Posts tagged ‘QR Codes’

August 30th, 2012

Innovative Ways to Use QR Codes to Engage Restaurant and Bar Patrons

If you own a restaurant, bar, coffee shop or any other retail location that uses napkins, you might be interested in an innovative use of QR codes brought to my attention by 60 Second Marketer contributor Lucky Balaraman from The Magnum Group.

By putting QR codes on napkins, you can engage your patrons in some fun and innovative ways. Here are just some of the ideas I came across in doing research for this post:

  1. Take-Out Menu: When patrons scan this QR code, they’ll be sent to a page on your mobile site that has your delivery information. They can bookmark this page for later use or forward it to friends.
  2. Nutritional Information: This is particularly good for restaurants that cater to healthy eaters or to high-end foodies. Given an increasingly health-conscious society, this is perfect for select restaurants.
  3. Specials: Provide bounce-back coupons via QR code that can be redeemed on their next visit to your location.
  4. Surveys: This is a great way to get instant feedback from patrons. The more you use mobile tools to connect with your customer, the better feel you’ll have for their likes and dislikes.
  5. Recipes: If you’re still worried about people stealing your recipes, let me relieve you of that fear. People won’t stop visiting your restaurant because they have your recipes. After all, food is only one of dozens of reasons they’re visiting your location. So give it a try — it’ll act as a reminder of how much they like the menu items at your restaurant.
  6. Mobile Apps: You can use QR codes to drive people through to your mobile app for iPhone, Android, Microsoft or Blackberry. Once they’ve downloaded and used your mobile app, they’ll be more likely to come back with increased frequency.
  7. Trivia: This is always a fun way to keep patrons engaged while they’re in your restaurant. I’d encourage you to have two trivia games tied to your QR code — the first would be family-friendly, and the second would be for singles who are on a date.

How to Create a QR Code. All this begs the question, “What are the steps I need to take to create a QR code campaign like the ones you mentioned?” Here’s your answer.

  • First, mobilize your site. By now, you should have a mobile version of your website. If you don’t, call up your ad agency or web design firm and get them going right away. Or, if you handle your own web design, read this post to learn how to set one up.
  • Then, create a new page on your mobile website. This new page would accomplish the tasks outlined above. In other words, it would have the recipes, the nutritional information, the bounce-back coupons or whatever built into the pages.
  • Once that page is live, copy the URL. Once you’ve copied the URL, paste it into the QR code generator we have on the bottom right-hand page on our site. In seconds, you’ll have generated a QR code that is unique to that page on your mobile site.
  • Copy the QR code. Drag (or right-click) the QR code from the generator to your desktop. Then, email the QR code to your printer (or to ScanNap, where we found the image used in this post) and they’ll deliver your napkins to your doorstep.

Sound good? Remember, your main goal is to find a way to help customers interact with your brand. The more ways you can get them engaged, the more likely they’ll become repeat customers. And that’s what it’s all about.

Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.

Category2D Codes, QR Codes | CommentNo Comments »

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August 21st, 2012

QR Code Best Practices: Tips for Getting the Most Out of Mobile

By Jamie Turner, Founder, 60 Second Marketer

There are several things to keep in mind when using QR codes for marketing purposes. Here are the best practices used by some of the world’s largest brands:

  • Provide clear instructions. Just because you’re familiar with QR codes doesn’t mean everybody is. Help your visitors along by providing them with a line of copy that explains what QR codes are and how to use them.
  • Drive visitors through to mobile-optimized web pages. This may seem obvious, but you’d be surprised how many companies drive people through to regular web pages that are hard to read. Remember, a good QR code experience equals return visits, which is what you’re looking for.
  • Run your QR code promotion in an area that gets good cell phone coverage. It’s frustrating to your customers if they try to scan a code that’s placed in an area with bad cell coverage. Fortunately, bad cell phone coverage is getting increasingly rare, but watch out for subway stations and buildings with signal-proof walls.

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  • Add value for your customer. The best QR code promotions give people something extra for their trouble. Sometimes, as in the case of the Neanderthal Exhibit at the Smithsonian Institution, it’s an enhanced user experience. Other times, it’s something as simple as a discount code or special coupon. The key is to reward them for their trouble.
  • Track your results. Not every QR code generator includes a tracking mechanism, but the best paid options do. If you’re interested in tracking the results of your campaign, it’s worth the investment. After all, what’s the point of running a QR code campaign if you can’t tell how many people scanned the code and how well the campaign worked?
  • Conduct A/B split tests. When you run a QR code promotion, you’ll often be driving visitors through to a mobile landing page. Why not test two different landing pages to see which one converts the best? Once you have a winner, use that landing page as your control and see if you can beat the results with alternate landing pages.
  • Keep your QR code campaigns updated. One of the advantages of QR codes is that the landing pages can be updated on a regular basis. So, for example, if a grocery store has an in-store QR code that says, “Scan here to get this week’s discount,” the grocery store can change the landing page every week to keep the promotion fresh. The in-store QR code stays the same, only the landing page changes.
  • Test before you deploy. Test your QR code off the final proof of the printed materials you’re deploying. There’s nothing worse than sending out thousands of posters with QR codes only to find the wrong QR code was used.

As with all mobile marketing techniques, your QR code campaign will work best if it’s integrated with other marketing programs. Try to resist the temptation to run your QR code promotion in isolation. Instead, run it in tandem with your other campaigns. If you do so, you’ll find your results will be much healthier.

The Future of QR Codes. Will QR codes be around forever? Nope. Will they be around for many years? Maybe. They’re a terrific, fun tool that can be used to differentiate your brand, but new technologies like Near Field Communications and Google Goggles will probably replace QR codes within a few years.

Near Field Communication technology will allow businesses to connect with consumers using wireless communications. As a result, consumers will simply wave their phones in front of in-store posters or other media that have an NFC transmitter embedded into the advertisement.

And Google recently worked with Buick, Disney, Diageo, T-Mobile and Delta Airlines to create marketing materials that leveraged their Google Goggles technology. Users simply opened Google from their iPhone or Android devices and snapped a photograph of the ad. Google Goggles scanned the ads and drove consumers through to web pages that matched the content of the ads. In effect, it was as though the ad was a huge QR code that didn’t require special software to be installed to read it.

Does this mean QR codes aren’t worth the trouble? I’m not necessarily saying that. In fact, for the time being, QR codes are great tools. But within a few years, we expect QR codes to be replaced by NFC technology and by tools like Google Googles.

Until then, use them as much as you can – they’re a great way to stand out in a crowded marketplace.

Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.

CategoryGeneral Marketing | Comment6 Comments »

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August 17th, 2012

How a Big Box Retailer Used “Sundial” QR Codes to Increase Sales 25%

By Jamie Turner, Founder, 60 Second Marketer

One of the biggest challenges businesses face with QR codes is finding new and innovative ways to use them. Most of us have scanned a QR code only to be disappointed when the code loads an uninspiring mobile website or, worse yet, a desktop website that hasn’t been optimized for mobile. (Want to learn how to optimize your site for mobile? Check out How to Build a Mobile Website.)

The secret, of course, is to find a way to reward the person scanning the code with an experience that is both fun and engaging. That’s what eMart accomplished when they created a QR code that worked as a sundial.

The Secret to Their Success. What makes this particularly fascinating is that eMart developed the QR code campaign specifically to combat low sales that happened during the 12:00 pm to 1:00 pm lunchtime period. They accomplished this by creating a “Sundial” QR code that only worked during the lunch hour period.

For more information about the campaign, check out the 2-minute video below. Here are some of the key facts you’ll learn:

  • Lunchtime sales increase 25% while the campaign ran
  • 12,000 coupons were distributed as a result of the campaign
  • New eMart members grew by 58% during the promotion
  • The campaign generated incremental free media for eMart on TV, radio and in print

Check out the video below for more details about the campaign (or click here to view it on YouTube). This is one of the better uses of QR codes that I’ve seen in a long, long time.

Category2D Codes, QR Codes | CommentNo Comments »

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August 15th, 2012

13 Ways Businesses Are Using QR Codes to Grow Revenues

By Jamie Turner, Co-Author, Go Mobile

What follows is an excerpt from Go Mobile (affiliate link), the #1 best-selling mobile marketing book I co-authored with Jeanne Hopkins. The excerpt should give you a sense of what’s covered in-depth in the book.

There’s a trick to using 2D codes (QR, TAG, ScanLife, etc.) that a lot of people overlook. Most businesses think the cool thing about 2D codes is that people can scan them and are instantly driven to a web page. But that’s not the cool part. The cool part is what happens after they get to the web page, and that’s where many businesses fall short.

Think of it this way – a TV in and of itself isn’t really all that big a deal. It’s the content you can access through the TV that’s the cool thing. The same holds true with QR codes – it’s what happens once you scan a QR code that makes it a fun and engaging marketing tool.

The term 2D code is used to describe the category in general, not any specific type of code. Some of the most common types of 2D codes include Datamatrix, EZ Code, Microsoft Tag, QR Codes, SPARQCode and ScanLife, among others.

If a 2D code reader isn’t already installed on your phone, you can download one by visiting one of these websites from your mobile device:

Interested in trying out a QR code? Then scan this one to be taken to the 60 Second Marketer mobile website.

2D codes can be printed on just about any location or surface – newspapers, posters, TV ads, clothing labels, menus, even cake frosting. It’s important to keep in mind that the location must be mobile friendly – subways, elevators and rural areas with bad cell coverage aren’t ideal places to scan a 2D code.

Microsoft Tag, ScanLife, SPARQCode and some other 2D codes allow for data tracking. Some tools will only track the number of scans while others provide detailed metrics like demographics, repeat scans, geolocation and more.

2D codes also include an error correction function that enables “damaged” codes to still be scanned. The error tolerance level can be as high as 30%, so creative license can be used to create designer 2D codes. Items like Jelly Beans, sand castles and product packaging have been used because, as long as there is enough contrast to read the code, the error correction function helps the scanning mechanism adapt to the inadequacies of the code.

How Businesses are Using 2D Codes to Engage Customers. More than 25% of the Fortune 50 have already used 2D codes as a marketing tool. Here are several of the best examples we’ve come across. You can use them for inspiration:

  1. Real Estate Agents are using 2D codes to provide drive-by visitors access to videos that show the inside of homes and buildings. That way, interested parties can see the interior without having to wait to set up an appointment.
  2. BestBuy has added 2D codes to their in-store fact tags to let consumers see information about their products. Customers can also save the information to review at home later or to buy the product instantly via smart phone and have it delivered to their homes later
  3. Delta and other airlines use 2D codes in conjunction with their mobile apps. Users receive their boarding pass via the app and use the 2D code on the boarding pass to check-in at the airport.
  4. Trade Shows, Events and Conferences are using 2D codes on name tags. That way, participants can scan the codes and download the person’s contact information instantly. No more business card swapping.
  5. Esquire Magazine used 2D codes to give readers more information about fashion items featured in their magazine. Users can link to the designer’s website to place an order for a product they saw in the magazine
  6. The Good Cook on BBC1 in the U.K. provides 2D codes so viewers can see all the ingredients and the method of cooking that the chef uses.
  7. Hotels provide 2D codes in rooms to highlight local attractions with coupons to theme parks and restaurants.
  8. The U.S. Department of Transportation and the Environmental Protection Agency are proposing 2D code fuel economy labels on the window of every new vehicle in dealer showrooms.
  9. The New York Times Magazine put a 2D code made entirely of balloons on the cover of their magazine. Users who scanned the 2D code were driven to a special mobile web page promoting their 10th Annual Year in Ideas issue.
  10. McDonald’s uses 2D codes in Japan to provide additional product information and promotions for their menu items.
  11. Bosch VitaFresh refrigerators in Germany placed over-sized, wrapped packages of meat purportedly from dinosaurs, mammoths and saber-toothed tigers in supermarket freezers. The 2D codes on the packages linked to product information about their refrigerators, resulting in over 75,000 views from customers in stores.
  12. A bank in Ireland provided maps of the Emerald Isle to customers. The map referenced a list of restaurants from across the country. Each restaurant had a 2D code that drove people through a Google map of the restaurant’s location.
  13. Bigmouthmedia in Edinburgh, Scotland includes a 2D code on their Google map location, thereby giving people searching for them with a regular computer access to their website via mobile, too.

If you enjoyed this post, you might also want to read “Top 5 QR Code Fails” on the 60 Second Marketer blog. And, of course, there’s a ton of information on how to set-up, launch and run a mobile marketing campaign in Go Mobile.

Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.

Category2D Codes, General Marketing, QR Codes | Comment4 Comments »

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August 10th, 2011

Microsoft Tag vs. QR Codes: The Debate Continues

A few months ago, a member of the 60 Second Marketer community started a discussion on our LinkedIn group that asked, “I am curious about everyone’s thoughts on Microsoft Tags vs. QR Codes.”

You can join that discussion by clicking the link above. In the meantime, you might also enjoy our analysis of the comments and information we received about the Microsoft Tag vs. QR Code debate. (Some very level-headed information was kindly provided by Nick Martin, the Online Community Manager at Microsoft Tag.)

Here’s our report, written by Nicole Hall at Mobilize Worldwide.

While these two codes both fall into the category of a 2D code, many people have differing opinions on which will win out to become the most widely accepted technology. So what is the fuss really all about?Microsoft Tag vs QR Code

We took a look at the 5 factors most commonly discussed in the debate to help you decide which code is best for your business.

Open vs. Closed Source: One of the biggest differences between the codes is whether they are open or closed sources.  QR codes are open source, meaning they can be created by many companies, and each company’s code reader should be able to read every other company’s QR codes. Meanwhile, Microsoft Tag’s technology is closed, meaning you can only create and scan Microsoft Tags using Microsoft’s platform. While some believe the open nature of QR codes will help them gain traction and become more widespread in the market place, others argue that by controlling the entire scanning process, Microsoft will be better able to assure quality, and thus rise to the top.

Adoption Rates: Though QR code companies and Microsoft are both extremely tight lipped about their numbers except to say that they are experiencing extreme growth, many 3rd parties have speculated about each code’s share of the market. According to Nellymoser, who is a partner of Microsoft Tag, Tag has an overwhelming presence in the print publications industry, with campaigns in publications such as Allure, Sports Illustrated and USA Today.

However, in most other areas QR codes seem to be dominating the space. In fact, Burson Marsteller recently reported that 22% of the Fortune 50 companies are using QR to promote their business. Companies using QR codes include retailers such as Walmart, manufacturers like Ford Motors and entertainment companies such as HBO, to name a few.  Additionally, ScanLife QR code readers are preloaded on to many Android devices, increasing the adoption rate amongst these owners. Microsoft Tags are not preloaded on any devices, despite the fact that Windows Phones are also a Microsoft product.

Scanability: Scanability is one of the hottest topics in the debate over codes, but unfortunately there is no definitive evidence one way or the other.  While Microsoft has put out research indicating their codes are successfully read up to twice as often as QR codes, 3rd party research is not available to back up these claims. Anecdotal evidence however, indicates that the codes tend to be fairly evenly matched, but that QR codes scanability can be hampered depending on what codes and code readers are being used.

Customizability:  One of Microsoft’s initial selling points was that, unlike QR codes, they could incorporate colors and custom logos into their tags. But now QR codes are catching up on this front. The codes can operate successfully with a 30% margin of error, meaning designers have been able to get creative with graphics and logos. Microsoft Tags can also include your logo, but typically work by layering a field of dots over a picture, as opposed to actually incorporating it into the design. This makes it easy to create a custom code without a graphic designer, but many argue it does not look as sleek. Check out some examples below and decide for yourself. And, for more cool QR codes, check out Mashable’s article.

Iams MST

Custom Microsoft Tag for Iams

Jay Baer MST

Custom Microsoft Tag for Jay Baer book, Now

corkbin

Custom QR Code for Corkbin

magic Hat QR

Custom QR Code for Magic Hat

 

Cost: It is completely free to create Microsoft Tags and to download their reader. Additionally, their metrics, which include the frequency, time frame, and geography of all scans, come free of charge. Microsoft has guaranteed that all of their services will remain free until at least 2015, and they will give 2 years notice before charging for any service, so a price hike is not a concern for their users. This cost structure differs slightly from most QR code companies which do not charge to create or scan codes, but often do charge a “premium” rate to achieve similar metrics.

While there are some definite differences between the two codes, much of their popularity will come down to individual preference. Regardless of which code wins out, the continuing adoption of one or both of these codes is a definite win for mobile marketers.

Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.

Category2D Codes, General Marketing, Mobile Marketing, QR Codes | Comment24 Comments »

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