A best practice checklist and worksheet to help plan mobile marketing campaigns with 2D barcodes like QR code or Microsoft Tag. (First presented at SES New York 2011 as part of my Smart Mobile Marketing session.)

1. MOBILE MARKETING - 2D BARCODE CAMPAIGN
CAMPAIGN NAME: DATE:
2D BARCODE TYPE: CONTACT:
STORED CONTENT:
SUCCESS METRIC/GOAL:
Best Practice Checklist
□ Serve a business objective:
□ Add value for the customer:
□ Research the mobile audience (i.e. mobile web analytics, industry reports, etc.)
□ Select an appropriate 2D barcode type (Factors: size, surface, tracking, scanning ease, reader audience)
□ Minimize the amount of data stored in the barcode
□ Confirm adequate Wi-Fi or Internet access in campaign area
□ Be visually creative with the barcode
□ Don't be "too creative" visually with the barcode
□ Track campaign scan analytics
□ Place barcodes in scannable locations
□ Provide adequate time for users to scan
□ Ensure proper barcode size Minimum size for 2-MP camera:
□ Assist users in finding a mobile barcode reader:
□ Tell users what happens upon scanning:
□ Provide a barcode back-up or alternative:
□ Link to a smartphone-friendly destination
□ Test barcodes to ensure scannability (Different smartphones, cameras, readers, lighting, speed, etc.)
Notes:
By Angie Schottmuller | InteractiveArtisan.com | March 2011