The document discusses secrets to successful use of QR codes in transaction document campaigns. It notes that QR codes must be an integral part of planning, not an afterthought. Technical quality, user demographics, and expectations must be carefully considered. Specifically, the QR code must be readable, link to the intended page, and work on mobile. The target audience typically has smartphones but high expectations as early adopters. The experience through the QR code should be novel, personalized if possible, and optimized for mobile use. Proper testing and use of classic campaign techniques can lead to success.

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

2. Agenda
What are QR Codes?
Successful QR Code Usage In Transaction
Document Campaigns
Technical Quality
User Demographics
Expectations
Successful Transaction Document Campaigns
using QR Codes
Slide 2
© 2011 Stephen D. Poe

3. What are QR Codes?
Slide 3
© 2011 Stephen D. Poe

4. QR Codes
Quick Response Codes
2D matrix barcode,
created 1994
Readably by many cell
phone and hand held
devices
Most popular in Japan
Controlled by ISO
standards
Slide 4
© 2011 Stephen D. Poe

5. QR Codes Functionality
Scanned by handheld device
Needs camera, QR code reader
Currently 179 QR Code readers listed for Android
Can result in one of four actions:
Link to a URL
Write an email or an SMS
Display information
E.g., contact info, product info
Slide 5
© 2011 Stephen D. Poe

6. QR Code Usage in Japan
Other
14%
Coupon
32%
Product
info
23%
Special
Promo
31%
Slide 6
© 2011 Stephen D. Poe

7. QR Codes in the US
Finally becoming popular
Growth in US smartphone penetration is a driver
Mostly with consumers
1200% growth, July-December 2010
Drop-off after Christmas
But 87% of these scans are by consumers for product information
Slowly moving into transaction documents
US Postal Service
Offering a 3% discount for mailers using a QR Code (or a similar
2D code) on their mail in July and August 2011.
Slide 7
© 2011 Stephen D. Poe

8. QR Codes in Transaction Documents
Within the transaction document marketspace
Mixed message on the street
“Great boost in response rates!”
“Did nothing – the campaign was a failure.”
Why the mixed message? Both can’t be right?
What are QR Codes’ ugly secrets?
What are their hidden dangers?
What are the secrets for a successful Transaction
document campaign taking advantage of QR Codes?
Slide 8
© 2011 Stephen D. Poe

9. Successful QR Code Usage
In Transaction Document Campaigns
Slide 9
© 2011 Stephen D. Poe

10. Secrets of QR Code Usage
Must be an integral part of the campaign planning
Cannot be an afterthought
QR Codes cannot be bolted onto an existing Transpromo
marketing campaign (and be successful)
Requires careful attention to three critical issues:
Technical Quality
Usage Demographics
Expectations
Slide 10
© 2011 Stephen D. Poe

11. Technical Quality
Slide 11
© 2011 Stephen D. Poe

12. Technical Quality Error
If it can’t be read – immediate fail!
Slide 12
© 2011 Stephen D. Poe

13. Technical Quality
Many generators, many readers
Not all generators or readers are created equal
Make sure your QR Code can be read
Focus on three critical issues
QR Code is correctly generated
QR Code is readable
QR Code link is correct
Slide 13
© 2011 Stephen D. Poe

14. QR Code Generator
Software
Review generator(s)
Which are best for your environment and
requirements?
Which work best with your existing document
composition or document reengineering systems?
Which meet your production requirements?
See code.google.com/apis/chart/docs/gallery/qr_codes.html for a
sample (non-production) generator
Slide 14
© 2011 Stephen D. Poe

15. QR Code Test Plans
Test the generator output
If generating individual, personalized QR Codes, test many
outputs
Is it printable?
Test the readers
Can you read the QR Code?
Track which readers are most used by your customers
Multiple platforms – iPhone, Android, Blackberry
Multiple readers
Test the results
Does the QR Code go to the intended landing page?
Slide 15
© 2011 Stephen D. Poe

16. Technical Quality Error
“It works fine in a browser”
But how about on a mobile device?
“Video cannot be played on mobile”
Fail!
Slide 16
© 2011 Stephen D. Poe

17. Usage
Demographics
Slide 17
© 2011 Stephen D. Poe

18. Usage Caveats
Smartphone penetration
Between 27% - 33% in the US
So perhaps 67% - 73% of the recipients can’t take
advantage of your QR Code
Is your customer demographic likely to have
average, higher, or lower penetration?
For the customers without smart phones
What other options can the customer use to
respond to your call for action other than QR
Code?
Slide 18
© 2011 Stephen D. Poe

19. Usage Demographics
QR Code users (especially in the US) are Early
Adopters
Familiar with new technologies
Savvy, sophisticated users
High expectations
Slide 19
© 2011 Stephen D. Poe

20. Fail to meet their
expectations?
They won’t ever, ever
click on another QR code
from you
They will have a negative
impression of
Your brand
And these early adopters
Your product are typically also heavily
wired into social networks
Your company
The news of your failure
will spread quickly
Slide 20
© 2011 Stephen D. Poe

21. Expectations
Slide 21
© 2011 Stephen D. Poe

22. Early Adopter Expectations
Novel Experience
The Early Adopters expect something different and
special
Must be unique and special to the QR Code click-
through
Not the same landing page as your web, print, or
TV channels
A video, a discount, a special promotion
Quick 2-3 question surveys can be used – make it
interactive
Slide 22
© 2011 Stephen D. Poe

23. Early Adopter Expectations
Personalized QR Codes
On a Transpromo document, each QR Code should
(ideally) be individual to that user
Same concept as a personalized URL
Slide 23
© 2011 Stephen D. Poe

24. Early Adopter Expectations
Result must be optimized for a mobile device
A landing page written for a conventional Web
browser will be ignored or ridiculed
Your creative designers must develop separate web
presences for QR Code campaigns
How well they can be viewed/interacted with on
different mobile devices should be part of your
production test plan
Slide 24
© 2011 Stephen D. Poe

25. Successful Transaction
Document Campaigns
using QR Codes
Slide 25
© 2011 Stephen D. Poe

26. Successful Campaign
QR Codes cannot merely be bolted on – they must be
integral to planning from the start
Use classic Transpromo techniques
Develop targeted messages and offerings knowing the end
users are early adopters
Design the creative suitably for a mobile platform
Test, test, test
Track the results
QR Codes and mobile devices offer new and novel tracking data
which can add to your campaign tweaking
Use segmentation testing as per normal
Slide 26
© 2011 Stephen D. Poe

27. For More Information
Stephen D. Poe, EDP
Nautilus Solutions
+1.214.532.0443
sdpoe@nautilussolutions.com
Slide 27 27
© 2011 Stephen D. Poe