6. Well, that didn’t tell me much.
Seriously, what are QR codes?
• They’re a kind of bar code!
• Also called graphical tag, 2D bar code,
or [chillingly] matrix code
• Developed by Toyota’s Denso Wave in
1996 to track car parts
• ISO standardized & open source
13. Do you need an internet connection
to make this magic happen?
• Nope
• Data is encoded in
the graphic itself
( “direct” code)
• Plain text can be
returned where
there’s no cell /
wi-fi signal
23. Making QR codes: all generators
are [of course] not created equal.
•
•
•
•
•
24. QR codes provide great metrics.
• Where are people scanning my code?
• Tells you what ad locations are effective
• Tells you which creative is working
• Tells you where you might want to do a pop-up store,
flash mob, or other guerrilla invasion
• When are people scanning my codes?
• Tells you what time of day your customer is active
25.
26.
27.
28.
29.
30. TEST.
• Scan your printed
code
• Try several readers
• Try several phones
• Test all major OS’s
• Test in the light or
other location
conditions you expect
scans to happen
31.
32. TOP 7 SCANNERS (2012)
1 JAPAN
2 US
3 ITALY
4 GERMANY
5 HONK KONG
6 FRANCE
7 CANADA
33. Demographics
Gender
1 & 2D codes QR codes
Female Female
30% 64%
Male Male
70% 36%
PS: Women likes “QR”
34. Mobile OS
Symbian J2ME Windows
3% 1% Mobile
I Phone 1%
18%
Blackberry 23% Android 54%
35. Barriers to adoption.
• Poorly thought out campaigns turning people off
• Competing systems
• Lack of preinstalled code scanners
• Current Smartphone penetration
• But not for much longer
• Unclear value proposition
• Not sure what you’re going to get
• Good ad copy can help with this
36.
37. You’ve got their attention,
so don’t blow it.
• The tag itself is not a call to action
• Tell people what they’re going to get
• Provide friendly instructions
• This is no place for interruption marketing
• Don’t make people watch a commercial
• Don’t waste their time with an insane experience
• Provide something very useful to thank them
for interacting with your brand
• Give people contextual content—products/services that:
• Make sense at the time & place / is best delivered on their phone
• Can be delivered instantly
• Save the user time
38. “Scan resolve” best practices.
• Design a mobile site/experience
• Optimize for all major mobile browsers
• Light, fast-loading graphics
• Big buttons & easy touch navigation
• Make contact with brand easy [phone, email, twitter]
• Make sure the internet is available where the
audience will scan the tag [ie not the subway or airplane]
•Don’t leave them hanging at the end
• Lead people to what they should buy/join/like/visit/share
39.
40.
41.
42.
43.
44.
45. Competition: a bit of a browser
war to muddy the waters.
• QR Codes aren’t the only type of 2D bar code
• Wide adoption in Japan with proven uses helping
them gain traction here
[All phones come with readers, many with RFID shells!]
• Microsoft is trying to dominate North America
with a proprietary system called Microsoft Tag
• ATT&T is doing the same thing with Datamatrix
• Other companies creating proprietary QR systems
that require their reader
• Open source = no champions
46.
47.
48.
49. The upside The non-upside
of Tag. of Tag.
• Excellent metrics • Microsoft stores & controls
• Location data heat map your data
• Password protectable • Internet connection required
• Can set to expire • Some URLs blacklisted
• “Editable” after the • Artistic customization
brochure has gone to makes them hard to
print recognize
• Microsoft resources • Fragments the market
promoting adoption
50.
51.
52. So...should you use QR codes?
“There is no tipping point”
• You don’t need to wait if you think your
audience could benefit
• Educate them & experiment with it
If it makes sense & you can deliver a useful
experience, go for it
• Already have mobile-ready Facebook page, YouTube
**It’s your responsibility ** as a marketer / lover
of new media not to:
• Let clients do inane or frustrating things with QR
• Turn people off the technology by wasting their time
Editor's Notes
For anyone who’s really new to the subject, this is what we’re talking about: this is what a QR code looks like in its basic form.
So what ARE QR codes? What does the QR stand for?
The ‘Q’ stands for ‘quick’. The process or transaction is immediate—ie, when the user wants it.
Open in that specification is disclosed & the patent right isn’t excercised.
AMAZING!
To illustrate the process for you, I’ve developed this little image sequence infographic.
As I learned more about QR codes in researching this presentation, I discovered you don’t actually need to communicate with a server for every possible use of a QR code.
- Data encoded in the graphic &doesn’t need an internet connection to a server to decode it.-One bizarro use for QR codes I came across was using them to label the contents of boxes when you’re moving. Just generate codes with a list of the stuff inside the box, slap ‘em on, and read the codes off the boxes with your phone. Not sure why this is handier than using a Sharpie. But more often then not you’ll be using this to add a little ‘internet’ to physical stuff. So that’s pretty neat. We’re connecting real life stuff to the internet.
Originally, barcodes represented data by varying the widths & spacings of parallel lines in units of 1, 2, 3 or 4.2D developed to put more information in a smaller space.A charge-coupled device (CCD) is a light-sensitive integrated circuit that stores and displays image data by convertingpixels into electical charges (digital cameras & videocameras).
Kanji and kana--- japenese text
NYC Resistor is an electronics hacking collective located in Downtown Brooklyn.
Some generators are simple.
Metrics need to be paid attention to at the “create” stage, because different code generators provide different stuff.
Obscure--Un –illuminated,defective
Size: How big should they be? Huge on a billboard, small enough in print that you don’t have to move your hand superfar away.Is it the ad’s focal point? Or additional information?
Do they belong on TV or on a moving bus?Jimmy introduces Odd Future Trailer for HBO’s True Blood Season 3 – split second, exclusive trailer content – might work by WOM for cult fans
Codes that don’t work waste money, brand equity, and the user’s goodwill towards the technology.This code didn’t have the http, so most readers returned it as plain text instead of a URL
IsQR Catching up with the market trends??
Includes 1D scanning.Women UP 13% from September
What info, product, sevice do you have that is BEST DELIVERED to someone’s phone?
Cannes Lion.Bonus points for essentially doubling site traffic & sales.No mobile site: maybe because it was 2009? No best practices yet? Com
There are competing systems, so to contextualize, let’s delve into the world of 2D barcodes for a minute.Handset manufacturers may be reluctant to preinstall QR readers until the 2D code wars are settled
70 different types of bar codes!2D Barcodes. Most used = QR, Datamatrix (electronics) (ATT&T), & EZ code (Scanlife)Symbol in centre = orientation of scanner
Developed by Microsoft. Basis for Microsoft Tag mobile tagging app. 3500 char/sq inch.8, 4 or 2 colour (b&w) palette.8 color barcode for storing 84 bytes of data4 color barcode is used for storing 58 bytes of Data+VE points:==Password ProtectableCan set to expire after some time
I’m just showing you these because they’re pretty & some of you are artists. This won’t be on the test. Hidden data in pictures is called steganography. Halftone dots at 45° always went in the same direct; Rob Tow @ Xerox figured you could orient some of them the other way to represent 1s & 0s. Colorzip/ColorCode: “aesthetically pleasing”; works in video, curved/clothing & at distance.
It costs 0.5¢ (U.S.) to provide a barcode, while passive Radio Frequency IdentificationRFID still costs about 7¢ to 30¢ per tag.RRID and near-field communication require a hardware investment that probably makes QR the best option for the next several years.“contactless” = mobile payments / RFID being rolled out NOW (before phones are even ready) because Visa wants it to happen – Mastercard Canada reports 25% higher spending Pay PassiPhone RFID skin, stickers with NFC tech, memory card into SD slots on other phones: Visa Paywave—Visa’s offering external memory card solution as a jumpstart so people don’t have to wait 2 yrs for new NFC phonesCoca-Cola Village Amusement Park / 650 teens at a time / “nonstop”
