Social Media users and Direct Mail

Posted by on 08 Dec 2012 | Category: Hints & Tips, Industry Trends

Direct Mail is one of the most underrated marketing mediums available to us today. An effective, well-planned direct mail campaign has the power to drive sales, as well as supporting online marketing activities. This infographic from MarketReach looks at Social Media users and their relationship with Direct Mail.

Source: Infographicas

A beginners guide to QR Codes

Posted by on 02 Jul 2012 | Category: Hints & Tips

fbcqcode

We often get asked about QR Codes, as many people are still unsure how to make or use them. So we’ve put together some information for frequently asked questions that may be of help to you. This list is by no means exhaustive, so let us know in the comments below in you need any further information.

design

Q/ We were wondering about adding a QR Code on the bottom right of our business card linking to our website. Do we have to pay CQ to design it or can we make one ourselves?

A/ While this IS a service we offer (our designers can create them for you), you can make them yourself. A quick google search will find many websites that provide free online QR Code generation. I’ve tried quite a few and my favourite so far is Kerem Erkan’s QR Code generator. It has a lot of options to choose from and follows established QR Code standards strictly. As you scroll down you’ll see there are options including linking to websites, watching a video, sending a TXT, email or tweet, creating a calendar event, creating a vcard, and even more.

Tip/ A little known service that CQ can provide is batch creation of personalised QR Codes from excel spread sheets. This is an extremely powerful marketing tool to use when you are sending a personalised printed piece to a client. The call to action can be by sending them to a unique personalised web address (also known as a PURL – Personalised Uniform Resource Locator) either by entering the address in a browser or scanning the unique QR Code. This is a great way to measure the effectiveness of your campaign.

Q/ How small can the QR Code be and still work?

A/ From my own experience I would recommend a minimum size of 20mm square if it’s simply a link to a website or video. If it’s for a vcard (a file format standard for electronic business cards) which has all of your contact details and is therefore a lot more detailed I would recommend a minimum size of 30mm square.

The best way to see how small you can make the code is to print the QR code out at different sizes and test it with your phone. If you don’t have the ability to scan it, ask us and we’ll test it with recommendations if required.

400_F_30825150_ASK0eAvzKFBfdT8UB7iBaxO2MIH5L8jM

Q/ What is the best QR Code app to use?

A/ Where does one start?!! There are many new apps coming out all of the time, as well as very good updates and improvements on existing ones.

· A round up of iPhone QR Code Reader apps can be found here

· A round up of Android QR Code Reader apps is found here

These articles were written in 2011 though, and many other good apps have come out since then, but these links are a still good place to start.

restore-phone-contacts

Q/ OK Dean, I used the website to make a QR for a vCard, and using an Android app to check it. The vCard is very good, although the one thing that’s not good is that I can’t get the URL to sit in the website category when it’s saved onto the phone as a contact – it sits in either nickname or notes. And I can’t touch it to go to the site.

A/ If you have entered the correct information into each of the fields, your QR Code will be correct. It is often a problem with the QR Code reader app that was used. Some of them don’t save all vcard details correctly into your phones’ contacts.

As an example, I have tested vCard QR Codes on different apps and found that Scanlife let me save to contacts but didn’t include the URL, whereas Neoreader saved to contacts perfectly – the URL was in the correct place and launched the browser when tapped.

Q/ How effective have you found QR Codes to be?

A/ To be honest, QR Codes are still in their infancy. While CQ first introduced them on this blog three years ago, I would say that common use of them in marketing has only really started in Australia and New Zealand this year.

In October 2011, 300 people (in tech-savvy San Francisco) were tested with a sign with a QR code on it with the phrase: "Free gift if you can tell what this is."

  • 11 percent correctly answered QR code or quick response code
  • 29 percent responded with "Some barcode thingy"
  • Seven percent guessed some variant of "Those things you stare at that get 3D when you cross your eyes.
  • The remaining 53 percent tried everything from a secret military code, Korean, to an aerial street map of San Francisco

Of those who guessed what it was, only 35% of them knew that it was read by their phone.

Then, only 45% of those people were able to do it.

If you do the math (100 divided by 11 divided by 35 divided by 45) that’s only 0.017% of the population that knew what to do with the QR Code.

This percentage is expected to increase dramatically, but we must use QR Codes wisely, otherwise the market won’t accept them.

mistakes

Q/ What are common mistakes to avoid?

A/

  • Linking to a website that isn’t optimised for mobile phones. If you don’t have the budget to do this then link to a service like Facebook or Linkedin that can. Try the QR Code at the top of this article to link to CQ’s mobile optimised Facebook page.
  • Not Testing the Code. Always test the proofs with a variety of smartphones and scanning apps before you release a code.
  • Not Offering Enough Value. Make it worthwhile by offering videos, photos, exclusive access, free downloads, “Instant Win” contests, special offers, “secret information”, or integration with social media to activate viral loops.
  • Think about where your QR Code is going to be placed. Is it large enough if at a long distance away? Is it accessible? Is Wi-Fi or 3G available in that location?

This QR Code probably fails on all three points (click on it to see a larger version):

p0go1_500

Crawl down here and scan this code, but MIND THE GAP!

In upcoming articles, we’ll share ideas for good uses of QR Codes, as well as highlighting some more technology that has become available in the growing connection between physical places and objects and the digital world.

________________

If you’ve had experience with QR Codes from a user, technical or a marketing perspective, we would love to hear your story.

How effective have you found them to be?

Did you have any problems to work through?

What have you found that does (or doesn’t) work?

Also if you think that any of the answers provided in this article are incorrect please comment below. All feedback is welcome.

– Dean

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