QR Codes Best Way to Bridge Digital From Print...

Papa John’s exec: QR codes are best way to bridge digital from print...

By Rimma Kats
October 19, 2011

NEW YORK – A Papa John’s executive at the Mobile Shopping Fall conference said that QR codes are the best way to bridge digital from print, connecting consumers with interactive content within a static medium.

During the “Case Study: Finding Your Edge In An Increasingly Competitive Mobile Environment” panel, the executive gave best practices for marketers looking to dip their toes in the mobile space. Papa John’s has been ramping up its game in the space with a mobile site, applications and QR campaigns.

“When you get to real-time transactions, pizza is really hard,” said Jim McDonnell, marketing manager of digital media and emerging channels at Papa John’s International Inc., Louisville, KY.

“You have something that’s perishable and has to get out the door fast,” he said. “We not only have to get the order right but have a have a good experience for the customer.”

Mobile site first

According to Mr. McDonnell, optimizing a mobile presence is the first step marketers should take.


Many marketers who want to delve into the mobile space are not sure whether they should roll out a mobile site or applications first.

However, having a mobile-optimized site is key first because marketers can reach more consumers rather than figuring out whether they should build an iPhone or Android application.

When companies do decide to roll out mobile applications, it is important to see where the mobile traffic is coming from and the device consumers are using to place orders.

“We’re still getting a lot of orders from BlackBerry devices,” Mr. McDonnell said. “But, we’re not seeing the same shopping as the other richer platforms.

“Windows Phone 7 is sold, but we’re not building an app for it soon,” he said. “We’re not seeing enough traffic to justify it.

“The richer the ecosystem, the more consumer choices available that drives more innovation and more opportunity for us.”

According to the executive, when marketers decide to launch a mobile app it is important to see if they can leverage the hardware and leverage the device’s camera.

“I love anything that can leverage the camera because you’re bridging the physical and mobile world,” Mr. McDonnell said.

Additionally, the executive said that SMS is a great tool to engage consumers.

“SMS is great for mobile,” Mr. McDonnell said. “It’s immediate.

“I love push notifications,” he said. “There’s no carrier and no aggregator.

“The consumer has all the power – they can turn them on and they can turn them off.”

Mobile bar codes

Mr. McDonnell said that mobile bar codes are an effective way to get consumers engaged.

The company ran a QR code campaign that when scanned, took consumers to a video of the company’s founder who was telling the story of how he started his business.

“Not every pizza box out the door gets scanned, but that’s OK,” Mr. McDonnell said. “For those that do get scanned, it helps build that relationship.

“QR codes are the best way to bridge digital from print,” he said.

The executive also said that there is going to be huge growth in HTML5 and tablets in the near future.

“With HTML5, the capabilities are there,” Mr. McDonnell said.

“Tablets are also huge,” he said. “Speed is going to be really important.

“It’s important to the customer more so than the marketer.”

Coupon Mailers Use QR Codes For Promotions...

Coupon Mailer Promotes Sweepstakes With QR Codes...

By Chantal Tode

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October 7, 2011

QR code on the Valpak envelope supports

HallmarkChannel promotion

Hallmark Channel is teaming up with Valpak for direct mail sweepstakes that includes a QR code on Valpak’s signature blue envelope containing special offers and coupons.

The sweepstakes is part of Hallmark’s efforts to promote TV entertainment such as “The Martha Stewart Show” and “Emeril’s Table.” The blue envelope featuring Martha Stewart, Emeril Lagasse and a QR code on the outside began hitting homes this week.

“As a leader in the print industry for 43 years, Valpak is looking at new technology that helps us grow and evolve – using QR codes allows us to integrate the print and digital experience,” said Nancy Cook, vice president of new media business development of Valpak Direct Marketing Systems Inc., Largo, FL.

“We feel it’s important to change and grow with consumers, and QR codes allow us to do that,” she said. “Using a QR code extends our brand from the Blue Envelope to mobile platforms.

“It increases engagement with our consumers. For Valpak, it opens up audiences within a new demographic group, allows us to display media content in a new way with print, and allows them to interact in a way that fits their lifestyle.”

Valpak delivers offers and coupons to nearly 40 million households each month.


QR codes deliver

Users who scan the QR code with their mobile phones will be taken to a registration page where they can enter the sweepstakes, watch a clip of “The Martha Stewart Show,” and share the sweepstakes with friends via Facebook and Twitter.

The winner of the sweepstakes will receive a trip to New York to be part of the audience for the live taping of “The Martha Stewart Show” and take home Emeril’s Kitchen Essentials prize pack.
By using QR codes, Valpak hopes to improve its future marketing communications.

“We will know who has registered through mobile, so this will help us in our future messaging back to them, and will help us customize our communications back to them,” Ms. Cook said.

Valpak expects QR codes will play a bigger role in its promotional activities going forward.
“We most definitely foresee it playing into future sweepstakes and the majority of our promotions,” Ms. Cook said.

“We’ve also integrated QR codes into our core product. We recently launched the ability for local advertisers to put QR codes on their Valpak inserts.”

In addition to direct mail, the company also offers an online site for local savings and has apps for the iPhone, iPod Touch, Android, Palm Pre, BlackBerry and Windows Phone 7.

QR codes are an important addition to Valpak’s mobile strategy.

“QR codes help us engage with early adopters and it’s bringing in consumers that may not have registered in the past,” Ms. Cook said.

Why Every Brand Needs to Think About Mobile First...

5 Reasons Why Every Brand Needs to Think About Mobile First...

September 28, 2011 -- By Justin

The reality is that mobile is no longer about the phone, it’s about being connected with customers through SMS text messaging and SMS QR codes. Many predict that mobile Internet traffic will soon surpass that of traditional wired broadband. For enterprise brands and agencies, this trend is proving to be a disruptive force that is completely changing the way that marketing and advertising campaigns are being developed. Here are the five reasons that every brand needs to think mobile first.
1.  Large and Growing Audience:  According to CTIA, there are more than 300 million mobile phones in the U.S., which is almost on par with our current population of 312 million people. From a global perspective, there are more than 5 billion mobile subscribers. The rate of adoption for mobile is incredible, especially as compared to personal computers. In June 2008, Gartner reported that 1 billion people had PCs and estimated that number would reach 2 billion by 2014.
2.  Consumer Demand:  Unlike traditional methods of marketing/advertising such as direct mail, online banners and e-mail, mobile campaigns are based on an opt-in or expressed user actions like browsing or using an application. As a result, consumers are more likely to be engaged and responsive. According to a 2010 Harris Interactive poll, 42 percent of men and women between the ages of 18 and 34 identified themselves as interested in receiving text alerts from marketers.
3.  Ability to Personalize:  Mobile numbers are tied to a person, where an internet connection is not. The demographic, geographic and device-type information tied to a mobile number gives marketers and advertisers the ability to create highly personalized campaigns.
4.  Superior Response Rates: According to an Opus Research report,  mobile marketing/advertising is far superior to that of traditional online campaigns with response rates that are often twice to 10 times higher. In terms of ROI, that’s a staggering number.
5.  Constant Access:  Mobile phones are our constant companions, providing almost unlimited access to the content we crave, regardless of location or time of day. According to a recent CNBC article, 75% of people polled never leave home without their mobile phone.

Marketing Campaigns Use SMS To Make Purchases...

Taking marketing campaign integration a step further with SMS mobile commerce...

By a MCD columnist

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September 14, 2011

Cynthia Fedor is marketing team lead and senior

copywriter at QuantumDigital Inc.

By Cynthia Fedor

Mobile commerce is expected to reach $31 billion by the end of 2016 and grow at a rate of 40 percent each year for the next five years, according to a report published by Forrester Research.

Although still in the very early stages of development, mobile commerce is quickly becoming a reality.

Following are some examples of how brands are integrating mobile commerce into the consumer experience:

SMS-enabled payment systems

SMS-enabled payment systems are being tested by major consumer brands.

Coca-Cola, for example, is currently testing the use of vending machines that accept payments via mobile device, eliminating the need to carry coins to make a purchase.

With these machines, consumers can simply walk up and text in to buy a beverage.

Consumers do not have to register or download an application to use this form of payment, and the cost of the beverage is charged to the consumer’s mobile phone bill.

The brand also benefits by using the SMS data to send special post-purchase offers to consumers, and therefore drive additional purchases.

Doug Busk, head of mobile brand strategy for global connections at Coca-Cola Co., said: “What we’re seeing in a couple of use cases is that this increases purchasing frequency … Any time you take friction out of the system, you increase frequency.”

In time, we will see how far this application of text-to-purchase makes it into the mainstream.

Payment by SMS text is also now accepted and widely used by major nonprofit organizations.

Many charitable organizations, including the American Red Cross, Feed the Children, St. Jude Children’s Research Hospital and United Way have started to integrate text-to-give tactics as part of their fundraising campaigns.

By texting a specific number or phrase to a short code, consumers are able to donate funds. The micro-donation is simply added to the donor’s phone bill.

By launching a text-to-give campaign, the American Red Cross was able to raise around $22 million for Haiti relief—all within just two weeks of the massive 2010 earthquake.


Shopping via mobile apps
Mobile apps that allow consumers to initiate a purchase without leaving their current experience are popping up everywhere.

Big brands from Starbucks and MasterCard to Pandora are trying to get a piece of the mobile commerce pie early.

Starbucks, keeping up with its growing tech-savvy customer base, recently rolled out an application that lets customers pay for their beverages and other goods via their mobile device.

Thanks to a partnership with MasterCard, iPad users flipping the virtual pages of Wired Magazine’s June 2011 issue—digital version, of course— had the ability to simply tap the pages to browse and buy products directly from their tablet.

Consumers can expect to see more interactive elements integrated into subsequent issues if the data proves the strategy to be profitable.

According to Apple, the Internet music service Pandora is the most frequently downloaded free iPad app. Other sources claim that it is among the most-used apps across all smart phone platforms.

As a subscriber listens to a song, Pandora provides an opportunity to purchase that song from Amazon or through iTunes. The music does not stop playing to complete the purchase. The transaction is almost instant and the listening experience is fluid.

Pandora also runs sponsored ads for other products and services between songs—all of which just require a tap on the screen to begin the shopping process.


QR codes, direct mail and print
Following the trend, traditional channels are evolving to promote instant action or purchase via mobile devices.

The integration of digital technologies with direct mail and print channels is becoming more commonplace, resulting in heightened consumer expectations.

Gift retailer Brookstone recently announced its plans to test QR codes in printed catalogs and in 30 retail stores to drive sales.

QR codes positioned next to the products featured in its catalogs and retail displays would provide consumers with instant access to product information.

Brookstone’s hope is that the use of QR codes will lead to increased purchase activity.

Many retailers such as Target, Sears, Bergdorf Goodman, Bloomingdale’s and Neiman Marcus are also trying this new approach to engage consumers and give sales a boost.

What this is demonstrating is that the new point of sale is anywhere and everywhere, thanks to mobile devices.

Using QR codes in concert with direct mail and print can provide more accurate campaign tracking and help to keep consumer data current.

Additionally, integration of new technologies with traditional, tried-and-true media will give marketers the opportunity to collect more prospect data, intelligence about media preference and more accurately plan future marketing initiatives.

JC Penney to push QR code campaign to smartphone users...

JCPenney continues mcommerce push via QR code implementation...

By Rimma Kats

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September 14, 2011

JCPenney is building up its presence in the mobile space via a new QR code initiative that drives consumers to the company’s mcommerce-enabled site where they can shop the latest styles.


The company has placed mobile QR codes on its static ads that appear in newspapers and magazines. 


The QR codes feature a call to action that lets consumers ship JCPenney’s entire Call It Spring collection.


“Smartphones are rapidly emerging as a device central to the purchase process,” said Kate Coultas, a spokeswoman for JCPenney, Dallas.


“Consumers use them to conduct research on items, compare prices, read product reviews and even to make purchases,” she said.


“Given these growing consumer trends, we’re building on our mobile leadership by incorporating QR codes throughout multiple customer touch points.”

JCPenney operates more than 1,100 department stores throughout the United States and Puerto Rico. 

It claims to be one of the largest apparel and home furnishing sites on the Internet at http://jcp.com.

Scan me After consumers scan the mobile bar code, they are redirected to JCPenny’s mobile site where they can view the new Call It Spring collection.





The QR code is featured in Cosmopolitan magazine


Customers can also browse by category such as women, men, home store, kids, shoes and baby, as well as use the search feature to find products they are specifically looking for.


JCPenney is also ramping up its mobile database by letting consumers opt-in to receive coupons and alerts.


“Our Call it Spring ad in Cosmopolitan is just the latest example of how we are using QR codes,” Ms. Coultas said.


“The code connects customers to a cross divisional landing page for Call it Spring on m.jcp.com, allowing users to browse and purchase styles directly from their phone,” she said.


Mobile QR codes


Placing QR codes on static ads is a smart move for JCPenney.


Mobile bar code scans are up almost 600 percent year-over-year, proving they are an effective medium for reaching consumers with additional branded content beyond just a static print ad.


Recently, restaurant chain Hooters of America used mobile QR codes and social media to further drive brand awareness. 


The “Lee Corso’s Saturday Ticket” campaign let users “Like” Hooters on Facebook to receive a Buy 10 Get 10 Wings free offer.

“We’ll continue to leverage QR codes this holiday season but it is too early to share details at this time,” Ms. Coultas said.

Mobile Coupon Redemptions on the Rise...

One in Ten Users Redeem Mobile Coupons...

Posted: 07 Sep 2011 03:43 PM PDT

A new report out from eMarketer indicates continued uptick in the popularity of mobile coupons, indicating that one in ten mobile users redeem coupons via their mobile device.

Data from eMarketer estimates that nearly 20 million US adults will redeem a mobile coupon this year, including coupons or codes received via SMS, applications and mobile Web browsers; quick response codes for redemption online or offline; and group buying coupons purchased via mobile.

By 2013, the number using such coupons will nearly double, and 16.5% of all US adult mobile phone users will redeem a coupon that year.

The popularity in mobile coupons extends from the popularity in Online coupons experienced during the recession, eMarketer speculates, and is a trend that isn’t going anywhere soon.  “Even as the sputtering economy attempts its recovery, the popularity of couponing has continued, spurred in part by the burgeoning daily deals space,” said Noah Elkin, eMarketer principal analyst and author of the new report, Mobile Coupons: Offers and Deals Light Up the Last Mile.  “Mobile coupons will play a central role in broadening the appeal and acceptance of digital coupons among shoppers.”

Not surprising, mobile coupon usage is much higher among smartphone users, where nearly one in five users ages 18 and older will redeem a mobile coupon, representing growth of 117.6%.  Triple-digit uptake rates will be short-lived, according to the research, but by 2013 almost one-third of smartphone users will be redeeming discounts on the go.

Ford pushes dealership traffic via SMS...

FordDirect pushes dealership traffic via SMS...

By Lauren Johnson

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September 12, 2011

FordDirect is putting direct sales at the forefront of a new campaign that bridges television and print advertisements with mobile via SMS calls to action.

The company is leveraging location-based services on its television ads that feature specific keywords and short codes that consumers can use to find out additional information about the cars. The campaign  builds on Ford’s lengthy list of mobile initiatives, which include mobile ads, applications and mobile-optimized sites.

By using a mobile call to action, FordDirect can extend the value of its investments in print and television advertising through measurement and optimization

FordDirect is a joint marketing venture between Ford Motor Company and its franchised dealers that helps promote and sell Ford vehicles.

Sell with SMS
The new campaign deal links Ford’s traditional advertising outlets with more tech-savvy options via an opt-in SMS program.

The company claims that all Ford’s print and TV advertisements let consumers interact with SMS.
After sending a product-specific keyword to a short code, consumers are then asked to enter their ZIP code to be connected with local Ford dealerships.

Consumers can then enter their names to let local dealerships call them directly.
Users can also be sent local offers from Ford dealerships via SMS.

In particular, this campaign is unique to the Ford brand because it capitalizes on consumers who already have an interest in Ford’s products and ties it directly to sales at dealerships.

FordDirect’s goal is to connect with in-market consumers through their preferred communications channel and provide relevant information that drives customers into the dealership,” said Kate Bullach, vice president of communications and public relations at FordDirect, Dearborn, MI.

So far, FordDirect claims it has seen a 14 percent conversion rate with consumers who interact with the SMS program to buy a car.


Two-fold text
The goal of any SMS program is to build up the company’s database, but by tying the program to real information for both dealerships and consumers, Ford is adding an incentive for consumers to interact.

Additionally, Ford is able to hone in on specific consumers who have a direct want to buy a Ford vehicle by adding local dealerships to the mix.

Ford is no newbie to mobile, and the company already has a plethora of apps, ads and mobile-optimized Web sites to boast.

“Within the next five years, mobile will become the preferred way for the majority of customers to access the Internet,” Ms. Bullach said.

Michaels stores to use SMS + QR codes to drive holiday sales...

Michaels stores exec: QR codes, SMS will increase holiday sales...

By Rimma Kats

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September 9, 2011

NEW YORK – A Michaels executive at the Mobile Marketing Summit 2011 said the company will be implementing mobile QR codes and SMS into its fall and holiday initiatives as a way to drive consumers in-store.

During the “Michaels Stores: Engaging Retail Customers Before, During and After the Sale” session, the executive discussed how the arts and crafts specialty retailer will be driving its holiday sales even though it does not have a commerce-enabled Web or mobile presence. The session was moderated by Erik McMillan, president/CEO of BestFit Mobile, Austin, TX.

“We believe that this rich content, such as QR codes, will ultimately increase sales for Michaels,” said Anthony Price, senior director of digital marketing and PR for Michaels Stores Inc., Irving, TX.
“Ultimately, we want to engage our customers in a project,” he said. “As we gear up for our fall seasons, we want to stay connected with our customers and really use our QR codes for the fall and holiday season whether it would be making a gift for a friend or a decorative item for the holidays.
“We’ll also be utilizing SMS and push notifications.”

Mobile crafts
When Michaels first decided that it would dip its toes in the mobile space, the company knew that it had to have some actionable and measurable goals.

“We needed to attract a younger demographic and make it easy for our customer and drive in-store sales via mobile,” Mr. Price said.

“We spent a lot of marketing dollars for mobile and digital to engage the customer with a deeper engagement for that two-way interaction,” he said.

“We have to be able to measure and show that we are driving the footsteps in the store.”
Michaels also saw the advantages of coupons and giving consumers timely offers.

“Customers want our coupons in the palm of their hands and be able to redeem that in-store.
Mr. Price said the company, which launched its iPhone app in the beginning of July, will release an Android app next week.

“Basically, it doesn’t stop here for us,” Mr. Price said. “It’s about how we can enhance and build other engagement platforms to further engage our customers.

“Certainly gift cards are important to us as we’re coming into the holiday season,” he said. “It should be apparent that we aim to make Michaels and crafting available to our customers.”

Consumer engagement
Michaels is implementing the mobile QR codes on its newspaper circulars that lead consumers to project ideas and how-to videos that also let them sign up and receive special deals and offers.

Although a build of the company’s merchandise is not available online or through its mobile app, Mr. Price said the company strives to make the consumer shopping experience as seamless as possible.
“It’s about engagement,” Mr. Price said. “We want to be that source of creativity.”

Quaker uses QR codes for granola bar promotion...

Quaker uses QR codes to start dialogue for Nick Jonas promotion...

By Chantal Tode

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September 6, 2011

The QR code featured on packaging for Quaker Chewy Granola bars

Quaker Oats is using QR codes on the packaging for certain items as a way to initiate a dialogue with customers that continues online.

Boxes of Quaker Chewy Granola Bars currently in stores display QR codes as part of a promotion featuring teen musician Nick Jonas. By scanning the codes, customers can see a preview of how they can send their kids personalized messages from Mr. Jonas.

The QR code allowed us to provide our consumers with a preview of what we were offering — further, the personalization element of Nick actually saying your name could not have been brought to life without the QR code, and we thought this was an important aspect to highlight to our consumers,” said Nidhin Mattappally, associate marketing manager of Quaker Snack Bars, Chicago.

“We believed that once moms saw the technology at work, they would be more willing to go online to redeem their own free, customizable greetings,” he said.

Instant connection

Messaging on the packaging encourages parents to send their kids a customized e-card from Mr. Jonas. Customers can find a code number inside the boxes that can be entered online to create an e-card from Mr. Jonas using the recipient’s name.

The campaign was designed to help foster the moments in the day when moms can feel good about the choices they make and put a smile on their kids’ faces, per Mr. Mattappally.

QR codes on packaged goods provide an instant way to connect with the consumer and provide the consumer with greater information about the product, or in this campaign offer an inclusive incentive with the Jonas Bros.

This campaign establishes an important dialogue between brand and the customer and incentivizes parents and their kids to purchase the product.

There are other benefits to brands from using QR codes as well, including delivering higher click-through and call rates than either a URL or 1-800 number.

It becomes all about the incentive the brand is providing for the scan.

The better the incentive or reason to scan, the higher the number of scans.

Value and relevance are key.

Given the Jonas Bros. call to action, Quaker expects that this campaign will do well.

QR codes also provide detailed information about a campaign which can enable a brand marketer to better understand its customers and tailor future communications.

The many benefits of QR codes is one reason their use is growing among consumer packaged goods companies.

This is the first time that Quaker has used QR codes in conjunction with Quaker Chewy Granola bars.

“It’s an exciting technology that allows us to engage with consumers in a new and interesting way and provide relevant content,” Mr. Mattappally said.

Smartphones now owned by 40% of American adults...

Smartphone Penetration Reaches 40% in the United States, Says Nielsen...

Posted: 01 Sep 2011 10:44 AM PDT

It’s a new milestone for smartphone penetration in the United States, according to the latest statistics on smartphone usage released by Nielsen.
40% of mobile consumers over 18 in the United States now have smartphones, according to July 2011 data. And Nielsen stats show that this swelling percentage is, indeed, continuing to grow on a day-by-day basis.

Android is the most popular operating system for now, with 40 percent of mobile consumers reporting they have a smartphone with an Android OS. Apple’s iOS is in second place, with 28 percent. Among those who say they are likely to get a new smartphone in the next year, approximately one third say they want their next smartphone to be an iPhone and one third say they want an Android device.

“Among likely smartphone upgraders, it is the ‘Late Adopters’ who are most likely to say they are ‘not sure’ which operating system they’d like in their next smartphone,” the report reads. “In politics as in smartphones, these “undecideds” will be the ones device makers will be hoping to win over.”

Although 60 percent of the US mobile market remains comprised of feature phone users, all signs point to a smartphone majority in the very near future.

Express retailer using QR codes this fall...

Express drives sales for fall line via QR codes...

By Lauren Johnson

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September 1, 2011

Retailer Express is using mobile QR codes to drive traffic to its locations, as well as promote the company’s  new fall line.

Express is a contemporary clothing retailer and has always been at the forefront of innovation, especially for their products.

The mobile QR codes are placed in the company’s print catalog and adds interactivity to the shopper's experience.

Scan to shop

The mobile QR codes are featured on the last page of the company’s catalog.

Once users scan the QR code, they are taken to a mobile-optimized  landing page where they can either shop the current collection or download the Express application for iPhone, Android and BlackBerry devices.

Via the mobile site or applications, consumers can buy looks from the line by browsing by category or key word.


Consumers can shop Express’ products on a mobile site.

Additionally, shoppers can track their orders and find nearest locations to via the products in-store.

It’s about giving consumers options because Express is ultimately connecting with consumers via their cellphones.

Virtual guides
This is not the first time Express has tapped into the mobile space.

Last year, the company rolled out its app, which ties social, location, commerce, promotions and video. (

By using mobile QR codes, Express is leveraging its content from its catalogue.

Putting mobile QR codes on catalogs is really important because it gives a new dimension, especially with new product launches.

Consumers might have questions about certain products – how it can be worn or how it fits.

Now they can get the answer.

QR code placement important for marketing campaigns...

QR code placement can make or break a marketing campaign...

By Kayla Hutzler

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August 29, 2011

Bergdorf Goodman uses QR codes

QR codes are becoming increasingly present in mainstream advertising, allowing consumer brands an opportunity to enhance their traditional advertising strategies.

Despite the growing presence of QR codes, some consumer brands seem hesitant to implement the new technology. However, QR codes can be an effective tool to seamlessly take a print ad, still used by a majority of consumer brands, and incorporate the ad into a multichannel campaign.

QR codes add relevancy and interactivity to traditional media in a way that has never been possible before.

Consumer brands now have the opportunity to engage users with real-time content from an offline ad and increase brand impact by encouraging users to take the brand experience away with them on their mobile device.


Mobile optimized
For consumer brands looking to enter into the realm of QR code marketing, there are some ways to optimize the technology and increase the campaign’s effect.

The placement of QR codes is very important. It is very easy to create a disastrous QR campaign just by selecting the wrong location.

For example, placing QR codes on outdoor signs or posters can be highly effective if consumers can reach or scan the QR code, but less effective on a high billboard.

In addition, consumer brands should monitor the mobile reception of the area in which they plan to place an out-of-home QR code ad.

Using this mind-frame, interior subway ads may be a poor placement for QR codes, but inside and outside ads on buses may work fine.

Also, QR codes should not be implemented until a brand has a mobile-optimized site.

Finally, leading consumers to a non-optimized site can cause frustration and lead to a bad brand experience.


Scanning in
QR code campaigns can be extremely effective for consumer brands since they generally use traditional print media more than other industries.

Indeed, QR codes work well in print magazines, where a majority of consumer brands still take out full-page ads.

In addition, some brands have already begun using QR codes in direct mail pieces and catalogs.

For instance, symphony orchestra New York Philharmonic engaged consumers via direct mail and mobile by embedding QR codes into its mailers.

Additionally, Bergdorf Goodman’s pre-Fall catalog included QR codes that brought consumers to the product page on its mobile site.

Mobile marketing is not something that can be ignored by consumer brands — by 2012 the amount of smartphones are expected to outnumber the amount of desktop computers.

Affluent consumers are most likely using smartphones, and are always looking for innovative campaigns that differentiate one brand from another.

Luxury brand consumers are also increasingly expecting  personalized and beyond-the-norm service, which a QR code campaign can provide.

Luxury brand buyers are looking for unique, high quality and prestigious goods.

Brands can use QR codes as exclusive, insider keys to unlock premium mobile content like videos, photos and contests and extend the brand experience.

New movies drive awareness with mobile QR codes...

Fox Searchlight Pictures drives film awareness via mobile QR codes...

By Lauren Johnson

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August 29, 2011

Consumers can scan mobile QR codes on outdoor posters for exclusive content

Film production company Fox Searchlight Pictures is drawing promotion for its new “Martha Marcy May Marlene” film via  mobile QR codes.

The mobile QR codes are placed on marketing materials, including both outdoor locations and traditional print marketing materials throughout New York and Los Angeles.

The film hits theaters on Oct. 21.

For the marketer, QR codes are effective because they are able to connect media to other content and they are easy to track.

Fox Searchlight Pictures is a international film company that distributes movies under Twentieth Century Fox.
Exclusive scans
Users can scan the mobile QR codes on the promotional products and be taken to a landing page where they can watch two exclusive trailers for the film.

Consumers can also view additional information about the film via the mobile QR codes.

One of the key parts of a mobile QR code campaign for marketers to understand is knowing where your audience will see the ads and how it will impact how they interact with the ads.

One perspective is that print ads generally have good results because consumers have the most time to engage with them.

However, with advertisements that are on subways and are outdoors, consumers can potentially sign up for email blasts and more information via text messaging.


Movie magic
This campaign is not the first time Fox Searchlight Pictures has embraced mobile QR codes.

In 2009, the film company drove awareness to the movie Notorious with mobile QR codes on promotional materials around New York.

Giving consumers additional content as plugs for movies and entertainment is nothing new, but exclusive content gives consumers an incentive to engage with mobile.

According to Fox Searchlight Pictures, videos  for Martha Marcy May Marlene are exclusive only by scanning the mobile QR codes.

Mobile QR codes give users added value when they scan something they can’t find elsewhere.

Do men or women opt-in to SMS?...

SMS – Who’s Really Opting In?...

The data from a recent research study show that men are significantly more likely to opt in to SMS campaigns than women — with 57% of male respondents indicating opt-in opposed to just 33% of female respondents.  Opt in by gender and by age group is shown on the Infographic below:

Outdoor Advertisers Benefit From QR codes and SMS...

QR codes, SMS modernize billboard ads...

By Rachel Lamb

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August 23, 2011

Audi A7

Implementing mobile strategies such as QR codes or SMS calls-to-action in out-of-home luxury branded ads immerses consumers interactively compared to traditional billboards, bus bench posters or telephone booth advertisements.

Additionally, this makes it easier for luxury brands to collect data and conversions to measure the effectiveness of out-of-home ads to a brand’s core customer. Consumers stopping to scan a QR code or text-in to a short code are likely to be true brand loyalists.

Outdoor, like any other traditional media, is great at generating brand awareness and consideration.

However, it typically falls short in engaging the consumer or leading to a conversion.  Mobile provides an immediate tool to move an interested consumer into a more immersive experience and one step closer to purchase.


Bold moves
Mobile can be incorporated in out-of-home ads in many ways.

For instance, some brands use them to offer exclusive videos and content.

Department store chain Bloomingdale’s upped its out-of-home advertising strategy by including QR codes and an MMS call to action on phone booth ads to connect consumers with videos and content about new fashion trends.


Bloomingdale’s mobile incentives on telephone booth ads


The retailer placed ads on telephone booths in New York located near store locations.
Meanwhile, other luxury brands are using QR codes to push new products.

For instance, Audi of America launched its new A7 model with an interactive billboard in Times Square in New York that was supported by mobile elements such as QR codes and SMS.

The campaign used SMS and QR codes to drive billboard viewers to Audi’s online and mobile properties for more details about the locations featured in the programs and an interactive New York City guidebook.  Audi’s billboard brought consumers to a mobile site for more information.

Implementing these tactics have both real-time and long-term effects.

A consumer can look at content when he or she is waiting for the bus or a cab right then, or sign up to receive information at a later time that reinforces the message.

QR codes can launch a number of activities in one click depending on what the brand is trying to achieve. A code can launch an opt-in email for exclusive events, a video demonstration of a vehicle’s features, an option to make a purchase or simply allow a customer to save the business contact information for a later time.

This could be especially relevant when a consumer has time to view the ad and get more content from their device.

Brands can also use mobile to incentivize consumers to go in-store or online for new launches or to receive a free gift with purchase or discount.

Scan and buy
The brand’s mobile message in an out-of-home ad should be the entire point of the ad, rather than just an afterthought.

This strategy makes the ad purposeful and attracts the attention of passers-by.

Brands can collect the data that amasses from scans and texts to find out what works for the brand and its customers and possibly use that information to drive consumers in-store or to an online location.

Taking advantage of location-based services such as foursquare, Gowalla or Facebook places can also incentivize consumers to go in-store or check-in to a retail location.

No matter what, mobile offerings force consumers to interact with the brands and could build brand loyalists.

However, since QR codes and SMS messages are relatively new channels, brands need to be careful about how they use them.

The relevance of the media is really critical when using QR codes on outdoor ads – probably more so than any other vehicle.  Marketers have to think about the placement of the specific ad and whether a code will be practical for the consumer.

Best results thus far have come from commuter placements like bus shelters or train platforms.   Also, t the media should be in an area with strong cell service.

Frustrating the consumer with a bad experience will prevent them from scanning again – whether it be from your brand or others.

Millennial Media Compares 2 Years of Mobile Advertising Trends...

Millennial Media Compares 2 Years of Mobile Advertising Trends In 50th S.M.A.R.T Report...

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Millennial Media Compares 2 Years of Mobile Advertising Trends In 50th S.M.A.R.T Report... Posted: 22 Aug 2011 12:43 AM PDT For anyone within the mobile advertising industry, you’ve likely relied on Millennial’s research over the last two and half years to stay up on the ever-changing trends, devices, verticals and more that drive the market. In fact, according to Millennial, its research is used by all 25 of the top mobile agencies, all 20 of the top ad agencies, and 70% of the top 20 Ad Age advertisers. In addition, its research has been referenced more than 5,000 times by press, analysts, customers, etc and has seen more than 20,000 downloads to-date. Now, on to the data.  In terms of general mobile advertising growth, Millennial and Gartner reported total mobile advertising revenue in 2010 totaled $1.627B, and in June of this year, Gartner projected that the worldwide market would more than double by the end of 2011 over 2010 to total an estimated $3.309B.  By 2015, however, Gartner projects total revenue to top $20.6B. Looking at mobile vertical spending in Q2, six specific verticals experienced triple-digit growth including travel,entertainment, automotive, pharmaceuticals, retail/restaurants, and finance — the latter of which seeing an impressive 1,095% growth over Q2 2010.  Retail and restaurants took the top spot for U.S. mobile verticals in Q2 while “portals & directories” took the top spot on an international scale. In terms of mobile campaign engagement methods, “application download” grew 9% quarter-over-quarter and represented 23% of Millennial’s “Campaign Destination Mix” for Q2, while “View Map” grew 28% quarter-over-quarter as a “Post-Click Campaign Action.”  Looking at general campaign destinations, driving traffic-to-site represented 52% of all campaigns, while driving traffic to a custom landing page and driving app downloads rounded out the rest with 25% and 23% respectively.  It’s worth mentioning that, when compared to Millennial’s very first S.M.A.R.T report back in 2009, the “app download” campaign action has grown an impressive 667% — mirroring the massive growth in mobile app usage and smartphones in general. Looking further in how far we’ve come in the last 2.5 years, the top 5 mobile phones in Millennial’s network in March 2009 included (in descending order) the Apple iPhone in the #1 spot, followed by the Samsung Instinct, the Blackberry Curve, the Samsung Messenger and the T-Mobile Sidekick — note two out of 5 were feature phones.  Jump to Q2 2011 and the iPhone remains in the number one spot, followed by the Blackberry Curve, the Motorola Droid, the Samsung Nexus S and the Blackberry Bold 2.  The entire list of the top 20 phones for Q2 were smartphones.

Daily's Cocktails Doles Out Prizes Via QR Codes...

Daily’s Cocktails doles out summer prizes via QR codes...

By Lauren Johnson

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August 18, 2011

Consumers can play a game to win prizes

Cocktail mixer company Daily’s Cocktails is giving consumers a chance to win prizes via mobile bar codes that are placed on its static magazine ad.

The company is running the advertisements as an extension of a summer campaign that promotes its  line of  mixed drinks. In addition to mobile bar codes, the company is also leveraging social media and getting the word out via  Facebook, Twitter and Pandora.

“Daily’s Cocktails had a successful summer campaign last year that focused on making the most of consumers’ summers with Daily’s products, including entertaining and recipe examples,” said Michael Chadwick, partner at CCM Marketing Communications, New York.

“This year, we wanted to use print as another way to get people involved with the campaign, but still wanted it to be simple and easy for users so we decided to use QR codes,” he said.

CCM Marketing Communications is a marketing agency that works with Daily’s Cocktails.

Spin to win
Once consumers snap the mobile bar code via their QR code reader, they are taken to a mobile-optimized page where they can play a game to win various weekly prizes.

To play, consumers click a spinning bar of Daily’s Cocktails products to create a cocktail.

Each week, there is a winning pattern and users who guess the right combination are randomly selected to win prizes, such as blenders and coolers.

The sweepstakes began Memorial Weekend and is planned to run through summer.

“The mobile game is an extension of a more elaborate game that is on the company’s Web site,” Mr. Chadwick said.

Recipe swap
In addition to playing a game, consumers can view a list of 20 curated recipes that use four Daily’s mixes.

“Recipes are one thing that drives drink mixers because there’s always a new and relevant way for consumers to use the products,” Mr. Chadwick said.

“No one is going to buy the product on its own, so recipes are natural sources of content for the brand,” he said.

In addition to using the QR codes to promote the brand, Mr. Chadwick said the company was able to gain valuable insight about how consumers interact with print.

For example, five to six versions of the code were placed in various magazines.

According to Mr. Chadwick, the magazine that has generated the most engagement was Hearst’s Cosmopolitan, which shows that the publication’s readers are looking for sources of additional, relevant content.

“QR codes are a perfect shortcut for going straight from the branded message in the print ad to the more interactive brand experience,” Mr. Chadwick said.

“As the technology and the software become more universal, food and beverage marketers will expand on ways to target the perfect consumer for their products in settings where those consumers can benefit from the information,” he said.

“QR codes gives brands an opportunity to make the case for a consumer decision on a situation basis.”

Victoria's Secret New SMS Program...

Victoria’s Secret offers incentives via SMS program for Pink line...

by Rimma Kats

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August 10, 2011

Victoria’s Secret is giving special offers and exclusive event information via an SMS program that builds the company’s database and its relationship with consumers.
The lingerie retailer is no stranger to mobile. In addition to SMS, Victoria’s Secret also uses mobile applications and mobile ads as a way to communicate with shoppers.

“SMS gives brands like Victoria’s Secret reach to run campaigns that are accessible by all mobile users,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.

“SMS provides a springboard to richer brand experiences – of course, Victoria’s Secret is known for its fashion and its models,” he said.

“Video and pictures can be used in embedded links that take the mobile user to the excitement and glamour that is Victoria’s Secret.”

Mr. Hasen is not affiliated with Victoria’s Secret. He commented based on his expertise on the subject.
Victoria’s Secret did not respond to press inquiries.


Message incentives
Consumers are encouraged to opt-in to the company’s SMS program by texting keyword to a short code.

Once users opt-in, they are sent a text message with a link that takes them to a mobile-optimized page where they can sign-up.

Consumers can enter information such as their name, email address and phone number.

“Provided the call to action is clear and compelling, SMS is effective in driving new customers to an offer or to information,” Mr. Hasen said. “This often leads to an invitation to a mobile loyalty club where consumers choose to interact with brands they know and trust.

“Hipcricket research says that more than one-third are interested in joining a mobile loyalty club,” he said. “Further, the study tells us that consumers are still waiting for brands to ask them to engage.”


Word of mouth
Victoria’s Secret is getting the word out about its SMS program through a variety of ways including direct mail.

A 12-page direct mailer sent to consumers last week is headlined “Pink” and promotes bras, panties, bikinis, T-shirts, flare pants and a hoodie.

In that mailer, the Heartbreaker product page has a QR code as well as the HEART keyword meant to be texted to a short code.

“SMS produces near immediate action since 97 percent of texts are opened within four minutes,” Mr. Hasen said.

“Deals via SMS break through the clutter – contrast that with the offers delivered to me via email that I will never see.”

QR Codes Resonating With Mobile Users...

QR Codes Finally Resonating with US Mobile Phone Users...

Posted on 12 August 2011

According to the latest research from comScore, Inc., in June 2011, 14 million mobile users in the U.S. (6.2 percent of the total mobile audience) scanned a QR or bar code on their mobile device.

A QR (Quick Response) code is a specific matrix bar code (or two-dimensional code) that is readable by smartphones.

The statistics were gleaned from a study on mobile QR and bar code scanning which came from the firm’s comScore MobiLens service.

More than half of all QR code scanners were between the ages of 18-34 (53.4 percent).

Additionally, the study found that a mobile user that scanned a QR or bar code during the month was more likely to be male (60.5 percent of code scanning audience), skew toward ages 18-34 (53.4 percent) and have a household income of $100k or above (36.1 percent).

ComScore also analyzed “the source and location” of QR or bar code scanning and discovered that users are most likely to scan codes found in newspapers or magazines and on product packaging and do so while at home or in a store.

“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” says Mark Donovan, comScore senior vice president of mobile.

“For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”

QR code readers...

• Blog
• How to read a QR-Code
• QR-Code Consulting
• QR-Code Generator

How to read a QR-Code...

READY?. Visit from your cellphone browser application any of the following websites:

• Kaywa reader, Kaywa / 3GVision - http://reader.kaywa.com
• I-nigma, I-nigma - http://www.i-nigma.com
• QuickMark - http://www.quickmark.com.tw/En/basic/index.asp

SET?. When detecting your cellphone model will ask permission to download the reader application. Accept, download and isntall.

GO!. You are now ready toread QR-Codes or Datamatrix from your phone.

QR code integration...

Crate and Barrel increases mobile giveaway entries via QR code integration...

Posted By Rimma Kats 

Crate and Barrel is offering consumers a chance to win a $500 gift card via a QR code featured on its fall catalog.

The company is running the mobile bar code on the back of its catalog.

In addition to signing up for a chance to win the $500 gift card, consumers can also sign up for the company’s email news and stay on top of their products when they come out.

“The incorporation of a mobile bar code into campaigns means that consumers can experience the brand instantly in a more meaningful way by being connected – whenever and wherever they are – to richer content,” said Laura Marriott, British Columbia-based CEO of NeoMedia Technologies.

“This interactive communication helps the consumer feel more attuned to their brand and the brand, more connected to the consumer,” she said.

“Mobile bar codes have been taking the place of 1-800 numbers and URLs in advertisements and are already helping to connect the consumer to higher value content on store shelves, on pack, and many other implementations.

Ms. Marriott is not affiliated with Crate and Barrel. She commented based on her expertise on the subject Crate and Barrel did not respond to press inquiries.

Mobile giveaway
Consumers can scan the QR code with their mobile device.
One lucky winner will get a $500 shopping trip to any of Crate and Barrel’s locations, online or purchases made through the company’s catalogue.
The mobile sweepstakes is taking place beginning Aug. 1 to Sept. 30.
Using a QR code for the mobile sweepstakes and to build the company’s email database is smart.
Mobile bar codes are emerging and more companies are beginning to see a trend and taking advantage of it to further their mobile strategy.
“The analytics that are available to a brand as part of a mobile bar code management platform are absolutely invaluable in helping them to measure and define campaign success, helping them understand who is engaging with them and when,” Ms. Marriott said.
“This data also allows brands to tailor communications even further to the consumer based on analytics including time, date and location of any scan, as well as valuable user information including gender and age,” she said. “These attribute make bar codes a must for all marketers.

Sign me up
When consumers scan the QR code they are redirected to a mobile landing page where they can sign up to enter and receive email news, as well as participate in the giveaway.
Additionally, while there, consumers can shop the latest products, check out their favorite pieces and use the search functionality if they are looking for something specific.
Users can also visit the company’s other sites including CB2 and Land of Nod.
“We see barcodes emerging as a dominant mobile media element and we will continue to see brand owners of all sizes leverage barcodes in their campaigns,” Ms. Marriott said. “The market is only starting to develop and we are on the front end of the hockey stick.”
“We expect the continued explosive growth of smartphone users making mobile barcodes all the more accessible to consumers,” she said.
“This will be backed by an increased penetration of pre-loaded mobile bar code readers by handset manufacturers worldwide, making scanning capability more convenient and instantaneous as well as the continued proliferation of barcode scanners in the app stores.”