Posts tagged 2d barcodes

QR Code and Emerging Media Heighten Engagement and Can Lower Your Postage Costs

150857324 250x250 QR Code and Emerging Media Heighten Engagement and Can Lower Your Postage CostsDon’t complain about the rising costs of postage if your company didn’t register for last year’s USPS business discount by using QR Codes® (deadline was August 12, 2012).  This is the third year in a row the U.S. Postal Service is offering discounts to encourage businesses to use new technology such as QR Codes to improve their mailing results.

This year the USPS is upping the ante by including a scan-to-call component to its QR Code promo. This means when a prospect scans the QR Code with their smartphone that they will be connected by phone to the business that did the mailing. And that business will get a 2% postage discount, which could mean hundreds of dollars in savings per mailing.

For example, a business that normally would have paid $14,750 for mailing 25,000 bounce-back coupons with QR Codes that cost .59 each would only pay $14,250 for postage with the 2% postal service discount.

That 2% would equate to $500 in postage savings. This is more than enough to pay for a celebration dinner for a marketing department when the mailing brings in $652,000 in sales by generating 1,000 purchases (4% of mailing) of a $652 product.

Register for Emerging Technology Discount

September 30 is the deadline to register your business to receive a 2% discount on mailings you send using one of three emerging technologies shown below:

Augmented Reality Component: Augmented Reality (AR) is a live view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound, video, graphics, or GPS data.

Authentication Component: Authentication describes the process of verifying a unique customer using a combination of authentication factors (at least two).

Near Field Communication (NFC): Near Field Communication creates a two-way communication link between two devices with Radio-Frequency Identification (RFID) capabilities.

Here are the guidelines to receive the postal service emerging technology discount or you can email mobilebarcode@usps.gov.

 

Want a Deeper Understanding of Postal Changes and Discounts?

Pitney Bowes has produced a series of great webinars and slideshows that summarize the myriad of changes and rewards the postal service has to soften the pain of change.

I recommend starting by reading Pitney Bowes overview slideshow: Understanding the USPS: The Rewards for Change.

I hope by embracing the new technology and the discounts available to your business for doing so. If so you’ll be even more prosperous in 2013.

* QR Codes are a registered trademark of Denso Wave.

 

 

VDP Allows Bridal Service Companies and Brides to Get Personal

When Savvi Formalwear, a group of 35 independent formal wear retailers, wanted to connect with more soon-to-be brides, it chose the print and digital trifecta — direct mail, email and personalized landing pages.

All of Savvi Formalwear’s direct mail pieces were personalized using variable data printing (VDP), with coupons or incentives such as the two free airline tickets shown in the postcard in this post and a PURL that drives brides to a landing page with a store locator and Savvi Formalwear branding.

Savvi Formalwear is using the campaign to capture more of the $1 billion formal wear industry, that like other industries, has suffered because of the 2009-2011 recession.

wedding VDP Allows Bridal Service Companies and Brides to Get Personal

 

Not coincidentally the majority of Savvi Formalwear stores are located on the west coast where nearly 20% of the formal wear transactions occur. In these 35 stores, Savvi Formalwear is trying to lure as many of the two million brides that get married every year to their stores and services as possible.

SOURCE: IBIS World Report, Formal Wear and Costume Rental in the U.S., May 2012

 

pam VDP Allows Bridal Service Companies and Brides to Get Personal

 

Savvi Formalwear’s campaign, named SavviOne, included weekly mail drops across the U.S. and Canada to promote formal wear to couples planning their weddings. Using the power of personalization, Savvi Formalwear significantly increased the engagement and conversions in its multi-channel promotional campaign, according to Mark Morrow, president of Savvi Formalwear.

SOURCE: Case Studies, www.montagedigital.com

Bride Puts Money Toward Print Pieces Not Cake or Dress

While most brides can spend the majority of their wedding budget on elaborate centerpieces, cakes and designer dresses, bride Robin Nelson, who works in the printing industry, invested her wedding dollars in a cross-media wedding campaign.

Nelson used XMPie solutions to personalize each piece of her wedding communications from engagement announcements to her wedding invitations which included QR Codes®*

Nelson said the campaign enabled her to gather more information about each of her guests to organizing the wedding to taking advantage of technologies that count RSVPs and help brides budget for dinner, drinks, the rehearsal dinner and after-ceremony reception.

SOURCE: “Happily Ever After: A Cross-Media Wedding Campaign” by Robin Nelson, XMPie Blog, Oct. 12, 2011

invitations VDP Allows Bridal Service Companies and Brides to Get Personal

 

 

 

With the use of variable data printing, there was no confusion on head count at Nelson’s wedding. Nelson attributes this to her guests who updated their RURL (Response URL also called PURL for personalized URL) especially in regards to how many children who would be coming with them).

The information Nelson got from her guests through the landing page they responded to allowed her to stay within budget, update her guest list and create a seating chart.

Nelson also downloaded the XMPie Marketing Console iPhone app that allowed her to provide final head counts and meal preferences to her caterer and vendors through report on-the-fly report technology.

So while some brides like the visual trimmings (cakes, bridesmaid’s gifts, etc.), savvy brides are tapping into VDP and digital technology to make their wedding planning less stressful and more personalized to all involved.

*QR Codes are a registered trademark of Denso Wave.

 

7 Memorable Applications of QR Codes on Business Cards

Regardless of how you feel about QR Codes® you have to admit when you get handed a business card similar to one of the 10 examples below, you think one or all of the things below:

  • This person is on top of technology.
  • This person is harnessing all the tools to start conversations and get me to reach out to them.
  • This person is part of a forward-thinking company.
  • This person knows his or her stuff.
  • This person is successful.
  • This person is a graphic design genius.
  • This person is cool.
  • This person is going somewhere.
  • I want to know more about this person.

If you’re almost out of business cards, or better yet you just got a new title and a promotion, consider printing a QR Code on your new cards. Business cards are not dead, according to American Express Small Business. They are still as necessary as a driver’s license.

Hip to Be Square

A scan of the back of Michael Silber business card takes you to his portfolio.

R Code 7 Memorable Applications of QR Codes on Business Cards

Source: Reblis.com

Squeaky Clean

The beauty of QR Codes is you don’t have to print everything about your business. Print the vital information and consider moving the ancillary digits like fax numbers and multiple Twitter handles to a mobile code…

code box 7 Memorable Applications of QR Codes on Business Cards

Source: http://www.koodoz.com.au/klog/graphic-design-print-advertising/the-evolution-of-the-koodoz-design-business-card

Picture This

Max Infield is a man of few words but has a story to tell nevertheless. He incorporates his QR Code into the design itself.

monster code 7 Memorable Applications of QR Codes on Business Cards

Max Infeld’s design from Flickr

Black and Tan Theme

In the home and fashion design world, black and tan is as classic as a half pint of Guinness topped with a half pint of pale ale.

m code 7 Memorable Applications of QR Codes on Business Cards

Source:  Mailtrade card from CoolestBusinessCard

Wrap It Up

Want to give your card reverence and value? Consider printing a slide sleeve holder that showcases your QR Code.

L code 7 Memorable Applications of QR Codes on Business Cards

SOURCE:  Linchpin from CoolestBusinessCard.

Listen Up

Musicians, podcasters, or politicians with something to say can use QR Codes on their business cards to link to audio.

hot code1 7 Memorable Applications of QR Codes on Business Cards

SOURCE:  http://www.708media.com/qrcode/21-great-examples-of-qr-code-business-cards/

Card on a Cloth

Comando Patches innovatively placed its contact information solely in a QR Code it hands out on a business sized embroidery patch. Does your business lend itself to printing on a different medium other than paper? Wood, plastic, chip board, tile?

cloth code 7 Memorable Applications of QR Codes on Business Cards

SOURCE:  708media.com

A special thanks to blogger Oz Mendoza of strangenchanted.com for bringing most of these cards to my attention.

What’s on your card? What does your card say about you? Tell us in the comments below.

QR Code is a registered trademark of Denso Wave.

How to Serve Up QR Codes That Don’t Disappoint

A QR Code® can either be the cherry or the sour grape on the top of your marketing sundae.  When it comes to prospects interacting with your marketing materials, newsletter, or advertisement, they’re either going to swallow and smile or spit it out.

By including a QR Code, and a teaser foreshadowing where it will lead, you illicit engagement. Two companies engaged me this week by delivering the cherry on top by giving me something I didn’t expect or know. I like that.

A third company that ran an ad for migraine relief, used a QR Code that made me disengage rather than find relief for what ailed me.

 

AARP Gives Members the Banana Split of Information

AARP knows its audience. It knows seniors are still cutting corners in the challenging economy because of their income concerns. AARP addresses this key concern in its member magazine it published, “Can You Really Save $10,000 a Year?”  The article summarizes eight steps excerpted from How to Retire the Cheapskate Way.

save How to Serve Up QR Codes That Don’t Disappoint

mow How to Serve Up QR Codes That Don’t Disappoint

Obviously the article is a home-run content wise, and AARP takes it one step further by including an infographic that illustrates the eight steps in play. AARP takes it two steps further by including a QR Code with directions: SCAN THIS NOW. Below this call to action, AARP includes a TEASER:  How Cheap Are You?  See Jeff find some new uses for aluminum foil.

The QR Code takes readers to an entertaining and educational video about great re-uses of aluminum that seniors who like to squeeze every nickel out of products will love.

 

Infiniti Hands Prospect the Tiramisu Tutorial

In Infiniti’s advertisement for its backup collision intervention system, it includes a custom QR Code that leads to a YouTube video. I expected to see an accident being prevented by the technology, which I did. What I didn’t expect was to learn how advanced this technology is. The video demonstrates a lighting system on the sides of the interior of the car that would begin flashing on the side of the “threat.” It also demonstrates how the car automatically backs off the gas and applies the brakes.

car How to Serve Up QR Codes That Don’t Disappoint

I’m not trying to sell you an Infiniti, but to open your mind to how you can deliver more with your QR Codes and make that extra step the consumer is taking a worthwhile one.  It does a great deal to enhance your organizational image with that consumer.

 

MyChronicMigraine’s QR Code is Vanilla in a Chocolate World

While MyChronicMigraine.com has an engaging visual on its advertisement (a woman asleep on a red couch on a beachfront), its QR Code leads the customer to a zip-code search page. There is no instruction above or below the QR Code and no “teaser” to make the reader want to scan.

beach How to Serve Up QR Codes That Don’t Disappoint

If by chance they do engage and scan, it takes them to a screen to search for an office, which seems abrupt and non-helpful to someone seeking answers, research, solutions or justification they are among healers not spammers.

Because the ad talks about finding out if you have chronic migraines, it would seem a quiz or information packet link would be more appropriate in the sales funnel than trying to drive them into a franchisee’s office.  Frankly, it seems pretty sales like and not helpful.

If you use a QR Code, be sure to take the extra step and do it right

If there is anything you gain from reading our QR Code reviews it is the hope that you understand that when using a QR Code in your marketing you make it a worthwhile experience for the consumer.  Failing to do so, can mean more ill will than good vibrations.

QR Code is a registered trademark of Denso Wave.

 

Two QR Code Advertisements Hooked Me in Six Words or Less

If you follow this blog, you know I criticize advertisers that cram too much copy or too many visual elements into their ads. This week’s advertisers do neither.

Sleep Number Bed and Drugfree.org demonstrate how to execute a clean ad with a simple six-word hook as a headline and appropriately placed QR Code® that does a nice job of luring prospects into the next buying or emotional chamber of the sales process.

 

Sleep Number Bed Gets in Reader’s Head in Order to Get Them Into Their Bed

The headline, “This Is Not Just a Bed” begs to be answered. Then what more is it? The photograph of the bed in a reading or TV watching formation re-emphasizes that it truly is not just a bed because my bed at home doesn’t conform to that position. My traditional bed (mattress and box springs) has only one position: horizontal.

Sleep Number’s ad gives readers several options. They can read the headline, initial copy and scan the QR Code if they’re skimmers or they can do all of the above, plus read the next two copy sections on Sleep Number bedding accessories and how to avoid buying a knock off. This gives detail-driven shoppers more facts to absorb without overwhelming them.

I love the way the QR code sits temptingly to the left, not overwhelming the layout, but simply begging to be scanned so prospects can enjoy a video explaining the patented dual air technology that Sleep Number uses to ensure each person in bed gets a restful sleep because their side is adjusted to exactly their preference and pressure points.

bed Two QR Code Advertisements Hooked Me in Six Words or Less

 

Drugfree.org’s Ad Opens the Door & Gets You to Take a Seat and Listen

Hurrah for Drugfree.org for getting my attention with six mere but mighty words – “Your Story Can Change Someone Else’s.”

drug free3 Two QR Code Advertisements Hooked Me in Six Words or Less

Drugfree.org then reeled me in to watch and hear from addicts who got clean after I scanned its QR Code and was directed to videos and testimonials galore.

There is not a more effective or budget conscious ad than a type-based ad that is well done and puts the QR Code in a quote bubble, which indicates there are stories waiting behind QR Code.

These poignant stories were worth my scan and can be read at “The Hope Share” campaign URL. Drugfree.org aims to share these stories of addiction and recovery to break through the stigma often associated with drug and alcohol, which some 13 year olds are now victims of.

The marketing campaign is multi-channel in nature with six billboard spaces secured pro bono in Times Square. What a great effort to reach a huge population (around 500,000 people on foot walk through Times Square each day).  Keep in mind that addiction is prevalent; statistics indicate that each person is connected to someone through six degrees of separation that is struggling with drug or alcohol addiction.

time square Two QR Code Advertisements Hooked Me in Six Words or Less

With the successful execution of these two ad campaigns by this retail and nonprofit giant, I’m surprised more entities aren’t including a QR Code as a measurement and sales funnel mechanism in their ads. After all, a QR Code just takes up a very small portion of your ad. Yet it can convert, trace, inspire, and depending on the landing page — change lives and give hope.

QR Code is a registered trademark of Densowave.

 

The QR Code Face Off of the Week: Big Pharma vs. Two Tech Companies

We pitted three corporate giants against one another this week. Between Microsoft, Dassault Systemes and Boehringer Ingelheim, which company do you think did the best job with its mobile tag usage (QR Codes® vs. Microsoft Tag) and advertising composition (copy, layout, call to action)?

Pradaxa 748x1024 The QR Code Face Off of the Week: Big Pharma vs. Two Tech Companies

 

Boehringer Ingelheim Gets Wordy

Reading this ad makes me happy I don’t work for a pharmaceutical company. They obviously must be wordy because of disclosure requirements. I can see that it would be a challenge to be a designer for a pharma. I would hate to think my designs had to be blessed by the legal department.

The strongest copy point is how the product “reduced stroke risks by 35% or more” is buried.  The QR Code leads to a lot of repeated safety information about Pradaxa® rather than the promised tools and tips for caregivers and is not web mobile optimized. The QR Code landing page seems to be designed for the “eyes” of caregivers who are hopefully in their 30s or 40s rather than seniors 50 and older.  It is important to match your QR strategy to the target audience.  Keep in mind that  only about 14% of boomers even use QR Codes as shown in the VentureBeat graphic below.

 

Age Groups Using QR Codes

Age Groups QR Codes The QR Code Face Off of the Week: Big Pharma vs. Two Tech Companies

 

Microsoft Pushes Its Own Tag Technology

Microsoft 765x1024 The QR Code Face Off of the Week: Big Pharma vs. Two Tech Companies

Microsoft does a great job of making mom or dad want to run out and buy a new PC, loaded with Office 2010 and OneNote so this lovely teen can have her shot at making valedictorian. The ad isn’t too wordy and has a great offer with a deadline for purchase.

And even though QR Code usage is somewhere around 72% vs. the 24% usage of Microsoft’s mobile tag technology, it remains steadfast on pushing its tag. So I downloaded the free reader as instructed and was quite pleased with how easy it would be to share this offer with a friend. It seems odd that  Microsoft would not go for the high percentages guaranteed to give them more conversations by using a QR Code. Are they going to continue to ignore the stats below in 2013, too?

  • QR Codes accounted for 61% of all codes used in the first quarter, growing to 72% in the fourth quarter of 2011.
  • Microsoft Tags lost share, falling from 39% of all codes in Q1 to 25% in Q4. All other tags accounted for only 1% each in the last quarter.

SOURCE:  Nellymoser Study as reported by Finger Food, Feb. 13, 2012

 

FAshion QR Code 770x1024 The QR Code Face Off of the Week: Big Pharma vs. Two Tech Companies

Dassault Systemes Dazzles in its Print and Digital Execution

Dassault Systemes shares a compelling story of how the billion-dollar fashion industry can tap its 3D technology to turn a design sketch into tomorrow’s hottest boutique seller.

I was thrilled that the QR Code took me to a web-optimized page that I could actually read without increasing the screen size, and it took me further down the education and purchasing pipeline and offered three exit buttons to clearly flag where I was in the sales process.

 

So who won this week’s face off? Dassault Systems with a score of 72 out of 80.

Here are my tabulations and scores based on a scale of 1-10 in eight categories.

 

Boehringer Microsoft Dassault Systemes
Wordiness 2 (600 words) 8 (100 words) 7 (300 words)
White Space Use 0 9 8
Grabbing Graphic 0 9 10
Compelling Story 0 9 9
Overall Layout 1 9 9
Call to Action 1 10 10
Mobile Tag Usage 1 5 9
Total Score 5 59 72

 

Who Scans those Goofy Little Black Boxes Called QR Codes®?

140100126 250x166 Who Scans those Goofy Little Black Boxes Called QR Codes®?ComScore, a company that follows and measures the digital world, released a study that shows QR code®* users are skewed heavily to young, affluent men.

ComScore’s research showed that in June 2011, more than 14 million U.S. mobile users scanned QR codes. Altogether, these mobile users make up 6.2 percent of the total mobile audience. Of these 14 million, 60.5 percent were male, 53.4 percent were between 18 and 34, and 36.1 percent made $100,000 or more annually.

What does this mean to your efforts? That QR Codes are far from mainstream. If you determine they make sense for your business then they need to be integrated into your multi-channel marketing with an understanding that those who do scan are more like to be affluent men.

ComScore’s study also revealed that the most popular source of a scanned QR code was a printed magazine or newspaper (50%); followed closely by product packaging (35.3%) and websites of PCs (27.4%). So until QR Code engagement in the U.S. increases from 6.2 % of the total mobile audience, your marketing planning should probably take into account a higher success rate with QR codes placed in magazine or print advertising targeted at young men.

But even more important than using that intelligence as a conversion edge, the most important factor in QR Code success is having something extremely valuable at the end of the QR scan for your customer to indulge in – a buy one get one free coupon, a invaluable piece of information that only a select few gain access. No longer will a link to your opt-in page work, or a link to your web page.  You must have a plan to encourages the user to give up information so that you can continue to stay engaged.

 

More Data on Who is Scanning QR Codes in Magazines

Four percent of magazine readers who saw ads with 2-D barcodes actually scanned something at least once, according to research conducted by GfK MRI Starch Advertising Research in 2011. The research showed that 15% of people they surveyed who noticed any magazine ad in the first half of the year took action by going to the advertiser’s site via their address bar. The research also revealed that:

  • QR Codes got a better response with men: 6% of men who noticed ads with codes scanned at least one ad, while 4% of women did the same.
  • Younger people were more likely to swipe the QR Codes than older people: 6% of readers between 18 to 34 years old who noted ads with the codes followed the code, compared with 3% of people age 35 and up.

Now for the fun stuff, which ad(s) outperformed the others. A Porsche ad in Men’s Journal, a Microsoft Office ad in Working Mother (see add below) and a bedding ad in Hemispheres (an airline magazine) made the top performing ad list by earning up to 17% QR Code scans off their print ads.

Perhaps the Microsoft Office ad pulled well because it targeted women with a “senior executive attitude” of running their home office like that of a big corporation. What’s your takeaway?

Does this woman look like she is the head of the household and is that why it attracted women who scan 2d barcodes?

QR code mom Who Scans those Goofy Little Black Boxes Called QR Codes®?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* QR Code® is a registered trademark of Denso Wave.

 

QR Codes that Lead Prospects Down the Road to Abilene

It still amazes me how much money marketing giants spend on flawed campaigns. This week I’m going to analyze three companies that ran full page, full color print ads with strong call to actions that lead their prospects down “the road to Abilene”.

The Abilene Paradox is when a group of people collectively decide on a course of action that takes them where no one really wanted to go in the first place. The concept was formed by Jerry B. Harvey who used this analogy to describe it.

A family is comfortably sitting on the front porch playing dominos until the father-in-law brings up taking a trip to Abilene (53 miles away) for dinner. The mother-in-law says that would be nice. The daughter and her husband agree. Four hours later they return exhausted and each confess this was a trip that not one of them really wanted to take.

 

Three Guilty Companies Lead Prospects Down the Wrong Road

This week, I pulled full page ads ran by UPS, SAS, and Reach Marketing. Each ad was well designed, eye catching, mostly benefit vs. pain front loaded and contained a QR Code®*.

The advertisements were artistically correct but imperfect in other areas beyond where the QR Code led prospects. Here is where each advertisement fell short.

 

reach, qr code, quick response, 2d barcodeReach Marketing

The headline “Reach for Success” is not original; in fact some might consider it lame.

Putting the eight faces of Reach Marketing’s salespeople on the ad probably stroked their egos, but I wonder if it made the phone ring.

Finally, the fact that the QR Code lead prospects to a webpage with multiple options of signing up for a newsletter (Oh boy), testing the prospecting database or reading a bunch of bullets and copy is fairly vague. What do you want us to do, Reach Marketing? Focus on the SINGLE action you want your prospect to take. Take us there, not to Abilene.

 

UPS, qr code, qr, quick response, 2d barcodeUPS

Hurrah UPS for using the power of three. They quickly offer up three proven ways to generate customer loyalty in the growing online shopping world with an emphasis on their ability to ensure easy returns – a big hot button for online shoppers.

The UPS ad is clean and uses white space brilliantly. The eye is immediately directed to a tempting QR Code right after you absorb the three benefits of working with UPS. Unfortunately, the QR Code leads you to a place worse than Abilene. It leads you to this message, “The server understands the request but is refusing to fulfill it. Error 403: Forbidden.” I think we’ll all agree on this one, that’s the wrong message for a fulfillment and shipping company.

 

SASSAS, qr code, quick response, 2d barcode

SAS used the David Ogilvy philosophy of, tell a compelling story in your ad and the prospect will read and respond regardless of the length of the copy. The headline “Big Data” ties to the custom URL “SAS.com/BigValue,” which leads me to believe there will be a big price tag for their services.

Nevertheless, I love the meaty callouts on the right side of the ad that show big time results of reducing calculation times from 96 to 4 hours and optimize pricing down from 30 hours to 2. That screams tell me what you can do with my bloated database.

So I was happy to scan the QR Code and be taken to a YouTube video featuring a Bank of America executive, Jim Goodnight, giving a testimonial. Unfortunately Mr. Goodnight nearly put me to sleep with his dull, all-talk, no-graphics presentation. However, of the three companies, SAS’ QR Code was the closest to not leading me down the road to Abilene.

Where are your QR Codes taking your prospects?

 

*QR Code is a licensed trademark of Denso Wave

 

Universities Fight, Fight, Fight for Students through Multi-channel Marketing

school, college, stealth, marketing, direct marketing,At 17 Johanna (the daughter of one of our team members) is receiving at least 17 pieces of mail a month. Colleges and universities have her number and want her signature on their enrollment papers.

Postcards, letters, self mailers, and view books are coming in from Ottawa University, Iowa State, Park University, the University of Kansas, Washburn University and even Montana State, all attempting to woo Johanna.

 

Iowa State Tempts Students and Tracks Results

Iowa University’s mailing may look old-fashioned in its #10 window envelope containing a pre-paid return envelope and information request form. However, look closer and you’ll see great bait – The Essential Guide to Finding Your College! It can be Johanna’s by simply going to URL and typing in her easy to track User Name and ID. If she enters this micro-site, she’ll also gain access to a dashboard that allows her to pick the campus activities she might like. Doing so will further arm Iowa State with personal info to use to push Johanna’s buttons in the next touch point or direct mail piece.

Iowa knows from a Cappex study that the most influential recruitment channel is a campus visit (74% surveyed students) followed by a college’s website (59%). So Iowa is handing out tools that seem altruistic, but are intended to lure the student to their campus for a look/see.

 

Park University Pushes Benefits

Park University mailed Johanna a series of self mailers boasting its student benefits of being adult-friendly and transfer-friendly. Unlike Iowa University, the direct mail pieces contained QR Codes® that take prospective students to information about its eight-week and 16-week programs that help students complete their studies for less money in less time.

Park’s pieces are professional looking and sized in such a way that they can’t be ignored in Johanna’s mailbox.

 

Ottawa University Hurls Purls

Of the three schools, Ottawa University had the least professional looking direct mail piece though it utilized several tools well – variable data, a personalized URL, and a strong call to action. Johanna was personally invited to Ottawa’s June’s Sizzlin’ Summer Search Day where she’ll get a tour of the university and a free gift. To get a student to trek out to a small town of 12,000 in Western Kansas to tour or commit two-to-four years of her life might require a bigger carrot or stronger strategy.

 

Finding the Stealth Student

It is estimated that across the U.S., approximately 30% of all college applicants for the fall 2008 semester applied to their college(s) of choice without ever filling out an inquiry card at a college fair. In the world of admissions, these applicants are commonly referred to as “stealth applicants.”

The national rise in stealth applicants, which is expected to increase to 40% in the next year, means that universities are slowly losing their ability to communicate with prospective students at the inquiry level. As a result, universities must evaluate the ways in which they are communicating with applicants, and they must make sure that these strategies are in alignment with the elusive stealth applicants’ preferred mode of communication.

So which University is Johanna leaning toward in these very early stages? None of the above, at this point. Johanna should be considered part of the stealth student population because she’s considering a two-year community college and then finding a university with a good transfer program. Park University wins the communications award for mentioning this benefit.

QR Code is a registered trademark of Denso Wave.

 

Fendi, Ferrari, Ferragamo Flaunt QR Codes®

Qr Code, Art, 2d barcode, Quick Response Code

Thanks to three luxury brands, QR Codes® are officially vogue. Fendi, Ferrari and Ferragamo, are flaunting them in their multi-channel marketing, on their products and in their fashion museums.  More importantly they’re doing so with style, finesse, and technically flawless integration into their brands. Applause.

In 2011 the Virginia Museum of Fine Arts created a QR-code-collage portrait of Picasso for its exhibition Picasso: Masterpieces from the Musée National Picasso, Paris. The custom QR is a work of art in itself.

QR Code, 2d barcode, Advertisement, marketing, quick response

Look how this Fendi handbag print ad uses a QR Code sparingly, which screams class and clout in just four words and two images. It doesn’t get much cleaner:  Brand + Image + QR Code.  The code takes users to a simple nine-menu website for their easy entrance into boutique locations, breaking, news or online shopping.

Interestingly and daringly, Fendi uses the QR Code as the only call to action in this advertisement that it ran in the U.S. and U.K. No ULR, no personalized URL (PURL), no 800 number, no boutique addresses – the ad totally banks on QR as the only call to action.

From a fashionista’s perspective, Jenny Oh at Jen Rocks Fashion, QR Codes resemble the classic hounds tooth print so they blend perfectly into the direct marketing of fashion brands like Fendi and Ferragamo. Perhaps with this observation in mind, you’ll never call a QR Code ugly again.

Ferragamo Museum Educates Visitors with QR Codes

Qr Code, quick response code, marketing, 2d barcode,Situated in Florence, the Ferragamo museum opened in 1995 to delight the senses of museum visitors, show the history of Ferragamo shoes, and educate attendees through QR Codes. Critics say the exhibition is worth exploring, not just by lovers of fashion but also by anyone interested in interactive museology.

Besides photographs, patents, sketches, books, magazines and wooden lasts of various famous feet, the museum boasts a collection of draws 10,000 models designed by Ferragamo from the end of the 1920′s until 1960, the year of his death.

qr code, quick response, 2d barcode, marketing, gucci

The Gucci Museum follows in the steps of Salvatore Ferragamo by opening its own museum to boost its image in an increasingly competitive global luxury market. Gucci uses QR Codes in its museums and image ads. Notice once again, the code is the only call to action in these ads that showcase the power of QR is all the information can be packed in the destination of the URL if the image and headline is powerful enough to drive the CTA.

QR Codes Go Zoom Zoom

A Ferrari (Risi Competizione’s F458GT) sported a QR Code on the hood and rear of its million-dollar body at the Sebring International Raceway, Florida. The QR Code also appears on team uniforms and when scanned takes enthusiasts to its website. The website is not mobilized but who cares it’s a Ferrari!Ferrari, QR Code, 2d barcode, quick response code, marketing

How are you glamming up your multi-channel marketing with QR Codes? Are you shining the light on your brand and letting QR lead them to the next step?

 

QR Code® is a registered trademark of Denso Wave.