10 Mistakes to Avoid When Integrating QR Codes

Tweet August 2, 2010 • Atlanta, GA USA – Here are the Top 10 mistakes to avoid when integrating two dimensional (2D) codes – such as Quick Response (QR) Codes, Scanbuy’s ScanLife EZcodes or Microsoft Tag scan codes – in your U.S. marketing plans. See full article here.

The sooner you get started with 2D codes, the sooner you may receive traditional media coverage; buzz; and word-of-mouth for activating and engaging your community on their smartphones.

But, careful in your gold-rush to launch to get that extra buzz. Making a mistake with your 2D code marketing plans is easy. While you might get an “A” for effort, you could easily get an “F” – flamed for an easily avoidable tactical execution error, as New York City was by Mashable and describe in the Top 2 mistake (below).

1. Not Linking the Scan Code to Content That Adds Value – adding-value might include a “how to install” video or video teaser for a new TV show; sweepstakes; launch an app in the Apple iTunes App Store for immediate downloading; an RSS feed (dynamic info) optimized for a smartphone; or walking directions from an outdoor poster to a hard-to-find venue. It’s unlikely that linking to your home page will add value. Engage! Add value! And, make sure your landing page is working!


2. Not Linking the Scan Code to a Mobile Site – (and not explaining what content that the code links to). While New York City generated a ton of media converge for their big, innovative use of QR codes, unfortunately, as Mashable reported (6/10/10), “the QR codes miss the mark and don’t provide an optimized experience for scanners on their mobile device. Also, keep in mind if your team is designing on big screens, make sure they are using smartphones to make sure their work is viewable/readable/working on a small smartphone screen."


3. Not Tracking Your Scan Codes’ Usage – use a service that allows you to track the data and analytics from your scans. And, use multiple codes in a campaign even if all the codes goes to the same video or webpage. This way, you can track usage by media placement. Plus, the destination for a code may be different depending on how it’s used. For example, a code that appears on an item that requires installation might link to a “how to install” video while an outdoor board might link to shout-out videos from happy customers. Make print clickable. Now you will know if your print campaign is ‘mobilizing’ your community to take action.


4. Not Providing Directions on How to Get a Free Scanner App – in the U.S., telling your audience how to get a free scanner app is (almost always) a must. Because 2D barcodes are still so new in this country [United States], companies should fully explain the codes they are using, where and how to download a reader app and what the code will link to


5. Not Having at Least Two Modules of Space Around the Scan Code – sweat the details! It’s not enough to proof your codes when they are generated, they need to work when placed in your marketing tools next to text or art. Plus, the background and scan code colors can also affect the scan-ability of your codes. Before you begin production, test with different mobile scanning apps – and smartphone devices.


6. Printing the Scan Code Too Small – the size of a QR code may vary based on the code’s density. When/where size matters, EZcodes can be as small as a dime.Typically QR codes are anywhere from 2x the size of an EZcode to 10x the size of an EZcode, but the QR codes that [ScanLife] generate can always be a minimum of 1 inch. Typically, QR codes that are not generated by ScanLife, are larger because the information is include in the code itself (rather than the EZcode that “points to” a database for the content or call-to-action). See page 2 of this brochure for a terrific chart showing a comparison of size examples of EZcodes versus QR scan codes.


7. Placing a Scan Code Where There is No Internet Access – for example, until the New York City subway system has reliable, free internet service, why place the code inside a subway car? (That’s exactly what Freelancers Union did).


8. Not Using a URL Shortener – For example, if you are using a URL for walking directions for Google Maps, you must use a URL shortener, to avoid a humongous size QR code. Keep the url short. When you put all that data inside of a QR code, may be (needlessly) making your code dense and big. You either print it full-size (and take up too much space) or you shrink it (and your audience may not be able to scan it). Not Having Enough Bandwidth To Support Your Success – surprise! You’re campaigns a success, but you don’t have enough bandwidth to support the traffic.


9. Not Getting Started With Scan Codes – Stuck in research mode? Trying to navigate a multi-silo organization? Get started now. It’s a new way to engage your audience. The value of traditional media coverage you may receive by starting with scan codes now may exceed the entire cost for a year of integrating scan codes into your marketing. Wait too long, and you may miss that valued-added buzz-marketing, grass-roots opportunity.


10. Using a Free Scan Code Generator for Business – if you use a free scan code generator on the web for business to create your scan code – you will: a) not be able to change the URL that is “hardwired” into the code (static versus dynamic); and b) not get usage analytics. Plus, your audience may have trouble reading the scan code either because of their scanning app, smartphone or mobile browser. You are also at risk of making a BIG-SIZE scan code. If you shrink the scan code when you print it, your audience may have difficulty scanning it.


11. Bonus Mistake: Not Engaging a Scan Code Expert – It is rocket science! Just because QR Codes work in Japan it does not automatically mean that the different smartphone technology in the U.S. will work fine with your scan code. For example, dense QR codes that can be read in Japan with an auto-focus smartphone can be difficult to read on a non-auto-focus smartphone camera in the U.S.

From the blog:
That's GREAT!
a Blog by GREAT! CEO & Chief Creative Officer Dan Smigrod
August 2, 2010

News Release Suggestions

Tweet Ever wondered what the best way to format a news release is? Well here are some excellent suggestions from Bill Doehler (doehler@e-consortium.com) at E-Consortium:

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It is important that you call each publication prior to faxing the PR to find out exactly who to direct it to, and equally important that you call again after you send it to follow up and make contact with the publisher. The content of the release should be presented in the context of a real human interest story that people would be interested in hearing about (“Local business overcomes adversity…”), and should also speak to your intention to grow your business, and imply that the growth will create jobs for example.

Finally, you should consider buying an ad in a couple of the publications. They are more inclined to pay attention to news coming from a customer. If you are lucky, you might wind up having a feature story done about your business (which would be a definite HOME RUN!).

Great tips worth sharing! Thanks Bill!

Marketing 101 with direct mail:

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Direct mail, direct response, whatever you name it, still provides one of the most guaranteed methods of reaching a prospect. Email marketing is completely over sold, unless - UNLESS - it's an opt-in program. SPAM email marketing is dead.

Therefore, this is a great area to invest. Multi-channel, targeted, individualized communications will reach their recipient (not so with email necessarily) AND if done correctly, will generate a response. If the value is there, they will take action.

However, one fatal mistake print customers make is to underestimate the number hits it takes in order to solicit the response they are looking for. One postcard with an offer may not be enough (and generally isn't) to capture the attention and achieve the behavior necessary for the prospect to take action. I see this happen all the time.

There are many other factors, here are a few:

• Of course value is key. Does the recipient understand and recognize the value that you are offering? Is the message clear? Is there an action that is required?
• Targeted messaging. Is the offer something that the recipient can use, IE: is it valuable to them? EX: Selling a skiing trip to a retired senior versus selling a cruise. EX: Selling a Minivan to a single man versus selling a Mustang. EX: Selling life insurance to a teenager versus selling life insurance to a 40 something father of three. Does your communication piece 'speak to them'? If mailing to seniors, you need to have larger fonts, easier to read layout, images that relate to them... etc. Younger people want to look at younger people and have designs/fonts etc. more to their likes/dislikes. One set of content/layout/design templates will not be as effective.
• Timing. This is almost always overlooked. For maximum response, the message has to be timed correctly. If you send me a coupon for my oil change right after I just had my oil changed, then the likelihood I would respond would be low. However, if I am supposed to enroll in my 401K prior to July 31st then a 'campaign' of communications perhaps beginning as early as May and continuing through early July in order to have the forms filled out, the payroll withdrawals set, etc. would be effective. Other things that relate to timing include frequency of communications and seasonal opportunities.
• Preferred method of communication. If you can capture this, it is extremely valuable. Would the recipient prefer an email? a web link? a postcard? a phone call? This can really dramatically improve the response rate and close percentages of business. I found very few mailing campaigns captured this type of information.
• Response tracking, recipient validation and follow up. This is an obvious one. Who responded to the mailing? What action did they take or not take? Did you give them a chance to update their contact data? Did you give them a chance to request a follow up call?
• Couple direct mail with cross media tools such as opt in landing pages (GURLs) and personalized landing pages (PURLs) and you have the ability to add metrics to your campaign. These tools allow for a two way conversation with your prospect by collecting information voluntarily such that future communications are refined to topics relevant to their interests.
• QR Codes also allow for measurable data as well as access to the “Holy Grail” of personal contact...the Mobile Phone. QR Codes can link printed documents to all sorts of social media sites, opt in landing pages and even video messages. This is an exciting connection between the physical world of print and the virtual world of the internet.