2D Bar Code Strategy

In the latest issue of Islands magazine, Norwegian Cruise Line uses two Microsoft Tags  to promote a 7-Day Caribbean cruise vacation contest. One Tag is featured on the "From the Editor" page (see below, top) and the other Tag can be found in NCL's advertisement (see below, bottom). Both Tags direct readers to a website that launches a quiz and, based on how well a reader answers some questions, they will be entered into the cruise contest.


While NCL does a fine job explaining the Tags on the "From the Editor" page (i.e., how to scan, where to download a reader app, how to enter the contest, etc.), the execution is not as strong in the ad itself.  If a reader of the magazine missed the "From the Editor" page, which is located on page 6, I do not believe they would know what to make of the Tag found on the ad page, which is placed well inside the magazine. That is, unless the reader takes out a magnifying glass and reads the "mouse-sized" type located at the very bottom of the ad and set in gray lettering. Why NCL designed the ad in this manner is hard to tell. With 2D barcodes being so new, it is in a company's best interest to be open and upfront about the use of 2D barcodes. From a pure marketing perspective, if the Tag is meant to be the ad's call-to-action, why hide this or make it difficult for a reader to figure out. I am also curious to know why NCL chose this dotted version of a Microsoft Tag, as opposed to the more commonly seen version, which features colored or black and white triangle shapes.  

It would be interesting to know the success/scan rates for these placements and if NCL's objectives were achieved.

Bacardi, one of the world's leading makers of rum, recently launched a new two-page, full-color magazine advertisement featuring Microsoft Tags.

The summer-time themed ad promotes the company's Frozen Mixers, and Bacardi uses the Tags to direct readers to mobile videos that offer additional information on how to make Frozen Mixer drinks, how to invite guests and host a great summer party and how to enter a Labor Day Party Kit sweepstakes.



Although there is a lot going on in the ad (i.e., colors, images, captions, Tags, etc.), Bacardi does a fine job informing readers/smartphone users how to scan the Tags and download a free Tag reader app, if needed. In reading the ad, there is little doubt that the four Tags displayed are meant to be the calls-to-action.

Conde Nast Traveller does an excellent job making use of Microsoft Tags in the July issue of their magazine.

In the "Go Mobile" section of the magazine's "Online" page (see below), there is displayed a Microsoft Tag Snap It icon, as well as descriptive copy, which explains what a Tag is, where and how to download a Tag reader app and where the reader of the magazine will be directed once the Tag is scanned. From a best practice perspective, this is exactly what a company should do in order to get consumers familiar and comfortable with Tags, as well as any other 2D barcode. In the descriptive copy next to the Snap It icon, readers are prompted to look for Snap It icons throughout the magazine which, when scanned, will allow the reader to view additional information about the subject being covered in the associated article.

To the right of the descriptive copy and Snap It icon there is another Tag which, when scanned, offers readers a special 12-month subscription rate to the magazine. Similar to the way a retailer might offer mobile coupons through a barcode, this is the way the magazine's publisher offers a product discount. Clever.

The page below illustrates where the Snap It icon and Tag can be found within the magazine's pages (see upper right hand corner) and, in this instance, should the reader scan the Tag they would be linked to a video about Shanghai's street-food scene.


While it may appear as though Conde Nast is simply using the Tags to promote a subscription discount and offer additional subject matter inforamtion, what they are really doing is enhancing the overall customer experience which, after all, should be the goal of most any organization.

interlinkONE, a Massachusetts-based software company, shows us how QR codes can be effectively used at a trade show. Earlier this year, while exhibiting at the Dscoop convention in Dallas, interlinkONE used QR codes in a couple of unique ways, all of which were focused on driving attendees to the company's booth.


As attendees walked into the main entrance of the convention center, they were greeted with a floor decal (above left), which featured a huge QR code and instructions on how to scan the code, as well as the company's logo and contact information. Once scanned, attendees were directed to a video, which gave reasons why they should visit the interlinkONE booth. While plenty of companies continue to use generic candy and chocolate to lure people into their booths, interlinkONE got clever and whipped up a batch of cookies that had a QR code printed on top (above right). During the trade show's closing reception, all interlinkONE representatives wore T-shirts emblazoned with a QR code (below left). And lastly, all throughout the convention, the company gave out business cards and corporate/product brochures, which featured QR codes, as well (below right).


While it is always a challenge to attract prospects to a company's exhibit booth, QR codes might be a tactic worth testing, as long as the item that the code is linked to (i.e., video, mobile product page, image of the booth, mobile company brochure, etc.) is highly relevant and targeted to the trade show attendees. Another nice feature of using QR codes is that they are very easy to track and measure, so determining ROI should be simple.

At this year's Rochester Jazz Festival, attendees were able to scan a QR code "smart" poster to help them learn about each day's activities and performances. Below the "Scan This Code" headline, information was provided to tell attendees how to scan the code, where to download a reader app if needed and what the code linked to. Once scanned, the attendee was brought to the Mobile Festival Guide on their mobile device.


In the center of the QR code is the event logo, which includes the logos of the Festival's two primary sponsors Xerox and M&T Bank, and in the bottom left and right corner is reference to the company that sponsored the QR code poster itself a local medical practice.

To use a QR code in this manner (i.e., linking it to a mobile guidebook) is a great idea and to know that the Festival was able to generate sponsorship dollars from the "smart" poster indicates that branded QR codes, as well as code related signage can be seen as yet another way for companies, events, etc. to earn sponsorship revenue.

Ermenegildo Zegna, the world's leading brand in luxury menswear, is celebrating its 100th year in business and, to promote this milestone, the company has recently launched a new advertising campaign. One of their ads ran in today's The New York Times, and located in the upper right hand corner of the full-page, black and white ad is a QR code. With not a lot of copy or other graphics in the ad to distract the reader, the QR code prominently stands out. Next to the code, running vertically, is descriptive copy informing the reader that they can celebrate Zegna's 100 years by scanning the QR code with their smartphone. Once the code is scanned, the reader is linked to a special video, which talks about the company's centennial and was produced just for those individuals who scan the QR code.

Zegna does a fine job positioning the QR code in the ad and explaining what a person is to do with the code, but what the company does not do well is communicate with those individuals who 1) may not have a smartphone, and 2) may have a smartphone, but not scanning software. At first glance, it seems as though Zegna has chosen not to communicate with these potential customers, but in reality they do. In the upper left hand corner of the ad, printed in minuscule-sized text running vertically, is the address for the website that the company created to specifically celebrate the centennial (zegnacentennial.com). My question to the ad's designer is, why keep the centennial web address so hidden? It literally took me several minutes to find the address.

Although this is Zegna's first use of QR codes, something tells me that the company, as well as others in the luxury brand space, will be making greater use of 2D barcodes in future promotional campaigns.

As more and more companies learn about 2D barcodes, and look to integrate them into their promotional campaigns and marketing collateral, perhaps a list of best practices might be helpful. Please comment if you know of any others or can make any suggestions to those listed below.

1. Design: When designing an advertisement, the 2D barcode should not be an after thought. Instead, the barcode itself should be given as much consideration and attention as other elements of the ad's overall design (e.g., type face, image placement, headline copy, etc.). Also, if the barcode is to be considered the ad's call-to-action, which it often is, then all the more reason that the code should be worked into the overall design of the ad from the very beginning.
   
2. Placement: The 2D barcode should be placed in an area of prominence on the page, versus other images and or copy. The code should not be buried near the spine of a magazine, for example, which could make it difficult to scan/read, let alone see in general. Also, it is important to ensure that there is enough white space around the code, so that the code can be scanned and read properly.
3. Size: 2D barcodes should be a minimum of 0.75" x 0.75" in size to ensure that they can be scanned with a high degree of accuracy and success.  
4. Descriptive Copy: Because 2D barcodes are still new to U.S. consumers, companies should consider placing descriptive copy next to the code, which 1) tells the consumer what the code is, 2) how to scan the code, 3) where to download scanning software if not already on the mobile device and 4) what the code will link to. This copy should also be set in a type size that's actually large enough for people to read (i.e., not in footnote size type).
5. Branded Code: A branded, or customized, 2D barcode is one that incorporates a company's logo or any other image right into the code itself. While this may look interesting and tie into a company's overall brand it can also make the code that much more difficult to scan/read correctly. If a code is to be branded with a logo then the code should be scanned and tested for readability.
6. Inventory Management: As 2D barcode-based campaigns are created, it is helpful to have some sort of inventory system in place to manage all of the codes that could be generated and used from one campaign to the next.
7. Metrics: As important and useful as it is to track an email campaign, direct mail campaign, ad click-thru rates, etc., so too should a 2D barcode campaign be tracked, measured and analyzed to determine success rates and ROI.
8. Testing: To ensure the greatest degree of success, the codes that are generated for a promotional piece should be tested using a variety of scanning software and mobile devices.
9. Mobile Pages: The mobile pages that are linked to a code should be optimized for mobile viewing. 

This monring, I had an opportunity to meet with Nick Ford, Head of Marketing at TAPPINN. TAPPINN has created one of the first full-service web platforms, which can generate, manage and analyze QR barcodes, as well as develop mobile web sites.

Here's our discussion:

RM: Nick, your background is in traditional commercial printing. How did you make the leap to 2D barcodes?
NF: Several years ago, when I was at The Duratran Company, we were trying to visualize how we could make our clients' traditional print ads and signage that much more engaging and effective from an ROI perspective and, while trying to come up with a solution, we recognized how more and more consumers were using their mobile phones to aid in the purchase process. As we set out to find a way to tie the print ads and signs with mobile phones, we discovered 2D barcodes, specifically QR codes. In 2007, I partnered with Casey Ford and Kevin Galbavi to form TAPPINN, and here we are. Casey serves as CEO and Kevin as CTO.

RM: The word TAPPINN is supposed to stand for something, can you explain?
NF: Yes, the "TAPP" portion of our name stands for "Transmission Activated by Permission Protocol," and the whole idea behind what we are about is permission based communications between the brand and the user or consumer. We see a world where mobile advertising will be led by the consumer, meaning it will be up to them to decide which ad they wish to view and read about.

RM: You also use the phrase "beyond the code" to describe your business, please elaborate?
NF: The web platform that we have built and offer to both ad agencies and companies is full-service in that it does much more than just generate QR codes. The platform goes "beyond the code" by providing clients with the ability to inventory and manage all of the QR codes they generate, develop mobile web sites, or what we call smart sites, and track and report on campaign activity.

RM: Speaking of the QR codes that your platform generates, why do your QR codes have a red square in the upper left hand corner?
NK: The red square in the upper left hand corner is meant to represent quality.

RM: Quality in terms of what?
NK: Quality in terms of content. Similar to the idea behind Intel's "Intel Inside" campaign, we want consumers to be able to see our codes, recognize the red square, and know that the mobile web site that it links to is a quality site with respect to content. And, by the way of content, we mean that the site will be easy for the consumer to navigate, targeted to the consumer's need or interest and offer consumers the ability for them to share it in a sociable way.

RM: What do you mean by "share in a sociable way?"
NF: To us, mobile marketing is all about the user experience and the ability for consumers to share what they like with family, friends, etc. So, when a consumer views a TAPPINN mobile web site, they will notice on the bottom of the page four icons, which can be used to: 1) Facebook "Like It", 2) Twitter share, 3) email or 4) create their own QR code. We make it extremely easy for consumers to share and be social.

RM: What makes your creative design work different from others?
NF: When designing a 2D barcode-based print ad you can do it in one of two ways. First, you can design the entire ad and then insert the 2D barcode. Second, you can design the ad with the barcode in mind and then develop the entire ad around the code itself. We believe the second way makes more sense strategically and this is what we do with all of the ads that we are asked to design for our clients. It is also worth noting that often times the barcode becomes the ad's call-to-action, so here too we pay particular attention to where the QR code is placed and what it looks like.

RM: As I understand it,  you use open source to generate your QR codes. Could you speak more to this?
NF: Sure. In today's market, there are a few companies that generate proprietary 2D barcodes, which means that unless you have the scanner/reader software which corresponds with their proprietary code you will not be able to scan/read the code properly and link to the mobile web page that's intended to be seen. As an open source platform, we generate codes that can be scan/read by most any scanner/reader software. At a time when consumers are just learning about and getting used to 2D barcodes, we believe it makes more sense to make it as easy, and open, as possible for them to use and access the technology.

RM: If a company wishes to purchase your product what are the costs?
NF: We charge on a pay per scan, or PPS, basis, as well as for the development work to set up and deploy the platform. We also charge for any creative or consultation work that might be asked of us. For specific rates it would be best to contact us directly.

RM: Who are some of your clients?
NF: We have done work with TAG Heuer, Hearts on Fire, Tissot, Spazio24, Fred Meyer Jewelers, Aetrex and others in the luxury brand space.

RM: Where do we go from here?
NF: We see the 2D barcode market ready to explode here in the U.S., and taking on a presence much like that found in Japan and Europe, which are ahead of us in many different ways. From our perspective, 2D barcodes will transform traditional print advertising and create a much richer, and more social, user experience for all.

RM: Thank you Nick.

This advertisement for Ford's new in-car connectivity system, called SYNC, was spotted in the latest edition of WIRED. In the lower left hand corner of the ad is a Microsoft Tag.

Because the SYNC system is powered by Microsoft, it makes perfect sense that Ford would use a Tag as the 2D barcode for the campaign, versus a QR or Data Matrix 2D barcode, but what doesn't make sense is the placement of the Tag. If Ford knew it was purchasing a right hand ad page in the magazine, which I assume it did, then why design the ad in such a fashion that its call-to-action (i.e., the Tag) is buried near the spine of the magazine and at the bottom of the page? Why not place the Tag in a more prominent position such as the upper or lower right hand corner, or even the middle of the page? Also, if the ad is four color, why does Ford choose to make use of a black and white Tag? One of the features/benefits of Tags is that they can be produced in color, which I believe would help to draw attention to the Tag itself and the ad's call-to-action.

Even though Ford does a great job 1) describing the Tag, 2) informing readers what they will connect to once the Tag is scanned (SYNC product demos) and 3) how to get a scan app if needed with the brief descriptive copy listed to the right of the Tag, I wonder how effective the ad will really be knowing that the Tag (i.e., call-to-action) was placed in a relatively poor location.  

Your thoughts?

SPX, a multi-industry, Fortune 500 company, has launched a new print advertisement, which features a branded QR code. This particular ad was spotted in this week's Bloomberg Businessweek magazine.

Located in the upper right hand corner of the ad, the QR code that SPX has created is branded with a green "X" in the center of the code, which plays off the green "X" in their logo (see bottom of ad). From a branding perspective, this makes a great deal of sense and illustrates what companies can do with respect to branding and customizing a QR code.

To the left of the QR code is a couple of lines of instructive copy, which provides information on how to read/scan the QR code and, if need be, how to download code reader software from the SPX website if someone doesn't already have such software on their mobile device. When someone goes to the download page, SPX gives instructions to enter a special URL on their mobile device and, once done, SPX will recognize which type of device it is and provide the most appropriate QR code reader. Most other companies do not go to this extreme, so it is a nice service to offer and makes the user experience that much easier.

Getting back the branded code for a moment. To know that the capability to customize and brand a QR code is readily available, and at no significant cost, I wonder why most companies don't do this and more fully integrate the codes they generate with their brand. To a certain degree, a QR code can and should be considered as an extension of the brand. Would you agree?

In this month's issue of Golf magazine, there are three advertisements from golf equipment company TaylorMade, which feature Microsoft Tags.

Two full-spread ads promote the new ball that TaylorMade has developed, and the one-page ad promotes the company's new irons. All three ads feature Microsoft Tags in the lower left or right hand corner of the ad, and next to each Tag is descriptive copy informing readers how to download a free app in order to watch a video about the ball or irons, respectively.

For TaylorMade to apply Tags in this manner makes perfect sense, in that it instantly brings a reader (a potential customer) directly from the print ad to a video about the product, where the video can bring the image and copy of the ad to life.

While TaylorMade designs an engaging set of ads, from copy to graphical treatment, a couple of things strike me. First, why does the company use a minuscule type size for the descriptive copy next to each Tag? I found myself straining to read this copy and I could imagine others having to do so as well, especially if they are of the older demographic that may be subscribers to the magazine. Because the use of Tags and 2D barcodes is still so new, companies should not be sheepish about explaining what the code does and how consumers can scan/read it. Second, it is confusing to know what the real call-to-action is in each ad. In each ad, TaylorMade lists a specific website URL for the reader to go to as the place to learn more about their new products, and also offers the ability to scan the Tag, which brings readers someplace different. So which is it? I suppose the company is trying to appeal to both sets of readers, those that only view the web from a PC, and those that view the web via their mobile phone. From a best practice perspective, this makes sense, especially when 2D barcodes are still so new here in the U.S. market.

It will be interesting to see how other sports related companies make use of 2D barcodes.

Mercedes-Benz Oakville, a car dealership located in Ontario, Canada, has started to use QR codes in yet another way. The company has built a web page that lists the dealership's sales team and parts representatives, and next to each person's name and picture is a QR code. By scanning the code, customers will be given the sales or parts representative's name, email address, web address and phone number, which can then be easily stored in a customer's smartphone.

While Mercedes-Benz Oakville does a nice job creating this page and explaining to customers what the QR codes are all about, there are a few things I find puzzling. First, I have no idea how customers are supposed to find and navigate to this QR code page off the home page, or any other page for that matter. Nothing seems to link to it. Am I missing something? Second, there are other pages on the site which list employee names and numbers, etc., but on these pages there are no QR codes, why not? There should be consistency in how the codes are being used and displayed. Lastly, as good of a job as the dealership does to inform customers on to how and where they can download a reader for the QR codes, why don't they make it that much easier for customers to do so. The dealership could simply have built links to the i-nigma web site or the iTunes App store.

All that aside, it is an interesting way to make use of QR codes and people have done this on business cards as well, where someone can scan a code on the business card and instantly get a person's contact information saved to their phone.

For the past three years, British bank HSBC has been an official sponsor of Wimbleton and, this year, the bank plans to go all out to build awareness and raise interest among New Yorkers for this classic tennis tournament and venue. Starting June 14, HSBC will run a series of magazine and billboard ads that feature QR codes which, when scanned, will provide people with information about the heritage and history of Wimbleton.

Stay tuned for ad images...

University of California - Berkley's library web catalog, also known as Oskicat, has recently started to use QR codes to help students and researchers locate books and other documents online.

In the lower right hand section of a catalog page you will see a QR code. When scanned, the code will give you a general listing of where else the book or document can be found online. While this application is not as interactive as it could be, it does illustrate how yet one more industry is making use of 2D barcode technology.

To maximize the usefulness of 2D barcodes, the university might consider developing a mobile page for each book or document in the catalog, which not only provides general catalog information, as it does now, but to add descriptive text about the book or document. Additionally, the library should add some instructional or explanatory copy next to the QR code to inform students and researchers what the code is, how it can be scanned and what it links to.

Quevedo, a Portuguese winery known for its Port, is one of a handful of wineries around the world to make use of 2D barcode technology. In January 2009, the company saw 2D barcodes as a means to differentiate itself among other wineries and, more specifically, to help their labels stand out on retail store shelves.

When the QR code is scanned, consumers are directed to a website called Adegga, which is a social wine discovery service. Among their service offerings, Adegga helps wine lovers and aficionados organize their home wine cellars, make wish lists and keep track of wines that are tasted. For other wineries that have started to use 2D barcodes, the codes provide information such as the type of grapes used in the wine, how best to store the bottle, what foods to serve the wine with and what flavors to notice when tasting.

As you look at the QR code on the back label, you'll notice that there is no explanation or set of instructions to go along with the code. Is this a mistake? Probably not given the fact that the wines are bottled in Portugal and most consumers in that country, as well as throughout Europe, are already very familiar 2D barcodes and how to scan/read them.

From a 2d barcode and global marketing best practice perspective, and to generate the greatest results from using these codes, companies that conduct business internationally like Quevedo should consider the fact that when marketing product here in the U.S., consumers, as well as retailers, are still very much unaware of 2D barcode technology, so it would be helpful to include some sort of instructions or brief explanation next to the code. Companies should not assume that all consumers, regardless of location, know what to do when presented with a 2D barcode.