the ugly secret about qr codes in transaction document campaigns
DESCRIPTION
QR (Quick Response) codes are the latest silver bullet in Transpromo and transaction document multi-channel marketing in the US and Western Europe. But the word on the street is very mixed; some companies swear they’ve boosted response rates; other say nothing happened. To successfully use a QR code in a marketing campaign requires close attention to three critical issues. We’ll discuss those three secrets and the hidden dangers in QR codes, dangers that if misused can not only sabotage a campaign but turn potential customers off your product and your brand.TRANSCRIPT
Slide 1© 2011 Stephen D. Poe
The Ugly Secret About QR CodesThe Ugly Secret About QR CodesIn Transaction Document In Transaction Document
CampaignsCampaigns
Stephen D. Poe, EDPStephen D. Poe, EDPNautilus SolutionsNautilus Solutions
Slide 2© 2011 Stephen D. Poe
AgendaAgenda
What are QR Codes?What are QR Codes?Successful QR Code Usage In Transaction Successful QR Code Usage In Transaction Document CampaignsDocument Campaigns
Technical QualityTechnical QualityUser DemographicsUser DemographicsExpectationsExpectations
Successful Transaction Document Campaigns Successful Transaction Document Campaigns using QR Codesusing QR Codes
Slide 3© 2011 Stephen D. Poe
What are QR Codes?What are QR Codes?
Slide 4© 2011 Stephen D. Poe
QR CodesQR CodesQuick Response CodesQuick Response Codes
2D matrix barcode, 2D matrix barcode, created 1994created 1994Readably by many cell Readably by many cell phone and hand held phone and hand held devicesdevicesMost popular in JapanMost popular in JapanControlled by ISO Controlled by ISO standardsstandards
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QR Codes Functionality QR Codes Functionality
Scanned by handheld deviceScanned by handheld deviceNeeds camera, QR code readerNeeds camera, QR code reader
Currently 179 QR Code readers listed for AndroidCurrently 179 QR Code readers listed for Android
Can result in one of four actions:Can result in one of four actions:Link to a URLLink to a URLWrite an email or an SMSWrite an email or an SMSDisplay informationDisplay information
E.g., contact info, product infoE.g., contact info, product info
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QR Code Usage in JapanQR Code Usage in Japan
Coupon32%
Product info23%
Other14%
Special Promo31%
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QR Codes in the USQR Codes in the US
Finally becoming popularFinally becoming popularGrowth in US Growth in US smartphonesmartphone penetration is a driverpenetration is a driverMostly with consumersMostly with consumers1200% growth, July1200% growth, July--December 2010December 2010
DropDrop--off after Christmasoff after ChristmasBut 87% of these scans are by consumers for product informationBut 87% of these scans are by consumers for product information
Slowly moving into transaction documentsSlowly moving into transaction documentsUS Postal ServiceUS Postal Service
Offering a 3% discount for mailers using a QR Code (or a similarOffering a 3% discount for mailers using a QR Code (or a similar2D code) on their mail in July and August 2011. 2D code) on their mail in July and August 2011.
Slide 8© 2011 Stephen D. Poe
QR Codes in Transaction DocumentsQR Codes in Transaction Documents
Within the transaction document Within the transaction document marketspacemarketspaceMixed message on the streetMixed message on the street
““Great boost in response rates!Great boost in response rates!””““Did nothing Did nothing –– the campaign was a failure.the campaign was a failure.””
Why the mixed message? Both canWhy the mixed message? Both can’’t be right?t be right?
What are QR CodesWhat are QR Codes’’ ugly secrets?ugly secrets?What are their hidden dangers?What are their hidden dangers?
What are the secrets for a successful Transaction What are the secrets for a successful Transaction document campaign taking advantage of QR Codes?document campaign taking advantage of QR Codes?
Slide 9© 2011 Stephen D. Poe
Successful QR Code UsageSuccessful QR Code UsageIn Transaction Document CampaignsIn Transaction Document Campaigns
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Secrets of QR Code UsageSecrets of QR Code Usage
Must be an integral part of the campaign planningMust be an integral part of the campaign planningCannot be an afterthoughtCannot be an afterthought
QR Codes cannot be bolted onto an existing Transpromo QR Codes cannot be bolted onto an existing Transpromo marketing campaign (and be successful)marketing campaign (and be successful)
Requires careful attention to three critical issues:Requires careful attention to three critical issues:Technical QualityTechnical QualityUsage DemographicsUsage DemographicsExpectationsExpectations
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Technical QualityTechnical Quality
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Technical Quality ErrorTechnical Quality ErrorIf it canIf it can’’t be read t be read –– immediate fail!immediate fail!
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Technical QualityTechnical Quality
Many generators, many readersMany generators, many readersNot all generators or readers are created equalNot all generators or readers are created equalMake sure your QR Code can be readMake sure your QR Code can be read
Focus on three critical issuesFocus on three critical issuesQR Code is correctly generatedQR Code is correctly generatedQR Code is readableQR Code is readableQR Code link is correctQR Code link is correct
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QR Code Generator QR Code Generator SoftwareSoftware
Review Review generator(sgenerator(s))Which are best for your environment and Which are best for your environment and requirements? requirements? Which work best with your existing document Which work best with your existing document composition or document reengineering systems?composition or document reengineering systems?Which meet your production requirements?Which meet your production requirements?See See code.google.com/apis/chart/docs/gallery/qr_codes.htmlcode.google.com/apis/chart/docs/gallery/qr_codes.html for a for a sample (nonsample (non--production) generatorproduction) generator
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QR Code Test PlansQR Code Test Plans
Test the generator outputTest the generator outputIf generating individual, personalized QR Codes, test many If generating individual, personalized QR Codes, test many outputsoutputsIs it printable? Is it printable?
Test the readersTest the readersCan you read the QR Code?Can you read the QR Code?Track which readers are most used by your customersTrack which readers are most used by your customers
Multiple platforms Multiple platforms –– iPhoneiPhone, Android, Blackberry, Android, BlackberryMultiple readersMultiple readers
Test the resultsTest the resultsDoes the QR Code go to the intended landing page?Does the QR Code go to the intended landing page?
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Technical Quality ErrorTechnical Quality Error
““Video cannot be played on mobileVideo cannot be played on mobile””Fail!Fail!
““It works fine in a browserIt works fine in a browser””But how about on a mobile device?But how about on a mobile device?
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Usage Usage DemographicsDemographics
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Usage CaveatsUsage Caveats
SmartphoneSmartphone penetrationpenetrationBetween 27% Between 27% -- 33% in the US33% in the USSo perhaps 67% So perhaps 67% -- 73% of the recipients can73% of the recipients can’’t take t take advantage of your QR Codeadvantage of your QR Code
Is your customer demographic likely to have Is your customer demographic likely to have average, higher, or lower penetration?average, higher, or lower penetration?For the customers without smart phonesFor the customers without smart phones
What other options can the customer use to What other options can the customer use to respond to your call for action other than QR respond to your call for action other than QR Code? Code?
Slide 19© 2011 Stephen D. Poe
Usage DemographicsUsage Demographics
QR Code users (especially in the US) are Early QR Code users (especially in the US) are Early AdoptersAdopters
Familiar with new technologiesFamiliar with new technologiesSavvy, sophisticated usersSavvy, sophisticated usersHigh expectationsHigh expectations
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Fail to meet their Fail to meet their expectations?expectations?
They wonThey won’’t ever, ever t ever, ever click on another QR code click on another QR code from youfrom youThey will have a negative They will have a negative impression ofimpression of
Your brandYour brandYour productYour productYour companyYour company
And these early adopters And these early adopters are typically also heavily are typically also heavily wired into social networkswired into social networksThe news of your failure The news of your failure will spread quickly will spread quickly
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ExpectationsExpectations
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Early Adopter ExpectationsEarly Adopter Expectations
Novel ExperienceNovel ExperienceThe Early Adopters expect something different and The Early Adopters expect something different and specialspecialMust be unique and special to the QR Code clickMust be unique and special to the QR Code click--throughthroughNot the same landing page as your web, print, or Not the same landing page as your web, print, or TV channelsTV channelsA video, a discount, a special promotionA video, a discount, a special promotionQuick 2Quick 2--3 question surveys can be used 3 question surveys can be used –– make it make it interactiveinteractive
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Early Adopter ExpectationsEarly Adopter Expectations
Personalized QR CodesPersonalized QR CodesOn a Transpromo document, each QR Code should On a Transpromo document, each QR Code should (ideally) be individual to that user(ideally) be individual to that userSame concept as a personalized URLSame concept as a personalized URL
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Early Adopter ExpectationsEarly Adopter Expectations
Result must be optimized for a mobile deviceResult must be optimized for a mobile deviceA landing page written for a conventional Web A landing page written for a conventional Web browser will be ignored or ridiculedbrowser will be ignored or ridiculedYour creative designers must develop separate web Your creative designers must develop separate web presences for QR Code campaignspresences for QR Code campaigns
How well they can be viewed/interacted with on How well they can be viewed/interacted with on different mobile devices should be part of your different mobile devices should be part of your production test planproduction test plan
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Successful Transaction Successful Transaction Document Campaigns Document Campaigns
using QR Codesusing QR Codes
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Successful CampaignSuccessful Campaign
QR Codes cannot merely be bolted on QR Codes cannot merely be bolted on –– they must be they must be integral to planning from the startintegral to planning from the startUse classic Transpromo techniquesUse classic Transpromo techniques
Develop targeted messages and offerings knowing the end Develop targeted messages and offerings knowing the end users are early adoptersusers are early adoptersDesign the creative suitably for a mobile platformDesign the creative suitably for a mobile platformTest, test, testTest, test, testTrack the resultsTrack the results
QR Codes and mobile devices offer new and novel tracking data QR Codes and mobile devices offer new and novel tracking data which can add to your campaign tweakingwhich can add to your campaign tweaking
Use segmentation testing as per normal Use segmentation testing as per normal
Slide 27© 2011 Stephen D. Poe
For More InformationFor More Information
Stephen D. Poe, EDPStephen D. Poe, EDP
Nautilus SolutionsNautilus Solutions+1.214.532.0443+1.214.532.0443
[email protected]@nautilussolutions.com
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