How do I use QR codes in event marketing?

What is QR code?

QR Code (Quick Response code abbreviation) is 1994 by the Japanese Denso-wave company invented a specific matrix barcode (or two-dimensional space bar code). QR code is square, only black and white. Its principle is to arrange the black module on a square pattern with white background. The information stored in the code may be text, Web address, or other data. It has large information capacity and high reliability, and the data can be read correctly regardless of the scanning angle. QR codes are most common in Japan and are currently the most popular two-dimensional space bar code in Japan. At present, the technology has been used frequently in Japan, Holland, Korea and other fields. QR codes were originally designed for car manufacturers to track parts easily. Today's QR codes, in addition to the inventory management of all walks of life, are widely used in business tracking and convenience applications for mobile users, as well as in the field of electronic ticketing.

How does

use QR codes in event marketing?

Since the beginning of 1994, QR Code has been widely publicized, predicting that it will become the mainstream of the industry. But it wasn't until 2011 that the QR code really started to be the focus. The popularity of QR codes is due to a number of factors: the massive penetration and popularity of smartphones, the development of a large number of barcode scanners, and the growing social concern. The convergence of these factors makes QR codes a very effective tool for connecting offline and online interaction.

Combining this feature of QR code with offline music, film and branding is the best application of this technology. And next month's Austin Southern Music Festival (SXSW) is likely to become a sensational American QR Code marketing campaign.

Unfortunately, many of the early adopters of this technology missed out on this great opportunity for not offering enough value or making some simple mistakes. As a result, the authors spent 9 months studying the successful use of QR code marketing in films, music, and branding. Based on Jamie Turner's 10 recommendations for marketers using 2D QR code (commandments for marketers using 2D codes), this article discusses some of the substantive issues, And for the above industry marketers listed a successful QR code event marketing needs to provide the minimum value.

How should

QR codes be used?

The function of QR Code is to guide the user to login the optimized mobile page (Mobile page). At the same time, QR code must have a certain ' functional ' for your audience and must have appropriate program support. The following recommended cases have a very high level of user involvement in the actual marketing campaign. As you browse through these cases, you will find that the following keywords are repeated: exclusive, mixed media, downloads, social media, prizes and competition stimuli, and contextual contexts.

Music and art performance

Prerequisites: Provide online music playback via YouTube or Rdio sites, provide performances and venues, and allow users to click on Facebook's ' like ' button and become followers of Twitter.

Bonus points: Link Mobile Roadie local applications, provide free downloads after registering mailboxes, provide VIP access or free promotional items, and provide mobile e-commerce through vendors like topspin or Bandcamp.

Release and screening of

films

Prerequisites: Provide trailers (preferably exclusive versions), provide slides for sneak peek, and prepare status messages and tweets to facilitate new fans sharing.

Bonus points: To provide deletion of the scene, behind the scenes to download, free tickets;

Technical Conference and exhibition

Prerequisites: Provide screenshots, provide demo videos, link to local applications (if any), provide company information, and click ' like ' on Facebook or followers of Twitter.

Bonus points: Provide advance admission rights, issue private invitations, and register user scan codes as admission credentials.

Brand and sponsor

Prerequisites: Provide exclusive content and information, free prizes, coupons or freebies, and encourage clicking on Facebook likes and tweeting to increase network visibility.

Bonus points: Treasure hunt games or similar to SCVNGR development of the collection game;

fans, consumers and event participants

Prerequisites: Install a good scanner. iphone users can choose Redlaser,android users can choose ShopSavvy or barcode Scanner. BlackBerry users can use the BBM 5.0 scanner with their own.

Bonus points: Add QR codes to your business card.

Where should QR codes be used?

Place QR codes on every piece of your promotional material: posters, flyers, stickers, information kits, temporary tattoos, the more unusual places the better. This applies to all marketers.

Any large event without a QR code would have wasted a great opportunity, especially a terminal party like the Austin Southern Music Festival (SXSW).

What not to do?

You should do whatever it takes to avoid some of the easy mistakes listed below, or your QR code marketing will suffer a fiasco:

do not use a proprietary encoding format like the T Barcode Service or any other specific scanning application that requires a particular scan. Your QR code should contain only a URL that links to a mobile Web page. You can easily create a free QR code in bit.ly or Goo.gl. These two services can also help you shorten your URL (compressing the size of QR code) and provide some basic tracking information. Do not use a non-mobile optimized version (non-mobile-optimized) Web site, or any page containing flash. Don't forget to highlight words that can call for action: For example, ' Scan the jackpot '. Only then will the audience know why they bother to scan your barcode. Don't forget to do a test scan for your ideas. Make sure your QR code works properly to avoid additional collateral damage.

It is also a good idea to create a data analysis system for QR codes and corresponding mobile pages. This will enable you to track and optimize your marketing activities. Or if you're using an Plug-and-play content management system, you can even update your content during the event.

expected results?

In my company, we found that the average user stays on the mobile page for 4 minutes, and the bounce rate is below 20%. When your call to action is valuable and then work well with your application, you will find that you are greatly pleasing your audience and getting high user attention that you never had. Your cost of spending will vary by the total number of scans, but in general a wide range of blitz sales (Shortgun approach) and placement marketing are the best way to stand out.

You ready? Now you can create your QR code for free by clicking on the Sharesquare beta version!

This article link: http://www.socialbeta.cn/articles/how-to-use-qrcodes-for-event-marketing.html


Original link: http://mashable.com/2011/02/22/qr-code-event-marketing/


Translator: Vicky Jing Xu