How QR Codes Will Save the Book Business Or How Publishing ONLY Already Famous People and Books About Vampires Will Save the Book Business HarperCollins Publishers BISG Annual Meeting September 9, 2009
Brian Williams’ replacement as head of NBC’s Nightly News?
Barack Obama’s new spokesperson for his health care reform proposal?
That woman who is Twittering to try to get a job in publishing?
Lauren Conrad, famous star of MTV’s #1 show, The Hills, author of bestseller L.A.Candy ?
A just-discovered Julia Child recipe?
A secret code that transports you to the upcoming film set of Dan Brown’s Lost Symbol ?
“ Truly Uncrackable”™ DRM in use on the Stephanie Meyer Twilight prequel?
An interactive Quick Response 2-D barcode, savior of all print media?
Who is this? What is this?
Factoids about QR codes OR why we might care about them
Invented in Japan two years ago, popular in Asia Pacific, an emerging technology in U.S. (i.e far from mass market).
Enables consumers to experience multi-media content related to print content “at an elevated speed.”*
Requires consumers to download a “reader” to read the codes.
Delivers mobile consumers to an interactive mobile website (optimized for the mobile experience).
Can shorten distance between hearing about a book or author and experiencing or interacting with either.
Can work with or as alternative to SMS codes.
Enables print based “calls to action” for print ad viewers.
Enables marketers to integrate print or “on the book” marketing with online efforts.
Author tour / appearance on Jimmy Fallon at kickoff
Major pickup on use of QR codes to generate publicity for title: USA Today et. al.
Forecasting over 80% sell through
THE QR CODE COMPONENT
6000 + visits to mobile site from over 80 countries—2% response rate
50% + of traffic to lacandy.mobi coming from PCs;
25% coming from phones sans codes
16% coming from QR code scans itself
1000 scans of code; virtually all new users
- Book jacket drove vast majority of these scans
Nearly half of mobile site visitors clicked on “read it”; 10% clicked on share it and 10% clicked on buy it
Next? Find all vampires in backlist. Add QR codes. Add relevant TV partner. Mix.
. . . and repackage with codes and “essence of Edward”
Anyone else we know using these? Source: Wearemoviegeeks.com
How big will this be? “ I believe the technology will explode very soon in the US and will go from 0 to 60 just like Twitter. It's quick, easy and can be used in many ways (text message, video, audio, phone number, email, url). . . . I believe social networking will work it's magic in that regard – I meet you and ask for your phone number or email address. You take out your phone, show me your QR Code with that information and I scan it with my phone. Connection is made! – Val DiGiacinto / AceGroupNYC / comment posted on www.wearemoviegeeks.com