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[NAPL Owners Conference 2011] Print + Mobile: Understanding QR Codes
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[NAPL Owners Conference 2011] Print + Mobile: Understanding QR Codes


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At the 21

At the 21

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  • FROM THE NAPL BROCHURE This presentation is focused on providing best practices for companies that want to use QR Codes to reach the mobile audience. You will learn about QR code case studies across various industries, creation and design options, and also techniques for ensuring that your web content is optimized for mobile phone.
  • Certainly you are all well aware of the USPS mobile barcode promotion. Currently set to expire after August, although I’ve heard rumors there could be an extension? While I do not know if you personally have thought this has been a success, I have absolutely seen a lot of QR Codes in my mailbox over the past few weeks, which has been exciting. But even if this expires and never comes back, there’s still reason for your company to utilize QR Codes.
  • I promise that this presentation is not filled with charts and stats and survey results. But I think one… this one is powerful. Even if you do not believe or use in QR Codes yet, you must at least recognize the reality of numbers like these. The smartphone has changed the game… If you have one, you will be come addicted to it. You will use it to go on the web… you will use it to Search… To watch videos… to read reviews… to watch TV and movies… to read books….. To update your social networks…. To buy items…. Maybe to make a call too
  • 58% of Americans between the ages of 25 and 34 now own a smartphone 68% of smartphone owners access the internet or email on their handheld on a typical day
  • They are not new, per se… They’ve been around since 1994. Of course, they’ve recently been increasing in popularity in the US. In the automotive industry, shipping slips and receipts are encoded with QR Code containing customer data, shipper data, product number, quantity, and other data. The data is used for ordering and product scanning. They’ve been around for so long, do you want to know what else happended in 1994? The Price of Gas was $1.
  • 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.
  • 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! If you want to know how to do it, check out the URL on the screen.. It provides step by step instructions on how we’ve done it in fairly standard image editing programs.
  • 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.
  • We typically recommend using almost a ¼ inch of padding… Honestly, we do use a bit less than that, but give it room to breathe!
  • 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. 10 to 1 ration….. 20 feet away? Should be a 2 foot by 2 foot QR Code
  • Just from our own testing, when we take the QR Code less than an inch, we see troubles with the readers… For you, test… As the cameras on the phones get better, they can scan smaller QR Codes. But consider your audience.
  • How do you shorten a URL? There are tools such as Bit.Ly, Some QR Code generators do it for you!
  • Because it’s easy to create a QR Code, the temptation exists to simply point one to your corporate website, or your customer’s corporate website! Do not do that! - It might not work on a phone (Flash). - It might take forever to load - It might not provide answers that someone needs on their phone at that moment.
  • 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..
  • Another thing you’ll want to know is how do I make money. I listed 5 ways, 3 of them on this slide.
  • Now as mailers, you certainly may still be doing personalized Urls for clients. Thus, you may want to consider creating personalized QR Codes for those people. How can you do this? Next slide ….
  • Some of you might already have this.. But if not, go to It’s a free QR Code Success Tool Kit… has white papers, videos, case studies, how to guides, and more.
  • Transcript

    • 1. Print + Mobile: Understanding QR Codes John Foley, Jr.
    • 2. 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
        • Happy Birthday 15 Years!
      I love Mar(H)keting!
    • 3. The Book
      • Strategies, Plans, Case Studies and More…
      • A guide to help you become a Marketing Services …
    • 4. Before I Begin … @johnfoleyjr ON!
    • 5. Accolades
      • Jetsetter Status on FourSquare
      • Ranked #14 as a Top CMO on Twitter in 2011
      • 2 nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
      • One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 -
      • NAPL Soderstrom Society 2010
      • MFSA - Luke Kaiser Education award 2011
    • 6. What’s on the Agenda
      • QR Codes – Why Should We Care?
      • Creation and Design
      • Best Practices for Implementation
      • Answers to Common Questions
    • 7.
      • QR Codes: Why Should We Care?
    • 8.  
    • 9. Results of USPS Promotion
      • “ Nearly one third of all Standard Mail in the past two months contained a QR code”
      • Source:
    • 10. The Game-Changer
    • 11. July 2011 Statistics 58% of Americans between the ages of 25 and 34 now own a smartphone. 68% of smartphone owners access the internet/email on their handheld daily. Source: Pew Internet research and American life Project
    • 12. Knowledge is Spreading
      • “ Almost half of all smartphones have downloaded an app capable of scanning a QR code”
      • Source:
    • 13. Meet the QR Code 4296 7089
    • 14. Year of Birth = 1994 Term - QR code is a Registered Trademark - Denso Wave, Incorporated.
    • 15. QR = “Quick Response”
    • 16. Applications for Scanning
    • 17. Solution in Action
    • 18. Solution in Action
    • 19.
      • QR Codes: Creation & Design
    • 20. Creation Options
    • 21. What To Look for In a Creator
      • Can you change the URL?
      • Does the solution shorten the URL?
      • Bulk-Upload Capability
      • Measurement and Tracking?
    • 22.
    • 23. QR Options Other than URLs
    • 24. Simple vs. Complex
    • 25. Not Every Pixel is Needed
    • 26. Insert A Logo
    • 27. Color Choice Options
      • Contrast is key!
      • Test, test, test!
    • 28. Use of Color, Logo, & Pattern Tips on how to do this:
    • 29. Important! Include Padding
    • 30.
      • Super-Sized for Buildings & Billboards
    • 31. Business Card Size
    • 32. Custom QR Codes
    • 33.
      • Best Practices for Implementing
      • QR Codes
    • 34. Shorten the URL!
    • 35. Provide Clear Directions
    • 36. Mobilize Your Content!
    • 37. Mobile Needs… Inquiry Forms Social Integration Easy to See & Click
    • 38. Mobile Networking
    • 39. Ask – Why Would You Scan?
      • Provide Directions / Map
      • Click-to-Call or Click-to-SMS
      • To Easily Learn Important Details
      • To Opt-In for More Information
    • 40. Track, Measure, Test
    • 41. Track, Measure, Test
    • 42.
      • How Do I…
    • 43. Make Money
      • Custom QR Code Design
      • Mobile Website Creation
      • Build their Database!
    • 44. Make Money (cont.)
      • Reporting
      • Multi-Channel (i.e. PURL vs. QR vs. Email, etc.)
    • 45. Create Personalized QR Codes
    • 46. Bulk/PURLs QR Codes (cont.)
    • 47. How to Create a Mobile Website
      • Custom Code
      • Third Party Services
      • Mobile Website Building Applications
    • 48. Mobile CMS: Product Features What to look for?
      • Easily Build Mobile Websites
      • Color-Scheme Pickers
      • WYSIWYG Editor
      • Form Builder
      • Real-Time Reporting
    • 49. Templates For Different Needs
    • 50. Easy to Use Admin Features
    • 51. Color Scheme/Picker Options
    • 52. Mobile Forms
      • For surveys, inquiries, lead generation, registrations, etc.
      • Specify response routing information for each form
    • 53. Don’t Forget Fundamentals
      • Give a compelling reason to scan
      • Know your audience
      • Focus on the mobile experience
    • 54. Download QR Code Tool Kit
    • 55. Contact Me QR Code
    • 56. Thank You!
      • Any questions?
    • 57. How Can interlinkONE Help?
      • Call us with questions! 978-694-9992