This document provides 5 tips for running a successful QR code marketing campaign: 1) Manage expectations by clearly explaining what will happen when the code is scanned. 2) Ensure the QR code is a readable size. 3) Thoroughly test the QR code and any linked content on mobile. 4) Provide a compelling experience for those who scan the code. 5) Measure scans to track success and ROI. Additional statistics are given on smartphone and QR code usage, and Microsoft Tag is recommended for QR code generation and reporting.

1. QR Code Marketing5 Tips for a Successful CampaignScan the tag to import me into your mobile contactsGet the App at http://gettag.mobiBrandy StemenEmerging Media Product Manager | San Diego Union TribuneBrandy.Stemen@uniontrib.com@papr8tzi619-293-1463

2. Defining QRQR codes enable a “Quick Response” from image to mobile device by using the camera to scan the image and issue a command based on what the QR code was programmed to doQR codes can command the phone to deliver a web page, dial a phone number, upload a contact into the address book, or download an appThere are many technical terms out there such as “QR codes”, “2D barcodes” and “High capacity color barcodes”- for this discussion, these terms can be used interchangeably as the features of the codes perform similar actions via your mobile device.Microsoft TagQR Code

3. StatisticsTotal smartphone sales doubled in one year and now smartphones represent 19.3 percent of total mobile phone sales. Smartphone sales increased in 2010 by 72.1 percent from the prior year, whereas sales for all mobile phones only increased by 31.8 percentSource: According to Gartner in their report dated November 2010

4. StatisticsIn June 2011, 14 million mobile users in the US – that’s about 6.2% of the total mobile audience in that country – scanned a QR or bar code on their mobile device, according to a study by comScoreAmong mobile users who scanned a QR or bar code on their mobile devices in June:58.0 percent did so from their home, 39.4 percent did so from a retail store 24.5 percent did so from a grocery store20 percent scanned a QR code while at work12.6 percent did so outside or on public transit 7.6 percent did so while in a restaurant.

5. 5. Compelling ExperienceUse QR codes to allow a method of instantaneous, impulsive response or engagement with your products and services-Useful product information -Engaging videos-Exclusive deals -Upgrades-Coupons -Enter a sweepstakes-Click Like or Share -Request a product sample-Sign up for updates -Make Purchases

6. 4. Size is ImportantMany QR campaigns are using images that are simply too small for the mobile device to read or are using images that have been adjusted outside of the proportional sizeBe sure your QR code is within the standard guidelines of usage: 1.38” for standard QR codes and .78” for a Black & White Microsoft TagEnsure that your QR codes have the required border of space around them to be able to be Scanned=Too Small to Scan=Not proportional to Scan=Text is too close to ScanText is here Text is here

7. 3. Mobile Enabled-TEST!If using a QR code to point to a video/audio file or webpage the websites MUST be optimized for Mobile users!Thoroughly test your QR Codes under the same conditions in which your audience will encounter themPrinting Medium: How will your QR Code appear on your printing surface?

8. 2. Manage ExpectationsExplain clearly what will happen when users scan your QR Code. Will it open a website?Play a video? Dial a phone number? Upload a contact into your phone?Download information? Not good- Does not inform what or how to use this QR CodeBetter- Explains how to use but does not inform what the QR code doesBest- Explains what it is and how to get the information from the QR CodeScan the tag to import Brandy Stemen into your mobile contacts .Get the App at http://gettag.mobi

9. 1.Measure Success Keep track of your QR code scans to measure their successUse tracking as another ROI tool for your marketing campaignsMeasure Campaigns:By QR codeBy CampaignBy Region3,641 Scans TotalHeat Map Provided By Microsoft Tags www.tag.microsoft.com

10. Recommended VendorMicrosoft Tags www.tag.microsoft.comTag benefits over standard “QR Code” Provides ENTIRE System-Code generator, reader and Reporting- FREEAbility to redirect Tag at any time- no need to generate another Tag, just point it to a new URLSize of B/W Tag .78” versus QR standard 1.38”Tag Reporting includes: Heat Map, and Scanning stats for daily, monthly and by categoryTags Have Black/white, Color & Custom capability

11. Questions?Scan the tag to import me into your mobile contactsGet the App at http://gettag.mobiBrandy StemenEmerging Media Product Manager | San Diego Union TribuneBrandy.Stemen@uniontrib.com@papr8tzi619-293-1463