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QR Codes 101:
Case Studies &
  Examples
A Quick History Of Quick Response Codes




                            Image courtesy Dave Sanford on Flickr
QR Code Scanners
QR Codes Are A Transitional Technology




                                Image courtesy Google
What Are QR Codes Good For?




                         Image courtesy EEPaul on Flickr.
Who Scans QR Codes?




                              Image courtesy
                      Triskele Technologies on Flickr
Where Are People Scanning QR Codes?
Why Do People Scan QR Codes?
How Popular Are QR Codes?




                      Image courtesy interlinkONE
THE GOOD
Tesco: Virtual Grocery Store




                       Image courtesy Computer How To Guide
Famous Dave's Hawaii Contest
     Mobile Optimized
1st Bank eBooks – Delivering Brand Promise




                               Image Travelin' Librarian on Flickr
American Burger Foot Traffic Specials




                               Image courtesy X
Glamour Print Advertising Extensions




                            Image courtesy Glamour Magazine
Best Buy Product Displays
For Customers & Employees Alike
Best Buy Employee Satisfaction Survey




                            Image courtesy Wordofmaus on Flickr
Best Buy Lunchroom Table Tent Scan
Plant-Saving Information For Brown Thumbs




                              Image courtesy Print Media Center
Buy More, Quicker:
Starbucks & mCommerce




                        Image courtesy Starbucks
neustar Banner Ad's Target Audience




                             Image courtesy X
neustar Banner Ad Scan
neustar Banner Ad Mobile Form
Demonstrate Graphic Design Expertise




                              Image courtesy Matt Needle
Lure Them In




                   Images courtesy
               The Mobilists & City Pages
Reconnect Former Girl Scouts
Museum Audio Tours: Learn More




                          Image courtesy Tourchlight Digital
THE BAD
Scans & Curves Do Not Mix
Mobile-Unfriendly Forms =
Famous Dave's Frustration Club
Foot Traffic Obstructions
Show Me The APARTMENTS!
If You Wanna Raise Funds, RAISE THEM
The QR Code On Your Mobile Presentation
        Damn Well Better Work
THE UGLY
Cherries.
They're Cherries.
Bathrooms Dumb Places
   For Smart Phones
Quick:
Can You Scan A 30 Second Spot?
People Walk On Sidewalks
Windows Are Transparent
Broken Links:
Scan Before Placing Ad
Need I Say It?
Trucks Are Moving Targets
GENERATORS
     &
 ANALYTICS
QR Code Generators

• Bit.ly
     • http:/bit.ly
             /
     • Basic analytics
     • Social sharing
• Google URL Shortener
     • http:/goo.gl
             /
     • Basic analytics
• QReateBuzz
     • http:/QReateBuzz.com
             /
     • QR Code management
     • Better analytics
     • Redirect URLs on the fly
QR Code Analytics
TAKEAWAYS
David Erickson - e-Strategy
David Erickson - e-Strategist
e-Strategy
david@e-strategy.com
@derickson
651-400-0066


Twitter.com/e_Strategy

Facebook.com/eStrategyCom

Youtube.com/estrategy

e-StrategyBlog.com

Trends.e-StrategyBlog.com

Trends.e-StrategyBlog.com/Trends/QR-Codes

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QR Codes 101: Examples & Case Studies

Editor's Notes

  1. QR Codes 101: Case Studies & Examples A presentation by David Erickson of e-Strategy David Erickson is a strategic communications professional with more than 15 years experience in advertising, public relations and online communications. David publishes the eStrategy network of marketing resources: e-Strategy Internet Marketing Blog e-Strategy Trends eSstrategy TV SOCIAL : e-Strategy at Facebook e-Strategy at Twitter e-Strategy at YouTube e-Strategy at Google+ e-Strategy at Pinterest e-Strategy at Slideshare
  2. Created in 1994 by Denso Wave A Subsidiary of Toyota Track Vehicle Parts Denso Wave does not enforce patent QR Codes license-free Proprietary 2D Code Microsoft Tag Snap Tags
  3. QR Code Scanning Apps Consider the steps need to execute a scan ScanLife ShopSavvy Google Goggles A scanner that wants to be an augmented reality app
  4. Google's Project Glass Augmented reality Trends: Ubiquitous mobile broadband Effortless input Natural computing Motion capture Image recognition Audio recognition Gestures
  5. Visit URL Contact Info Phone Call Text Message Email Calendar Event Wifi
  6. Scanner Demographics, Q2 2012 69% male 16% - 18-24 26% - 25-34 24% - 35-44 15% - 45-54 11% - 55+ 53% Android 43% iPhone
  7. Where People See QR Codes 56% - On a product 46% - In a magazine 45% - On a coupon 27% - In a newspaper ad 21% - In a catalog 17% - On TV 16% - On Outdoor ad Typically at home Controlled environment Scan Dayparting 60% of people scanned from home, according to an April 2012 comScore MobileLens survey.
  8. Why People Scan QR Codes 53% - Get a coupon, discount or deal 52% - Get more information 33% - Enter sweepstakes 26% - Sign up for more information 24% - Watch video 23% - Make a purchase 23% - Interact with social media
  9. QR Code Scans By Quarter, 2009-2012 Scans have risen to more than 15 million a quarter in Q2 2012 from zero in Q1 2009, according to ScanLife QR Code Scans Per Minute, 2011 vs 2012 In Q2 2011, ScanLife app users scanned QR codes at the rate of 24 scans per minute; by Q2 2012, that rate had increased to 120 scans per minute. Share Of Barcode Formats 2D barcodes now make up 76% of all codes processed by ScanLife 30% Don't Know What QR Codes Are 72% of consumers say they have seen a QR code But nearly 30% do not know what it is Majority Of QR Code Scanners Did Nothing With Information 57% did nothing with information obtained from the QR Code Just 41% said that they found the information they received useful 42% had mixed feelings The stage is set for QR codes to take off If we marketers don't screw it up The great thing about QR codes is that anyone can do them But the horrible thing about QR codes is that anyone can do them
  10. Tesco Home Plus Virtual Stores Korean Supermarket chain How do you become the number one grocery chain without increasing number of stores? Virtual grocery store in subways Scan QR code to add to shopping list Buy Groceries delivered when you get home
  11. Famous Dave’s Hawaii Contest [VIDEO] Scan QR Code on flyer Offers real value Mobile optimized form page
  12. Denver International Airport Series of display boards Download free eBooks 1 st Bank’s Brand Promise: “We’re Here To Help You Save” Saves money, saves time
  13. American Burger restaurant Hennepin Avenue in Downtown Minneapolis Capture foot traffic Free appetizers Discounted drinks Exclusive happy hour
  14. QR Codes Generate 50,000 Likes From Glamor Magazine Sept 2011 issue Proprietary SnapTags Designed for use with Facebook and Twitter Readers had to download app, install, scan, and then like Generated 50,814 Facebook likes for advertisers Codes activated by 100,000 readers 4.2% of paid circ
  15. QR Codes on product displays Smart Phones More info For sales associates as much as customers Match scan data to sales data
  16. QR Codes for Employee Satisfaction Table tents in employee lunchroom
  17. QR Codes for Employee Satisfaction Mobile Landing Page Simple yes or no vote
  18. Scan For Plant Help At Home Depot Home Depot & Lowe's offer helpful information on how best to care for a given plant
  19. STARBUCKS Print ad Loyal customers Spend a lot Download a mobile payment app to spend easier
  20. Neustar Banner ad in Marketing Vox email newsletter QR Code in ad captures attention Offer is a free white paper download
  21. Scan takes you to mobile landing page White Paper is one of several options
  22. Scan takes you to mobile landing page White Paper is one of several options
  23. Graphic Designer Alternative Movie/TV posters Scan sends you to his blog Sells the posters Contact info for graphic design services
  24. Billboard on Lake Street in Uptown Introducing new chef Heavy foot traffic Indoor signage QR codes on drinks
  25. QR Codes on Trading Cards Reconnect with alumni Girls hand out to anyone who says they were a girl scout Includes URL in case people don’t know what QR Code is How The Girl Scouts Of Minnesota Use QR Codes
  26. NATIONAL MUSEUM OF SCOTLAND Labeled exhibit items with QR Codes Allowed people to comment on those items
  27. Curved coffee sleeve makes it difficult to scan
  28. Signup form is not mobile friendly Need to scroll horizontally to match labels with text boxes
  29. Saint Paul Saints Ballpark Concourse Scan obstructed by fans
  30. Calhoun Apartments Scan directed to management company website Tell me what I want to know as a prospective RENTER
  31. UNITED WAY FUNDRAISING Says "Learn How To LIVE UNITED at unitedwaytwincities.org" So it sets expectations about where you are going BUT why not link directly to a fundraising form?
  32. QR Code on Presentation about mobile marketing Small QR Code Poorly lit room No alternative URL
  33. Why?? QR Code Scanning Context Cherries cost $3-5 a bag All I need to know about my cherries is if they taste good Is this really needed Video demonstration
  34. Above a Urinal Poorly light bathroom A trough urinal Do I want to look like a dork? Do I want to risk dropping my smart phone into a urinal?
  35. QR Code on 30 Second TV Ad Uncertain lighting conditions QR code appears halfway through 15 seconds to wait for my app to load, then scan
  36. Medtronic Sidewalk QR Code Downtown Minneapolis Sidewalk Light rail station Couldn’t get it to work
  37. Edina Realty Title [VIDEO] QR Code for Recruiting Transparent background makes it impossible to scan
  38. New York Times Style Magazine Supplement Bell Harbors Shops 2 page, full-color ad Download our app! Malformed URL Missing W in URL: ww.bellsharbor.com Causes Page Not Found Error
  39. Moving Target Cause accidents?
  40. Measurement Analytics Number of scans Number of users When - Time/date Where - what city Tech - Handset Who - Demographics If you ask View usage data Make decisions based on geography, time of day, demographics, tech
  41. Bit.ly Analytics for The Daily Numbers link QR Code Generation Clicks Date range Social sharing Referrers Direct Email Twitter Country location MEASURE: FROM CLICK TO SITE Track Traffic From Click to Conversion Google Analytics Tracks traffic on website Path through website Type of technology Page views/Time on site Form completion Google URL Builder Adds parameters that Google Analytics can track Shorten URL in Bit.ly to generate QR Code
  42. What do you want to accomplish? Context matters Consider user calculations Content matters The path of least resistance Test in the real world Measure and learn