So you've decided to add a QR code to your package to better communicate and/or interact with consumers. Now what? Where do you start? Here's a list of various technologies available to help you find and assess the best one for your project.
QR Code: "QR code" has become the generic term for all types of 2-D codes/tags. These open-source codes are preferred for their high-speed scan capability, ability to hold large amounts of information and relatively small footprint. QR codes can be read with an almost unlimited variety of readers, meaning no specific/proprietary reader is required for a specific QR code. Conversely, not all readers will read all QR codes. QR codes contain the entire message or content within the code. This alleviates the need for online access to decode it. (Source: www.qrcode.com)
Who you gonna call? | Packaging Digest
Wednesday, February 01, 2012
Vogue uses QR code to reveal Karlie Kloss film - mUmBRELLA
Vogue Australia is the latest publisher to make use of QR codes – the cover story of the March edition, which features model Karlie Kloss, leads readers through to the Vogue website where they can watch a behind the scenes video of a shoot with Kloss.
Vogue uses QR code to reveal Karlie Kloss film - mUmBRELLA
New Free Guide to the QR Code
DENSO ADC, the Americas sales arm of DENSO Wave Incorporated, inventor of the QR Code(R), announced publication of a new free guide, "QR Code Essentials."
"Since its introduction in 1994, the QR Code has come to play a major role in every industry where barcodes are employed," said John Doran, senior manager, Commercial and Industrial Systems, DENSO Sales California, Inc. "With such widespread popularity, customers are constantly contacting us to find out more about QR Codes and how to implement them."
The new 12-page guide answers this need by providing key facts and information about the QR Code and the technology associated with it. The guide is available as a free download from the DENSO ADC website (922 KB).
New Free Guide to the QR Code(R) - MarketWatch
"Since its introduction in 1994, the QR Code has come to play a major role in every industry where barcodes are employed," said John Doran, senior manager, Commercial and Industrial Systems, DENSO Sales California, Inc. "With such widespread popularity, customers are constantly contacting us to find out more about QR Codes and how to implement them."
The new 12-page guide answers this need by providing key facts and information about the QR Code and the technology associated with it. The guide is available as a free download from the DENSO ADC website (922 KB).
New Free Guide to the QR Code(R) - MarketWatch
Tuesday, January 31, 2012
5 Ways to Maximize Your QR Codes
While QR codes aren’t specifically aimed at landing pages, as they can be used to push an almost limitless array of data to users’ phones or tablets (vCards, text, a web page, etc.), the most common application of a QR code is to bring a user to a customized landing page. With that in mind, let’s take a look at making the very best of the QR code experience, for both you and your end users.
Making the most of mobile
It should go without saying, but if your users are accessing your landing page via a QR code, said landing page absolutely must be optimized for the mobile experience. But what exactly does mobile optimized mean?
Your QR code targeted landing page should be scaled to render perfectly in user’s phones or tablets, regardless of horizontal or vertical orientation. In other words, if a user has to pinch and/or squeeze your page to view it properly, you’ve already lost them, and all your planning has crumbled beneath a poor design.
Target it
With the ease of generating QR codes, there’s simply no excuse for having a generic landing page. Besides, how do your segment your measurement if you’re not creating specific, targeted landing pages that compliment those specific, targeted QR codes you’re pushing out the door?
As viewers are still relatively new to the QR code experience, marketers and designers need now more than ever to meet and exceed expectations. Create targeted landing pages that invoke, if not copy, exactly the format to the physical ad that users will see. This not only provides context to the browser based experience, but gives you the opportunity to further enrich the experience through interactivity. If users have no common point of reference, they’re like to be confused, and click, bang…they’re gone.
One ping only
Borrowing cues from social media, your QR codes should ultimately be focused on bringing the entire experience back to a conversation. Ads are usually a one sided conversation, and QR codes give you the opportunity to further lead your new visitors to the entire point of your campaign – make it easy for them to find and act on it.
Whether it’s getting them to watch a video, fill in a form, or cash in on a coupon, be upfront and clear on your landing page. That’s not to say your landing page should be all about the action, but remember, you’re dealing with mobile visitors, who are most likely on the go. Don’t overly complicate your targeted landing page, and avoid the scroll if at all possible. Stay focused and relevant to the offer that was promised in the ad, as delivering on a promise is the fastest road to a conversion.
Catch ya later
Let’s be honest, the last time you scanned a QR code, did you follow through all the actions at that very moment? Me neither. To be honest, I sometimes end up scanning a bunch of different codes and then either saving them to Evernote or simply leaving the page open in the background. If I’ve done it, and you’ve done it, chances are there’s a plethora of other users doing the same thing.
If your call to action is a simple form fill in, you might catch a user right then and there, but if you’ve got something a bit more involved, watching a video, perhaps, don’t forget to include a couple of “catch ya later” options on your landing page. Still trying to avoid the scroll, is there any open screen real-estate for a simple “contact us” or “bookmark us” option? If so, it needs to be included in your landing page. If not, reposition some other assets, as you absolutely need to make it easy for viewers to find you again.
Zoom, zoom!
Tied to optimized for mobile above, remember who you end users are and make sure that your targeted landing page is as fast as it can possibly be. Test, test, and retest your pages before they see the light of day. Also keep sub-optimal internet connectivity in mind. Case in point: 3G connectivity while on the ground can deliver a decent experience, but when accessing your page on the subway, that experience can drastically change.
Remember, users who take the time to scan your QR code are probably in the middle of doing something else, and you’ve caught their interest enough to take the time to scan. Don’t make them wait for your message.
Bonus – Get creative!
Sure, QR codes are great for marketers, and we absolutely love the data they provide, but let’s be honest, initial adoption rates weren’t exactly stellar. Why? To be fair, there are a number of reasons, but my personal belief is that there are still a number of marketers that are in love with the data, but have yet to take the financial leap of faith of design and experience. Sure, it’s relatively easy to set up some targeted landing pages and reap the data rewards that they provide, but what’s in it for the end user?
Which would you rather enjoy? A rundown on this year’s new BMW 7 series via a fact sheet, or a few rapid fire shots of said 7 series ripping it up around the Nürburgring capped off with a quick virtual tour of the cars finer points, concluded with a “Schedule your personal tour today.” call to action? Hello Beemer!
QR codes are one to the fastest and easiest ways to convert an offline experience into an online one, and reap all the tracking and measurement benefits the online experience has to offer. Not to mention, a far more immersive (and impressive) experience for your end user. As long as you’re employing the simple tips above, delivering on the promise or action stated in the offline ad, and creating memorable, interactive experiences, you’re well on your way to maximizing your QR code experience.
5 Ways to Maximize Your QR Codes
Making the most of mobile
It should go without saying, but if your users are accessing your landing page via a QR code, said landing page absolutely must be optimized for the mobile experience. But what exactly does mobile optimized mean?
Your QR code targeted landing page should be scaled to render perfectly in user’s phones or tablets, regardless of horizontal or vertical orientation. In other words, if a user has to pinch and/or squeeze your page to view it properly, you’ve already lost them, and all your planning has crumbled beneath a poor design.
Target it
With the ease of generating QR codes, there’s simply no excuse for having a generic landing page. Besides, how do your segment your measurement if you’re not creating specific, targeted landing pages that compliment those specific, targeted QR codes you’re pushing out the door?
As viewers are still relatively new to the QR code experience, marketers and designers need now more than ever to meet and exceed expectations. Create targeted landing pages that invoke, if not copy, exactly the format to the physical ad that users will see. This not only provides context to the browser based experience, but gives you the opportunity to further enrich the experience through interactivity. If users have no common point of reference, they’re like to be confused, and click, bang…they’re gone.
One ping only
Borrowing cues from social media, your QR codes should ultimately be focused on bringing the entire experience back to a conversation. Ads are usually a one sided conversation, and QR codes give you the opportunity to further lead your new visitors to the entire point of your campaign – make it easy for them to find and act on it.
Whether it’s getting them to watch a video, fill in a form, or cash in on a coupon, be upfront and clear on your landing page. That’s not to say your landing page should be all about the action, but remember, you’re dealing with mobile visitors, who are most likely on the go. Don’t overly complicate your targeted landing page, and avoid the scroll if at all possible. Stay focused and relevant to the offer that was promised in the ad, as delivering on a promise is the fastest road to a conversion.
Catch ya later
Let’s be honest, the last time you scanned a QR code, did you follow through all the actions at that very moment? Me neither. To be honest, I sometimes end up scanning a bunch of different codes and then either saving them to Evernote or simply leaving the page open in the background. If I’ve done it, and you’ve done it, chances are there’s a plethora of other users doing the same thing.
If your call to action is a simple form fill in, you might catch a user right then and there, but if you’ve got something a bit more involved, watching a video, perhaps, don’t forget to include a couple of “catch ya later” options on your landing page. Still trying to avoid the scroll, is there any open screen real-estate for a simple “contact us” or “bookmark us” option? If so, it needs to be included in your landing page. If not, reposition some other assets, as you absolutely need to make it easy for viewers to find you again.
Zoom, zoom!
Tied to optimized for mobile above, remember who you end users are and make sure that your targeted landing page is as fast as it can possibly be. Test, test, and retest your pages before they see the light of day. Also keep sub-optimal internet connectivity in mind. Case in point: 3G connectivity while on the ground can deliver a decent experience, but when accessing your page on the subway, that experience can drastically change.
Remember, users who take the time to scan your QR code are probably in the middle of doing something else, and you’ve caught their interest enough to take the time to scan. Don’t make them wait for your message.
Bonus – Get creative!
Sure, QR codes are great for marketers, and we absolutely love the data they provide, but let’s be honest, initial adoption rates weren’t exactly stellar. Why? To be fair, there are a number of reasons, but my personal belief is that there are still a number of marketers that are in love with the data, but have yet to take the financial leap of faith of design and experience. Sure, it’s relatively easy to set up some targeted landing pages and reap the data rewards that they provide, but what’s in it for the end user?
Which would you rather enjoy? A rundown on this year’s new BMW 7 series via a fact sheet, or a few rapid fire shots of said 7 series ripping it up around the Nürburgring capped off with a quick virtual tour of the cars finer points, concluded with a “Schedule your personal tour today.” call to action? Hello Beemer!
QR codes are one to the fastest and easiest ways to convert an offline experience into an online one, and reap all the tracking and measurement benefits the online experience has to offer. Not to mention, a far more immersive (and impressive) experience for your end user. As long as you’re employing the simple tips above, delivering on the promise or action stated in the offline ad, and creating memorable, interactive experiences, you’re well on your way to maximizing your QR code experience.
5 Ways to Maximize Your QR Codes
Food giant spoons up a cereal box redo – USATODAY.com
"There's never been a time like this," says Addicks, a 23-year veteran of the company. "Because of the digital technology that resides in people's hands … we can now deliver content that engages and enhances the experience. Before, we had to rely on a 30-second TV ad."
Addicks is trying to reinvent food packaging, especially cereal, by using digital technology. He's working on concepts that he hopes will be out by the summer and won't reveal much, citing General Mills' rivalry with other food companies, most notably Kellogg's.
General Mills has YouTube channels for Betty Crocker, Pillsbury and other brands. Roe wants the company to view itself as a publisher, not an advertiser. "We see them as a Food Network or Epicurious," she says. "They have … really strong content that they produce. They are really progressive in this space."
Food giant spoons up a cereal box redo – USATODAY.com
QR Code Super Bowl Ad
The 46th Super Bowl on Sunday will have at least one QR Code commercial. Go Daddy has a 30 second ad featuring auto racing driver Danica Patrick and a new lineup of pop girl group Pussycat Dolls with an onscreen QR Code.The code currently resolves to a mobile page showing a video of the same ad (if you are using a mobile device). (Source: 2d-Code)
QR Code Super Bowl Ad
QR do's and dont's | Packaging Digest
Click here to go back to the main article "2-D or not 2-D?"
Should you add a QR code to your package? They offer several benefits for marketers. Using this new medium to engage with consumers at the point of purchase/use or later at their leisure at home raises brand awareness and, hopefully, consumption of the product. But marketers should use QR codes on packs "not because they can, but because they have something relevant to share and have a clear objective," says David Luttenberger, vp, packaging strategist for the Global Packaging Advisory Service at Iconoculture, a consumer research and advisory firm.
In November 2011, the Mobile Marketing Assn. (MMA) published a white paper for free download called Mobile Barcodes: an Overview for Marketers. It explains how marketers can leverage mobile bar codes to give their customers access to information, multi-media content, promotional opportunities, retail store locations, discounts and coupons, samples and more.
QR do's and dont's | Packaging Digest
Should you add a QR code to your package? They offer several benefits for marketers. Using this new medium to engage with consumers at the point of purchase/use or later at their leisure at home raises brand awareness and, hopefully, consumption of the product. But marketers should use QR codes on packs "not because they can, but because they have something relevant to share and have a clear objective," says David Luttenberger, vp, packaging strategist for the Global Packaging Advisory Service at Iconoculture, a consumer research and advisory firm.
In November 2011, the Mobile Marketing Assn. (MMA) published a white paper for free download called Mobile Barcodes: an Overview for Marketers. It explains how marketers can leverage mobile bar codes to give their customers access to information, multi-media content, promotional opportunities, retail store locations, discounts and coupons, samples and more.
QR do's and dont's | Packaging Digest
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