Read. Learn. Utilize. Make the most of marketing for your business with QR codes.

Transcription

1 Decoding QR Codes Read. Learn. Utilize. Make the most of marketing for your business with QR codes.

2 Attention! While walking one day down a busy street in New York City, a storefront flyer caught my attention. The flyer itself was not anything special, except that it had a giant QR code in the middle of it. I quickly pulled out my smartphone and launched my QR code reader app to scan the code and see where it would take me. I was disappointed when my browser pulled up the company s standard website instead of a mobile-friendly site or landing page. I wasn t sure what the company wanted me to see. I quickly lost interest and the company lost a customer because the website was not optimized for my smartphone screen and was hard to navigate through. With more than half of the United States population owning smartphones, it is obvious that we live in a world of tech-savvy people. By using QR codes, marketers have yet another method of reaching out to this mobile audience to promote their business. Although a large part of the population have not seen or heard of QR codes, there will be a time in the near future where they will be as common as URLs. The key is to learn how to use QR codes properly; if companies continue to misuse them, customers will become frustrated and stop scanning them. thinkdm2.com 1

3 What Are QR Codes? Created in Japan in 1994, QR codes were first invented to help track packages and automobile parts. They are two-dimensional square images composed of black pixels. These pixels can vary in size and position and allow for different image patterns, whereas a traditional UPC barcode relies on just vertical bars of varying widths. Because of their diverse patterns, QR codes are capable of storing more information than just a string of numbers. They can hold URLs, multimedia content, contact information, calendar events, instant coupons, social media updates, GPS locations, etc. Naturally, a powerful tool like this could not be kept away from marketing departments forever. As more companies discovered the opportunities that were available, QR codes began to receive attention in Europe and are starting to become mainstream in the United States. How Are They Used? To scan a QR code, you need a smartphone with a camera and a QR code reader app, which can be downloaded for free. Once you launch the app, you point the camera on your smartphone at the code and wait for the smartphone to scan it. A few seconds later, your smartphone should display the intended message. It can launch a website in your browser, pull up an address on a map, add a contact to your address book, or even pull up a video on YouTube. QR codes can be printed at any size, from a small square in an ad or a few feet wide on a billboard. A hotel in Dubai even painted their exterior as a giant QR code! QR codes have some requirements that need to be met in order to work. There needs to be a high-contrast between the pixels and the background that it resides on, which is why the most common way QR codes are displayed are black pixels on a white background. There needs to be a clear space around the code so the QR code reader does not get confused by surrounding elements. Also, it is recommended to have a 10:1 ratio between scanning distance and QR code size. This means that a billboard 20 meters from the viewer should have a QR code displayed as 2 meters wide. thinkdm2.com 2

4 Different USES for QR Codes Since QR codes are simple to create and easy to add to a marketing plan, companies everywhere are using them to draw attention to their business. Below are some real examples of how QR codes are being implemented today. Example 1: In a store window in Belgium, a business wanted shoppers walking by to join a contest that they were running on Facebook. They displayed a QR code that directed users to the store s Facebook page, where they could immediately Like the contest and join the campaign. Example 2: A major car company hosted a scavenger hunt that led participants all over Manhattan. Participants had to scan QR codes to get a clue for the next location. The contest gave away random prizes throughout the race, and the winner walked away with a new car. Example 3: Recently on a leading late-night talk show, the host introduced his musical guest by holding a 1-ft tall QR code at his desk. Viewers were able to scan the code through the television and were directed to a music video from the band on YouTube. Example 4: At retail, QR codes are being displayed at point of purchase, in signage and on packaging. Consumers who are interested in additional information about a product can scan the code to access product demos, buying guides, instant coupons, and additional information about the product. Example 5: At tradeshows, companies can display QR codes at their booths that direct attendees to post a pre-populated tweet about the event. Employees can have name tags displaying QR codes with their contact information, making it easy to network with their customers. Attendees can also scan QR codes that prompt them to sign-up for newsletters, or contests. thinkdm2.com 3

5 An Audit of QR Code Users To give us insight into what interests the typical QR code user, we gathered information about who they are, what they are scanning, and where they are seeing QR codes. These charts show us that users are willing to educate themselves and open themselves up to promotions. QR Code Users in North America, by Age and Gender Male 36% Female 64% 5% 16% 22% 25% 22% 11% < < Age Note: Numbers may not add up to 100% due to rounding Source: Mobio, "The Naked Facts: QR Barcode Scanning in 2H-2010," Feb 9, 2011 Smartphone Users That Have Used / Seen QR Codes Actions for which US smartphone users have USED QR codes Actions for which US smartphone users have SEEN QR codes Get a Coupon, Discount, Deal 53% On a Product 56% Access Additional Information 52% Magazine 46% Enter Sweepstakes 33% Coupon 45% Sign Up for Info 26% Newspaper Ad 27% Access Video Make a Purchase 24% 23% Catalog TV 21% 17% Social Media 23% Outdoor Ads 16% Other 11% Other 11% Don t Know - 2% Don t Know - 5% (Percentage of Respondents) (Percentage of Respondents) Note: Ages 18+; among respondents who have seen and used a QR code Source: MGH survey conducted by Vision Critical, March 22, 2011 thinkdm2.com 4

6 Challenges and how to overcome them Despite their presence in mainstream advertising, QR codes are still a new technology and have a low awareness. In a study done by QR Aware, 52% of the population have seen or heard of QR codes, and only 28% have scanned one. One of the biggest challenges to overcome is that most people simply do not know what QR codes are or how to use them. The best way to combat this is to explain to the consumer what you want them to do with the code. For example, if you want the user to scan the code to get an instant coupon, you should have a call-to-action next to the QR code that reads Scan this code with your smartphone to get a 20% instant rebate. Now the user knows that these black square pixels are something that can be scanned with their smartphone and that they have a good incentive to do so. The next challenge is that the user needs to have a QR code reader application installed on their smartphone. Most mobile manufacturers do not pre-install this reader on their devices, which leaves this up to the consumer to download. Although most readers are free, this is an additional step that would deter a person from scanning your code. Depending on how you are utilizing QR codes in your marketing campaign, you can offer a direct link to users to download a free QR code reader so that they can scan future promotions. If you get the attention of a consumer who has scanned your code, you need to make sure that your QR code campaign is mobile-friendly. Many QR codes direct a user to the company s website, which presents a few problems. If your site has not been optimized for the web, it will be hard to navigate or may not work properly at all. If the user scanned the QR code because they were expecting to find specific information, they will not appreciate having to search for that information themselves. Because QR codes are often misused, many consumers have already had a negative experience which makes it less likely for them to scan a code. By explaining to them what they are scanning and taking them to a mobile-friendly location, you are creating a positive experience that will benefit your future QR code efforts. 52% have seen or heard of QR codes but only 28% have scanned a QR code with their smartphone QR codes require their own messaging. Without explaining where the code will take them, consumers will be less likely to scan it. thinkdm2.com 5

7 Integrating qr codes into your marketing efforts Because more than half of Americans now own smartphones, advertisers now have the opportunity to connect with their target audience anywhere that has a 3G network connection. They no longer have to rely on just traditional marketing tactics there is an opportunity to be creative and capture a consumer s attention anywhere and anytime. As QR codes continue to infiltrate mainstream marketing, the population will become more aware of their benefits and come to rely on them in their daily lives. Fun with qr codes That s enough reading about QR codes now it s time to try them out for yourself! First, you need to download a QR code reader on your smartphone. Then you can test scanning the three codes below. Scan to view our video about QR codes, The Secret Behind the Code Scan to visit us on Facebook! Like our page to stay connected to your favorite team! Tweet about this whitepaper and share with your colleagues contact us for a custom QR marketing plan Contact a member of the thinkdm2 team to help you put together a marketing plan with QR codes. Call or info@thinkdm2.com thinkdm2.com 6

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