Marketing artfully q rart and not so pretty implementations of qr codes

3/18/2022
Marketing Artfully:
QRart and Not So Pretty
Implementations
of QR Codes
Lina Arseneault

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Interactive Fun
O To fully benefit from
the “pretty” aspects
of the material in
this presentation:
O Get your
smartphone
O Install free
i-nigma QR
code reader
app
O Get ready to scan!
2

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i-nigma Key Benefit

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i-nigma Reach: Japanese QR
code DoCoMo Commercial
7
http://www.youtube.com/watch?v=OxFR6r-Dqk4

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Remember to Scan
throughout the presentation
8
http://www.i-nigma.com/Downloadi-nigmaReader.html

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What is QRart?
O Artful, colored and creative quick
response (QR) code designs
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QRart Gratitude
O Following the publication of
2 cafélina blog posts
O QR Codes: Quiet
Revolution or Quite
Redundant?, and
O Encore! QR Codes: Here to
Stay or Fade Away?”
O I received an unexpected
surprise
O IneoScan gifted me a
“made in Paris” artful
version of a QR code that
drives to my cafélina blog
10

@LinaArseneault CaféLina Blog www.café-lina.com lina@cafe-lina.com 11

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Marketing Artfully
O IneoScan is an
innovative Paris
startup that is
taking QR codes
to a whole new
level by
O Blending QR code
and design to
allow for the artful
activation of print
O Following are a
few designs from
its QRxpo gallery
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O Turn your seasonal
wishes and
business invitations
into theater-worthy
animated video
productions
O Using your i-nigma
app, scan this QRart
code
13

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This QR code can dance
14

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QR Dribble
O Whatever your
sport, hobby,
cause, business –
there’s a way to
contextualize a QR
code that drives to
a “call-to-action”
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Be the customer

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O Clear call to action

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View Before You Buy
18

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QRxpo: View Samples from
IneoScan’s Gallery
O Visit the gallery
O Follow on Twitter
@ineoscan
O Creative designs
by Jean-Michel
Roblin
19
http://ineoscan.com/site/albumphotodemo/index.html

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More Designer QR References
by Kalvin Kleen
20
O kkmobilemarketing
O Visit the gallery
O Follow on Twitter
@KalvinKleen
O CONTACT@KALVINKLEEN.COM

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Designer QR Code Art Gallery
O QRazystuff.com
O Visit the gallery
O Follow on Twitter
@QRazystuff.com
O http://www.youtube.com/watch?feature=play
er_embedded&v=JCYVCfjra3o
21

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Not So Pretty
O Ignoring the
customer
experience
=
Not so pretty
implementations of
QR codes
22

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Examples from the Print Edition of
the Wall Street Journal
23

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O Tuesday, January 10, 2012 –
Technology (page B5)
O The right Call to
action?
O “Get an exclusive report at
www.paloaltonetworks.com
or scan QR code below.”
O Same objective?
O Same outcome?
O Shared customer
journey?

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Web Journey
1

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report
3
4

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QR Code Journey
28
1
2 3

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O CONGRATULATIONS!
You get to read the
report on a mobile
device …
O Registration results in
a call-back and email
follow-up

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Why didn’t you tell me that
in the original email or better yet
on the QR mobile screen?

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Recommendations
O Simplified customer
journey
O Fewer steps
O Brevity is clarity
O Don’t make me work too
hard
O Make it worth the effort
O Web journey is not the
same as a mobile
journey
O Be clear about your
“call-to-action”
O Get the report
O Register for a demo
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Actionable Marketing
O Mobile marketing
is more actionable
than other forms
of web marketing
O QR codes are
linked to mobile
O Design your QR
customer journey
with mobile in
mind
35

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Book Ads from the Print Edition of
the Wall Street Journal
36

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Wall Street Journal, Saturday/Sunday January 7-8 2012, page C3

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Wall Street Journal, Saturday/Sunday January 7-8 2012, page C3

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Clear call to action?
Wall Street Journal, January 9 2012

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Starbucks Mobile App
O Digital coffee card
O and so much
more, including
O Built in QR code
reader
41

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O In-store coupon
January 13 2011
O QRart design
reinforces
brand
O Scan this code
to vote for your
favorite brand

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Vote for your favorite roast
43
Screen 1
QRart design

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Multi-Screen?
44
Screen 1 Screen 2

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Multi-screen = Drop Off Rate?
45
Screen 3 Screen 4

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Starbucks’ Artful Marketing
O QR Reader bundled in mobile app
O New Starbucks promotions with QRart
O Tracking and metrics
O Customer engagement and feedback
O Steaming hot potential …

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Marketing Artfully
with QR Codes
O Mobile marketing
is more actionable
O Design the
customer QR
journey with
mobile in mind
O Clear call to action
O Brevity is clarity
47

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Actionable Marketing
48
person
mobile
QR code
(mobile) Web
actionable life
moment
life

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Google Maps and QR codes
49
http://www.brandchannel.com/home/post/QR-Marketing-Google-Maps.aspx

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O About CaféLina and Lina:
O http://cafelina.me/about/
O CaféLina Blog: http://cafelina.me/
O Twitter: @LinaArseneault
O Email: lina@cafe-lina.com
O LinkedIn:
www.linkedin.com/in/linaarseneault
O Slideshare:
http://www.slideshare.net/Lina_Arseneault
O High-Resolution Pictures on Flickr
Scan to find this
presentation online

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Lina’s Social Reach
O When you create content or engage, you impact others. Klout
measures influence online. View my Klout style and score at
http://klout.com/#/LinaArseneault
O Your overall PeerIndex score is a relative measure of your online
authority. This score reflects the impact of your online activities,
and the extent to which you have built up social and reputational
capital on the web. PeerIndex recently won the Grand Prix at the
Europas which are the annual European Tech Startup Awards.
O View Lina’s overall Peerindex score.
O Peerindex Listings
O Author, consultant and coach, Raymond Morin curates a
number of lists on Peerindex. You can find Lina on:
O WEB Influencers WORLD
O Over 1800 WEB professionals listed and ranked by social network influence
(French/English)
O Professionnels WEB (Francophonie)
O + de 550 professionnels du WEB (francophonie) – Québec, Canada, France.
Belgique, Suisse, Europe
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1 2 3 Royalty Free Images
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