The document discusses the rapid growth of barcode scanning using technologies like QR codes and Microsoft Tags, providing examples of how various companies are using barcodes in marketing campaigns, events, publications, and mobile training to generate traffic and enhance customer experiences. It also offers best practices for marketers looking to implement barcode strategies, including guidance on scan environment, post-scan experiences, and measurement.

1. Barcodes
for Advanced Marketers
February 24, 2011

2. Bill Finn Tim Grove Chad Schulz

3. Source: The Naked Facts: QR Barcode Scanning in 2H-2010, Mobio Identity Systems, Inc.
Why We Care
1200% Growth Between July and December, 2010

4. People

5. Devices

6. The Contenders
http://goo.gl/Cqi8

7. Barcode Basics

8. Triple-Threat Marketing
• Personal device
• Real world interaction
• Access and interact online
• Measurement (scan, landing metrics,
experience path)

9. For The
Nerds
QR
embedded information
Microsoft Tag
linked information

10. Easy On The Budget
• Nothing. Now.
• QR is open-source
• MS Tag is free to use, with legal-ese
• Immediate disadvantage to either: none

11. Barcode Wars: The
Battle Continues
• NellyMoser study indicating
82% MS Tag saturation*
• open-source fanaticism
• design compatibility
• tag generation strategy
• measurement
* http://goo.gl/pq6iP

12. Keeping Up
Tradeshows
Events
Facilities
Trade Publications
Collateral
Advertising
Mobile Training

13. Events/Tradeshows
!"#$%&'($)*++
Game ,-./0$123(4
"567'$89-:$#&6(&.
;5'$<&=5'>$?<
• Over $10,000 in prizes!
• Featuring mobile tag technology from Microsoft
• Attendees can follow us on Twitter
for exclusive updates and chances to win!
and a fun interactive format! • Several ways to win each day!
• Instant high-value prizes and a raffle drawing
Earn points
for each leg of the race!
OBJECT OF THE GAME
Contestants need to earn as many points as possible as fast as possible by scanning tags located around the expo hall and learning
about our sponsors products and solutions.
Leg 1 – Wednesday, April 6th, 10:00 a.m.–3:00 p.m. Leg 2 – Thursday, April 7th, 10:00 a.m.–3:00 p.m.
Raffle Drawing at 3:30 p.m. in Anixter booth #25061 Raffle Drawing at 3:30 p.m. in Anixter booth #25061
The grand prize winner will be announced Thursday, April 7th at approximately 4:00 p.m.
PRIZES EARNING POINTS
Leaderboard
First Place (One per Leg) – Route Markers (10 Points Each—Up to 300 Points per Leg)
• $500 value prize (winner’s choice of three) Each participating sponsor in the Amazing Anixter Race will have a unique Route Marker tag
• The first person to “check in” at Anixter’s booth during Leg 1 on display in its booth. Tags are printed on an 8 ½ x 11 tabletop easel sign unless the sponsor
or Leg 2 with 800 points wins. The race resets for Leg 2 with requests an alternative media or printed form. By using the Microsoft Tag Reader application,
new tags available to scan, so each Leg should be considered players must scan the Route Marker tag, which will then pop up a brief marketing message on
its own race. their screen. (Note: this can be a free text message, a URL, a YouTube video or a vCard.)
Runners up (10 per Leg) – Roadblocks (50 Points Each—Up to 500 Points per Leg)
• $100 Amazon gift card, free promo T-shirt with sponsors To participate in the Roadblock tasks, players should download the ISC West mobile application
logos, and a raffle entry from the iTunes or Blackberry app stores. Alternatively, symbols for each Roadblock task will
• The next ten (10) people to “check in” at the Anixter booth be identified on the map in the Race Guide Book. These tasks are exclusively sponsored by
Traffic generation
during Leg 1 or 2 with 800 points. 10 of Anixter’s manufacturer partners as co-sponsors of the ISC West mobile app. Each day of
the show, 10 New Product Alert messages will be sent out to the ISC West mobile application.
Raffle Drawing (Legs 1 & 2) – These messages will contain clues that lead players to sponsoring manufacturers’ booths where
• Ten prizes worth $200 to $500 are given each drawing. they will see a product demonstration and earn 50 points. Players will scan a unique tag that is
• Any player to check in at Anixter’s booth prior to 3:00 p.m. provided at the conclusion of the product demo in order to earn the points. These Roadblock
during Leg 1 or Leg 2 with at least 300 points earns a raffle tags will be printed on postcard-size cardstock for the sponsors to keep on hand prior
drawing. Any player without a smartphone that completes to the product demo unless the sponsor requests an alternative media or printed
designated tasks and returns with a keyword list also earns form. Sponsors will provide the tag for the customer to scan after the demo.
a raffle entry.
Detours
Grand Prize (One Winner) – (10-200 Points Each – Up to 400 Points Throughout the Race)
• $1000 iPad package These tasks are announced in the Race Guidebook, which is available in the Show Dailies.
• The person who earns the most points across both legs of These tasks will direct players to pick up show marketing materials (e.g., industry magazines
Internet tracking
the race wins the grand prize. In case of a tie, a name will including tags in the advertisements), view events (e.g., Anixter’s supplier solution session),
be drawn. or see product demonstrations away from the exhibit hall (e.g., SIA’s New Product Showcase).
These tasks will vary in point value based on time and difficulty. NOTE: The first ten (10)
sponsors to purchase an ad in the show daily may include a “Detour” tag in their ad worth
10 points. Contact Doug O’Gordon with SDM and Security Magazine for information on
pricing and deadlines. continued>>

16. Facilities
Wayfinding
Information
Interior or local maps

17. External Events
Gallery Information
Job Fair
Location-aware
Ticketing
Exclusive content
Traffic Generation

18. Practical Applications
• Customer check-ins to ROC
• Mobile app download

19. Trade Publications
Vote for favorites
View photos and video of each
contestant
Watch behind-the-scenes video
Share videos via Facebook,
Twitter or e-mail
See related items and
accessories
Download mobile app

20. Collateral

21. Advertising
• Quiz
• Mobile website

22. Mobile Training
Reduce paper volume
On-demand
Visual procedures
Deep detail
Measure performance

23. Small But Interesting
http://goo.gl/gfCXr

24. Marketers?
Think About
Experience Strategy.

27. Experience Factors
Scan Environment
- Prominent positioning
- Clear call to action
- Indicate Benefit
Post-scan Experience
Offer Choices
Extend beyond the landing

28. Onstar

29. 9 Best Practices
1. Provide direction
2. Make sure there’s cellphone coverage
3. Add value for the user
4. Measure traffic on the landing page
5. Conduct A/B split tests on landing page
6. Make it #exciting!
7. Test for proper size and usage
8. Keep 2D promotions fresh and updated
9. Start now

30. Blogs & Resources
2dbarcodestrategy.com
tag.microsoft.com
zxing.appspot.com/generator/
goo.gl/PiyX (Google URL shortener)
mashable.com
techcrunch.com
barcode.com

31. Be The Feedback Loop.
Finn Digital
http://finndigital.com
http://boothtag.com
http://tagupwith.com
bill@finndigital.com