This is a presentation that was orginaly produced to share with our Agency. However, it came out so well, we thought we would share on slideshare. This is a good overview of QR codes, Microsoft tags and how to use them in support of your online marketing efforts.

1. QR Codes:
The Bridge Between Offline and Online

2. Agenda
Definition
Quick Background
QR codes vs. Microsoft Tags
Static vs. Dynamic
Real World Examples: Pros and Cons
Brand Examples
Our QR Campaign

3. HISTORY OF QR CODES

4. What are QR Codes?
A Quick Response (QR) code is a two-
dimensional code that can be scanned
by smartphone cameras to
automatically pull up text, photos, Scan or visit:
videos, music and URLs. http://bit.ly/ig0hnB.qr
for more information

5. Quick Background
Born out of necessity, bar codes could only store limited
amount of information
Developers tried to expand on the current number of bars
within a bar code and how positioning resides in order to
allow larger data capacity
Created in 1994 by a subsidiary of Toyota, Denso-Wave.
Initially used for tracking parts in vehicle manufacturing.

6. Bar Code vs. QR Code: Data Capacity
A total of 7,089 characters can be encoded in one
symbol alone.
The typical barcode can only hold a maximum of 20
digits, whereas the QR-Code can hold up to 7,089
characters

7. How does it work?
Smartphone QR Reader (mobile app) QR Code

8. Marries offline and online content
Direct users to various information
and locations via easy to use
“scanner” applications.

9. Where are QR codes applicable?
Magazines
Business Cards
Posters
Shirts
Storefront
Windows
Billboards
Etc.

10. Codes vs. Tags
Microsoft Tags QR Codes
http://tag.microsoft.com http://en.wikipedia.org/wi
Consistent reader ki/QR_code
Free to sue Open-source allowing for
Built-in Analytics many types of readers

11. Static vs. Unique – what's the diff?
Static QR Codes Unique QR Code
Intended for public use (not Intended for a specific
targeted to an individual) individual
Serves up generic content Serves up generic or highly
that is available to a public personalized content
audience Provides advanced
Provides basic reporting: reporting / data
number of scans, time of scanner’s name/address, time/date of scans,
repeated scans, phone’s OS, conversions
each scan, phone’s OS Great for use in direct mail campaigns and
other personalized marketing collateral
Great for use on billboards, store signs,
POS materials, in mass media/print

12. Static vs. Unique Examaples
Static QR Codes Unique QR Code

13. Pros and Cons
REAL WORLD APPLICATIONS

14. Example Implementation Types
QR Code Usage Resulting Action
Coupon Distribution User acquires coupon digitally & instantly
App Installation User is instantly navigated to the app store
Content Distribution User is instantly navigated website, video or other
digital content
Social Engagement User “shares”, “checks-in” or “likes” on specified
social networking platform.
Content Participation User is entered into a contest
Many other applications:
• Bookmark a URL • Create contact (vcard / mecard)
• Make a phone call • Create vCalendar Event
• Send SMS • Find on Google / Bing Maps
• Send Email
• Send Tweet

15. Use QR Codes Appropriately
Use QR codes appropriately with all considerations
accounted for, otherwise your campaign will fail

16. Considerations
Placement / Visibility
Ease of Scanning
Incentive / Benefit to Scanning
Visual Differentiation from Other QR Codes
User experience based on scanner used
Entire Experience Post-Scan
Track Usage of Tags / QR Codes
Use campaign tags in URLs prior to generating QR codes

17. Placement / Visibility / Differentiation
What context is the user in? Mindset? Time? Environment?

18. Ease of Scanning
Can someone scan a code displayed on a moving bus?

19. Incentive / Benefit to Scanning
Why should someone scan your QR code?

20. QR Codes on Websites
If QR Code is displayed on a website:
Provide a clickable link to download the reader
Provide an alternative for those without smartphones

21. QR Code Generators
Many QR code generators Exists
http://2d-code.co.uk/qr-code-generators/
How to use Bit.ly QR codes
http://mashable.com/2010/10/13/bit-ly-qr-codes/
2-d Codes: 10 Commandments for Marketers
http://mashable.com/2011/01/28/qr-code-business-tips/

22. QR Code Design Recommendations
Best Practice Notes
Add Color Palette Does not have to be standard black and white in
order to be scanned. You can embed multiple colors
and apply a color gradient without affecting scan
ability.
Soften Edges Softening up the edges will definitely make the code
appear more friendly and approachable.
Incorporate Placing an image in front of the code, you imbue the
Dimensionality code with a sense of depth. An ordinary barcode
suddenly becomes a form of artwork,
Generate with Up to 30% of a QR code’s data can be missing or
30% Error obstructed, and still be scanned. QR codes can be
generated with 0%, 10%, 20% or 30% error correction
Correction rates built in.

23. QR Code Art & Design

24. More Info
QR code info:
https://www.box.net/s
hared/9j2exv41k7
http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-report

25. BRAND EXAMPLES

26. Starbucks
Startbucks allows customers to pay
using a mobile phone application.
The QR code is scanned by Baristas
to make the transaction.

27. Audi
Audi commemorating 100
years of car manufacturing
by building a QR that was
159 square meters.
The QR code was promoted
by a video.
The code led users to the
Audi’s mobile site, which
included a flash
introduction that notified
users of the milestone.

28. UNICEF
Microsoft Tags are added to water coolers.
Scanning the Mobile Tag will launch an
application that will show some of the areas
where UNICEF is conducting clean water
campaigns.
Clicking on a locale will show the user the
same water cooler jug, except this jug will be
filled with the water from the location rather
than the pristine, clean water they’re lucky
enough to have in their office.
It will also display facts about water use in
the destination and offer the user a chance
to donate.
As more funds are donated to a given
campaign, the water jug displayed will
become clearer. Once the fundraising target
has been met, the water will become as clear
as the water in the office water cooler.

29. Calvin Klein Jeans
QR Codes promoted on
billboards
Codes link users to a video
of their new campaign. The
mobile page includes links
to Calvin Klein’s Facebook
Page and Twitter account.

30. Neatorama & Mental_Floss
QR Codes Scavenger Hunt.
@neatorama and @mental_floss
tweets starting locations at
1030am.
When followers arrive. They scan
the QR code for the next
location.
Random prizes are given out to
individuals throughout the hunt.

31. QR codes in action
OUR CAMPAIGN

32. The QR Code Campaign Approach
Discovery &
Logistics Creation Execution Maintenance
Strategy
Goals Internal Resources Create Launch Maintain
Audience Timeline DACs Promote Measure
Baseline Media Buys
Keyword Research
Alignment

33. Our Campaign: Discovery & Strategy
Define Goals
Education team BOL on QR Codes
Drive awareness of the brown bag presentation
Encourage sign ups via online form (conversions)
Brainstorm on getting team members to sign up for
our QR presentation
Word of mouth
Outlook invitations
QR Flyers

34. Our Campaign: Logistics
Generate QR codes
Create flyers
Write emotional,
educational, humorous,
offensive statements
enticing the individual to
scan the code
Create Marketo landing
page / emails
Baseline analytics

35. Our Campaign: Execution
Place flyers in 4 points around the office
Main entrance door
The Pit
Mike’s office window
Door to the hallway (west end of the office, close to Thad)
Send confirmation emails
Upon sign up
Reminder to attend, 1 day before presentation

36. Our Campaign: Results

37. Our Campaign: Results
29 total scans
6 Brown Bag 14 scans 6 scans
signups
? Number of
attendees
6 scans
3 scans

38. Our Campaign: Lessons Learned
Scanning QR codes is a task. An extra step.
Need a unique message to grab the individual. What’s in it
for me?
Make sure you baseline your campaign
No way to block specific mobile devices from registering via
analytics (testing)
Sabotage is real!
Coloring in dots on QR code
Pasting other QR codes onto your flyer
Copycats

39. Our Campaign: Lessons Learned
Sabotage is real!

40. Thank You! Questions?
QUESTIONS ???
Note: Slides from today’s webinar will be sent to all attendees.
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