quick response codes (qr codes)
Post on 17-May-2015
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darwill.com 1
QR Codes…Creating Response Opportunities On Demand!!!!
Patrick A. WhiteDarwill, Account Executive
Phone: 708-236-4963
Email: pwhite@darwill.com
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Today’s Discussion
What is a QR code? How do QR codes work? Critical market enablers QR Code applications that drive demand
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What is a QR Code?
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Meet the QR Code
A 2D Barcode Created by a Japanese corporation
(Denso-Wave) in 1994 QR stands for “Quick Response”
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What The QR Code Contains
Service types that can be embedded in a QR code
Service Example Instruction
http: http://www.qrme.co.uk Browse to a web site
Mail to: mailto:admin@qrme.co.uk Invoke an e-mail message
Telephone: tel: +44123456789 Telephone a number
sms: sms: +4407912345678 Send an sms message
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How QR Codes Work
A Mobile Phone with a Cameraand QR Code Reading Software
Snap a Picture
The QR Code will Decode
instantly
You’ll be brought to a web page
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Critical Market Enablers for QR Codes
Consumer adoption of mobile technology Marketing focus on mobile solutions QR code enabled phones and easy to download QR readers Ease of use Endorsements by market leaders Google and Facebook
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Smart Phone & the PC
http://www.businessinsider.com/chart-of-the-day-smartphone-sales-to-beat-pc-sales-by-2011-2009-8
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Consumer Utilization of Mobile Technology
More than 90% of us keep our cell phones within arm’s reach 24 hours a day, 7 days a week, 365 days a year.
More than 70% of us actually take our cell phones to bed with us.
Over 70% of us now use our cell phones as alarm clocks.
A study by Unisys revealed that if we lose our wallet, we report it missing in 26 hours. If we lose our cell phone, we report it missing in 68 minutes.
Sources: eMarketer, Mobile Marketer, InfoTrends
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Mobile Technology Today
Mobile marketing spending in the U.S. is projected to grow at a 25% CAGR in 2010
QR, Barcodes and Tags are the future of mobile marketing
The Year of Mobile Marketing has arrived
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Preloaded QR Enabled Phones
Blackberry is now shipping its mobile phones with a QR Reader preloaded in Messenger 5.0.
Nokia, Sharp, Panasonic, and Asus have been shipping their mobile phones with QR Readers preloaded.
LG, Samsung, and Sony-Ericsson have all announced plans to preload various third-party QR Readers and are already doing this on select phones.
By early 2010, mobile phones from all these manufacturers and others will have them preloaded
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Ease of Use : Forget The Hassle of Keying in URLs
Step 1 Point the camera at the codeStep 2 Take a picture Step 3 Wait for decodingStep 4 Link to website
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Accelerating Consumer Adoption Endorsement from Google
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And Maybe Even More Importantly… Facebook
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Facebook just announced they are going to start assigning QR Codes to every individual profile.
Major impact on QR Code awareness.
Facebook’s US user base grew from 42 million to 103 million in 2009. That’s a 144.9% growth rate!
The 35+ demographic now represents more than 30% of the entire user base.
The 55+ audience grew 922.7% in 2009.
If these groups haven’t learned about QR Code technology already, they will now learn about it from Facebook.
Source: iStrategylabs.com
Facebook & QR Codes
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The Opportunity is Diverse
Signage
Packaging and labels
Books
Magazines/Programs
Direct mail
Catalogs
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Smart Retailers Catching On
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QR CodesRalph Lauren
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Retailers Like Harrods
Source: Times Online
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QR CodesBest Buy NYC
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QR CodesCalvin Klein NYC
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Restaurants with Links to Reviews
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NBA All-Star Game 2010
2010 NBA All-Star Game QR code campaign.
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The NBA Global Merchandising Group T24The NBA reaches fans and consumers worldwide through the licensing and marketing of consumer
products bearing the league’s trademarks and player attributes
Over 200 licensees manufacture, sell and market NBA branded products, promoted worldwide and sold in
more than 100,000 retail locations in 100 countries
Major categories include video games, apparel, footwear, sporting goods and trading cards
The NBA Store on 5th Avenue has more than 1 Million visitors every year
N NBAStore.com is the online destination for NBA fans around the world looking for exclusive team
merchandise, memorabilia with 10 million visitors every year
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NBA All-Star Game 2010 Coupon
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The NBA All-Star Game QR Code Campaign
During the All-Star Game, fans were invited to scan the QR Code that was displayed on the 3,500+ HDTV screens on the main concourse level of the stadium after the first quarter, during half time and after the third quarter.
Once scanned, they were sent a coupon to receive a Free All-Star gift at the main team store in the stadium.
The NBA exceeded goals for this campaign and distributed all of the free gifts available. This campaign started and was completed within a 6-hour period and 10% of the 100,000 attendees clicked on the QR code
The first NBA QR Code campaign and it was a success!
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NBA All-Star Game Signage
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Pepsi…Using the Package to Engage Consumers
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McDonald’s Sharing Nutritional Information
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Wine Label Linked to Wine Lovers Adde
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Basic Campaign
300k+ copies in the marketplace
Major national publicity and pickup
Author tour / appearance on Jimmy Fallon at kickoff
Major pickup on use of QR codes to generate publicity for title: USA Today et. al.
Forecasting over 80% sell through
Lauren Conrad / L.A. Candy
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The QR Code Component 8000 + visits to mobile site from over 80
countries—3% response rate
50% + of traffic to lacandy.mobi coming from PCs;
25% coming from phones sans codes
16% coming from QR code scans itself
2000 scans of code; virtually all new users
Book jacket drove vast majority of these scans
Nearly half of mobile site visitors clicked on “read it”; 10% clicked on share it and 10% clicked on buy it
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A QR Code Driven Magazine
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QR CodesLucky Magazine
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Game Day with the Detroit Red Wings
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Following the News…………
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Direct Mailers
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Advertising Atlantis – Point, Click and Make a Reservation
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Transforming Catalogs
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Recommendations
Technology is exciting….but
It isn’t enough
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The Fundamentals Still Apply
Business strategy Identification of the right target market The right media – synergistic use of
media The right offer Good creative Get a response – build a relationship Measure, Measure, Measure
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