During the past several weeks, a number of people have asked for my opinion and/or prediction on the future of 2D barcodes in 2011, so, I thought, why not share them and post them here for all to see.
Read through most any major publication today, whether it be a magazine or newspaper, and chances are there will be one, two, maybe three advertisements, which feature a 2D barcode. Compare this fraction of a number to all of the other advertisements that appear in publications and it’s easy to see the growth potential for 2D barcodes. And, mind you, I didn’t mention anything about out of home, in-store, packaging, direct mail, email, general collateral, trade show, event, television or Internet--all other mediums/channels that can accommodate and showcase 2D barcodes.
To know the potential of 2D is one thing, but to say that 2D will finally become main stream in the coming year, as some predict, is quite another. Please don’t misunderstand my comments. I am very optimistic about the future of 2D, it’s just that some issues need to be sorted out first if the technology is really going to take off and grow, and the issues that I consider to be key are probably not on everyone’s radar.
While many cite the lack of pre-loaded reader apps, the fragmentation of code reader apps and the lack of a clear code champion (i.e., a single code type) as the factors which will prevent the industry and technology from growing that much more and that much quicker, I believe it is something quite different. In my mind, what hinders the industry and technology is campaign creative execution and offering. Here's why.
If a consumer scans 10 2D barcode advertisements and seven, eight or nine of the advertisements either don’t work properly (i.e., the scan resolve fails in some shape or form), or the brand experience is not enhanced in any meaningful way, or the advertisement or offer does not provide any real or perceived value to the consumer then chances are the consumer will not engage or interact with a 2D barcode advertisement in the future. Why would they? Why would you? At a certain point it becomes a matter of diminishing return. So, even if there becomes a clear code champion, pre-loaded code reader apps, a smartphone in every hand, etc., it all comes back how well a campaign/strategy is formulated and executed. Build decent campaigns and consumers will engage, otherwise they won't.
Maybe my thought on this is a bit simplistic, but based on all of the campaigns that I have analyzed and reviewed over the past several months, and there have been hundreds in total, this is the conclusion that I come to and the determinants that I believe will spell the future of 2D barcodes. Of course, I do not say all of this in a vacuum. The other factors mentioned above certainly play a role and, to a certain extent, it becomes a bit chicken and the egg, but to know that there have been some very successful campaigns created, the reason they have been successful is execution and offering.
In summary, for the 2D barcode industry to continue to grow and develop into the coming year it needs more of this and less of this. Brands and their agencies must realize that they are the ones that control 2D's fate, much more so than the code generators and service providers or telecom carriers.
As with any of my campaign reviews and other articles, I welcome any and all comments, suggestions or opinions. Thank you for supporting the work I do, I hope it is of value, and may I wish you a Happy New Year.
12.30.2010
12.29.2010
Antiques.com uses QR Code
To see the diversity of industries or market segments that are making use of 2D technology, look no further than this print advertisement from Antiques.com. While many of us may view the antiques business as staid and not very tech oriented, here Antiques.com makes use of technology and promotes the fact front and center. By scanning the QR Code in the advertisement, a reader can download the company's Android mobile app, which enables antique collectors and enthusiasts to search for and find antiques on-line.
A few things worth mentioning here. First, Antiques.com does a great job informing readers about the app and how it can be downloaded either from the Android Market or by scanning the QR Code. Second, the company does a fine job communicating when the iPhone version of the app will be available. Third, not only does Antiques.com position this advertisement to the end collector or enthusiast, but it is also positioned to speak to vendors, those who have antiques to sell. Fourth, when you go to the company's website, there is a page that has information about the app, as well. From this page, the reader can also scan a QR Code to download the app. Great to see the company integrate the message and the offer.
The only bit of information that is missing from the advertisement is information about where to locate and download a QR Code reader app. Why companies leave this critical and helpful piece of information out of their advertisements I simply don't know. May be they don't include this information, because they either 1) don't realize that smartphones don't all come with a code reader pre-loaded, or 2) they do not know which code reader app to mention or feature in the advertisement. For 2D campaigns to work and be successful, this a very necessary element to the campaign. Advertisers must/should include information about a code reader app in the code description/instructions. Advertisers cannot and should not make the assumption that all smartphone owners know where to go or what to download, as it relates to a code reader app.
2D Barcode Litmus Test: PASS
(Thank you, Robyn)
The only bit of information that is missing from the advertisement is information about where to locate and download a QR Code reader app. Why companies leave this critical and helpful piece of information out of their advertisements I simply don't know. May be they don't include this information, because they either 1) don't realize that smartphones don't all come with a code reader pre-loaded, or 2) they do not know which code reader app to mention or feature in the advertisement. For 2D campaigns to work and be successful, this a very necessary element to the campaign. Advertisers must/should include information about a code reader app in the code description/instructions. Advertisers cannot and should not make the assumption that all smartphone owners know where to go or what to download, as it relates to a code reader app.
2D Barcode Litmus Test: PASS
(Thank you, Robyn)
12.28.2010
Best 2D Barcode Campaign 2010
At this time of year, individuals and organizations often select and publish their "Best of This" or "Best of That" item or list, so I thought, why not select my own "Best," as it relates to the 2D barcode campaigns that I reviewed over the past year?
In a perfect world, I would use qualitative/quantitative and objective/subjective data to analyze and select the best campaign. But, because the vast majority of companies that have implemented 2D campaigns refuse to discuss or divulge results (i.e., scan rates, website activity, objectives achieved, product sales, etc.), in public or private, I am forced to base my analysis and selection on a purely qualitative and subjective basis. To help in my analysis, and to serve as a grounds by which I could fairly judge one campaign to the next, I developed this list of criteria:
With the above criteria in hand, I reviewed all of the campaigns that were posted to the blog before December 20, and determined that the campaign needed to adequately address each of the six criteria in order to be considered a finalist. Once the initial review was complete, I was left with about half a dozen finalists. From this short list, I compared the campaigns to the criteria once again, a bit more rigorously, and was able to select a winner.
So, without further ado, it gives me great pleasure to announce that FirstBank's Denver International Airport campaign has been named the Best 2D Barcode Campaign 2010.
From the moment I first read about this campaign and spoke with the bank's agency, TDA Advertising & Design, I knew this was a model 2D campaign. For the reasons/comments mentioned in my original article, this campaign addressed each of the six criteria in a manner that exceeded the other finalists.
If you are not familiar with the FirstBank campaign, here is a brief summary. Earlier in the year, FirstBank developed a "We’re here to help you save" campaign, and the idea behind the campaign was that the bank would find ways to help individuals save--whether they were bank clients or not--with things not necessarily related to banking and or investments. One very creative way the bank thought to help travelers "save" in the Denver International Airport was to set up 2D barcode billboards throughout the terminals. Displayed on the billboards were QR Codes which, when scanned, would enable travelers to download, for free (read save), a popular work of literature, crossword puzzles and/or Sudoku puzzles. From week to week, the download offerings were changed to keep the campaign fresh, and I was told the campaign would probably be expanded, due to its success, well into January. More than anything else, this campaign spoke value, customer/user experience and uniqueness to me like no other. And, to give an idea of the competition that this campaign was up against, know that I was also considering campaigns by Canon, Warner Bros., Columbia and Kellogg's Special K.
As we enter 2011, I believe 2D will continue to evolve as a technology, as well as a promotional and advertising mechanism/tactic. But, first and foremost, companies need to ensure that they continue to educate consumers about the technology to ease and speed consumer adoption and comfort level. Additionally, not only do I expect to see more and more companies embrace and include 2D in their 2011 marketing efforts, but I also expect, and hope, to see more and more 2D campaigns that are of the same caliber, or better, than the FirstBank campaign.
Again, congratulations to FirstBank and TDA Advertising and Design.
In a perfect world, I would use qualitative/quantitative and objective/subjective data to analyze and select the best campaign. But, because the vast majority of companies that have implemented 2D campaigns refuse to discuss or divulge results (i.e., scan rates, website activity, objectives achieved, product sales, etc.), in public or private, I am forced to base my analysis and selection on a purely qualitative and subjective basis. To help in my analysis, and to serve as a grounds by which I could fairly judge one campaign to the next, I developed this list of criteria:
- Overall marketing strategy behind campaign
- Value-added, value-driven properties
- Customer-driven, enhanced customer experience
- Optimized for mobile
- Integrated across marketing channels/mediums
- Unique, clever, new and different, meaningful, relevant
With the above criteria in hand, I reviewed all of the campaigns that were posted to the blog before December 20, and determined that the campaign needed to adequately address each of the six criteria in order to be considered a finalist. Once the initial review was complete, I was left with about half a dozen finalists. From this short list, I compared the campaigns to the criteria once again, a bit more rigorously, and was able to select a winner.
So, without further ado, it gives me great pleasure to announce that FirstBank's Denver International Airport campaign has been named the Best 2D Barcode Campaign 2010.
From the moment I first read about this campaign and spoke with the bank's agency, TDA Advertising & Design, I knew this was a model 2D campaign. For the reasons/comments mentioned in my original article, this campaign addressed each of the six criteria in a manner that exceeded the other finalists.
As we enter 2011, I believe 2D will continue to evolve as a technology, as well as a promotional and advertising mechanism/tactic. But, first and foremost, companies need to ensure that they continue to educate consumers about the technology to ease and speed consumer adoption and comfort level. Additionally, not only do I expect to see more and more companies embrace and include 2D in their 2011 marketing efforts, but I also expect, and hope, to see more and more 2D campaigns that are of the same caliber, or better, than the FirstBank campaign.
Again, congratulations to FirstBank and TDA Advertising and Design.
12.27.2010
NPR Story on 2D Barcodes
Last Friday, I was quoted in a story that WNYC, National Public Radio's New York affiliate station, aired about how retailers were using 2D barcodes this holiday shopping season. Although the story did not go into any great detail about 2D barcode technology, there is a quote in the story that I believe is worth mentioning.
A women interviewed for the story said, "Googling is a much better way to find information than going up to an ad from a company and scanning some information that they want to give you.” While I do not know what this particular woman's familiarity with and possible use of 2D barcodes has been, it does, however, make me wonder (and worry) about what other peoples' impressions are of 2D barcodes and how companies make use of and offer the technology to consumers.
At face value, if this is the impression that a consumer may have of the technology then, as an advertiser, I would work that much harder to 1) educate consumers about 2D technology, and 2) make sure my next 2D campaign delivered content, and more importantly an experience, that was truly meaningful, relevant and of value (i.e., nothing that a simple Google search could ever deliver).
As I have said in previous articles, if an advertiser chooses to use 2D barcodes then they must/should assume the responsibility of helping to educate and inform the public about the technology. Failure to do so will not stop the public from learning about and scanning the codes, that will happen regardless, but it will slow the adoption rate that much more. All it takes is a couple of lines of copy in an advertisement to help consumers learn and find their way, in addition to well thought out and executed campaigns. With both of these items covered, consumers will want to scan and discover what lies on the other side of the barcode time and time again. As an advertiser, keep thinking what's in it for them, the consumer.
At face value, if this is the impression that a consumer may have of the technology then, as an advertiser, I would work that much harder to 1) educate consumers about 2D technology, and 2) make sure my next 2D campaign delivered content, and more importantly an experience, that was truly meaningful, relevant and of value (i.e., nothing that a simple Google search could ever deliver).
As I have said in previous articles, if an advertiser chooses to use 2D barcodes then they must/should assume the responsibility of helping to educate and inform the public about the technology. Failure to do so will not stop the public from learning about and scanning the codes, that will happen regardless, but it will slow the adoption rate that much more. All it takes is a couple of lines of copy in an advertisement to help consumers learn and find their way, in addition to well thought out and executed campaigns. With both of these items covered, consumers will want to scan and discover what lies on the other side of the barcode time and time again. As an advertiser, keep thinking what's in it for them, the consumer.
12.23.2010
Lion Nathan Wine Group uses QR Codes
Lion Nathan Wine Group, owner and importer of fine wines from around the world, recently launched a new QR Code-based proprietary marketing program called Cellar Key.
The Cellar Key program includes five wine brands (Argyle, St. Hallett, Wither Hills, Argento, Petaluma) and more than 20 wines, and consists of various pieces of marketing collateral, all geared towards promoting the wines, and all geared towards the use of QR Codes.
On the Cellar Key website, a wine retailer can go to the Trade and Media page to download and print files of the QR Code image, the bottle image, the label image, the brand logo, a bumper card and a shelf talker card. All very simple and easy to do.
When one of the wine QR Codes is scanned, regardless of which piece of collateral the code is displayed on, the consumer is brought to a very nicely designed mobile website. Once on the site, the consumer can access the following information: wine color, wine aromas, wine flavors and wine production statistics (e.g., varietals, vineyard name, alcohol content, brix, cases produced, etc.). Additionally, there are buttons to touch for pairing the wine with food, exploring other wines in the brand and sharing the wine with others. Other interesting features of the mobile site are harvest notes and wine reviews. And, lastly, there is a video about the wine.
The one downfall I see about this program is, what about the non-smartphone user? Where are they left in the mix? It does not appear as though they have a way of accessing all of the great information being offered once they find one of the wines in the local wine shop.
Overall, Lion Nathan Wine Group has done an excellent job thinking this marketing program through from start to finish. Not only from the wine retailer's perspective, but from the consumer's perspective, as well. A lot of valuable information offered here and that's what consumers want and enjoy sharing.
Lastly, as mentioned in the press release about the program, it appears as though Lion Nathan partnered with ScanLife to, I assume, generate the codes and provide analytics.
2D Barcode Litmus Test: PASS
The Cellar Key program includes five wine brands (Argyle, St. Hallett, Wither Hills, Argento, Petaluma) and more than 20 wines, and consists of various pieces of marketing collateral, all geared towards promoting the wines, and all geared towards the use of QR Codes.
On the Cellar Key website, a wine retailer can go to the Trade and Media page to download and print files of the QR Code image, the bottle image, the label image, the brand logo, a bumper card and a shelf talker card. All very simple and easy to do.
When one of the wine QR Codes is scanned, regardless of which piece of collateral the code is displayed on, the consumer is brought to a very nicely designed mobile website. Once on the site, the consumer can access the following information: wine color, wine aromas, wine flavors and wine production statistics (e.g., varietals, vineyard name, alcohol content, brix, cases produced, etc.). Additionally, there are buttons to touch for pairing the wine with food, exploring other wines in the brand and sharing the wine with others. Other interesting features of the mobile site are harvest notes and wine reviews. And, lastly, there is a video about the wine.
The one downfall I see about this program is, what about the non-smartphone user? Where are they left in the mix? It does not appear as though they have a way of accessing all of the great information being offered once they find one of the wines in the local wine shop.
Overall, Lion Nathan Wine Group has done an excellent job thinking this marketing program through from start to finish. Not only from the wine retailer's perspective, but from the consumer's perspective, as well. A lot of valuable information offered here and that's what consumers want and enjoy sharing.
Lastly, as mentioned in the press release about the program, it appears as though Lion Nathan partnered with ScanLife to, I assume, generate the codes and provide analytics.
2D Barcode Litmus Test: PASS
JAGTAG Holiday Card
Yesterday, I received a Happy Holidays e-Card from JAGTAG, which I greatly appreciate and thought to share.
Is it just me, or does the JAGTAG code used in this message not work. This morning, I took a picture of the code/image and emailed it to holidays@jagtag.com, as instructed in the e-Card, but the message I received back via email read, "E1|error|." Never saw that before, and to make sure I did the right thing, I went through the process twice. Same results.
Does anyone from JAGTAG wish to respond?
Regardless, thank you JAGTAG for your kind thoughts and wishes. To you, the same.
2D Barcode Litmus Test: FAIL
Is it just me, or does the JAGTAG code used in this message not work. This morning, I took a picture of the code/image and emailed it to holidays@jagtag.com, as instructed in the e-Card, but the message I received back via email read, "E1|error|." Never saw that before, and to make sure I did the right thing, I went through the process twice. Same results.
Does anyone from JAGTAG wish to respond?
Regardless, thank you JAGTAG for your kind thoughts and wishes. To you, the same.
2D Barcode Litmus Test: FAIL
12.21.2010
Frederique Constant uses QR Code
Frederique Constant, the world class watch maker, has launched a new campaign in Gotham magazine which features a branded QR Code. When the code is scanned, the reader is brought to a mobile website. Once on the mobile website, the reader can watch a video, request an e-catalog or link to the company's main website.
Before commenting further on the scan resolve, please know that Frederique Constant donates a percentage of its watch sales to a variety of charities, which is briefly explained on the mobile website underneath the video.
The video clocks in at 2:33 minutes long, but with buffering it took a bit longer to watch. The video shows imagery of a reception/dinner party, which was held to honor some of the charities that were recipients of funds donated by the company. As commendable as it is that Frederique Constant is acting in a very socially responsible manner (i.e., donating to charities), it's a shame the video does more to show the wining and dinning at the dinner party than using the full 2:33 minutes to explain why and how the company gets involved with charitable giving. Note to companies, please leave the self promotion at the door. Instead, think value/benefit to viewer.
As mentioned in other posts, the video in this scan resolve ends up with a blank screen. Nothing to help the viewer either purchase a watch or possibly make a flat out donation to one of the charities that the company supports. There is also no ability for a viewer to "like" or "share" the video.
In regard to the e-catalog, I entered the requested information and was automatically linked to the company's main website when I hit submit. Who said I wanted to go there? Seconds after requesting the e-catalog, I received an email stating that my request was received and an e-catalog will be sent shortly. Why shortly? Why not attach it to the email notification? What I also dislike about the e-catalog portion of the mobile site is that it is referred to in two ways, e-catalog and brochure. Which is it? Consistency helps.
Looking at the print advertisement, which is two-pages, the QR Code is located in the lower left hand corner of the right hand page, which places it near the spine of the magazine. Not the best location to select, but it seems far enough away from the spine to view and scan. As mentioned, the QR Code is a branded code with the company's logo and it works well. The description and instructions next to the code are rather sparse. All it says is "Scan barcode with your phone to enter the World of Frederique Constant!" No mention of the type of barcode and no mention of where to get a reader app. What about non-smartphone users, are they not viable prospects? Also, with the given content of the mobile site, the reader hardly enters the "World of Frederique Constant."
While this is one of the few true luxury brands that I have seen make use of 2D, it's too bad the company has not fully thought about value or enhanced experience for the consumer in this campaign. It all seems very self serving.
2D Barcode Litmus Test: FAIL
Before commenting further on the scan resolve, please know that Frederique Constant donates a percentage of its watch sales to a variety of charities, which is briefly explained on the mobile website underneath the video.
The video clocks in at 2:33 minutes long, but with buffering it took a bit longer to watch. The video shows imagery of a reception/dinner party, which was held to honor some of the charities that were recipients of funds donated by the company. As commendable as it is that Frederique Constant is acting in a very socially responsible manner (i.e., donating to charities), it's a shame the video does more to show the wining and dinning at the dinner party than using the full 2:33 minutes to explain why and how the company gets involved with charitable giving. Note to companies, please leave the self promotion at the door. Instead, think value/benefit to viewer.
As mentioned in other posts, the video in this scan resolve ends up with a blank screen. Nothing to help the viewer either purchase a watch or possibly make a flat out donation to one of the charities that the company supports. There is also no ability for a viewer to "like" or "share" the video.
In regard to the e-catalog, I entered the requested information and was automatically linked to the company's main website when I hit submit. Who said I wanted to go there? Seconds after requesting the e-catalog, I received an email stating that my request was received and an e-catalog will be sent shortly. Why shortly? Why not attach it to the email notification? What I also dislike about the e-catalog portion of the mobile site is that it is referred to in two ways, e-catalog and brochure. Which is it? Consistency helps.
Looking at the print advertisement, which is two-pages, the QR Code is located in the lower left hand corner of the right hand page, which places it near the spine of the magazine. Not the best location to select, but it seems far enough away from the spine to view and scan. As mentioned, the QR Code is a branded code with the company's logo and it works well. The description and instructions next to the code are rather sparse. All it says is "Scan barcode with your phone to enter the World of Frederique Constant!" No mention of the type of barcode and no mention of where to get a reader app. What about non-smartphone users, are they not viable prospects? Also, with the given content of the mobile site, the reader hardly enters the "World of Frederique Constant."
While this is one of the few true luxury brands that I have seen make use of 2D, it's too bad the company has not fully thought about value or enhanced experience for the consumer in this campaign. It all seems very self serving.
2D Barcode Litmus Test: FAIL
On-line Purchases Made Easy with Mobio App
Mobio, a Vancouver-based technology company, offers a mobile application to merchants and consumers, which facilitates the secure on-line purchase of merchandise via a QR Code. Here's how it works.
From the merchant's perspective:
When a merchant pays the fee to become a Mobio affiliate, Mobio generates and provides the merchant with QR Codes, in addition to scan analytics and reporting services. The idea behind the affiliation is that it provides merchants, who might have limited funds and not a great deal of experience with 2D technology, with the ability to make use of 2D in their advertising and promotions.
From the consumer's perspective:
When a consumer downloads and installs the Mobio app, which is free, they are asked to enter personal questions, as well as credit card information, but they will only be asked for this information once. This is the main difference between Mobio and other mobile payment facilitators. With the consumer's data permanently and securely stored with Mobio, the consumer can shop from one Mobio affiliated merchant to another and never have to bother entering their personal or credit card information again. All they have to do is indicate which form of payment they wish to use (i.e., which credit card if more than one has been originally given as a payment option).
In an ideal setting, this is how a Mobio-based promotion and transaction would take place. A Mobio affiliated merchant uses a QR Code in a product/service advertisement and will generate the code, so that it resolves to the respective product page on their website. When the consumer sees the advertisement and wishes to purchase the product, all they have to do is scan the code, land on the product page, click what's required (i.e., size, color, quantity, etc.), click to purchase and then checkout. Upon checkout, all of the consumer's personal and payment information is pre-loaded, so there is essentially nothing to fill out. The transaction is complete; no more fumbling for a credit card, no more excessive typing.
Another service found on the Mobio platform is the ability for merchants to survey consumers as they move through the transaction process. The ability to ask these questions is not meant to interrupt the purchase process, but to help the merchant learn about the consumer in such a way that the information becomes useful in serving the future needs or wants of the consumer.
The Mobio app is currently available for iPhones and Android phones, and will be available soon for Blackberry. The number and geographic location of Mobio merchants is growing from month to month but, I believe, is primarily focused in the Pacific northwest and Canada.
At a time when marketers need to think about the overall customer experience and how seamless they can make it, the Mobio application, paired with QR Codes and a well thought out advertising campaign, can be a powerful tactic to deploy.
When a merchant pays the fee to become a Mobio affiliate, Mobio generates and provides the merchant with QR Codes, in addition to scan analytics and reporting services. The idea behind the affiliation is that it provides merchants, who might have limited funds and not a great deal of experience with 2D technology, with the ability to make use of 2D in their advertising and promotions.
From the consumer's perspective:
When a consumer downloads and installs the Mobio app, which is free, they are asked to enter personal questions, as well as credit card information, but they will only be asked for this information once. This is the main difference between Mobio and other mobile payment facilitators. With the consumer's data permanently and securely stored with Mobio, the consumer can shop from one Mobio affiliated merchant to another and never have to bother entering their personal or credit card information again. All they have to do is indicate which form of payment they wish to use (i.e., which credit card if more than one has been originally given as a payment option).
In an ideal setting, this is how a Mobio-based promotion and transaction would take place. A Mobio affiliated merchant uses a QR Code in a product/service advertisement and will generate the code, so that it resolves to the respective product page on their website. When the consumer sees the advertisement and wishes to purchase the product, all they have to do is scan the code, land on the product page, click what's required (i.e., size, color, quantity, etc.), click to purchase and then checkout. Upon checkout, all of the consumer's personal and payment information is pre-loaded, so there is essentially nothing to fill out. The transaction is complete; no more fumbling for a credit card, no more excessive typing.
Another service found on the Mobio platform is the ability for merchants to survey consumers as they move through the transaction process. The ability to ask these questions is not meant to interrupt the purchase process, but to help the merchant learn about the consumer in such a way that the information becomes useful in serving the future needs or wants of the consumer.
The Mobio app is currently available for iPhones and Android phones, and will be available soon for Blackberry. The number and geographic location of Mobio merchants is growing from month to month but, I believe, is primarily focused in the Pacific northwest and Canada.
At a time when marketers need to think about the overall customer experience and how seamless they can make it, the Mobio application, paired with QR Codes and a well thought out advertising campaign, can be a powerful tactic to deploy.
12.19.2010
City Harvest uses QR Code
City Harvest, the world's first food rescue organization, recently launched a new advertising campaign, which features a ScanLife generated QR Code. Although a number of non-profits are now using 2D barcodes for fund raising purposes, this is the first non-profit campaign to be reviewed on this blog.
When the QR Code is scanned, the resolve is to a very simplistic mobile website, which offers the reader four menu options to choose from: 1) watch a video, 2) donate on-line, 3) donate by telephone and 4) learn more about City Harvest. Judging from the ScanLife logo at the top of the mobile website, it seems as though they built and possibly host the site for City Harvest.
Let's walk through and review each menu option.
Option 1: The video is about six minutes in length and, each time I tried to watch it, I received a message which said the video could not be viewed. Six minutes is a long time in the mobile space but, even if it wasn't, it does not seem as though this video was optimized for mobile viewing. After watching the video on a laptop, there is a call to action at the end, but it does not bring the viewer to a donate on-line or donate by telephone page. Why not? Why not keep the prospective donor moving down the path?
Option 2: The donate on-line option is very straightforward. The reader is brought to a secure landing page where he/she can enter personal and credit card information to make a donation.
Option 3: The donate by telephone option is also very straightforward. The reader is brought to a page that lists a telephone number and under the number is a "Call Now" button that can be pressed and the number is automatically dialed.
Option 4: When selected, the learn more about City Harvest option brings the reader to a landing page, which provides additional information about the City Harvest organization. From this page, the reader can volunteer or make a donation. This landing page is not part of the mobile website, but the regular one. Viewing the page is not difficult, but if City Harvest already went to the trouble of developing a mobile site, why not make one more mobile page to hold this content?
I believe there could have been a fifth option on the mobile site, a volunteer option. Here the reader would be able to learn about and sign up to become a volunteer. Overall, however, the mobile site works well and makes it easy for individuals to learn more about the organization's history and mission, as well as to make a donation.
The campaign is currently running in magazines, phone kiosks and transit shelters, and on Facebook, which is good to see, as so few companies actually integrate 2D across channels/mediums. With respect to the magazine advertisement that I saw a copy of, the description and instructions next to the QR Code were a little vague ("Snap the code with your camera phone, or go to www.getscanlife.com"). If I am the reader of the advertisement, why would I have to go to "getscanlife.com"...who or what is that? And, what if I tried to snap the code with my feature phone camera?
Overall, the campaign is well thought out and certainly tries to enhance the reader's experience by making it easy to donate and or learn more about the organization.
2D Barcode Litmus Test: PASS
When the QR Code is scanned, the resolve is to a very simplistic mobile website, which offers the reader four menu options to choose from: 1) watch a video, 2) donate on-line, 3) donate by telephone and 4) learn more about City Harvest. Judging from the ScanLife logo at the top of the mobile website, it seems as though they built and possibly host the site for City Harvest.
Let's walk through and review each menu option.
Option 1: The video is about six minutes in length and, each time I tried to watch it, I received a message which said the video could not be viewed. Six minutes is a long time in the mobile space but, even if it wasn't, it does not seem as though this video was optimized for mobile viewing. After watching the video on a laptop, there is a call to action at the end, but it does not bring the viewer to a donate on-line or donate by telephone page. Why not? Why not keep the prospective donor moving down the path?
Option 2: The donate on-line option is very straightforward. The reader is brought to a secure landing page where he/she can enter personal and credit card information to make a donation.
Option 3: The donate by telephone option is also very straightforward. The reader is brought to a page that lists a telephone number and under the number is a "Call Now" button that can be pressed and the number is automatically dialed.
Option 4: When selected, the learn more about City Harvest option brings the reader to a landing page, which provides additional information about the City Harvest organization. From this page, the reader can volunteer or make a donation. This landing page is not part of the mobile website, but the regular one. Viewing the page is not difficult, but if City Harvest already went to the trouble of developing a mobile site, why not make one more mobile page to hold this content?
I believe there could have been a fifth option on the mobile site, a volunteer option. Here the reader would be able to learn about and sign up to become a volunteer. Overall, however, the mobile site works well and makes it easy for individuals to learn more about the organization's history and mission, as well as to make a donation.
The campaign is currently running in magazines, phone kiosks and transit shelters, and on Facebook, which is good to see, as so few companies actually integrate 2D across channels/mediums. With respect to the magazine advertisement that I saw a copy of, the description and instructions next to the QR Code were a little vague ("Snap the code with your camera phone, or go to www.getscanlife.com"). If I am the reader of the advertisement, why would I have to go to "getscanlife.com"...who or what is that? And, what if I tried to snap the code with my feature phone camera?
Overall, the campaign is well thought out and certainly tries to enhance the reader's experience by making it easy to donate and or learn more about the organization.
2D Barcode Litmus Test: PASS
12.16.2010
Burson-Martseller Reports on 2D Barcode Use by Fortune 50
Burson-Marsteller, a global public relations and communications firm, and sister agency, Proof Integrated Communications, just released the findings of a research study titled "Fortune 50 Use of Mobile: If You've Got It, Flaunt It."
Essentially, the study reveals that the majority of Fortune 50 companies have mobile websites and or apps, but few are actively promoting their involvement or accessibility in the mobile space to their customers or the marketplace in general. Hence the thought to "Flaunt It."
What's interesting to note is that the researchers thought enough to include 2D barcodes as part of the study, but the results in this area were somewhat dismal. Only 22%, or 11 companies, of the F50 use 2D barcodes.
My question to the researchers in relation to this 22% number is, on what frequency and in what format do you define usage? More often than not, a company, F50 or otherwise, will use 2D technology once and never be heard from again. But, then, there companies like Best Buy and Ford, who have integrated 2D into their overall marketing activity and use it over and over. With respect to format, was Burson-Martseller/Proof Integrated including companies that only use 2D for advertising and promotional purposes, or were they also including the use of 2D for non-advertising or promotional purposes.
Another interesting factor about the study is that the researchers make frequent use of the term "QR Code" and not 2D barcode, the more all encompassing term for what QR Codes, and others, actually are. Is this because the majority of those 11 companies do, in fact, use QR Codes, or is it just a slip-up? Could/should anything be inferred from this?
From the press release which announced the findings, I found this comment somewhat odd, "Twenty-two percent of the Fortune 50 are placing QR codes in magazines, on billboards, or at any convenient location to deliver relevant content (my italics) to smartphone users." Are these companies, or others for that matter, really offering relevant content time and time again? How about valuable content? Or beneficial content? Or content that truly enhances the customer experience? In the long run, to research that kind of information, I believe, would be of greater benefit.
All things considered, thank you Burson-Martseller/Proof Integrated for including 2D technology in your line of questioning. It is good to know that, overall, 2D technology is gaining recognition and acceptance in the marketplace. Perhaps by this time next year the number within the F50 will have doubled or tripled.
Essentially, the study reveals that the majority of Fortune 50 companies have mobile websites and or apps, but few are actively promoting their involvement or accessibility in the mobile space to their customers or the marketplace in general. Hence the thought to "Flaunt It."
What's interesting to note is that the researchers thought enough to include 2D barcodes as part of the study, but the results in this area were somewhat dismal. Only 22%, or 11 companies, of the F50 use 2D barcodes.
My question to the researchers in relation to this 22% number is, on what frequency and in what format do you define usage? More often than not, a company, F50 or otherwise, will use 2D technology once and never be heard from again. But, then, there companies like Best Buy and Ford, who have integrated 2D into their overall marketing activity and use it over and over. With respect to format, was Burson-Martseller/Proof Integrated including companies that only use 2D for advertising and promotional purposes, or were they also including the use of 2D for non-advertising or promotional purposes.
Another interesting factor about the study is that the researchers make frequent use of the term "QR Code" and not 2D barcode, the more all encompassing term for what QR Codes, and others, actually are. Is this because the majority of those 11 companies do, in fact, use QR Codes, or is it just a slip-up? Could/should anything be inferred from this?
From the press release which announced the findings, I found this comment somewhat odd, "Twenty-two percent of the Fortune 50 are placing QR codes in magazines, on billboards, or at any convenient location to deliver relevant content (my italics) to smartphone users." Are these companies, or others for that matter, really offering relevant content time and time again? How about valuable content? Or beneficial content? Or content that truly enhances the customer experience? In the long run, to research that kind of information, I believe, would be of greater benefit.
All things considered, thank you Burson-Martseller/Proof Integrated for including 2D technology in your line of questioning. It is good to know that, overall, 2D technology is gaining recognition and acceptance in the marketplace. Perhaps by this time next year the number within the F50 will have doubled or tripled.
Inception Blu-Ray+DVD Promoted using SnapTag
Earlier in the month, the movie "Inception" came out on Blu-Ray + DVD and, to promote the event, Warner Bros. ran a multi-channel advertising campaign, which featured a lesser known mobile response code/tag called SnapTag.*
For a SnapTag to work, the reader of the advertisement is instructed to take a picture of the SnapTag symbol with their mobile phone (can be read by smartphones or feature phones), and either email or text the image to the respective email address or text code, which is provided in the symbol itself (see copy in the border in the image below). A few seconds after the image is sent, an email comes back to the reader providing additional information and or content. If this mobile response code/tag methodology sounds familiar it's because JAGTAG works much the same way.
From a strategic marketing perspective, the "Inception" campaign was very well thought out and executed. In the movie, there is reference to five different dream levels, one going deeper than the next, and the advertising campaign played off this from one week to the next. Each week throughout the campaign, a different dream level was reached and, with it, new content was offered. Content such as a special ring tone, a video interview with the director, exclusive sneak peeks, etc. Overall, the idea is that with each new offering of special and valuable content, from one week to the next, the consumer or fan of the movie will move that much further down the purchase decision path and hopefully buy the Blu-Ray+DVD.
What I also like about this campaign is how Warner Bros. made use of multiple advertising channels, which included magazine, billboard and television. Just as with traditional campaigns (i.e., non-mobile response code/tag campaigns), mobile response code/tag-based campaigns should be integrated across channels/mediums, as much as possible and where it makes the most sense. There is no reason to limit exposure and limit the mobile response code/tag experience. One tactic I will question, however, is the use of television. To me, this just does not make much sense unless you give enough forewarning to the viewing audience that a mobile response code/tag will appear on screen, and how and when this gets done could be questionable and or problematic.
Lastly, I will say that the advertising creative was well done, as the SnapTags were positioned and sized well. And, by nature of how SnapTags work off of image recognition, it made sense to use a prop from the movie as the image in the code. Of course, for those who did not see the movie, the spinning top would mean very little, but for the movie's true fans, the campaign's real target audience, they will get it.
2D Barcode Litmus Test: PASS
*The term "mobile response code/tag" is meant to be all inclusive, which includes: all binary based codes (e.g., QR Code, etc.), as well as all image recognition codes (i.e., JAGTAG, SnapTag, etc.).
For a SnapTag to work, the reader of the advertisement is instructed to take a picture of the SnapTag symbol with their mobile phone (can be read by smartphones or feature phones), and either email or text the image to the respective email address or text code, which is provided in the symbol itself (see copy in the border in the image below). A few seconds after the image is sent, an email comes back to the reader providing additional information and or content. If this mobile response code/tag methodology sounds familiar it's because JAGTAG works much the same way.
From a strategic marketing perspective, the "Inception" campaign was very well thought out and executed. In the movie, there is reference to five different dream levels, one going deeper than the next, and the advertising campaign played off this from one week to the next. Each week throughout the campaign, a different dream level was reached and, with it, new content was offered. Content such as a special ring tone, a video interview with the director, exclusive sneak peeks, etc. Overall, the idea is that with each new offering of special and valuable content, from one week to the next, the consumer or fan of the movie will move that much further down the purchase decision path and hopefully buy the Blu-Ray+DVD.
What I also like about this campaign is how Warner Bros. made use of multiple advertising channels, which included magazine, billboard and television. Just as with traditional campaigns (i.e., non-mobile response code/tag campaigns), mobile response code/tag-based campaigns should be integrated across channels/mediums, as much as possible and where it makes the most sense. There is no reason to limit exposure and limit the mobile response code/tag experience. One tactic I will question, however, is the use of television. To me, this just does not make much sense unless you give enough forewarning to the viewing audience that a mobile response code/tag will appear on screen, and how and when this gets done could be questionable and or problematic.
Lastly, I will say that the advertising creative was well done, as the SnapTags were positioned and sized well. And, by nature of how SnapTags work off of image recognition, it made sense to use a prop from the movie as the image in the code. Of course, for those who did not see the movie, the spinning top would mean very little, but for the movie's true fans, the campaign's real target audience, they will get it.
2D Barcode Litmus Test: PASS
*The term "mobile response code/tag" is meant to be all inclusive, which includes: all binary based codes (e.g., QR Code, etc.), as well as all image recognition codes (i.e., JAGTAG, SnapTag, etc.).
12.15.2010
Who's Who in the World of 2D Barcodes
Over the past year, 2D barcodes have become more and more popular, in the U.S. and abroad, as a means for advertisers to engage, interact and connect with consumers. Recognizing this growing trend, Warbasse Designs, a Santa Monica-based interactive media company known for its work on integrated media campaigns for HBO's True Blood, Iron Man 2 and most recently TRON Legacy, has set out to create and publish the first directory of its kind to focus on the 2D barcode industry.
The directory, officially titled "Who's Who in the World of 2D Barcodes," has been created to serve as a free resource to users and is available in on-line and mobile versions (see image below). The directory lists companies/individuals (domestic and international) and categorizes them as printers, ad agencies, bloggers, interactive agencies, code reader and generators, professional services, hosting and retailers. Each listing features a brief description of the company/individual, category, geographic location, phone number and links to the company/individual's Facebook, LinkedIn, YouTube or Twitter page, as appropriate. In addition, there is a direct link to each company/individual's mobile landing page and this is done via a QR Code. Click on the blue QR Code icon and a live QR Code will appear on screen. From there, a reader can either click or scan the live code and be taken to the company/individual's mobile landing page within the directory.
To keep content integrity high, Warbasse Design charges a nominal fee for being listed in the directory ($49 per year and $35 on renewal), and will update listings every 1-3 business days. Additionally, Warbasse Design offers advertising space in the directory, as well as on a limited-edition, full-color promotional poster that is being developed. The poster, which measures 36" x 48", will be divided up into 124 3" x 4" blocks, where each block is a space for advertising. Prices for any and all types of advertising are listed on the website.
Warbasse Design will promote the directory virally, through press releases, banner ads, member link backs and Ad Words.
As the 2D barcode industry continues to grow and take shape, a one-stop directory of this nature will become a vital resource and guide. Frankly, I wish I had thought of it.
The directory, officially titled "Who's Who in the World of 2D Barcodes," has been created to serve as a free resource to users and is available in on-line and mobile versions (see image below). The directory lists companies/individuals (domestic and international) and categorizes them as printers, ad agencies, bloggers, interactive agencies, code reader and generators, professional services, hosting and retailers. Each listing features a brief description of the company/individual, category, geographic location, phone number and links to the company/individual's Facebook, LinkedIn, YouTube or Twitter page, as appropriate. In addition, there is a direct link to each company/individual's mobile landing page and this is done via a QR Code. Click on the blue QR Code icon and a live QR Code will appear on screen. From there, a reader can either click or scan the live code and be taken to the company/individual's mobile landing page within the directory.
To keep content integrity high, Warbasse Design charges a nominal fee for being listed in the directory ($49 per year and $35 on renewal), and will update listings every 1-3 business days. Additionally, Warbasse Design offers advertising space in the directory, as well as on a limited-edition, full-color promotional poster that is being developed. The poster, which measures 36" x 48", will be divided up into 124 3" x 4" blocks, where each block is a space for advertising. Prices for any and all types of advertising are listed on the website.
Warbasse Design will promote the directory virally, through press releases, banner ads, member link backs and Ad Words.
As the 2D barcode industry continues to grow and take shape, a one-stop directory of this nature will become a vital resource and guide. Frankly, I wish I had thought of it.
12.14.2010
Express uses QR Code
Express, the specialty retailer of women’s and men’s apparel, has recently launched a two-page advertisement in Gotham magazine using a QR Code (the code is located in the lower left hand corner, but was cut off in the picture). Lots to talk about here.
First and foremost, the QR Code displayed in the advertisement is so small that it is nearly impossible to scan. Using two of the better code readers on the market (NeoReader and i-nigma), it took me about a minute using each reader separately to scan the code. With so much advertising real estate available (Gotham is a over-sized magazine), why print the code so small? Was the creative team too concerned that a larger code would distract from the overall design? At a minimum, a QR Code should be 0.75 to 1.0 inches square to ensure successful scans.
After scanning the code, I was brought to a mobile website and, once there, tried to play the video, but the video stopped playing only after a few seconds. Not optimized for mobile viewing is my assumption. Because the company also displayed a URL address next to the code, which I consider a best practice, I was able to view the entire video on my laptop. The video is 30 seconds long, but really offers nothing in the way of value or benefit for the viewer. When the video finishes, I am left staring at a blank screen. Why? Why do companies do this time and time again? If the hope is that a viewer is going to like what they see, why not enable them to 'like' or 'share' the content with people in their social network(s)? Also, why not motivate or provide incentive for the viewer to move further down the purchase path (i.e., visit a retail store or shop on-line)?
The mobile website also offers the ability to download the company's 'Get Your Style At The Speed Of Life!' mobile app. What this app is I have no idea, as no additional information is provided and I did not feel like downloading the app just to find out. There is plenty of room on the site to write some promotional copy, so why not.
What I also don't fully understand about the mobile website is the line "Text* GO to EXPRES (397737) to receive Express mobile updates! Standard messaging & data rates may apply. Texting GO to EXPRES (397737) also opts you in to receive on going EXPTXT mobile alerts (up to 6/month)." I admit, I do not do a lot of texting and maybe I am missing something here, but does Express assume that consumers are just going to remember the texting instructions while they are switching functions on their mobile device (i.e., going from the Internet browser function to the phone or text function), if, in fact, they choose to text at that very moment in time? What if they don't then, how is a consumer to easily retrieve the instructions?
As a parting thought, I wonder how a company like Express would articulate the strategy, objectives and reasons for conducting a 2D barcode campaign in the first place.
Lastly, I don't see this campaign passing the 2D Barcode Litmus test anytime soon. And, speaking of the litmus test, what I plan to do in future 2D campaign reviews is to end the review with a 'pass' or 'fail' as it relates to the test, and then keep a running total of the results for the fun of it (see scoreboard in right hand column).
First and foremost, the QR Code displayed in the advertisement is so small that it is nearly impossible to scan. Using two of the better code readers on the market (NeoReader and i-nigma), it took me about a minute using each reader separately to scan the code. With so much advertising real estate available (Gotham is a over-sized magazine), why print the code so small? Was the creative team too concerned that a larger code would distract from the overall design? At a minimum, a QR Code should be 0.75 to 1.0 inches square to ensure successful scans.
After scanning the code, I was brought to a mobile website and, once there, tried to play the video, but the video stopped playing only after a few seconds. Not optimized for mobile viewing is my assumption. Because the company also displayed a URL address next to the code, which I consider a best practice, I was able to view the entire video on my laptop. The video is 30 seconds long, but really offers nothing in the way of value or benefit for the viewer. When the video finishes, I am left staring at a blank screen. Why? Why do companies do this time and time again? If the hope is that a viewer is going to like what they see, why not enable them to 'like' or 'share' the content with people in their social network(s)? Also, why not motivate or provide incentive for the viewer to move further down the purchase path (i.e., visit a retail store or shop on-line)?
The mobile website also offers the ability to download the company's 'Get Your Style At The Speed Of Life!' mobile app. What this app is I have no idea, as no additional information is provided and I did not feel like downloading the app just to find out. There is plenty of room on the site to write some promotional copy, so why not.
What I also don't fully understand about the mobile website is the line "Text* GO to EXPRES (397737) to receive Express mobile updates! Standard messaging & data rates may apply. Texting GO to EXPRES (397737) also opts you in to receive on going EXPTXT mobile alerts (up to 6/month)." I admit, I do not do a lot of texting and maybe I am missing something here, but does Express assume that consumers are just going to remember the texting instructions while they are switching functions on their mobile device (i.e., going from the Internet browser function to the phone or text function), if, in fact, they choose to text at that very moment in time? What if they don't then, how is a consumer to easily retrieve the instructions?
As a parting thought, I wonder how a company like Express would articulate the strategy, objectives and reasons for conducting a 2D barcode campaign in the first place.
Lastly, I don't see this campaign passing the 2D Barcode Litmus test anytime soon. And, speaking of the litmus test, what I plan to do in future 2D campaign reviews is to end the review with a 'pass' or 'fail' as it relates to the test, and then keep a running total of the results for the fun of it (see scoreboard in right hand column).
2D Barcode Litmus Test: Fail
12.12.2010
Texas Christian University uses QR Code
Last Friday, Texas Christian University placed a full-page advertisement in The New York Times to promote the university, as well as the fact that the school's football team will play in this year's Rose Bowl game. Featured in the advertisement is a QR Code which, when scanned, brings the reader to the university's main website.
While I have questions about the target audience for this advertisement, why it was placed in The New York Times, and the overall creative, it's still encouraging to see a higher education institution making use of 2D technology to engage and interact with its intended target audience. The effectiveness of this engagement and interaction is, however, somewhat questionable.
The QR Code instructions in the advertisement are clear and concise and it's easy to recognize and understand the call to action (scan the QR Code to view the TCU experience) but, after that, the interactive experience becomes less clear and as concise. Once on the website, there is a large purple square image with the copy "TCU Learning to Change the World", and above the image is a sub-title, which reads "Video: At A Glance." Without any real instructions or video control panel visible (i.e., buttons for start/pause/stop, volume, etc.) it is not all that intuitive to know that I had to touch the purple image to start the video. Regardless, once I started the video it did not stream well and I did not even make it to the end. It just stopped about half way through the 1.52 minute run time. Is this the "experience" TCU wanted me to partake in? For their sake I hope not. Also, as I read over the website's home page, there is no information about the upcoming Rose Bowl, yet the advertisement seems to have so much to say about it. Why the disconnect?
As with many campaigns reviewed on this blog, this one continues the trend and fails. The code scan resolves to a non mobile optimized website, the video is not optimized for mobile and the call to action falls way short by offering nothing of value or benefit to the reader/potential student. From the university's perspective, there is no lead generation mechanism built in to this campaign that I can readily find (i.e., to get the names of qualified prospective students to follow-up with and contact), so why bother launching a campaign like this.
As mentioned above, it's great to see another industry sector making use of 2D, but why it can't be a 2D experience that is meaningful, valuable, relevant and works flawlessly is any one's guess.
While I have questions about the target audience for this advertisement, why it was placed in The New York Times, and the overall creative, it's still encouraging to see a higher education institution making use of 2D technology to engage and interact with its intended target audience. The effectiveness of this engagement and interaction is, however, somewhat questionable.
The QR Code instructions in the advertisement are clear and concise and it's easy to recognize and understand the call to action (scan the QR Code to view the TCU experience) but, after that, the interactive experience becomes less clear and as concise. Once on the website, there is a large purple square image with the copy "TCU Learning to Change the World", and above the image is a sub-title, which reads "Video: At A Glance." Without any real instructions or video control panel visible (i.e., buttons for start/pause/stop, volume, etc.) it is not all that intuitive to know that I had to touch the purple image to start the video. Regardless, once I started the video it did not stream well and I did not even make it to the end. It just stopped about half way through the 1.52 minute run time. Is this the "experience" TCU wanted me to partake in? For their sake I hope not. Also, as I read over the website's home page, there is no information about the upcoming Rose Bowl, yet the advertisement seems to have so much to say about it. Why the disconnect?
As with many campaigns reviewed on this blog, this one continues the trend and fails. The code scan resolves to a non mobile optimized website, the video is not optimized for mobile and the call to action falls way short by offering nothing of value or benefit to the reader/potential student. From the university's perspective, there is no lead generation mechanism built in to this campaign that I can readily find (i.e., to get the names of qualified prospective students to follow-up with and contact), so why bother launching a campaign like this.
As mentioned above, it's great to see another industry sector making use of 2D, but why it can't be a 2D experience that is meaningful, valuable, relevant and works flawlessly is any one's guess.
Columbia Revisited
Last week, I wrote a review about a QR Code campaign that Columbia, the outdoor sportswear company, is doing, and I wanted to follow up that post with one other item.
Over the weekend, I received an email from Columbia asking me for a review of the product, a pair of ski mittens, that I recently purchased on-line. (This is the product that came in the QR Code labeled box, which was written about last week.) While this product review request email has nothing to do with the QR Code campaign that was written about last week, I believe it does have strategic marketing implications and merits worth mentioning. For all of the products that I have purchased online, never have I been asked for a product review in this manner, which I believe is terrific.
The review request email came about 10 to 14 days after I received the ski mittens, plenty of time for me to have potentially used them and formed an opinion about them. While the timing makes a great deal of sense, so does the fact that the email brings me straight to the product page to leave the review on, just by clicking a button in the email. I don't have to take the time to go back to the company's website and find the product page on my own, if I ever wanted to follow up and write a review in the first place.
This review request campaign reminds me of something that I learned a long time ago while conducting financial services marketing...approximately 7 out of 10 people would provide a product or service referral, but only 3 out of 10 people are ever asked. Here Columbia asks for a review (referral), plain and simple, and that's the most they can do. I did not write a review, although I would have, because the mittens were a gift, which brings me to one tactical element of this campaign possibly worth changing. During the check-out process, I do not recall seeing a check box asking if this purchase was meant a a gift. If there was such a box, and it was checked, then Columbia would know not to contact the purchaser for the review, but might ask the purchaser to forward the review request to the gift recipient.
Overall, I mention this email campaign, because it is a worth while tactical element for most any company to include in their overall marketing and sales strategy, whether it's based on- or off-line. We, as marketers, know the power and meaning of a product review, so why not take the time, or make the excuse, to re-engage with a customer and ask for one.
Over the weekend, I received an email from Columbia asking me for a review of the product, a pair of ski mittens, that I recently purchased on-line. (This is the product that came in the QR Code labeled box, which was written about last week.) While this product review request email has nothing to do with the QR Code campaign that was written about last week, I believe it does have strategic marketing implications and merits worth mentioning. For all of the products that I have purchased online, never have I been asked for a product review in this manner, which I believe is terrific.
The review request email came about 10 to 14 days after I received the ski mittens, plenty of time for me to have potentially used them and formed an opinion about them. While the timing makes a great deal of sense, so does the fact that the email brings me straight to the product page to leave the review on, just by clicking a button in the email. I don't have to take the time to go back to the company's website and find the product page on my own, if I ever wanted to follow up and write a review in the first place.
This review request campaign reminds me of something that I learned a long time ago while conducting financial services marketing...approximately 7 out of 10 people would provide a product or service referral, but only 3 out of 10 people are ever asked. Here Columbia asks for a review (referral), plain and simple, and that's the most they can do. I did not write a review, although I would have, because the mittens were a gift, which brings me to one tactical element of this campaign possibly worth changing. During the check-out process, I do not recall seeing a check box asking if this purchase was meant a a gift. If there was such a box, and it was checked, then Columbia would know not to contact the purchaser for the review, but might ask the purchaser to forward the review request to the gift recipient.
Overall, I mention this email campaign, because it is a worth while tactical element for most any company to include in their overall marketing and sales strategy, whether it's based on- or off-line. We, as marketers, know the power and meaning of a product review, so why not take the time, or make the excuse, to re-engage with a customer and ask for one.
12.09.2010
Collect N Share from MSKYNET
By now, it has almost become a standard or given. Look at the bottom section of a print advertisement and you will find a Facebook, Twitter and or YouTube logo icon, all which are used to promote the fact that the advertiser has a presence on these social media websites and in these social communities. But how well do these static logo icons really work to help a consumer 1) navigate and find the advertiser's official social media website and 2) get onto the site itself from viewing the printed advertisement. Not very. So, what's an advertiser to do?
What about taking the static social media website logo icons and redesigning them slightly to incorporate a 2D barcode? This way, when a consumer sees the logo icon in a print advertisement, on a billboard, point of sale sign, kiosk, etc., they can easily scan the 2D barcode with their smartphone and immediately link to the advertiser's social media site and community. Sounds clever, eh? Well MSKYNET, the company behind SPARQCode, has already figured this out and recently launched a new service called 'Collect N Share' which does just the above.
The idea behind 'Collect N Share' is to help local businesses connect with their customers via the major social media websites/communities, and to do so at no cost. All a business owner has to do is enter some basic information in the service's app and MSKYNET will generate the appropriate social media website logo icon with a SPARQCode already included. Then all the business owner has to do is print the revised logo icon and display it wherever they wish. A key feature/benefit of the service is that MSKYNET provides free analytics to the business owner as well.
As a marketer, I have always wondered why companies display social media icon logos in their advertisements without a URL address. How would I know that "facebook.com/adidasoriginals" is the URL for Adidas on Facebook or that "twitter.com/adidasrunning" is the URL for Adidas on Twitter? And these are for a major brand. What about a more local company, one that a consumer may not know how the company refers to itself on the social sites. 'Collect N Share' is a great idea, because it works to enhance the customer experience and make social communication between company and customer that much more seamless. Something tells me there will be knock-offs of this service, and companies bigger than a local Mom & Pop store will use it.
What about taking the static social media website logo icons and redesigning them slightly to incorporate a 2D barcode? This way, when a consumer sees the logo icon in a print advertisement, on a billboard, point of sale sign, kiosk, etc., they can easily scan the 2D barcode with their smartphone and immediately link to the advertiser's social media site and community. Sounds clever, eh? Well MSKYNET, the company behind SPARQCode, has already figured this out and recently launched a new service called 'Collect N Share' which does just the above.
The idea behind 'Collect N Share' is to help local businesses connect with their customers via the major social media websites/communities, and to do so at no cost. All a business owner has to do is enter some basic information in the service's app and MSKYNET will generate the appropriate social media website logo icon with a SPARQCode already included. Then all the business owner has to do is print the revised logo icon and display it wherever they wish. A key feature/benefit of the service is that MSKYNET provides free analytics to the business owner as well.
As a marketer, I have always wondered why companies display social media icon logos in their advertisements without a URL address. How would I know that "facebook.com/adidasoriginals" is the URL for Adidas on Facebook or that "twitter.com/adidasrunning" is the URL for Adidas on Twitter? And these are for a major brand. What about a more local company, one that a consumer may not know how the company refers to itself on the social sites. 'Collect N Share' is a great idea, because it works to enhance the customer experience and make social communication between company and customer that much more seamless. Something tells me there will be knock-offs of this service, and companies bigger than a local Mom & Pop store will use it.
12.08.2010
Columbia uses QR Code
A few weeks ago, I ordered a holiday gift from Columbia, the outdoor sportswear company. When I received the box in the mail, much to my surprise, there was a QR Code on it. Before explaining and commenting on the code scan resolve, let me give a little background on Columbia's shipping program.
When you order product from Columbia on-line, during the checkout process, you are asked if you want to have your purchase shipped in a box that has already be used or if you want a brand new box. I opted for a used box.
As you can see on the label, the idea is to have the box used over and over again, and when the QR Code is scanned it resolves to a contact form page that lets a customer enter their zip code and tell how they found the box. Once the information is entered, the customer can touch a "Track It" button and find out just where the box has traveled. Much like the "Where's George?" idea several years ago, which tracked the location of $1 bills, this adds a bit of fun to receiving the box in the mail. It also is a clever way for the company to show its support of the environment.
A couple of other items worth mentioning about the "A Box Life" campaign. First, the mobile website that the code resolves to is very simple and straightforward. On the site, there is a link to Twitter, in case a customer wishes to tweet the location of the box or track a box. Also, there is an "About Us" button which, when touched, links to a page that provides some background on the "A Box Life" campaign, as well as what a QR Code is. Included in the QR Code description is a link to two code reader apps, NeoReader and i-nigma. Lastly, there is a "Full Site" button, which leads to a micro site focused on the campaign and which provides even more background.
All in all, this campaign is purely value add, as well as truly engaging. Additionally, it gets both consumer and company involved with being environmentally responsible.
Great idea.
When you order product from Columbia on-line, during the checkout process, you are asked if you want to have your purchase shipped in a box that has already be used or if you want a brand new box. I opted for a used box.
As you can see on the label, the idea is to have the box used over and over again, and when the QR Code is scanned it resolves to a contact form page that lets a customer enter their zip code and tell how they found the box. Once the information is entered, the customer can touch a "Track It" button and find out just where the box has traveled. Much like the "Where's George?" idea several years ago, which tracked the location of $1 bills, this adds a bit of fun to receiving the box in the mail. It also is a clever way for the company to show its support of the environment.
A couple of other items worth mentioning about the "A Box Life" campaign. First, the mobile website that the code resolves to is very simple and straightforward. On the site, there is a link to Twitter, in case a customer wishes to tweet the location of the box or track a box. Also, there is an "About Us" button which, when touched, links to a page that provides some background on the "A Box Life" campaign, as well as what a QR Code is. Included in the QR Code description is a link to two code reader apps, NeoReader and i-nigma. Lastly, there is a "Full Site" button, which leads to a micro site focused on the campaign and which provides even more background.
All in all, this campaign is purely value add, as well as truly engaging. Additionally, it gets both consumer and company involved with being environmentally responsible.
Great idea.
12.07.2010
Microsoft Tag, Where Did You Go?
What does it say when a leader in the 2D barcode industry stops using their own proprietary barcodes in their print advertising? Frankly, your guess is as good as mine, but I'll take a stab at it.
A few months ago, Microsoft ran a magazine advertisement to promote its Office 2010 software, and featured in the ad was a Microsoft Tag (see top image below). In this month's issue of WIRED magazine, I spotted the very same advertisement sans the Tag (see bottom image below). So what gives?
For starters, it strikes me as strange that Microsoft does not use Tags in a comprehensive and integrated way throughout all of its marketing, advertising and promotions activity. What better way to introduce and educate business professionals and individual consumers on 2D technology and, just as importantly, to gain market share and share of mind versus the 2D barcode competition.
To pull the plug on using a Tag in this campaign tells me 1) the response rate did not meet management's objectives and or 2) there was no real strategy behind the use of a Tag in the first place. If it was a matter of not meeting objectives it would be interesting to know what they were. Were they based on the number of Tag scans, number of product demonstrations downloaded and or number of software sold? If it was a matter of strategy why wouldn't a company that knows and understands 2D technology like no other not have a strategy in place?
In my mind, these marketing based issues seem like a lay-up for a company such as Microsoft, or is it simply a matter of Microsoft being faced with the same creative and managerial issues that other companies seem to run into when it comes to developing and implementing a 2D campaign. Does the pulling of the Tag in this campaign have anything to do with the future of the Tag barcode? Not that I want to read into something that isn't, but one can suppose.
All told, Microsoft's action in this campaign baffles me. If anyone from the company cares to explain and comment I, for one, would welcome the conversation.
A few months ago, Microsoft ran a magazine advertisement to promote its Office 2010 software, and featured in the ad was a Microsoft Tag (see top image below). In this month's issue of WIRED magazine, I spotted the very same advertisement sans the Tag (see bottom image below). So what gives?
For starters, it strikes me as strange that Microsoft does not use Tags in a comprehensive and integrated way throughout all of its marketing, advertising and promotions activity. What better way to introduce and educate business professionals and individual consumers on 2D technology and, just as importantly, to gain market share and share of mind versus the 2D barcode competition.
To pull the plug on using a Tag in this campaign tells me 1) the response rate did not meet management's objectives and or 2) there was no real strategy behind the use of a Tag in the first place. If it was a matter of not meeting objectives it would be interesting to know what they were. Were they based on the number of Tag scans, number of product demonstrations downloaded and or number of software sold? If it was a matter of strategy why wouldn't a company that knows and understands 2D technology like no other not have a strategy in place?
In my mind, these marketing based issues seem like a lay-up for a company such as Microsoft, or is it simply a matter of Microsoft being faced with the same creative and managerial issues that other companies seem to run into when it comes to developing and implementing a 2D campaign. Does the pulling of the Tag in this campaign have anything to do with the future of the Tag barcode? Not that I want to read into something that isn't, but one can suppose.
All told, Microsoft's action in this campaign baffles me. If anyone from the company cares to explain and comment I, for one, would welcome the conversation.
12.06.2010
SAS Revisted
This 2D-based print advertising campaign is one that I simply do not understand.
SAS, the business analytics software and services company, is at it again. Last month, they placed an advertisement in Bloomberg Businessweek (the top image below) and, this month, I spotted the same advertisement, plus one more, in Harvard Business Review. The two full-page advertisements, both of which feature a QR Code, are placed one right after another in the publication.
What I don't understand about this campaign, from a strategic 2D barcode perspective is, why are the two QR Code scan resolves the exact same? What point does this serve?
As if it isn't enough that SAS wants to waste a prospect's valuable time asking them to watch a self-promotional corporate video for 2.12 minutes, the company is also asking the prospect to take the time to read two advertisements and scan two QR Codes only to end up in the exact same place (i.e., the video).
Similar to what was said in my review last month, there is nothing of value being offered to the prospect in this campaign. Additionally, SAS is doing nothing to have a prospect qualify him or herself for future contact, which is the goal of B2B marketing/advertising, is it not.
Time and time again, we see 2D campaigns fall short, way short, of delivering a superior user/customer experience (read value, relevance, meaningfulness), and the longer that trend continues the longer it will take for 2D technology to enter the mainstream and be accepted by business clients and individual consumers alike.
SAS, the business analytics software and services company, is at it again. Last month, they placed an advertisement in Bloomberg Businessweek (the top image below) and, this month, I spotted the same advertisement, plus one more, in Harvard Business Review. The two full-page advertisements, both of which feature a QR Code, are placed one right after another in the publication.
What I don't understand about this campaign, from a strategic 2D barcode perspective is, why are the two QR Code scan resolves the exact same? What point does this serve?
As if it isn't enough that SAS wants to waste a prospect's valuable time asking them to watch a self-promotional corporate video for 2.12 minutes, the company is also asking the prospect to take the time to read two advertisements and scan two QR Codes only to end up in the exact same place (i.e., the video).
Similar to what was said in my review last month, there is nothing of value being offered to the prospect in this campaign. Additionally, SAS is doing nothing to have a prospect qualify him or herself for future contact, which is the goal of B2B marketing/advertising, is it not.
Time and time again, we see 2D campaigns fall short, way short, of delivering a superior user/customer experience (read value, relevance, meaningfulness), and the longer that trend continues the longer it will take for 2D technology to enter the mainstream and be accepted by business clients and individual consumers alike.
12.03.2010
B2B use of Microsoft Tag
Here's one more to add to the B2B list of 2D barcode campaigns.
Microsoft has launched a magazine advertisement to promote its Dynamics CRM Online product. Featured in the advertisement is, what else, a Microsoft Tag. When the Tag is scanned, the reader is brought to a mobile web site.
If for nothing else, this campaign offers a great example of code versus scan resolve, tactic versus strategy. The use of the Tag, as a tactical element of the advertisement, is very straightforward and works well, scan the Tag for more product information. Fine. What the Tag resolves to, however, is another matter, and this is where the overall strategy of the ad campaign may potentially break down.
If the primary objective of B2B marketing is to generate qualified sales leads, I fail to see how the current design of the mobile website serves to accomplish that objective. Once on the mobile website, the reader is bombarded with information, from blog entries to Twitter entries, from case studies to product feature pages. With all of this information, what seems to be missing is a specific path by which Microsoft wants to lead a prospect down in the hope that they will qualify themselves for future contact. As marketers and creative, we know there are a number of best practices to use when designing a regular website, product page, landing page, etc., so why does all of that disappear in the mobile world when designing a site? Don't get me wrong, there is a lot of useful product information on the mobile site, and a 30 day free trial is offered as well, but the way in which all of this is displayed and formatted is just very poor, in my opinion.
Also, and I don't know if this is going to far but, if the product being advertised is a CRM application, is there not a way that prospects can enter the Dynamics CRM Online application and leave their own details for future contact by Microsoft?
To summarize, the main point I wish to make about this campaign is that chances are it is not the code in and of itself (read tactic) that may make or break a campaign, but the scan resolve and the overall strategy.
Microsoft has launched a magazine advertisement to promote its Dynamics CRM Online product. Featured in the advertisement is, what else, a Microsoft Tag. When the Tag is scanned, the reader is brought to a mobile web site.
If for nothing else, this campaign offers a great example of code versus scan resolve, tactic versus strategy. The use of the Tag, as a tactical element of the advertisement, is very straightforward and works well, scan the Tag for more product information. Fine. What the Tag resolves to, however, is another matter, and this is where the overall strategy of the ad campaign may potentially break down.
If the primary objective of B2B marketing is to generate qualified sales leads, I fail to see how the current design of the mobile website serves to accomplish that objective. Once on the mobile website, the reader is bombarded with information, from blog entries to Twitter entries, from case studies to product feature pages. With all of this information, what seems to be missing is a specific path by which Microsoft wants to lead a prospect down in the hope that they will qualify themselves for future contact. As marketers and creative, we know there are a number of best practices to use when designing a regular website, product page, landing page, etc., so why does all of that disappear in the mobile world when designing a site? Don't get me wrong, there is a lot of useful product information on the mobile site, and a 30 day free trial is offered as well, but the way in which all of this is displayed and formatted is just very poor, in my opinion.
Also, and I don't know if this is going to far but, if the product being advertised is a CRM application, is there not a way that prospects can enter the Dynamics CRM Online application and leave their own details for future contact by Microsoft?
To summarize, the main point I wish to make about this campaign is that chances are it is not the code in and of itself (read tactic) that may make or break a campaign, but the scan resolve and the overall strategy.
12.02.2010
Bergdorf Goodman uses ezCode
Bergdorf Goodman has launched a magazine advertisement using a ScanLife ezCode. Although it looks similar to a QR Code, ezCode is a proprietary 2D barcode developed and owned by ScanLife. When the code is scanned, it resolves to a mobile website, which is the company's Holiday Gift Finder. (To scan the code, a consumer must have the ScanLife reader installed on their smartphone.)
Overall, the campaign is nicely done and well executed, and there are two aspects of this promotion that I would like to comment on.
First, there is no interruption to the shopping experience or purchase decision process, once the consumer lands on the mobile website. After a consumer reads about a product and selects it for purchase, they can do so either via their mobile device or by calling the 1-800 number provided on the mobile site. Perfect.
Second, the campaign is well designed and aesthetically very pleasing, even with the black and white ezCode. From time to time, I hear people commenting on the way 2D barcodes take away from the overall creative or design of an advertisement, but to look at an execution such as this I simply have to disagree. Bergdorf's creative team did a great job setting the code's size and placement (i.e., lower right hand corner on a right hand magazine page), as well as the descriptive copy accompanying the code (i.e., bold lettering for first word or two, then regular type for the remainder). All it takes is some time and effort, as opposed to reusing existing creative content or plugging a code in or on at the last minute.
Nice job.
Overall, the campaign is nicely done and well executed, and there are two aspects of this promotion that I would like to comment on.
First, there is no interruption to the shopping experience or purchase decision process, once the consumer lands on the mobile website. After a consumer reads about a product and selects it for purchase, they can do so either via their mobile device or by calling the 1-800 number provided on the mobile site. Perfect.
Second, the campaign is well designed and aesthetically very pleasing, even with the black and white ezCode. From time to time, I hear people commenting on the way 2D barcodes take away from the overall creative or design of an advertisement, but to look at an execution such as this I simply have to disagree. Bergdorf's creative team did a great job setting the code's size and placement (i.e., lower right hand corner on a right hand magazine page), as well as the descriptive copy accompanying the code (i.e., bold lettering for first word or two, then regular type for the remainder). All it takes is some time and effort, as opposed to reusing existing creative content or plugging a code in or on at the last minute.
Nice job.
12.01.2010
Barnes & Noble uses QR Codes
Barnes & Noble is currently using this brochure to promote its NOOK eReader and NOOK app. On the last page of the brochure, there are two QR Codes (one for Android phones, one for iPhones), which can be scanned to automatically download the appropriate version of the app. Nice.
While this QR Code campaign may seem simple and straightforward, I question how the codes are being used, or not used for that matter, from one medium to the next. Here's my point. The company has this printed brochure, which is displayed and made available in the store. Fine. On the Barnes & Noble website, QR Codes are listed on the NOOK app pages to facilitate the downloading of the app from there. Fine. But what about making use of the codes elsewhere and in/on other mediums? For instance, why not create store window posters or point of sale signs with the codes? In print advertisements, why not include the codes? And what about in direct mail or any collateral that gets packed with an order?
For some reason, when a company chooses to use 2D technology they seem to want to limit its exposure and reach, so only one, maybe two mediums, out of a multi-medium campaign, gets the code. Why not cast a wider net for a potentially larger audience? Why not offer that many more people an opportunity to engage with the brand and interact with the 2D technology? Yes, it might take a bit more effort and cost a bit more to place codes on all mediums, but isn't this also the only and or proper way to thoroughly experiment with 2D codes (see yesterday's post)? If set up correctly, once the multi-medium 2D campaign is finished, the company should be able to determine which medium pulled the greatest response (i.e., scan rate).
In thinking this through, I believe companies limit the use of 2D, because they do not view it as a long term tactical element of their advertising and overall marketing strategy. Why this technology should be viewed any differently than a Facebook or Twitter, in the sense that on almost any advertisement, in any medium, consumers will find a Facebook and Twitter icon in the lower left or right hand corner, I do not know. If it's all about engagement, sharing, interaction, social, etc., 2D helps to facilitate all of that if done properly.
While this QR Code campaign may seem simple and straightforward, I question how the codes are being used, or not used for that matter, from one medium to the next. Here's my point. The company has this printed brochure, which is displayed and made available in the store. Fine. On the Barnes & Noble website, QR Codes are listed on the NOOK app pages to facilitate the downloading of the app from there. Fine. But what about making use of the codes elsewhere and in/on other mediums? For instance, why not create store window posters or point of sale signs with the codes? In print advertisements, why not include the codes? And what about in direct mail or any collateral that gets packed with an order?
For some reason, when a company chooses to use 2D technology they seem to want to limit its exposure and reach, so only one, maybe two mediums, out of a multi-medium campaign, gets the code. Why not cast a wider net for a potentially larger audience? Why not offer that many more people an opportunity to engage with the brand and interact with the 2D technology? Yes, it might take a bit more effort and cost a bit more to place codes on all mediums, but isn't this also the only and or proper way to thoroughly experiment with 2D codes (see yesterday's post)? If set up correctly, once the multi-medium 2D campaign is finished, the company should be able to determine which medium pulled the greatest response (i.e., scan rate).
In thinking this through, I believe companies limit the use of 2D, because they do not view it as a long term tactical element of their advertising and overall marketing strategy. Why this technology should be viewed any differently than a Facebook or Twitter, in the sense that on almost any advertisement, in any medium, consumers will find a Facebook and Twitter icon in the lower left or right hand corner, I do not know. If it's all about engagement, sharing, interaction, social, etc., 2D helps to facilitate all of that if done properly.
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