action packed qr codes
DESCRIPTION
- Keynote presentation to kick off GE's 2011 integrated marketing speaker series - Goal: Educate + excite around improving customer experience with meaningful use of QR Codes - Audience: 300+ marketers at GE and working with other top brands primarily in North AmericaTRANSCRIPT
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ACTION PACKED
Brian RegienczukGE Keynote Speaker SeriesMarch 2011
Scan one using a smart phone, many come preinstalled with a reader, or you can use an app like Google Goggles
QR CODES
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Exploded in Asia first
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Division, Content owner, Date(in numbers), ISO No4Brian Regienczuk © 2011 Experience Rethink
US has seen 1200% increase in scanning from Jul to Dec 2010*
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Division, Content owner, Date(in numbers), ISO No5Brian Regienczuk © 2011 Experience Rethink
14 DAYS58 QR CODES
DIRECT MAILCATALOGSMAGAZINES
IN STORESTATEMENTS
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3 Steps to access
2. Accept1. Scan 3. Offer or Info
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Division, Content owner, Date(in numbers), ISO No8Brian Regienczuk © 2011 Experience Rethink
Context + incentive
experiencerethink.com my contact info (name, phone, web, email, etc.)
zxing.appspot.com/generator/ gecapital.com
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What’s embedded?
6 typical types of info:
URLContact InfoLocationSMSMeeting InviteWiFi Network Info
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What’s embedded? What can they do?
6 typical types of info:
URLContact InfoLocationSMSMeeting InviteWiFi Network Info
Used in many ways:
Sign upSubscribeSurveysContestsDiscountsProduct infoContextual infoLoyalty programsPaymentTrackingExchanging infoInviting to eventsChecking inText messagingProviding easy WiFi…
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Division, Content owner, Date(in numbers), ISO No11Brian Regienczuk © 2011 Experience Rethink
http://zxing.appspot.com/generator/
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Division, Content owner, Date(in numbers), ISO No12Brian Regienczuk © 2011 Experience Rethink
http://zxing.appspot.com/generator/
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Division, Content owner, Date(in numbers), ISO No13Brian Regienczuk © 2011 Experience Rethink
SAME 14 DAYS35 QR CODE
OPPORTUNITIES
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Division, Content owner, Date(in numbers), ISO No14Brian Regienczuk © 2011 Experience Rethink
Right offer at the right moment can be even easier for customers
##########
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Division, Content owner, Date(in numbers), ISO No15Brian Regienczuk © 2011 Experience Rethink
WHAT IS A QR CODE?WHY QR CODES, NOT BARCODES?
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Division, Content owner, Date(in numbers), ISO No16Brian Regienczuk © 2011 Experience Rethink
What is a QR Code?
• A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. *
• The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.*
Fun fact: QR stands for quick response
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Division, Content owner, Date(in numbers), ISO No17Brian Regienczuk © 2011 Experience Rethink
Standardized since 2006
ISO/IEC 18004:2006 Information technology — Automatic identification and data capture techniques — QR Code 2005 bar code symbology specification
Note: Micro QR code is a smaller version of the QR code standard for applications with less ability to handle large scans. There are different forms of Micro QR codes as well. The highest of these can hold 35 numeric characters.
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Division, Content owner, Date(in numbers), ISO No18Brian Regienczuk © 2011 Experience Rethink
4 key benefits of QR
1. Two dimensions, contains more data
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Division, Content owner, Date(in numbers), ISO No19Brian Regienczuk © 2011 Experience Rethink
4 key benefits of QR
1. Contains more data (two dimensions)
2. Small printout size (1/10th the space)
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Division, Content owner, Date(in numbers), ISO No20Brian Regienczuk © 2011 Experience Rethink
4 key benefits of QR
1. Contains more data (two dimensions)
2. Small printout size
3. High speed scan / scan from any direction (perfect for cameras, low resolution or things that are moving)
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Division, Content owner, Date(in numbers), ISO No21Brian Regienczuk © 2011 Experience Rethink
4 key benefits of QR
1. Contains more data (two dimensions)
2. Small printout size
3. High speed scan / scan from any direction (perfect for cameras, low resolution or things that are moving)
4. Dirt and damage resistant (data can be restored)*
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Division, Content owner, Date(in numbers), ISO No22Brian Regienczuk © 2011 Experience Rethink
3 REASONS QR CODES MATTER RIGHT NOW
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Division, Content owner, Date(in numbers), ISO No23Brian Regienczuk © 2011 Experience Rethink
1. Enable purchase decisions outside + inside the store
• Conventional wisdom: 70% of purchase decisions are made in-store.
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Division, Content owner, Date(in numbers), ISO No24Brian Regienczuk © 2011 Experience Rethink
1. Enable purchase decisions outside + inside the store
• Conventional wisdom: 70% of purchase decisions are made in-store.
• New data: More than 80% of purchase decisions are now being made outside the store.*
AND
• QR codes help get decision process started + shorten decision making time**
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Division, Content owner, Date(in numbers), ISO No26Brian Regienczuk © 2011 Experience Rethink
Smartphone adoption moving fast
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Division, Content owner, Date(in numbers), ISO No27Brian Regienczuk © 2011 Experience Rethink
Three big US smartphone playersapple, android, blackberry
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2. Big brands, location based services + QR = very interesting
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Division, Content owner, Date(in numbers), ISO No29Brian Regienczuk © 2011 Experience Rethink
Fortune 50 jumping in
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Division, Content owner, Date(in numbers), ISO No30Brian Regienczuk © 2011 Experience Rethink
Very interesting ecosystem
Physical
Digital
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Division, Content owner, Date(in numbers), ISO No31Brian Regienczuk © 2011 Experience Rethink
3. Better experiences drive growth
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Division, Content owner, Date(in numbers), ISO No32Brian Regienczuk © 2011 Experience Rethink
Early users of QR codes likely to be active influencers
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Division, Content owner, Date(in numbers), ISO No33Brian Regienczuk © 2011 Experience Rethink
BEST PRACTICES
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Division, Content owner, Date(in numbers), ISO No34Brian Regienczuk © 2011 Experience Rethink
1. Make QR code content meaningful
• Simplify life (less steps, more info, savings, knowledge…)
• Context: Where will this be seen + by whom? (at home, opening a bill…)
• What is their incentive to scan the code?
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Division, Content owner, Date(in numbers), ISO No35Brian Regienczuk © 2011 Experience Rethink
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Division, Content owner, Date(in numbers), ISO No36Brian Regienczuk © 2011 Experience Rethink
2. Mobilize the landing page
• Make sure the url goes to a page meant for mobile browsers
• Don’t make them click again to get to the value
• Make sure the content isn’t a disappointment
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Division, Content owner, Date(in numbers), ISO No37Brian Regienczuk © 2011 Experience Rethink
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Division, Content owner, Date(in numbers), ISO No38Brian Regienczuk © 2011 Experience Rethink
3. Use short URLs + track them
• Since more characters means a more complex code, keep it simple for easy scanning
• Use a URL shortener (bit.ly) OR a branded short URL (goo.gl)
• Set up analytics to track usage and generate ROI for different touchpoints, user groups, offers, etc.
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Division, Content owner, Date(in numbers), ISO No39Brian Regienczuk © 2011 Experience Rethink
Watch out’s + things to check• Size of code: Keep printed codes at least 1 inch for easy
phone scanning
• Color + contrast of code:
• Give instruction: “Scan this code for…”
• Placement: Make sure there is a mobile signal
• Set up analytics
• Test your codes
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Division, Content owner, Date(in numbers), ISO No43Brian Regienczuk © 2011 Experience Rethink
Different phones, which apps?Over 80% ship with a reader preinstalled
iPhone• Redlaser – Already installed on 5 million iPhones, they just added QR code support.
The guys that made this app are bona fide geniuses, it’s that good.• Google Goggles – Has more utility than just scanning QR codes.
Android• Barcode Scanner – Home brewed by Google and coming pre-installed on some
versions of Android. (We also like ShopSavvy, and your mom might already have it.)• Google Goggles – Has more utility than just scanning QR codes.
Blackberry• Neoreader – Best one out there, still not great though. (Newer versions of BBM have
a native scanner and they call it a “Group Code”, but you have to dig through the options to find it.)
• Google Goggles – Has more utility than just scanning QR codes.
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