Posts Tagged ‘QR Codes’

Mobile Monday – Tracking Your QR Code Campaign

Monday, November 5th, 2012

qr code trackingAfter a one week break for more timely information, the Mobile Monday column is back to talking about QR codes for one more post. We’ve discussed places to avoid putting a QR code, what sort of content QR codes should link to, and what information should be included along with the code. Assuming you’ve considered the points in these posts, you should have a complete QR code campaign. But you can’t let a QR code loose in the wild and not keep track of it. (Tweet this tip)

You need to track as many steps of a QR code campaign as possible, just as you would any other marketing campaign. Most QR code generators also have analytics, although that may require creating an account or paying for a premium account. Luckily, you can also use Google Analytics and free URL shorteners to track campaigns.

As you create and implement your campaign, keep these five things in mind in order to effectively measure the success of your QR campaign and learn what to fix for the future.

Use different codes for different tests. – Most marketers know the importance of A/B testing. Throughout the lifespan of your QR code campaign, you will probably test a few different calls to action. You’ll probably change other aspects of the campaign as well, such as where the QR code appears within the campaign copy and what other information is included. For each version of your copy, use a separate QR code, even if you are still linking to the same content. This is the best way to determine which versions are most effective.

Separate codes for separate locations. – If you are running a campaign that entails QR codes appearing in more than one medium (i.e. in print ads, storefronts, etc.), create several QR codes. Once again, even if the different codes link to the same content, this will help you determine which locations were scanned the most. Also, if one location is getting zero scans, this may clue you in to an underlying problem, such as the code not working or users not having cell service where the code is located. At the bare minimum, create different codes for print ads vs. storefronts. If you want to get really specific, you could create a different code for each storefront or each publication your print ad is running in.

Look at when people are scanning. – With a good analytics program set up, you should be able to see the times of each scan. What day of the week are the most people scanning your storefront QR code? What time of day are the most people scanning the QR code in their newspaper? By tracking this, you can learn more about your audience’s behavior and the environment your campaign is in. For example, more people may be scanning your storefront code on Sundays because that’s when there is the most foot traffic on that street. You can tailor your current or future campaigns to take advantage of this insight.

Track devices. – You should also pay attention to what mobile devices are being used to scan your QR codes. Not only will you be able to learn more about your audience, but you may be able to better optimize your campaign. If your QR code leads to a page with links to download your apps on iPhones and Androids, but none of your scans are coming from Androids, you may be able to cut out a step for the user and have the code lead straight to your page in the Apple App Store.

Compare scans to conversions. – If you are getting a ton of people scanning the code that leads to your newsletter sign-up but no one is signing up, something is wrong. The scans are pointless if users are not following through. Inspect all aspects of the campaign and analytics. Is the problem an unappealing landing page? Is the call to action unclear? Is the destination not what the user would expect from the context of the QR code? The problem needs to be identified and corrected as soon as possible.

Do you have any more tips for QR code campaigns? Share your ideas in the comments.

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Mobile Monday – A Complete QR Code Campaign

Monday, October 22nd, 2012

complete qr code campaignsThe theme for this month’s Mobile Monday column is QR codes. Many marketers think QR codes are overrated because they don’t see great results, but usually this is because people don’t use them effectively. We want to help right that wrong.

This month, we’ve talked about QR code placement and what sort of content to use QR codes with, but a successful QR code campaign requires much more than slapping a QR code next to your logo. (Tweet this idea)

For a QR code campaign to be successful, it needs to be in a good location, the actual code needs to link to interesting and mobile-optimized content, as we’ve already discussed.

But the campaign also needs things like clear directions, important contact information and URLs, and a strong call to action to scan the code.

Clear Directions (Tweet this idea)

Don’t assume that everyone seeing your QR code campaign already knows what a QR code is. Even if they are familiar with them, every QR code campaign is different and needs a set of directions that clearly state the purpose of scanning the QR code.

Directions should include the words “scan” and “smartphone,” and the fact that scanning requires a free app on your smartphone. In the past, I have been surprised to find out that the reason several of my friends never scan QR codes is because they assumed a QR reader app would cost money. In reality, most of them are free. It might seem like a tiny detail, but it may make a huge difference.

Sample directions:

  • To learn more about (insert product name here), scan this code with your smartphone using a free QR reader.
  • Scan this code with a free QR reader on your smartphone to save our contact info quickly.
  • Download a free QR code reader on your smartphone to scan this code and unlock a 20% off coupon!

Important Contact Information and URLs (Tweet this idea)

You don’t want to shut people out of viewing your content just because they don’t have a smartphone or don’t want to download a QR reader. While it may be appropriate in certain circumstances, like unlocking an instant coupon, you don’t want to exclude people from becoming fans or customers or learning more about you.

So if your QR code links to a mobile version of your website, still include the website URL; it will also be helpful for people who plan on visiting your website later. If the QR code saves your contact information in the reader’s smartphone, still list your business’s phone number and website. A QR code should never replace important parts of an advertisement, it should provide a quick and easy way to add to it.

This is especially important when it comes to entering contests. If customers think that you’re only letting people with smartphones enter to win a prize, they may accuse you of discriminating, as shown by Kate Trgovac’s anecdote.

Strong Call to Action to Scan (Tweet this idea)

“Scan this QR code!” is not a strong call to action; it’s just directions with no incentive. Marketers may love QR codes and scan most of the codes they encounter out of curiosity, but most people will not go through the effort without knowing what the effort is for.

Explain to the readers what the incentive for scanning the QR code is. What if it scans to a video trying to convince them to buy a product that they were going to buy anyway? Or what if the code saves your phone number into their contacts, when they already have it? While your QR code content may be awesome and valuable to a lot of people, it may not be to everyone. If someone scans the code and isn’t happy with where they land, they may view your more negatively than they did before.

Real life examples of QR code campaigns that are more than just a code:

  • This realtor’s ad includes directions, reasons for scanning, and an alternative URL, but makes downloading a QR reader sound more complicated than it needs to be.
  • This ad for The JFK Presidential Library and Museum has a great call to action (Shake hands…Follow the campaign) and includes the URL.
  • While the call to action for this QR code campaign is too vague, the directions are very clear.
  • The Nissan Altima QR campaign includes directions mentioning it requires an app, an strong call to action that explains what you get by scanning the code (offers, videos, etc.), and includes an alternate way to get the information (URL)

What do you usually include in your QR code campaigns? Share in the comments!

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Mobile Monday – Tips for QR Code Content

Monday, October 15th, 2012

Tips for QR Code ContentThis month, Mobile Monday is dedicated to improving your QR code campaigns. Last time, we told you where to avoid putting your QR code. Assuming that you’ve picked out a placement strategy that won’t make its viewers cringe, it’s time to take a look at what that QR code will take your audience to.

Any sort of content you decide to link to with a QR code needs to be optimized for mobile viewing, provide immediate value, and include what step the scanner should take next.

Mobile Optimized Content

A recent Mashable article states that 10% of global Internet traffic, and more people will browse the web using mobile devices than PCs in the next year. Not having a mobile website won’t be an option for much longer. It’s not an option at all if you’re using QR codes to promote your website. (Click here to tweet this idea)

Never use a QR code to link to content that isn’t optimized for mobile viewing. Ever. If, for some reason, you cannot create an entire mobile website, at least try to create a mobile-optimized landing page for your QR code campaign. There are tools for doing this, some of which are mentioned in the Mashable article linked to above.

Provide Immediate Value

Why should this person seeing your QR code scan it right now? Does it make a different whether they consume this content now, while they’re on the go and probably busy, versus at home browsing the web on a computer or tablet? If it doesn’t make a huge different, you may want to rethink the content. Any QR code should provide immediate value to whoever is scanning it. (Click here to tweet this idea)

Immediate value can take many forms. A coupon or something to save the user money is an obvious value, but value doesn’t always mean money. You can use a QR code to link to your app’s download page if that app will be helpful in the immediate future. If you post special offers on your Facebook page for fans only, liking the page has value. Value can mean money, time, information, and more, depending on your business and your audience.

Examples of valuable content:

  • An in-store QR code that links to an offer or coupon
  • A QR code in an advertisement that saves your contact information into the scanner’s phone
  • A QR code in an advertisement that gives direction to your place of business
  • A link to a landing page on your mobile-optimized website
  • A link to download your app

Include Next Steps

Marketing and advertising campaigns should always include a call-to-action, and QR codes are no different. Not only should there be a call to action to scan the QR code (i.e. Scan using a QR Scanner app to receive an exclusive coupon), but the content itself should contain an additional CTA. Include what you want the scanner to after scanning the QR code. A QR code is not a call-to-action by itself, it needs one to accompany it. (Click here to tweet this idea)

This makes it clear to the scanner what the point of the QR code is (even though it should already be apparent). It’s also helpful in case someone scans your code at one time but doesn’t actually look at the content until later. You don’t want them thinking, “This video is awesome, but I don’t remember who/what sent me to it.” The CTA included with the QR code should also explain what the code is, in case anyone doesn’t know what a QR code is.

Examples of CTAs to scan the QR code (explanation of QR code not included):

  • Save 10% on your purchase today by scanning this QR code
  • Scan this to ‘Like’ our Facebook page with exclusive offers, videos, and news
  • Use this QR code to call and place your carryout order now
  • Scan this QR code for more information about this product
Examples of CTAs in the QR code content:
  • For a coupon: Show this screen to the cashier when you make today’s purchase
  • For product information: Buy this product to (insert product’s use here)

Have you seen any great uses of QR codes recently? What were they? Tell us about them below in the comments!

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Mobile Monday – Worst Places for a QR Code

Monday, October 1st, 2012

qr codeAs QR codes continue popping up everywhere and becoming more mainstream, QR code critics have more and more fodder. So many people use them wrong, diminishing their value for those who use them right.

As Scott Stratten says (hilariously, by the way), “Every time you use a QR code for something and don’t think it through, a kitten dies.”

To counter this, we will be talking a lot about QR code campaigns this month. We plan to cover where to (and not to) put QR codes, what to include with your code, tips for when to use a QR code, and tracking the scans of your code.

Companies trying to embrace mobile marketing want to put QR codes on anything and everything, not realizing that QR placement needs to be strategic.

We’ve touched briefly on how QR code placement can backfire, specifically looking at how details matter. Sure, a QR code in your storefront is a great idea, but not when it’s so high up that it can only be scanned from the roof of the building across the street. But today, we’re going to look at places where QR codes should never, ever be.

Don’t put a QR code:

  • On a smartphone screen - Unless your target demographic is people who own multiple cell phones and enjoy having to use them both at the same time, putting a QR code in an MMS message, mobile app, or on a mobile website will not work. (Tweet this)
  • On a moving vehicle - I have seen two offenders of this rule in the past month. Do not put a QR code on your car or truck, or give away bumper stickers with your QR code on them. It’s a great way to kill people. (Tweet this)
  • On a highway billboard- Again, it’s a great way to kill people. Even if it wasn’t wildly dangerous to try to scan a QR code while driving, cars would be moving too fast to line up the shot, and the height of the code would make it difficult to scan. Which brings me to the next no-no… (Tweet this)
  • Above a basketball player’s eye level - How many giants have smartphones? Is that your target demographic? If so, go ahead and put a QR code on the second story of a building. Otherwise, the code can be a little above eye level, but the higher the user needs to hold up their phone, the more distorted the code appears in the scanner. (Tweet this)
  • In an email - The whole point of QR codes are to link users to some sort of digital content. They are for when actual hyperlinks are not possible. If someone is checking email, they’re already connected to the internet. It takes longer to open the scanner app than it does to click a link. (Tweet this)
  • On a bathing suit (or any clothing) - Let’s disregard the fact that QR codes need to lie flat and bodies tend to have curves, which can mean codes on bathing suits not scanning properly. Do you really want to be responsible for the awkwardness of someone going up to another person and saying, “Can I stare and point my phone at your butt/chest/stomach?” (Tweet this)
  • On the wall above a urinal - First of all, whipping out a smartphone and opening an app with a camera will make the other men in the bathroom extremely uncomfortable. But more importantly, what happens if the guy drops his phone while scanning the code? He will hate your brand and your QR code. (Tweet this)
  • On your skin - QR code tattoos are a bad idea. Even if it’s temporary, you will have to deal with the same awkwardness that comes with putting them on clothing. But more importantly, if you have a QR code tattoo, you’re not allowed to gain weight, age, or change your body at all for the rest of your life. If you do, the code will stretch or sag or something, and won’t scan. (Tweet this)
  • In the subway - Subways usually don’t have cell service, so put a QR code in a subway car at your own risk. Even if there is service, the car would need to be empty enough for someone to have an unobstructed view of the code wit their phone. If you want to put a QR code somewhere at the station, don’t make the scanner stand on the subway tracks to get a clear scan. (Tweet this)
  • On a tombstone - Please, please, please do not memorialize your loved ones by putting a QR code on their tombstone, as Woodland Cemetery wants you to do. That tombstone is going to be there forever, and technology changes very quickly. (Tweet this)
Where is the worst place you’ve ever seen a QR code? Let us know in the comments!

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Mobile Monday – QR Codes in Real Estate

Monday, August 6th, 2012

We’d like to introduce you to a new feature on the eZanga blog: Mobile Mondays. Every Monday, we will post something related to the mobile industry. The specific topics each week from new iPhone news, updates on mobile operating systems, cool mobile apps to check out, and more.

This week, we are going to talk about something we love talking about: QR codes. If you’re not familiar with QR (quick response) codes, you can read our Introduction to QR Codes.

Most people think of QR codes as a way to get to a company’s website or Facebook page quickly and easily while they are on the go, or possibly as a way to get coupons or deals at their favorite stores. But the retail industry is definitely not the only one that can and should embrace QR codes as a way to engage customers. The two examples above are probably two of the most basic, unimaginative ways to use a QR code in your mobile marketing plan. So let’s look at a few ways QR codes can be used in the real estate industry.

Get possible clients to contact you. - QR codes can be a no fuss way to save your contact information into someone’s phone. Several QR code generators give you the option of creating a contact details card, also known as a VCARD, that contains information such as your name, phone numbers, and email addresses for the scanner to save into the phone’s contact list. These can be helpful with stationary listings or advertisements. Scanning the QR code and saving your contact information makes it less likely that they will forget about the property once they walk away.

Get prospective buyers to the property. – Did you know that QR codes can be used to activate the navigation app in the mobile device scanning the code? When creating the QR code, instead of entering a URL to take the scanner to, you can enter a street address or the latitude and longitude of a property listing to open in Google Maps or the phone’s map/navigation app. Then put the QR code in advertisements and listings for the property. Those who see the listing and are interested in the property can then scan the QR code and get directions to visit the property in-person.

Give a virtual tour. – Say someone is walking down a street and sees a home for sale. They can see that it’s beautiful on the outside, but what about inside? They may want more details before they decide they want to get in contact with you. A QR code can link to a video tour, photos, and floor plans of the property. To make sure the QR code provides added value to those who scan it, make sure the content that the code leads to isn’t just a reiteration of the listing or ad the QR code is in.

Share the listing. – Real estate decisions are rarely made by one person and one person only. Even when someone is buying a home for themselves, it’s likely they are going to look to family and friends for their opinions. Make it easy for your prospective buyer to share your listings with family and friends. You can create a QR code with an email message including a quick message that includes a link to the online listing. Don’t be afraid to get creative with the message! Make it so that all the viewer needs to do is enter the email addresses of those helping make the decision.

If you’re convinced that QR codes can enhance the real estate industry, most QR code generators are free and have several format options to meet your needs. QRstuff.com is one example of a generator that supports all of the ideas we have discussed today, but most of the popular generators should have these options, as well.

If you’re a realtor, have you ever used a QR code? Tell us how in the comments!

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How to Help QR Codes Catch On

Thursday, February 23rd, 2012

When it comes to QR codes, people seem to either love them or hate them. Marketers usually think they are either the holy grail or the plague. The QR-lovers argue that they are still in their infancy in the United States and just need more time to be adopted by the masses. Those on the opposite side argue that they will never catch on because the “work” of scanning a QR code on a smartphone and the reward granted are not balanced. Well, I think both sides are right.

As they are used now, QR codes won’t last. People have the wrong idea about what they are. I have heard people describe QR codes as “a fast way to get to a website or Facebook page on your phone” and “a way to get coupons.” True story: a friend of mine had heard about a contest that involved scanning a QR code to enter a contest. When we encountered another code in a storefront, she scanned it and wondered what the contest was and if her entry worked. She thought their only purpose was to enter contests. Basically, most people still have no idea what QR codes can really do.

As much as this may make you want to shake your head at these silly people, it is not their fault. I think QR codes are one of the most misused marketing tactics out there. QR codes are beginning to pop up everywhere, but only a small number of companies have a thorough understanding of how to use them effectively. Smartphone users are more likely to encounter a worthless QR code than they are one that actually exemplifies their potential.

If you want to QR codes to stick around, then work to change the public perception of QR codes. Yes, many people still see them as a novelty, but using them that way will just ensure that they die a quick death in the U.S. (they are more popular in other countries). I’m going to leave you with a few requests that will hopefully resonate with other people too:

  • Please only use a QR code to give the scanner information that they will want or need at the time of scanning. Do they really need to like your Facebook page while they’re walking down the street, or can it wait until they get home? QR codes should have an immediate reward for the scan to be worthwhile to the scanner. (Tweet this)
  • Please put some serious thought into where you are putting a QR code and why you are putting it there. Is it a place where users will be willing and, more importantly, able to scan it? (Tweet this)
  • For the love of technology, please don’t put a QR code on your website that links to your website, especially if it isn’t even optimized for mobile browsing. (Tweet this)

Are you rooting for QR codes? Share your requests for mobile marketers in the comments!

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By Brittany Berger

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How QR Code Placement Can Backfire

Thursday, December 8th, 2011

Here at eZanga, we love QR codes.  But we don’t love ALL of them. As QR codes become more popular, more people are experimenting with using QR codes without researching them thoroughly enough. The result can be a code that cannot be scanned, or that people just don’t want to scan. One of the most important aspects of a QR code campaign is where you place the code.  But even with good QR code placement there are other factors to keep in mind.  Here are some of the places we like QR codes, and what to keep in mind when using them to avoid QR mistakes.

1. T-shirts - QR codes on t-shirts and other clothing allows the code to travel and can also be a great conversation starter. But keep in mind that wherever the code is, people will be staring and getting up close to scan it. Also remember that the code needs to lie flat to be scanned. If you print the code too big, it will adjust to the curves of your body instead of lying flat.

2. Storefronts - QR codes in storefront windows can also be a hit or miss. The great part about having a code near your place of business is that once the code has grabbed someone’s attention and spiked their interest in your business, it’s right there. These QR codes can be especially great for offering specials or coupons. But take a look at the picture below from Main Street in Newark, Delaware. The code is so large and high up that it cannot be scanned from the sidewalk below. For a QR scanner to read that code, the user must be standing in the middle of the street. Not good. There is also no call to action or even identification, so it’s not even clear if the code is for the business on the upper level (Brew Haha) or lower level (Grotto’s Pizza).

3. In print - The last place we’re going to talk about is in print, anywhere. The biggest mistake I see with QR codes in print advertisements is leading the user to a virtual version of the advertisement. They just took time out to scan a code, only to receive no new information at all. Offer up different information on the code’s landing page and take advantage of all of the multimedia at your hands.

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Introduction to QR Codes

Tuesday, November 15th, 2011

What is a QR code?

A QR code (quick response code) is a two-dimensional matrix barcode. It can be scanned by any camera-enable smartphone that has a QR reader app installed on it. QR codes can link to digital content such as a website, social media profile, or video, or activate phone functions such as email or SMS (text messaging). QR codes can be created on any of the QR generator websites out there, all of which are free.

Where do they go?

They can be placed virtually anywhere. Popular placements for QR codes are on business cards, advertisements, and flyers, but the possibilities are endless. Specific uses and placements for QR codes will depend on your industry, the goal in mind, and your audience.

What can they be used for?

QR codes were originally used for tracking automobile parts by Japanese company and Toyota subsidiary Denso-Wave. But they can be used for virtually anything. Since QR codes have spread throughout the world, there has been an informal competition of who can come up with the most creative QR code.

QR codes can be utilized by your business either to reach other business or your customers and the public. Some possible B2B uses include putting them on materials handed out at conferences and events, on business cards, or to supplement press materials. For reaching customers, QR codes can be used in advertisements, on promotional materials, and in storefronts.

 Stay tuned!

Over the next few weeks, we are going to go more into detail about QR codes, highlighting uses for both B2B and B2C and talking about considerations when creating a QR code campaign.

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Everyone was scanning Jessica Stuart at the Webby Awards–Literally!–with her QR Code Dress

Wednesday, June 15th, 2011

Jessica Stuart, producer and entrepreneur, sported a very unusual dress at the 15th annual Webby Awards, with the QR code of her winning video printed right on it.  The event celebrates distinct work on the web, and Stuart definitely showed her innovation and uniqueness.

Stuart is a producer, consultant, and expert in short form content.  She is the owner of the company Long Story Short media, an organization that specializes in “short form multi-use content.”  The company helps people write scripts, speeches, proposals, make short-form documentaries, television productions, and web content.  They “tell your story for your audience.”

Stuart created a video for the Elizabeth Glaser Pediatric AIDS Foundation, and it won two awards at the annual Webby event.

The dress that Stuart sported had the QR codes of her winning video actually printed on it, which played her video when scanned by smart phones, and her dress was being scanned by hundreds at the event.  QR codes—or quick response codes—are barcodes that are readable through mobile camera phones and any other barcode reader.

Her dress was made of silk and linen blend trimmed with satin.  It was designed by Dave Miss and Sarah Rochford—a graphic designer and costume designer, respectively.  In order to keep the QR codes flat, Rochford added horse hair around the trim.

“It’s my nerd version of the Lady Gaga meat dress,” Stuart says.  Who knows, this may be the start of a new trend!

Stuart certainly made a fashion statement with her media-interactive dress, opening the doors to an entire new internet capable fashion world!

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