I am always excited to get new magazines in the mail. I like reading them but more importantly, I like looking at the ads to see who is using QR codes. Today it happened to be Popular Photography that came in the mail.

I opened the magazine and started scanning through it. It wasn’t until about 1/3 of the way that I came across the first code. In fact, in the whole magazine I only found 3 QR codes. Three? That’s it? Note to advertisers: The readers of Popular Photography are photographers, many of them with the latest and greatest technology. Why not use technology to reach them better?!?

Back to my point. I have to applaud the advertisers that did use the QR codes, they’re trying. Why do I say trying? Well, all three of the advertisers codes have something in common; all three take the user to a regular website. And only one of them had any type of call to action. Is this a bad thing? YES!

Example 1: Shortrun Posters

 

 

 

 

 

 

 

 

 

This ad has a clean and simple message. It has the potential to be a candidate for a great QR code campaign. It has a call to action, in this case 10% off but it drops the user to a regular size website. It’s not formatted for mobile. The whole point of the QR code is that it’s being used by mobile users, therefore you should deliver them mobile content. FAIL #1.

Example 2: Newegg.com

 

 

 

 

 

 

 

 

 

Again, this is a nice, clean ad (with a complex QR code that some readers may not be able to read) but the code takes the reader to a non-mobile web page. Not only that, the item is not at a particularly great price AND the item is out of stock. FAIL #2.

Example 3: Hoodman

 

 

 

 

 

 

 

 

 

This is going to be the one, right? Wrong! Hoodman fails to see the importance of the QR code and all of it’s possibilities. They could have taken the user to a video showing their products being used, but instead drops their user to a generic page of all of there products AND it’s not formatted for the mobile screen. FAIL #3.

All three ads are great examples of grabbing the attention of their audience and then failing miserably with the follow through.

Attention marketers and advertisers: Know your medium before making your customer jump through hoops. If I was in the market for one of these products I would be sorely disappointed after scanning the QR code only to find out that I can’t see the page very well and there is no clear reason why I am there. Note: On an iPhone this is ok since we can pinch and zoom (but not optimal) but many phone you can’t do that.

In today’s world it’s all about interaction, information delivered on the fly and mobile. If your users can’t get the information they want, in a format that they can see, don’t make them take steps they need not take. All three of these companies could have just as easily left off the QR code and achieved the same results.

We help business owners market and brand their company better through interactive print and mobile web.
By helping businesses interact with their customer rather than speaking TO their customer, we’re able to engage the consumer and track results on a level never imagined before.

Visit our website at www.prosourceprinting.com

 

Using QR codes on your business cards can make them “stand-out” and are a real conversation starter. They also allow you to offer far more information than a traditional business card. QR stands for quick response and it’s a really easy way to get information using your mobile phone. You simply scan the QR code like you would a bar code and it brings up the information. For some phones you may need to download a free QR code reader, however most new phones already have QR code decoder capabilities.

Here’s just one example. Click here to continue reading the original post on the Pixel Curse website…


Still not convince about QR codes? Let me convince you.

In a recent report on QR code adoption in North America, Mobio says QR code scanning rose 4549% within one year. It goes on to say that the number of consumers who added QR scanning capabilities to their devices in the first quarter of this year increased 938% from the same period a year ago.

Continue reading on BizReport.com

All I have to say is wow! Contact us to get your QR code campaign going.

1. QR Codes Can Store a Variety of Data

A traditional 1D UPC barcode can store up to 30 numbers, while a QR code can store up to 7,089 numbers.

 

 

 

 

The additional storage capacity accommodates a variety of data beyond numbers:

  • Text
  • Hyperlink
  • Telephone number (Phone call)
  • SMS/MMS message
  • Email (Send message)
  • Contact entry (vCard or meCard)
  • Calendar entry (vCalendar)

Storing a hyperlink presents a myriad of possibilities beyond just loading a web page — play a video, download a mobile app, check-in on Foursquare, update a Twitter status, “Like” a Facebook page, display map directions, and more.

 

 

 

 

2. QR Codes Can be Placed in and on Nearly Any Location

Once the QR code is created, it can be printed on nearly any surface and location — postcards, business cards, posters, vehicle magnets, yard signs, brochures, and more. This enables you to drive traffic and interaction from anywhere. QR codes excel at bringing non-digital media to life. Your print campaign is now interactive!

Keep in mind the location must be easily scannable. Plastic packaging can reflect light. Lighting can cast shadows, and hillsides and subways can kill connectivity. Consider all contextual factors that could impact the scanning experience.

3. Mobile Barcode Scanning is on the Rise

QR codes can be used for nearly any function (logistics, advertising, customer service, etc.) for B2B and B2C across a variety of industries:

4. QR Isn’t the Only Type of 2D Barcode

The most popular 2D barcode formats are QR codeDataMatrixScanLife EZcode, and Microsoft Tag (Tag).

There are several key differences in these code formats. ScanLife EZcode and Microsoft Tag are proprietary formats only decodable by their tools, while QR and DataMatrix formats are open standard. The open standard format is why we have chosen the QR code as our standard.

Google Trends analysis of these QR codes shows “QR code” dominates by far from a search popularity perspective. QR has become a common term used to reference a 2D barcode (2D code, mobile tag, mobile barcode, etc.) even when codes are technically a different format. Even @MicrosoftTag uses the #QRcode hashtag on Twitter.

5. Tools to Read QR codes

To read QR codes you’ll need to download a reader for your phone. Because of the open standard for QR codes, dozens of reader apps are available. (DataMatrix is usually supported on most QR readers.) Some mobile handsets come with a reader app pre-installed.  Note:Microsoft Tag and ScanLife EZcode can only be decoded by their respective reader apps.  Some available readers are:

Reader App Code Formats Download Link
(from your mobile phone)
RedLaser QR, UPC redlaser.com
I-Nigma QR, DataMatrix, UPC i-nigma.com
AT&T Code Scanner QR, DataMatrix, UPC scan.mobi
ScanLife EZcode, QR, DataMatrix, UPC getscanlife.com
Optiscan QR, UPC (also generates codes) Optiscan

RedLaser and AT&T Code Scanner also have geolocation features for local price comparison shopping.

Also, a quick search in iTunes reveals no less than 238 results for QR code readers.

6. Keep Codes Simple

When generating your QR codes, you want to keep it short and simple. For example: a long URL results in a complex code. If the code is too complex, some phones mat not be able to read it as well due to limitations of the camera and lens.

 

 

 

 

The two codes above take you to a Google search for “white iPhone“. The one on the left is the URL of the search result. The QR code on the right has been shortened with Google’s URL shortener, goo.gl. The result is the code on the right is less complex and therefore is able to be read by more phones than the code on the left. It is always best to use the URL-shortener of your choice to shrink hyperlinks.  Some popular URL shorteners are:

  • Goo.gl
  • Tinyurl.com
  • Bit.ly
  • is.gd
  • tr.im

Warning: Small, complex QR codes are the biggest mistake currently being made by marketers. Smartphone cameras with resolution less than 4-megapixels can’t scan a QR code smaller than about 1″x1″. Moreover, without the auto-focus (AF) camera feature, a complex QR code will have the same scanning issue, even if the code is larger. Unscannable codes kill and delay the adoption rate for QR code campaigns.

Tip: Always provide a back-up (i.e. hyperlink, SMS text message, etc.) option for users to retrieve info within the code. A back-up enables non-smartphone users to also participate.

7. Track Scanning with Analytics

URL-shorteners and web analytics should go hand in hand. For comprehensive scan tracking, you’ll want to use a service like Google Analytics to track all of your activity. Analytics are a great way to look at what codes get scanned, how users navigate your mobile site, device stats, location of users and more. DigitalDept.com provides analytics with all of our mobile plans.

8. Qr Code Content Should Provide Special Value for the Customer

It’s work to scan a barcode, so users have higher expectations as to what content they will find. Reward the user with discounts, exclusive content, or useful tips relevant to the code’s context. Consider scenarios that leverage smartphone features (email, SMS, phone call, video, map, apps, etc.) to save the user time.

For example, including a QR code on a business card that links to contact information would be a lot easier than the user manually entering the contact record. In contrast, a QR code that links to a traditional website homepage adds limited value and on some phones will not be displayed properly.

9. Consumers Need Guidance to Scan QR Codes

The variety of code types, readers, and different terminology is confusing to consumers. Nielsen Company estimates that only 40 percent of U.S. mobile devices are smartphones as of Q1 2011, growing to almost 50 percent by Q3 2011. That means there are a lot of smartphone rookies that barely know how to use their phone, much less distinguish differences in mobile barcode formats and reader apps. As QR codes are in their infancy here in the U.S., it’s best to include a visual with your QR code to help users understand what the code does. We include this image with all of our codes:

 

 

 

10. Testing Scannability is Imperative.

Before you mass print or distribute barcodes be sure to test for scannability. Testing factors:

  • Smartphone cameras (resolution/auto-focus)
  • Types of phones
  • Reader apps
  • Scan context (i.e. lighting, shadows, surfaces)
  • Scan distance
  • Scan timing


To ensure campaign success, consider consulting with a mobile barcode marketing expert, especially if it’s your first time running a mobile barcode campaign. Technology, trends, and tools in this arena are rapidly changing. A few hours of expert consulting can bring your team up to speed, help optimize campaigns for success, and avoid unnecessary embarrassment for poor implementation.

ProSourcePrinting.com provides a managed solution that connects your customers to mobile specific content through print, email and signage.  We’ll build a mobile web site that is consistent with your brand and business image. And once it’s up and running you can use multiple QR codes to direct your client to code specific content. The content is delivered to them instantly! No more waiting, no lost customers due to a better opportunity, and it’s trackable!

Two-thirds have seen a mobile barcode

QR, or quick response, codes, are being adopted by many marketers as a way to entice people into using their mobile phone to get more information about products and services or otherwise interact more deeply with advertising. Outdoor ads invite consumers waiting for the bus to scan a poster to reach a relevant website, catalogs integrate QR codes to hook directly into ecommerce sites and stores place codes next to products that direct shoppers to how-to videos online. But how much have consumers caught on to what mobile barcodes can do?

According to February 2011 research from agency MGH, awareness is high among smartphone owners. Nearly two-thirds have seen a QR code, and about half that number, or one-third overall, had used one.

The demographic breakdown of users who had seen vs. used a QR code was virtually identical. Smartphone users were almost evenly split by gender, and while users under age 55 were relatively few, the field was not dominated by 18- to 34-year-olds. Users who had seen or used QR codes tended to be more affluent and educated.

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