QR CODES AND VIDEOMARKETING TO A MOBILE CONSUMER
Transition between the physical and digital world. QR stands for ‘quick response’ Delivr, QuickMark, BeeTagg, I-Nigma or Kaywa.
Why QR Codes?•Tell a story about your brand•Help supplement information•Open a different spectrum to the interaction with currentor potential customers•Passive to interactive•Create awareness•Entice consumers to voluntarily engage with your brand•Collect information on potential customers
Deﬁne Your PurposeQR codes can be as much about utility as they are about marketing. The more your QR code enhances orstreamlines the lives of customers, the more engagement you can expect. As such, the most importantstep in making your QR campaign a success is to think clearly about the purpose of your code.• Is the purpose to provide an instructional video, a photo catalog of products, contact information or product suggestions?• Do you have a landing page with a strong CTA or offer?• Are you looking to incentivize mobile purchasing behavior through coupons and loyalty rewards?• What are you trying to obtain from the customer – an email address, a Facebook like, a phone call, a purchase?• Are you seeking to provide information about a single product or about the entire brand line?• What is the target audience you are anticipating to scan these codes?
Call On Your Customers•Craft a customer call to action. Think of your QR code as a doorway, only youneed to explain what’s hidden behind the door.•The brief text sitting next to your code should be the world’s shortestelevator pitch.•“Scan this code for an exclusive gift” or “Scan this code for our lowest price.”•Be sure to explain any incentive associated with the code truthfully — it willincrease trust, consumer interaction and the overall ROI of your campaign.
Encourage Interaction•Interact with people in a way thats going to be interesting and fun•Consumers dont want to be bombarded with more info or plain advertising•Provide an incentive:•Greeted with a recipe, a pairing suggestion, • A coupon, fashion tips or a video message • Enter a contest to win, deliver a discount coupon, download a free eBook, talk to a live agent, take a virtual tour, demonstrate a product or service with video, download a free mp3, get VIP access•Give consumers information that would enrich every day life
Design and Usability•Looks matter!•*Use a designer code rather than a black-and-white checker box. Designercodes tend to earn higher scan-through rates, look better on your materials, andeven provide an element of security to assure users that this is indeed the brand’sQR code (and hasn’t been somehow covered over).•Design of the mobile landing page is critical!• The cardinal sin in QR code campaigns is directing users to your desktopwebsite. A desktop site provide little added value over what a user could haveobtained without the code, but usually looks and functions terribly on a mobilephone.•Create a mobile site - or at least mobile friendly
Measuring Scans•The most important metric of a QR campaign should not be the number of scans.•The length of engagement time or the number of clicks on landing page CTA’s are the primary indicatorssuccess.•The power of a QR code is to transform the user experience from a “quick glance” to a “deepdive.”•When users spend a lot of time on your QR landing page, it shows that you have developed somethingcaptivating — a brand worth the interaction.•Having a low number of scans does not mean it is unsuccessful - although generating zero scans is adefinite red flag.•If no one is scanning the code, it’s likely that something is wrong its scanability, the placement isn’tconducive to scanning, or there wasn’t enough allure to the experience.
W.T.F QR CodesThink about where, how, and why your consumer would scan your QR code.
Social Metrics•Look at the points of interaction beyond the QR code experience to judge thesuccess of a campaign.•Was your CTA effective - did a business receive more hits to its website, morefollowers on Twitter, more likes on Facebook?•The more creatively you can provide a meaningful customer experience, themore interaction your QR code campaign will enjoy.•QR codes provide metrics by tying real-world marketing (outdoor signs,magazine ads, etc.) to the mobile web. Be imaginative, purposeful, and experimental with QR campaigns.
Video•Don’t use crappy videos. QUALITY content is king!•Make sure your branding is consistent on each platform•Optimize your video for search engines: -! eywords K -! ame video in a descriptive and objective manner N•Length of video:- Length is relative to the value of the information being offered- Lead with messaging that sounds both interesting and meaningful- You have 10 to 15 seconds to make your case before customers click away
Best Practices Test your QR codes with multiple readers and devices!•Use link shorteners to create clean codes (before you convert to QR)•Avoid using colors that do not provide sufﬁcient contrast•Make your codes at least 1″ x 1″—larger is better.•Provide a sufﬁcient “quiet zone“ around the code.•Avoid using 2D codes on highly reﬂective surfaces.•Consider where your codes will be scanned. Ex. probably not in a subway where there is no Internet connection.•Use a quality QR code generator that provides metrics•Create a strong CTA•Perform A/B testing
Best Practices Continued• Make it relevant• Keep mobile devices in mind • content must be able to ﬁt on mobile device screen• Messages need to be short and to the point (20 seconds) • perform the blink test• Change the content without altering the tag • campaign can turn into a living, evolving experience.• A strong CTA (call to action) • Place content above the fold• Small icon or text instruction in your ad campaign to let people know how to use with the tag (depends on target market)