma : Optiscan - See Stephanie's site for QR Reader List http://qrmedia.us/qr-code-generators-list/
With some QR Codes (eg. Home Depot), they give you directions on how to get scanning app; give a 'text ##### to abcde'
Trade Shows can use it to increase engagement, brand recognition, get people to stay longer and reward for engagement.
QR Code Management
Google Analytics or Bit.ly, Google url Shortener, Ow.ly will allow you to test the efficiency of your campaign...NOTE: ANYONE can check your analytics from these shorteners. eg: http://bitly.com/digitalATL+ - to block it, use a WordPress QR plugin (QR Redirect).
Creating Campaigns
Use short codes (see above) - it may speed up the scanner readability - it depends on your scanner.
Determine your marketing purpose! Give directions for people and purpose - don't hide your intentions.
Create Code - find a creator that fits your needs; is this an event or a social media tweet, etc.
TEST TEST TEST - and let others outside your company test it with different scanners to ensure that it works as intended.
QR Code's After-Life
Take advantage of the fact that your code is out on the Internet....re-purpose it.
'Thank you for your interest - click here for the main site' - make sure that you are not changing your permalinks, urls, and such. DO NOT leave it out there with out of date information and DO NOT let them get a 404 code.
Neat Tools
Tokkers - scan to hear message. Hmm....maybe you can put it on a gift to others...when they open the gift and scan the code, they get a personal message! Cute! A business purpose might be to sent good wishes to your clients (or potential clients).
QR Combo - scan twice - 1st time goes to one place, 2nd time to another place.
-end-
