8. 8
QR ?
Toyota
Bar vs QR URL
text
How? phone number
SMS / text message
What for?
vCard
geolocation
wifi login
social
9. 9
What about you?
Who has a smartphone?
Who has a 3G enabled smartphone?
Who has a QR code reader?
Who has already used it?
Who has already created a QR code?
Where did you scan / publish your code?
Delhaize gare centrale: http://blog.intotheminds.com/delhaize-launches-innovation-in-brussels-virtual-shopping-central-station-cube-delhaize-direct/
http://www.marketingcharts.com/topics/demographics/consumer-qr-code-scans-up-157-22145/scanlifeqrdemos585jpg/ Consumer QR Code Scans Up 157% May 21, 2012 by MarketingCharts staff Mobile barcode (or QR Code) scans by consumers were up 157% in Q1 2012 over Q1 2011, according to a report by Scanlife, the mobile barcode solution provider. ScanLife conducts its “Mobile Barcode Trend Report” annually to provide an analysis of consumer scanning traffic and marketer adoption of both two dimensional barcodes (QR Codes) and UPC barcodes (the traditional kind common to packaged goods). It analyzes data and processes traffic from over 5 million ScanLife users and thousands of unique QR Code campaigns from around the world. Advertisement ScanLife did not break down its data by industry, but Nielsen earlier this month revealed that among US smartphone owners who used their devices while shopping in-store, 57% have scanned a QR code for product details while in an electronics store, compared to 36% who have done so in a department store, the next most-popular location for this activity. Other stores where smartphone shoppers have scanned QR codes are mass merchandisers (31%), grocery stores (26%), office supply stores (20%), clothing stores (16%), and convenience stores (8%). Just 5% have done so in a furniture store, and only 2% in a dollar store. Retail is of course just one use of QR codes. Magazine advertisers’ use of mobile action codes, including all 2D barcodes, QR codes, Microsoft Tags, and watermarks, continued to be solid in Q1 2012, according to a May 2012 study from Nellymoser. The percentage of advertising pages with an action code, perhaps the most accurate measurement of mobile action code adoption, remained above 8% each month during Q1 2012, for the first quarter since Nellymoser began tracking this metric in March 2011. The percentage of advertising pages with an action code reached a peak of 8.9% in January, before falling to 8.3% in February and 8.05% in March. Key findings Total scans continue to climb as ScanLife saw 13 million scans processed in Q1 2012 alone, a 157% increase from more than a year ago The most popular QR Code marketing campaigns are delivering video, app downloads and product details Quick-service Restaurants (QSR) made its debut in the Top 2D Campaigns by industry category as millions of codes were distributed by some of the most popular national restaurant chains in the United States iPhone OS made fairly significant strides with 6% growth from Q4 2011; and now drives traffic about equal to Android OS. These two operating systems deliver 93% of the total traffic. Demographics The gender continues to skew male, however there has been an 8% shift in the female audience compared to Q1 2011. Still, gender percentages have remained consistent over the last two quarters. The 25-34 demographic continues to make up the largest portion of users, which had its highest percentage yet this quarter at 35%. About the Data: ScanLife pulled the data for its Mobile Barcode Trend Report from the ScanLife Reporting Platform, which represents a broad look at the entire market. The 2D barcodes may have been generated on the ScanLife Platform, or from 3rd party generators. The 2D barcode scanning traffic may come from either the ScanLife app or 3rd party apps.
http://www.marketingcharts.com/wp/uncategorized/qr-code-scanning-not-yet-a-mainstream-activity-for-us-smartphone-users-27349/attachment/nielsen-smartphone-commerce-activities-feb2013/ Nielsen has released a report [download page] called “The Mobile Consumer: A Global Snapshot,” in which it examines device penetration, activities, and advertising across 10 countries. Among the findings, 24% of American smartphone users surveyed during Q2 2012 reported scanning a barcode or QR code in the previous 30 days. Of the selected commercial activities, that ranked behind mobile banking (38%) and location-based services/GPS (48%) in use, but far ahead of NFC/mobile wallet use (3%). Advertisement The US was ahead of most of the other countries in terms of QR code scanning, behind only South Korea (38%) and China (30%). It’s also worth noting that the survey was conducted in Q2 2012, so there may have been some growth in adoption since then. A recent study from Pitney Bowes found that 19% of Americans claim to have used a QR code, putting adoption in the US ahead of the UK (15%), Germany (14%), and France (12%). The US was more middle-of-the-pack in use of mobile banking and location-based services/GPS, with South Korea also out in front in both activities. But the US was well behind in use of NFC/mobile wallet. With just 3% of smartphone users reporting this activity, the US trailed China (20%) and South Korea (15%) distantly, also well behind Russia and Brazil (each at 11%). The report notes that the top shopping activities for US smartphone owners are in-store price comparison, online coupons, and purchasing products. About the Data: The data is derived from Nielsen Global Smartphone Insights, first half of 2012, and Nielsen Mobile Insights, 2012. More detailed methodology regarding the insights for each country can be found in the report.
http://www.marketingcharts.com/wp/interactive/qr-code-users-primarily-looking-for-product-info-and-promotions-25842/attachment/prs-uses-of-qr-codes-jan2013/ QR Code Users Primarily Looking For Product Info and Promotions January 3, 2013 by MarketingCharts staff When presented with an image of a QR code, 94% of smartphone shoppers surveyed by Perception Research Services International (PRS) reported having seen one, while 44% claimed to have used one. Among those shoppers who reported having used QR codes, the predominant uses were for general product information (69%) and promotions (65%), with price (57%) also a motivator. Respondents, who were required to be responsible for at least half of their household’s grocery shopping, were generally less likely to use QR codes to obtain product reviews (42%), loyalty rewards (40%), or to find a store’s location (29%). Advertisement The study also finds that men are more likely than women to be both familiar with, and users of, QR codes, a result that aligns with research from Scanbuy showing that QR code users skew male. Overall, unaided awareness of QR codes among PRS survey respondents stood at 57% (men: 75% / women: 52%). About the Data: The PRS survey was conducted in May and June 2012 among 1,450 consumers drawn from a nationally representative online sample who met the following criteria: Responsible for at least half of household grocery shopping; 18 years of age or older; and 80% female / 20% male.
http://www.marketingcharts.com/direct/qr-code-adoption-by-merchants-booms-22306/multichannelmerchant-qr-code-adoption-june2012png/ QR Code Adoption by Merchants Booms June 7, 2012 by MarketingCharts staff Merchants are integrating QR codes into their marketing strategies at a far greater rate this year than last, finds a [download page] Multichannel Merchant survey released in June 2012. Fully 47% of respondents this year said they are using QR codes, a dramatic increase from just 8% a year ago. A further 15% aren’t yet using QR codes as part of their marketing strategies but are considering doing so. All told, 38% are not using QR codes and aren’t considering them, down significantly from 72% last year. Advertisement Merchants aren’t the only ones making greater use of QR codes: a recent report from ScanLife found that consumer QR code scans were up 157% year-over-year in Q1 2012. Most Use QR Codes in Print Catalogs While last year, merchants were divided on the best use of QR codes, this year, a clear hierarchy has emerged. 63.2% are using them in their print catalogs, while 47.4% are using them in postcards and/or other non-catalog mail pieces. About 2 in 5 merchants are using them as part of their marketing collateral (signs, bags, etc.), with 15.8% saying they have found other uses. Last year, 35% were using QR codes in each of the specific ways identified, with 15% finding other uses. Merchants Increasingly Target Shopping Cart Abandoners Further data from the “MCM Outlook 2012-2013″ report reveals that adoption of QR codes isn’t the only marketing strategy that is capturing the attention of a greater amount of merchants. This year, just 38.3% said they are not marketing to people who have abandoned carts, marking a significant drop from 60.9% of merchants last year who were ignoring these potential customers. Indeed, this year, merchants rated this strategy as much more valuable to their online efforts than they did last year. Aside from email reminders, the most common ways of marketing to shopping cart abandoners this year are by special offers via email (37.4%) and remarketing ads on other websites (29.9%). The latter in particular has become more popular, almost tripling from 11.3% of merchants a year ago. Other Findings: 38% of merchants are using live chat on their sites this year, up from 17% last year. The most popular rich media techniques used by merchants are video (64.3%), alternative views (45.5%), and zoom (42%). 52.7% are now using some element of mobile commerce, double the 25.9% from last year. The most common mobile commerce strategies are a mobile commerce site (29.5%), mobile applications (16.1%), mobile search ads (15.2%), and acceptance of mobile payments (15.2%). 45.9% of merchants, including 44.3% of B2C sellers, are not selling in marketplaces. 41.3% of the overall respondents are selling in Amazon, and 23.9% in Ebay. 65% of merchants’ sites include a trustmark of approval from a third-party company, relatively unchanged from 63% last year. The most common site search functions offered are the ability to refine results (70.5%) and thumbnail images with results (54.7%). PayPal is the most popular type of alternative payment option provided (50.9%). The proportion not providing an alternative option has dropped from 53.8% in 2011 to 35.5% this year.
COMMENT The Three Rules of QR Codes By Roger ⋅ September 14, 2009 ⋅ Email this post ⋅ Print this post ⋅ Post a comment The three rules of QR Codes are not rocket science and are pretty much self evident. However this has not stopped some advertising agencies breaking the rules and handing their clients a poorly performing or dysfunctional campaign. This post is an extension of three previous posts in which using a mobile device friendly landing page, QR Code size and content were discussed. If you see any additional examples, good or bad, please share them in a comment below. 1st Rule: Mobilize the landing page Breaking the rule: Antony McGregor Dey, CEO Qmcodes, spotted this poster for Jacobs Creek wine and the opportunity to win tickets to the Australian open. The QR Code resolved to the non-mobilized company website with a linked banner proclaiming “Mobile phone users click here for the Australian open promotion”. That link too went to a non-mobilized page! (The link and offending page has now been removed). Keeping the rule: In recent newspaper advertisements Fendi have also chosen to use a QR Code that decodes to their main site url http://www.fendi.com. However if you are accessing the site with a mobile device they are using user agent detection to redirect to their mobile website http://mobile.fendi.com/. The Fendi mobile site is quite comprehensive and gives a choice of languages, Italian or English. Original post: Italian Fashion House Discovers QR Codes 2nd Rule: Keep the url short Breaking the rule: The QR Code in this advertisement for Ralph Lauren in New York magazine decodes as http://m.ralphlauren.com/default.aspx?ab=nym , an unnecessarily long url. The QR Code could have been smaller and encoded with a higher level of error correction (ECL) if a url shortener had been used, such as http://3.ly/9Xe. Original post: Ralph Lauren QR Codes Keeping the rule: When Dicks Sporting Goods launched their new m-commerce site with a giant QR Code at a ball game, they did not use a subdomain of their existing site. They chose instead to use a new domain and a much shorter url http://dsports.mobi/ which encoded as a smaller QR Code. Original post: QR Code on the World’s Largest HDTV 3rd Rule: Make the content valuable Breaking the rule: Siemans latest newspaper advertisements have a QR Code that resolves to a url well and truly breaking the 2nd Rule http://m.siemens.com/en/answers/climate_change_energy_supply.htm. It gets worse, the reward for reaching the “Climate change and energy supply” section of Siemens global mobile website is a series of short paragraphs on combined-cycle power plants, HVDC transmission lines and performance contracting. These are about as exciting as watching paint dry. Where is the engagement? Where is the climate change and energy supply game/quiz with prizes, for example? If someone has gone to the trouble of decoding your QR Code the last thing they want to see is bland content, instead give then something valuable. Original post: Siemens QR Code Advertisement Keeping the rule: The good things about this Suntory QR Code are firstly it’s on a beer can :), secondly the QR Code resolves to a mobile site where visitors can offset 100g of CO2 once per day and feel good about it and thirdly there is a daily lottery with the chance of winning cash prizes. In other words, valuable content that engages the visitor and makes the decoding of the QR Code worthwhile.
http://beqrious.com/carbon-offsetting-and-a-qr-code/ CARBON OFFSETTING AND A QR CODE Carbon offsetting h as recently gained global appea l because of concerns raised by many consumers in Western countries. People, they contend, need to know and be more aware of the negative contributions that we give to the environment. For large companies, government bodies, and other legal entities, they can purchase their own carbon offsets to comply with the restriction on the amount of carbon dioxide they are allowed. Our lifestyle, our habits and the economy as a whole, have turned earth into a soon unlivable place. So, what does THIS have anything to do with QR Codes ? As mentioned, carbon offsetting is popular in some Western cultures and the benefits of purchasing them is not regularly seen in other countries, especially in Asia. All this is about to change because Japan, being one of the most progressive countries in that part of the world, are digging their fingers in. Suntory Japan announced that they will be running a campaign starting from July 21 st onwards that will embrace carbon offsetting. Suntory will introduce 25,000 limited edition beer that comes with a QR Code printed on them. While this is nothing unusual for 2d barcode conscious Japan, the campaign is somewhat unprecedented – not on this scale, anyway. Purchasers of the Barley Gold Beer can get access to imprinted QR Code and be led to a mobile website that gives visitors the opportunity to offset 100g of carbon dioxide in a single day. In Japan, they use something called the QUO card which works, essentially, like a prepaid cash cards or debit card, if you will. When they use that, they get the chance to enter a lottery. Everyday, there will be a winner. What better way to encourage carbon offsetting than by offering LIMITED EDITION beer and a daily reward? Brilliant! Although we found it strange but the campaign will last from July 21 st and will end forty-two days later. Odd number…why forty-two and not a whole month? The Kyoto Protocol helped establish a system called the Clean Development Mechanism. For more information about this and other stuff about carbon offsetting, click here.
http://beqrious.com/german-charity-uses-qr-codes-to-get-donations/ GERMAN CHARITY USES QR CODES TO GET DONATIONS A German charity ca lled Fiftyfifty used quick response codes in order to generate more donations. The charity’s unique awareness campaign, which was called Frozen Cinema and which ran from December to January, simulated or replicated the experience of those who are homeless in order to encourage people to donate to its cause. For this campaign, Fiftyfifty worked hand-in-hand with cinemas across the country. The cinemas turned their air conditioning system down to 42°F (8°C). Moviegoers then got to watch a short film that featured homeless people telling them all about the campaign and explaining why the temperature in the theater was getting colder. Simply put, this campaign allowed moviegoers to experience the freezing cold temperature that the homeless have to deal with while staying outdoors during the cold winter months. And as the temperature in the cinema dropped, blankets with QR codes printed on them were distributed to the members of the audience. The QR code on the blanket, when scanned using a mobile phone that is equipped with a QR code reader application, took scanners to a website that allowed them to donate money to the charity. This particular campaign is truly unique in that it does not only use QR codes to connect the offline world with the online one. It went one step above the ladder and allowed people to physically experience how it is to be homeless in order for them to be able to empathize and sympathize. There was that physical reminder to reinforce the audio-visual presentation about the campaign. Needless to say, the QR codes were merely used to provide people with the quickest and easiest way to donate money, one in which they are no longer required to leave their seats. In fact, they can donate while snuggled warmly and cozily beneath their blankets.
http://econsultancy.com/be/blog/62005-five-things-diageo-learned-from-using-qr-codes-to-personalise-whiskey-bottles?utm_medium=email&utm_source=daily_pulse Posted 30 January 2013 17:04pm by David Moth with 7 comments 2 inShare One of the loftier goals associated with the increased adoption of smartphones is the creation of the ‘the internet of things’. More than just a catchy phrase, the idea is that digital technology can be used to connect everything in the physical world to the web with smartphones acting as a universal remote to control our surroundings. The opportunities that this presents for brands were discussed by Evrythng’s Andy Hobsbawm and Diageo’s Venky Balakrishnan at Econsultancy’s JUMP New York event. Hobsbawm began by highlighting examples of products that are already blurring the lines between real life and digital, such as a central heating system called Nest that learns to control the temperature of the owner’s home based on their previous behaviour. Another example is a BUPA app that allows the user to access nutritional information on any grocery product by scanning the barcode. If you look at the web today is it dynamic and personalised, but none of this exists in the real world. Everyday items like chairs, cars and bikes do not have this kind of intelligence. There is therefore a huge opportunity for brands to allow consumers to personalise products using the smartphone as a controller. But how does this work on a practical level without incurring massive costs while reengineering products? Diageo’s whiskey bottles To demonstrate how the internet of things might work in practice, Balakrishnan highlighted a Diageo campaign that allowed sons to personalise a whiskey bottle bought as a gift for Father’s Day. It was driven by a desire to take advantage of increased consumer use of smartphones in-store, with a recent Econsultancy survey showing that 26% of US consumers used their phones to compare prices and check reviews when in bricks and mortar stores over Christmas. The solution it came up with was to put QR codes on the back of whiskey bottles that allowed the buyer to embed a personalised video message using a web app. The recipient could then access the video by scanning the code. As a result, the use of digital media transforms the whiskey into a unique, personalised gift rather than just any other bottle. Without going into specifics, Balakrishnan said that the brand met KPIs on sales increases from the previous year and outperformed its ROI targets. The campaign also allowed Diageo to collect a great deal of consumer data. There’s no reason that other physical products can't have more digital services and products embedded in them. But as with all trials, not everything went perfectly. Balakrishnan highlighted five lessons the brand learned from the campaign: 1. Build it and they won’t come You might spend ages building the most incredible campaign, but if you don’t tell people about it they won’t come and see it. Brands need to create awareness at scale on the benefits of interacting with new technologies. 2. Keep it lightweight and effortless Balakrishnan said that brands tend to grossly overestimate how much time people are willing to give them. New forms of digital media have to be easy to access and understand, and effortless to act upon. 3. You get one shot at this If people scan it and it’s a waste of their time, they wont bother to do it again. Brands must ensure that every interaction is valuable and rewarding for the customer. 4. Get your ducks in a row What began as a small piece of digital innovation touched almost every part of the business including the supply chain, IT, legal, marketing and sales. Therefore marketers need to be aware of the wider impact of any new trials. 5. There are two types of innovation If you’re going to work hard innovating and raising the ceiling, you need to dedicate just as much time in getting the fundamentals in place. The more you innovate, the more you need to fix the basics.
http://www.hongkiat.com/blog/qr-code-artworks/
good use: to find the app immediately on the online store, e.g. chrome to phone app – see it in the “options” of the extension itself on my rockmelt – this is not advertising but communication more generally: making the product more accessible
http://www.vanksen.fr/blog/avec-les-lego-on-peut-tout-faire/ LEGO QR code campaign to convey the idea that what is needed is a creative idea to use QR codes as a communication tool
http://www.simplyzesty.com/mobile/advertisers-get-to-grips-with-qr-codes-as-magazine-appearances-swell/ Despite getting an indifferent response from smartphone users, leading to some very awkward results, companies and marketers are still using action codes as part of their mobile strategy. Yet a new report from mobile marketing and technology company, Nellymoser, has shown that not only are advertisers beginning to understand ways to make mobile campaigns work, but are also using them as part of a greater campaign instead of being standalone efforts. In what sounds like the most thorough survey involving 2D codes in a while, over 164,255 pages were analysed throughout the year with 4,468 2D mobile action codes appearing in the top 100 U.S. magazines over the year. The year began with 352 codes found in Q1 before growing to 1,899 by Q4, an increase of 439%. The agency also scanned every code they found in each magazine and activated each campaign, video and web page that they linked to, so points to Nellymoser for covering every base throughout the year. The most popular 2D code overall was, of course, the QR code which accounted for 72% of all action codes. The second most popular code used was Microsoft Tag which made up 25%, with QR codes growing in popularity as the year progressed. Regarding the content each code linked to, the most popular action was to showcase a video (54%) which contained content such as product demonstration, how-to examples and behind the scenes videos. Other actions included data capturing and list building (30%) which consisted of opt-ins, subscriptions and sweepstakes, and links to purchase goods via e-commerce (19%). Another major trend that emerged from this was the presentation of action codes. Considering their monochrome appearance, many advertisers made sure to include additional information and images to flesh out the action code. This has become standard practice for advertisers as more than two-thirds of all action codes (70% or 1,327) included information about what happens after the scan. Other additions included instructions about how to get a code reader (23%), using colour in the action code (31%) and even customising the action code itself (16%). Despite this, very little importance was placed on the location of the QR code itself with more than 90% of codes appearing at the bottom of the page. This suggests that the codes themselves are usually the last thing people see when they’re browsing through a magazine. Alongside this, NellyMoser also did a report concerning QR codes in retail, identifying that the codes are being used as part of an overall mobile strategy instead of being a standalone campaign. Both reports can be downloaded here.
