QR Codes and Brand Advocacy


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Internship Project--Do not have the rights to the photos. QR Statistics from Nielsen, MGH, Mobio Identity Systems Inc., Scanlife, Emarketer.com, BabyCenter and AdAge.

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  • View and generate them in print media, web pages, profiles/fan pages on Facebook, bumper stickers, business cards, shirts, etc.Store data in both vertical and horizontal direction (bar codes are only one direction) so there is a greater volume and more sophisticated dateMicrosoft developed own software “Microsoft Tags”
  • Google Places “Hotpot”PayPal/EbayMA subway “T” charlie cards
  • Mobio Study2009 Google places started using themPeak: Holiday RushIn a report from Scanlife, an industry leader in mobile code readers, the biggest traffic days were:November 26th (“Black Friday”)December 25th (Christmas Day)Mobio contributes this traffic spike to the Christmas season and a series of advertiser marketing campaigns that integrated QR technology in print, web and TV ads. Mobio contributes this traffic spike to the Christmas season and a series of advertiser marketing campaigns that integrated QR technology in print, web and TV ads.
  • Study by Mobio Identity Systems Inc.Scanlife: companyThe ScanLife client applicationThe ScanLife Code Management Platform makes it easy to create, manage and track mobile barcodes.
  • Changing the way consumers shop in store:Not just for coupons—educationalLet consumers learn as they shopEnhance in-store information
  • Big Opportunity: A retailer can collect information on the shopper, such as where and when she scanned the code, how many codes she scanned, and what actions she may have taken afterward.Ebay/Paypal
  • Export Contacts to address book, email, or contact app Environmentally friendly: decreases paper wasteSome generators like ZXing do not need the internet, can encode the contact details within the code itselfDooid: offers customization, private vs. public, accessible via passwordBIG AT SXSW
  • AdAge published a report by BabyCenterBecoming a mom is a trigger for embracing mobile devicesSmartphone users use Web on P.C less than non smartphone owners—we could be missing an entire demographic with brand advocacy groups. Opportunity: Mobile group!
  • Nursery and Youth Furniture manufacturer-Targeting mothers Implementing QR Codes on its point-of-sale materialsInfo on products before purchase: interior design tips and product reviewsScanning gives users option to view the “Rolling Color Display program,” gives consumers which options are available for each productShare their findings on Facebook and Twitter with the touch of a buttonDirect customers to website where the can download scanners like the Microsoft Tag Reader
  • StickybitsCollective scanningScan barcodes and QR CodesSocial graph around productsPepsi is a sponsorScan Pepsi products, on top of social thread are “promoted” tweetsAndroid and iPhone
  • Aeon, a major Japanese supermarket operator, in 260 of their stores, fruits and veggies have QR Codes Connect to product information such as messages from producers, records of pesticides and fertilizers used, and recipes Growing concern about food safety and increasing public awareness about food production records.Delverde’s PastaRe-launched this year: 18 D’Agostino stores in NYPremium Brand, want to Build customer loyaltyQR codes and SMS keywordsCode leads to site about Delverde recipes and wine pairings for their entertaining needs (casual, formal, romantic, healthy, truly Italian, outdoor dining)
  • Enhanced shopping experience
  • Kellogg’s largest brand in the U.K, wanted to launch it in the U.SVs. Special KCobranded with Lucky MagazineIncentive: Advice about flattering jeansEat Special K for two weeks, drop a jean size
  • Price Chopper and Dole Food CoCustomers scan, set up loyalty account on app, scan after each visitCustomers scan, set up loyalty account on app, scan after each visitthan current program members “During a time of holiday stress, a well-presented pre-made salad takes some of the workload off a host”
  • Scavenger Hunt: May 20th, NY Public Library celebrating its centennial anniversary, social game 500 gamers spend night in the main branch and have to complete 100 quests aka find artifacts from library and scan QR codes, after event, anyone can play the game online
  • Place QR Codes in locations that do not have internet (NYC Subway)Can encode information directly into the code, like business cards“Error Occurred” Page Pepsi, U.K (huge corporations make mistakes too)
  • Ad in VogueThinking customers know what to do with QR codes.Failure to include information on QR code scanner Apps.Not incentivizing the use of QR codes.
  • Requires a proprietary reader, conventional readers scan code and get meaningless text “m:KYblfxkmr”No clickable link to download the readerNo incentive or call to actionNo indication of destination when code is scannedNo destination URL or SMS for users who do not have Smartphones
  • A lot of companies get lost in the idea of using new technology—forget about big picture.Any effective marketing campaign leads the potential customer to act on the promise of the marketing message. QR codes are no different.  What end result do you want from you QR code campaign?What end result? Give info, promote an event, entertain your audience, have your customer “Like” your Facebook Fan Page, make a sale Jimmy Fallon’s recent QR code momentlinking attentive fans to a thank you page for helping him raise 20,000$ for charity
  • Not just for marketers—brand advocates can use them toohttp://qrcode.kaywa.com
  • Re-launched this year: 18 D’Agostino stores in NYPremium Brand, want to Build customer loyaltyQR codes and SMS keywordsCode leads to site about Delverde recipes and wine pairings for their entertaining needs (casual, formal, romantic, healthy, truly Italian, outdoor dining)
  • QR Codes and Brand Advocacy

    1. 1. QR Codes<br />Reaching, Educating and Engaging Consumers<br />
    2. 2. What are QR Codes?<br />2<br />
    3. 3. Quick Response Codes<br />Two-dimensional barcode<br />Linked to an image, website, video, podcast, text message, phone number, coupon, etc. <br />View and generate them in print and online media<br />3<br />
    4. 4. App based vs. SMS-based QR Codes<br />App Based:<br />Download reader app<br />Take picture of code<br />App scans picture, directs user to a server<br />SMS Based:<br />Take picture of code<br />Send picture to address via email or text message<br />Wait for response<br />4<br />
    5. 5. Origins<br />Denso-Wave, subsidiary of Toyota<br />1994-track automobile parts<br />Retain the patents to the technology<br />Specifications made open and free to the public<br />Expand use, inform consumers, increase excitement, gain popularity<br />5<br />
    6. 6. Obstacles<br />6<br />
    7. 7. Obstacles<br />Inconsistent customer experiences: poor internet connection, slow load times<br />Persuade consumers to download apps<br />Inform consumers what to do with the codes<br />Not one uniform QR Code reader<br />7<br />
    8. 8. Why are they popular in Japan?<br />In 2003, readers were integrated <br /> on phones<br />By 2006, almost 100% of Japanese <br /> phones featured a reader by default<br />Technology is much more advanced in Japan<br />Coca-Cola vending machines<br />8<br />
    9. 9. NFC Competes for Mobile Awareness<br />Near Field Communication<br />RFID communication link<br />Share data over a couple <br /> centimeters between reader <br /> and electronic tag<br />Mobile Payments<br />Quicker than QR Codes<br />Popular among big retailers: <br />Microsoft, MasterCard, Google (Google Places)<br />9<br />
    10. 10. Tipping Point <br />Dilemma:<br />Consumers won't scan QR codes unless marketers increase awareness <br />Companies won't invest until they believe consumers will participate<br />Tipping point<br />Adoption of Smartphone and mobile apps<br />51% Of Americans will have Smartphones by 2011(Nielsen)<br />Application and readers become more user-friendly<br />Pre-installed QR Code Reader<br />Sprint <br />HTC EVO 3D<br />10<br />
    11. 11. Who is using QR Codes?<br />11<br />
    12. 12. QR Scanning Growth<br />From July-Dec, 2010, QR Code scanning grew by 1200% (Mobio)<br />Holiday Rush-Biggest Days were Nov 26th, Dec 25th (Scanlife)<br />12<br />
    13. 13. QR Code Usage by Age<br />Usage is greatest among 35-54 yr olds<br />Scanning increased 25% for 35-44yr olds<br />ScanLife-QR Codes are moving past the early adoption phase<br />Mobio Identity <br />Systems<br />13<br />
    14. 14. QR Code Usage by Gender<br />Female scanning has increased 13% (ScanLife)<br />Show more interest to collect product info, enter contests and make purchases<br />14<br />
    15. 15. QR Code Usages<br />Most popular actions: <br /> Coupon, discount, deal, access additional information<br />Awareness is high among Smartphone users:<br /> 2/3 have seen them<br /> 1/3 have used them<br />15<br />
    16. 16. QR and Social Media <br />In 2010, 57% of Facebook and Twitter users scanned a code at least once<br />40% scanned five or more times<br />16<br />
    17. 17. QR Codes and Engaging Consumers<br />Enhance in-store information (Not just coupons)<br />48% of consumers combine search and social in the buying process<br />Consumer reviews influence decision process<br />64% of consumers are more likely to follow a brand after a purchase<br />Use QR Codes to drive awareness and engage existing consumers<br />17<br />
    18. 18. Opportunities and Recommendations<br />18<br />
    19. 19. Opportunities<br />Growing popularity of mCommerce<br />Brings offline and online consumers under one banner<br />Ultra-personalized experience<br />Connection exchanges<br />Social media check-ins<br />Track and analyze consumer engagement: where, when, how many times, actions after scanned code<br />19<br />
    20. 20. The New Business Card<br />Environmentally friendly: decrease paper waste<br />Export Contacts to address book, email, or contact app <br />Encode the contact details within the code itself<br />Privacy settings, location and event tags <br />20<br />
    21. 21. Mothers and Smartphones<br />Camera phone/apps to keep organized and kids entertained<br />68% use Smartphones while shopping<br />46% Want info about products at the moment they are shopping<br />AdAge<br />Babycenter<br />21<br />
    22. 22. Case Study: Young America<br />Nursery and Youth Furniture manufacturer<br />Info on products before purchase: interior design tips, product reviews and options available<br />Share their findings on Facebook and Twitter with the touch of a button<br />22<br />
    23. 23. Social Shopping<br />Stickybits<br />Collective scanning<br />Barcodes and QR Codes<br />Social graph around products<br />Sponsor: Pepsi<br />“Promoted” tweets on social thread<br />23<br />
    24. 24. QR Codes in Supermarkets<br />Point of Purchase Interaction<br />Aeon, 260 stores, fruits and vegetables<br />Public food safety concerns<br />Records of pesticides, fertilizers used <br />Product information, Recipes<br />Messages from producers <br />Delverde’s Pasta<br />24<br />
    25. 25. Case Study: Best Buy<br />Mobile friendly version of Best Buy’s Shopping site<br />Product page, product reviews from customers<br />Add to online shopping cart to buy later, add to wish list<br />Product Information<br />Educate Consumers<br />25<br />
    26. 26. Kellogg’s New Crunchy Nut Cereal <br />Good usage: prominent location, message offers SMS and explains how to get reader<br />1 of 13 unique videos, “It’s Morning Somewhere”<br />Redefines “prize inside” <br />Ethical issues with target demographic<br />Special K, Lucky Magazine<br />26<br />
    27. 27. Case Study: Dole’s Mobile Salad Club <br />Price Chopper <br />Mailing campaign-40,000 postcards (Upstate NY)<br />Ad in Facebook Page<br />Sign up, get coupon, holiday recipes and entered to win a 500$ Price Chopper Gift Card<br />Active vs. lapsed members in Price Chopper loyalty program purchase one vs. two packages to activate coupon<br />Customers scan, set up loyalty account on app, scan after each visit<br />27<br />
    28. 28. Case Study: myStarbucks app<br />Mobile Payments<br />iPhone App: Gift Card<br />Released in Jan, 2011 <br />Accepted in 6,800 stores<br />28<br />
    29. 29. Case Study: QR Loyalty Program<br />Loyalty program provider<br />Rewards sent as gift cards or vouchers to e-mail address<br />Customers scan, set up loyalty account on app, scan after each visit <br />Code on receipts<br />Self-service<br />29<br />
    30. 30. Opportunities<br />Engage whole new segment: Smartphone Users<br />Connect with new opinion leaders<br />Create a new advocacy group: Mobile Fan Club <br />Connect to brands’ blogs, comment instantaneously<br />Connect and submit activities faster<br />QR Code can allow users to share a pre-made message on Facebook <br />How-to (recipes) at store, Promotions, Contests<br />Kraft’s iFood Assistant App<br />30<br />
    31. 31. Engage Current Brand Advocates<br />Loyalty rewards programs: QR unlocks rewards<br />Any promotional items that hosts distribute to their guests <br />Activities: Scavenger hunts, create their own QR Codes and post to their social networking sites<br />Add QR codes to t-shirt, employees can inform how to use technology<br />Extend reach and “sharing” <br />Wisconsin Candy Company: UGC, videos<br />NY Public Library Sets <br />QR Code “Scavenger Hunt”<br />31<br />
    32. 32. Marketing Mistakes<br />32<br />
    33. 33. Marketing Mistakes<br />Need mobile ready website, site should be a single page and easy to navigate<br />Use a QR code on a website to take customer to another website<br />Limit to brochures<br />Fail to track results<br />JetBlue, NYC Subway<br />33<br />
    34. 34. Clinique’s Marketing Mistakes<br /><ul><li>Does not give adequate instructions
    35. 35. Does not give satisfying incentive: free shipping if purchase 50$ perfume bottle</li></ul>34<br />
    36. 36. The Washington Redskins<br />On official Facebook page<br />Requires a proprietary reader-Conventional readers get meaningless text<br />No clickable link to download reader<br />No indication of destination<br />No option for SMS<br />35<br />
    37. 37. Big Picture<br />36<br />
    38. 38. Start with idea, not tech<br />Effective Marketing Campaign—End Result?<br />Lead customer to act on promise of marketing message<br />Jimmy Fallon’s QR Code Moment<br />Thanking attentive fans for helping<br />him raise 20,000$ for charity<br />37<br />
    39. 39. Creating Your Own QR Codes<br />Free! They are not just for marketers!<br />Providers that charge do so to track scanned codes<br />Scan me! <br />38<br />
    40. 40. Appendix<br />39<br />
    41. 41. Hollrback App for Business Cards <br />iPhone App that lets users create and exchange business cards via QR Codes<br />During the exchange, location and event tags can be added<br />Cards collected by the user can be sorted using the Hollrback website or iPhone app store<br />Users can also customize the content of the cards (separate work info from personal contact info<br />40<br />
    42. 42. Case Study: Delverde’s Pasta<br />18 D’Agostino stores in NYc<br />Build customer loyalty<br />QR codes and SMS keywords<br />Mobile site: recipes and wine pairings<br />Emphasize entertaining needs: casual, formal, romantic, healthy, Italian, outdoor dining<br />41<br />
    43. 43. Special K<br />Cobranded with Lucky Magazine<br />Incentive: Advice about flattering jeans<br />Eat Special K for two weeks, drop a jean size<br />42<br />
    44. 44. Case Study: PoppingFUN Inc<br />Wisconsin candy company<br />Increase activity on their website, YouTube, Twitter, and Facebook <br />link to a mobile site, find videos on the candy and link their findings to their own social networking pages<br />Message encourages users to submit their own videos<br />No filter for video submission, negative feedback of candy<br />