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IMMEDIATE
RESPONSE
Best practices for QR and
a sneak peek into what’s next
ABOUT THIS PRESENTATION
This is our “201 course” on QR and immediate
response techniques. Looking for more of a primer?
Check out our 101 at http://slidesha.re/QRpres
THE BIG QUESTION:
ARE QR TAGS
EFFECTIVE?
The short answer: It depends on what you’re trying to
achieve
WE’VE ALL HEARD THE
OBJECTION:

                  WHAT WE DON’T KNOW
                  • What was the brand trying to
                    achieve?
Brand X tried a
                  • What did the QR tag offer?
 QR tag and it
  didn’t work     • What experience did it take
                    people to?
                  • What was the ROI (or the
                    opportunity cost)?
THE QR OPPORTUNITY

 1      ACTIVATE MEDIA




Print to web response rates are     QR tags are a low- or no-cost way
notoriously low (unless there’s a   to make that media more active
sweepstakes involved, of course).   and more actionable.
THE QR OPPORTUNITY

      2     BE MORE ACCESSIBLE TO
            SMARTPHONE USERS
            Few consumers have higher expectations for brand
            experiences than those wielding smartphones.
            Today, the potential audience is:


                  13            OF       13
            Of American adults        Of smartphone
            own smartphones         owners scan QR tags

                  (Among             (70% are interested in
            physicians, it’s 80%)          the tags)
MGH, 2011
SO WHAT LIMITS THE
EFFECTIVENESS OF QR FOR
BRANDS?

Three things.
OUR EXPECTATIONS
QR codes represent an incremental opportunity to activate
more (otherwise passive) readers.




                         SOMEWHERE IN
                           BETWEEN




QR tag users tend to be exactly the people brands want to engage.
• They’re more educated and affluent
• And they’ve self-qualified (they want more information about
  your brand)
OUR EXECUTIONS
A QR code alone is rarely enough. It’s what we use it to build
that really matters. Today, many QR tags fail on two fronts:


   THE POSITIONING                   THE DESTINATION


        No clear value                   Websites not
        proposition or offer             optimized for mobile

        Small size, difficult to         Challenging
        capture or use                   registration processes
OUR MEASUREMENT
The impact of immediate response tactics will be different by brand
and by audience. Start with a baseline expectation for
engagement: Interactions with tags should be ~1/3 of our typical
banner ad click-through rate.
                       Then try:

                       CHAMPION/CHALLENG
                       ER TESTING
                       with multiple low- and no-cost immediate
                       response tactics.

                       Which will earn the most hand raisers
                       for your brand?
                       • Short URLs
                       • Memorable URLs or key phrases
                       • QR tags
                       • Short codes/SMS
BEST PRACTICES FOR
QR TAGS
Creating value for the brand and the people
THE MOST EFFECTIVE USES OF QR
TAGS SHARE TWO THINGS IN
COMMON:



    Demonstrating
                     Purposeful in
     compelling
                    their promotion
       value
WHAT IS COMPELLING VALUE?
It’s a great answer to this fundamental question:

                Why should I scan the QR tag?
QR TAG USERS ARE LOOKING FOR
  THAT COMPELLING VALUE
   Why smartphone users have scanned QR tags:
       0%             10%       20%         30%   40%   50%   60%




            Get a coupon, discount, or deal
            Access additional information
            Enter a sweepstakes
            Sign up for more info
            Access a video
            Make a purchase
            Interact in social media
            Other


MGH/eMarketer, 2011
HOW DO WE CREATE MORE
PURPOSEFUL PROMOTION?
Two key creative questions:

            How is it positioned - is it prominent?

             Is the value position shown clearly?
ONE GREAT EXAMPLE
All the basics are
covered in the:




Clear value proposition

Great, actionable tips
for first timers



Big, easy-to-scan code
PLUS IT UP
  Three extra things to try on your next code:

                    Customize it: A custom QR Code offers
       1            product branding and generates 2.4x
                    greater response than an ordinary QR tag.



                    Add a short code: Build in a little
       2            redundancy; if your customers are having
                    trouble scanning the code (bad
                    light, angle, etc.), give them an easy work
                    around with a short URL or text code.




Advanced Telecom Services, 2011
PLUS IT UP
Three extra things to try on your next code

         Go ahead, think big: To scan, your QR
 3       tag has to show a pattern, but it doesn’t
         have to be a little black and white square.




iQ created this fully scannable
3-foot x 3-foot QR tag out of
625 syringes.

See it in action:
http://bit.ly/iQvideo
OTHER IMMEDIATE
RESPONSE TOOLS
What else belongs in your next champion-challenger
test
MOBILE OPT-IN
    It’s how we connect with each other
    224 million of us text message. The 65+ set averages just five
    texts per day, but the 18- to 24-year-olds tap out ~110 every day!

    And how brands communicate to–and even with–their
    customers and fans. To subscribe, people text a key word (text:
    weight) to a short code (53016). The brand automatically replies
    with a set of ongoing marketing messages. Consumers can interact
    with short Y/N replies and opt out anytime, usually by typing STOP.


    Want to try it?
    Text “baby” or “weight” to 53016 to join an opt-in program.
    Or text “med” to 53016 to see how double opt-in works.



Pew Internet and American Life Project, 2011
SIMPLE SHORT URLS
Why? They’re as free as QR tags and even easier to track.

What’s a short URL? It’s a forwarding service that lets users take
any existing URL and shorten it. They were popularized by Twitter
(where character limits are short)!

Want to try it? Go to https://bitly.com/ and enter any URL to
see the short version.




     Free URL services (like
     bit.ly) have tracking
     and reporting built in:
IMAGE RECOGNITION
One of the core limitations of QR tags is
that they work only with smartphones.

Using a technology that works with
camera phones can double –
sometimes triple – your audience.
Image recognition makes that possible –
although, it does take an extra step.

Users take a picture of an ad or package
and email or text it to the brand to get an
offer or information back.


  Want to try it? Take a picture
  of the got milk? ad on the
  right, and and send it to
  milk@agm.tw
WHAT’S NEXT?
What new technology will change immediate response?
THE GAME CHANGER ON THE
HORIZON:



NFC stands for near-field communication.

   •   Like RFID and Bluetooth, it creates wireless connections
       between two devices in close proximity to each other.

   •   But for simple transactions, NFC is more instant, spontaneous,
       and actionable for people to connect with brands.
THE NEXT EVOLUTION OF
ENGAGEMENT ISN’T TYPING OR
EVEN SCANNING, IT’S TAPPING




This is the kind of “ah ha” ease of use that inspires
rapid adoption and bridges the technology divide.
THAT IS, AS SOON AS THE
HARDWARE CATCHES UP…
Today, most of the new Android smartphones have NFC.




But Apple and RIM have been slower to adopt.

See the full list:
http://bit.ly/nfclist
WE’RE ALREADY SEEING TEST
CAMPAIGNS
WHAT ELSE COULD MARKETERS
DO?
Prompt immediate joining or opt-ins:




Initiate a phone call, text or email:
INNOVATION LAB 2010

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Best Practices for Immediate Response Techniques

  • 1. IMMEDIATE RESPONSE Best practices for QR and a sneak peek into what’s next
  • 2. ABOUT THIS PRESENTATION This is our “201 course” on QR and immediate response techniques. Looking for more of a primer? Check out our 101 at http://slidesha.re/QRpres
  • 3. THE BIG QUESTION: ARE QR TAGS EFFECTIVE? The short answer: It depends on what you’re trying to achieve
  • 4. WE’VE ALL HEARD THE OBJECTION: WHAT WE DON’T KNOW • What was the brand trying to achieve? Brand X tried a • What did the QR tag offer? QR tag and it didn’t work • What experience did it take people to? • What was the ROI (or the opportunity cost)?
  • 5. THE QR OPPORTUNITY 1 ACTIVATE MEDIA Print to web response rates are QR tags are a low- or no-cost way notoriously low (unless there’s a to make that media more active sweepstakes involved, of course). and more actionable.
  • 6. THE QR OPPORTUNITY 2 BE MORE ACCESSIBLE TO SMARTPHONE USERS Few consumers have higher expectations for brand experiences than those wielding smartphones. Today, the potential audience is: 13 OF 13 Of American adults Of smartphone own smartphones owners scan QR tags (Among (70% are interested in physicians, it’s 80%) the tags) MGH, 2011
  • 7. SO WHAT LIMITS THE EFFECTIVENESS OF QR FOR BRANDS? Three things.
  • 8. OUR EXPECTATIONS QR codes represent an incremental opportunity to activate more (otherwise passive) readers. SOMEWHERE IN BETWEEN QR tag users tend to be exactly the people brands want to engage. • They’re more educated and affluent • And they’ve self-qualified (they want more information about your brand)
  • 9. OUR EXECUTIONS A QR code alone is rarely enough. It’s what we use it to build that really matters. Today, many QR tags fail on two fronts: THE POSITIONING THE DESTINATION No clear value Websites not proposition or offer optimized for mobile Small size, difficult to Challenging capture or use registration processes
  • 10. OUR MEASUREMENT The impact of immediate response tactics will be different by brand and by audience. Start with a baseline expectation for engagement: Interactions with tags should be ~1/3 of our typical banner ad click-through rate. Then try: CHAMPION/CHALLENG ER TESTING with multiple low- and no-cost immediate response tactics. Which will earn the most hand raisers for your brand? • Short URLs • Memorable URLs or key phrases • QR tags • Short codes/SMS
  • 11. BEST PRACTICES FOR QR TAGS Creating value for the brand and the people
  • 12. THE MOST EFFECTIVE USES OF QR TAGS SHARE TWO THINGS IN COMMON: Demonstrating Purposeful in compelling their promotion value
  • 13. WHAT IS COMPELLING VALUE? It’s a great answer to this fundamental question: Why should I scan the QR tag?
  • 14. QR TAG USERS ARE LOOKING FOR THAT COMPELLING VALUE Why smartphone users have scanned QR tags: 0% 10% 20% 30% 40% 50% 60% Get a coupon, discount, or deal Access additional information Enter a sweepstakes Sign up for more info Access a video Make a purchase Interact in social media Other MGH/eMarketer, 2011
  • 15. HOW DO WE CREATE MORE PURPOSEFUL PROMOTION? Two key creative questions: How is it positioned - is it prominent? Is the value position shown clearly?
  • 16. ONE GREAT EXAMPLE All the basics are covered in the: Clear value proposition Great, actionable tips for first timers Big, easy-to-scan code
  • 17. PLUS IT UP Three extra things to try on your next code: Customize it: A custom QR Code offers 1 product branding and generates 2.4x greater response than an ordinary QR tag. Add a short code: Build in a little 2 redundancy; if your customers are having trouble scanning the code (bad light, angle, etc.), give them an easy work around with a short URL or text code. Advanced Telecom Services, 2011
  • 18. PLUS IT UP Three extra things to try on your next code Go ahead, think big: To scan, your QR 3 tag has to show a pattern, but it doesn’t have to be a little black and white square. iQ created this fully scannable 3-foot x 3-foot QR tag out of 625 syringes. See it in action: http://bit.ly/iQvideo
  • 19. OTHER IMMEDIATE RESPONSE TOOLS What else belongs in your next champion-challenger test
  • 20. MOBILE OPT-IN It’s how we connect with each other 224 million of us text message. The 65+ set averages just five texts per day, but the 18- to 24-year-olds tap out ~110 every day! And how brands communicate to–and even with–their customers and fans. To subscribe, people text a key word (text: weight) to a short code (53016). The brand automatically replies with a set of ongoing marketing messages. Consumers can interact with short Y/N replies and opt out anytime, usually by typing STOP. Want to try it? Text “baby” or “weight” to 53016 to join an opt-in program. Or text “med” to 53016 to see how double opt-in works. Pew Internet and American Life Project, 2011
  • 21. SIMPLE SHORT URLS Why? They’re as free as QR tags and even easier to track. What’s a short URL? It’s a forwarding service that lets users take any existing URL and shorten it. They were popularized by Twitter (where character limits are short)! Want to try it? Go to https://bitly.com/ and enter any URL to see the short version. Free URL services (like bit.ly) have tracking and reporting built in:
  • 22. IMAGE RECOGNITION One of the core limitations of QR tags is that they work only with smartphones. Using a technology that works with camera phones can double – sometimes triple – your audience. Image recognition makes that possible – although, it does take an extra step. Users take a picture of an ad or package and email or text it to the brand to get an offer or information back. Want to try it? Take a picture of the got milk? ad on the right, and and send it to milk@agm.tw
  • 23. WHAT’S NEXT? What new technology will change immediate response?
  • 24. THE GAME CHANGER ON THE HORIZON: NFC stands for near-field communication. • Like RFID and Bluetooth, it creates wireless connections between two devices in close proximity to each other. • But for simple transactions, NFC is more instant, spontaneous, and actionable for people to connect with brands.
  • 25. THE NEXT EVOLUTION OF ENGAGEMENT ISN’T TYPING OR EVEN SCANNING, IT’S TAPPING This is the kind of “ah ha” ease of use that inspires rapid adoption and bridges the technology divide.
  • 26. THAT IS, AS SOON AS THE HARDWARE CATCHES UP… Today, most of the new Android smartphones have NFC. But Apple and RIM have been slower to adopt. See the full list: http://bit.ly/nfclist
  • 27. WE’RE ALREADY SEEING TEST CAMPAIGNS
  • 28. WHAT ELSE COULD MARKETERS DO? Prompt immediate joining or opt-ins: Initiate a phone call, text or email:

Notas del editor

  1. Utility (airline or sean)SavingsAdvantageAccess (best buy)
  2. Google Nexus S, Galaxy S II, Nokia N9, BlackBerry Bold 9900
  3. Google Hotpot – the new Google Maps features which make it easier for you and your friends to discover and share places – hasn’t been Google’s most exciting offering, but they’re going to be using it to start promoting widespread use of Near Fields Communications technology in America. Trials in Portland, Oregon will begin soon with businesses placing “Recommended on Google” stickers on their doors and windows. Users with NFC-equipped devices – Nexus S owners only, for now – will be able to pull that particular business’s information in by placing their phone near the sticker and will allow you to read more about the place, read and write reviews, and more.The poster campaign features an exclusive movie trailer and a link to the X-Men film’s Facebook ‘like it’ which is accessed by tapping an NFC-enabled smart phone on poster sites around London. Each site has a pre-programmed NFC chip affixed to the rear of the poster.
  4. Increase your Facebook Likes by creating your own Facebook Like Campaign. Customers simply tap your poster or sticker and press the ‘Like’ button directly on their phone. This automatically creates a ‘Like’ on your chosen Facebook page so it’s simple and instant.Create a completely customised campaign with bespoke design/artwork and different tag functions such as dial a number, send an SMS and Mail to. With NFC tags, the possibilities are endless so with our custom campaign service, we can accommodate any requirements you may have. Whether you’re a taxi company that wants to allow customers to tap a poster that auto dials your office or are you a promoter that wants to allow people to enter by a simple tap and text service we can make it happen.