QR CODES

AUGUST 18, 2011

Scan this!

Step 1Download any QR code reader application

Step 2Scan the QR Code

Step 3Get more information

A QR code (short for quick response code) is a 2-D

barcode that can be scanned using a smartphone

camera. It might:

• direct the user to a website

• compose an email message

• make a phone call

• generate other actions.

What are QR Codes

QR codes (2-D code) contain information in both vertical

and horizontal directions, whereas a barcode contains

data in one direction only. QR codes hold considerably

greater volume of information than a bar code.

What are QR Codes

Source: Denso-Wave.com

Who is using QR Codes

One in five of all Americans

with a mobile device (63.2

million) own a smartphone

and 35% of them access the

Internet from that device.

In June 2011, 14 million

mobile users in the U.S.,

representing 6.2 percent of

the total mobile audience,

scanned a QR or bar code on

their mobile device.

Demographic Profile of US Smartphone Users Who Have Used a QR Code: Feb 2011 (% of Respondents) Respondents who have used a QR Code 32% Gender Male 51% Female 49% Age 18-34 39% 35-54 48% 55+ 13% Household Income <$25K 6% $25K-$50K 23% $50K+ 71% Education Level High school or less 11% College/Associates 26% University+ 63% Source: MGH Survey conducted by Vision Critical http://mghus.com/qr-code-survey-results

Source: comScore

Why Use QR Codes

• Enhance the user’s experience in a way that helps you achieve your marketing goals

• Target audiences that are ‘on the go’

• Capture target audience information

• Free to use

• Novel in the U.S. market

• Easier for users (scan rather than type URL)

• Overcome space limitation on marketing materials

• Must have smartphone

• No standards

• Not share-able, must be in the vicinity

• Frequently misused where it does not enhance the user experience

Why Not to Use QR Codes

• Mobilize the landing page

• Keep the URL short

• Make the content valuable

• Depending on the location of the QR code, include instructions

• Test, test and retest

Basic Rules

• Number of times the code was scanned.

• Number of Click-throughs

• What actions were taken

• Why measure?

– It gives you insight as to who’s interested in your content and how they behave.

– It gives you more information for future marketing decisions.

– It helps you fine-tune your content to make it more effective.

Measuring Success

• RedLaser: www.redlaser.com/mobile

• MS Tag:  http://tag.microsoft.com/consumer/index.aspx

• SparQ Code: http://www.sparqcode.com/

• Bit.ly: http://mashable.com/2010/10/13/bit-ly-qr-codes/

• Google shortener: http://goo.gl/

• Kaywa:  http://qrcode.kaywa.com/

• QR Tag: http://www.qrtag.net/

• QRarts: http://qrarts.com/

Generators and Readers

EXAMPLES

Henry Art Gallery

UW Book Store

WSDOT QR code takes users to download their mobile app (android and iphone) with traffic cameras, travel alerts, border wait times, etc.

WSDOT

Here are some links to help you make good decisions about QR code use:

• Examples of good uses of QR codes

• Examples of bad uses of QR codes

• QR code forum on Vimeo.

QR Code Resources

Any interesting examples to share?

QR Codes

QUESTIONS?