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Marketing Workshop: May 2011: Part 2 of 4 (Mobile)
 

Marketing Workshop: May 2011: Part 2 of 4 (Mobile)

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On May 5th, 2011, interlinkONE's CEO John Foley, Jr. conducted a marketing workshop in Chicago, Illinois. He covered a number of topics -- including multi-channel campaigns, mobile, QR Codes, social ...

On May 5th, 2011, interlinkONE's CEO John Foley, Jr. conducted a marketing workshop in Chicago, Illinois. He covered a number of topics -- including multi-channel campaigns, mobile, QR Codes, social media, and more.

In this section of the workshop, John Foley focused on mobile marketing --- including QR Codes, SMS/Text-Messaging, NFC, and more.

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  • First, what does it stand for? Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL. Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
  • Palm iPhone Blackberry LG Nokia Motorola Samsung Etc
  • There are a number of FREE applications that allow you to scan QR Codes. They are different between phones. Discuss favorite ones for iPhone, Android, Blackberry. To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
  • The more information your fitting in the more complex the QR Code gets. A simple code can be the short URL code.  Maybe you tell them a secret on SHort URL's and using them in QR Codes The complex is hold information about an event – title, date, time, end time so it requires more pixels to hold more data
  • If you are a pet lover, you may be saying this is not deterioation, but beautification! So this offers benefits, if you’re the designer, the markter.. You can incorporate images into the design a bit. This is possible due to the Reed-Solomon error correction code written into the QR Code encoder. This allows up to 30% deterioration of a QR Code possible with it still being readable. That correction code is used on DVDs, CDs and more. Same principles apply… Printed pieces may get damaged slightly, somewhat dirty, a bit of wear and tear.
  • Yes, you can also use that deterioration rate to place your logo inside the QR Code. The way this works normally is you create a QR Code, which is really just an image… Bring it into Photoshop, and then place the logo, and TEST!
  • The possibilities for QR Codes to help increase the impact and effectiveness of printed materials continues to increase. You have the ability to create QR Codes with different colors… I From our testing, darker colors have performed the best… Without a doubt, if you create one with color, test with different readers and phones.
  • Any Boston Celtics fans? When we win the NBA Championship this year, send me an email, and I’ll try to send you tshirt with this logo/QR Code on it.
  • If you’re a designer… you generate the QR Code.. It’s outputted as a300 dpi image (depending on who you use). Then, simply scale it to a different size with a program such as Adobe Illustrator, or another image-editing program.
  • Just from our own testing, when we take the QR Code less than an inch, we see troubles with the readers… For you, test…
  • How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me. Some QR Code generators do it for you!
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • We are seeing a huge interest in qr Codes when it comes to real estate. Here’s a picture of how one is being used on a rider. Also, flyers, mailers, newsletters, other signs…
  • QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun. (of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
  • Here is one of my favorite examples. At the Rochester Jazz Festival, people could scan these huge QR Codes to download a guide to the festival on their smartphones.
  • We are seeing a huge interest in qr Codes when it comes to real estate. Here’s a picture of how one is being used on a rider. Also, flyers, mailers, newsletters, other signs…
  • QR Codes are also appearing in a lot of print advertisements in magazines.
  • Qr Codes on signs outside of stores… to attract interest, perhaps to promote deals, and more.
  • QR Codes were used inside Madison Square Garden. At this dinosaur exhibit.
  • Qr Codes were used on gift cards to promote Tron.
  • Directed people to a trailer of the movie.

Marketing Workshop: May 2011: Part 2 of 4 (Mobile) Marketing Workshop: May 2011: Part 2 of 4 (Mobile) Presentation Transcript

  • by John Foley, Jr. May 5 th , 2011
  • John Foley, Jr.
    • Grow Socially, Inc – Support Services
      • Online Marketing/Social Media
      • Plan, Manage, Execute and Measure
    • interlinkONE – Software (SaaS)
      • Enterprise Marketing Management Software
      • Plan, build, manage, execute and measure all marketing activities
    I love Mar(H)keting!
  • Before I Begin … @johnfoleyjr
  •  
  • THE GROWING WORLD OF MOBILE MARKETING AND SMART PHONES
  • First… Why Mobile?
  • The Mobile Movement http://www.youtube.com/watch?v=CjUcq_E4I-s
  • MEET THE QR CODE – AND OTHER 2D BARCODES
  • The QR Code
    • QR Code Resources
      • QRConnect.com
      • QReateandTrack.com
      • iFlyMobi.com
  • QR = “Quick Response”
  • What the QR Code Contains
  • What You Need to Scan
  • Applications to Scan
  • Digital Watermarks
  • Augmented Reality Image Source: http://www.jeffreydonenfeld.com
  • QR: DESIGN AND CREATION OPTIONS
  • Simple vs. Complex
  • Not Every Pixel is Needed
  • Insert A Logo!
  • Color Choice Options
    • Contrast is key!
    • Test, test, test!
  • Use of Color, Logo, & Pattern
  • Building-Size!
  • Business Card Size
  • Soften Hard Edges w/ Round Corners
  • Use Colors to Match Your Theme
  • BEST PRACTICES FOR USING QR CODES TO MAKE PRINT INTERACTIVE
  • Shorten the URL!
  • Mobilize Your Content!
  • Don’t Forget Fundamentals
    • Provide a clear call-to-action
    • Give a compelling reason to scan
    • Offer alternative response mechanisms
    • Know your audience!
    • Set Realistic Expectations
  • THE POWER OF THE TEXT MESSAGE – USING SMS
  • SMS/Text Outbound
    • 6.1 trillion messages sent in 2010!
      • News Alerts
      • Product Info
      • Contests
      • Deals
      • More
  • SMS/Text - Inbound
  • WHAT CAN BE MEASURED
  • Measure
    • How many scans?
    • Scan activity by hour/day/week
    • Which devices are scanning?
    • Effectiveness in the whole campaign?
    • Who scanned? (from personalized URLs)
    • Which print advertisements are working?
    • Did they respond to your call to action?
  • Measuring QR Codes
  • Measuring QR Codes (cont.)
  • SMS/Texting
    • How many reached
    • How many clicked
    • How many replied (with a Shortcode)
    • How many bounced
  • CASE STUDIES AND INSPIRATION
  • QR Codes on Signs
  • QR Codes on Posters
  •  
  • QR Codes on Mailers
  • Signs and Riders
  • Print Advertisements
  • Outdoor Signs
  • Wall Paneling
  •  
  •  
  • In Video Games Homefront: 30,000 scans in two days!
  • Takeaways
    • Mobile Marketing is in play!
    • QR Codes help you reach the mobile audience
    • SMS/Text Can Help you spread your message
    • Integrate
    • Test
    • Measure
  • THANK YOU! Q & A / Contact Me! http://ilink.me/JR slideshare.net – search growsocially