the ugly secret about qr codes in transaction document campaigns

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Slide 1 © 2011 Stephen D. Poe The Ugly Secret About QR Codes The Ugly Secret About QR Codes In Transaction Document In Transaction Document Campaigns Campaigns Stephen D. Poe, EDP Stephen D. Poe, EDP Nautilus Solutions Nautilus Solutions

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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.

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Page 1: The Ugly Secret About QR Codes In Transaction Document Campaigns

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

Page 2: The Ugly Secret About QR Codes In Transaction Document Campaigns

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

Page 3: The Ugly Secret About QR Codes In Transaction Document Campaigns

Slide 3© 2011 Stephen D. Poe

What are QR Codes?What are QR Codes?

Page 4: The Ugly Secret About QR Codes In Transaction Document Campaigns

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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Slide 5© 2011 Stephen D. Poe

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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Slide 6© 2011 Stephen D. Poe

QR Code Usage in JapanQR Code Usage in Japan

Coupon32%

Product info23%

Other14%

Special Promo31%

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Slide 7© 2011 Stephen D. Poe

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.

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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?

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Slide 9© 2011 Stephen D. Poe

Successful QR Code UsageSuccessful QR Code UsageIn Transaction Document CampaignsIn Transaction Document Campaigns

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Slide 10© 2011 Stephen D. Poe

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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Slide 11© 2011 Stephen D. Poe

Technical QualityTechnical Quality

Page 12: The Ugly Secret About QR Codes In Transaction Document Campaigns

Slide 12© 2011 Stephen D. Poe

Technical Quality ErrorTechnical Quality ErrorIf it canIf it can’’t be read t be read –– immediate fail!immediate fail!

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Slide 13© 2011 Stephen D. Poe

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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Slide 14© 2011 Stephen D. Poe

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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Slide 15© 2011 Stephen D. Poe

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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Slide 16© 2011 Stephen D. Poe

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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Slide 17© 2011 Stephen D. Poe

Usage Usage DemographicsDemographics

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Slide 18© 2011 Stephen D. Poe

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?

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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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Slide 20© 2011 Stephen D. Poe

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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Slide 21© 2011 Stephen D. Poe

ExpectationsExpectations

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Slide 22© 2011 Stephen D. Poe

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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Slide 23© 2011 Stephen D. Poe

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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Slide 24© 2011 Stephen D. Poe

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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Slide 25© 2011 Stephen D. Poe

Successful Transaction Successful Transaction Document Campaigns Document Campaigns

using QR Codesusing QR Codes

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Slide 26© 2011 Stephen D. Poe

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

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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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