Create & Deploy Your Own QR Codes by Neal Wiser

Create & Deploy Your Own QR Codes

CCPA Marketing Meets Technology Series
Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Agenda
Overview Other Types of Codes
About Me QR Readers
What are QR Codes? Analytics
A Brief History Barriers to Adoption
QR Anatomy Abuse
Error Correction Stats & the Future
Versions Resources
How to Make Sample Campaign Worksheet
Design Considerations Q&A
Best Practices
Uses
Examples & Other Uses

About Neal Wiser
Digital Strategist & President of NealWiser Consulting
15+ Years Experience in Technology & Interactive Marketing
Mission: Helping businesses and organizations maximize
their connections, relationships and results online

I have worked for: My clients have included:


Neal Also Does…


What Are QR Codes?

“QR” = Quick Response (Modern Bar Code)
Can store significantly more data than a Bar Code
Became insanely popular in Japan - late ‘90s
Spread Globally over past few years
Becoming very popular in USA
Wide variety of uses


What Are QR Codes?

Example of “Permission Marketing”
The user has initiated contact
Implies permission
But not really the same as “Opt-In”


A Brief History

Developed by Denso Wave in 1994 to track car parts
Concept dates back to 1948
Bernard Silver, a graduate student at Drexel
Variety of technologies developed during 1960s
First commercial use of “Bar Code,” June 26, 1974
Wrigley's Juicy Fruit gum scanned at Marsh's
Supermarket in Troy, Ohio
The pack of gum and receipt on display in
the Smithsonian Institution


Anatomy

Bar Codes
In use since 1974
Use only length (“X”) - NOT height

Data Limit: 30 characters

Anatomy

QR Codes
Uses length AND height
Data Limit: 7,089 characters


Anatomy

Finder Pattern: Enables scanners to identify the code


Anatomy

Timing Pattern: Placed between two Finder patterns to
determine coordinates

Anatomy

Version Info: Identifies QR version to determine data
storage capacity and error correction levels

Anatomy

Quite Zone: Space left around the QR Code for optimal
readability

Anatomy

Encoded Data: Data to be interpreted by scanner


Anatomy

Alignment Pattern: Enables distortion error correction


Anatomy

Format Info: First data scanners read. Contains code’s
mask pattern and error correction rate

Error Correction

The “Secret Sauce,” what makes QR Codes valuable
The higher the error correction level, the less storage
capacity
30% leeway for poor scanning…
What allows for customization


Versions

Many versions (each with different data capacity)
Version 1 contains 21 data modules
Current version: 40
Contains 177 data modules


Version Comparison

Version 1

Version 40

How to Make

Before you begin:
What are your Goals and Objectives?
What metrics (KPI) are you going to use?
Define Benchmarks
Where are you now?
Consider your strategy?
What are your tactics?
Establish Milestones

Keep asking…

How to Make

“How do QR Codes support my goals?”
If it doesn’t…

DON’T USE THEM


Design Considerations

What do you want to encode?
Text, Hyperlink, Telephone number (or make a call*)
SMS/MMS message, Email (Send message)
Contact entry (vCard), Calendar entry (vCalendar)
Play a video, Download a file*
Display a map with directions
And more (when we discuss Uses)

*Potential security implications (more Later)



What size QR Code do you want?
What is your output? Billboard? Package label?
Size (in pixels)
Do you have room for the Quiet Zone?
Remember, amount of data impacts QR Version



(Should generally be dark and placed against a
light-colored background)


(Modular materials with clear lines)



(b/t background and foreground)



(Margins)



(3 corner detection patterns must remain clear)



(If using highest error correction level)


(Including upside down or rotated)


(Like in a “widescreen” movie)


(Distorting cell shape)

How to Make (Con’t)

QR Code Generators
All Generators are NOT created Equal
Generators can produce different results
When choosing, consider capabilities
Metrics & tracking
Error correction levels
Graphic customization
Select a service that will support your design and
campaign goals


How to Make (Con’t)

Google: “QR code generator”
Or, try one of these…

(Get URLs from Resources Slide)


Test, test, test
Print code (testing from monitor can cause errors)
Test on multiple scanners
Test on multiple phones
Test on all major OSs
Test in conditions/locations where you expect
users to scan
Considerations: lighting (day/night/reflections &
glare), weather, surfaces, distance, timing, etc.)
Then, test again!

Best Practices

The tag itself is not a call to action (yet)
Manage expectations (tell people what they’re getting)
Give people contextual content (it should make sense)
Provide something very useful
Don’t waste their time with an inane experiences
Provide friendly instructions
Placement (timing & location) should make sense
Thank them for interacting with your brand
Provide backup (URLs, etc.) if something prevents usage
(also allows non-Smartphone users to participate)

Best Practices

After the Click:
What is the destination?
Is there internet where code is scanned (subway,
airplane, remote location)?
Create a mobile site (they’re using their phones)
Light, fast-loading graphics
Make contact with brand easy [phone, email,
Twitter, Facebook]
Include clear Call to Action at destination site


Best Practices

Tips
Create QR codes from bit.ly by appending ".qrcode"
at the end of the shortened link
Visiting link will display QR Code instead of the
original page (just copy the image)
Cameras w/ >3 MP resolution/no autofocus
cannot scan barcodes smaller than 1"x1"
Target pages using 301 Redirects so you can
change links to keep content fresh


Uses

Uses
Open a website
Send an SMS/MMS or Email message
Download Contact (vCard) or event entry (vCalendar)
Play a video, Download a file*
Display a map with directions
And more…


Uses

Product Comparison Data on Price Tags

Consider promoting a "Buy Now" option (similar to self-
checkout), so customers don't have to wait in line.

Uses

Feedback Surveys on Sales Receipts

Attracts attention on receipt. Dynamically generate code
so that it includes transaction ID, timestamp, etc.

Uses

Interactive Custom Maps

Offer “rewards” to users who successfully “arrive.”


Uses

Marketing Materials: Fliers, handouts, restaurant menus
Storefront Windows: Encourage check-ins, offer discounts
Business Cards: Offering freebies or exclusive content
Ticketing: Event venues/Delta Airlines boarding passes
Elections: Field organizing, donations
Events: Bonus and exclusive content (concerts & movies)
Product Packaging: For instructions or customer service
Sides of Vehicles: Deliveries and government services


Uses

In-store card to allow payment at checkout
Video testimonial from a happy customer
Behind-the-scenes videos
Exclusive content
Links to social media outposts
Clues for a treasure hunt
nutritional info, drug interactions, safety data sheet
A hotline providing hope


Examples: QR Codes


Other Uses


Other Uses

Tracking food sources (where/when caught)

Other Uses

Return lost items

Other Types of Uses

Mobile Payments:
Scvngr
Kuapay


Other Types of Codes


QR Code Readers

Thousands of readers on the Market
iPhone:
QuickMark
Optiscan
RedLaser
Android:
Barcode Scanner


Analytics

You MUST measure to gauge campaign effectiveness
Use services that offer analytics
Measure URLs via Google Analytics or bit.ly
Brush up on your data analysis (the story behind the #s)
Measuring more than “clicks”
Where are people scanning my code?
Tells you what ad locations are effective
Tells you which creative is working
Tells you what time of day your customer is active


Barriers to Adoption

Poorly planned and executed campaigns (turns off
potential users)
Limited public awareness/education (limited use of CTAs)
No education (limited use of CTAs)
Competing standards/proprietary systems
Lack of preinstalled scanners
Unclear value proposition
Abuse


Abuse

Vector for malware
Phishing attempts
Click-jacking
Porn


Stats & the Future

Usage increased 4,589% from early 2010 to early 2011
53% of users between the ages of 18 and 34
36% have a household income of $100k or more
68% of QR codes are scanned via an iPhone
Smartphones now make up 40% of cell market
56% of QR codes appear on product packaging
But…


Stats & the Future

May be replaced by Near Field Communications (NFC).
Much easier to use (just wave phone in front of tag to
initiate action)

Time will tell


Resources

Twitter
http://twitter.com/TheQRCoder
http://twitter.com/#!/justscanit
http://twitter.com/#!/QRCodeMktng
http://twitter.com/#!/qrstuff
http://twitter.com/#!/search?q=#qrcode


Resources

Generators
http://qrcode.kaywa.com/
http://icandy.ricohinnovations.com/rocket2/
http://qrblaster.com/
http://queaar.com/
http://www.qrhacker.com/
http://justscan.it/site/welcome
http://www.youscan.me/
http://delivr.com/
http://en.unitag.fr/qrcode
http://customqrcodes.com/
http://www.beqrious.com/
http://www.qrstuff.com/
http://www.sparqcode.com/
http://www.socialqrcode.com/
http://www.paperlinks.com/

QR Code Campaign Worksheet
Campaign Name: QR Codes Client: Company Name
Campaign Start Date: 11/10/11 Key Contact: Joe Smith
Campaign End Date: 12/31/11 Contact Info: (215) 555-1212 x10

Objectives Sell more CDs, MP3s, DVDs and swag Goals: Convert 1000 Prospects (join fan club)
Increase fan awareness Sell 500 DVDs
Targets: College Ed. Men 25-35 Metrics (KPIs): Clicks, Forms completed, New Club members
Benchmarks: 100,000 sold YTD Service Provider: Google Analytics

Placement: Stadium Opportunities/ There are large banners next to concessions where
All venue doors & posters Limitations: people will have time to scan
Client offering space on programs and posters Not allowed to place on emergency exits
Strategy: Place QR Codes on all available doors, signage and Tactics (Primary): Multiple tactics describing various implementation for
marketing collateral codes and usage
Milestones: Contract Signed Date (xx/xx/xx) Tactics (Secondary): Additional tactics to be discussed with clients
Artwork approved by client (xx/xx/xx)
Art Submitted to Printer (xx/xx/xx)
Proofs Due (xx/xx/xx)
Event Date (xx/xx/xx)

QR Code Type (Version): V. 2 Code www.servicename.com
Generator/Service:
Code Location/Format/Venue: Ads QR Content: Ads: Target: Website (www.URL.com)
Tickets Tickets: Target: Online Community (www.URL.com)
Posters Posters: Target: Website (www.URL.com)
Flyers Flyers: Target: Website (www.URL.com)
Programs Programs: Target: YouTube Channel
Cups (www.URL.com)
Bags Cups: Target: Website (www.URL.com)
Clothing Bags: Target: Website (www.URL.com)
Clothing: Target: Website (www.URL.com)
Artwork: Asset info Call to Action: Ads: Scan for Event Info
Tickets: Scan to join the club
Posters: Scan for Event Info
Flyers: Scan for Event Info
Programs: Scan for Exclusive Content
Cups: Scan for 25% Off Coupons
Bags: Scan for25% Off Coupons
Clothing: Scan for Website
Back-up Info: Friend us on Facebook.com/Band Recommended Scan with ABD App (Download from www.URL.com)
Scanner:
Fulfillment: Videos, Coupons, Exclusive content details

Apps Tested: ABC, ATT, Google, MS. Etc. Phones Tested: iPhone 4 & 4S, Droid HTC, Nokia
Connectivity at Venue: Free Wi-Fi (300 Simultaneous streams) Weather Conditions: Partially covered arena

Other Considerations: Venue will not allow QR on staff shirts, but will allow Notes: Client is very helpful, but has some limitations with
staff to wear badges with QR what they’re willing to help with.


Contact
If you have any questions about the services I offer or this presentation,
please don’t hesitate to contact me at any of the channels below.

I look forward to hearing from you.

Neal Wiser
President, Neal Wiser Consulting
•Digital Strategy
•Social Media Strategy
•Social Media Campaign Management and Campaign Management Training
•Social Media Corporate Policy Development
•Social Media Monitoring
•Interactive Marketing Strategy and Campaign Management
•Online Community Development, Management and Training

Contact:
web: NealWiser.com
c: 267.872.2013
email: NealWiser@nealwiser.com
im: NealWiser (aim)
skype: NealWiser

Find, Friend or Follow me online:
Twitter: @nealwiser
LinkedIn: http://www.linkedin.com/in/nealwiser
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Google+: My Google Profile

Create & Deploy Your Own QR Codes by Neal Wiser

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