Tag Archives: qr codes

QR Codes Aren’t Dead, Just Badly Beaten

QR Code Hit or Miss

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Editor’s note: Torsion Mobile kicks off a daily feature – QR Code Hit or Miss (check it out). We are gathering QR Code uses large and small and analyzing them for effectiveness.  Our goal is learning from both successes and mistakes already made in deploying a key component to the future of mobile marketing. What follows is some observations about QR Code use to date by Torsion Mobile’s Chief Marketing Officer Brooke Benschoter.

After recently spending a few days with some of the best and brightest in the advertising agency world at the BOLO 2012 conference — it dawned on me that QR Codes are getting a bad rap. A few of the folks I was with actually blamed a QR Code for the failure of a campaign they had launched for a client.  Some declared they were giving up QR Codes and would never use them again. All I can say, as the mobile explosion is about to go off, is that is like giving up print or online in the advertising and marketing tool box. And as a fellow marketer, I have to ask — who in their right mind would do that?

The QR Code or the Quick Response Code was invented in 1994 to track the manufacturing process at Toyota – Japan. It wasn’t until about 2009 that anyone thought to use it in marketing or more specifically, to tie the world of print and internet together at time when they were clearly going head to head for a share of the marketing and advertising dollars spent.

Is Slapping a Strategy?
If you look at the use of QR Codes since that time, they are often slapped on materials from t-shirts to freeway billboards (now come on, scanning at 65 mph?) with little thought to the strategy and what experience actually scanning the code delivered to the end user – the customer – the person we are all here to persuade to do something.

Many brands were guinea pigs for the mindset that just using QR Codes was enough to make the brand appear cool. No thought was given to the landing page or website the consumer would be experiencing.  When QR Code-driven campaigns failed, it was the fault of the odd little square rather than the creative and account management people at agencies who made the decision to use the tool in the first place.

Time for Honesty
No marketing executive would use any other tool in his or her toolbox with such lack of regard or gay abandon.  No advertising guru would place a billboard or buy a radio spot without thinking about what exactly the purpose was and what the expected return on investment would be. Perhaps because QR Codes cost little or nothing but ink to deploy, decision makers diminished the investment as well. Using a disruptive technology for the sake of disruption is poor judgment, no matter what business you are in.

QR Codes are finding their way into other areas of life as businesses see them as a strategic way to deliver information, take orders or connect with their target customer on a more operational level. QR Code integration may well be led by the commerce that will be generated as mobile use grows.

If we are honest with ourselves as marketers, we had the first chance and we blew it. To have a “do over,” we need to be educating consumers, telling them what they will get by scanning a QR Code, offering the a url to type in if they prefer and then delivering a quality mobile experience once they get there.

I believe we advertising and marketing people owe the QR Code an apology and more importantly, a second and more strategic thoughtful chance.

Brooke Benschoter, APR has more than 25 years of experience in communications and integrated marketing including award-winning branding, advertising and public relations with organizations such as Pioneer Hi-Bred, Meredith Corporation, ITAGroup, National Pork Board and Drake University.  Her career started in broadcast journalism as a reporter, producer, and anchor and grew to include agency management and consulting experience at what is now Meyocks Group and Strategic America.  Brooke calls herself a branding geek, having worked with brands that include Kraft, Home Depot, Compaq Computer, Better Homes and Gardens, Tone’s, Frito Lay, USS Iowa, and Mary Engelbreit. Most recently, Brooke was Senior Strategic Consultant for Strategic America, a premier channel and field marketing agency.

 

via 2d code

A Large QR Code Made of Entirely of Coins

QR Code Hit or Miss

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Phot0o via 2d code

An Estonian bank set a new Guinness Book of World Records for the largest mosaic made up of coins. 53,757 Euro  5 and 10 cent coins went into the image of a bank card that included a QR Code – which actually resolves when scanned. Reported on 2d Code, the feat was was accomplished in eight hours by 412 SEB Estonia Bank employees. This is apparently the 5th world record set by the bank.

Seoul Retailer Innovates with QR Code Shadows to Deliver Discounts

QR Code Hit or Miss

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Image from springwise.com

Just when we think we’ve seen every possible QR Code implementation, something new comes around.

This time it’s from Seoul where springwise.com reports on a retailer used QR Codes constructed out of physical blocks. These “3D” QR Codes can only be scanned when the sun is at a certain angle – during a certain part of the day. A part of the day that just happens to coincide with the retailers slack time.

Regina Gauer, who spotted the 3D implementation, reported, “Dubbed “Sunny Sale,” Emart’s effort involved setting up a series of what it calls “shadow” QR codes that depend on peak sunlight for proper viewing and were scannable only between 12 and 1 pm each day. ”

How to Use QR Code Campaigns With Mojaba

QR Code Hit or Miss

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QR Codes in a garden landscape

Connecting the physical with the digital - Two Rivers Landscaping uses QR Codes and Mojaba to show off completed projects and market for new customers.

QR codes are so popular these days, you’re bound to run into a few every time you step outside. They’re useful in so many marketing campaigns and can immediately connect a consumer to a business just with a smartphone scan.

Since anyone scanning a QR code will scan with a phone, the best possible experience for the user is one that is built specifically for mobile. So why not build a Mojaba mobile site for your client’s next QR code campaign?

You already know how easy it is to build a site in Mojaba, but did you know that Mojaba also generates QR codes for published sites? And not only the home page, but Mojaba provides a QR code for every panel of your mobile site. So you can design a landing page specific to the QR code campaign, print out the custom QR code, and display it anywhere you’d like.

Take a look at this QR code campaign built for a local landscaping business. A simple laminated sign on a stake shows branding, contact information and a QR Code. Someone walking by the garden can scan it to see who did the work. On the mobile-optimized site, they’d find useful information like services provided by the landscaper and how to contact them.

This is a great example of how mobile users get information on the go. Make it easy for them to find your client by meeting them on mobile.

See a great example of QR codes and mobile sites in action? Let us know in the comments below!

QR Codes vs. SMS: Determining Value Between New and Old

QR Code Hit or Miss

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QR Code scanning is emerging, SMS is the has-been. How do you determine value for your clients?

SMS sometimes get a bad rap. We’ve all seen those annoying “Text 1212121 TODAY to reveal the name of your true love!” And American Idol and other voting shows make use of SMS for viewers’ picks. These two prominent uses may have contributed to labeling SMS promotions as voter-based, trivial or old-fashioned.

And with increasing smartphone penetration and the advent of QR codes into the public eye, SMS may seem even more outdated. Why text when you can scan, tweet, message, post, blog, email, share — all from your phone?

So the question of the day is: Are QR Codes replacing SMS? Despite the obvious evidence, we say not yet — there’s still room for SMS.

Here’s what we found from Mobile Marketer.

Nowadays consumers cannot go a day without seeing a QR code – whether it is on a magazine page, billboard or bus shelter. In past years, SMS calls to actions were seen just about anywhere.

QR codes are still somewhat novel. With greater smartphone adoption, more users are able to (and want to) scan codes. And they have ample opportunity to do so. Increasingly, instead of incorporating SMS into their mobile strategies, many marketers are simply using QR codes to encourage users to visit a site.

But there are pros and cons to both campaigns. QR codes can lead to a number of things: mobile websites, video, giveaways, surveys, etc, but they don’t take feature phones into account. There is still a large portion of mobile users (over 60 percent) that don’t have a smartphone. These users can’t scan QR codes, but they can still use SMS services. SMS is the only non-voice way to reach the 234 million U.S. mobile subscribers, and, often, it’s much easier for a consumer to receive a text message than download a QR code scanner and scan a code. So, we say that SMS will stay relevant, even with the buzz of new technologies.

“SMS will be as strong as ever, but we will also see it placed alongside other mobile options like QR codes and the mobile Web. Offering multiple channels encourages engagement and campaign creativity, ultimately driving increased customer loyalty and overall revenue from mobile marketing campaigns.” —Doug Stovall, senior vice president of sales at Hipcricket, Kirkland, WA (via Mobile Marketer)

And it’s important to remember that mobile is shifting all the time. Already, there’s buzz around the web about a new technology called Near Field Communication, or NFC. Techies are excited about NFC’s capabilities to share information between an NFC-enabled device and an object equipped with an NFC chip. When this technology grows into its own, it could allow you to buy something by swiping your phone over it, or share schedules, contact info or maps with someone in a matter of milliseconds.

Currently, there aren’t many devices that can handle NFC communications (though it is rumored that the Windows Phone 8 will have NFC capabilities). And the even greater challenge is equipping objects — whether for retail or sharing purposes — with the NFC chip.

In the short term, marketers must learn to embrace new mobile media campaigns while remembering the value of previous ones. There will never be a time when all mobile users will have the same technological capabilities, so catering to the new and old can reach the widest number of users possible.

What are your thoughts on SMS campaigns? QR code campaigns? Have you seen good examples of both in action? Tell us below in the comments.

[image via Email Marketing Blog]

QR Codes Lead to Sales: Help Your Clients Use QR Codes Effectively

QR Code Hit or Miss

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torsion mobile qr code

Reportedly, half of smartphone users have scanned a QR code in their day. That’s a fairly predictable stat. But  what’s more impressive is how consumers use QR codes to make a purchase is impressive:

18 percent of QR-code shoppers make a purchase after scanning a QR code.

QR codes have been dismissed for a few years as that new technology that isn’t quite reaching its full audience potential yet. But that seems to be changing, as more people buy and use smartphones —and as QR codes have cropped up absolutely everywhere. (Although Mobile Commerce Daily reports that only 21 percent of smartphone owners know QR codes by name). Over 70 percent of QR code users find them easy to use — and that’s impressive, considering most folks don’t even know what they’re called.

The other impressive stat is that only 41 percent of people who use QR codes found the information to be useful. Often times, QR codes don’t lead to mobile-friendly websites, which can cause a user to abandon a site shortly after scanning.

QR code growth and a vast pool of sites to optimize for mobile is good news for marketers. There’s huge potential to make use of QR codes for your clients — as long as they lead to mobile-optimized websites. Marketers can help their clients use new technology to rake in business with a sleek and effective process (and by building stunning mobile sites).

Mojaba websites make a great user experience on mobile — especially when they’re accessed via QR code. The end user has an enjoyable experience by first scanning a QR code (let’s face it — scanning is fun). Then they’re taken to a site that is easy to navigate and visually pleasing. It’s made custom for their mobile device. Then maybe — just maybe — this visitor will be part of the 18 percent who makes a purchase.

Mojaba QR Code Selections

Mojaba automatically creates QR Codes for the mobile website and all panels. Download them to use with printed materials, brochures, point-of-sale and other contexts.

To see how your client’s QR code could lead to a mobile-friendly Mojaba site, sign up for our Beta program.

Torsion Mobile CTO to Speak to Marketers on Effective QR Code Use

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Cade Cannon

Torsion Mobile CTO Cade Cannon has been invited to speak about effective QR Code use to the American Advertising Federation of Shreveport-Bossier on Thursday, October 27.

With the ability to encode web URLs, text, geo-coordinates, address cards and more into an easy-to-print form, it’s no surprise that QR codes have fast become a popular form of communicating information to people everywhere! Join us on Thursday, October 27 as Cade Cannon of Torsion Mmobile explains what exactly a QR Code is, where and how they should (and should not) be used as well as how to maximize their effectiveness for your clients and promoting their brands.

The event is open to non-members of the AAF chapter and admission ranges from $25 to $35 and includes lunch.

For more information, visit the American Advertising Federation of Shreveport-Bossier website.

Some New Twists on QR Code Placement

QR Code Hit or Miss

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A couple of novel uses for QR Codes have come to light in the past few days. “Novel” doesn’t necessarily mean “effective” however. These three examples do provide some lessons for marketers from head scratchers to cutting edge.

Image via brandchannel.com

1. The “Are They Serious?” Placement

Robin of the McLellan Marketing Group found the post about PR company that will put a giant QR Code on your office’s roof. The idea is to the QR Code embedded into the satellite photos used by Google Maps and Google Earth. The firm, Phillips and Company markets this as their “Blue Marble” service, which starts at $8,500. The use context is, I guess, that people would be looking at satellite images on their PC, see a QR Code on a building and whip out their mobile phone to scan the code. This assumes, of course, that Google doesn’t write some code to delete these images from the photos – just like they delete images of auto license plates from Google Street View.

Image via The New York Times

2. The “Not Thinking It All the Way Through” Placement

The New York Times ran an articleabout new uses of QR Codes and one examples was for the lifestyle retailer Ralph Lauren. To better have the code represent the brand, Ralph Lauren embedded the ubiquitous polo player and changed the code color to blue. This made for a more pleasing visual presentation. The not thinking it all the way through comes when you scan the code. The landing page is mobile optimized, but anything else – like the product catalogs – revert to the nearly unreadable desktop format.

 

Image via The New York Times

3. The “Now That’s Interesting” Placement

The most interesting report and the main topic of the aforementioned NYT article was Home Shopping Network’s use of QR Codes as part of their TV broadcast. By displaying the QR Code when a particular piece of merchandise was shown, HSN was trying to provide a simple way for viewers to use their smartphones to get more information about the item and to potentially make a purchase via their smartphone. And indeed, when one scans the code, a mobile-optimized website is presented with product information and purchasing options. While it’s an open question as to how much of the HSN audience will use this feature, they have thought the process through and deliver a user experience appropriate for the smartphone.

 

 

QR Codes: Don’t Waste My Time

QR Code Hit or Miss

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Don’t Waste My Time.

One of the enduring rules when designing for the user experience. Unfortunately, while QR Codes are now appearing everywhere, appropriate and effective use of this technology is not a given.

When a client asks to have a QR Code placed on their print ad/billboard/web page/race car/airplane fuselage, the first question you should ask is “Why?” If the answer doesn’t have something to do with helping the mobile consumer take an action at the very moment they see the code, stop the conversation right there and talk about the following.

  1. QR Codes are used by consumers with smartphones. This is the single most ignored rule. QR Codes have to be scanned. Consumers use their smartphones (not laptop, not desktop PC) to scan the codes. If your QR Code routes the consumer to a desktop-formatted web page, one where they have to pinch-and-zoom to read the info, your QR Code implementation has FAILED. Present only a mobile-optimized web page. Anything else is wasting money. Context matters.
  2. QR Codes are most effective when they reinforce an action you want the consumer to take at the moment they see the QR Code. Comparing the features of products when they are shopping, getting information at point of sale, signing up for a discount program or getting information about an exhibit at a tradeshow are all examples that support “in the moment” use.
  3. Newsflash: not all smartphones have a QR Code reader. The best-selling Apple iPhone does not come with a QR Code reader installed. Consumers must download one from the Apple AppStore. While providing a helpful URL for where to get one might seem to be the solution, remember that the context of use matters a lot. If the QR Code is on POS signage, is the consumer really going to enter the URL, enter their store password, wait for the app to download over 3G, wait for it to install, launch it and then scan the QR Code? Really?
  4. More is not better. A catalog with six QR Codes on one page is not necessarily a better option than one. Putting aside aesthetics and readability, think through how the consumer might respond. Are they really going to break away from browsing the catalog and scan six individual QR Codes?

Effective QR Code use isn’t hard, but the details matter. Keep the above points in mind when designing the overall program and remember that context matters! With some planning, consumers will be thanking you for thoughtfully saving them time and effort.

 

Iowa-Based Grocer Hy-Vee Almost Hits a Mobile Home Run

QR Code Hit or Miss

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Hy-Vee Curtis Stone Print Ad

Hy-Vee Curtis Stone Newspaper Insert

Hy-Vee grocery stores, one of the top 20 grocers in the United States with 232 stores in the Midwest, have recently launched a marketing campaign featuring Australian celebrity chef Curtis Stone. After a few weeks of preparatory TV ads, they launched the “Curtis Stone for Hy-Vee” campaign this week. The integrated campaign hit TV (see the TV spot here), web, print and — what concerns us here — mobile.

The mobile campaign was integrated with a newspaper print supplement that was found in the Des Moines Register on June 7th. Stone’s Grilled T-Bone Steak with Chimchurri Sauce recipe included a QR code. Scanning the code brought you to a mobile-optimized Hy-Vee website. Stone’s steak recipe was then available for review.

QR Code as Part of Newspaper Insert

Hits
What we liked about the mobile aspects of this campaign was how Hy-Vee hit the main points on the mobile site and used the QR code to full advantage. We’ve recently seen many QR code implementations that took the mobile user to a non-mobile site, which represents a complete failure to understand the mode of use and what the consumer will do with a QR code.

Misses
While we applaud Hy-Vee for at least bringing mobile users to a mobile-optimized site, the site itself didn’t take full advantage of the situation. Looking at the landing page (below left), the most prominent item is a request for feedback – not a marketing message tied in with Stone and his steak recipe. Also, the link to the recipe itself is the 4th item down the list.

There is also a “My Hy-Vee” page, which is apparently some type of log-in, but the mobile page itself provides no information whatsoever as to what the feature is and why I might want to use it.

Good mobile-optimized content.

Not so good home page call to action.

The Change Up
Our advice for the next round of Curtis Stone recipes is as follows:

  1. QR Code: Take the consumer directly to the Stone recipe featured
  2. Home Page: Don’t ask for feedback – sell something or ask for the consumer to sign up for something
  3. Add in a link to the associated Stone recipe commercial on the Hy-Vee YouTube account
  4. Put the Stone Recipe button at the Top
  5. Explain and promote “My Hy-Vee”
  6. Store Finder – upgrade to use HTML5 GeoLocation to suggest to the consumer where the closest store is located

These tweaks are just that – small changes to improve the already good mobile experience and make it great. As Jason Speros of Google says, with mobile you must “Iterate, Iterate, Iterate.” And we can hardly wait for the next recipe, Curtis…