Presentation on QR Codes to the Midwest Direct Marketing Association's 2011 Direct Marketing Conference. This presentation provided an overview of QR and other 2-D barcodes, their relationship with mobile marketing best practices, and examples of QR code use in printed material.

1. MDMA Mike Craig
May 24, 2011 Ruxter Mobile

2.  Overview of QR & 2D barcodes
 QR codes & mobile marketing
best practices
 Examples: what to do/not to do
 Final thoughts and questions

3.  A 2-dimensional barcode is a two-axis
graphical representation of data – a matrix.
 It can be read by dedicated barcode readers
(like FedEx drivers carry) or mobile phone
apps designed to read particular (or multiple)
types of barcodes.
 Barcodes come in many designs. “QR Code” is
just one of many type of 2D codes….

4.  Encodes along a line…one dimension
 Limited in what it can store…12 decimal
digits

5.  Created by Toyota subsidiary Denso-Wave in
1994
 Distinctive three-corner square design
 ISO standards-based and license free!

6.  Distinctive “bulls eye” look
 Patented in 1995, but in the public domain

7.  Composed of modular ‘cells’
 Solid border in an ‘L’ shape
 Generally used for industrial applications
 ISO standards-based and license free!

8.  A New! Improved! 2D barcode! Now in Color!
 Distinctive colored or B&W triangles.
 Higher capacity because information is not
self-contained - connects to MS servers.
 Surprise! Requires a different reader!

10.  Browse to a website
 Bookmark a website
 Make a phone call
 Send an SMS
 Send an email
 Create a calendar event
 Connect to Google/Bing Maps
 Search for an app
 Connect to a YouTube clip
 Send a Tweet
….and many, many others.

11. Barcode Scanner v3.53 (Android only)
i-nigma v3.10 by 3GVision (iPhone, Android)
Quickmark v3.8.9 (iPhone, Android, Windows Mobile)
QR Scanner Pro (Blackberry)

13.  You can’t click paper.
 URLs get mistyped or forgotten.
 Typing URLs on mobile phone? Ugh.
 Keywords+shortcode (text MYBIZ to 12345)
makes the connection – but QR’s provide
more flexibility.

14. The Three P’s: You’ve been
given Permission to reach a
Pocket…treat it as a Privilege.

15. 1. Permission: Mobile is a permission-based
channel – whether opt-in or downloaded
app – the consumer rules.
2. Pocket: Mobile is a small screen with
interaction different from a desktop, as well
as a personal space to be respected.
3. Privilege: Use the immediacy of mobile and
its personal nature to provide your mobile
consumer with something of unique and
relevant value.

16.  Plenty of online resources

17. Rule #1 – Mobilize the content (see Pocket
above).
Rule #2 – Keep the URL or content as short as
possible.
Rule #3 – Provide unique and relevant value
(see Privilege).

18. Not like this:

19. Full URL. No Error Correction Bit.ly URL. High Error Correction
http://www.mobilemarketer.com/cms/news/advertising/9651.html?
utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+homepage-news+
%28Mobile+Marketer++Homepage+Feed%29

20.  Think before you link:
◦ “Is my content providing the best experience to a
mobile consumer?”
◦ “Am I providing opportunities for ongoing
engagement?”
◦ “What am I doing that’s fun and unique?”
◦ “Will my consumer be interested in sharing this link
with others?”

24. ✔ Standard QR
Code
✔ Readable
✘ Flash!
✘ No unique value

26. ✔ Mobile optimized
✔ Readable QR
✘ Different format
(MS Tag)
✘ No unique value

28. ✔ Standard QR
✔ Readable
✘ Flash!
✘ Regular website
✘ No engagement

30. ✔ Mobile optimized
✔ Readable QR
✔ Social Integration
✘ Unique value

32. ✔ Standard QR Code
✔ Readable
✔ Fun
✘ Unique value -
the sweepstakes is
not always
accessible on the
Facebook page.

34. ✔ Standard QR Code
✔ Readable
✔ Engaging Ad
✘ C’mon Kohler…is
this a Bold Look?

36. ✔ Mobile optimized
✔ Readable QR
✔ Social Integration
✔ Permission,
Pocket & Privilege
✘ Direct mobile
engagement
option (push
notifications)

38. ✔ Standard QR Code
✔ Readable
✔ Fun
✔ Amazing potential!
✘ Slow-loading
✘ Flash!
✘ No unique
content – just links
to big web page

40. ✔ Cool QR Code!
✔ Readable!
✔ Fun!
✔ Amazing potential!
✘ No iPhone = no
connection

42. ✔ Standard QR Code
✔ Readable
✔ Social
✔ M-purchase
✔ QR & SMS options
✘ No unique value
specifically
mentioned.

45. ✔ Social
✔ Fun…if you want
another social
network.
✘ Another app to
download
✘ Unique?

52. ✔ Mobile optimized
✔ Standard QR
✔ Readable
✔ Rich information
✘ No social or opt-
in connections

54. ✔ Fun ad!
✔ Standard QR
✘ Long URL
✘ Full catalog…
yawn.

56. ✔ Nicely integrated
✔ Instructions on
use of Tag
✘ Instructions are
okay, but it’s still a
new download
✘ Full site

58. ✔ Standard QR
✔ Informative,
mobile-specific
content.
✔ Social links
✘ Long URL

61. ✔ Integrated
campaign!
✔ Standard QR
✔ Social!
✔ Unique content!
✘ A winner!

62. What the…?
✘ Full site
✘ Zero mobile
optimization
✘ Nothing special
✘ …and it’s FLASH!

66. Are QR codes for real or can I
safely ignore them until
something better comes
along?

67.  Worldwide use has grown by 61.9 %
since the last quarter.
 In the US, growth has been particularly
striking - mobile barcode scans grew
by 181.1 % over the last quarter of
2010
 Up 630 % when compared to Q1 2010.
Source: 3GVision Report Global Growth in Mobile Barcode Usage - Q1 / 2011

68.  32% of smartphone users said they’ve used a
QR code.
 72% of smartphone users indicated they
would likely recall an ad with a QR code.
 Demographics split: 51% Male / 49% Female
 Most respondents reported seeing QR codes
on a product, followed by in a magazine or
on a coupon. And they were typically used to
get coupons or discounts, or to access
information.
Source: MGH February 2011 smartphone users survey - http://bit.ly/gHPpiC

69. 60% 53% 52%
50%
40% 33%
30% 26% 24% 23% 23%
20%
11%
10%
0%
Source: MGH February 2011 smartphone users survey - http://bit.ly/gHPpiC

70.  2009 Japanese 35% 32% 31%
Study 30%
25% 23%
 76% Aware of
20%
QR scanning
15%
 Used average of
10%
1.24 time/wk
5%
0%
Use a Apply for a Get More
Coupon Promotion Information
Source: http://2d-code.co.uk/qr-code-hype/ quoting NetAsia Research

71.  QR codes that provide deep discounts, free
samples, exclusive content etc., can increase
sales but the number of scans and
conversions will depend on the value of the
offering.
 QR codes that don’t provide value to the
consumer will enjoy novelty niche success in
the near term and trail off in response.
 Other technologies (like NFC & AR) will work
alongside QR’s as mobile matures.

73.  A newer
technology
that lets your
phone
communicate
wirelessly to
anything
equipped with
a ‘target’ radio
antenna

74.  QR codes & other 2D codes are a growing
trend.
 They are simple to create and use.
 They are open and inexpensive.
 Provide a bridge from print to mobile.
 Always new technologies on the horizon.
QRC’s are one component of a good overall
mobile strategy – which is just one element
of a good overall marketing strategy.

75. Revise Create
Learn Measure

76.  QR Code Resources
◦ http://2d-code.co.uk/
◦ http://keremerkan.net/qr-code-and-2d-code-
generator/
 Mobile Industry Portals
◦ Mobile Marketer – www.mobilemarketer.com
 Mobile Trade Associations
◦ Mobile Marketing Association (MMA) -
www.mmaglobal.com

77. Mike Craig
VP Marketing
Ruxter Mobile Marketing
mike.craig@ruxter.com
ruxter.com
@ruxtermobi