Lessons LearnedFrom the Best QR Campaigns in 2011Roger MatusExecutive Vice President                                     1
The Market                 What Is Happening In The Magazine Industry                            • 4468 Action Codes (Top ...
Demographics               Top Advertisers in Top MagazinesCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confiden...
Which Code?                QR Dominates In Magazines                            • Response rates were similar between QR a...
What To Expect             Data From 500 Nellymoser Campaigns                            • You can expect 500-1000 scans w...
Best Practices             Recipe for Success                           1.        Define Your Goal                        ...
Case Study                 Most Successful Code Campaign of 2011                                                          ...
Call To Action             Each Call To Action Was Well Defined                                                           ...
Repetition Reinforces Action                                  Repetition of Tags Drives Engagement                        ...
Smart Sweepstakes Makes It Easier To EnterSweeps Remembers All                                                            ...
Case Study                 ESPN Magazine – NFL Confidential Campaign                                                      ...
Clear Instructions and Benefits                                                                                           ...
Call To Action             Active Voice with Clear Value                            Which ad would be more likely to scan?...
Case Study                 Bose: One Ad Across 8 Different MagazinesCopyright 2011-2012 Nellymoser, Inc. | Proprietary and...
Video With Post Roll and Link To Store                                                                                    ...
Post Roll Is Key To The Payoff                                        Always Have A Branded Post RollCopyright 2011-2012 N...
Reach                      Don’t Leave Out A Potential Audience                            • Not every mobile phone is an ...
Summary                    Lessons Learned                            • Define your goals                            • Cle...
Thank You.Please contact me to learn more.Roger Matusroger@nellymoser.com                                   19
Upcoming SlideShare
Loading in …5
×

QR Code Best Practices: Lessons Learned From the Best QR Code Campaigns in Magazines

444 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
444
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

QR Code Best Practices: Lessons Learned From the Best QR Code Campaigns in Magazines

  1. 1. Lessons LearnedFrom the Best QR Campaigns in 2011Roger MatusExecutive Vice President 1
  2. 2. The Market What Is Happening In The Magazine Industry • 4468 Action Codes (Top 100 US Magazines in 2011) • Percentage of ad pages is increasing:Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  3. 3. Demographics Top Advertisers in Top MagazinesCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  4. 4. Which Code? QR Dominates In Magazines • Response rates were similar between QR and Tag • Digimarc Watermarks had key wins in 2012Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  5. 5. What To Expect Data From 500 Nellymoser Campaigns • You can expect 500-1000 scans with your first one-off campaign (one month, one magazine) • Repetition increases the response rate 6 5 4 3 2 1 0 M1 M2 M3 M4 National Women’s Magazine • Multi-code campaigns following best practices increase response rates between 5-10% • Successful sweeps following best practices have response rates between 5-15%Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  6. 6. Best Practices Recipe for Success 1. Define Your Goal 2. Clear Call to Action That Supports The Goal Goal Call To Action Demonstrate Product/Service Video Branding Photo Flip Books Expanding Your Relationship Build a List Sweepstakes Coupons Sign-up forms Social Sharing Links to Facebook, Twitter, Pinterest, etc. Use auto-fill. Commerce E-Store Bricks-and-Mortar Store Locator 3. Repeat Product Galleries 4. A PayoffCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  7. 7. Case Study Most Successful Code Campaign of 2011 400,000 mobile entriesCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  8. 8. Call To Action Each Call To Action Was Well Defined • Action Term. In this case “Snap.” “Scan” also works. • Benefit is defined. • No longer recommend icon. • QR works, too.Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  9. 9. Repetition Reinforces Action Repetition of Tags Drives Engagement In Both Editorial Pages and AdvertisementsCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  10. 10. Smart Sweepstakes Makes It Easier To EnterSweeps Remembers All Opportunity for Sponsors Entered Data. To Provide Content ThatSubsequent Scans Lead Furthers Engagement Directly to Thank You Pages.Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  11. 11. Case Study ESPN Magazine – NFL Confidential Campaign April 4, 2011 MLB Latin American Confidential Exclusive video content April 18, 2011 NFL Draft Confidential Photo flipbooks of NFL Draft May 2, 2011 NFL Agent Confidential Q&A with NFL AgentsCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  12. 12. Clear Instructions and Benefits • Provides Instructions for Downloading Reader, Scanning • Highlights Content • Explains Sweepstakes Incentive • On each pageCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  13. 13. Call To Action Active Voice with Clear Value Which ad would be more likely to scan?Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  14. 14. Case Study Bose: One Ad Across 8 Different MagazinesCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  15. 15. Video With Post Roll and Link To Store Re-launch Video Link to Mobile Store • Purchase from Mobile Site • View Product Specs • Read Reviews • Locate a Store • View More Bose Products • Access SupportCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  16. 16. Post Roll Is Key To The Payoff Always Have A Branded Post RollCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  17. 17. Reach Don’t Leave Out A Potential Audience • Not every mobile phone is an iPhone • YouTube covers only about 60% of internet- connected, scan-capable phones • Test on devices in addition to an iPhone: – Get a large screen Android phone, e.g., Droid Bionic – Get a BlackBerry with a keyboard – Get a feature phone • Make sure your content looks good on all of themCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  18. 18. Summary Lessons Learned • Define your goals • Clear Call To Action with the benefit explained • Repetition – Across the same issue – Across multiple issues • Go to a mobile site with a clear UX driving to your goal • Insist on a “post roll” or “close the deal” • QR codes dominate, but watch watermarking • Don’t leave out a potential audience – testCopyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
  19. 19. Thank You.Please contact me to learn more.Roger Matusroger@nellymoser.com 19

×