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Lessons Learned From the Best QR Campaigns in 2011Roger MatusExecutive Vice President
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What Is Happening In The Magazine Industry• 4468 Action Codes (Top 100 US Magazines in 2011)
• Percentage of ad pages is increasing:
The Market
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Top Advertisers in Top Magazines
Dem
ographics
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QR Dominates In Magazines• Response rates were similar between QR and Tag• Digimarc Watermarks had key wins in 2012
Which C
ode?
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Data From 500 Nellymoser Campaigns• You can expect 500-1000 scans with your first
one-off campaign (one month, one magazine)• Repetition increases the response rate
• Multi-code campaigns following best practices increase response rates between 5-10%
• Successful sweeps following best practices have response rates between 5-15%
What To E
xpect
M1 M2 M3 M40123456
National Women’s Magazine
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Recipe for Success
Goal Call To Action
Demonstrate Product/ServiceBrandingExpanding Your Relationship
VideoPhoto Flip Books
Build a List SweepstakesCouponsSign-up forms
Social Sharing Links to Facebook, Twitter, Pinterest, etc. Use auto-fill.
Commerce E-StoreBricks-and-Mortar Store LocatorProduct Galleries
Best P
ractices
1. Define Your Goal2. Clear Call to Action That Supports The Goal
3. Repeat4. A Payoff
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
Most Successful Code Campaign of 2011
Case S
tudy
400,000 mobile entries
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Each Call To Action Was Well Defined
Call To A
ction
• Action Term. In this case “Snap.” “Scan” also works.
• Benefit is defined.
• No longer recommend icon.
• QR works, too.
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
Repetition Reinforces Action
Repetition of Tags Drives EngagementIn Both Editorial Pages and Advertisements
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Smart Sweepstakes Makes It Easier To Enter
Opportunity for Sponsors To Provide Content That Furthers Engagement
Sweeps Remembers All Entered Data.
Subsequent Scans Lead Directly to Thank You
Pages.
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
ESPN Magazine – NFL Confidential Campaign
Case S
tudy
April 4, 2011MLB Latin American ConfidentialExclusive video content
April 18, 2011NFL Draft ConfidentialPhoto flipbooks of NFL Draft
May 2, 2011NFL Agent ConfidentialQ&A with NFL Agents
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
Clear Instructions and Benefits• Provides Instructions
for Downloading Reader, Scanning
• Highlights Content
• Explains Sweepstakes Incentive
• On each page
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
Active Voice with Clear Value
Call To A
ction
Which ad would be more likely to scan?
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
Bose: One Ad Across 8 Different Magazines
Case S
tudy
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
• Purchase from Mobile Site
• View Product Specs• Read Reviews• Locate a Store• View More Bose Products• Access Support
Re-launch Video
Link to Mobile Store
Video With Post Roll and Link To Store
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Post Roll Is Key To The Payoff
Always Have A Branded Post Roll
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
Don’t Leave Out A Potential Audience• Not every mobile phone is an iPhone• YouTube covers only about 60% of internet-
connected, scan-capable phones• Test on devices in addition to an iPhone:
– Get a large screen Android phone, e.g., Droid Bionic– Get a BlackBerry with a keyboard– Get a feature phone
• Make sure your content looks good on all of them
Reach
Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515
Lessons Learned• Define your goals• Clear Call To Action with the benefit explained• Repetition
– Across the same issue– Across multiple issues
• Go to a mobile site with a clear UX driving to your goal
• Insist on a “post roll” or “close the deal”• QR codes dominate, but watch watermarking• Don’t leave out a potential audience – test
Sum
mary
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Thank You.Please contact me to learn more.Roger [email protected]