2D Barcode Strategy

When Good Marketing Fails

2012-01-29T21:52:00.000-05:00

Last week, I wrote an article about how Flatiron Wine and Spirits, a new retail store in New York City, is using a QR Code on their store's front window to initiate business and foster relationships with consumers, even before the store officially opens. Although I don't know the actual scan rate numbers and the number of consumers interested in joining their email list in exchange for a promotional offer code, I can say that, from a strategic marketing perspective, the campaign makes perfect sense and is sound on all fronts. But, as good as this marketing may be, I believe the company is failing in another area of its marketing. Here's why.

When I review mobile barcode campaigns – good, bad or indifferent – I often write to the company being reviewed to give them a heads up on the article and to offer my services should the company's marketing or creative personnel wish to discuss my review in greater detail. After reviewing Flatiron Wine and Spirits, I sent an email to the company via the contact form on their website, and simply said that I posted an article about the company's QR Code campaign on my blog and wanted to congratulate them on a job well done. That was several days ago, and I have yet to hear anything back from Flatiron. To me, this is where their marketing fails.

Either, Flatiron reads their emails and chose not to respond, or the company does not read its emails at all. Take your pick, but neither action makes much sense from a marketing perspective, let a lone from a new company trying to build a name and presence for itself perspective. If a company opens itself up to receive email messages, Tweets, etc., then it should be prepared to answer and respond accordingly and timely. I did not write to the company for anything in return, but to hear nothing from them just takes away from my original impression of a company that I thought had its marketing act together. Now, this lack of response has lead me to write an article such as this, which is a lot less favorable than the first. Will it have a negative effect on the company and its ability to sell wines and spirits, probably not, due to the limited viewing of this blog, but you never know in this day and age of sharing and social networks. But, what if the company wrote back in a timely manner and said, "thank you for writing about us, have a bottle of wine on us." How unexpected would that have been, and how much more good will would that have created? Tons, that's how much. To go one step further like this would have certainly had me writing an article much different than this; one that was much more favorable and positive to be sure.

Time and again, we see companies with a Facebook or Twitter page or email contact form and why? Do they really mine those pages for comments, feedback, suggestions, reviews, good or bad, to improve themselves or their product/service and the relationships and brand experiences they have with prospective or existing customers? Not many, from what I can tell. It's one thing for a company to claim that it's social and cares about customer relationships, it's quite another to act upon it. Companies need to continually look at their marketing from a 360 degree perspective and should any one area be lacking to then focus on making it better. Failure to do so and suffer the consequences.

NYC Wine Shop uses QR Codes the Right Way

2012-01-26T14:35:00.002-05:00

Now, here's come creative thinking.

Flatiron Wines & Spirits, a retail shop located in the Flatiron section of New York, has yet to open its doors, but that has not stopped the company from raising brand awareness, interacting with potential customers, establishing itself in the community, generating an email list and enabling its audience to share information about the shop. How can all of this be accomplished, one might ask. The answer, through a QR Code that has been placed on the store's front window along with a very simple call-to-action (Scan this for a special grand opening offer).

When the QR Code is scanned, the consumer is linked to a webpage that explains the special offer, which is a free bottle of champagne with the first purchase of a case of wine. In order to receive the redemption coupon for the free bottle of champagne, the consumer is asked to sign-up for the company's email list. Simple and brilliant. Also, if the consumer wants to learn more about the store and share this information, or the free champagne offer, with their social contacts, the webpage links to Facebook and Twitter pages.

This campaign speaks volumes, as to how to effectively make use of interactive technology, such as 2D barcodes. The company wins for the reasons mentioned above but, more importantly, the consumer wins, because they are able to try something new and be rewarded for the effort. Sounds like building customer loyalty is not too far behind.

The one item, which I believe the company could have done differently was to shorten the URL used to generate the QR Code, so as to increase the ease and ability to scan the code.

2D Barcode Litmus Test: PASS

Mobile Barcode Certification Program

2012-01-24T11:55:00.000-05:00

Last week, Print2D, the Santa Monica-based mobile technology firm, announced its 2DCertified program for print service providers. As stated in the company's press release, "The certification program will offer much-needed training for printers using QR Codes and other 2D barcode formats in their customers' printed collateral, signage, apparel, and advertising and point-of-sale materials."

While there may be one or two other 2D/QR certification programs on the market, Print2D's program is unique in that it provides printer's with insurance coverage. By following a concise checklist of production requirements, which is provided during the certification process, printers qualify for insurance if the job has to be re-run because the QR Code could not be scanned.

Participants in the 2DCertified program will receive three 2-hour training sessions, delivered in webinar format or on-site, plus a concise standards manual for correct reproduction of QR Code and other 2D barcode tags on various printed materials. The first webinar is scheduled for the beginning of March.

Lastly, it's also worth mentioning that Print2D and its parent company, Warbasse Design, have a long history of successful innovation in mobile and multi-channel marketing (i.e., these guys know what they are doing).

Mobile Marketer's 2011 Best Mobile Campaign of the Year

2012-01-23T14:54:00.001-05:00

Today, a press release was issued announcing the 2011 Best Mobile Campaign of the Year by the online news site Mobile Marketer. As you read about the customized QR Code-based campaign, my question to Mobile Marketer is, what was the overall product sales generated by Hennessy, as a result of this campaign, and was product sales a criteria by which campaigns overall were judged? Sure it's great that 1.3 million code scans took place over the course of the campaign, but how did this translate into actual product sales?

Just asking.

The Value of Mobile Barcode First Impressions

2012-01-22T22:06:00.004-05:00

The other day, in a local supermarket, I noticed cases of Budweiser and Bud Light beer that were all decked out for Super Bowl XLVI, as well as for consumer interaction with 2D barcodes featured on the packaging. What struck me the most while looking at these cases of beer was that the Budweiser case featured a QR Code and the Bud Light case featured a SnapTag. I know consumer product goods companies will often silo products with respect to development, management, marketing, advertising, etc., but was this a conscious decision between the two product groups to use two different interactive technologies, or just a coincidence?

When I scanned the Budweiser QR Code, I was brought to a page that had a message which read, "Rotate Your Device." I rotated my mobile phone and rotated and rotated, but nothing happened, so I opted to enter the URL into my desktop PC and came to a mobile landing page.

On the landing page, I was prompted for the beer's "born on" date, the date of its manufacture, as well as my birthday. Once the information was entered, I clicked the "Track Your Bud" button and nothing happened. Stymied again. I'm trying to think, what could have happened when I clicked the button? Would the next page tell me the life story of my bottle of beer? Would I care? With respect to the call-to-action/tag line on the beer case, "Great Times Are Waiting," my answer to that is, no they're not, but I am. I'm waiting for the landing page/interactive experience to work properly on either my mobile phone or the desktop. Next victim.

When I scanned the Bud Light SnapTag with the proprietary SnapTag app, I was brought to a page that asked for my birthday and the state that I live in. Once entered, I was then asked for my mobile phone number. Then a message appeared, which informed me that I was entered into the Super Bowl sweepstakes.

After receiving the sweepstakes entry message, I was left on the page with nothing else other than a Facebook page to link to, and that's only if I went ahead a logged into Facebook.

So, what do we have here when all is said and done? The Budweiser QR Code campaign did not work as most likely intended and the question can be asked, how many times is a consumer suppose to attempt to scan a code in order to view the scan resolve content? In my opinion, more than once is too many times. The Bud Light SnapTag campaign did allow me to enter the Super Bowl sweepstakes, but then what? Why doesn't Bud Light enable me to link to other product content and interact that much more with the brand?

In my mind, both of these campaigns point to the value and meaning of a first impression. In the future, if either of these companies offered the chance to interact via a 2D code, do you believe I would? Would you? My guess is probably not and for the simple reason, the first impression made by each of these brands was so lack luster. Coming from such marketing powerhouses as Budweiser and Bud Light, I would have thought a great deal more creativity and thoughtfulness would have gone into these campaigns. Shows you what I know. For each and every interaction between a consumer and a brand there exists an impression. First, second, tenth or more, each impression is just as important as the next and this importance cannot and should not be minimized, whether it's a traditional ad or a 2D-based ad.

As an aside...the other day, I had a conversation with a gentleman in the print/barcode/image recognition industry and, during the conversation, we started to speak about 2D technology and how the consumer market has and will react to it. The gentleman I was speaking with then went on to talk about two ongoing Super Bowl-based SnapTag campaigns (Bud Light, see above, and Coor's), and how these campaigns will spell the tipping point for mobile barcode use and acceptance by consumers. While I could understand what this gentleman was saying in regard to SnapTags being brand-friendly (i.e., the code can easily accommodate a corporate logo and look more pleasing versus other 2D formats), but if the underlying scan resolve content (i.e., first impression) is on par with what I experienced and mentioned above then I do not believe a tipping point will be anywhere in sight come Super Bowl or the weeks after. Without scan resolve content that is of meaning, value, relevance and benefit to a consumer it matters little how brand-friendly a code format may or may not be. With these two campaigns currently running and the Super Bowl just a couple of weeks away, time will tell soon enough.

2D Barcode Litmus Test: FAIL

Giorgio Armani uses Image Recognition

2012-01-19T14:36:00.000-05:00

Giorgio Armani launched a new interactive print advertisement to promote its new Sport Code fragrance, and the interactive method used in the advertisement is based on WiMO's image recognition technology.

In the lower left-hand corner of the advertisement is copy which reads, "Scan this ad to receive a free sample. This ad is WiMo enabled. Scan this page with the WiMO app." Beneath this copy there is additional verbiage which states, "iPhone/Android/Blackberry or point your phone to getwimo.com." While it's all well and good that the company provides a call-to-action and instructs readers of the advertisement on how to interact with the page, it might help if the copy was not in such minuscule type and placed near the magazine's gutter. (Was creative and media placement in sync here?)

When the page is scanned with the WiMO app, the reader of the advertisement is brought to a mobile friendly page where they can type in their name, email address and postal address to claim the free fragrance sample. Beneath the contact form, there are buttons which enable social sharing via Facebook, Twitter and email. So far, so good, but what then? Exactly, what then? Nothing.

After entering the requested name and address information and pressing the send button, there is nothing else for the reader of the ad to do or see. No link to the main Giorgio Armani website, no link to a fashion page or video, no link to another fragrance page, no link to a shopping page, nothing. You have the consumer in hand, why not try to go one step further?

While the technology used is slightly different than QR Codes, Microsoft Tags, etc., the premise remains the same...how great is the 2D/mobile/interactive experience and does it offer value, relevance, meaning and benefit to the consumer? Yes, a free product sample is offered in exchange for spending the time to scan, but why not make the experience that much richer and more fulfilling. Most everywhere in the digital space site/page stickiness is looked upon as a way to win business, but here the site/page is more like Teflon.

2D Barcode Strategy Litmus Test: FAIL

Most Innovative Use of QR Codes Yet

2012-01-18T06:30:00.002-05:00

Recently, Scandinavian Airlines launched one of the most innovative QR Code-based promotional campaigns that I have yet to see.

As part of the company's "Couple Up to Buckle Up" 2 for 1 travel campaign, Scandinavian Airlines displayed two QR Codes, side by side, on a variety of mediums (e.g., email, banners, print advertisements, etc.). The copy accompanying the QR Codes instructed consumers to scan the left and right codes simultaneously with two different mobile phones and to then bring the two phones together. When the scan resolve video played, the separate left and right mobile phone screens essentially made one split screen, which then enabled the two participating consumers to view the video properly and discover the special 2 for 1 promotional code (see video above). If played individually, the left or right scan resolve video content would be close to meaningless.

Creative? Yes. Original? You bet. Will this campaign generate a great deal of media attention for the company, as well as QR Code (2D) technology? Most certainly. But there's another reason why I love this campaign so much. Research. From what I understand, the company conducted market research and discovered that when couples book their travel plans, they often do it while sitting side by side. So, instead of using a single or standalone QR Code in the campaign, the marketing/creative team decided to use two codes and have them dependent upon one another in order for the message/interactive experience/campaign to make sense. Brilliant.

But, should we be so impressed learning that research data was used to help create this campaign? No, not really, because this is marketing (i.e., research is done, findings are used, campaigns are developed and implemented, response rates measured, and the whole process starts over again). Marketers may see this as fundamental when it comes to traditional advertising, but there is no reason why this should not be the case with respect to 2D-based advertising. The same fundamentals remain.

Although I often site value and benefit as the main criteria for passing the Litmus Test, this campaign passes on sheer imagination and originality. What campaign will be next?

2D Barcode Litmus Test: PASS

QR Codes for Retail

2012-01-16T22:31:00.000-05:00

Canada Goose, makers of high quality outerwear, are currently using QR Codes on their product hang tags. Great idea, but poor execution. Here's why.

The QR Code's call-to-action ("Ask Anyone Who Knows") speaks to those customers who may want to learn more about the product from existing Canada Goose customers but, when the QR Code is scanned, all they are linked to is the home page of the desktop version of the company's website. Big let down. At this pivotal point of the purchase decision path (i.e., in store with product literally in hand), why not link the code directly to the "Goose People" section of the website, which features stories from real Canada Goose customers/users? Much more meaningful and true to the call-to-action, I believe. Also, why not a mobile website?

Beyond the comments above, it's great to see that a company is finally thinking beyond a print advertisement for code use. Retail product packaging, or elements thereof, offer an ideal medium to display a 2D code and enable the product to really speak to the customer, who by chance is probably carrying a mobile phone. Also, I like the simple coloring of the code and the placement of the company's logo. It gets noticed.

2D Barcode Litmus Test: FAIL

Ralph Lauren QR Code Fail

2012-01-12T21:51:00.002-05:00

In this month's issue of Real Simple, Ralph Lauren launched a new advertisement for its Romance fragrance, and featured in the advertisement was a "designer" QR Code. From a company like Ralph Lauren, I would have expected much more. Here's why.

First, the QR Code is placed in the lower right-hand corner of the advertisement, which puts it up against the gutter of the magazine and makes it very difficult for a reader to spot. If I were not on the hunt for 2D codes chances are I would have missed it.

Second, although Ralph Lauren has used QR Codes in other advertisements, the company does nothing in this one to help educate and inform consumers about the technology. The code stands alone with no descriptive copy, let a lone a call-to-action.

Third, when the code is scanned, the reader of the advertisement is brought to the company's Facebook Info page. Yeah, so? Now what are they suppose to do? If it is in relation to entering the trip contest that the company is promoting in the ad then why should the reader now have to hunt down the contest registration form on Facebook or the company's website? Quite a disconnect if you ask me. Why not just have the scan resolve open up to the contest registration form and, from there, the reader of the advertisement can link to either the company's Facebook page or mobile website, if there is one?

Fourth, why bother branding the QR Code in the way that they have (see the black bar with white copy)? The words can hardly be read and the overall look does little to promote the brand/product.

Great that the company wants to show itself as being hip and now by using 2D, but with a little more thought about what the code was going to resolve to, the company might have been able to get a little more mileage out of the code itself and, more importantly, readers of the ad might have benefited as well.

2D Barcode Litmus Test: FAIL

It's MLK Day...Let's Go Shopping

2012-01-12T10:58:00.001-05:00

Last night, while watching television, I saw a new commercial from Sears. The 30-second spot promoted upcoming sales discounts on, get this, "MLK Day." Yes, the company has decided to turn the anniversary of Martin Luther King, Jr.'s birthday into a discount shopping day and, why not? Many consumers now have the day off so, why not entice them to go shopping with special MLK Day sales discounts?

Sears, are you serious? Is the company that desperate for sales that it needs to defile Mr. King's memory by turning the anniversary of his birthday into a discount shopping day? Is it not bad enough the commercialization of the December religious holidays, or a holiday like Veteran's Day? Maybe MLK discount shopping days have been around for the past few years, but this is the first time I have experienced out-and-out retail advertising for it.

As you read this, please don't believe that I am against discounted shopping, I'm not, but can't companies such as Sears find a more tasteful, let a lone a more innovative or creative, way to offer discounts (i.e., win business and foster customer loyalty)? Question to the marketing brain trust at Sears, is there any concern as to how a promotion like this might affect the brand?

Not a 2D story I know, but the commercial last night just struck a chord.

P.S. I noticed that the GAP was running an online MLK Day promotion as well. Must be the latest and greatest strategy in the retail industry.

QR Codes and Digital Watermarks

2012-01-10T11:45:00.000-05:00

PSFK published an article today titled "Are Digital Watermarks the New Alternative to QR Codes?" and I just wanted to share, discuss and comment.

The article mentions how digital watermarks leave the design of an editorial piece or advertisement in tack, more so than when a QR Code is placed in a similar piece, but what the brief article failed to mention, and for some reason many individuals/companies seem to forget, is that QR Codes can be highly customized and stylized. In fact, QR Codes can be customized and stylized to the point that they can become part of the marketing piece itself, from an overall design/aesthetic perspective (see example).

Sure, a digital watermark, which cannot be seen by the naked eye, is aesthetically more pleasing than even a customized QR Code but, at the end of the day, the real issue at hand is the consumer experience. With both technologies, or any marketing-based technology for that matter, there is a need to educate the consumer as to how the technology operates, what's involved from the consumer's perspective (i.e., does an app need to be downloaded/used, etc.) and how does the consumer stand to benefit by using it. Until these types of issues are addressed by an advertiser, publisher, etc., it matters little as to which technology is being used or which might look better than another. At the end of the day, for any of these technologies (e.g., 2D barcodes, watermarks, near field communications, augmented reality, etc.) to work and truly deliver, advertisers must put themselves in the consumer's shoes and view the campaign, the end-to-end experience (much of which is now via a mobile platform), from their perspective.

SnapTag Gets It Wrong, Again

2012-01-05T22:55:00.064-05:00

Kudos to Nicole Skogg, CEO of SpyderLynk, and the public relations team behind the company's 2D barcode product called SnapTag. Over the past couple of months, the company/product has garnered a lot of press for itself, but what's unfortunate is that much of the information being reported about QR Codes, in comparison to SnapTags, is either downright incorrect or extremely biased. So, instead of making it easier for advertisers and agencies to understand the fundamental differences, advantages and disadvantages, between these two code types, just the opposite is happening and the process has become that much more difficult.

One of the latest SnapTag articles to appear (QR Codes and SnapTags: What's the Difference?) was written by Erin Thayer and published in The Barcode News. The article showcases the differences between QR Codes and SnapTags via a new infographic, which SpyderLynk recently published (see below). Here are my comments, questions and feedback on Ms. Thayer's article, as well as the infographic itself.

Ms. Thayer: "SpyderLink recently published a new infographic that compares and contrasts QR Codes and SnapTags, two popular forms of 2D bar codes that are used in marketing campaigns."

2DBS: Ms. Thayer, how can SnapTags be referred to as "popular" when the term doesn't even appear in a Google Trend report with any great or meaningful significance? Also, what I find even more surprising is how SpyderLynk uses the term "QR Code" in its own marketing. Below is the result when the term "snaptag" is searched on:

SnapTag - A Mobile Marketing QR Code With a Code Ring
A SnapTag is the secret to successful mobile marketing. It's a custom QR code that combines your company logo with a unique code ring. Learn more about...

Are you serious? A "mobile marketing QR Code With a Code Ring." How can the company possibly make reference to a QR Code and their product in the same sentence? Does SpyderLynk themselves not even know the difference? Talk about confusing the audience. (Not to digress, but I suppose the company has to make use of the term QR Codes for SEO purposes or else no one would ever find them.)

Infographic: The SnapTag in the chart is shown with supporting copy, which informs the consumer/user of the following: "Snap and Send to 95871 AT&T/Verizon. All others send to promo@ snaptag.mobi. Android and iPhone reader app available. SnapTag by SpyderLynk." The QR Code has no supporting copy.

2DBS: Although the QR Code is not shown with supporting copy there is no reason why it can't. All an advertiser has to do is determine what supporting copy they wish to provide and insert it in the advertisement along side the code. Also, although the SnapTag appears with a logo in the code, their own, a QR Code can easily include a logo. So, not a very fair, or honest, comparison from the start.

Infographic: "SnapTags and QR Codes are a new channel of marketing that enable consumers to access interactive brand information, content and marketing engagements with their mobile phone."

2DBS: SnapTags, QR Codes and 2D barcodes in general are not new channels of marketing. The new channel of marketing is mobile. As I recently wrote, mobile is the strategy (channel), 2D barcodes are merely a tactical component/element/mechanism of the strategy (channel).

Infographic: Under the category of "Widely accessible" there is a comparison between mobile phones with a camera and the downloading of a QR Code reader app.

2DBS: Questions to Ms. Skogg: 1) how is this making any argument for what's "widely accessible" and, 2) what's the percentage of people that have downloaded the SnapTag reader app, and how many scans have come through it? Maybe once we know those SnapTag numbers it won't matter as much as to how many, or few, people have downloaded a QR Code reader app.

Infographic: Under the category of " Works without mobile web access," there is an indication that SnapTags are able to operate without mobile web access while QR Codes cannot.

2DBS: First, just how does a SnapTag work without web access? Second, QR Codes can work without mobile web access. Is it ideal, no, but a user can scan a code and save it in their code reader app. Once in a location with web access, the reader app can be launched and the code scan resolve can be retrieved from the app's history file.

Infographic: Under the category of "Marketing functionality" it indicates that SnapTag enables "a robust multi-channel marketing platform that enables campaigns with varying functionality and sophistication." QR Codes can "trigger a single action, primarily connecting users to a URL."

2DBS: Really, Ms. Skogg? Let's call a spade a spade. Marketing functionality all depends on the creative genius of the team designing the 2D-based campaign, not the code itself. QR Codes can easily point to many other functions beyond a simple URL.

Infographic: Under the category of "Cost" Ms. Skogg and her team would like advertisers to believe that with SnapTag costs are bundled and with QR Codes costs are more a la carte (i.e., more expensive).

2DBS: Bundled or a la carte, if working with a code provider, agency, etc., there is a cost to code generation, management and analytics, it's just a matter of where these costs might be hidden in the overall price. If a mobile website is needed there will be a cost as well. I'm not aware of any provider building a mobile site for free.

Infographic: Under the category of "Featured branding" it states that with QR Codes there is limited space to insert a logo.

2DBS: Gee, last I looked, there was limited space for a logo in a SnapTag too, because the logo needs to fit within the circle. With both code types there is limited space, as the logo needs to fit on/in the code symbol.

Infographic: Under the "SnapTag Features" section, six categories are shown, which include: dynamic responses, easy-to-update, database building, complex analytics, reusable and enable social sharing. From one to the next, the reader is lead to believe that QR Codes don't match up.

2DBS: Depending on the provider's platform, a QR Code can deliver on all six features. The key here is provider platform, of which SnapTag is one.

I could continue making comments in regard to the last section of the infographic, but I believe my point has been made. As agnostic as I try to be with respect to code formats, I don't believe SpyderLynk does anyone (advertiser or agency) any favors when all they report, present and engage in are one-sided, biased arguments.

The Best Mobile Barcode Campaign of 2011

2012-01-05T10:00:00.000-05:00

Over the past couple of weeks, I have been busy reviewing, in depth and across a number of attributes, the campaigns that passed my 2D Barcode Litmus Test, as well as a number of individually submitted nominees, about 40 in total, all with the goal to select the best mobile barcode campaign of 2011. While the running was close and the final decision difficult to make, it gives me great pleasure to announce that the winner of 2D Barcode Strategy's 2nd Annual Best Mobile Barcode Campaign Award is Tervis, the Florida-based manufacturer of high-end tumblers. Congratulations! Here are my reasons why.

First, the QR Code is placed prominently in the print advertisement and is accompanied by a strong a call-to-action message ("Bring the holidays to life. Use your smartphone for holiday party tips, special holiday offers, and more."). In addition to the call-to-action, Tervis also listed a URL address for consumers who may not wish to scan and/or don't have a smartphone.

Second, the QR Code is easy to scan and the scan resolve content is original, fun, cleverly worded and unique in design. When the QR Code is scanned, the reader of the advertisement is brought to a mobile web page that displays a window with the following message, "Mingle with these smart people and get the holidays started right. Touch and drag to view the panorama image. OK." The panorama image is of a holiday party and in the image are eight flashing orange touch points, which cannot be missed. Each touch point links to a different page, and the touch points include: 1) holiday smart quiz, 2) holiday gift ideas, 3) product/company information, 4) party excuse generator, 5) how to make a giant 3D snowflake, 6) personality plus (how to personalize a tumbler), 7) exclusive holiday offer and 8) holiday drink ideas.

Third, when just about any of the eight touch point pages are viewed, there is a "shop now" button displayed on the page. This is what mobile is all about. Enabling the consumer to shop when, and where, they want to.

Fourth, on just about every page are widgets to share the Tervis holiday experience/content socially via Facebook, Twitter and foursquare. This too is what mobile is about and/or offers...connectivity. Connectivity between the brand and the consumer, as well as the consumer and another consumer. Lots of companies neglect the social element when using 2D/mobile and it should be part of the strategy.

Fifth, being a holiday-based campaign a promotional discount should have been offered, and it was...25% off certain items.

Sixth, stickiness. This is a term that I very seldom use or write about, but its importance cannot be underestimated. In this campaign, the original panorama image is what's sticky. A reader wants to move from one touch point to the next to the next, etc., just to see what's behind the orange dot and, in doing so, they remain on the site that much longer and the experience between brand and consumer goes that much further.

Seventh, value and benefit are words that I often use to judge a 2D campaign by to see if it is worthy of passing my Litmus Test. In this case, it is clear that value and benefit are being offered to the consumer via the 25% purchase discount, but what's less clear is the value and benefit being delivered by the plethora of content (information) that the company provides in relation to a rather simple product, a tumbler.

As one reviews this campaign, it is easy to see how the company paid attention to 2D best practices and made use of many of them in the campaign. Additionally, it seems as though the company placed a good amount of thought into the campaign from a strategic perspective (i.e., not focusing on the code itself, but on the end to end experience).

Lastly, I spoke with Kathy Greif, Director of Marketing at Tervis, about the campaign and she said a few interesting things. First and foremost, Ms. Greif said, "The overarching goal of the advertising campaign was to increase brand awareness and within that, the QR codes, panoramic experiences and “smart spots” were specifically developed to encourage further engagement with Tervis. The QR code – leading to the panoramic experience – was an excellent, and easy, way to invite consumers to take one step beyond the print and out-of-home ads to learn about and experience the Tervis lifestyle." Wow...there was a goal here. Often times, a goal seems to be missing and why? A 2D-based campaign is like any other...goals and objectives need to be in place. Ms. Greif went on to say that, "it’s critical, and it remains top of mind for us moving forward with the use of QR codes – having a seamless experience end to end is a key usability factor." I could not agree more. There is virtually no reason why a 2D-based campaign cannot work as intended (i.e., seamless). When asked if QR Codes will be used in future campaigns, Kathy replied, "Yes, in fact we are planning an extension of the campaign in 2012. Additionally, our wholesale catalog includes a Point of Sale (POS) sign featuring a QR code which drives to a new brand video. So, while consumers are shopping at our retail partners’ stores, they can scan the code to quickly and easily dive into the Tervis world to learn more about our products and the Tervis lifestyle." What's great here is that the company is thinking across channels. 2D codes need not be just for print.

Congratulations again to Tervis (Kathy and her team) and its agency (Sterling-Rice Group) for a job well done.

The Uncertain Future of the QR Code

2012-01-03T06:42:00.001-05:00

(The article below is today's cover story on iMediaConnection. I post it here in case you missed the other.)

Over the past 18-24 months, the acceptance and use of Quick Response (QR) codes has steadily increased among marketing and creative professionals, as well as individual and business consumers, but the question remains, what's the future of QR codes? Will the future show that QR codes were just a passing advertising fad -- here today, gone tomorrow? Or, will the future show that QR codes were a viable direct response mechanism that marketers can use to engage and interact with a target audience on a permission-based, personal level?

As a marketing strategist, my answer to the question "what's the future of QR codes" is probably much different than how a technologist, developer, creative professional, or futurist might respond, but I believe it is justified and has merit. Ask the question to this group and they might all begin to talk about the next version of QR code technology (e.g., QR code 3.0) and what that might be like and how that might work, or they might talk about other technologies -- such as near field communication (NFC), augmented reality, digital watermarks, or image recognition -- and how technologies such as these will be the death knell for QR codes, let alone other 2D barcode types. But, if the question is asked of me, I believe the future of QR codes really lies in the response companies may give when they themselves are asked, "What are your future strategic marketing goals and objectives?" Probably not what you were expecting to hear was it? Please allow me to explain.

First, let me give you my definition of a QR code. A QR code is a tactical direct response mechanism used in marketing, advertising, and promotion which, upon scanning, enables consumers to bridge the gap between the physical and print world and the digital world and back again. By nature of the technology, QR codes provide for a relatively instantaneous interactive experience between a consumer and a product, service and, brand. The key to enabling the use of QR codes, by an advertiser or a consumer, is a smartphone installed with a QR code reader app. Please read that last line again and keep it in mind as you read the remainder of the article.

When companies begin to consider the use of QR codes for advertising, promotion, or general business purposes, the majority seem to ask the same simple question: Do we want to use QR codes or not in our next campaign? But the real question to be asked is, "As a company, do we want to advance and enhance our integrated marketing strategy, as well as the goals and objectives which go along with it, to the point that the strategy includes an investment in and commitment to a mobile channel or platform?" If the answer from one company to the next is "yes," then QR codes will have a future. If the answer from one company to the next is "no" then QR codes won't have much of a future. Because QR code technology is based on a mobile platform and the use of smartphones (see definition above), it is essential for companies to first understand, believe in, embrace, and make use of a mobile strategy, before they try to understand, believe in, embrace, and make use of QR codes on a tactical level. Think strategic before tactical -- it's that simple.

In the research that I have conducted, where I have analyzed literally hundreds of QR code-based campaigns, a major mistake that advertisers seem to make is the belief that deploying a QR code in an advertisement is a strategy in and of itself. In reality, this is the furthest from the truth, because a QR code is only one tactical element in an advertisement along with many others. What's often missing from an advertiser's way of thinking about QR codes is that in order for them to be used in a proper and effective manner, it takes -- first and foremost -- an investment and commitment by the company in a mobile channel or platform. Actually, it's probably due to this "strategy" (i.e., QR codes before mobile channel or platform; tactic before strategy) that causes a campaign to fail miserably and, as a result, the thought to use QR codes in the future is sidelined or shelved indefinitely. This might be why, from one advertiser to the next, we see them use QR codes only once and never again. If it were the other way around, where companies consider the mobile channel or platform first and then QR codes (i.e., strategy before tactic) then, I believe, campaigns would be far more successful and effective, and QR codes would be used by companies on a regular or full-time basis.

To view the future of QR codes in this manner (i.e., strategic marketing goals and objectives versus pure technology) hopefully sheds light on what it takes for a company to develop and deploy an effective, value-driven, consumer-oriented, QR code-based advertisement or campaign. It all begins with the mobile channel or platform and then building from that as a foundation. Next, it becomes a matter of understanding, as well as requiring, the development of mobile-optimized content. When I mention mobile-optimized content, I am referring to it being optimized for use on the mobile web, as well as optimized for the type of mobile device that may be used, either by operating system or brand of device. After that, it's a matter of thinking through the use of QR codes in an advertisement, from end to end and from the consumer's perspective, making certain that the mobile experience (i.e., the scan of the code itself, as well as the viewing of the scan resolve content) is not only flawless, but also steeped in the delivery of value, meaning, benefit, and relevance. Thinking in these terms will undoubtedly put to rest the common thought and practice of reusing desktop content as code scan resolve content, which can be analogized as trying to fit a round peg in a square hole. It may also get marketers to realize that from a response rate or return on investment perspective, a failed QR code-based advertisement or campaign has less to do with the placement of a QR code itself and more to do with the company's overall mobile strategy, which may or may not be fully in place.

To know that mobile and the use of smartphones is growing by leaps and bounds, and that a high number of professional marketers view the mobile phone as the epicenter of an integrated, multichannel, permission-based, one-to-one marketing strategy, companies will continue to realize that it's not a matter of if, but when, they will add and phase mobile into their existing marketing strategy. And, when this happens, the future of QR codes will look as bright as ever.

Happy Holidays and Thank You

2011-12-29T12:28:00.000-05:00

To the loyal readers of the blog, as well as first-timers, thank you for your support and interest in my work throughout the past year. It is my sincerest hope that my writings about 2D barcodes, and strategic marketing in general, have been of use and value in your day-to-day work.

Over the past few days, I have been reviewing campaigns for the Best Mobile Barcode Campaign Award, and look forward to sharing the results with you next week. Stay tuned.

Again, thank you for your support and may I wish you and yours a Happy New Year!

Where's the Mobile Site?

2011-12-23T05:54:00.001-05:00

As I have written in the past, sometimes I like to share a story, idea, thought, opinion, etc. that is not 2D barcode related, but strategic marketing and/or general business related. Here's another such story.

"360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications -- one where brands and consumers engage in interactive and multi-directional conversations. 360i was selected to Ad Age's Agency A-List and Fast Company's roster of the "World's Most Innovative Companies." Current clients include Oreo, jcpenney, Coca-Cola, NBC Universal and Diageo, among others." These words, which were taken straight from the agency's website, sound impressive, don't they?

As impressive as the description may sound and how distinguished the description may make the agency appear, what I find so very remarkable about this agency is that they do not have a mobile presence. Type the company's URL (www.360i.com) into a mobile device and you are brought to the desktop version of the company's website, there's no auto-redirect to a mobile site. Search on the term "360i mobile" and the closest you will get to anything mobile is a link to a document the company published some time ago titled "Mobile Marketing Playbook," which serves to define the mobile channel and describe why the channel is so important for companies to be in and pay attention to. Odd isn't it? For a company so entrenched in the digital space, entrenched enough that other companies come to them for advice, guidance and solutions with respect to the "new world of marketing communications" that they themselves do not have a presence in the newest space of marketing communications, that being mobile.

Although I single-out 360i here, there are plenty of other organizations, across industries, that profess to be leaders, innovators, creative thinkers, on the cutting edge, etc., but they have yet to invest in mobile marketing. Why is that? Where's the disconnect? If I can take a stab at it, I believe a large part has to do with the fact that companies see mobile marketing, as well as many other forms of marketing, as an expense rather than an investment. Is it an expense or an investment to learn about, understand, develop and maintain another marketing channel, by which additional business can be conducted/transacted, customer interaction/engagement can take place and the brand can make its presence known? Not in my mind. Is there an "expense" to establishing a mobile website, content, etc., sure there is, but which is greater, the "expense" itself, or the "expense" of missing out on an opportunity the likes of which the mobile channel offers and represents?

I am very interested in asking 360i why they have no mobile presence and plan to forward this post to their Director of Marketing. Frankly, I can't even imagine what the answer might be, but if I get one I will certainly share.

Mobile is here folks and it's becoming, if it's not already, the first screen. Disregard it at your own expense.

Another Excellent QR Code Advertisement

2011-12-22T13:25:00.000-05:00

This print advertisement by Columbia Sportswear is an example of how a 2D barcode campaign should be done.And, yet, it is so simple.

The QR Code is well-placed in the ad and features a simple, but direct call-to-action, which reads, "Scan to learn more." Also mentioned next to the code is a URL address, which directs consumers to a web page that discusses the product/technology being shown in the ad. Note: the web page redirects, meaning that the consumer will either be directed to the desktop version or the mobile version of the page, depending on the platform being used. Brilliant.

When the QR Code is scanned, the consumer is linked to the company's mobile website, specifically the page for the product being promoted in the advertisement. Included on this page is detailed information about the jacket, price, style number, videos of the jacket in action, color/size offerings, 1-800 number to call to order (with hours of operation), a ton of customer reviews and a add-to-cart shopping function...yes, think of it, you are on the go, like the jacket and can make a purchase right then and there. Brilliant.

With respect to the mobile site itself, the main navigation touch points are: men, women and kids, as well as the outlet, a channel that is ever increasing in importance for many brands and retailers. Also, depending on the screen, navigation points for footwear, accessories, stores and rewards are available. Brilliant.

With nothing so very earth shattering in this campaign (i.e., innovative, cutting edge, etc.), Columbia does manage to get the QR/mobile experience right, from end to end. The only comment/suggestion I would have is that instead of using a long URL to generate the code, hence the code's dense appearance, I would recommend shortening the code. Although I had no difficulty scanning the code, a less dense and more simple code would reduce the chance of scanning failure.

2D Barcode Litmus Test: PASS

And the Best Mobile Barcode Campaign of 2011 is...

2011-12-20T14:39:00.000-05:00

Only three days are left to nominate what you believe was the best mobile barcode campaign of the past year. With literally a handful of campaigns to judge against (i.e., those that have passed my 2D barcode litmus test), the field is wide open for nominations from advertisers, agencies, mobile barcode providers, mobile barcode fans, your grandmother, anyone.

The cut-off date is Friday, December 23, and all that needs to be emailed is a brief summary of the mobile barcode campaign and images, if available.

Shortly after the New Year, I will announce the Winner of this 2nd Annual awards event. Stay tuned and thank you in advance for your nominated campaign.

SnapTags (Do Not) Push Scanning Technology Forward

2011-12-20T00:29:00.003-05:00

Yesterday, an article on Publishers Weekly titled "SnapTags Push Scanning Technology Forward - Move Over, QR Codes" caught my eye, and there are a few items that I question the author, Gabe Habash, on.

First, the title itself. Mr. Habash, how are SnapTags pushing scanning technology forward? As far as I know, the SnapTag technology/user experience is very similar to that of JAGTAG and JAGTAG was developed in 2007. Yes, SnapTags may be relatively new to the 2D barcode scene, but the technology is hardly cutting edge.

Second, you make reference to the fact that SnapTags can display a corporate logo, but in the same sentence you make it seem as though QR Codes can't. Um, they can. QR Codes can be generated with a corporate logo as part of the code design. Also, the colors which make up a QR Code can be more than just black and white.

Third, you try to make a case for SnapTag's ability to deliver greater reach and accessibility versus a QR Code, but in reality they are much the same. Both code types make use of a reader app, and both offer the ability to engage with users that either don't have a smartphone or who choose not to scan the code. With SnapTags a user takes a picture of the code and sends it to a short code. From there, an email is sent back to the user with a link to the intended content. With QR Codes, the advertiser can include a short code along with the QR Code and, from there, the user will receive a message back with a link to the intended content. If anything, the QR Code eliminates the need of having to take and send a picture of the code itself. So, really, what's the difference?

Fourth, Mr. Habash, you write, "The other benefit of SnapTags is that the content provided is more versatile. While QR codes typically take you to a Web site (and thus require mobile Web access), SnapTags, according to SpyderLynk’s founder and CEO Nicole Skogg, offer a multichannel marketing platform that sends messages to your phone, enabling companies to develop campaigns to deliver sweepstakes, free samples, video, and more." How is this any different than what a QR Code can deliver? QR Codes typically take a consumer/user to a website only because of the limited creativity of the advertiser, not because of the limited capability of the technology.

Mr. Habash, you go on to write, "The first book to use a SnapTag is Jeffrey W. Hayzlett’s Running the Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow Profits (McGraw-Hill, Jan.). In Running the Gauntlet, a SnapTag is placed at the beginning of each of the book’s 35 chapters, which send videos directly to one’s phone that feature Hayzlett explaining the core concept in the chapter." Wow, that sounds pretty creative, summarizing a chapter at a time. I guess a QR Code couldn't do that. Great that the author wants to make his book interactive, but what about offering something of additional value. Without having read the book, maybe there is something being said within each chapter whereby a next step would be referred to and, if there was a next step that required something to be paid for, maybe a coupon would be offered via the code. Just a thought.

Fifth, you quote the CEO of SnapTag saying the following, “What made this program different [from QR codes] was that it was very focused on the value exchange: what’s in it for the consumer and what’s in it for the brands. Too many QR code programs are only focused on what’s in it for the marketer.” As mentioned above, QR Code programs may be focused on the marketer only because the marketer is focused on him or herself. Again, this line of reasoning has nothing, nothing to do with the technology and everything to do with the way a marketer thinks and/or acts.

Sixth, Mr. Habash, you write, "So far, magazine publishers have harnessed SnapTags more effectively than book publishers." Other than Glamour (see article), what other magazines have made use of SnapTags from a publisher's perspective? I am not aware of any. Maybe this is a question for Ms. Skogg.

It really gets tiring reading one-sided articles like this where the author simply gets it wrong when it comes to 2D technology, let alone QR Code technology. Let's spend some more time doing our homework first, please.

BP uses AR via QR

2011-12-18T21:03:00.001-05:00

Recently, British Petroleum (BP) launched this two-page print advertisement to promote its support of the U.S. Olympic and Paralympic teams in next year's Olympics, and featured in the ad is a QR Code. There are several things in this advertisement worth discussing, so let's start with the QR Code. (Note: the left- and right-hand page of the advertisement is the top and bottom image below, respectively.)

At first glance, the QR Code looks like any other generic (black and white) QR Code but, upon closer inspection (see image below), you'll notice that in the lower right-hand corner of the code symbol is the company name Augme Technologies and a company logo. What's going on here? As other code providers have done before, it appears as though Augme is attempting to brand the QR Code itself, much like Intel used the "Intel Inside" tagline to brand the internal workings of a PC. Here, Augme wants to show consumers that they are behind the internal workings of the code, and the question could be asked, does this really matter to consumers? Will this form of branding increase the amount of scans and interaction with the code? Right now, it might mean very little, as the majority of consumers have yet to learn about and scan a 2D barcode but, in time, this may prove to be a worthwhile strategy. Question to Augme, will this form of branding be standard in all client campaigns? Does the company plan to support this form of branding through advertising much like Intel did?

Now, let's look at the code's purpose in the advertisement and what is delivered via the scan. In reading the copy that appears above the code (Scan the code with your mobile device to get the app or search bpathletes at the app store), it is not very clear as to what the app is for or about. Is it a QR Code reader app? Is it an app to help with the augmented reality (AR) experience that is being offered via the advertisement? Is it an app having to do with the 2012 Olympics? What exactly is it? Here the copy could have been much clearer because, in actuality, when the QR Code is scanned, the reader of the advertisement is brought to an app store page where they can download the app that will enable the AR experience to be viewed. Or, at least, that's the intention.

After I downloaded the app on my Android phone, I launched the app and followed the on-screen instructions to view the AR experience, but the experience never materialized. It seems as though my phone could not support the media to be shown and all I saw was an error message. No AR experience for me, bummer. How many other people experienced what I did? How does this non-experience play out for BP, as well as Augme Technologies? At times like this, I wonder if companies should provide a footnote to a QR Code and disclose which phones will or won't work with the campaign, so as to save consumers the time and effort of scanning a code, downloading apps, etc.

If the QR Code experience was not an option, the advertisement also informs consumers that the AR experience can be realized via a PC webcam but, in order to do so, no less than seven steps need to be followed (see list below).

Steps to View Augmented Reality Experience:

To bring the athletes into your world, you'll need the following:
1. A webcam.
2. The latest version of Adobe Flash.
3. Player installed on your computer.
4. Printed copies of the athlete cards.

Now you’re ready to hear from the athletes. Be sure to:
5. Turn off pop-up blockers.
6. Make sure the room is well lit.
7. Separate the cards before holding each one up to your webcam.

If people thought scanning a 2D barcode took some time and effort, how about this? While not all AR experiences are this involved, the question remains, what's on the other side of the AR scan and is it worth it? Does this question sound familiar? It should, because this is the same question that should be asked when building a 2D-based campaign. (In full disclosure, I did not launch the PC version of the AR experience.)

While it seems as though a lot of thought and effort has gone into this campaign, my question to BP is, what's the company's goal or objective? Is the company merely trying to build good will? Is the company trying to increase retail gasoline sales? What value or benefit is the company trying to provide or offer to the reader of the advertisement? In my mind, the last question is the most important, in the sense that the company is asking a consumer to invest time and effort to interact with this advertisement but for what, to see some videos of Olympic and Paralympic athletes? Not that there is anything wrong with supporting these athletes, but it seems to me that this could have been done in a much simpler and less costly way.

As a strategic marketer, I am very much in favor of using technology such as 2D or AR to further the level of engagement and interaction between a prospect/customer and a brand/product/service, but only when the technology makes sense and actually works. As with 2D campaigns, rigorous testing needs to be done to ensure that the 2D code works well on all devices and with all code reader apps, so I wonder, how much testing was done with the AR component, the real focal point, of this campaign? I also wonder how Augme went about selling BP on the technological applications that were used in this campaign.

2D Barcode Litmus Test: FAIL

Another Ho-Hum B2B Campaign

2011-12-15T17:05:00.000-05:00

Taleo, the on-demand talent management solutions company, recently launched a print advertising campaign using a QR Code. Seems like the company knows a thing or two about talent management, but less so when it comes to 2D barcodes, mobile and marketing in general.

When the QR Code is scanned, the reader of the advertisement is brought to the desktop version of the company's website. On the website, the reader can either launch a two-minute corporate video, download a white paper and/or subscribe to receive additional white papers and other intelligence. Great that these options are provided, and more or less work on a mobile device, but what if the reader wants to explore other parts of the company's website to learn more. Whoops, hard to do on a mobile phone. Seems like the marketing team just didn't want to go the distance and develop a full blown mobile site.

Nor did the company want to create anything new and different in the way of B2B marketing. This campaign wreaks of ordinary, with nothing imaginative, creative or original. As with most of the B2B campaigns that I have seen, I wonder what the real goal or objective is, and what determines success. Any guesses?

2D Barcode Litmus Test: FAIL

Questions for Microsoft Tag

2011-12-13T22:04:00.000-05:00

As a follow up to my last post, a few questions for Aaron Getz, General Manager, Microsoft Tag:

Now that Tag supports QR Codes, when will Microsoft release the number of Tag Reader apps that have been downloaded?
When QR Codes start to get scanned by the Tag Reader app in any great number, will Microsoft report those figures?
Did the introduction of Nellymoser's Universal Action Code Scanner have anything to do with this strategic move or vice versa?
Other than citing code reader app fragmentation, what else drove the decision to support QR Codes? I'm not a technologist but, isn't it rare that Microsoft would embrace an open source product?
Will Microsoft enable the generation of customized QR Codes?
What do you believe will happen to other proprietary 2D codes, namely SnapTag? Is it only a matter of time for them to either fall by the wayside or embrace QR Codes as Microsoft has?

Mr. Getz, thank you in advance for any information that you can share and/or provide.

Microsoft Tag Now Supporting QR Codes

2011-12-13T11:21:00.007-05:00

First, it was JAGTAG. Now, it's Microsoft Tag.

This morning, Microsoft Tag announced that it's supporting QR Codes all in an effort to reduce "the increasing frustration among consumers over not knowing which reader to use for which code (i.e., code reader app fragmentation, as others would term it)." Please. Microsoft's actions, in my opinion, have far less to do with simplifying things for advertisers and consumers and probably more to do with the fact that QR Codes have been eating Tag's lunch for the past 18 months or so.

JAGTAG, which is now owned by Augme Technologies, made the same realization several months ago (see article), and rolled out their own version of a QR Code. Now, the proprietary JAGTAG code is hardly ever seen in the marketplace.

What will this strategic change mean for Microsoft, let alone the 2D barcode industry as a whole? It's too early to tell, but it's sure to ruffle some feathers and have advertisers and code providers alike take notice. Stay tuned.

QR Codes On Campus - A Reply

2011-12-12T23:43:00.002-05:00

Last month, Archrival, the youth marketing agency, published the results of a survey they recently conducted titled "QR Codes On Campus." In essence, the agency showed a QR Code to about 500 students on 24 college campuses across the country, and then asked questions like: Can you identify what this is? Do you know how to use it? How likely are you to engage with these in the future? Some of the results to these questions and others indicated that:

81% of students owned a smartphone
80% of students had previously seen a QR code
21% of students successfully scanned our QR code example
75% of students said they are “Not Likely” to scan a QR code in the future

While various aspects of the survey's methodology could be questioned, my questions for the agency go straight to some of their comments, which were published on their website (see below).

Archrival: "In the midst of the growing industry pressure to force-feed these barcodes into the marketplace, we noticed a profound indifference being shown to QR codes by the one demographic that can make or break a trend — college students."

2DBS: To the research team at Archrival, where is there "growing industry pressure to force-feed these barcodes into the marketplace?" As far as I know, no one is holding a gun to a CMO's head demanding that a 2D barcode be used in their next advertising campaign. Let's get real, brands and agencies are using codes for any number of reasons, rightly or wrongly, and it's all their own doing.

Archrival: "QR codes do enjoy a high-level of awareness among college students yet only a fraction (21%) could properly scan and activate the code. Why the discrepancy? According to our findings, students simply struggled with the process. Some didn’t know a 3rd party app was needed, many mistakenly assumed it could be activated with their camera, and others just lost interest, saying the activity took too long. This could be why 75% of students said they were “Not Likely” to scan QR codes in the future."

2DBS: Why the discrepancy? I'll tell you why the discrepancy, because marketers/agencies are not willing or wanting to help educate consumers, regardless of age or level of technological experience, about QR Codes and 2D barcodes in general. All they are willing to do is publish a code and cross their fingers with the hope that consumers get it. Were any scan instructions provided in the survey? Of the 21%, would they scan again, do they find codes useful?

Archrival: "These are serious barriers marketers must account for and overcome if they plan on incorporating QR codes into any strategy that targets young consumers."

2DBS: Archrival, must we be so dramatic? The only "serious barriers" or barrier for a marketer to account for and overcome is to develop a 2D campaign which offers value, meaning, relevance and benefit via scan resolve content that can be delivered seamlessly from end to end (i.e., from the moment the code is first seen on a printed page to the time the whole 2D/mobile experience ends). And, this goes for any and all age groups, not just the youth market. Is cost a barrier? Maybe. Is technical capability a barrier? Maybe. Is internal resources a barrier? Maybe. Is the development of a mobile website a barrier? Maybe. If and while all of these can be considered as barriers, my response to a marketer is that unless these other types of barriers can be overcome then don't bother using 2D technology. (Oh right, but there's that industry force-feeding again, so what difference does it make?)

Archrival: "Remember, when it comes to trends, especially those in the tech fields, adoption doesn’t trickle down to college students but rather the other way around. The college campus is what drives our popular culture — always has, always will. Without adoption or buy-in from this segment, a product will continually struggle for relevancy."

2DBS: Not for nothing but, who owns the majority of iPads and/or tablets in the U.S.? Studies by comScore and Nielsen indicate that the majority of owners were older than college age. To me, it doesn't seem like the iPad, or tablets in general, are struggling for any kind of relevancy.

Archrival: "Unless QR codes become easier, more nimble, and can provide content that engenders a more meaningful connection to the brand or product, students will continue to shower them with apathy."

2DBS: Frankly, I am not sure how much easier a QR Code can become. Once you know how to scan a code the process is very easy. If it is a matter of getting a consumer, of any age, to scan his/her first code, therein lies the rub. This is when it is up to marketers to take it upon themselves and work to educate the consuming population on what QR Codes are, how to scan them and how useful they can be. Ah yes, the "serious barriers."

Other than the comments above, to Archrival and others, I would say, take this research with a grain of salt and know that as with most anything that's marketing related it's all a matter of trial and error, learn and adjust, overcome and adapt. There are no single or simple solutions, for any target market, product, service or technology, and all 2D technology is is another form of direct response which, if developed and executed correctly, will serve to increase the odds of campaign success (i.e., achieving the desired marketing or sales goal or objective).

Who's Behind This QR Code

2011-12-11T23:58:00.001-05:00

Last week, I ordered some items from Diapers.com. When I received the package, there was an insert from Rosetta Stone, the foreign language company, or at least that's who I thought the insert was from at first. Upon closer inspection, the insert was co-branded with Barnes & Noble and when the QR Code on the insert was scanned, it linked me to a Barnes & Noble mobile website.

Judging from the insert, it seems as though Rosetta Stone mass produces these inserts and provides space for customization by the retailers that carry their software and materials, or that's my guess. Regardless, the insert is all about promoting and selling Rosetta Stone software.

When I am linked to the Barnes & Noble site, I am brought to a product shopping page that features Rosetta Stone online subscriptions and software packages. When I click on a number of different links on the page, they all seem to go to the company's main website, the desktop version. Why is that? As a reader of the blog once commented, "If you start on a mobile page, end on a mobile page." There is no reason, other than sheer laziness, for a company to link a mobile page to a desktop page. Sure, the company can site cost, resources, development capabilities, time, etc., etc., as to why a full mobile site was not created and to that I say, "rubbish." Either you commit fully to a mobile platform or you don't. Either you want to provide an ideal client/brand experience via mobile or you don't. So, what's the problem?

Overall the company's mobile site offers a great deal of information and enables mobile shopping, but again, why the need to jump back and forth between platforms? With respect to the QR Code, the company, I assume Rosetta Stone, did list a call-to-action (Proven to work. Prove it to yourself.), but no copy as to how to scan the code and what it will link to. Also, with all of the discounts that Barnes & Noble and/or Rosetta Stone seem to be offering, why not make mention of it on the insert to drive additional interest and/or incentive to scan the code and learn more?

With a product such as this (i.e., foreign language software), it seems to me that the scan resolve content could have been much more creative and interactive than just linking a consumer to a simple product page. Why not enable a demo of the product right there and then on a consumer's mobile device? Or let the consumer play a foreign language word or sign game, or offer a chance to enter a contest and win something foreign language related, like a trip aboard. Linking a 2D code to a home page or product page is just another way for marketers to say, "we're lazy," and my question then is, can marketers afford to be lazy?

2D Barcode Litmus Test: FAIL

What Value is Delivered via Social Badges

2011-12-09T03:04:00.000-05:00

Look at most any brand or product advertisement today and chances are you'll see badges for Facebook, Twitter, YouTube, Tumblr, foursquare, LinkedIn, etc. displayed somewhere in the advertisement.

When those badges are linked to or clicked on by a consumer, what value or benefit does the consumer receive in exchange from the advertiser? Is there a value and benefit to begin with? While these questions are often asked in relation to 2D barcodes, and the value and benefit that are derived from scanning a code, can't the same question be asked when advertisers make use of these social-based badges?

If each of these badges, as well as 2D barcodes, represents and acts as a marketing channel/direct response mechanism then shouldn't some form of value or benefit be delivered or provided to the consumer via the badge? Sure, there are some advertisers who do a very good job in offering and delivering discounts, promotions, exclusive offers, special content, etc. to consumers who find their way to the badge link pages, but it seems as though this is only a handful of companies. To me, it seems as though the vast majority of companies just want to talk or make mention of their socially related web sites or pages, but have little interest in proactively delivering something of real value and benefit back to the consumer.

Is this a fair assessment and question to ask of what's going on? For some reason, and rightfully so, it seems appropriate to offer and deliver something of value and benefit to a consumer in exchange for the time and effort they make to scan an advertiser's 2D barcode, so again I ask, why should responding to a social badge be any different? Your thoughts.

How Adweek Reports About QR Codes

2011-12-08T11:12:00.002-05:00

For an on- or off-line publication such as Adweek, I would like to believe that editorial space is at a premium and that the articles published are reviewed and edited by someone for value and content. Yesterday, I noticed an article on Adweek's website by staff reporter Lucia Moses titled "QR Codes Getting More Use in Magazines" and, as great as it is to read a relatively pro-QR Code (2D barcode) article, I'm troubled by the terms Ms. Moses used and how convoluted the article seemed. Below is the article with my comments interspersed in bold italics.

QR Code Getting More Use in Magazines - Effectiveness remains a question, though

Interactive barcodes have been popping up more in magazines—Meredith Corp. has just announced it had selected Microsoft Tag as the 2D barcode standard across its magazines—but some questions still remain about its impact as an advertising tool.

Mobile barcodes link ads or content in magazines to digital editorial and advertising content when a reader swipes the page with a mobile device. Meredith has already used Microsoft tags in its publications like Better Homes and Gardens, Traditional Home, and Family Circle, and for its part, it claims that of people who snap on the ads, 10 percent to 20 percent view or use the ad in some way. Meredith wouldn't reveal what percent actually snap on its ads though.

Interactive barcodes, 2D barcodes, mobile barcodes, well, which one is it? Microsoft Tag or Microsoft tag? Here again, which one is it? Also, what is it to snap on an ad? Or, do you mean scan an ad? And, what is meant by swiping the page with a mobile device? Does a consumer have to swipe the page or swipe a code? If it's meant to swipe a code, well, here too, what does it mean to swipe, because swiping and scanning are two different things with a mobile device?

GfK MRI Starch recently released data confirming that QR codes, or snap tags, are showing up more in magazine ads.

From January to August, MRI measured more than 72,000 ads. Five percent of them contained QR or snap codes, up from 1.3 percent in the second half of 2010. And the mere presence of the codes seems to get readers more involved with the ads containing them—of those who saw an ad with a mobile barcode, 5 percent took a picture of it with their cell phones.

What's a snap code? Is taking a picture of the code the same as scanning a code, because scanning and picture taking are two different things?

By comparison, 14 percent who saw an ad visited the advertiser's website and 20 percent of readers who saw an ad with a scent strip tried the strip. However, websites and scent strips have been around a long time and people are used to them, whereas QR codes are relatively new and may require the user to download software to access the code.

Yes, a consumer/user may have to download software to access the code, but this has less to do with scan rates than an advertiser first explaining what a code is, where it will lead a consumer and why a consumer should scan a code in the first place. Yes, there is no doubt that the downloading of software plays a part in scanning, but this is the last piece of the puzzle. If it so happens that app download is such an issue, advertisers can simply fix the problem by providing app download information along side the code.

The tags don’t bring additional consumer attention to ads, though. An average of 52 percent of readers read or saw an ad with a mobile barcode—just below the 54 percent who saw any ad.

When you say "tag" are you referring to Microsoft Tag, 2D barcodes, mobile codes, interactive codes, QR Codes, snap tags? So, of the 52% only 5% scanned a 2D barcode? Is that what this report suggests?

Question to Ms. Moses, while I have not seen the MRI research, the biggest question I have is, how many people were surveyed? It's one thing to know how many ads were reviewed but, what about the people themselves? Was this a national survey, are there demographics to report, is there information about a respondent's experience level with codes, etc., etc.? Again, great that 2D barcodes are attracting attention within the advertising community, but an article such as this leaves a bit to be desired with respect to thoroughness and in depth reporting.

For the players at home, an interesting sidebar, when you look at the article link above you'll notice that AT&T is advertising their 2D barcode products. As of late, I have seen a lot of advertising from AT&T for their barcode program and I wonder if they are gaining any traction in the space.

Mobile Marketing Association Awards

2011-12-07T14:31:00.000-05:00

Last month, the Mobile Marketing Association, a global trade association for the mobile industry, announced the winners of their 7th Annual Global Mobile Marketing Awards for Innovation, Creativity and Leadership, now referred to as "The Smarties," and it is interesting to note that only one campaign out of the 56 winners made use of 2D barcodes, QR Codes to be exact, in any prominent way.

In the promotion category, Mars Canada and Proximity Canada, the second runner-up, placed QR Codes on billboards throughout the city of Toronto, as part of the "M&M's Find Red" campaign (see image below).

While the use and acceptance of 2D barcodes continues to grow, it will be interesting to see if more than one 2D-based campaign will make the cut and be voted a winner at next year's awards ceremony.

Lastly, speaking of awards, please submit your nomination for the 2nd Annual Best Mobile Barcode Campaign Award by Friday, December 23rd. This highly prestigious award (my humor) will be bestowed upon the one campaign, regardless of industry or orientation (i.e., B2C or B2B) that goes above and beyond in delivering value, relevance, benefit and meaning through a seamless interactive experience via a 2D barcode. Who will take home the check for $250,000 (my humor again)?

Note: Because I did not review all 56 of the MMA award campaigns in depth, others may have used 2D barcodes as well.

Mobile Barcodes and Public Relations

2011-12-06T12:10:00.001-05:00

Today, Nellymoser issued a press release which announced a recent 2D barcode campaign that the company built for SHAPE Magazine's 30th Anniversary “Smart Sweepstakes.” While the results of the sweepstakes campaign are impressive with over 400,000 entries, which Nellymoser claims to be a record, the item that I would like to focus on is the press release itself.

Of all of the 2D-based campaigns that I have scanned and/or reviewed, I'd say that 99% of the companies that are behind these campaigns fail to proactively leverage their respective 2D campaign for public relations purposes. And, the question I ask is, why? If a company's 2D campaign is well-executed, original, innovative, of value to the consumer, etc., why not consider it newsworthy? With nothing to lose other than a little media attention and/or social sharing, why not take a few moments to craft a press release and talk about the 2D campaign? Sure, a company is not going to publish a press release for each and every advertisement that it creates and places, but if it's the first time that 2D is being used or 2D is being used in a new and different way by the brand then, why not leverage it? Consider what happens come Super Bowl and how advertisers and/or sponsors make their intentions known.

When it comes to 2D best practices, I am probably the only marketing strategist out there who believes that proactive public relations should be considered a best practice and implemented where and when appropriate. What's your thought?

NFC to Eclipse QR Codes - A Reply

2011-12-05T14:00:00.000-05:00

Last week, an article was published on MediaPost Publications by Mark Walsh titled, "NFC To Eclipse QR Codes." In the article, Mr. Walsh repeatedly cites a recent Yankee Group study, which makes the case for NFC and how the technology "will eventually trump QR Codes in terms of usability, security and capacity." Not for nothing, but I believe Mr. Walsh (and Nick Holland, the author of the Yankee Group study) is way off base. Why? Simple. It's not a zero sum game.

As I often tell clients and readers, it's my belief that QR Codes and NFC can coexist in the marketplace, as well as in a marketer's tool box. Between the two technologies, they each have their own set of advantages and disadvantages, and each one may or may not serve to accomplish the goals and objectives of a certain situation or campaign, either standalone or in tandem. Why people feel the need to place "bets" or make predictions on the future of QR Codes, NFC, augmented reality, etc. I have no idea. Sure there is business to be had by QR Code and NFC providers but, from a marketer's perspective, that should not matter, or it should matter less. What should be most important to a marketer is that he/she learns about and understands the capabilities, functionality, cost and best practices that are associated with each technology and how and why either technology can or should be used to establish a remarkable brand/mobile/interactive experience.

Each technology has its own merits but, beyond this, what's really at play is the print to digital experience itself and the content that stands behind the technology. An advertiser can make use of the hottest technology on the market, but if the underlying campaign offers very little to the consumer or is poorly implemented then it will all be for naught and the brand will suffer in the long term.

A Costly QR Code Experience

2011-12-04T21:45:00.000-05:00

As a lover of rare and old books, I always enjoy reading through Bauman Rare Book's advertisement found on the back of the Book Review Section of Sunday's New York Times. This week's advertisement featured a QR Code which, when scanned, linked to the company's 36-page digital gift catalogue.

As wonderful as it may be to view a digital publication such as this on a desktop platform, this type of digital output does not work well or even belong on a mobile platform. Yes, the pages (eventually) loaded on my mobile phone, but the functionality that is offered for desktop viewing hardly translates well on a mobile phone. So the question needs to be asked, why did the company's marketing team choose to take the easy way out and just link the QR Code to preexisting desktop content?

While there is little doubt that a lot of time, money and resources went into the development of the company's digital gift catalogue, what's more costly, these development expenses or the cost of disappointing a potential customer with a less-than-ideal 2D/mobile experience and the chance of missing out on a sale? In my mind, it's the latter.

When building a 2D campaign, it's essential to do so from the consumer's vantage point, not the company's and not the marketers, period. If Bauman's marketing team really took the time to view the code's scan resolve content then they would know first hand, and quickly at that, that the scan content in this format simply does not work. Could a mobile website have been created to hold the intended scan resolve content? Yes, it could have been.

2D Barcode Strategy Litmus Test: FAIL

This Year's Best Mobile Barcode Campaign

2011-12-02T14:26:00.000-05:00

With just a few more weeks left before year end, it's still not too late to submit what you believe is the best mobile barcode campaign for the year. Currently, there are only a handful of campaigns in the running for Best Mobile Barcode Campaign 2011, so whether it's a campaign that your company/agency developed and implemented, or it's a third-party campaign that you believe deserves to be noticed, by all means please nominate the campaign and submit an overview by Friday, December 23rd. The winner will be announced shortly after the New Year.

Thank you in advance for your nomination and may the best campaign win.

QR Code for Kids

2011-12-02T14:13:00.001-05:00

In this month's issue of National Geographic Kids, the publisher uses a QR Code to enhance, and bring to life, one of the magazine's feature stories. What I like about this "campaign" is that the publisher has provided children and adults with five simple, yet detailed, steps on how to make use of the QR Code (see second image below).

When the QR Code is scanned, the child and/or adult is brought to a video, which provides more information about the feature story's main subject...lions. But, after the three-minute video plays, which did have some buffering issues, no links are provided for the child and/or adult to view any other information, either about the subject matter, the magazine, anything. This is one of the biggest fail points of a 2D campaign, regardless of whether or not it's B2C or B2B, when a video is shown, and there are no links to be made or used afterwards. To me, it's almost like starting a conversation with someone and saying hello, but then after that nothing more is said or done.

The video could have easily been linked to the magazine's website, another video about lions, a page to purchase a book on lions, a discount to a local zoo to see lions in person, a social share widget, etc., etc.

When I first saw the level of detail in the code scan instructions, I thought, great, this publisher gets it, but it did not take long for my excitement to get dashed to pieces.

2D Barcode Litmus Test: FAIL

No Wonder American Airlines Filed for Chapter 11

2011-11-30T21:06:00.000-05:00

This article has nothing to do with 2D barcodes, but it does have strategic marketing written all over it. I welcome your comments.

In the wake of American Airlines' announcement that it filed for reorganization under Chapter 11, I received the email below from Maya Leibman, President, AAdvantage Loyalty Program. If you take a minute or two to read the email, perhaps you will come to the same set of conclusions that I did and want to ask Ms. Leibman the same types of questions that I want to. Granted, Ms. Leibman does not represent the entire company, only the loyalty program, but regardless, I believe my questions are valid and worth asking.

Question: Why should it be "business as usual at American throughout our reorganization process?" Isn't it due to the "usual business" that American now has to file for Chapter 11? Wouldn't the norm be the last thing that American would want to do?

Question: Ms. Leibman states, "As we and all airlines routinely do, we will continue to evaluate our operations and service, assuring that our network is as efficient and productive as possible." If that's the case then why is it necessary to file for Chapter 11? It seems as though someone dropped the ball in the past, and more than once. Obviously, the network was not running as efficiently and/or productively as possible. So, now what?

Why do airlines have such a hard time operating in a profitable manner for an extended period of time? Are there so many variables, known and unknown, that cannot be properly expected, planned for and managed? It can't all be about the relative price of fuel and whether or not the company hedged correctly. We can put a man on the moon, but we can't manage an airline successfully? Just strikes me as odd.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Dear AAdvantage® Member,

As you may know, on Tuesday, November 29, American Airlines filed for reorganization under Chapter 11. We took this action as part of our efforts to secure our long-term success in delivering the highest standards in air travel. We are committed to meeting your travel needs with outstanding customer service and safety, and it will be business as usual at American throughout our reorganization process. More than 80,000 people at American appreciate your loyalty and look forward to continuing to serve you.

We want to assure you that your AAdvantage® miles are secure. The AAdvantage miles that you've earned are yours and will stay yours, subject to usual policies, until you choose to redeem them for a great award with us. Likewise, your elite qualifying miles and your elite status, including lifetime status granted under the Million MilerSM program is secure and remains intact. You will continue to earn miles through all our existing AAdvantage participating companies and you will be able to redeem those miles for the same great awards — flights, upgrades, car rentals and hotels just to name a few. And, throughout the coming year, we will be adding even more opportunities to earn miles, as well as new ways to redeem those miles.

American is honoring all tickets and reservations as usual, and making normal refunds and exchanges. And, we intend to maintain a strong presence in domestic and international markets. As we and all airlines routinely do, we will continue to evaluate our operations and service, assuring that our network is as efficient and productive as possible. Additionally, relationships with our oneworld Alliance and other codeshare partners are continuing to provide you with opportunities to earn and redeem miles for travel to hundreds of destinations worldwide, and we are honoring all tickets and reservations for travel on our partner airlines as usual. For information about American's reorganization process, please visit AA.com/restructuring.

Even more importantly, we remain committed to providing a superior customer experience with a focus on delivering what our customers value most — the newest fleet with our upcoming aircraft deliveries, network strength in the important cities of the world and world-class products, service and technology.

American Airlines has a proud history, and we will have a successful future. All of us on the American team thank you for your loyalty and we look forward to welcoming you aboard soon.

Sincerely,
Maya Leibman
President — AAdvantage Loyalty Program

What's Missing From This QR Code Campaign

2011-11-29T11:27:00.000-05:00

Back in April, I wrote about Goldman Sachs and how the company used a QR Code, a very small and dense code at that, in a newspaper print advertisement (see article). Now, I see the company is running a very similar campaign, but the QR Code has been properly sized and is much less dense than the original one which, in turn, will allow for easier, faster and more successful scanning. But, as good as all of this may sound, there is still one small glitch.

When the QR Code is scanned, the reader of the advertisement is linked a 4:40 long video, which played nicely on my phone, but at the end of the video there is no method by which the reader of the ad (i.e., a prospective business consumer) can get in touch with Goldman Sachs. There is no contact request form to complete, no dedicated 1-800 telephone number to call, no email address to write to, nothing. Is sales lead generation not the cornerstone of B2B marketing?

At this point, I feel as though I sound like a broken record, because recently I reviewed a few other B2B campaigns and the same flaw was detected...no tool to allow prospects to qualify themselves for future contact. Although I see this as a flaw, perhaps I just don't know what the true goals and objectives are of the campaign. Does Goldman Sachs' marketing team know? Maybe they can enlighten us.

2D Barcode Litmus Test: FAIL

Why SnapTags Are Replacing QR Codes - A Reply

2011-11-28T14:32:00.001-05:00

How many times does it have to be said...QR Codes can be customized with a brand's logo and/or colors. Why do people such as Jeff Hayzlett, Celebrity CMO and CEO, The Hayzlett Group (whatever 'Celebrity' is suppose to mean?), continue to believe that QR Codes can't be customized with a logo and/or corporate colors?

Recently, Mr. Hayzlett published a Trend Watch article for iMediaConnection titled, "Why SnapTags are Replacing QR Codes" and, in the article, he sites a campaign by Glamour magazine where a SnapTag was used and how it was received by the magazine's readers. According to Mr. Hayzlett, "...over 100,000 code activations, 50,000 Facebook likes, and 500,000 interactions of some kind including code scans and peer sharing" came as a result of using a SnapTag, which featured a Facebook "like" logo (see bottom right-hand corner of the cover below).

If you are unfamiliar with SnapTags, the idea is that a company's logo is placed in the center of a notched circle, and the SnapTag can either be read with SnapTag's proprietary reader app, or a picture of the code can be taken and then sent to a short code. The short code reply email provides the consumer with the intended advertising or promotional information. If this sounds like JAGTAG all over again that's because it is very similar.

Do SnapTags look cleaner and more simple than a QR Code, as Mr. Hayzlett suggests? That all depends if you are comparing apples to apples. Yes, a SnapTag will look better than a generic black and white QR Code, but a customized QR Code could look just as clean and just as simple as its SnapTag counterpart. And, if done correctly, a customized QR Code can be just as easy to scan and the analytics can be just as deep, as that of a SnapTag.

Great that Glamour's SnapTag encountered 500,000 interactions of some kind, but can we be a bit more specific (i.e., how many magazine subscriptions were generated, how many advertiser products were sold, etc., etc.)? One 2D barcode campaign after another reports total number of scans, but few, if any, go beyond that and report what marketers, advertisers, publishers, etc., really want to know, what was the revenue generated as a result of the campaign? Of course, no one will make this claim, so we are left with scan rates that are virtually meaningless and somewhat out of context.

Based on my research, and as agnostic as I try to be in the 2D barcode space, I would say that SnapTags are hardly replacing QR Codes anytime soon and, even if they were, Mr. Hayzlett would need a lot more evidence than this one campaign to support his Trend Watch claim.

A Must Read For Companies Interested In 2D Barcodes

2011-11-25T06:15:00.001-05:00

A few days ago, Nellymoser announced the release of their latest piece of 2D barcode research, which is titled "Mobile Action Codes in Advertising."

The research is based on a survey of the top 100 magazines in the U.S. and the analysis of every advertisement that was placed in those publications during Q3 2011.* In conducting this research, Nellymoser scanned every QR Code, Microsoft Tag, SnapTag, BEE Tag, JagTag and Digimarc watermark that was found with an iPhone or Android device, and activated every campaign, ran every video and visited every scan resolve page. This continues to be the most comprehensive study of 2D barcodes that I have yet to see, as the company provides updates quarterly. For those individuals or companies who may be interested in making use of 2D technology, there is a great deal of strategic and tactical information, insight and suggestions that are provided in the research, and it should not be missed.

Thank you Nellymoser for such thoughtful, and time consuming, work.

*Nellymoser limited the study to monthly issues readily available on newsstands nationally. This eliminated publications that require a membership, such as AARP magazine, as well as some regional titles. In most cases, Nellymoser subscribed to the magazine. For the purposes of this study, Nellymoser refers to this list of magazines as the Top 100.

AT&T, You're Welcome

2011-11-23T17:47:00.000-05:00

The other day, a fan of the blog forwarded to me a direct mail piece that she received from AT&T (see below). Notice anything strange about the piece? Notice the 2D barcode being used is a QR Code? This is now the second time in less than a month that I have seen AT&T make use of a QR Code (see article).

What's going on at AT&T? Has the company abandoned the Data Matrix code for the more popular QR Code? Have they made changes to their Mobile Barcode product offering to reflect this change? Have they abandoned their relationship with MobileTag? Is this a move to catch up and become more competitive in the space? With all that I have written about AT&T (see here, here and here), questioning their platform and making suggestions related to the use of QR Codes, it would have been nice to at least get a thank you from AT&T for the free advice and input. (That's a joke.)

If you were curious to know what the QR Code resolved to, your guess is as good as mine, I could not get it to resolve.

ShoreTel uses QR Code

2011-11-22T15:11:00.000-05:00

ShoreTel, a provider of "brilliantly simple Unified Communications (UC) solutions," their words, not mine, might wish to rethink how they "communicate" with B2B consumers via their latest print advertisement, which features a QR Code. This B2B advertisement, like so many that use 2D, fails, and does so on several levels. Let's take a closer look.

First, the call-to-action, if you want to even call it that, simply reads, "Watch video." Gee, that's enticing. Where's the incentive, the offer, the anything, which will help to motivate a business consumer, so that they are truly interested and wanting to take the first step and scan the code? Second, when the code is scanned, the reader of the advertisement is treated to a 30-second self-promotional corporate video, which does not say much and offers even less. And, besides that, I could not even load it on my mobile phone...the download took more than a minute and I stopped bothering at that point. Third (if the reader of the ad gets this far), at the end of the video, here too, there is nothing to be offered...no link to a main website, no sales offer of any kind, no form to fill out to request more information, etc., etc. Not a lot of creative thinking going on here and what a shame. There's certainly a lot of valuable content being offered on the company's main website, but why not here? Oh, that's right, there is no mobile website to hold it, just a landing page with a video to show.

As surprised as I am that the company at least has the sense to list a mobile URL for non-smartphone users or for those who do not have a QR Code reader app, the remainder of the campaign/experience is rather disappointing. Why B2B companies loose sight of fundamental B2B marketing practices (i.e., sales lead generation), I haven't a clue, but as I have written in other articles, perhaps business is so good they really don't need to fill the lead pipeline. Mr. Gavin (ShoreTel's CMO), care to chime in?

2D Barcode Litmus Test: FAIL

Making a Statement with a Lego QR Code - A Reply

2011-11-20T22:25:00.001-05:00

Last week, I read an article about QR Codes in the "Opinion"section of a well-regarded marketing/advertising blog, and there was one statement in the article that I would like to discuss, because I believe many people seem to make the same mistake and often site this as the reason why QR Codes will never become mainstream.

In the article, Bethany Simpson, the author writes, "I wish QR codes were being used in cooler ways. They have the potential to be very entertaining and sticky. But few companies are doing it right. (Granted, there's not a universal QR code reader. And other problems.)." Question to Ms. Simpson, what exactly do you mean by "a universal QR Code reader?" Are you referring to the fact that there are dozens and dozens of QR Code reader apps on the market, as opposed to just one? Or, are you referring to the fact that a QR Code reader cannot universally detect and scan all 2D barcodes (e.g., QR Codes, Microsoft Tag, SnapTag, Data Matrix, etc.)?

If you are referring to the magnitude of QR Code reader apps on the market, in essence they can all read QR Codes. Granted, some might scan better or easier than others and offer slightly different functionality, but the idea is that they can all handle QR Codes in a universal sense. If you are referring to having one QR Code reader app that can universally read all types of 2D barcodes then you should know that Nellymoser recently announced their Universal Action Code Scanner. This app, the first of its kind, enables consumers to scan QR Codes, Microsoft Tags and some others, all from the same reader app.

Regardless of how many and exactly what kind of reader apps that are on the market and/or preloaded on mobile devices, the successful and effective use of 2D technology really boils down to the value and benefit that is delivered via the code/campaign/experience, and that the mobile experience is optimized from end to end.

Ms. Simpson, with all due respect, I fail to see the point you are trying to make regarding a universal QR Code reader, and I am unclear as to how your entire article really serves as an opinion piece. Care to clarify?

Microsoft Tag used by Bose

2011-11-19T06:44:00.000-05:00

Recently, Bose, the audio products and technology company, launched this print campaign, which features a Microsoft Tag. Could it be, two campaigns in a row that are worthy of a Litmus Test Pass?

When the reader of the advertisement scans the Tag, they are linked to a mobile website and are brought directly to the product page for the product shown in the advertisement, a Bluetooth headset. On the product page, the reader can purchase the product right there and then, read a detailed product overview, view product features, see what else comes in the box, review manuals and owner information and learn about other accessories. From the mobile site in general, the reader of the advertisement can also find a store, access the main website and access customer support. Wow! Go figure, some thought actually went into this campaign.

The mobile website that Bose developed should serve as a model for most other consumer product companies making use of 2D technology, and the only comment/suggestion that I have is to add customer product reviews and widgets to enable social sharing.

With respect to the Tag itself, the call-to-action ("Scan to learn more") could have been a bit stronger and some descriptive copy could have gone with the Tag, but at least a mobile URL is given, as is a 1-888 telephone number. Also, perhaps a purchase incentive could have been offered, as it is on other product pages.

Overall, a well done campaign and certainly a contender for the prestigious Best 2D Barcode Campaign of 2011 Award, which will be announced in the next few weeks. Stay tuned.

2D Barcode Litmus Test: PASS

Excellent use of a QR Code by Tervis

2011-11-17T07:21:00.000-05:00

Tervis, the manufacturer of high-tech drinking tumblers, recently launched a new print campaign, which features a QR Code. After quite a dry spell, here's a 2D campaign worth mentioning and taking note of.

To begin, the company puts best practice to use and includes next to the QR Code a call-to-action, information about what to do with the code and information about what's offered in exchange for scanning the code (Bring the holidays to life. Use your smartphone for holiday party tips, special holiday offers, and more.) Smartly, the company also includes a URL address for those who don't have a QR Code reader and/or a smartphone. The only other bit of copy that could have been added was, "Go to your app store to download a QR Code reader" so as to help readers locate one.

When the code is scanned, the reader of the advertisement is brought to a mobile web page that displays a message window with the following text, "Mingle with these smart people and get the holidays started right. Touch and drag to view the panorama image. OK." The panorama image is of a holiday party and the eight flashing orange touch points are found throughout the image (they can't be missed). Each touch point links to a different page, which includes: a holiday smart quiz, holiday gift ideas, product/company information, party excuse generator, how to make a giant 3D snowflake, personality plus (how to personalize a tumbler), exclusive holiday offer and holiday drink ideas. When just about any of these pages are viewed, there is a "shop now" button and a "next" button displayed on the page. When the "shop now" button is touched, the reader of the advertisement is brought to the desktop version of the company's website, which I question. Why not keep the mobile experience happening and make it easier for the reader to navigate off of a shopping page that is mobile-optimized? When the "next" button is touched, the reader is brought to a secondary page providing additional information about the product, company, etc. Also included on just about every page are widgets to share the experience/content socially via Facebook, Twitter and foursquare.

There are several items that I like/love about this campaign. First, it works. The panorama image loads correctly and operates without a hitch, as do each of the touch point pages. Second, there is descriptive copy associated with the QR Code, which serves to motivate the reader to take the next step. Third, the site has stickiness, because each touch point is different, the reader wants to spend time to discover what's behind each one. Fourth, there is value and a reward being offered via a special 25% holiday discount. Fifth, it's easy for a reader to share the campaign socially. And, sixth, the "mobile" consumer can purchase right then and there; no fumbling to get to a product purchase page.

The one major drawback to the way the scan resolve operates is that if I hit the "back" button on my mobile phone, as opposed to the "back" or "close" buttons on the scan resolve site, I loose the scan resolve site entirely and I am brought back to the code reader app viewing screen. Could this be fixed?

2D Barcode Litmus Test: PASS

Thermador's QR Code Goes Nowhere

2011-11-14T23:43:00.000-05:00

As much as Thermador, the manufacturer of high-end kitchen appliances, would like consumers to believe they are cooking with gas (sorry, couldn't help myself) in this recent QR Code-based full-page advertisement found in The New York Times, they aren't.

When the QR Code is scanned, the resolve links to a page which reads, "This site is best viewed in the vertical orientation. Please rotate your device." Great that the company wants to ensure that readers of the advertisement can view the scan resolve content in the manner in which it was intended, but I rotated my phone to the vertical orientation several times and the screen never changed. I know auto-rotation works on my phone, as I am able to rotate and view other pages in both the horizontal and vertical planes without a problem but, for some reason, it does not work here. Because I was curious to see what the 2D/mobile experience would have been like, I plugged the QR Code's URL into my laptop and was brought to a mobile landing page, where information about the current campaign is provided, as well as a "find a dealer" search button.

Regardless of the misstep above, Thermador does a good job providing readers of the advertisement with very complete information and instructions about the QR Code itself. Next to the code, the copy reads, "Scan the QR Code to find out more about One-Two-Free or go to thermador.com. To download a free mobile bar code reader, go to scan.mobi." Why other advertisers don't adhere to this best practice, I am not sure.

In regard to the scan.mobi mobile barcode reader app, it's interesting to note that this is AT&T's app. To date, I have only seen two or three campaigns specifically make use of AT&T's code reader app, but it's still unclear as to whether or not Thermador made use of AT&T's platform to actually generate and manage the code.

All in all, a good effort made by Thermador, but it's all for naught if other people had just as much difficulty rotating the message landing page and getting to the main content page. Once again, an experience like this shows the importance and necessity of testing prior to launch.

2D Barcode Litmus Test: FAIL

Macy's QR Code Campaign Fails to Deliver

2011-11-13T21:23:00.000-05:00

For the past few months, Macy's has been placing customized/designer QR Codes in many of its print advertisements (see image below) and, for whatever reason, up until now, I have not paid much attention to them. When I spotted a code advertisement in today's New York Times, however, I decided to scan the code to see what would happen. Maybe I should have ignored this advertisement like I have all of the others.

When I scanned the QR Code, I was brought to a web page that read, "This feature is not supported. Go to Full HTML Version." Why should that be? Why should I not be able to view what I believe was intended to be a mobile website? Is my HTC Incredible running Android so out of date or not programmed correctly? Your guess is as good as mine. When I touched the "Go to Full HTML Version" message, just to see what would happen, I was brought to a desktop version of the company's website, which was expected, but is far from ideal. Although I said, "I should have ignored this advertisement like I have all of the others," in actuality, I wish I had scanned the others to see if their 2D/mobile experience matched this one. Lousy.

What's also interesting to note about the Macy's campaign is that several months ago, Macy's ran a campaign with JAGTAG codes (see article), then I thought ScanLife took over the account (don't quote me on that) back in the fall, and now I wonder who's calling the shots. Based on the scan resolve URL, it seems as though Macy's might have taken the work in-house. While there is certainly nothing wrong with a brand changing agencies/vendors and even bringing work in-house, I'm just wondering why the vendors couldn't keep the business.

2D Barcode Litmus Test: FAIL

What's AT&T's Mobile Barcode Strategy?

2011-11-10T00:19:00.003-05:00

Recently, I walked past an AT&T retail store here in New York City, and in the store's front window was a sign which read, "in the network, gifts have more to give" and next to the promotional copy was a graphical image of a holiday present made out of a QR Code with a bow on top (see second image below for a better view). A question or two, if I may, to the AT&T Mobile Marketing Solutions team, what the heck is going on there and who's calling the shots?

Several months ago, I wrote about AT&T's barcode product offering (articles here, here and here) and questioned the company's use of Data Matrix codes, as well as the "proprietary" code reader app they offer (AT&T does not view it as being proprietary, but it is) and now, I'm wondering, why the sudden switch from Data Matrix codes to a QR Code in your own advertising? Has the marketing team finally found religion (i.e., coming to the realization that QR Codes far out pace Data Matrix codes in use and acceptance here in the U.S.)? Perhaps, but I'm not all too sure, as the company's strategic approach to the 2D barcode market just baffles me. Here's more.

When I Google "AT&T mobile marketing" I come to this web page, which links to nothing more than a product/solution video. When I go to AT&T's main website (att.com) and search for "barcodes" I find a different web page. And, when I search for the company's Create-a-Code page, the product page which enables people to generate their own codes, I can't even find it unless I go through a press release that I know has a link to the page. Here's a question for our players at home, do you get the sense that AT&T Mobile Marketing Solutions has absolutely no idea as to what they are doing with respect to 2D barcodes? What's the strategy here, is there a strategy? Does the company want to stand by and use Data Matrix codes or don't they? Does the company want to offer code generation to the masses or don't they (i.e., making it easy to find the Create-a-Code platform)? If the company wants consumers to scan their codes, are they going to provide them with the tools and information to do so, or are they going to let consumers figure it out themselves (there were no instructions or information pertaining to the QR Code on the store front window)?

Am I being too harsh? Sorry, I don't mean to offend, but I just find it amazing that this is what goes on inside a major brand, a leading global enterprise. I would love to know how AT&T's charter barcode program went, which I believe should be finished by now. How many charter clients stayed on and continue to use the platform? How many code reader app downloads have there been? What's scan traffic been like? Are there any use cases to review?

I suppose my reaction to seeing AT&T's store front window really has less to do with 2D barcodes per se, and more to do with the questioning of a company's strategic marketing direction, objectives and/or product offering.

Lastly, for those who may be curious. the QR Code resolved to a donation form, as the "gifts have more to give" campaign is a holiday fund raising for local charities.

Universal 2D Barcode Scanner Now Available

2011-11-08T14:57:00.001-05:00

Nellymoser, the mobile innovator and pioneer in rich media delivery, just announced the development of the Universal Action Code Scanner app which, for the first time ever, provides consumers with the ability to scan QR Codes, Microsoft Tags, Digimarc watermarks and UPC codes, all from the same scanning app. (Didn't see that one coming although many have spoken about it.)

A representative of Nellymoser told me that the Universal Action Code Scanner will be marketed towards companies, as opposed to individual consumers, and Lucky magazine will be the first company to make use of the app under the private label "Lucky Shopper." In the December issue of Lucky, which is due out later this week, the magazine will actively promote Lucky Shopper, which readers can download for free from the App Store or the Android Market. So, the idea, or excuse, that a consumer needs an app to scan this 2D code and an app to scan that 2D code, goes right out the window. Now, one app does it all.

And, if by chance the Universal Action Code Scanner app cannot detect a code, the mobile phone's camera will be automatically launched, so a photo of the advertisement, image, etc., can be taken and stored for future reference and/or sharing.

It's also interesting to mention that Nellymoser is promoting the Universal Action Code Scanner app as a companion app, meaning that the advertiser, in this case Lucky, will provide scan resolve content to consumers, via the app, which is separate, different and exclusive versus content which may already be found on the advertiser's website or on other pieces of collateral. The strategic marketing/branding idea here is that "companion" scan content will serve to enhance the overall brand and interactive experience, thus increasing the value delivered to the consumer, as well as the desire for the consumer to share the experience (i.e., content) socially.

With an app such as the Universal Action Code Scanner, and the ability to private label, Nellymoser has changed the 2D barcode playing field for not only advertisers and consumers, but for other providers and platforms as well. It will be interesting to see the affect this app has on Lucky magazine scan rates, circulation, product purchases, etc. Stay tuned.

Open Letter to CMOs - Subject: 2D Barcodes

2011-11-04T14:19:00.003-04:00

Dear Chief Marketing Officer:

Over the past year and a half, I have been actively researching, reporting and consulting on the strategic and tactical use of 2D barcodes (e.g., QR Code, Microsoft Tag, etc.) for advertising, promotion and general business purposes. In conducting this work, I have scanned and analyzed hundreds of 2D barcode-based campaigns, whether they be print, out-of-home, in-store, package, event, direct mail or television and, in analyzing these campaigns, I have found an inordinate amount that deliver a less-than-ideal or a less than favorable 2D barcode and/or mobile experience for the intended consumer audience. In fact, of the campaigns that I have reviewed, the ratio of good campaigns to bad campaigns is approximately 1:3.

If your company makes use of 2D barcodes, do you find this ratio as alarming and upsetting as I and many others in the industry do? If your company doesn't make use of 2D barcodes, and you look at the situation from a pure strategic marketing perspective, doesn't the degree of less-than-ideal or less than favorable campaigns strike you as odd? Odd to the point that red flags should be going up across the board. What if any other marketing-related technology, application, process or vehicle was being used to communicate a message or engage with someone, would you be comfortable knowing that existing or potential customers were interacting with the brand in a less-than-ideal or favorable way? Chances are, I doubt it.

With so much written and discussed on the topic of 2D barcode best practices and the technology in general I am hard pressed to understand how and/or why a sub-par 2D barcode experience can be signed-off on and allowed to see the light of day. If you use 2D barcodes, or even if you don't, can you explain this? I have spoken with a number of professionals across functions and managerial levels, on both the client and agency side, and have yet to fully understand what might be the cause of this. Some have said it's a matter of budget and the allocation of resources, others have said it's executive compensation and objectives and others have said the technology is still too new to fully commit to it. In my mind, and I believe I speak for many others, none of these responses can or should be used as an excuse to develop and execute a strategy or campaign that simply fails to deliver a remarkable, let alone a half-way decent, 2D barcode or mobile experience.

To know that an experience --any experience-- can affect positively or negatively on a brand, doesn't it behoove a marketing/creative team to develop the best possible 2D barcode and mobile experience? Last I checked, no one was twisting a CMO's or a creative director's arm saying, "you must use 2D technology in your next campaign or else." Would you allow other types of advertising or promotion campaigns (i.e., email, web, direct mail, television, print, package, out-of-home, in-store, etc.) to fail at delivering the best for the brand or consumers?

For companies that are using 2D barcode technology, don't your loyal and/or prospective customers demand/deserve better? For agencies that are creating 2D barcode campaigns for their clients, don't your clients demand/deserve better? Between the brand and the agency, there seems to be a gap where no one wants to tread. Why? 2D barcode technology works, and works well when best practices and marketing fundamentals are adhered to and implemented, but, for some reason, brand and agency leaders don't want to recognize this or take the time to understand the technology.

As a marketing executive who has devoted a tremendous amount of time studying this technology, I have one suggestion: The next time your company or a client wishes to use 2D barcodes please take the responsibility of learning about the technology and allocating the necessary resources beforehand, so that only a winning 2D campaign is created and implemented. By winning, I am referring to a campaign that delivers value, meaning, benefit and relevance to the intended consumer audience via the 2D barcode and mobile experience, and that the experience, as a whole, works seamlessly from end to end. After all, isn't this the way you yourself would want to experience the technology, and the brand, if you were to take the time and make the effort to scan a 2D barcode?

Lastly, from a pure return-on-investment perspective, which CMOs are being held responsible for now more than ever, don't you believe a 2D barcode campaign that is given some forethought and executed correctly will derive a greater return or response than a campaign where the thought to place a 2D barcode in the advertisement is done at the last minute, and it's left to chance as to whether or not the code generates any response or return? My hunch, you believe in the former.

If you wish to ask questions or comment about the information and suggestion discussed above, by all means, please contact me.

Respectfully yours,
Roger Marquis
Founder, 2D Barcode Strategy

Marketing with QR Codes

2011-11-02T13:43:00.001-04:00

Progressive Business Publications, a leading provider of specialized information and education services, will host a webinar titled "Marketing with QR Codes," and I am pleased to announce that I will be their featured guest.

To learn more about the one-hour webinar and to register for the event, please click here.

Date: Thursday, December 1
Time: 1:00-2:00 PM (Eastern Time)

2D Barcode Metrics Twitter Chat Transcript

2011-11-02T04:34:00.000-04:00

Below is a transcript of the Twitter Chat (#TagChat) I had with Nick Martin of Microsoft Tag. The chat was pretty straightforward and there were no real questions to be had from the audience. Should you have any questions or comments, by all means, fire away.

(Note: I omitted a few lines of the introduction and grouped some lines to make it easier to read.)

Nick: Hello all! I’m excited to welcome Roger Marquis of 2d-barcodestrategy.com as our first guest on #TagChat.

Nick: Let’s get started! I’m going to be asking @r_marquis a few questions about the 2D barcode space and metrics for success.

Nick: First let’s start with a couple high level questions: What are the most common mistakes you see made with 2D barcodes?

Roger: Nick, thank you for the introduction. Glad to participate.

Roger: The most common mistakes with 2D barcode campaigns, in no particular order, include: No call-to-action in regard to code, no information to help understand code and how to scan it, no value being delivered via code scan resolve, no alternative for feature phone users and no testing to verify code works correctly. These would be the most common mistakes.

Nick: What does the 2D barcode space need the most to really spur adoption?

Roger: To spur adoption, people often look only towards consumers and scan rates, but there's more to it than that. The issue is three-sided between consumers, advertisers and code providers.

On the consumer side, as the number of smartphones keeps increasing, so too will the number of consumers who are capable of scanning a code. Consumers must be repeatedly exposed to 2D campaigns that work and work well. Campaigns that fail to deliver become one more hurdle to quicker and more wide-spread adoption. For first time users, there must be an easy way to locate, download and make use of a code reader app.

On the advertiser side, while not a requirement, advertisers should help to educate consumers about 2D codes. By educate, I am referring to stating which type of code that is being displayed (Tag, QR, etc.), where to locate/download a code reader app, what to do with the code and where the code will link to and what benefit will be derived from scanning the code. Also, as mentioned above, meaningful, beneficial and relevant campaigns are needed, repeatedly, to help spur adoption. Beyond all of that, advertisers need to adhere to best practices to ensure a well-received, seamless 2D code/mobile experience from end to end.

On the code provider side, the providers need to help advertisers better understand the advantages and disadvantages of the major code types (e.g., open source vs. proprietary) and the technology in general. Yes, some of the major providers share basic information like quarterly scan rates and percentages, but additional information could be useful to an advertiser. For example, if an advertiser knew how many Tag reader apps were installed vs. QR Code reader apps this might help in the decision making process. Another example, if providers were able to collect blind data from their clients, aggregate and report the data this too might help in the decision making process, as well as the overall adoption of codes by advertisers. Instead, advertisers are left to their own devices to figure out what's best or what's considered a success and this can play a role in slowing down, not spurring, adoption.

Nick: What is your advice for brands/agencies trying to determine metrics for a 2D barcode implementation?

Roger: Before trying to determine metrics, companies need to determine and understand their own goals and objectives. Too often, I’ll see a campaign and have absolutely no idea as to what the advertiser's goal or objective is. Because a 2D barcode gets placed in the ad does not mean that goals and objectives are any less important. Once the goals and objectives are set, it should be relatively easy to then define the metrics.

Nick: What approach do you take to define metrics for a campaign?

Roger: Once goals and objectives are known it then becomes easy to set metrics. For example, the metric could be number of scans. Or the metric could be time on a website, or download of content, or sign-ups, or redemption of coupons. Or the metric could be did the ‘A’ version of the campaign pull better than the ‘B’ version. What’s also important with regard to metrics is the building of historical benchmarks. From one campaign to the next, benchmarks can be constructed and it is from these historical benchmarks that new metrics can be judged.

Nick: What implementation would you consider the best to date & why?

Roger: One of the best implementations I have seen is a campaign by FirstBank in Colorado, which was done last year. This campaign was purely service and value-add driven, as the bank looked to sell nothing via the campaign. The campaign consisted of 2D barcode billboards that were placed in the terminals at Denver International Airport. When codes were scanned, travelers link to crossword puzzles, Sudoku puzzles, works of literature, all at no cost. Over time, the codes would link to different puzzles and stories, so as to keep the campaign fresh. The campaign was a great success and I was told that it was extended several months past the original end date.

Nick: What is your biggest piece of advice for anyone considering using 2D barcodes?

Roger: The best advice I can give people is the following:

Learn the technology
Learn both technology and marketing best practices
2D campaigns should not be one time only
Test and experiment from one campaign to the next
Dedicate people/team to manage and be responsible for the use of 2D
Develop a campaign from consumer’s perspective and ask what’s in it for them
Campaign must be mobile optimized from end to end, don’t force desktop content on to a phone
Through the code provide value, meaning, relevance, benefit, etc.
Determine what makes the most sense, generate and manage codes in house or through a provider

Nick: Roger, thank you for being our first guest on #TagChat.

Roger: Thank you and to those that participated.

Darden School of Business uses QR Code

2011-11-01T21:21:00.001-04:00

Darden School of Business recently launched this print advertisement, which features a QR Code.

Let's go straight to the 2:25 minute You Tube video code resolve. The video features a second-year MBA student talking about the school's MBA program and a couple of aspects of the program, which she believes sets the school a part and helped her land a decent internship. Great, but at the end of the video, the person watching the video is left hanging with no other content or web page to link to, no place to request more information, nothing. So, how does this 2D experience help the student in any meaningful way, let alone the school itself? Maybe I need an MBA to figure that out.

Now let's focus on the QR Code itself. Could the marketing/creative team have made the code any smaller? It took me three code reader apps and over a minute to finally scan the code. If I were a novice at this, chances are I would have given up long before the code actually resolved. Best practice states that a QR Code should be no smaller than one inch square and this is just about on the borderline. To see the open space on the advertisement, where the code is located, one would think that space was not an issue. Also, there are no instructions with the code and no real call-to-action. So, again, why is a reader of the advertisement/prospective student bothering to scan and interact?

There is absolutely no value add to this campaign for the reader/potential student, but there could be. What about a mobile website that offers a series of mobile optimized videos, as well as easy to read content about the program and its curriculum? What about offering contact information to "ambassadors" of the school, so personal and specific questions could be asked by prospective students? What about offering literature which discusses MBA graduate placement? Anything of real use and value, not just a two-minute video.

And to touch on the video again, the school might want to reconsider using it, because if you listen closely enough you might get the sense that all a graduate student really has to do is buy a few "How to for Dummies" books and take a public speaking course or two, instead of dropping several tens of thousands of dollars on the MBA program.

Great that an institution of higher education wants to inject some cool factor into their marketing via the QR Code and mobile experience, but perhaps the institution needs some schooling itself on 2D technology in order to make it that much more effective (sorry couldn't help myself).

2D Barcode Litmus Test: FAIL

Why No Mobile Site?

2011-11-01T16:17:00.000-04:00

Just a quick story to pass along. Take from it what you will.

Last Sunday, my wife and I wanted to shop at a children's retail store several miles away. Not knowing the simplest of things like, when does the store open on a Sunday, I went to my smart phone to pull up the company's website and store information. Did the company have a mobile site? No. Did the company get our business that day? No. Has the company gotten any business from us since? No. Will it ever? Maybe.

Sure, we could have fired up the old laptop and drilled down to get such information, but that's besides the point. When will companies, or should I say, when will marketing executives, realize that mobile is not an option? Instead, it is and has become yet another channel to be concerned about and paid attention to.

Now, back to our regularly scheduled program.

NEW TIME - 2D Barcode Metrics Twitter Chat with Microsoft Tag

2011-10-31T13:45:00.001-04:00

The other day, I posted about a Twitter Chat with Nick Martin from Microsoft Tag. Please note the time change:

Date: Tuesday, November 1
Time: 7:00-8:00 PM (EASTERN TIME)
Location: #tagchat

Hope you can join us.

Grant Thornton uses QR Code

2011-10-30T14:31:00.000-04:00

Grant Thornton (GT), the audit, tax and advisory company, recently ran this print advertisement in Fast Company, and featured in the advertisement is a QR Code. One more B2B campaign to add to the list, and another to add to the Litmus Test FAIL pile. Let's take a closer look.

First, the code itself. Why does GT's marketing team choose use a long URL (http://www.gtwhatwins.com/?utm_source=fastcompany&utm_medium=print&utm_content=ps&utm_campaign=whatwins), as opposed to a short URL? Using a long URL will often result in a QR Code that is too dense and too difficult to scan. In this case, it took me three different code reader apps, and precious seconds, until I was able to scan the code and have it resolve. If it is a matter of tracking and metrics, there is no reason why a short URL cannot provide the same level of tracking and metrics, as a long URL. Also, from a pure image perspective, which looks more appealing to scan, the QR Code in the advertisement, which almost appears as a solid block of purple color, or the one below?

Second, the call-to-action. There is none. Yes, there is copy, which reads, "See what wins at gtwhatwins.com." but this has nothing to do with the QR Code. Instead of driving readers to the URL, why not drive them to scan the code and then provide the URL as a backup for those with a feature phone or who choose not to scan?

Third, the scan resolve. Once scanned, the reader of the advertisement is brought to a mobile page, but the 1:11 minute video that is on the page is not optimized for mobile, and the "click here" content links bring the reader back to the desktop version of the company's website. So, why bother with a mobile page to begin with? It should be all or nothing, preferably all.

Fourth, the video. Time and time again, we see 2D codes which link to a self-promotional corporate video that offers little, if anything, to the consumer or prospective client, and this one is no different. What I do love about this particular video is that the company mentions that in order to win in today's market companies need to do away with cliche thinking, yet, at the very end of the video the company uses the line "...it takes one to know one." Sounds pretty cliche to me.

As I have asked about other B2B 2D-based campaigns, is business so great at GT that they do not need to capture prospect contact information? Do they not have to fill the pipeline and generate qualified sales leads? If no, business is not that great, then where are the mechanisms to do the above? If yes, business is that great, then why bother spending the money to advertise? And, this then leads us to question the overall objectives for this campaign. Are there any?

(Jack, any questions, please call.)

2D Barcode Litmus Test: FAIL

2D Barcode Metrics for Success Twitter Chat with Microsoft Tag

2011-10-29T13:21:00.000-04:00

Nick Martin from Microsoft Tag will host a Twitter Chat titled "2D Barcode Metrics for Success," and it gives me great pleasure to announce that I will be Nick's featured guest.

The chat will focus on how to determine and define metrics for 2D barcode implementation, and we will also discuss 2D-based campaigns, in general, the good and the bad, and what is needed to spur wider adoption of the technology. After Nick's questions are answered, the remainder of the session will be opened for questions from the audience. I look forward to chatting with Nick, and others, and hope the session is useful to all.

Date: Tuesday, November 1
Time: 4:00-5:00 PM Eastern Time
Location: Go to #tagchat

Meredith Xcelerated Marketing uses Microsoft Tag

2011-10-28T20:54:00.000-04:00

The other day, Meredith Xcelerated Marketing (MXM) launched a full-page advertisement in The New York Times and featured in the advertisement is a customized Microsoft Tag. If you cannot make out the copy in the advertisement know that it is essentially a self-promotional corporate piece.

First, let's look at the Microsoft Tag itself. As you can see in the image below, MXM choose to develop a customized Tag with the name of the company displayed within the code. Three questions for the marketers at MXM, 1) what's the objective of customizing, 2) why not insert the company logo as opposed to plain text, which is difficult to read and visually unappealing and 3) why a Microsoft Tag versus a QR Code, which many of us know are more widely seen and used?

From a pure branding perspective, when I see customized codes like this one, I ask myself, why doesn't the advertiser put as much time and energy into the development of the custom code as it does with the placement of a standard logo in or on other mediums?

Second, the copy next to the Tag provides no instruction and/or description in relation to the Tag, not even a URL address to locate and download the Tag reader app. So, I guess the company just wants to work with early adopters, those who are in the know and for whom things don't need to be explained. Was this segmentation done on purpose?

Third, the call-to-action, "Want to know more? Contact keith.sedlak@meredith.com. And see our work in action, in real time at meredithxceleratedmarketing.com or snap the MS tag." couldn't be any simpler, but is this really all that alluring? And, this is a creative agency talking. Perhaps the early adopters know what "MS tag" refers to, but what about everyone else? And, why is the term "snap" used as there is no snapping that I am aware of when it comes to scanning 2D barcodes? (This is also a perfect example of how scanning a code saves time and effort versus entering in a URL. To get to the webpage via the Tag takes two taps on my mobile phone. To get to the webpage via the entering of text takes 33 taps.)

Enough with the Tag and the copy, now let's focus on the scan itself. When I scanned the Tag, I was brought to the company's website, which appears to be built for either desktop or mobile use and viewing. The website is extremely simplified and works on a mobile device, but not as well as a pure mobile site. For example, when you link to the site, all you see are rotating images at the top of the page, and it's not until you flick the screen down do you see the written content. So, here again, from a digital agency I find this surprising. Nothing wrong with keeping things simple but, if you intend to reach a mobile audience, why not provide them with a pure mobile website/experience?

With respect to the website content, I read through it, looked at the client names and client work samples and thought to myself, how or why is this agency any different than the rest? What makes MXM so great or so valuable to have as an agency/partner? What incentive or motivation am I being given to learn more about the company? How or where do I view the company's "work in action, in real time," as I have failed to find it or see it on the website, unless the few static images that are shown are supposed to be it.

All of these questions should be answered via the advertisement, the code experience and/or the deliverables found on the website. Beyond this, my greatest question is, how does MXM plan or intend to generate sales leads from this advertisement, because, last I checked, lead generation was a major component/need of B2B marketing? Is business so great MXM doesn't need to fill the pipeline? With 2D technology it is so easy to deliver something of value in lieu of capturing an email address or prospect contact information, but few companies, if any, ever think along these lines. Most often, B2B companies offer something self-promotional via a 2D code and this leaves the prospective customer no further along in the process.

If Mr. Sedlak, the company's CMO, took the time to view the advertisement and interactive experience from a prospective customer's perspective I would be curious to know his thoughts. Often times, B2B companies, as well as B2C companies, create and develop advertising, 2D or traditional, from their own perspective and, as a result, not much is gained. When dealing with 2D it is imperative that advertisers view the code and its scan resolve content from the customer's perspective, from end to end, and to also ask, what's it it for them?

Lastly, I also believe B2B companies need to ask themselves, what's the goal or objective of using 2D technology in the first place and is it really all that necessary? Asking this type of question may remove the "we have to add a code at the last minute, because it's cool" factor, where the code leads to nothing and the 2D/mobile experience and brand image suffers as a result.

2D Barcode Litmus Test: FAIL

Brandwashed Revisited

2011-10-24T22:48:00.000-04:00

In August, I wrote an article about a magazine advertisement for Brandwashed, a new book by Martin Lindstrom, which featured a QR Code. As ineffective as I thought that QR Code-based campaign was, this new QR Code-based out-of-home campaign is just as ineffective. Here's why.

First, as shown in the image below, the out-of-home billboard is located about 50 feet underground in the 23rd Street Station of the New York City Subway which, by the way, offers no Internet connection (see the last billboard). How does a marketing "expert" allow for this type of media placement? Sure the code can be saved in a code reader app and decoded later, but that's not the ideal user experience of 2D and inexperienced QR Code users may not know that code reader apps offer such functionality.

Second, when I scanned the QR Code, the resolve links to a web page that has the following message, "No mobile version. Learn more about Vimeo Plus and mobile video versions." Beneath this message are links to either buy the book, view more info, view the video and read an excerpt. Great that I can link to other sources of information about the book and author, etc., but why would the "No mobile version." message be shown? Doesn't the marketing/creative/development team know that QR Code scan resolve content should be optimized for mobile? Beyond that, what message does it say about Mr. Lindstrom and/or his book and/or his publisher if this is the way he/they "market" to consumers.

It's been written time and time again on this blog, as well as elsewhere, that the user experience and mobile optimization is critical to the success of a 2D campaign. And, it doesn't hurt to make an offer or provide an incentive to purchase for those that take the time and make the effort to scan a code.

2D Barcode Litmus Test: FAIL

Kroll uses QR Code

2011-10-22T14:22:00.000-04:00

This B2B print advertisement, which features a QR Code, comes from Kroll, the risk consulting company. With a simple "Ask us about..." call-to-action and nothing ground-breaking in the way of scan resolve content, this campaign delivers very little to the target audience (if there is one) and, I assume, will accomplish even less for the marketers at Kroll.

When the code resolves, the reader of the advertisement is linked to the desktop version of the company's website, and the headline on the page reads, "You are being redirected to our special content on Cyber Risk." Sounds great but, in actuality, the reader gets redirected to nowhere and is left on the page. So, where's the special content? Is Kroll referring to the content in the left-hand margin? Your guess is as good as mine.

Judging from this campaign, and other 2D-based B2B campaigns, it seems as though the B2B world is having a difficult time figuring out how to use 2D technology effectively and why? Why should a B2B marketer believe that just because 2D technology is being used all B2B marketing fundamentals go out the window? In this campaign, there is no sales lead generation or prospect qualifying component whatsoever. So, what does Kroll look to gain from this advertisement? Why not offer a white paper and have people enter an email address to obtain it? Why not offer a webinar on cyber risk and ask people to sign up, so an email can be captured? Why not offer a discount on purchases made within the next 30 days? Something, anything to capture prospect names and build the sales team's pipeline.

Yeah, the code looks pretty cool being placed in the advertisement, but too bad it's more about the 2D/mobile experience and scan resolve content and less about appearance and last-minute creative ideas.

2D Barcode Litmus Test: FAIL

Score One for the Home Team...Microsoft uses Tag

2011-10-20T09:50:00.000-04:00

This print advertisement for Microsoft's Office 365 makes use of what else, a Microsoft Tag, and does so rather well. Located in the lower left-hand corner of the advertisement is a black and white Tag, and next to the Tag is instructional copy and a simple call-to-action, which reads, "Scan tag with a smartphone to learn about the Office 365 free trial. Download the free scanner app at http://gettag.mobi."

When the Tag is scanned, the resolve leads to a mobile web page, which has an email form that can be filled out to request a free one month trail of the application. A simple yet effective B2B sales lead generation tactic. Additionally, the site offers product information and reviews via tabs which are titled: blog, news stories, stories and social (seems like stories and social link to the same information).

Overall, there is nothing complicated about this campaign, especially from the 2D/mobile experience, and it works just fine. I would be interested in hearing from Microsoft, as to how many scans were done versus the number of people that requested the free trial. I am also curious to know if and how they may be testing this campaign (i.e., making use of other offers, call-to-actions, colored Tags vs. black and white, etc.).

2D Barcode Litmus Test: PASS

Coach uses QR Code

2011-10-19T12:29:00.000-04:00

Recently, Coach launched this print advertisement, which I found on the back cover of New York magazine (read: expensive media placement). Featured in the advertisement, in the lower left-hand corner, is a QR Code.

When the code is scanned, the reader of the advertisement is linked to a mobile website (hooray, it's been a long time since I have seen one of those upon a scan), which is very well designed. On the site, the reader of the ad can find information by product type, new arrivals, gift items, join an email list, find a retail store location, check an order status, contact customer service, share content socially and, get this, they can even purchase a product right then and there off the mobile site. Sounds too good to be true, right? Well, it is a bit too good to be true, and here's why.

Take a look at the QR Code that was placed in the advertisement. You can't tell from the images here but, in reality, the code is less than an inch square and it is extremely dense. Although I am experienced at scanning codes, it still took me two code reader apps and much, much longer than expected (over 30 seconds) to finally get to the scan resolve content (i.e., the mobile website).

A company can develop the best darn mobile website and/or landing page in the world, but if the 2D code cannot be easily and/or properly scanned then it will all be for naught and mean absolutely nothing for the company, as well as the consumer, and that's what almost happened here. My level of persistence is what saved the day for Coach, and I can guarantee you and Coach's marketing team that most other consumers would not have as much persistence, or patience, to try and try until the code resolved.

While it's great to see that Coach understands the need to connect a mobile-based technology to a mobile platform, the only other thing they need to understand, or pay attention to more closely, is the end to end 2D experience in and of itself. The company can easily fix the scanning issue by shortening the URL embedded in the QR Code.

2D Barcode Litmus Test: PASS

It's October 17th...Happy Holidays!

2011-10-18T10:40:00.001-04:00

Yesterday, I walked into a premium home furnishings store in New York City and, lo and behold, it's already decked out for the holidays. From colored lights to garland, from ornaments to decorative wreaths, from stocking stuffer gifts to festive music, it was all there, and it's not even Halloween.

While I admit the store was very nicely decorated and interesting to walk through, I must say that, at the same time, I was experiencing feelings of sadness. Sadness due to the fact that this is what business has come to...pegging a company's success to December holiday shopping, regardless of whether or not the shopping actually takes place in the month of December or the weeks/months prior to. Perhaps it's a bit naive of me, as a business person, to think in these terms, but it just gets to me how commercial the December holidays have become/are, and I know others think this way too.

When I left the store, I started to think, what would happen if a company put as much time, money and resources into year-round business, as they do with the December holidays? What if they put as much effort into winning new business, retaining customers, developing new products, delivering great customer service, etc., throughout the year, as opposed to just focusing on the last few weeks of the year? Do you believe this might make a difference? Something tells me it might but, then again, my naivety might be at play.

Something else that I started to think about regarding the holidays, and which irks me to the nth degree, is when companies discount their merchandise by 50%, 60% or even 70%. Are margins set so high that companies can discount this steeply and still turn a profit? I guess so. But, from a marketing perspective, what does this say about the brand, especially if it is luxury or premium? What message does it send to loyal everyday customers who pay full price? Are they just to be considered suckers? I suppose the research indicates that it doesn't matter, one way or the other, and this is why companies use this type of pricing strategy.

Perhaps no great revelations or answers in this article, I just wanted to make mention of the experience and what it means. Happy Holidays to all.

Why the QR Code is Failing - A Reply

2011-10-16T07:08:00.001-04:00

Last week, Sean X Cummings, founder of SXC Marketing, published an article titled, "Why the QR code is failing." When I read the title, I thought, here we go again, another article bashing QR Codes and the interactive experience they offer but, as I read through the article, this was not the case. Actually, in the article, Mr. Cummings stands up for QR Codes, but takes to task and finds fault with the marketers and creatives, the brands and the agencies, who use QR Codes in a less than ideal and/or creative way in their advertising. To that, I am in full agreement with Mr Cummings, and would like to reiterate a few things that he mentions.

QR Code technology works. Period. What does not work, as Mr. Cummings points out, and I do as well on this blog, are advertising and/or promotional campaigns that use QR Codes in a very uncreative way (e.g., scans to a desktop website, offers no value, scans to non relevant information, etc.) or in a way that does not allow for the technology to function as it could or should (e.g., placing a code where there is no Internet service, creating a code that is too dense or small, not optimizing the code scan resolve for mobile, etc.). Here, marketers and advertisers only have themselves to blame for poor scan rates and overall response rates, not the QR Code or the technology. Instead of placing a QR Code on an advertisement at the last minute, marketers and creatives need to incorporate codes into a campaign during the early stages of development, and they must do so from the consumer's perspective, not their own. Just these few best practices alone can help boost consumer interaction and response rates. But, as much as I agree with Mr. Cummings, there are some points mentioned in the article that I question.

In the article, Mr. Cummings states that he surveyed 300 people on the streets of San Francisco, and asked if they knew what the symbol was on the sheet of paper that he was holding (the symbol was a QR Code). Of the 300 people, 40% knew that it was a QR Code or some sort of barcode. While Mr. Cummings may find this number to be low or poor, I believe it's quite strong given the relative newness of the technology here in the U.S. Also, if the majority of U.S. consumers still use feature phones then chances are more people would pay less attention to QR Codes and know what they are, because they can't and don't make use of them. So, in that regard, the number looks pretty impressive. Mr. Cummings could have qualified the respondents by asking the type of mobile phone they own, and this would have added another dimension on the results he obtained.

Of the people that said they knew what the code was, Mr. Cummings writes that "it took an average of 47 seconds for them to take out their phone and find the application to read the QR code -- not exactly a 'quick response.'" Perhaps this is not a 'quick response,' but Mr. Cummings takes the term out of context. The term 'quick response' really has more to do with the time it takes for the code to resolve once scanned, not the amount of time it takes to take out a phone, turn it on, find a code reader app, launch the app, scan the code and wait for the resolve. But, even if it did take several seconds to scan the code, it's still quite a feat to be able to transport a consumer from the print world to the digital world in such a short amount of time. Here too, Mr. Cummings could have asked another question to qualify the responses. He could have asked how many times each respondent has previously scanned a code. For a novice, perhaps it takes more than a minute, for someone more experienced, it could take less than 20 seconds. Big difference. Also, from a best practice perspective, if the code is fully optimized this should help to reduce actual scan time.

Overall, I agree with much of what Mr. Cummings writes about, but I wonder, instead of querying consumers about QR Codes, perhaps we should query marketers and creatives, since they are the ones that don't seem to understand QR Codes and the interactive experience that the technology can offer. Based on my quick and dirty 2D Barcode Litmus Test, the ratio is about 2 to 1 in favor of failed attempts by marketers and creatives to develop a winning 2D-based advertising campaign. Seems to me these are the people that need to get schooled on the technology, not the consumer, if the technology is really going to take off and become more widely accepted.

Creative Nail Design uses QR Code

2011-10-13T16:11:00.000-04:00

Creative Nail Design launched this print advertisement using a QR Code and nails it, somewhat (sorry about the pun).

When a reader of the advertisement scans the QR Code, they are linked to a web page that lists all of the certified nail salons in the local area that stock the company's Shellac line of nail polish. While it's great to provide such information for a person on-the-go, the problem is that if this person wanted to learn any more about the product or the company they would have to navigate the desktop version of the company's website. Not an ideal scenario.

Getting back to the code displayed in the ad, the caption next to it reads, "Find A Certified Shellac Salon in NYC." I like the way the company uses the term 'certified' as a means to elevate the thought of getting a mani-pedi and the status of their brand, but who knows what constitutes certification. The company also lists a URL address next to the code for those that don't have a smartphone and can't scan the code. This is a wise move and considered a best practice.

Could more value have been offered, yes (e.g., first time purchase discount, etc.), but I believe a quick list of where to find a 'certified' nail salon in the local neighborhood is value in and of itself.

2D Barcode Litmus Test: PASS

Bulova uses QR Code

2011-10-11T10:37:00.000-04:00

Recently, Bulova, the watch company, launched this print advertisement using a QR Code.

The code appears next to the gutter of the publication, not an ideal location for being noticed and/or scanned, and underneath the code a caption reads, "Visit us on Facebook." Next to the QR Code is a Facebook logo.

When the code is scanned, the reader of the advertisement is brought to the company's Facebook page, and I ask the players at home, why? If the reader of the advertisement is interested in learning more about this particular watch, why does the company send them to a Facebook page where specific product information is non-existent or, at best, difficult to find? Also, if the reader just happens to be interested in purchasing the watch at first glance, this too cannot be done off the Facebook page. All in all, not the best use of a QR Code.

To me, this example shows how a company creates an advertisement, or rather a QR Code experience, without the consumer in mind. Sure a consumer can learn about the company and its products via a Facebook page, but a Facebook page should not be viewed as a substitute for the main corporate website, where the process of learning about and/or purchasing a product is that much more straightforward and easier.

As an aside, why do company's continue to place social icons (i.e., Facebook, Twitter, LinkedIn, You Tube) in their advertisements without the corresponding URL addresses? It's one thing to inform consumers that the company is active in/on social networks, but isn't it another to force consumers to have to hunt down the web page. Would people know that Adidas' Facebook page is titled "adidasoriginals" or North Sails is "NorthSailsUSA"? Or, is it just me?

2D Barcode Litmus Test: FAIL

Why Bother Using a QR Code

2011-10-09T21:56:00.000-04:00

A couple of months ago, Ethan Allen, the furniture company, placed a QR Code on one of its direct mail catalogs, and the one question I have for the company's marketing/creative services team is, why did you bother?

The direct mail catalog is about 9"x12" in size and, in the lower right-hand corner on the mailing address page (the back page of the catalog), is a QR Code. With all of the footnote-sized copy placed on this page, especially the bottom half, it's a bit overwhelming to read so, by the time a customer or prospect has gotten to the QR Code, I seriously wonder if they will take even more time to either scan the code or try to figure out what the code is, because there is no instructive or descriptive copy associated with the code. And, as if that was not enough, when the code is scanned, all it links to is the desktop version of the company's website. No 2D/mobile/interactive experience here. So again, I ask, why bother with the code?

In a situation like this there is so much that Ethan Allen can do to engage and interact with a consumer, but they choose not to. Very easily the company could have provided product information, designer information, decorating tips, retail store locations, etc. via a mobile website or landing page, but the opportunity is lost. Even a call-to-action or the mention of an offer, via the code, is not present. Simply put, someone or some group of people did not do their homework and phoned this one in. What a shame.

2D Barcode Litmus Test: FAIL

Customer Service...The Way It Should Be

2011-10-06T23:40:00.001-04:00

Last week, the wristband on my four-year-old Luminox 3100 Series watch broke in two. Because the band broke for no apparent reason, I thought this most odd and decided to send an email to the co-CEOs of the company explaining the situation. (I tire of dealing with offshore, outsourced, non American English speaking customer service call center representatives and, maybe, if CEOs called their company's call center every so often they would too.)

Much to my surprise, the very next day (the company is based in Switzerland, so there is a legitimate time lapse), I received an email from one of the co-CEOs apologizing for what had happened and that he would personally see to it that the situation would be rectified. No ifs, ands, or buts.

Today, less than a full week after my original email, I received a follow-up email from the company's director of U.S. operations saying that tomorrow, I can expect a package with a replacement strap and, get this, a free ball cap.

What starts out as a less than desirable brand experience (i.e., the wristband breaking) has now turned into a positive brand experience, which is accomplished by 1) acknowledging the situation and quality defect, 2) taking ownership and responsibility to fix the problem and 3) implementing a quick and meaningful solution. Not at all difficult, but for some companies they simply don't get it and fail miserably at delivering customer service...the way it should be.

When a QR Code Offer is not an Offer

2011-10-06T16:19:00.000-04:00

The other day, I walked past a local Sur La Table retail store and, in front of the store, there was a food vending truck (see image below; apologies for the poor quality), which was operated by All-Clad, the kitchen equipment company.

On the side of the truck, near the side door, was a QR Code, which had the following copy printed underneath it, "SCAN THE CODE or visit allcladsurlatable.com to get 20% off on All-Clad for the next 24 hours only!"

While I did not have time to scan the code on that particular day, I did scan the code today and found a number of interesting points to discuss, comment on and question, as it relates to the campaign.

First, it turns out that "24 hours only" means very little, as it has been well over 24 hours since I saw the truck, and yet a discount code was sent to me this afternoon (read more below). So, where is the urgency and exclusivity of the call-to-action and offer?

Second, when I scanned the code, I was brought to a mobile landing page, which read, "Thanks for visiting the All-Clad Chefs Tour (i.e., the food vending truck) at Sur La Table. Please tap the button on the screen to like All-Clad's Facebook page and to unlock my secret All-Clad discount." Why am I liking a company and its products if I have never used them before? Why do I have to like something in order to get something in return? At that point, it seems as though the company is merely trying to buy votes (likes). Once I tapped on the like button, I was brought to a second page that asked for an email address, so that the discount code could be sent to me.

Third, after entering an email address, I was sent a short email which read, " Thanks for visiting the All-Clad Chefs Tour and giving us your email address! We hope you've gotten a chance to use your special discount on All-Clad. Here is your coupon code: 1971. Please make sure to check out our Facebook page (www.facebook.com/allclad) for future discounts and exclusive behind-the-scenes access to the culinary world! Have fun! All-Clad" Great, I have a discount code, but where do I use it? I tried to use it on Sur La Table's website and the code was not valid. I tried to use it on All-Clad's website, but they do not offer direct purchase. So, where else am I suppose to use the code? Also, if the code is not valid, maybe because the 24 hours expired, why not tell me that or, better still, why bother to send the email that they did with a discount code? Why not send an email that reads, "Sorry you missed the 24 hour window, your purchase discount is 10%."

Although it is interesting to see a co-branded QR Code offer, there are too many disconnects with this campaign, and it leaves me with very little desire to learn more about the product, search any further as to why the discount code did not work and, most importantly, to purchase the product.

2D Barcode Litmus Test: FAIL

5 Reasons You’re Probably Wasting Time with QR Codes - A Reply

2011-10-02T00:16:00.000-04:00

The other day, Joe Gillespie, president of Zoove, wrote an article about QR Codes that was published on Gigaom. Whether or not Mr. Gillespie was purposely dumping on the competition or selflessly promoting his own company's product, each and every point that Mr. Gillespie makes doesn't add up or carry much weight. Let's take a closer look.

Mr. Gillespie: "One thing these tiny 2D codes are big on is hype, with proponents touting them as the bridge between the offline and online world. But that offline to online bridge is structurally flawed for most and may be keeping many brands from reaching most of their audience effectively."

2DBS: Mr. Gillespie, proponents tout 2D technology, because it does bridge the gap between the offline and online worlds. That's the great advantage and/or capability of the technology. Whether or not the bridge is structurally flawed has more to do with how an advertiser chooses to develop and implement a 2D-based campaign and less to do with the technology itself. Because, for over a decade, the technology has been proven to work.

Listed below are Mr. Gillespie's five reasons why QR Codes are a waste of time.

Mr. Gillespie: "Not everybody has a smartphone. The simple fact is that most mobile phones cannot read a QR code. While smartphones are the fastest growing segment of the mobile handset market, the Nielsen estimates that 60 percent of cell phones in use today are not smartphones. Surprising, right? You wouldn’t advertise in a language most of your target audience doesn’t speak. Why are QR codes any different?"

2DBS: Yes, not everyone has a smartphone, but this is the fastest growing segment of the mobile phone market, and the trend will undoubtedly continue. I cannot recall where I read this but, if memory serves, more people will browse and access the Internet via a smartphone in the next year or two than a desktop PC so, what does this tell you? When the Internet was first thought of as another marketing channel or medium, did companies simply wait around until every consumer had a home PC before they started making use of it for marketing or advertising purposes? And, sure you would not advertise in an language that your target audience would not understand, but then the QR Code is not the advertisement. Instead, the QR Code is merely a mechanism within the advertisement itself.

Mr. Gillespie: "The process can be confusing. 2D bar codes are not monolithic. There are multiple types of incompatible codes and many different barcode readers, leaving users to figure out which reader is right for which code. A quick search of “QR Code Reader” in the Android Marketplace or iTunes Store returns hundreds of free and paid apps. It’s a bit much for a general consumer and can quickly turn the whole QR experiment from interesting to frustrating. Why does this magazine ad prompt me to download a reader first before using it, while another just shows a QR code? Which bar code app do I choose? Does this app work for my phone? Will it work with the code I’m trying to scan? It’s a mess. And, most codes don’t reinforce the brand image in anyway, unlike branded URLs or vanity numbers.

2DBS: Mr. Gillespie, you bore me with the statement and thoughts above. This argument has been played out before and it is absolutely ridiculous. First and foremost, let's give the average U.S. consumer some credit and realize that they have a head on their shoulders and can make decisions and figure things out. Second, the 2D process or experience is only as confusing as an advertiser wishes to make it. If an advertiser is smart they will describe, inform and instruct consumers as to what type of code is being displayed, where to locate a code reader app, what to do with the code itself and where the scan will take them. Third, if it's a matter of making sure a certain app or scan resolve content will work properly, regardless of the mobile device, all the advertiser has to do is some rigorous testing. Fourth, in regard to codes not reinforcing the brand image, you are way off base. Most 2D barcodes, and certainly QR Codes, can be customized with a logo, it's only a matter of whether or not the advertiser wants to take this step.

Mr. Gillespie: "They lack cross-media functionality. Advertisers want to maximize their marketing spends effectively, and many are willing to experiment. But QR codes have their place. Flashing a QR code on a TV screen for 3-5 seconds at the end of a commercial or using them on highway billboards probably aren’t the best ideas. And of course, they are completely incompatible with a radio promotion. The lack of cross-media functionality is a severe limitation on the QR code’s use as a direct response method across all kinds of ads or promotions."

2DBS: Mr. Gillespie, at this point, I really wonder if you were even aware of what you were writing at the time. The act of moving a consumer from a print advertisement to digital content is, in and of itself, cross media. The act of moving a consumer from an out-of-home billboard to digital content is, in and of itself, cross media. The act of moving a consumer from a television commercial/program to digital content is, in and of itself, cross media. The act of moving a consumer from the Internet to a mobile device is, in and of itself, cross media. The act of moving a consumer from in-store point-of-sale to digital content is, in and of itself, cross media. Yes, television, certain types of billboards and other locales might not make the most sense for a QR Code to be displayed but, once again, this has more to do with the advertiser and less to do with the technology. With regard to radio, okay, so codes are not compatible with radio. Last I heard, you can't show a radio audience your brand logo or icon.

Mr. Gillespie: "They may be too much trouble for the consumer. Consumers are notoriously unreceptive to learning new, complicated behaviors without an obvious, substantial benefit. And the QR code is nothing if not a behavior change. Consider that before a user can scan a code she must:

Plan ahead and download a QR reader app, hoping that it is the right app for the code she will download.
Find a QR code of interest.
Check the lighting or disable the camera’s flash to reduce glare which can muck up the scan.
Frame the code in the reader’s phone camera lens just right.
Hold the phone very still.
Scan the image.
Wait while the image uploads (using a portion of her limited data allotment)
Finally click the mobile URL or whatever the software sends her to activate the content or get the promotion.

For most people, you’ve lost them at the first step because they don’t have a QR reader to begin with, don’t understand how to use it, or simply don’t want to bother. And lest you think it’s just us older folks who aren’t clamoring all over QR codes like today’s tech-savvy youth — think again. It seems many of them don’t get QR codes either. A survey of high school and college students by marketing firm Ypulse found that 64 percent of respondents didn’t know what a QR code was. Of the 36 percent who did, less than one in five had ever bothered to scan one."

2DBS: I love when people make this argument, because it all goes out the window after a consumer downloads a code reader app and scans their first code. Once those initial two steps are made, a consumer has learned the process by which a code gets scanned and it's all downhill from there. The only trouble that could be encountered while scanning a code is the trouble that's created by an advertiser who designs a poor 2D/mobile experience. Also, you mention that there are eight steps which a consumer has to take in order to scan a code but, what if we compare that to the eight, nine, ten or more characters of a URL address that need to be entered in order for a consumer to link to a web page? For each character entered a misstep might take place. That's one of the wonderful advantages of 2D barcodes, they free up consumers from having to manually enter URL addresses, especially long ones. In regard to the research you site, here too, it all goes back to the advertiser. If the advertiser does not provide a good enough reason for a consumer to scan and respond to the advertisement then shame on them. It's not the technology's fault.

Mr. Gillespie: "A bad experience could be prohibitive. A poor or failed QR code experience could leave a frustrated user with a negative experience with the brand and the promotion itself. In a recent survey conducted by Lab24, only 13 percent of those polled were able to successfully scan the survey’s QR code that was provided to them. In other words, nearly 9 of 10 attempts failed. That’s an astounding failure rate for something that’s supposed to let people engage with your brand on the go."

2DBS: You are absolutely right, a bad experience could be prohibitive but, again, this plays to the advertiser, not to the technology itself. With respect to Lab24's research, did they test how well the code could be read by multiple types of mobile devices? What description, instructions or explanation was provided with the code in the survey to help people scan? Was the survey online or offline and how was the code printed or displayed?

Mr. Gillespie: "Consumers deserve better than this. They deserve simplicity. They deserve value. They deserve respect for the time they spend interacting with a product, a business or a brand. Marketers must heed this call or risk building a wall between themselves and the consumer increasingly wary of the value we can deliver to their mobile phone. We can do better."

2DBS: Mr. Gillespie, at the end, you forgot to mention that your company claims to offer a better way, but that's besides the point. You are right, consumers do deserve better and they do deserve value, but, fill in the blank, it's up to the advertiser to do all of this via a 2D code, not the technology in and of itself.

Whether or not Mr. Gillespie reads this article and chooses to learn from it, I appreciate your taking the time and I hope you have learned something about the use of 2D technology. The technology works, there are known best practices and there are people such as myself, who are more than willing to help companies craft effective and meaningful 2D campaigns.

Lastly, I was curious to see a Zoove-based (i.e., an ad with Zoove's STAR-STAR technology) print advertisement and the disclaimer/instructions that goes along with it, so I emailed Zoove's public relations company for a sample and I am still waiting to receive it several days later. Stay tuned.

Customized QR Codes - A Follow Up

2011-09-29T20:47:00.001-04:00

Yesterday, I wrote an article about customized QR Codes and today, I found an advertisement in The New York Times for SPDR Gold Shares, an investment product called an exchange-traded fund (ETF), which features just such a code.

Question to the marketers at State Street Global Markets, which is more important or of greater concern, the placement of the ETF's ticker symbol (GLD) on the QR Code, which means very little to the consumer and does virtually nothing to further the brand, or to increase a consumer's ability to scan the code? If it's a matter of the latter then why bother to make use of a customized code and, more importantly, why not generate the code with a shortened URL which, in turn, will enable for more successful scanning? Due to the density and color of the code, it took me several attempts to scan it, so I wonder if a 2D first-timer would be as patient? Probably not.

Two more questions to SSGM. If the QR Code stood alone, away from the SPDR brand icon and the advertisement itself, would a consumer really recognize and know what the GLD logo on the code represented? My hunch, probably not. And, knowing that SPDR offers many different ETFs, does this mean that each fund gets a customized QR Code when advertised? If that's the case, how does this reinforce or further promote the SPDR brand? My hunch, it doesn't, it can't.

As mentioned in yesterday's article, there are a number of technology and marketing related best practices to know about and implement, in order for customized codes to work successfully and optimally, but it does not seem as though SSGM wishes to pay heed. Can anyone say, bandwagon?

Customized QR Codes - For or Against

2011-09-28T21:14:00.001-04:00

Recently, an interesting article by Rachel Lamb was published on Luxury Daily titled, "How Customized QR Codes Can Drive CRM" and there are a few items written in the article, and quoted by others, that I would like to address and comment on. For background purposes, the article focuses on how luxury brands, in particular, have been using customized QR Codes.

Ms. Lamb: "Luxury brands have been using QR codes in out-of-home, print, in-store and online displays, but those that take it a step further by customizing them can increase brand loyalty and build CRM. Since there is usually no doubt knowing whose code it is when they are customized for brands, this technique will help to increase brand awareness and encourage customers to engage. Furthermore, since affluent consumers enjoy being a part of an exclusive experience, they may be more apt to scan a code if they see it attached to a famed luxury brand."

2DBS: First, Ms. Lamb, how can you prove that customizing a QR Code can increase brand loyalty and build CRM, whatever building customer relationship management means? Please don't get me wrong, I am all for proper brand management and the use of customized or designer 2D codes, when and where appropriate, but on what grounds can you base your statement? As far as I know, no one company has conducted thorough research in this specific area. Second, the vast majority of QR Codes are displayed in an advertisement or on a product label along with the advertiser's logo or imagery so, why would a consumer not make the connection and know who stands behind the code? Third, in many instances, a customized code was created by an advertiser and, because the logo used in the code was so small or so nondescript, your guess is as good as mine as to what company was behind the code.

Mr. McKenna (Matt McKenna, founder and president, Red Fish Media): “Customized codes are creating brand recognition and inspiring user engagement because the whole thing about a luxury brand is the name. It’s a prestigious thing. Black-and-white QR codes are anti-productive. When you see a black-and-white code, you don’t know where it’s going or who it belongs to."

2DBS: Mr. McKenna, as with the above, how can you prove that customized codes are creating brand recognition and inspiring user engagement? Have you done any A/B split tests with your luxury brand clients? Yes, a customized code might serve to reinforce the recognition or awareness of a brand's logo, imagery, colors, etc. but, where's the proof? With respect to black and white codes being anti-productive, I can site a number of campaigns which used generic codes and they were all rather successful in the eyes and minds of the advertiser and/or the agency. Also, it's not the code itself that is anti-productive, it's really the scan resolve content, offer, call-to-action, etc., and how the campaign was executed from end to end, that controls productivity, effectiveness or efficiency. Mr. McKenna, consumers can look at hundreds of customized codes and they won't have a clue as to where each one links to unless the advertiser takes the time and makes the effort to inform them. So, to make that claim regarding generic codes really doesn't hold up.

Mr. Alexander (James Alexander, founder/CEO, Vizibility): “This [customized QR Codes] can be quite valuable for luxury brands that want to be associated with traits like technical savviness, leadership, usefulness, playfulness or youthfulness. The value to luxury brands is even greater when you consider that QR codes are effectively free to use and don’t present uncontrollable risks to the underlying master brand.”

2DBS: Mr. Alexander, I agree that 2D technology can help associate the traits you mention with a brand, but when it comes to the freedom to use and the risks, controllable or uncontrollable, to an underlying brand, something has to be said. Take a look at my 2D Barcode Litmus Test Scorecard to the right and you'll see that campaigns judged as failures far out pace those that are judged as passes. Why? Because in all too many instances, free does not equate with know how, experience or best practice, and one advertiser after another thought they knew enough to develop and implement a 2D-based campaign, but, in reality, they were not even close. There are a number of technology and marketing related factors involved with implementing a truly effective 2D-based campaign, and if these are not addressed appropriately and accordingly they can be seen or interpreted as risks.

Mr. Alexander: "The biggest mistake that luxury brands make is developing promotions just for the sake of doing so. This is still true with customized QR codes."

2DBS: Mr. Alexander, I agree. Many companies create and use customized codes for no real reason or purpose. In many instances, a generic code could have worked just fine, or better.

Ms. Lamb's article raises a number of good points regarding customized QR Codes, and mentions a couple of 2D best practices to keep in mind, but falls short on proof of concept (i.e., proof that customized codes increase brand recognition and engagement). My two cents, sure a customized code makes for a more complete brand statement and/or image, but if customizing is not implemented correctly, similar to a generic code campaign, it will end up meaning very little and costing even more. Lastly, as mentioned above, know that there are a number of technology and marketing related best practices to put in place when considering customized codes. It's not just a matter of cutting and pasting a logo into a code.

What's your experience with customized QR Codes?

Capital One uses QR Code

2011-09-27T23:21:00.004-04:00

Capital One has launched a new print campaign which features a QR code and, as much as I would like to comment on the 2D experience, I would also like to comment on the advertisement as a whole.

First, the 2D experience. When the QR Code is scanned, the reader of the advertisement is linked to a mobile website that displays the bank's current yield/offer (a whopping 1.01%) and beneath the rate copy there are three touch tabs titled: The perks, Compare our rates and Call Us. Beneath the three touch tabs is a paragraph of disclaimer copy. Touch the "The perks" tab and a consumer can read more about the features of the offer being made. Touch the "Compare our rates" tab and a consumer can read a chart that compares rates with other well-known banks. Touch the "Call us now" tab and the bank's 1-800 phone number is preloaded into the mobile phone, waiting for the call to be activated.

One of the issues I have with the content of the scan resolve is the 1-800 number. When dialed, the 1-800 number connects to a general customer service menu prompt, there is absolutely no mention or direct connection with the 5X offer made in the print advertisement. Why? Why not treat the phone call as though it were a web landing page, where the phone message is directly tied into the print advertisement? Or, shun the thought, why not have a live customer service rep answer the 1-800 number and speak directly to the 5X offer? More meaningful, personal, relevant, is it not? In so far as the rate comparison page and the perks page, no real value being offered here. Yes, the rate comparison is somewhat helpful, but not truly valuable, and the perk information is the same information that's found in the ad's disclaimer copy so, why just repeat it?

Second, the ad as a whole. There used to be a time when "high yield" meant 5%, 10%, 15% so, how does 1.01% equate with "high yield?" Coming from the financial services world I realize that rates and performance are all relative and dependent on many macro and micro factors, but seriously, is this the best a bank can do with respect to "high yield?" While the use of 5X in the ad's headline may pique a consumer's curiosity to learn more, how interested will the consumer be once they take the time to scan the QR Code and learn that the yield is only 1.01%? Clever use of copy on the company's part but, from the consumer's perspective, where does this leave them post-scan?

Read the other perk's being offered and I wonder, are they really perks? Perk 1 - Lock in the promotional yield for one year. Why not offer the promotional yield until rates go above 1.01%? Perk 2 - Free ATMs. Most, if not all, banks offer free use of their ATMs so, how is this a perk? Yes, Capital One will reimburse up to $15 of other bank ATM usage fees per month, but this does not sound like free to me past $15. Perk 3 - Free checking. Many banks offer this service, so how original and/or unique is this perk? Perk 4 - Great for combined balances. When the bank is telling consumers that in order to reap the benefits of this account a minimum of $5,000 needs to be kept on balance across all deposit accounts, how does stipulating a minimum constitute a perk?

What irks me the most about this advertisement is that the bank is offering nothing of real substance and forces consumers to either scan a code, text a short code, call a phone number or visit a website to find this out. Why not be creative, innovative when it comes to personal checking accounts? Surely there must be a way, but then, we are talking about a company that uses Viking-like personalities to promote part of its business. Lastly, at what point does the 2D provider step in and say something regarding scan resolve content and the interactive experience as a whole, because there is a well-known company behind this ad?

Would love to hear from the bank post-campaign and learn how many checking accounts were opened as a result. Surely that must be an objective above and beyond just scans.

2D Barcode Litmus Test: FAIL

2D Barcodes and the Brand

2011-09-26T20:40:00.004-04:00

Recently, I read the website of a company that consults on brand management and marketing strategy and, in doing so, it dawned on me that with all that has been written or spoken about 2D barcodes, and how they are used for advertising and promotional purposes, no one has touched upon the fact that a 2D code, and the interactive experience that goes along with it, is really an extension of a company's brand.

As marketers, we know that a brand is an encapsulation of just about anything, tangible and intangible, that a company projects into the marketplace, whether it be a logo, corporate colors, a promotional tag line, a print advertisement, a product or service, a phone representative's voice, a mission statement, a URL address, an in-store display, a customer service policy, a technological application, a shipping box, a website, a public relations statement, a direct mail package or a live event, etc. so, why should a 2D barcode, and the interactive experience that goes along with it, be any different? Additionally, when a brand related component or element is used in an advertisement, the company's brand reputation, credibility, image and value are put on the line so, here too, why should it be any different with 2D barcodes? To illustrate how 2D codes and the accompanying experience is an extension of the brand, here are a few examples.

Company 'A' displays a 2D barcode in a print advertisement, but the code is printed too small and cannot be scanned. The consumer walks away frustrated in attempting to access the code's contents. The result: brand value decreases.

Company 'B' displays a 2D barcode on an out-of-home advertisement and, when the code is scanned, the consumer is linked to a 30-second self-promotional corporate video which, when finished, links to nothing (i.e., no additional product information, no special offer, no information about retail locations, etc., etc.). The consumer feels as though his/her expectations were not met and spreads negative comments socially. The result: brand value decreases.

Company 'C' features a 2D barcode on an in-store product package label and, when the code is scanned, the consumer is linked to a mobile website that provides all of the product and company information that a consumer would want or need, as well as an incentive for purchasing the product right there and then in the store. The consumer is more than satisfied by the experience and spreads positive comments socially. The result: brand value increases.

Of course, these are simple illustrations of what may or may not happen in the real world, but they are not that far off. Companies work long and hard to craft, produce and foster a brand image, and a positive one at that, but all of this can be easily ruined if, when using 2D barcode technology, the code resolves to content and/or an experience that does not offer and/or deliver value, relevance, meaning, worth and benefit to the consumer, as well as a seamless, well-executed end to end mobile experience. It's that simple, or should be.

The main take away for those considering the use of 2D barcodes, make sure that the people involved in the decision making process (e.g., marketers, creatives, developers, etc.) fully understand that it's not just the ad's return on investment that's at stake, but the much larger and more important corporate brand as well.

Digiday Mobile Conference - Recap and Questions

2011-09-25T20:21:00.001-04:00

Last week, Digiday hosted a conference in New York, which focused on "the potential and the pitfalls of mobile marketing and asks whether the third screen will take center stage or be relegated to mini-web status and limited to mini-web budgets." One of the conference's sessions debated the topic of mobile barcodes and, on the session's panel, were Bill McQuain (Director of Business Development, Microsoft Tag) and Abbe Cherkaoui (General Manager, Media, GoldSpot Media). While it seems as though a lot was covered during the session (I did not attend, but have read excerpts), there are a couple of items that I wanted to question and comment on.

First, the issue of, which barcode scanner app works with which code, came up and Mr. McQuain was quoted as saying, "...there are more than 200 different code readers available, making the market fragmented." In my opinion, the market is only fragmented by the type of 2D barcodes that are on the market (e.g., QR Code, Microsoft Tag, Data Matrix, etc.), not by the number of reader apps. And, for those who wish to claim that there are all too many code readers on the market and consumers get confused by them, all that needs to be done is for advertisers to disclose the name of the code type used in their advertisement or promotional piece, and to offer the name and/or location of a reliable and credible code reader app to download and make use of. What can be more difficult? Also, if an advertiser believes that the field of code reader apps is too difficult for consumers to navigate, why not consider the private labeling of an app?

Second, as Mr. McQuain discussed the value that is delivered, or should be delivered, in a 2D campaign, he cited Allure magazine's annual "giveaway" issue, where about 35 Microsoft Tags were used throughout the publication. Question to Mr. McQuain and others at Microsoft Tag, when will you stop using the Allure "giveaway" campaign as the only campaign to reference scan numbers? Okay, over 400,000 scans took place, great, but how many readers of the magazine actually scanned the codes, how many more magazines were sold or subscribed to due to the use of Tags, how much product was sold by advertisers post campaign, how much web traffic was driven as a result of Tags, how did the Tags affect social media and/or social sharing of the campaign, over what time period were the scans made, etc.? These are the questions we would really like to know the answers to, not just that X number of scans took place. Besides, there must be other high profile Tag campaigns to talk about from a case study perspective. Yes, no, maybe?

The above aside, it seems as though Mr. McQuain and Ms. Cherkaoui were both very much behind 2D barcode best practices in that they urged audience members to make certain that value was being delivered via the 2D experience, a strong and relevant call-to-action was being used, the target audience's use of mobile should be well understood and consumers need to know what to expect, or where they will be linked to, once a code is scanned.

If you attended the event, your first-hand comments are welcomed.

Please Don't Waste Our Time

2011-09-24T06:02:00.000-04:00

Why do some advertisers like to waste people's time? Oh yeah, because they think they are being so clever.

The other day, I received a direct mail package from InfinityAuto.com, a car insurance company. At the top of the "personalized" letter (Dear Roger Marquis, not even Mr. Marquis), a QR Code was displayed on a detachable card (see image below). When I scanned the code, I was linked to a page that had some copy and a large "Call Now" button, as well as the company's 1-800 number and a URL address.

A couple of questions for the marketers at InfinityAuto:

1) Do you believe you are saving consumers time and/or steps by having them 1) locate a code reader app, 2) wait for the app to open, 3) scan the code, 4) read the landing page, 5) touch the "Call Now" button and 6) touch the "call" button on my phone, all in order for them to call your company and speak with someone about rates, as opposed to them typing the 1-800 number into their phone and making the call themselves? Why make consumers jump through a 2D hoop if it's not necessary?

2) Do you believe this is a real 2D/mobile experience and best use of the technology? Sadly, you probably do. Why not use the code to link a consumer directly to a product page, a quote form, a rate comparison chart or, at a minimum, the company's website? Anything that would resemble a real experience, and a worthwhile one at that.

Once again, a very lazy and uninspired use of 2D barcodes.

2D Barcode Litmus Test: FAIL

How to Identify and Measure a Successful 2D Barcode Campaign

2011-09-22T11:01:00.000-04:00

Recently, an interesting question surfaced on a LinkedIn discussion board, which read, "What set of criteria or indicators are used to determine the success of a barcode campaign?" Perhaps this is an area that you and your company are struggling with as well, so I will attempt to answer.

Advertisers can all look to number of code scans, number and type of pages clicked on, site entry and exit pages, bounce rates, number of products sold, etc., etc., but while the list of metrics may be the same from one 2D-based advertisement to the next, the actual determinants of success will vary, because the goals and objectives of the campaigns will, or should, vary. Here's an example: Advertiser "A" and Advertiser "B" both want to generate B2B sales leads via a 2D barcode campaign. Advertiser "A" sets a goal of 100 leads, whereas Advertiser "B" sets a goal of 1,000 leads. While the same metric may be used to measure each campaign (e.g., the number of leads obtained via the code scan), success can only be measured by the goal that each campaign has set for itself (e.g., either 100 or 1,000).

Or, let's look at it another way. Company "X" wants to use 2D technology to create media buzz about a new product and will be pleased with 10 new press mentions. Company "Y" wants to use 2D technology to sell more products via its mobile commerce channel and will be happy with $50,000 in sales. Two very different uses of 2D, both using different metrics to identify and determine success.

Each 2D campaign will have its own set of criteria or indicators, as well as goals and objectives, by which success can and will be determined, and this can be said of most any advertisement in general. For some reason, however, when it comes to 2D barcode tracking and measuring, a lot of people pay attention solely on scan rate numbers and are not focusing on the more important downstream numbers (i.e., post scan numbers) such as individual page traffic, time on site, social sharing and even, shun the thought, actual product/service sales. Sure, code scans may provide some useful information and answer some basic questions about the target audience, but certainly not all. Advertisers need to dig deeper to find meaning within the results of a campaign and to determine whether or not it was a success.

In summary, with no specific or standard set of criteria or indicators to use to determine the success of a 2D campaign, let alone baseline industry numbers or percentages to act as a guide, advertisers should conduct their own market/campaign research just as they would when making use of direct mail, email, landing pages, banner ads, etc. 2D is no different. Create A/B split tests, measure over time, measure frequency, measure ad distribution or placement, etc., etc.. If conducting this research can be done in-house great but, if you choose to use an outside 2D provider, ask what their capabilities are when it comes to conducting the type of market/campaign research described above.

Park Lane Hotel uses QR Code

2011-09-20T21:13:00.000-04:00

Recently, the Park Lane Hotel placed this QR Code-based advertisement in The New York Post, and I like it because it is simple yet effective.

When the code is scanned, the reader of the ad is linked to a very well designed mobile site. At the top of the site, there is special offer copy (25% off any room, any rate in the hotel) that links directly to the copy found in the ad. Beneath the special offer copy there are navigation tabs for: Specials, Reservations, Accommodations, Location, Photo Gallery and Home. In each section, there is plenty of additional information about the property, all laid out in an easy to view and navigate manner.

What I love about this application is that it is so basic, delivering the exact information that a traveler/tourist wants and needs, as well as a special discount. Win, win. The only other item I might have included on the mobile site is customer reviews. Travelers/tourists are always interested in what others have to say about a hotel, restaurant, city, landmark, etc. so, why not include it here? Also, as much as I advocate attaching a line or two of descriptive and/or instructional copy adjacent to a code, in this instance, I believe, it works without, because the idea behind the ad is that it's all about a secret.

For companies in the hospitality industry, this is a 2D barcode campaign to replicate.

2D Barcode Litmus Test: PASS

How Not to Define Exclusive Content

2011-09-20T11:41:00.001-04:00

Every so often, an advertiser using 2D barcodes will use the word "exclusive" to describe the scan resolve content. The question I have for these advertisers is, how do you define exclusive?

Recently, Mobil, the oil company, ran this print advertisement in a national sports magazine and the company used the word exclusive ("Snap a pic, or scan with a QR code app for exclusive Mobil 1 content.") in the caption near the QR Code.

When the code is scanned, guess what the reader of the advertisement is linked to? Go ahead, guess what the "exclusive" content is. Want to try again? How about a 15-second video of the two drivers shown in the ad talking between themselves about the type of car racing they do. That's it. Sound "exclusive" to you? It certainly doesn't to me.

From a 2D/mobile experience perspective, the scan resolve in this ad is virtually worthless and offers nothing of use, value or benefit for the reader. Looking beyond the actual content itself, how "exclusive" is the scan resolve when the circulation of the magazine is over two million people? Granted, not all readers will find the code and want to scan it, but just let's say they did. All exclusivity then goes out the window.

Advertisers, 2D or not, need to pay attention to the copy they are using and realize the sophistication of their audience. Not only is this ad's scan resolve worthless, so too is the entire experience, because even after watching the video there are no links or messages to keep the reader of the ad engaged. No product information is provided. No incentive to purchase is offered. The entire experience simply amounts to a waste of time.

If this were to be exclusive content then, why not offer it to the first 50 or 100 readers of the ad that scan the code? At a minimum, provide content that is truly meaningful, relevant and beneficial to the consumer, which does not have to take the form of a video. All it takes is a little bit of thought.

2D Barcode Litmus Test: FAIL

Car Commercials - What's Going On Here

2011-09-16T11:49:00.000-04:00

From time to time, I write about general marketing thoughts, questions, ideas, etc., and this is one of them.

The other night, I was watching television and happened to see a commercial by Dodge for its new Durango truck and, after the 30 seconds, I'm sitting there asking myself, are they serious? Does Dodge really think this creative presentation, message, experience is going to motivate and/or interest me, or anyone else for that matter, enough to want to learn and inquire more about the truck? But, as I was pondering that commercial, another one came on from BMW and, here too, I am left wondering, are they serious? Who in their right mind comes up with this creative and, to go one further, who signs off on this nonsense. Sorry if I am hurting someone's creative feelings but, can you honestly tell me that someone is going to buy or become interested in buying a BMW, because a fuel tanker plane hovers over a convertible BMW, lowers a refueling boom and then proceeds to release coffee into the driver's coffee cup, as if it were refueling another aircraft in mid-flight?

You talk about marketing ROI and where the dollars go. Who keeps tabs on these types of commercials, this type of creative and says, yes, we are getting our money's worth, so let's keep going in that strategic/creative direction? You ask me and I haven't a clue.

In writing this, two other car commercials come to mind, one for Mercedes-Benz and one for Cadillac. In the Mercedes commercial, we see a guy standing in the middle of the desert and driving by him at different angles and high speeds are a number of Mercedes cars. Yeah, so? All that's happening is that the guy is getting covered with dust from the passing cars. In the Cadillac commercial, a car is racing down the salt flats and, as it does, arrows are being shot at it, as if it were a remake of some Greek or Roman war classic. The idea is that the car's design was inspired by the shape of an arrowhead and so with all the arrows being flung at the car, this is suppose to mean or tell us something. Does it speak to you, because it certainly doesn't speak to me.

Do the automakers, or other advertisers in general, really believe that they have to dumb things down so much in order for consumers to become interested? What about elevating the conversation/message and talking about things that really matter, like safety, fuel economy, resale value, low maintenance cost, post-sale service offerings (e.g., roadside assistance, etc.) or just to know the unique colors or options that come with the car.

Maybe it's just me, but as the good Seth Godin says, these are all interruptions and consumers these days simply don't like them. When will the automakers and other advertisers take note of this and realize there are plenty of other ways to engage and interact with an audience and, perhaps, this is where the valuable and limited marketing dollars are spent. Has anyone heard of a new technology/marketing channel called mobile?

Saatva uses QR Code

2011-09-15T10:44:00.000-04:00

If I were in the market for a new bed mattress, chances are I would seriously consider making my purchase from a company called Saatva. Read the company's history, product information, product guarantee, pricing, and customer reviews on the company's website and it seems as though Saatva has a virtually bullet-proof business model, marketing strategy, unique selling proposition, product line-up and offer. But, once the QR Code, which is displayed in the company's newspaper print advertisement, is scanned, the image of perfection (i.e., bullet-proof) quickly fades away.

When the QR Code is scanned, the reader of the ad is linked to the desktop version of the company's website...nothing mobile going on here. Seeing how well the company markets itself via its website, it's a wonder as to why they have not created a mobile website to go along with the QR Code that's being used. Somewhere, somehow the ball was dropped regarding mobile, and maybe this is a perfect real life example, which illustrates the points made in my last article.

2D Barcode Litmus Test: FAIL

Why Mobile Barcode Campaigns Don't Work

2011-09-14T20:06:00.003-04:00

When a company decides to use 2D technology in their advertising, on their packaging, etc., there are a number of technology and marketing related variables, components and best practices at play which, alone or in tandem, can cause a 2D-based campaign to sink or swim, or to be as effective or as efficient as it could or should be.

Beyond the factors mentioned above, I believe there is one overarching reason as to why mobile barcode campaigns often don't deliver and succeed, and this is based on a company's marketing organization and structure. Please allow me to explain.

When marketers talk about or define their role or function within an organization, they often use the term silo to do so. And, as much as marketers may see themselves within a silo, they also use the term to describe sales, technology, finance, operations and other departments or groups within the company. Because each functional area (i.e., silo) has its own set of goals, objectives, projects, priorities and challenges, etc., it should come as no surprise that the lines of communication and/or ability or willingness to collaborate between departments or groups is often weak or, worse still, totally nonexistent. And, as a result of this type of working condition or organizational structure the company suffers, as does its customers. Sound familiar?

Now, let's take this a step further and focus on a company's marketing department. Today, marketing departments are often made up of various groups, which can include on- or off-line direct response, web development, market research, digital advertising, print advertising, television advertising, mobile, out-of-home advertising, search, media buying, telemarketing, events, corporate communications, public relations, call center, customer service, etc., call them what you will. And, as mentioned above, in relation to functional silos, the same can be said for groups within the marketing department, where each group is viewed as a stand alone silo with its own set of goals, objectives, projects, priorities and challenges.

So, when it comes time to develop and implement integrated strategies or campaigns, the strategies and campaigns stand a good chance of not being able to live up to their fullest potential, especially from the very beginning, only because real or perceived marketing silos were present. Does any of this sound familiar?

With marketing silos acting as communication and creative barriers, I believe it's all to easy for marketers, creatives and/or developers to get in their own way when it comes time to conceive, craft and implement a 2D-based campaign, because, at any point in time, who's to say that all are on board with 2D technology, let alone mobile and, further still, best practices. If the people who need to be involved with a 2D-based campaign can't find it within themselves to figure out how to break down the silos, establish a game plan and adhere to it, then I believe it's relatively easy to see where the strategic, creative and technology breakdowns are occurring and what's causing so many ill conceived and poorly executed 2D-based campaigns from the get go. (I also believe there is a great deal of misinformation being doled out by agencies and 2D providers, but that's for another article.)

In thinking this through, and I know I have a leg to stand on based on a recent conversation with the CEO of an established mobile barcode platform, I believe a new best practice should be considered and added to the mix. What if we were to call it "Marketing Collaboration?" The main tenant of the best practice is that in order for 2D-based campaigns (i.e., the end-to-end 2D/mobile experience) to be as meaningful, valuable, beneficial and successful as possible for the company, as well as for the consumer, marketing in its entirety must realize the need for open lines of communication and the sharing of information and resources, and to make whatever accommodations that are necessary in order to facilitate such items or activities.

What's your take? Should this be considered as a new 2D barcode "industry" best practice?

(Thank you, M.G.)

Mobile Marketing Summit - An Observation

2011-09-12T23:30:00.003-04:00

Last week, Mobile Marketer hosted a Mobile Marketing Summit and one of the sessions, which was paneled by CEOs from various companies in the mobile space, discussed the topic "What Needs to Happen to Accelerate Mobile Advertising and Marketing Deployment During the Holidays." During the session, the topic of mobile barcodes came up and was heatedly debated by panelists Greg Schmitzer (CEO, Mad Mobile), Nicole Skogg (CEO, SpyderLynk), Oren Michels (CEO, Mashery), Mike Wehrs (CEO, Scanbuy), Amielle Lake (CEO, Tagga Media) and Ken Harlan (CEO, MobileFuse).

In reading the session's highlights, the one comment that I would like to focus on came from Nicole Skogg of SpyderLynk, the company behind the proprietary barcode format called SnapTag. Ms. Skogg said, "One of the issues around bar codes is that there are a lot of competing standards, which is adding to the confusion in the marketplace." And continues by saying, "I think we will end up with one kind of bar code that means take me to a Web site and others that have some other kind of functionality behind them.” To Ms. Skogg, and others that see the industry from her perspective, I disagree.

First, I do not believe the term "competing standards" accurately represents the mobile barcode industry. In my mind, there are a number of competing code formats or types, but there is no real standard or one standard. QR Codes differ from Data Matrix Codes, which differ from Microsoft Tags, which differ from SnapTags, which differ from JAGTAGs, etc. Yes, they all compete, but there is no real or one standard in the industry.

Second, I do not believe there is as much confusion in the marketplace (i.e., among consumers), as Ms. Skoggs and others believe is present and, even if there was, it is easy to correct the situation. From my perspective, and from what others write and report on as well, it appears as though QR Codes are the most widely used codes in the U.S. marketplace and by quite some distance. Also, if advertisers simply identified the code that was featured in their ad then the thought, or worry, of confusion would go right out the window (e.g., "Scan the QR Code to receive a $20 discount on your next purchase." "Scan this Microsoft Tag, etc."). Also, if confusion was a worry, why or how does Ms. Skogg explain her standing behind a product like SnapTag, which is not as far along as QR Codes with respect to use and adoption by advertisers?

Third, Ms. Skoggs talks about multiple codes in the marketplace and how confusing they are but, how much more confusing would it get if there was one code for this type of function/action and another code for that type of function/action? If I understand Ms. Skoggs correctly, which I believe I do, that would be insane and stop the use and adoption of mobile barcodes dead in their tracks. From what I can tell, there is no need for specialized codes. Am I missing something?

I read these comments from a CEO in the industry and I just wonder. What is her company's game plan? What are their goals and objectives as a provider, a proprietary one at that? What does she see when a company like JAGTAG, which offers a very similar type of code, gets acquired?

Although these are the only comments that I wanted to focus on, it's worth mentioning that the panel seemed to have touched on the key factors and best practices which need to be in place to ensure the successful use of barcodes, and mobile, during the holiday shopping season. Just hope the audience was listening.

Bertazzoni uses QR Code

2011-09-08T11:58:00.000-04:00

Recently, Bertazzoni, the Italian kitchen equipment manufacturer, launched this ad which features a QR Code. As beautiful as the ad creative/design is (although the code lacks a call-to-action, description, instruction, etc.), in addition to the product itself, much less so can be said about the 2D/mobile experience. Why? Because there is none.

When scanned, the code brings the reader of the ad to the desktop version of a deep page on the company's website, a page that doesn't not even appear correctly on a mobile phone, or at least not on mine. So kudos to the company for wanting to try 2D technology in a print ad, but shame on the company's marketing/creative team for not thinking through the 2D/mobile experience from end to end, strategically and tactically, and not offering consumers or kitchen designers something, anything, of value or benefit.

2D Barcode Litmus Test: FAIL

Who Will Be The 500th Member?

2011-09-08T11:12:00.000-04:00

As of this morning, there were 499 members in the LinkedIn group that I created and manage, 2D Barcode Strategy & Creative. Who will make it 500?

Several months ago, I started the group as an offshoot of this blog, so that others interested in all things 2D barcodes could more easily ask questions, start discussions, learn from others and help others by providing expert opinion and knowledge. Based on the feedback that I have gotten, it appears as though the group has made good on all of these accounts.

With members from all over the globe, representing a number of industries and professions, perhaps you would find membership in the group to be of use and benefit for the work you do. If anything, group membership provides a means to further your professional and/or LinkedIn network Hope to see you there.

If you are already a 2D Barcode Strategy & Creative member, thank you for your interest and support.

How Not to Describe Your Mobile Barcode

2011-09-07T11:38:00.000-04:00

These two advertisements were spotted in the latest issue of Architectural Digest; one has a Microsoft Tag and the other a QR Code.

Although I am usually interested in analyzing and commenting on an entire advertisement, what I want to focus on with these two particular ads is the copy that's associated with each code. For the top ad, the copy reads, "Modern History by Wood-Mode. Download at the App Store or www.2dscan.com." For the bottom ad, the copy reads, "The custom furniture finish that is as individual as a fingerprint. Each piece is signed by and dated by designer Sally Sirkin Lewis. Get the free mobile app at http://gettag.mobi Watch the Ombre Video."

In regard to the top ad, what is the consumer suppose to download at the app store? What is the consumer suppose to download at www.2dscan.com? What type of website is www.2dscan.com? Nothing is defined or explained, whether it's the QR Code itself or what is to be downloaded.

In regard to the bottom ad, the consumer is told to get the free mobile app, but why? What does the app have to do with the Tag? Also, the consumer is instructed to watch the video, but how are they supposed to do that? Here too, nothing is fully explained or described.

Both of these companies may wish to believe that the vast majority of consumers are on board with and understand how to use mobile barcodes, but they aren't. Not yet. So, from a best practice perspective, it makes sense for advertisers to describe, explain and instruct consumers on what a code is, why they should scan it, where they will go upon scanning and how to locate and download a code reader app. All it takes are a couple of short sentences to detail the above information, which not only serves to inform the consumer, but it also works to motivate the consumer to engage and interact with the ad (i.e., brand, product, service, etc.) via the code.

Of course, I could not help myself, I went ahead and scanned the codes anyway. The top code resolves to the desktop version of the company's website, and the bottom code resolves to a 1:44 minute You Tube video. Not optimized for mobile on the first. Too self promotional and not optimized for mobile on the second. In relation to both ads, what's in it for the consumer? Answer, not much, and that's a shame.

2D Barcode Litmus Test: FAIL and FAIL

New Balance uses In-Store Mobile Barcode

2011-09-06T11:22:00.001-04:00

This mobile barcode campaign is a mess, so I will try my best to keep my analysis as succinct as possible.

Recently, New Balance, the sneaker company, opened a new flagship store on Fifth Avenue in New York City. As you enter the store, you can't help but notice the large gold and black QR Code, which is displayed on a column facing the front door, and the headline which reads, "Go For Gold" (see below). As prominent as the code display may be to people walking in the front door, or even looking into the store from the front windows, the code and its headline, I believe, means very little to the average consumer and has probably netted very few responses (i.e., scans). Why? Let's take a closer look.

First, the average consumer will look at the code and the headline and walk right by it. Why? Because there is no descriptive, instructional and/or call-to-action copy next to or near the code for a consumer to read. What? There is descriptive and instructional copy next to the code. Where? Where? Oh, there it is, it's hiding behind the point-of-sale kiosk, which is located underneath the code and in front of the column (see below). Well if that's not the perfect place to put copy that important, then I just don't know where else is.

Who came up with the bright idea of placing copy in this location? If I was not as in tune with 2D campaigns as I am, I would have had no reason to hunt down and locate the instructional and descriptive copy hiding behind the kiosk. For that reason alone, I do not believe many will scan the code, but let's keep going.

Second, let's pretend I am a savvy consumer and know all about mobile barcodes. I enter the store, notice the QR Code and scan it. I am then brought to a page that has the following message displayed, "iPhone users, think you can outrun NYC? Then watch the video below to find out how you can get a shot at free exclusive New Balance shoes and a 14K gold baton valued at $20,000." Beneath the play button for the video there is another message, which reads, "Don't have an iPhone? Get $20 of EXCELLENT free from New Balance by clicking the link below." Plenty to discuss here...

It seems as though New Balance wants to think of consumers as haves and have-nots. Consumers either have an iPhone or they don't and we, as a company, are really only interested in the ones that have. The game the company created, as described in the 1:14 minute video, was only intended for iPhone users, all others are out of luck and can settle for a $20 gift card, no contest for you (said like the Soup Nazi on Seinfeld). What kind of corporate message does that send or image does that project? Is the company not smart enough to develop a contest to be all inclusive, where mobile phone type does not matter? I guess not but then, why was I able to view the video on my Android phone? Does New Balance really have a handle on this thing called mobile?

With respect to the second message that appears on the scan resolve web page, what's "EXCELLENT" supposed to mean or refer to? If I am a fan of New Balance I would know the company is referring to a new line of sneakers, but what if I'm not? Also, is correct grammar being used in the sentence? I don't believe so, but that's for another discussion altogether.

What I also don't understand about the whole promotion is, when does the contest end? No date is given in the video or anywhere next to the code on the column. So, do I really want to spend the time and do what the video tells me I have to do in order to play the game and possibly win, only to find out that the contest is already over?

Sorry, I have to stop here. My mind is numb after trying to make sense of this campaign. Okay, one last thought/comment/question...What's in it for New Balance? The company runs a contest, it offers gift cards, gold batons, free sneakers, etc. but, where and how are they collecting consumer data and information for future campaigns and promotions? Am I missing something? Yes, they will (might) have some scan data, but then what?

Lastly, it's worth noting that this QR Code (which is a JAGTAG QR Code) was the same code used in print ads that the company ran when the store first opened a couple of months ago. Why is the print ad code being used in-store? Yes, they both want to promote the company's new line of sneakers, but the consumer is already in the store shopping, not reading about the sneakers in the local newspaper. Shouldn't the scan resolve be something all together different if the audience itself is different (i.e., print ad reader vs. in-store shopper)?

Enough. Hope you learned something.

2D Barcode Litmus Test: FAIL

Best 2D Barcode Campaign for 2011

2011-09-01T21:54:00.000-04:00

With just three months left in the year, which 2D barcode-based campaign will rise above all others and be selected as the Best Campaign for the Year?

To date, only a handful of campaigns have passed my 2D Barcode Litmus Test and, if past is preview, I do not expect to find many more winning campaigns (i.e., those that pass the litmus test) over the next three months to add to the list and make a selection from. So, to all of you advertisers and agencies out there looking to incorporate 2D technology into your advertising or packaging, etc., prove me wrong and show me that your campaign is worthy of winning the title "Best Campaign of the Year" and the $250,000 check that goes along with it (you know that's a joke, right?).

If you are an advertiser or agency that would like to submit your campaign for review and consideration, please send an email with images of the advertisement or packaging, a brief overview of the campaign/strategy and the results of the campaign if they can be disclosed. Because I only see a tiny fraction of the total number of campaigns out in the marketplace, it would be great if I had that many more campaigns to review and consider.

In mid-December, I will start the review process and, by the end of the month, a winner will be announced. For the campaigns that have already passed the litmus test and those that make their way to the "pass" column over the next three months, good luck and may the best campaign win.

Thank you in advance for any additional submissions. Any questions, comments or suggestions, please let me know.

How Not to Display a Mobile Barcode

2011-08-30T09:47:00.000-04:00

In their current print advertising campaign, Jakks Pacific, the parent company of Cabbage Patch Kids dolls, shows us how not to display a QR Code. (This is the right-hand page of a two-page spread.)

First, the QR Code is much too small. Best practice states that QR Codes should be no smaller than one inch square. This code is only 3/8 of an inch square. Percentage chance of a consumer being able to scan the code: 0%.

Second, the company placed the code in the gutter of the magazine, which does not make it easy for a consumer to 1) find/spot the code and 2) scan the code. If the marketing/creative team knew they were producing a two-page ad, why place the code in such a location? Best practice puts the code on the side of the page opposite the gutter, in the upper or lower corners.

Third, there is absolutely no copy associated with the QR Code to instruct and/or describe. Here too, best practice would have some sort of verbiage informing and educating the consumer about the code and what to do with it, as well as, and at a minimum, providing some sort of call-to-action.

From an overall strategic and tactical perspective, it doesn't get much worse than this. If your company wants to make a go of using 2D technology, here's just not what to do.

Lastly, a wager...the company sees no return, benefit or value in featuring a QR Code, so they will no longer use them again in their advertising. Bottom line: A missed opportunity for Jakks and a missed opportunity for the consumer. What a shame.

2D Barcode Litmus Test: FAIL

Pilot uses Mobile Barcode to Promote New Pen

2011-08-28T20:32:00.001-04:00

Recently, Pilot Pen launched a print advertisement in Real Simple magazine to promote a new pen with erasable ink, and featured in the ad is a QR Code.

The most notable aspect of this advertisement, I believe, is the call-to-action. Typically, 2D-based advertisements lack a strong/urgent call-to-action, which is directly tied to the code, but, with this advertisement, just the opposite is true. This ad's call-to-action, which reads, "Be one of the first 100 to scan this code with your smartphone and get a FREE FriXion!" not only prompts a consumer to respond quickly, but also instructs the consumer as to what to do with the code itself (i.e., scan it).

When the code is scanned, consumers are linked to a web page that informs them as to whether or not they are one of the first 100 people to scan and respond. In my case, I was not one of the first 100, so the web page I was linked to provided me with an email contact form, which could be filled out in exchange for discount coupons to be sent via email. If I was one of the first 100 people to respond, I suppose a contact form would have been on the page, as well, asking for information as to where they could send me my free pen.

As much as I like the advertisement's call-to-action, there are a few things that could have been implemented to make the campaign a bit stronger. First, the density of the QR Code could have been lessened (i.e., simplified), so as to ensure the scanability of the code. Second, the scan resolve experience could have been richer in that the landing page could have offered more than just a contact form. Why not create a more detailed mobile page and offer some of the product/company information found on the desktop version? Third, why not encourage word of mouth and offer social sharing links on the scan resolve landing page? Fourth, why link the scan resolve landing page to the desktop version of the company's website? Again, why not make a feature/capability rich mobile website? And, fifth, to increase the visibility of the QR Code the code should have been positioned in the lower right-hand corner of the ad, since it was a right-hand facing page. Placing the code near the gutter makes it more difficult for consumers to find and scan the code.

All told, I like the campaign, because it is straight to the point and effective...could it have gone further (i.e., richer 2D/mobile experience), yes, but it certainly accomplishes what it sets out to do.

2D Barcode Litmus Test: PASS

Pillsbury uses Mobile Barcode

2011-08-24T21:04:00.000-04:00

Recently, Pillsbury used a QR Code in a Sunday newspaper coupon circular, and it's great to find a campaign that actually works well and delivers.

First, the company does it right by providing copy next to the code that 1) serves as a call-to-action ("Find Your Favorite Pillsbury Recipes on our New Mobile Website"), 2) tells the reader of the circular what to do with the code ("Scan this QR code with your smartphone or visit m.pillsbury.com), and 3) informs the reader about a code reader app ("You may need to download a QR Reader app"). With respect to item number three, this is the first time I have seen an advertiser write "may need to download a QR Reader app" and I mention this because, for no other reason, it shows that the company is in tune with the target audience, as well as the technology.

Second, the scan resolve goes to a mobile website that lists a wide variety of recipes that are well categorized and easy to sort through. Also listed is information about the company's Bake-Off Contest and cooking products.

Third, although the QR Code is not as simple as it could be, it is large enough to be easily spotted and scanned (see related article).

Simple in its approach, yes, but that's because the campaign and the mobile website/experience doesn't need to be any more complex than it has to be. Is value being delivered via the code/experience, yes, if you are searching for food recipes, product information and customer reviews. The only component of the campaign that I might have changed was the way coupons are being offered. On the left and right edge of the coupon circular, Pillsbury offers a total of six coupons to be clipped and used. Why not provide mCoupons, and bring the mobile aspect/experience that much further? It seems as though the company is making a big enough push for its new mobile site, this would add one more dimension and way to interact. Just a thought.

2D Barcode Litmus Test: PASS

6 Reasons Why My Mobile Barcode Campaign Is Better Than Yours

2011-08-23T22:11:00.001-04:00

Let's play a game. Step 1: Locate a popular consumer magazine or local daily newspaper. Step 2: Find an advertisement in the publication that displays or features a QR Code or Microsoft Tag. Step 3: Scan the code. Step 4: Experience the journey between the print world and the digital world. Step 5: Set the advertisement and your mobile phone to the side and please continue to read on.

Without my seeing the advertisement you chose or experiencing its scan resolve content, I will wager that, if I were to remake the advertisement, mine would be much better and more effective than the original. Here's why.

Reason #1: Descriptive/Instructional Copy
My advertisement would include copy along side the QR Code or Microsoft Tag, which informs the consumer of the following: type of code shown, where/how to download a code reader app, scan call-to-action, non-smartphone details (i.e., text/short code or URL address information), and where/what the code will resolve to. Does your advertisement have any and/or all of that information?

Reason #2: Mobile Optimized Content
The code in my advertisement would resolve to content (e.g., home page, product page, video, audio, etc.) that is optimized for a mobile platform, not a desktop platform. Does your advertisement link to a mobile site or mobile content?

Reason #3: Mobile Device Detection
When the code in my advertisement resolves, it auto detects the consumer's mobile device and optimizes the scan resolve content for perfect viewing. Did the content in your advertisement's scan resolve appear as best it could on your device?

Reason #4: Value Statement/Offer
As indicated in the call-to-action, my advertisement would offer some form of value or incentive to the consumer for 1) making the effort to scan the code and/or 2) expressing an interest to purchase the product/service. What value or incentive was offered via your advertisement?

Reason #5: Overall User Experience
My advertisement would ensure a highly satisfactory and seamless user experience from end to end, because the advertisement would be developed from the consumer's perspective, not my own. Did your advertisement deliver such a consumer-focused experience?

Reason #6: Social Sharing
Because the power of social networking can never be underestimated, I placed social sharing widgets in my code's scan resolve content. Did your advertisement make it easy for you to share the scan resolve content with your social network?

So, how did the advertisement you selected fair against mine? Better or worse? If better, great, please send it along, I would love to see it. If worse, it doesn't surprise me, just take a look at the 2D Barcode Litmus Test Scorecard on this website and take note of the Pass/Fail ratio.

Although 2D barcodes are still relatively new in the U.S. market, we are far enough along to know that there are a number of marketing and technology related best practices, such as the ones listed above, which should be deployed when implementing a 2D campaign. Of course, not every best practice will be applicable to each and every advertising situation or strategy but, as with most any other discipline that has a set of best practices, the more practices that can be implemented the greater the chance of success. And, the last I checked, I believe this is a goal for which most marketers/businesses strive to achieve.

American Airlines uses Direct Mail Mobile Barcode

2011-08-22T22:14:00.000-04:00

Is American Airlines conducting a 2D barcode-based A/B split test before our very eyes?

Recently, I received the direct mail package below and on the back panel was a large QR Code, nothing more, nothing less (i.e., no code instructions or description, no text/short code or URL address, no call-to-action or incentive to scan). When I scanned the code, I was brought to a web page (non-mobile) that promoted the redemption of air miles, as well as the company's travel Hot Spots for July, August, September and October. (Question: Why is information for July being shown on the web page, aren't web pages suppose to be dynamic to the point that dated product/sales information can be deleted?)

When I tried to touch and select a listed Hot Spot destination, nothing happened, no additional information was provided. Question for the American Airlines marketing team, how is a customer supposed to learn more about a destination and know which itinerary to purchase without additional information? It seems to me that the website should offer that functionality, that information, at a minimum. Beyond that, there was no other experience to experience on the website worth mentioning.

With all of that aside, my bigger thought/question is about the direct mail package in and of itself. Did American Airlines take their use of direct mail 2D codes seriously enough to conduct an A/B split test, as most any traditional direct mail campaign would undergo? For example, did I get the "A" package with no information or copy associated with the code, versus the "B" package that had information or copy associated with the code? Was the "A" package's code scan resolve (i.e., landing page) different than the "B" package's code scan resolve? Pick a variable, any variable, was it tested in relation to the use of codes?

As with most of the campaigns that I review, I try to find the value, meaning, benefit, relevance that's being offered/delivered to the consumer by the advertiser via the 2D barcode but, with this campaign, I wanted to focus on the idea of testing, experimentation and research. From a best practice perspective, I advocate the idea of testing codes and code related variables, all as a matter of learning what works, what doesn't work and why, so that the next 2D campaign can be that much more effective and efficient.

Mobile Marketing Virtual Summit

2011-08-22T20:15:00.000-04:00

Next month, the International Mobile Marketing Business Network (IMMBN) will host a three-day online event, and it gives me great pleasure to announce that I have been invited to participate as a presenter.

Founded by Kim Dushinski, a recognized leader in the mobile marketing industry, the IMMBN works to help companies, large and small, new and established, launch and build successful mobile marketing businesses.

The IMMBN's first Mobile Marketing Virtual Summit will be held August 30 - September 1, and the goal of the event is to share tips, techniques, tools and strategies about how to build a thriving mobile marketing business and develop dynamic mobile marketing campaigns.

Ms. Dushinski will host the twice daily online sessions (12:00 PM ET and 3:00 PM ET), and the other featured speakers will include: Christina “CK” Kerley (B2B Marketing Specialist), Dan Hollings (Internet Strategist), Dave Sheehan (Go Mobile Now), Linda Daichendt (Strategic Growth Concepts) and Peggy Ann Salz (MSearchGroove).

The summit is for IMMBN members only, but there is still time to join the organization and attend the event. Please click here to learn more about the organization and event itself.

Martin Lindstrom uses QR Code to Promote New Book

2011-08-19T00:15:00.002-04:00

Martin Lindstrom, a 2009 recipient of TIME Magazine’s “World's 100 Most Influential People” and author of the best-seller Buyology—Truth and Lies About Why We Buy, may know a great deal about all things marketing and branding but, when it comes to the use of 2D technology and mobile he (and/or his publisher and/or his agency) needs to brush up on a thing or two.

In the current issue of Fast Company, Lindstrom placed an advertisement to promote his latest book called Brandwashed. While the premise of the book is very interesting and will most likely draw a lot of attention within marketing and business circles, much less can be said for the scan resolve content/mobile experience that is offered via the QR Code, which is featured in the ad.

When the code is scanned, the reader of the advertisement is brought to a six second You Tube video (yes, six seconds) of an infant saying something. Because part of the book discusses the age at which people become susceptible to corporate branding messages (i.e., infants and younger), I can understand why an infant muttering a word close to McDonalds is shown in the video but, is this really going to get people to take a closer look and purchase the book? I had to watch the video several times to understand what the baby was saying and what the connection is with the book. Also, I don't understand the code scan instructions, which read, "Scan, then place smart phone over the baby's mouth to hear the first word recognized by most kids worldwide." Placing the phone over the picture of the baby's mouth has nothing to do with scanning the code or being able to hear the video so, why make the reader of the ad, who might not know any better in regard to how QR Codes work, jump through an unnecessary hoop.

For someone such as Mr. Lindstrom, who seems to know his stuff when it comes to marketing and advertising, I don't believe the 2D barcode interaction and mobile experience that is delivered through this advertisement is on par with his other work. Look at the website, which was created to launch and promote Brandwashed, and there is any number of other items Mr. Lindstrom could have linked the code to. For example, an excerpt of the new book, a summary of his background, the Brandwashed Intelligence Test or the ability to pre-order the book. Any and all of this would be of value and meaning to a consumer and help move the consumer further down the purchase decision path. A six second video such as the one used, at least to me, doesn't really register.

Mr. Lindstrom probably knows a lot more about marketing practice and theory than I do, and maybe there is a real good reason for the use of a six second video of a baby muttering, but I just can't figure it out. Mr. Lindstrom, can you please share your rationale? Maybe this is all part of what you try to get across in your book, perhaps there is something subliminal going on here?

2D Barcode Litmus Test: FAIL

IDEAlliance's QR Code Webinar Series

2011-08-17T14:22:00.001-04:00

IDEAlliance (International Digital Enterprise Alliance), a global community of content and media creators, and their service providers, material suppliers, and technology partners, will host a three-part webinar series on mobile marketing and QR Codes, and I am pleased to announce that I have been asked to be one of the presenters.

The three-part series, to be held August 23, 24 and 25 at 2:00-3:00 PM ET, will discuss how companies can add mobile to their marketing mix and focus on QR Code campaign creation, implementation and strategy. In addition to myself, other presenters include: Patrick Donnelly (QRArts), Philip Warbasse (Warbasse Design), Brandy Stemen (San Diego Union Tribune) and Michael Philipson (Philipson Group). Moderating the discussion will be Louise Kralka (Groupe PDI).

The series is FREE to attend, and for those who are new to mobile and all things QR Code, it will be a great jumping off point. To enroll in the series and view the agenda in detail, please click here.

Scanning QR Codes Shouldn't Be A Chore

2011-08-17T13:27:00.001-04:00

"Now You're Getting Somewhere" is the headline found in a recent Royal Sonesta print advertisement. Oh really Royal Sonesta marketing/creative team, because when I scan the (very dense) QR Code displayed in the ad, I go absolutely nowhere. In fact, even after trying four or five different code reader apps, and spending several minutes in the process, I still go nowhere. Not a great/optimal experience, mobile, brand or otherwise, especially when the copy alongside the code reads "Scan with your smartphone and learn more about Travel Pass, our guest recognition program." At least the ad provides text/short code information, so that a non-smartphone user can take advantage of the Travel Pass program or, should I say, a smartphone user who cannot scan the QR Code to begin with.

Recently, I wrote about QR Code density and how important it is for advertisers to simplify the URL that is embedded in a QR Code, so that the code itself is a simple and clean as can be, which, in the long run, helps ensure a successful scan.

Scanning should not be a chore, a challenge, a task, an obstacle, etc., because if it turns out that way, chances are the prospective customer will be lost and the existing customer will start to perceive the brand differently and possibly in a negative manner. While I am not sure what the company wanted to use for the scan resolve content, chances are the idea was to link readers of the ad to the Travel Pass page on the company's website. If that is in fact the case, then why not create a code such as the one below. Much less dense and easily scanable, yes?

If you read between the lines, my comments on this campaign have less to do with code density and whether or not scanning becomes a chore, and really more to do with code testing. Question to the Royal Sonesta marketing/creative team: When did you test the code and how did you test the code? A rigorous test schedule would/should have indicated very early on that the code was too dense and difficult, at best, to scan. Testing is often never spoken about with respect to 2D barcode use, but it should be.

Final comment. When developing a 2D/mobile campaign, advertisers and their agencies need to keep one word in mind, seamless.

2D Barcode Litmus Test: FAIL

Fiat uses 2D Barcode

2011-08-16T09:07:00.001-04:00

Fiat USA recently launched this advertisement in The New York Times, which features a QR Code.

When the code is scanned, the reader of the advertisement is linked to a web page that offers the reader a chance to RSVP to one of the live events that the company has planned in New York, Chicago, Miami and Los Angeles, all to promote its new 500 automobile. Additionally, the web page features basic information about the event and the venue, social networking buttons, a Twitter feed and a listing of event partners.

When the RSVP button is touched, interested consumers are prompted for first name, last name and email address and then, having submitted this information, they are asked for full contact information, whether or not they wish to opt-in for future contact and whether or not they consent to being filmed at the event. All pretty straight forward stuff to build a prospect list which, by the way, seems to elude many companies.

What's also worth mentioning is that one of the calls-to-action in the ad is to reserve drive-in seating in a new 500 by scanning the QR Code or going to the URL provided and to then RSVP for one of the events. (Each venue will have a drive-in cinema, so the thought is to have an interested consumer sit in the new car while enjoying a free movie. Great idea.)

Something else that I like about the campaign is how the mobile experience ties in with a tag line used in the ad, which reads "Simply more." Yes, Fiat could have gone all out and loaded the web page with videos, product reviews, product specs, dealer locator, etc., etc., but they didn't and, by not doing so, it fits right in with the tag line. Sometimes less is more. Also, to know that the reader of the ad can enjoy espresso, gelato and bocce ball at each of the events, let alone the ability to see the 500 up close and personal, this is where the value of the scan lies. Immediate value, no, but offered nonetheless.

2D Barcode Litmus Test: PASS

Professional Golfer's Association uses 2D Barcode

2011-08-14T23:08:00.000-04:00

Last week, the Professional Golfer's Association (PGA) launched a half-page advertisement in The New York Times, which featured a JAGTAG QR Code. The advertisement was used to promote the final rounds of the PGA Championship, which just ended this past weekend.

For those not familiar with JAGTAG QR Codes, know that JAGTAG, which was recently purchased by Augme Technologies, developed their own version of a QR Code in spite of the fact that they had, up until recently, been all about their own proprietary code called a JAGTAG. Seeing how the barcode industry and advertisers were embracing QR Codes more and more, it seems as though the company did not want to hold out and rely solely on their proprietary code, so they developed their own version of a QR Code. (If I am wrong on this, please someone from Augme/JAGTAG correct me.) To date, this is only the second JAGTAG QR Code that I have seen.

Although there is no instruction or description associated with the JAGTAG QR Code in the advertisement, I do give the PGA points for a well-crafted mobile website, which the code links to. When the reader of the advertisement scans the code, they are brought to a mobile site that displays the tournament's leader board and provides links to the following items: tee time schedule, TV schedule and player bios. Also, at the top of the screen, there are at least two rotating banner ads, one for the PGA shop and one for an iPhone app.

As good as the mobile site is, there are a couple of questions/comments I have for the marketing/creative/development team. First, when a reader touches the "PGA Shop" link, why are they brought to a desktop version of the shop's website? Why not link to a mobile shopping page, and keep the mobile experience happening? Second, when a reader touches a player's name to read their bio, why does the reader then have the option to view the full mobile site? Why not link the reader to the full mobile website upon scanning the code? (The full mobile site provides links to: locate a player on the course, a Twitter stream, spectator alerts, snap and share the broadcast via Facebook and Twitter, follow the event live, video highlights and top stories.) If it's all about the user experience, why not lead with the full mobile site and continue with the mobile site?

I am curious to know if the PGA used any JAGTAG QR Codes at the event itself and, if so, how? Also, knowing that Golf Digest, a leading golf magazine, has for quite some time made use of Microsoft Tags in their publication, I am wondering if any thought or consideration was given to this type of code, figuring that so many Golf Digest readers (i.e., PGA Championship fans/viewers) would already be aware of and accustomed to Tags.

2D Barcode Litmus Test: PASS

QR Codes: When Unintentional is Intentional

2011-08-12T00:54:00.002-04:00

The other day, a story was reported about QR Codes being placed on the bottoms (i.e., bikini bottoms) of Britain's female beach volleyball champions, all in time for this week's test London 2012 Olympic beach volleyball tournament.

Since the story broke, the campaign has garnered a great deal of attention in the 2D barcode community, as well as outside, and it has raised some interesting thoughts and questions about how clever the use of QR Codes, in this manner, may or may not be. One camp believes that using codes in this manner makes little or no sense, because the codes are too small and the players are too far away and moving too often to make the codes scanable. The other camp believes that it was never the advertiser's intention to have the codes scanned in the first place, and that it was more a matter of generating some free publicity for the brand. While I can understand each camp's perspective and reasoning, I believe an interesting word/idea is being used here that we don't often see or hear when discussing and analyzing 2D campaigns, and that word/idea is intention.

Developing and implementing 2D-based campaigns that hinge on the idea of intent, I believe, starts to create a slippery slope for advertisers, and here's why. When a consumer sees a 2D code, their reaction is to scan. But, if the advertiser's intention was for the code not to be scanned, and there was some other modus operandi behind the campaign, what does this mean or do to the consumer? What will the consumer think or how will he/she react to the next 2D code that he/she comes across from this brand or others? How does the consumer benefit or win in this situation? What happens to the consumer's set of expectations, as they relate to the advertisement, offer, call-to-action, brand experience, mobile experience, etc.? Sure the advertiser knew what they intended to have happen via the campaign, but no one clued in the consumer.

While there is probably little denying that the company got a great deal of free publicity from this campaign, was that their only objective? If not, what were the others and were they met? To make 2D campaigns intentional or unintentional may be clever at best, but if the idea is to drive business and raise awareness and adoption of the technology, I don't see how playing clever mind games like this really helps. To me, it's kind of like saying, here's the URL for our company's website, go check it out, but when you get there don't be surprised or disappointed if the home page and everything you thought you were going to be able to see, read about and do is not there. Something just does not sit right, or is it me?

New Infographic on QR Codes

2011-08-10T12:40:00.000-04:00

Lab 42 recently published the infographic below, which comes as a result of the company conducting an online survey via social networks of 500 people in the U.S. over the age of eighteen.

While some of the findings may be obvious or not and/or useful or not, the one question I would have asked is: Knowing where a code leads to or what a code offers, would you scan the same code again? To me, a question like this speaks to the overall effectiveness of a code/campaign, not just where people are finding them, how well they might be recognized and how they are being used.

Sunbrella uses QR Code

2011-08-10T12:04:00.002-04:00

Sunbrella, the manufacturer of premium outdoor fabrics and upholstery, recently launched this print campaign, which features a QR Code.

When the code is scanned, the reader of the advertisement is brought to a mobile website (how refreshing), which is rather well thought out. On the mobile site, a consumer can: learn how to clean the fabric, where to buy the fabric, view a fabric image gallery and read about designer perspectives. As much as the mobile website serves its purpose (i.e., providing basic product and company information), I believe the company could have gone down the value delivery path a bit further. Not that any and all 2D-based advertisements need to provide a free lunch, but if the point of advertising is to captivate an audience and move that captive audience further along in the purchase decision process, why not offer something of significant value and/or benefit, call it an incentive if you will? Why not offer a person who scans the QR Code a dollar amount off the purchase of something, anything, Sunbrella? Or, since the company is all about outdoors, why not offer an outdoor home accessory of some kind, based on a Sunbrella purchase?

The thought here is to make the code scanning experience that much more remarkable, intriguing, exciting, etc., so that the person scanning the code 1) becomes that much more interested in the product being advertised and 2) wishes to tells others in their social network about the company, the product and, just as importantly, the experience in and of itself. To this last point, one item I did not notice on the mobile site was a way for a reader of the ad to easily share the mobile website's content via Facebook, Twitter, email, etc. Social sharing and email widgets should be part of most every mobile site.

2D Barcode Litmus Test: PASS

Allure Magazine's 200K Scans in 3 Days

2011-08-09T08:55:00.001-04:00

Last year, Allure magazine featured about 36 Microsoft Tags in its August "Free Stuff" issue and received about 444,000 code scans (see article). This year, Allure placed 33 Tags in the August issue, same premise (i.e., free stuff), and it was recently reported that, in just three days time, the magazine has gotten 200,000 code scans. If this pace continues, last year's record of 444,000 scans will be broken.

While I have little doubt that last year's number will be surpassed, and that Microsoft and Allure will both hang their hats on this campaign, what I would like to know is 1) of the 200,000 scans this year, or the 444,000 scans last year, how many were done by the same person/same mobile device, 2) given the number of unique magazine readers/ Tag scanners, what's that number versus the magazine's circulation, which is pegged at over one million, and 3) how has the use of Tags increased magazine sales, this year and/or last year? It's one thing to claim a high rate of scans, it's another to know exactly how many people are behind the scans and how sales have been effected by the use of 2D technology.

Certainly a campaign like this benefits the companies providing the free merchandise, but I wonder just how much Allure gets out of it. If anything, I suppose they get some free publicity from the stories that are written based on the campaign.

If anyone from Microsoft Tag or Allure cares to chime in please do. Thank you.