qr code best practices: lessons learned from the best qr code campaigns in magazines

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Lessons Learned From the Best QR Campaigns in 2011Roger MatusExecutive Vice President

Copyright 2011-2012 Nellymoser, Inc. | Proprietary and Confidential | www.nellymoser.com | +1-781-645-1515

What Is Happening In The Magazine Industry• 4468 Action Codes (Top 100 US Magazines in 2011)

• Percentage of ad pages is increasing:

The Market


Top Advertisers in Top Magazines

Dem

ographics


QR Dominates In Magazines• Response rates were similar between QR and Tag• Digimarc Watermarks had key wins in 2012

Which C

ode?


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


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


Most Successful Code Campaign of 2011

Case S

tudy

400,000 mobile entries


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.


Repetition Reinforces Action

Repetition of Tags Drives EngagementIn Both Editorial Pages and Advertisements


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.


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


Clear Instructions and Benefits• Provides Instructions

for Downloading Reader, Scanning

• Highlights Content

• Explains Sweepstakes Incentive

• On each page


Active Voice with Clear Value

Call To A

ction

Which ad would be more likely to scan?


Bose: One Ad Across 8 Different Magazines

Case S

tudy


• 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


Post Roll Is Key To The Payoff

Always Have A Branded Post Roll


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


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]

qr code best practices: lessons learned from the best qr code campaigns in magazines

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