QR Codes 101: Examples & Case Studies

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QR Codes 101: Case Studies & Examples A presentation by David Erickson of e-Strategy David Erickson is a strategic communications professional with more than 15 years experience in advertising, public relations and online communications. David publishes the eStrategy network of marketing resources: e-Strategy Internet Marketing Blog e-Strategy Trends eSstrategy TV SOCIAL : e-Strategy at Facebook e-Strategy at Twitter e-Strategy at YouTube e-Strategy at Google+ e-Strategy at Pinterest e-Strategy at Slideshare

Created in 1994 by Denso Wave A Subsidiary of Toyota Track Vehicle Parts Denso Wave does not enforce patent QR Codes license-free Proprietary 2D Code Microsoft Tag Snap Tags

QR Code Scanning Apps Consider the steps need to execute a scan ScanLife ShopSavvy Google Goggles A scanner that wants to be an augmented reality app

Google's Project Glass Augmented reality Trends: Ubiquitous mobile broadband Effortless input Natural computing Motion capture Image recognition Audio recognition Gestures

Visit URL Contact Info Phone Call Text Message Email Calendar Event Wifi

Scanner Demographics, Q2 2012 69% male 16% - 18-24 26% - 25-34 24% - 35-44 15% - 45-54 11% - 55+ 53% Android 43% iPhone

Where People See QR Codes 56% - On a product 46% - In a magazine 45% - On a coupon 27% - In a newspaper ad 21% - In a catalog 17% - On TV 16% - On Outdoor ad Typically at home Controlled environment Scan Dayparting 60% of people scanned from home, according to an April 2012 comScore MobileLens survey.

Why People Scan QR Codes 53% - Get a coupon, discount or deal 52% - Get more information 33% - Enter sweepstakes 26% - Sign up for more information 24% - Watch video 23% - Make a purchase 23% - Interact with social media

QR Code Scans By Quarter, 2009-2012 Scans have risen to more than 15 million a quarter in Q2 2012 from zero in Q1 2009, according to ScanLife QR Code Scans Per Minute, 2011 vs 2012 In Q2 2011, ScanLife app users scanned QR codes at the rate of 24 scans per minute; by Q2 2012, that rate had increased to 120 scans per minute. Share Of Barcode Formats 2D barcodes now make up 76% of all codes processed by ScanLife 30% Don't Know What QR Codes Are 72% of consumers say they have seen a QR code But nearly 30% do not know what it is Majority Of QR Code Scanners Did Nothing With Information 57% did nothing with information obtained from the QR Code Just 41% said that they found the information they received useful 42% had mixed feelings The stage is set for QR codes to take off If we marketers don't screw it up The great thing about QR codes is that anyone can do them But the horrible thing about QR codes is that anyone can do them

Tesco Home Plus Virtual Stores Korean Supermarket chain How do you become the number one grocery chain without increasing number of stores? Virtual grocery store in subways Scan QR code to add to shopping list Buy Groceries delivered when you get home

Famous Dave’s Hawaii Contest [VIDEO] Scan QR Code on flyer Offers real value Mobile optimized form page

Denver International Airport Series of display boards Download free eBooks 1 st Bank’s Brand Promise: “We’re Here To Help You Save” Saves money, saves time

American Burger restaurant Hennepin Avenue in Downtown Minneapolis Capture foot traffic Free appetizers Discounted drinks Exclusive happy hour

QR Codes Generate 50,000 Likes From Glamor Magazine Sept 2011 issue Proprietary SnapTags Designed for use with Facebook and Twitter Readers had to download app, install, scan, and then like Generated 50,814 Facebook likes for advertisers Codes activated by 100,000 readers 4.2% of paid circ

QR Codes on product displays Smart Phones More info For sales associates as much as customers Match scan data to sales data

QR Codes for Employee Satisfaction Table tents in employee lunchroom

QR Codes for Employee Satisfaction Mobile Landing Page Simple yes or no vote

Scan For Plant Help At Home Depot Home Depot & Lowe's offer helpful information on how best to care for a given plant

STARBUCKS Print ad Loyal customers Spend a lot Download a mobile payment app to spend easier

Neustar Banner ad in Marketing Vox email newsletter QR Code in ad captures attention Offer is a free white paper download

Scan takes you to mobile landing page White Paper is one of several options

Graphic Designer Alternative Movie/TV posters Scan sends you to his blog Sells the posters Contact info for graphic design services

Billboard on Lake Street in Uptown Introducing new chef Heavy foot traffic Indoor signage QR codes on drinks

QR Codes on Trading Cards Reconnect with alumni Girls hand out to anyone who says they were a girl scout Includes URL in case people don’t know what QR Code is How The Girl Scouts Of Minnesota Use QR Codes

NATIONAL MUSEUM OF SCOTLAND Labeled exhibit items with QR Codes Allowed people to comment on those items

Curved coffee sleeve makes it difficult to scan

Signup form is not mobile friendly Need to scroll horizontally to match labels with text boxes

Saint Paul Saints Ballpark Concourse Scan obstructed by fans

Calhoun Apartments Scan directed to management company website Tell me what I want to know as a prospective RENTER

UNITED WAY FUNDRAISING Says "Learn How To LIVE UNITED at unitedwaytwincities.org" So it sets expectations about where you are going BUT why not link directly to a fundraising form?

QR Code on Presentation about mobile marketing Small QR Code Poorly lit room No alternative URL

Why?? QR Code Scanning Context Cherries cost $3-5 a bag All I need to know about my cherries is if they taste good Is this really needed Video demonstration

Above a Urinal Poorly light bathroom A trough urinal Do I want to look like a dork? Do I want to risk dropping my smart phone into a urinal?

QR Code on 30 Second TV Ad Uncertain lighting conditions QR code appears halfway through 15 seconds to wait for my app to load, then scan

Medtronic Sidewalk QR Code Downtown Minneapolis Sidewalk Light rail station Couldn’t get it to work

Edina Realty Title [VIDEO] QR Code for Recruiting Transparent background makes it impossible to scan

New York Times Style Magazine Supplement Bell Harbors Shops 2 page, full-color ad Download our app! Malformed URL Missing W in URL: ww.bellsharbor.com Causes Page Not Found Error

Moving Target Cause accidents?

Measurement Analytics Number of scans Number of users When - Time/date Where - what city Tech - Handset Who - Demographics If you ask View usage data Make decisions based on geography, time of day, demographics, tech

Bit.ly Analytics for The Daily Numbers link QR Code Generation Clicks Date range Social sharing Referrers Direct Email Twitter Country location MEASURE: FROM CLICK TO SITE Track Traffic From Click to Conversion Google Analytics Tracks traffic on website Path through website Type of technology Page views/Time on site Form completion Google URL Builder Adds parameters that Google Analytics can track Shorten URL in Bit.ly to generate QR Code

What do you want to accomplish? Context matters Consider user calculations Content matters The path of least resistance Test in the real world Measure and learn