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MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
MobiU2011 Lecture: TECH121 2D Codes - Sun-Times
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MobiU2011 Lecture: TECH121 2D Codes - Sun-Times

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You see them everywhere in the past few months. Those funny looking squares printed on signs, flyers, billboards and even the side of trucks. These QR Codes, or Quick Response Codes, can be used like …

You see them everywhere in the past few months. Those funny looking squares printed on signs, flyers, billboards and even the side of trucks. These QR Codes, or Quick Response Codes, can be used like a computer macro to deliver a variety of information whether a video, website, contact info or even a phone call. Are QR Codes and their cousins, 2D codes, the new shiny object? What value can they provide to you as a marketer? Learn about how to strategically use QR/2D codes and create real value with them for your brand.

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  • 1. Mobile Technologies:  2D CodesMatthew Saleski, SVP, Sun-Times Media @saleskim @SunTimes Event hashtag #MobiU2011 Presented by the Heartland Mobile Council
  • 2. “QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments” --Mark Donovan, comScore senior vice president of mobile.
  • 3. #MobiU2011, @saleskim @SuntimesAGENDA• Introduction• Definitions• Building a plan• Case Studies
  • 4. #MobiU2011, @saleskim @SuntimesBackground •Career • VP Mktg/BusDev, Sun Times Media • Strategic AD, Yahoo! • Group Sales Director, Getty Images • Tribune, Kraft Foods & Ford •Education • Booth & University of Michigan •Boards/Clubs • Board Advisor, Chicago Innovation Awards • Board Director, Sun-Times Charity Trust • Member of CMO Club
  • 5. #MobiU2011, @saleskim @SuntimesTypes of “QR” CodesWhen is a QR Code really a QR Code? • QR Codes • 2D Codes • Image Recognition
  • 6. #MobiU2011, @saleskim @SuntimesCustom Tag examples
  • 7. #MobiU2011, @saleskim @SuntimesPop Quiz! How many QR Code Providers are there?*
  • 8. #MobiU2011, @saleskim @SuntimesQR Facts• What They Do? • Download videos • Take you to website • Provide contact info • Augmented Reality • Inventory Tracking• The Limitation? • You need a scanner • You need the right scanner• QR Qreativity
  • 9. #MobiU2011, @saleskim @Suntimes Other QR Facts• U.S. consumer adoption* • 14 Million mobile users scanned a QR Code in June 2011 (6.2% of mobile phone users) • Users are most likely to scan codes found in newspapers and magazines and on product packaging– while at home or in a store • 58% from home • 39% from retail stores • 60.5% male; 39.5% were female • 36.8% 25-34 • 36.1% HHI > $100,000• Advertiser adoption • Macy’s • Calvin Klein • Porsche * ComScore, Internet Retailer, 8/16/11
  • 10. #MobiU2011, @saleskim @Suntimes
  • 11. #MobiU2011, @saleskim @SuntimesImplementing QR Codes in your marketing strategy
  • 12. #MobiU2011, @saleskim @Suntimes QR Codes: the opportunity • Connecting offline to online (specifically mobile)• An answer to attribution• Uses • Business Cards • Scavenger Hunts • Labeling • Storefront displays • Promotions, discounts, giveaways • Laptop stickers • T-shirts • Likes/follows • Supplement retail space • Increase e-commerce • Build email subscriber • Get the phone to ring
  • 13. #MobiU2011, @saleskim @Suntimes3 Considerations
  • 14. #MobiU2011, @saleskim @Suntimes1) Understand Your Target Audience • Need instruction about the use of QR Codes• Specific type of code reader?• What medium will the code be in?
  • 15. #MobiU2011, @saleskim @Suntimes2) Outline objectives • Grow email list• Click to call• Likes on Facebook• Increase blog subscribers
  • 16. #MobiU2011, @saleskim @Suntimes3) Consider challenges with QR Codes • (Lack of) Standards• Consumer Adoption • Malicious • Poor implementation• Tracking success
  • 17. #MobiU2011, @saleskim @Suntimes 4 Strategies to consider:
Making QR Codes work for you (and your customers)
  • 18. #MobiU2011, @saleskim @Suntimes1) Decide on your standard • Closed vs. open• Communicate expectations• Deliver • Measure
  • 19. #MobiU2011, @saleskim @Suntimes2) Balance your objective with consumer incentive • Enter a contest• Receive a coupon• Take a virtual tour• Demonstrate a product or service with video• Get VIP access
  • 20. #MobiU2011, @saleskim @Suntimes3) Create and test • Size• Medium• Placement
  • 21. #MobiU2011, @saleskim @Suntimes4) Ensure your site landing page is mobile optimized • Test for multiple smart phone platforms (Apple, Droid, Blackberry)• Tag elements you want to measure• Demand more granular metrics • # of scans • Time of day • Device • # emails • # clicks to call • # FB likes
  • 22. #MobiU2011, @saleskim @SuntimesCase Studies
  • 23. August 2011 #MobiU2011, @saleskim @Suntimes Re-invention:
  • 24. #MobiU2011, @saleskim @SuntimesCovering the Chicago Region Community by Community
  • 25. Agnostic to how we connect audiences #MobiU2011, @saleskim @Suntimes 40 local publications & over40 local and mobile websitesreaching 54% of the Chicago DMA PlusRelevant content available via Email Social Media Apps > QR Codes represent opportunity to stitch it all together ...
  • 26. #MobiU2011, @saleskim @SuntimesExamples
  • 27. QR Codes: Low hanging fruit #MobiU2011, @saleskim @Suntimes#HMCqrcode @kraftfoods @playboy @microsofttag @sypderlynk @suntimes
  • 28. #MobiU2011, @saleskim @SuntimesLow hanging fruit • QR codes = opportunity • Consumer adoption • Granular metrics
  • 29. #MobiU2011, @saleskim @SuntimesChicago Sun-Times Charity Trust • Support youth in education, art and civic engagement. • The Sun Shine Project for the greater Chicago community to Shine A Light on worthy charities • The project has three phased steps: • Phase 1: Nominate: From 8/22 – 9/18 • Phase 2: Vote:  From 9/19 – Oct 9 • Phase 3: Select: Taking into account community votes and comments, the Trust will award up to a total of $500,000 in grants! • www.chicagosunshineproject.com
  • 30. #MobiU2011, @saleskim @Suntimes Cause Marketing, Stories, Consumer Promos, Education, Clients#HMCqrcode @kraftfoods @playboy @microsofttag @sypderlynk @suntimes
  • 31. #MobiU2011, @saleskim @SuntimesLocalreigns.com- fixed web Localreigns.com- Mobile optimized P
  • 32. #MobiU2011, @saleskim @SuntimesAnalytics and Reporting
  • 33. #MobiU2011, @saleskim @SuntimesAnalytics and Reporting
  • 34. #MobiU2011, @saleskim @SuntimesAnalytics and Reporting
  • 35. #MobiU2011, @saleskim @Suntimes1
  • 36. Athenos Greek Yogurt #MobiU2011, @saleskim @Suntimes1
  • 37. Athenos Greek Yogurt #MobiU2011, @saleskim @Suntimes • Athenos Greek Yogurt coupon handout to support sampling event in Chicago • 100,000 samples and take-ones with QR code linking to YiaTube video commercial • 4/12/2011 – 4/26/20111
  • 38. Philadelphia Cooking Creme - Shoprite #MobiU2011, @saleskim @Suntimes • Philly Cooking Creme – shelf tag in retail stores • QR code links to recipes and recipe videos Scan to see recipes & videos Download the free scanner http://scan.mobi on your mobile device2
  • 39. Tassimo – Gevalia Discs #MobiU2011, @saleskim @Suntimes • Tassimo USA packages • QR code to be on pack •Target – tassimodirect.com3
  • 40. #MobiU2011, @saleskim @SuntimesMicrosoft Tag
  • 41. #MobiU2011, @saleskim @SuntimesA complete end to end solution Black & White Tag •Standard Color Tag Tags can point to: •Web sites •Customized Tag•Contacts •Display Text•Dial Phone Number Cross Platform: •Windows Mobile •iPhone •Blackberry •Symbian •J2ME •Android• Online service to create and manage Tags.• API allows bulk Tag creation and management. • Know which efforts are most effective. • Enhance decision making.
  • 42. #MobiU2011, @saleskim @Suntimes#HMCqrcode @kraftfoods @playboy @microsofttag @sypderlynk @suntimes
  • 43. #MobiU2011, @saleskim @Suntimes#HMCqrcode @kraftfoods @playboy @microsofttag @sypderlynk @suntimes
  • 44. #MobiU2011, @saleskim @SuntimesPlayboy
  • 45. #MobiU2011, @saleskim @SuntimesPlayboy’s use of technology for their audience• Playboy incorporated a unique mobile extension that simply allowed readers to take a picture of their favorite Playmate with their mobile device to receive exclusive non-nude videos and photos. Readers had the ability to choose as many of the 12 Playmates as they liked. This provided an easy, turn-key delivery without unsightly bar codes or short codes.• Each video that was sent to consumers’ mobile phones had a COTY bumper* that promoted Playboy Fragrance for Men at the beginning of the video. Users were also prompted to buy the product directly from their mobile phone.
  • 46. #MobiU2011, @saleskim @SuntimesSpyderlynk
  • 47. #MobiU2011, @saleskim @SuntimesSnapTags embed marketing campaigns in a logo Snap & Send with any camera phone Snap Send Dialog Connect Congrats! You unlocked the first dream level. Click here to see more www.snaptag/ inception.com
  • 48. #MobiU2011, @saleskim @SuntimesSnapTags embed marketing campaigns in a logoMobile App ScaniPhone & Android Open the App Hover to Decode Dialog Connect Congrats! You unlocked here to see more www.snaptag/ the first dream level. Click inception.com
  • 49. #MobiU2011, @saleskim @SuntimesSNAP & SEND 
 Like Get Share or SCAN “LIKE us on •Sweepstake Entries • Instant Win Opps Facebook to 
 • Discount Codes • Printable Coupons see exclusive • Exclusive Content Rihanna • Free Samples Video”
  • 50. #MobiU2011, @saleskim @SuntimesSeen in use
  • 51. #MobiU2011, @saleskim @Suntimes
  • 52. #MobiU2011, @saleskim @Suntimes
  • 53. #MobiU2011, @saleskim @Suntimes#HMCqrcode @kraftfoods @playboy @microsofttag @sypderlynk @suntimes
  • 54. #MobiU2011, @saleskim @Suntimes
  • 55. #MobiU2011, @saleskim @Suntimes
  • 56. #MobiU2011, @saleskim @Suntimeshttp://scn.by/9t9ab0htw8hps9
  • 57. #MobiU2011, @saleskim @Suntimes
  • 58. #MobiU2011, @saleskim @SuntimesQ&A
  • 59. #MobiU2011, @saleskim @Suntimes Summary • (Lack of) Standards: experiment and be flexible• Consumer Adoption: educate your customer, give them a reason to scan• Poor implementation: avoid it!• Tracking success: establish reporting and analytics tied to your objectives; hold the team accountable

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