An intermediate level perspective on best practices for using immediate response tools like QR codes and near field communication and a sneak peek into what's next.
2. ABOUT THIS PRESENTATION
This is our “201 course” on QR and immediate
response techniques. Looking for more of a primer?
Check out our 101 at http://slidesha.re/QRpres
3. THE BIG QUESTION:
ARE QR TAGS
EFFECTIVE?
The short answer: It depends on what you’re trying to
achieve
4. WE’VE ALL HEARD THE
OBJECTION:
WHAT WE DON’T KNOW
• What was the brand trying to
achieve?
Brand X tried a
• What did the QR tag offer?
QR tag and it
didn’t work • What experience did it take
people to?
• What was the ROI (or the
opportunity cost)?
5. THE QR OPPORTUNITY
1 ACTIVATE MEDIA
Print to web response rates are QR tags are a low- or no-cost way
notoriously low (unless there’s a to make that media more active
sweepstakes involved, of course). and more actionable.
6. THE QR OPPORTUNITY
2 BE MORE ACCESSIBLE TO
SMARTPHONE USERS
Few consumers have higher expectations for brand
experiences than those wielding smartphones.
Today, the potential audience is:
13 OF 13
Of American adults Of smartphone
own smartphones owners scan QR tags
(Among (70% are interested in
physicians, it’s 80%) the tags)
MGH, 2011
7. SO WHAT LIMITS THE
EFFECTIVENESS OF QR FOR
BRANDS?
Three things.
8. OUR EXPECTATIONS
QR codes represent an incremental opportunity to activate
more (otherwise passive) readers.
SOMEWHERE IN
BETWEEN
QR tag users tend to be exactly the people brands want to engage.
• They’re more educated and affluent
• And they’ve self-qualified (they want more information about
your brand)
9. OUR EXECUTIONS
A QR code alone is rarely enough. It’s what we use it to build
that really matters. Today, many QR tags fail on two fronts:
THE POSITIONING THE DESTINATION
No clear value Websites not
proposition or offer optimized for mobile
Small size, difficult to Challenging
capture or use registration processes
10. OUR MEASUREMENT
The impact of immediate response tactics will be different by brand
and by audience. Start with a baseline expectation for
engagement: Interactions with tags should be ~1/3 of our typical
banner ad click-through rate.
Then try:
CHAMPION/CHALLENG
ER TESTING
with multiple low- and no-cost immediate
response tactics.
Which will earn the most hand raisers
for your brand?
• Short URLs
• Memorable URLs or key phrases
• QR tags
• Short codes/SMS
12. THE MOST EFFECTIVE USES OF QR
TAGS SHARE TWO THINGS IN
COMMON:
Demonstrating
Purposeful in
compelling
their promotion
value
13. WHAT IS COMPELLING VALUE?
It’s a great answer to this fundamental question:
Why should I scan the QR tag?
14. QR TAG USERS ARE LOOKING FOR
THAT COMPELLING VALUE
Why smartphone users have scanned QR tags:
0% 10% 20% 30% 40% 50% 60%
Get a coupon, discount, or deal
Access additional information
Enter a sweepstakes
Sign up for more info
Access a video
Make a purchase
Interact in social media
Other
MGH/eMarketer, 2011
15. HOW DO WE CREATE MORE
PURPOSEFUL PROMOTION?
Two key creative questions:
How is it positioned - is it prominent?
Is the value position shown clearly?
16. ONE GREAT EXAMPLE
All the basics are
covered in the:
Clear value proposition
Great, actionable tips
for first timers
Big, easy-to-scan code
17. PLUS IT UP
Three extra things to try on your next code:
Customize it: A custom QR Code offers
1 product branding and generates 2.4x
greater response than an ordinary QR tag.
Add a short code: Build in a little
2 redundancy; if your customers are having
trouble scanning the code (bad
light, angle, etc.), give them an easy work
around with a short URL or text code.
Advanced Telecom Services, 2011
18. PLUS IT UP
Three extra things to try on your next code
Go ahead, think big: To scan, your QR
3 tag has to show a pattern, but it doesn’t
have to be a little black and white square.
iQ created this fully scannable
3-foot x 3-foot QR tag out of
625 syringes.
See it in action:
http://bit.ly/iQvideo
20. MOBILE OPT-IN
It’s how we connect with each other
224 million of us text message. The 65+ set averages just five
texts per day, but the 18- to 24-year-olds tap out ~110 every day!
And how brands communicate to–and even with–their
customers and fans. To subscribe, people text a key word (text:
weight) to a short code (53016). The brand automatically replies
with a set of ongoing marketing messages. Consumers can interact
with short Y/N replies and opt out anytime, usually by typing STOP.
Want to try it?
Text “baby” or “weight” to 53016 to join an opt-in program.
Or text “med” to 53016 to see how double opt-in works.
Pew Internet and American Life Project, 2011
21. SIMPLE SHORT URLS
Why? They’re as free as QR tags and even easier to track.
What’s a short URL? It’s a forwarding service that lets users take
any existing URL and shorten it. They were popularized by Twitter
(where character limits are short)!
Want to try it? Go to https://bitly.com/ and enter any URL to
see the short version.
Free URL services (like
bit.ly) have tracking
and reporting built in:
22. IMAGE RECOGNITION
One of the core limitations of QR tags is
that they work only with smartphones.
Using a technology that works with
camera phones can double –
sometimes triple – your audience.
Image recognition makes that possible –
although, it does take an extra step.
Users take a picture of an ad or package
and email or text it to the brand to get an
offer or information back.
Want to try it? Take a picture
of the got milk? ad on the
right, and and send it to
milk@agm.tw
24. THE GAME CHANGER ON THE
HORIZON:
NFC stands for near-field communication.
• Like RFID and Bluetooth, it creates wireless connections
between two devices in close proximity to each other.
• But for simple transactions, NFC is more instant, spontaneous,
and actionable for people to connect with brands.
25. THE NEXT EVOLUTION OF
ENGAGEMENT ISN’T TYPING OR
EVEN SCANNING, IT’S TAPPING
This is the kind of “ah ha” ease of use that inspires
rapid adoption and bridges the technology divide.
26. THAT IS, AS SOON AS THE
HARDWARE CATCHES UP…
Today, most of the new Android smartphones have NFC.
But Apple and RIM have been slower to adopt.
See the full list:
http://bit.ly/nfclist
Utility (airline or sean)SavingsAdvantageAccess (best buy)
Google Nexus S, Galaxy S II, Nokia N9, BlackBerry Bold 9900
Google Hotpot – the new Google Maps features which make it easier for you and your friends to discover and share places – hasn’t been Google’s most exciting offering, but they’re going to be using it to start promoting widespread use of Near Fields Communications technology in America. Trials in Portland, Oregon will begin soon with businesses placing “Recommended on Google” stickers on their doors and windows. Users with NFC-equipped devices – Nexus S owners only, for now – will be able to pull that particular business’s information in by placing their phone near the sticker and will allow you to read more about the place, read and write reviews, and more.The poster campaign features an exclusive movie trailer and a link to the X-Men film’s Facebook ‘like it’ which is accessed by tapping an NFC-enabled smart phone on poster sites around London. Each site has a pre-programmed NFC chip affixed to the rear of the poster.
Increase your Facebook Likes by creating your own Facebook Like Campaign. Customers simply tap your poster or sticker and press the ‘Like’ button directly on their phone. This automatically creates a ‘Like’ on your chosen Facebook page so it’s simple and instant.Create a completely customised campaign with bespoke design/artwork and different tag functions such as dial a number, send an SMS and Mail to. With NFC tags, the possibilities are endless so with our custom campaign service, we can accommodate any requirements you may have. Whether you’re a taxi company that wants to allow customers to tap a poster that auto dials your office or are you a promoter that wants to allow people to enter by a simple tap and text service we can make it happen.