create & deploy your own qr codes by neal wiser

CCPA Marketing Meets Technology Series

Create & Deploy Your Own QR Codes

Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter

Agenda

A Brief History

QR Anatomy

Error Correction

About Me

Overview

What are QR Codes?

Versions

How to Make

Design Considerations

Uses

Examples & Other Uses

Best Practices

Barriers to Adoption

Abuse

Stats & the Future

QR Readers

Other Types of Codes

Analytics

Resources

Sample Campaign Worksheet

Q&A


About Neal Wiser

15+ Years Experience in Technology & Interactive Marketing

Mission: Helping businesses and organizations maximize their connections, relationships and results online

I have worked for: My clients have included:

Digital Strategist & President of NealWiser Consulting


Neal Also Does…


What Are QR Codes?

Can store significantly more data than a Bar Code

Became insanely popular in Japan - late ‘90s

Spread Globally over past few years

“QR” = Quick Response (Modern Bar Code)

Becoming very popular in USA

Wide variety of uses


What Are QR Codes?

The user has initiated contact

Implies permission

But not really the same as “Opt-In”

Example of “Permission Marketing”


A Brief History

Concept dates back to 1948

Bernard Silver, a graduate student at Drexel

Variety of technologies developed during 1960s

Developed by Denso Wave in 1994 to track car parts

First commercial use of “Bar Code,” June 26, 1974

Wrigley's Juicy Fruit gum scanned at Marsh's Supermarket in Troy, Ohio

The pack of gum and receipt on display in the Smithsonian Institution


Anatomy

In use since 1974

Bar Codes

Use only length (“X”) - NOT height

Data Limit: 30 characters Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter

Anatomy

Uses length AND height

QR Codes

Data Limit: 7,089 characters


Anatomy

Finder Pattern: Enables scanners to identify the code


Anatomy

Timing Pattern: Placed between two Finder patterns to determine coordinates


Anatomy

Version Info: Identifies QR version to determine data storage capacity and error correction levels


Anatomy

Quite Zone: Space left around the QR Code for optimal readability


Anatomy

Encoded Data: Data to be interpreted by scanner


Anatomy

Alignment Pattern: Enables distortion error correction


Anatomy

Format Info: First data scanners read. Contains code’s mask pattern and error correction rate


Error Correction

The higher the error correction level, the less storage capacity

30% leeway for poor scanning…

The “Secret Sauce,” what makes QR Codes valuable

What allows for customization


Versions

Many versions (each with different data capacity)

Version 1 contains 21 data modules

Current version: 40

Contains 177 data modules


Version Comparison

Version 1

Version 40


How to Make

What are your Goals and Objectives?

What metrics (KPI) are you going to use?

Define Benchmarks

Before you begin:

Where are you now?

Consider your strategy?

What are your tactics?

Keep asking…

Establish Milestones


How to Make

“How do QR Codes support my goals?”

If it doesn’t…

DON’T USE THEM



Contact entry (vCard), Calendar entry (vCalendar)

Play a video, Download a file*

Display a map with directions

Text, Hyperlink, Telephone number (or make a call*)

What do you want to encode?

SMS/MMS message, Email (Send message)

And more (when we discuss Uses)

*Potential security implications (more Later)



Do you have room for the Quiet Zone?

Remember, amount of data impacts QR Version

What is your output? Billboard? Package label?

What size QR Code do you want?

Size (in pixels)



(Should generally be dark and placed against a light-colored background)



(Modular materials with clear lines)



(b/t background and foreground)



(Margins)



(3 corner detection patterns must remain clear)


How to Make (Con’t)

When choosing, consider capabilities

Metrics & tracking

Error correction levels

All Generators are NOT created Equal

QR Code Generators

Generators can produce different results

Graphic customization

Select a service that will support your design and campaign goals


How to Make (Con’t)

Or, try one of these…

Google: “QR code generator”

(Get URLs from Resources Slide)



Test on multiple phones

Test on all major OSs

Test in conditions/locations where you expect users to scan

Print code (testing from monitor can cause errors)

Test, test, test

Test on multiple scanners

Considerations: lighting (day/night/reflections & glare), weather, surfaces, distance, timing, etc.)

Then, test again!


Best Practices

Manage expectations (tell people what they’re getting)

Give people contextual content (it should make sense)

Provide something very useful

The tag itself is not a call to action (yet)

Don’t waste their time with an inane experiences

Provide friendly instructions

Placement (timing & location) should make sense

Thank them for interacting with your brand

Provide backup (URLs, etc.) if something prevents usage (also allows non-Smartphone users to participate)


Best Practices

What is the destination?

Is there internet where code is scanned (subway, airplane, remote location)?

Create a mobile site (they’re using their phones)

After the Click:

Light, fast-loading graphics

Make contact with brand easy [phone, email, Twitter, Facebook]

Include clear Call to Action at destination site


Best Practices

Visiting link will display QR Code instead of the original page (just copy the image)

Cameras w/ >3 MP resolution/no autofocus cannot scan barcodes smaller than 1"x1"

Create QR codes from bit.ly by appending ".qrcode" at the end of the shortened link

Tips

Target pages using 301 Redirects so you can change links to keep content fresh


Uses

Download Contact (vCard) or event entry (vCalendar)

Play a video, Download a file*

Display a map with directions

Open a website

Uses

Send an SMS/MMS or Email message

And more…


Uses

Product Comparison Data on Price Tags

Consider promoting a "Buy Now" option (similar to self-checkout), so customers don't have to wait in line.


Uses

Feedback Surveys on Sales Receipts

Attracts attention on receipt. Dynamically generate code so that it includes transaction ID, timestamp, etc.


Uses

Interactive Custom Maps

Offer “rewards” to users who successfully “arrive.”


http://thedirectmarketingvoice.com/2011/03/16/why-unique-qr-codes-arent-just-another-nerdy-marketing-gimmick/

Uses

Storefront Windows: Encourage check-ins, offer discounts

Business Cards: Offering freebies or exclusive content

Ticketing: Event venues/Delta Airlines boarding passes

Marketing Materials: Fliers, handouts, restaurant menus

Elections: Field organizing, donations

Events: Bonus and exclusive content (concerts & movies)

Product Packaging: For instructions or customer service

Sides of Vehicles: Deliveries and government services


Uses

Video testimonial from a happy customer

Behind-the-scenes videos

Exclusive content

In-store card to allow payment at checkout

Links to social media outposts

Clues for a treasure hunt

nutritional info, drug interactions, safety data sheet

A hotline providing hope


Examples: QR Codes


Other Uses


Other Uses

Tracking food sources (where/when caught) Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter

Other Uses


Other Uses

Return lost items Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter

Other Uses


Other Types of Uses

Scvngr

Kuapay

Mobile Payments:


Other Types of Codes


QR Code Readers

iPhone:

QuickMark

Optiscan

Thousands of readers on the Market

RedLaser

Android:

Barcode Scanner


Analytics

Use services that offer analytics

Measure URLs via Google Analytics or bit.ly

Brush up on your data analysis (the story behind the #s)

You MUST measure to gauge campaign effectiveness

Measuring more than “clicks”

Where are people scanning my code?

Tells you what ad locations are effective

Tells you what time of day your customer is active

Tells you which creative is working


Barriers to Adoption

Limited public awareness/education (limited use of CTAs)

No education (limited use of CTAs)

Poorly planned and executed campaigns (turns off potential users)

Competing standards/proprietary systems

Lack of preinstalled scanners

Unclear value proposition

Abuse


Abuse

Phishing attempts

Click-jacking

Porn

Vector for malware


Stats & the Future

53% of users between the ages of 18 and 34

36% have a household income of $100k or more

68% of QR codes are scanned via an iPhone

Usage increased 4,589% from early 2010 to early 2011

Smartphones now make up 40% of cell market

56% of QR codes appear on product packaging

But…


Stats & the Future

Much easier to use (just wave phone in front of tag to initiate action)

May be replaced by Near Field Communications (NFC).

Time will tell


Resources

Twitter

http://twitter.com/TheQRCoder http://twitter.com/#!/justscanit http://twitter.com/#!/QRCodeMktng http://twitter.com/#!/qrstuff http://twitter.com/#!/search?q=#qrcode


http://twitter.com/TheQRCoder

http://twitter.com/

http://twitter.com/

http://twitter.com/

http://twitter.com/

Resources

Generators http://qrcode.kaywa.com/ http://icandy.ricohinnovations.com/rocket2/ http://qrblaster.com/ http://queaar.com/ http://www.qrhacker.com/ http://justscan.it/site/welcome http://www.youscan.me/ http://delivr.com/ http://en.unitag.fr/qrcode http://customqrcodes.com/ http://www.beqrious.com/ http://www.qrstuff.com/ http://www.sparqcode.com/ http://www.socialqrcode.com/ http://www.paperlinks.com/


http://qrcode.kaywa.com/

http://icandy.ricohinnovations.com/rocket2/

http://qrblaster.com/

http://queaar.com/

http://www.qrhacker.com/

http://justscan.it/site/welcome

http://www.youscan.me/

http://delivr.com/

http://en.unitag.fr/qrcode

http://customqrcodes.com/

http://www.beqrious.com/

http://www.qrstuff.com/

http://www.sparqcode.com/

http://www.socialqrcode.com/

http://www.paperlinks.com/

QR Code Campaign Worksheet Campaign Name: QR Codes Client: Company Name

Campaign Start Date: 11/10/11 Key Contact: Joe Smith

Campaign End Date: 12/31/11 Contact Info: (215) 555-1212 x10

Objectives Sell more CDs, MP3s, DVDs and swag

Increase fan awareness

Goals: Convert 1000 Prospects (join fan club)

Sell 500 DVDs

Targets: College Ed. Men 25-35 Metrics (KPIs): Clicks, Forms completed, New Club members

Benchmarks: 100,000 sold YTD Service Provider: Google Analytics

Placement: Stadium

All venue doors & posters

Client offering space on programs and posters

Opportunities/

Limitations:

There are large banners next to concessions where

people will have time to scan

Not allowed to place on emergency exits

Strategy: Place QR Codes on all available doors, signage and

marketing collateral

Tactics (Primary): Multiple tactics describing various implementation for

codes and usage

Milestones: Contract Signed Date (xx/xx/xx)

Artwork approved by client (xx/xx/xx)

Art Submitted to Printer (xx/xx/xx)

Proofs Due (xx/xx/xx)

Event Date (xx/xx/xx)

Tactics (Secondary): Additional tactics to be discussed with clients

QR Code Type (Version): V. 2 Code

Generator/Service:

www.servicename.com

Code Location/Format/Venue: Ads

Tickets

Posters

Flyers

Programs

Cups

Bags

Clothing

QR Content: Ads: Target: Website (www.URL.com)

Tickets: Target: Online Community (www.URL.com)

Posters: Target: Website (www.URL.com)

Flyers: Target: Website (www.URL.com)

Programs: Target: YouTube Channel

(www.URL.com)

Cups: Target: Website (www.URL.com)

Bags: Target: Website (www.URL.com)

Clothing: Target: Website (www.URL.com)

Artwork: Asset info Call to Action: Ads: Scan for Event Info

Tickets: Scan to join the club

Posters: Scan for Event Info

Flyers: Scan for Event Info

Programs: Scan for Exclusive Content

Cups: Scan for 25% Off Coupons

Bags: Scan for25% Off Coupons

Clothing: Scan for Website

Back-up Info: Friend us on Facebook.com/Band Recommended

Scanner:

Scan with ABD App (Download from www.URL.com)

Fulfillment: Videos, Coupons, Exclusive content details

Apps Tested: ABC, ATT, Google, MS. Etc. Phones Tested: iPhone 4 & 4S, Droid HTC, Nokia

Connectivity at Venue: Free Wi-Fi (300 Simultaneous streams) Weather Conditions: Partially covered arena

Other Considerations: Venue will not allow QR on staff shirts, but will allow

staff to wear badges with QR

Notes: Client is very helpful, but has some limitations with

what they’re willing to help with.



Contact If you have any questions about the services I offer or this presentation, please don’t hesitate to contact me at any of the channels below. I look forward to hearing from you. Neal Wiser President, Neal Wiser Consulting •Digital Strategy •Social Media Strategy •Social Media Campaign Management and Campaign Management Training •Social Media Corporate Policy Development •Social Media Monitoring •Interactive Marketing Strategy and Campaign Management •Online Community Development, Management and Training Contact: web: NealWiser.com c: 267.872.2013 email: [email protected] im: NealWiser (aim) skype: NealWiser Find, Friend or Follow me online: Twitter: @nealwiser LinkedIn: http://www.linkedin.com/in/nealwiser Facebook: http://www.facebook.com/nealwiser Google+: My Google Profile

http://www.nealwiser.com/

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https://plus.google.com/u/0/109079530521985175164

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