A webinar presented to the members of CCA. Includes details on the origins, creation and use of QR codes, MS Tags and other 2D barcodes.

1. Marketing with 2D Barcodes
Kelly McIvor
kelly@atomicmobile.com
February 28, 2012
“Mobile marketing is no longer something companies
need to try – it's something they need to do.”

2. A mobile innovations firm focused on creating
engaging and interactive experiences.
Marketing with 2D Barcodes

3. • What are 2D barcodes?
• How to create them
• Who is scanning them
• When and where to use them
• How to fail
• How to win
Contents
Marketing with 2D Barcodes

4. What is a 2D barcode?
Marketing with 2D Barcodes
Wikipedia: A barcode is an optical machine-readable
representation of data, which shows data about the object to
which it attaches.
1D Barcode (UPC) 2D Barcode (QR)

5. Types of 2D barcodes
Marketing with 2D Barcodes
ProprietaryOpen
= QR
= Data Matrix
= MS Tag
= BeeTag
Aztec Code Jag Tag Semacode Shot Code Trillicode AT&T

6. What is a QR code?
Marketing with 2D Barcodes
QR = Quick Response
A trademark name for a particular
2D/matrix barcode.
Created by Denso Wave, a Toyota
subsidiary, in 1994 to track cars during
the manufacturing process.

7. How do 2D codes work?
Marketing with 2D Barcodes
Scan with a barcode scanner application on your
smartphone.
• Proprietary (MS Tag, AT&T Barcode
Scanner)
• Open (i-nigma, ScanLife, QR Droid)
• Integrated (Google Goggles, ShopSavvy)

8. What can a 2D code do?
Marketing with 2D Barcodes
Connect the physical and digital worlds.
Standard actions include:
• URL (web site, video, map, social)
• Contact (vCard)
• SMS
• Email
• Phone call

9. Marketing with 2D Barcodes
How to create a 2D code

10. How to create a 2D code
Marketing with 2D Barcodes
It's Easy!
• Online sites/services (Google, Bit.ly, ScanLife)
• Web API (Google, QRserver.com, myQR.co)
• Internal software library (open source)

11. How to create a 2D code
Marketing with 2D Barcodes
URLs: Direct vs Redirect
http://bit.ly/Am
Sykz
Direct:
http://mobilemarketingfail.com/2011/12/30/
bravo-tv-fails-with-a-now-moment/
Web page
http://mobilemarketingfail.com/2011/12/30/
bravo-tv-fails-with-a-now-moment/
Web page
Redirect:

12. Design elements
Marketing with 2D Barcodes
Amount of data affects size and density
URL:
Http://bit.ly/bvzOLF?r=qr
Plain text:
“Create a listing for your Biz/Org or
search for help with your next project
on our FREE Global Print & Integrated
Marketing Services Directory
http://directory.printmediacentr.com”

13. Design elements
Marketing with 2D Barcodes
Display size

14. Design elements
Marketing with 2D Barcodes
Lighting and environment

15. Design elements
Marketing with 2D Barcodes
Color and contrast

16. Design elements
Marketing with 2D Barcodes
Branding
O
K
O
K
BA
D
O
K

17. Marketing with 2D Barcodes
Who are the 'scanners'?

18. Who are the 'scanners'?
Marketing with 2D Barcodes
• 6.2% of U.S. mobile users, 17% smartphone users
• 61% Male
• 53% are 18-34yrs old
• 55% have HH income >$75k
Location of QR code:
– Printed magazine or newspaper (49%)
– Product packaging (35%)
– Website on PC (27%)
– Poster, flyer or kiosk (25%)
Source: ComScore MobiLens, June 2011

19. Marketing with 2D Barcodes
When to use a 2D code

20. When to use a 2D code
Marketing with 2D Barcodes
• Capture impulse
• Augment an experience
• Printed material
• Live events

21. Business cards
Product packaging
Flyers and brochures
Posters
Table tents
In-aisle displays
Magazines and newspapers
Marketing with 2D Barcodes
Where to use 2D codes

22. How to present a 2D code
Marketing with 2D Barcodes
• Size matters!
• Give a reason to scan
“Get a behind the scenes look at...”
“Sign our petition”
“Enter to win”
• Provide instructions
mobile app required
where to get an app
2D codes vs SMS as a call-to-action

23. Marketing with 2D Barcodes
How to fail

24. How to fail with 2D codes
Marketing with 2D Barcodes
• Direct to a non-mobile URL
• Put QR in inappropriate places (moving vehicles,
out-of-reach/awkward)
• Don’t test
www.mobilemarketingfail.com

25. Marketing with 2D Barcodes
How to win

26. How to win with 2D codes
Marketing with 2D Barcodes
• Direct to a mobile URL
• Add value to the experience
• Provide a good reason
• Test on many devices and at
all stages

27. Target – Helping light up the Holidays
QR code and SMS CTA on in-aisle display.
Marketing with 2D Barcodes
How to win with 2D codes

28. Target – Helping light up the Holidays
Mobile micro-site:
Marketing with 2D Barcodes
How to win with 2D codes

29. Questions?
Kelly McIvor
kelly@atomicmobile.com
206.673.2749
Marketing with 2D barcodes
Marketing with 2D Barcodes