QRcode campaign analysis for the UK

QR Code Campaign Analysis of London Market (March/April 2012) Dave Marutiak Chiswick 8/4/2012

Marks & Spencers • Indigo Woman’s Collection • Various papers mid-March • Call to Action – mobile web site • Full campaign over 5K scans March 9, 2012 Independent2

Marks & Spencers (April 5th Evening Standard) • Home Event ad • Call to Action – scan to browse and buy our Home range • Over 800 scans • Maxi Dress ad • Call to Action – scan to browse and buy our una range • Over 1288 scans3

Marks & Spencers (April 5th Evening Standard) • Tennis outfit ad • Call to Action – scan to browse and buy our M&S Woman range • Over 464 scans • Blue Dress ad • Call to Action – scan to browse and buy our una range • Over 1288 scans (same as the Maxi Dress ad – interesting comparison.. Same people?)4

Skype UK - Job Opportunities• Good comparison case – Skype ran the same ad in the Metro and E/S on the same day, same placement in the classified section looking for new employees in the UK – The E/S small classified ad brought in only 33 scans – The Metro small ad brought in 54 scans, a 66% higher engagement rate – For comparison, the same sized classified ad for cycling in Cornwall got 22 scans that day• Then the next day they ran a quarter page color ad in the E/S with a full page article wrapper around it • That ad brought in 43 scans, even though it was much more noticeable • Still got less engagement than the much smaller and out of the way Metro ad above 5

Restaurant Examples – Toby Treats• Toby Carvery restaurant offer in the Metro on 3/28/12 – Two meals for 10 quid with a coupon – Bottom page, full width of the page – QR Code printed inside the coupon segment – Call to action – visit web site and get on mailing list – Website was full desktop version though – Had over 1130 scans on that run alone – Over 16,000 scans on the code since November 6

Real Estate Examples• Bellway offered 5 properties in the E/S on 3/28/12 – Full page ad – Code use varied by the property – Codes themselves were quite small, but very scannable – Properties received between 15 and 35 scans each – Same codes had a lifetime traffic about double that • Aitch offered 3 properties in the same E/S issue – About 1/3 page ad – Code use varied by the property – Codes themselves were larger than Bellway’s – Properties received between 10 and 22 scans each 7

Other Paper Examples• Santander front page ad• City AM April 3rd• Color code, no brand• Call to action: Watch this video • Jackson-Stops estate ad • Richmond Paper March 28th • One per property • Call to Action – none 8

Previous Wowcher.co.uk daily deal Go to desktop website – ~40-60/Ad • 1/3 page ads • QR code on upper or lower right • Continuously running in paper • Call to action – Scan me! • 50% more responses with that, aided by the proximity to URL9

Current Wowcher.co.uk daily deal • 1/3 page ads • QR code on upper or lower right • Continuously running in paper • Call to action – Scan me! • Sends to website • Reusing same code for a total of almost 5,000 scans so far • Heavily dependent on the offer in ad Hair care ad10

Previous Marks & Spencers Dine in for Two• Placed across both Metro and Evening Standard across multiple weeks and months• Consistent traffic across multiple placements and paper editions gives a great total response• Clear call to action: download menu• Total user scans - 14,582 13-Oct-11 Metro 28-Oct-11 Metro 10-Nov-11 Eve Std 24 and 25-Nov-11 08 and 09-Dec-11 1194 scans 1060 scans 2164 scans ES and Metro ES and Metro 1189 scans 927 scans

Current Marks & Spencers Dine in for Two• Placed across both Metro and Evening Standard across multiple weeks and months• Consistent traffic across multiple placements and paper editions gives a great total response• Clear call to action: download menu• Total user scans - 26,629 13-Oct-11 Metro 28-Oct-11 Metro 10-Nov-11 Eve Std 24 and 25-Nov-11 08 and 09-Dec-11 1194 scans 1060 scans 2164 scans ES and Metro ES and Metro 1189 scans 927 scans

Conclusions• M&S continues to dominate the London papers• Real estate agents are coming on fast, using them in many papers and across many ads – Small numbers of scans for large purchase items• Patterns starting to emerge across multiple days and multiple ads in the same day – Food deals still way outpace the clothing ones• Advertisers are using them in all the free papers now, even the local weekly ones13

QRcode campaign analysis for the UK

by davemarutiak

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 9

Statistics

QRcode campaign analysis for the UK Presentation Transcript

http://www.linkedin.com	8
http://paper.li	1