Qr codes - What, Why, How

QR Codes: What, Why, How

How many people scanned the QR code on the previous slide?

(and… what did you learn?)

QR Codes: What, Why, How

Dan LucarelliDirector – Marketing & EducationPennsylvania One Call System, Inc.

[email protected]

Agenda

• Definitions• Creation• Use• Damage Prevention Examples• QR Code DOs• QR Code DON’Ts• Questions

DEFINITIONS

Definitions

• QR Code: abbreviated from Quick Response Code — is the trademark for a type of matrix barcode (or two-dimensional code) first designed for the automotive industry.– The use of QR Codes is free of any license. The QR

Code is clearly defined and published as an ISO standard.

– Denso Wave owns the patent rights on QR Codes, but has chosen not to exercise them. In the USA, the granted QR Code patent is US 5,726,435.

QR CODE CHARACTERISTICS

QR Code Characteristics

• Two Dimensional.• Error correction built in.• Can store up to 4,296 characters.

QR Code Characteristics

• (Some Technical Stuff)

QR Code Characteristics

• Flexible – URLs, vCards, Text• Self correcting• Customizable

CREATION

How do you create a QR Code?

• http://beqrious.com/qr-code-generator/• http://qrcode.kaywa.com/• http://createqrcode.appspot.com/

• (Google: “Create QR Code”)

QR CODE DO’S (E.G. BEST PRACTICES)

DO

• Experiment. Don’t be afraid to:

– Put QR codes on your print communications;– Put a vCard QR Code on your business card;– Put a QR code in a PowerPoint presentation!

DO

• Track! Track! Track!– EVERY QR code should land on a page with

analytics attached.– WHY go to the trouble if you don’t know

how/when/where they are used?

• QR Codes add tracking to print media.

DO

• Land on a page optimized for mobile!

• You KNOW the user is coming from a mobile device.– BIG menu buttons– BIG fonts– NARROW screen

versus

DO

• Consider a “Generic” QR Code– Use your website to redirect the “generic” code to

the page you want.– This lets you change the content without updating

the code.– Longer shelf life for printed QR codes.– “www.pa811.org/whydialqrcode”

DO

• DO use short URLs rather than long URLS– Simpler, easier to read, can be smaller and will

work better on low resolution medium (e.g. newspaper)

versus

QR CODE DON’TS(E.G. TRY NOT TO DO THESE THINGS)

DON’T

• DON’T use QR codes on electronic media.– Your email signature– Your website

– (Think about it for a minute…)

DON’T

• DON’T Send a QR code to a page designed for desktops– Most sites are optimized for 1024 x 768– Most sites have font sizes hard to read on a mobile

device– Most sites have not been tested on mobile

browsers.

DON’T

• DON’T send the QR code to a PDF of a print piece– Consider how it looks on a mobile device.– Landscape brochure on a 640 pixel wide display?

versus

DON’T

• Don’t forget to track!• Don’t forget to track!• Don’t forget to track!

• EVERY QR code should land on a page with analytics attached.– WHY go to the trouble if you don’t know

how/when/where they are used?

USES

DAMAGE PREVENTION EXAMPLES

Example: New York

Example: Ohio

Example: Ohio

Example: North Carolina

Example: North Carolina

Example: Tennessee

Example: Tennessee

Example: Michigan

Example: Michigan

Example: Pennsylvania

Example: Pennsylvania

Example: Pennsylvania

EXAMPLES / INSPIRATIONFROM ELSEWHERE

Enhance the experience

Some savvy museums and art galleries have been quick to realize the potential in QR codes for enhancing user experiences. Art galleries such as The Cleveland Museum of Art place QR codes next to exhibits to direct visitors to online or audio tours, or to provide more in-depth information.

Providing real time information

QR codes can take customers to real-time updates anywhere where there is a constant flow of information.

Frankfurt, Germany recently introduced smart posters in train carriages, which provided commuters with travel information, transport connections, special events and points of interest, as well as special offers for travel card holders.

Personalize

JCPenney customers add a personal touch to their gifts. When you purchased a gift, you received a "Santa Tag" with an accompanying QR code. By scanning the code, the giver could record a personalized voice message for the recipient. The giver stuck the code on the package like a gift card.

Reinvent the Shopping Experience

QUESTIONS?

Dan LucarelliDirector – Marketing & EducationPennsylvania One Call System, [email protected]

Thank you!for attending this session.