The Year of QR Codes

May 12th, 2011 | by: Miguel Cano
Miguel Cano
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Crazy QR Code Egg Hunt At Old Navy

The digital world is starting to bond with the tangible world. If you haven’t seen these funky looking squares in public, known as Quick Response or QR codes, get ready for an invasion.  The technology originated in Japan in 1994, but QR code adoption is in its infancy here in the U.S.

The rise of the smart phone directly correlates to why people are now getting familiar with QR codes. Typically, mobile users need to install an application, like Google Goggles or a barcode scanning app to read QR Codes and access the embedded information.

Jumpscan, a QR code company, released an info-graphic illustrating how QR code scanning has increased by 1,200 percent from July to December 2010.  In a recent study exploring U.S. smart phone owners, 32 percent of respondents said they’ve scanned a QR code, as reported by eMarketer. Of those who scanned a QR codes, 53 percent said they used the code to get a coupon or discount and 52 percent said they used the code to access additional information.

More and more companies are leveraging QR codes to make the physical world more interactive. Smart phones are making QR Codes more ubiquitous because consumers can now access the web from anywhere. The ability to link a code to anything digital, put the code on anything tangible like posters, magazines, T-shirts, signs and coffee mugs, and measure responsiveness is attractive to brands.

The flexibility of QR codes allows companies to experiment with how to best use them.  Best Buy has incorporated QR codes on product tags in stores, linking to reviews and product information.  Old Navy used QR codes (image above) as part of an in-store sweepstakes scavenger hunt, which I experienced firsthand. I was given a preview copy of The Radical Leap Re-Energized by Steve Farber, which incorporates QR codes as a way to connect readers to additional sources and make reading more interactive. And this is a just a short list of examples; Business Insider includes several more.

Successfully incorporating QR codes into marketing initiatives should be part of an integrated digital strategy.  The simplicity and affordability of this technology allows businesses to connect digital shoppers with branded digital content and augment the shopping experience.

For more information about QR Codes, visit QRstuff.com.

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Will marketing follow on-the-go consumers?

April 11th, 2011 | by: Stephanie Florence
Stephanie Florence
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I saw this car driving around town and it got me thinking: with consumers constantly on-the-go is this type of marketing the optimal tactic?

Even a busy person cannot avoid an advertisement directly in front of their face. Are consumers more likely to react to a direct message presented in their everyday routine? And is the Arthur Murray Dance Studiosucceeding in reaching potential dancers who have not considered this particular studio or taking classes in general? 

I believe any type of promotion is good promotion when it comes to activities like dance classes. Let’s face it; Chicago traffic can often get the best of drivers by only adding stress to their day. Providing drivers with a positive message amidst the negativity of the traffic-filled commute can leave a lasting impression on the consumer. Whether this means signing up for class personally, highlighting the opportunity to a friend or discussing the topic via social media, the outcome is mutually beneficial for Arthur Murray and the driver.

Mobile marketing includes this example of literally moving advertising in addition to marketing done via cell phone. If people are reading newspapers in print less and accessing their news online instead, mobile applications have the potential to lead the charge in providing information. Consumers may be avoiding the hassle of carrying around a newspaper, coupons or brochure when all the details can be easily stored in their phone (a staple when most people leave the house each day). Cue the power of QR codes as their sole purpose celebrates the ability to be mobile.

Would you be likely to check out this dance studio (or whatever is promoted in a mobile form)? Do you appreciate having advertising mixed in with your everyday life or would you prefer to simply enjoy your commute?

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SXSWi Postlude: Location Networking and QR Codes

March 25th, 2011 | by: Miguel Cano
Miguel Cano
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This year, I was given the opportunity to attend SXSW Interactive.  It was five intense days of business meeting geekery head on.  It was nice to escape the wrath of Chicago winter and enjoy some spring-like weather in my home state of Texas.  (I grew up in El Paso, TX.)

Obsessed With Location

The big star was definitely location. Foursquare, SCVNGR, Gowalla, and Loopt were all knee deep in trying to gain and retain attendee’s attention.  Each network had a representative participate on a panel and there were several sessions focused on various aspects of location marketing.

Although Gowalla was the official location network of SXSW, Foursquare still reigned supreme. Between the Foursquare at Foursquare partnership with Pepsi Max and the American Express partnership to help raise funds for Grounded in Music, an Austin-based nonprofit, other location services didn’t have the visibility or usership as Foursquare.

Plus, Mashable’s Pete Cashmore interview with Dennis Crowley had some hysterical moments.  The collaborative quiz about Crowley with Crowley and the sweet moment of Crowley giving an audience member a hug were priceless.

Dennis Crowley from Foursquare gives audience member a hug

 

Seth Priebatsch, the Chief Ninja from SCVNGR, offered a compelling opening keynote at the 2011 SXSW Interactive Conference.  He predicted this decade will be known as the “Decade of Games” or the gamification of society, but more on this next week.

QR Codes Get Mainstreamed

If location led the way, then the QR code made everything interactive.  It was impossible to go anywhere without seeing a code on posters, booklets, business cards, or many other printed materials. In case you haven’t yet seen one, here you go.

Soon, you will find these EVERYWHERE and you will use your new smartphone to scan the image.  You can do so now by using a mobile app like Google Googles.

Foodspotting

Here at JSH&A we love food…a lot. In the spirit of all things FoodSpotting, another location network focused on good food, I thought I’d publish my favorite eating spots.  Should you ever decide to visit Austin for SXSW or for another occasion, I recommend Trudy’s and Café Crepe.

Cafe Crepe: Cinnamon crepe with strawberries and banana

 

 

Trudy's: Chicken with chile piquin (I think)

 

 

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