Top 10 Mistakes To Avoid When Integrating Two Dimensional (2D) Codes (QR • EZcode • Tag) In Your U.S. Marketing Plans

August 2, 2010 • Atlanta, GA USA – Here are the Top 10 mistakes to avoid when integrating two dimensional (2D) codes – such as Quick Response (QR) Codes, Scanbuy’s ScanLife EZcodes or Microsoft Tag scan codes – in your U.S. marketing plans.

EZcode Example – Text SCAN to 43588 to get a free scanner app. Scan this EZcode to launch a video shout-out for Photographer Dan Smigrod

The sooner you get started with 2D codes, the sooner you may receive traditional media coverage; buzz; and word-of-mouth for activating and engaging your community on their smartphones.

But, careful in your gold-rush to launch to get that extra buzz. Making a mistake with your 2D code marketing plans is easy. While you might get an “A” for effort, you could easily get an “F” – flamed for an easily avoidable tactical execution error, as New York City was by Mashable and describe in the Top 2 mistake (below).

Top 10 Mistakes To Avoid When Integrating Two Dimensional (2D) Scan Codes in the U.S.

  1. Not Linking the Scan Code to Content That Adds Value – adding-value might include a “how to install” video or video teaser for a new TV show; sweepstakes; launch an app in the Apple iTunes App Store for immediate downloading; an RSS feed (dynamic info) optimized for a smartphone; or walking directions from an outdoor poster to a hard-to-find venue. It’s unlikely that linking to your home page will add value. See The Three Rules of QR Codes posted by 2d code online magazine Editor Roger Smolski. As Roger says in his third rule, Make the content valuable. Scan codes are about engagement and added value. Engage! Add value! And, make sure your landing page is working! Sounds obvious; though obviously often overlooked. When possible, thank your guest for visiting via a scan code. It may be his or her first time using a scan code. This Ironman 2 movie poster created (4/14/10) by Warbasse Design includes a scan code to: a) view the theatrical trailer; b) buy tickets using their smartphone; c) see movie stills; and more. That’s adding value to make print clickable.
  2. Not Linking the Scan Code to a Mobile Site – (and not explaining what content that the code links to) See The Three Rules of QR Codes posted by Roger at 2d code. As Roger says in his first rule, Mobilize the landing page. While New York City generated a ton of media converge for their big, innovative use of QR codes, unfortunately, as Mashable reported (6/10/10), “the QR codes miss the mark and don’t provide an optimized experience for scanners on their mobile device. … a nice first try … we hope future endeavors will yield QR codes that provide scanners with much more exciting and mobile-friendly content.” Ouch! Also, keep in mind if your team is designing on big screens, make sure they are using smartphones to make sure their work is viewable/readable/working on a small smartphone screen. Plus, if your mobile site requires Adobe Flash Player on a SmartPhone, you’ll create a non-working mess for your Apple iPhone audience (including me). Unless you are selling an Android specific app, don’t go there!
  3. Not Tracking Your Scan Codes’ Usage – use a service that allows you to track the data and analytics from your scans. And, use multiple codes in a campaign even if all the codes goes to the same video or webpage. This way, you can track usage by media placement. Plus, the destination for a code may be different depending on how it’s used. For example, a code that appears on an item that requires installation might link to a “how to install” video while an outdoor board might link to shout-out videos from happy customers. Make print clickable. Now you will know if your print campaign is ‘mobilizing’ your community to take action; rather than relying on circulation and readership audits to validate a print buy. And, with digital printing, you can use individually unique scan codes linked to Personalized URLs (PURL) to send recipients to “their” own micro-site.
  4. Not Providing Directions on How to Get a Free Scanner App – in the U.S., telling your audience how to get a free scanner app is (almost always) a must. In the 2D Barcode Strategy post (7/9/10), Roger Marquis writes about the New York Magazine house ad that “does not tell the readers how and where to get a QR code reader app, so that the QR code can be scanned in the first place. … companies should not assume that consumers will know what 2D barcodes are and how to make use of them. Because 2D barcodes are still so new in this country [United States], companies should fully explain the codes they are using, where and how to download a reader app and what the code will link to.” The Calvin Klein Jeans – Get It Uncensored – outdoor teaser campaign, reported by Mashable (7/13/10) is an excellent exception to this rule: both because of the content and the medium. The online code magazine, 2d code, has a list of around a dozen QR Code/2d code mobile scanning apps. On my iPhone 4, I have the following scanner apps: ScanLife, i-nigma, NeoReader, RedLaser, stickybits, SCVNG and Microsoft’s TagReader.
  5. Not Having at Least Two Modules of Space Around the Scan Code – sweat the details! It’s not enough to proof your codes when they are generated, they need to work when placed in your marketing tools next to text or art. Plus, the background and scan code colors can also affect the scan-ability of your codes. Before you begin production, test with different mobile scanning apps – and smartphone devices. Content that looks great on my Apple iPhone 4 (love it), may not look so great on a BlackBerry, Android or Evo smartphone.
  6. Printing the Scan Code Too Small – the size of a QR code may vary based on the code’s density. (I have received business cards where the QR codes was printed too small for me to successfully scan.) When/where size matters, EZcodes can be as small as a dime, I wrote in my That’s GREAT! blog post: Top 10 Reasons ScanLife* EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/22/10). “Typically QR codes are anywhere from 2x the size of an EZcode to 10x the size of an EZcode, but the QR codes that [ScanLife] generate can always be a minimum of 1 inch,” according to a representative of ScanBuy. Typically, QR codes that are not generated by ScanLife, are larger because the information is include in the code itself (rather than the EZcode that “points to” a database for the content or call-to-action).  Using an EZcode scan code leaves more room in print media to use for something else. “The size of an EZcode does not increase based on the information which it is linked to, while other formats are directly proportional to the amount of data delivered [except when generated by ScanLife],” says a ScanLife in its “EZcode Benefits” brochure. See page 2 of this brochure for a terrific chart showing a comparison of size examples of EZcodes versus QR scan codes.
  7. Placing a Scan Code Where There is No Internet Access – for example, until the New York City subway system has reliable, free internet service, why place the code inside a subway car? (That’s exactly what Freelancers Union did! Ugh!) It’s worth quoting a comment to this blog from Karie: “Is is just me or is [the Freelancers Union] campaign somewhat misguided – we have little or no Internet access in NY subways and so trying to scan and reach the web site from this QR is next to impossible. I have never been able to get a clean scan on one of thee ads (despite several attempts – I use MSFT’s Tagger). Isn’t this a lesson in how NOT to use QR in advertising? Have others had better luck?” (Wi-Fi is coming to New York City Subways by 2,016, reports Mashable/Tech (7/30/10).

  8. QR Code Example – Text SCAN to 43588 to get a free scanner app. Scan this Quick Response (QR) code to launch a video shout-out for Photographer Dan Smigrod

    Not Using a URL Shortener – For example, if you are using a URL for walking directions for Google Maps, you must use a URL shortener, to avoid a humongous size QR code. See The Three Rules of QR Codes posted by Roger at 2d code. As Roger writes in his second rule, Keep the url short Click here to see the URL that Nordstrom used. It works fine when you are on a desktop. When you put all that data inside of a QR code, may be (needlessly) making your code dense and big. You either print it full-size (and take up too much space) or you shrink it (and your audience may not be able to scan it).  Read more about the Nordstrom’s (bad) implementation at 2d code “How To Score 0/30 For Your QR Code” (7/26/10)
    Not Having Enough Bandwidth To Support Your Success – surprise! You’re campaigns a success, but you don’t have enough bandwidth to support the traffic. Ugh!

  9. Not Getting Started With Scan Codes – Stuck in research mode? Trying to navigate a multi-silo organization? Get started now. Just do it! Carpe diem (before your competitors’ Carpe dim)! Yes. It’s a new way to engage your audience. The value of traditional media coverage you may receive by starting with scan codes now may exceed the entire cost for a year of integrating scan codes into your marketing. Wait too long, and you may miss that valued-added buzz-marketing, grass-roots opportunity.
  10. Using a Free Scan Code Generator for Business – if you use a free scan code generator on the web for business to create your scan code – you will: a) not be able to change the URL that is “hardwired” into the code (static versus dynamic); and b) not get usage analytics. Plus, your audience may have trouble reading the scan code either because of their scanning app, smartphone or mobile browser. You are also at risk of making a BIG-SIZE scan code. If you shrink the scan code when you print it, your audience may have difficulty scanning it. And, if you keep it full size, it may take up too much space (e.g. business card, poster, print ad)
  11. Bonus Mistake: Not Engaging a Scan Code Expert – It is rocket science! Just because QR Codes work in Japan it does not automatically mean that the different smartphone technology in the U.S. will work fine with your scan code. For example, dense QR codes that can be read in Japan with an auto-focus smartphone can be difficult to read on a non-auto-focus smartphone camera in the U.S. My Agency, GREAT!, provides two dimensional (2D) scan code implementation, scan code management and scan code consulting to clients and their agenices. Please contact me; or ask your agency to contact me so your company can avoid the top 10 mistakes when integrating 2D scan codes into its marketing.

EZcode Edible Image Cake - Scan the Code to Launch a Video from Atlanta Fashion and Glamour Models for Photographer Dan Smigrod (Text SCAN to 43588 for scanning app)

Special Thanks:

Thank you to the team at Scanbuy (ScanLife) and for fellow LinkedIn 2D Codes for Global Media group members for contributing to this That’s GREAT! blog post.

Comments Welcome:

Got an example of a bad 2D scan code implementation? Please share a link and description via the Comments section (below)! (I applaud early adopters to new marketing technology. The risk is not trying. That said, the more bad 2D experiences consumer have, the longer it may take for the scan codes to be pervasive in the United States.)

Postscript – 8/6/10

Clikbrix – Clikbrix versus the “10 Mistakes to Avoid When Integrating QR codes (8/6/10) – Clikbrix, a service for Realtors to help them sell homes by leveraging Quick Response (QR) code technology, smartphones and on-demand content, uses this (above) blog post to “audit” their use of QR codes, and, offer their recommendation for another mistake to avoid. If you are already using QR codes, please considered “auditing” your service and reporting your results.

Postscript – Examples of Bad QR Code Implementation [An "A" for being early Adopters]

  1. FOX CODE – What’s bad about it? – a) in the U.S., Quick Response (QR) codes are hard to scan on TV or computer monitor (particularly if you don’t have an auto-focus smartphone like the iPhone 4); b) Fox fixed the example “Launch & AIM” code so that it launches a video. When the FOX CODE service premiered Monday (8/2/10), I was unsuccessful scanning the code with multiple free scanning apps on my iPhone 4; c) the How to Use Step 1 download section does not include either links to – or names of scanning apps. This page assumes their audience either has or knows where to find a scanning app. While not list a few free scan code readers such as: ScanLife, i-nigma and NeoReader? Here are some more scan code readers. The language on the site needs to be “cleaned up/simplified/illustrated with photos.” For example, show a picture of a person using their iPhone to scan a code. The good news, in this FOX TV Network Lone Star scan code example, the landing page is optimized for smartphones for this new TV show that premieres 9/20/10 on FOX. Landing page options include: Videos Photos and more. (8/30/10)
  2. NYC Garbage Trucks – What’s bad about it? – a) the QR code is way to small. I can’t even see it; let alone scan it in this photo; b) hopefully, the code directly launches the recycling video (not to a non-mobile menu page of videos). If you scan the code, please let me know via a Comment. (8/3/10) For excellent commentary regarding why the NYC Garbage Trucks implementation is an example of “how poorly the campaign was executed,” see the 2D Barcode Strategy article by Roger Marquis, “What’s Missing from the QR Code.” (8/8/10)
  3. AT&T Create-A-Code – [2d Code Blog by @RogerSmolski] Use The AT&T Code Generator And Show Your Ignorance (8/5/10) In light of AT&T Wireless exclusive with Apple’s iPhone, it’s hard to believe that AT&T could launch this service without  a working scanning app for the iPhone. Also, see Mistake #10 above.
  4. Laptop magazine (8/9/10) – In its June 2010 issue, Laptop magazine used 13 EZcodes to “… direct you to the corresponding bonus content.” While it’s great that Laptop magazine used EZcodes instead of QR codes [See my article: Top 10 Reasons ScanLife EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/11/10)], unfortunately, it was NOT bonus content! Many of the EZcodes: a) are inactive (pages 6, 27, 37); take you to old content (Page 13); or link to unrelated content (Pages 29, 31, 38 and 98) or link to non-mobilized Laptop magazine menu pages (Pages 11, 21, 51, 75 and 89). The good news is that since Laptop magazine used EZcodes, each “point to” link can still be corrected! In many instances video content exists, but Laptop magazine failed to link directly to the corresponding bonus content video. I suspect that Laptop magazine will conclude that the EZcodes don’t work (when, clearly) Laptop magazine failed to implement the EZcodes correctly to fulfill its promise of “bonus content.” Particularly disappointing is that when you scan the first code on page 6 that explains the use of the codes throughout the magazine, when you scan the code, you get this text: “This code is currently inactive…” Ugh! And, while Laptop magazine reference the instructions on page 6, in future editions, Laptop magazine really should include “Text SCAN to 43588 to get the free ScanLife app. Then, scan this EZcode to get [be specific].”
  5. Macy’s – (8/13/10)  “Okay, here’s the plan, let’s buy a full-page, four-color ad in a national consumer magazine, lace a 2D barcode in the ad and then have the barcode resolve to a promotional video that doesn’t work,” reports Excellent analysis by Roger Marquis at 2D Barcode Strategy in his excellent analysis, Let’s Throw Marketing Dollars Away. As Roger points out so well, just because it’s a big brand, doesn’t mean that the implementation is done well. Again, A+ innovation and D- for execution. Also see his blog post, Macy’s Missteps with 2D Barcode (8/10/10).  How does this happen? (See Top 10 Code Mistakes Above!) Plus, also see Roger’s 2D Barcode Best Practices (6/20/10).

  6. Can You Spot 7 QR Code Mistakes In This IL GUFO Ad?

    Il Gufo – (8/17/10) – Here are some “Top 10 Mistakes” examples identified by Roger Marquis in his 2D Barcode Strategy analysis, Italian Cothes Designer uses QR code (8/17/10). Roger identifies these mistakes with the Il Gufo ad (pictured near-by): 1) scan code next to the spine of the magazine making it harder to scan; 2) no explanation for the QR code; 3) no instructions regarding how to read the scan code or how to get a scan code app to read the code; 4) “no call-to-action” for the ad as a whole or tied to the [code]"; 5) when you call the phone number in the ad, you don't get much help regarding which app to download to read the code; 6) no added value content in the video that is launched [I liked the fashion catwalk by the kid models: just needed to tell the ad reader what to expect when scanning the code.]; 7) ad assumes that U.S. market knows as much about scan codes as European markets.

    Touchstone Pictures: I Am Number Four – How to Fail at Using Mobile [QR] Bar Codes – See commentary by GoMoNews (9/30/10)

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Bonus

Here are daily online newspapers about scan codes:

  1. The @uSCANme #QRcode Daily published by @uSCANme (@smigrod)
  2. The QR Media Daily published by @QRmedia
  3. The Qr-Codes Daily published by @QRmedia
  4. The #QR Daily using the Twitter hastag: #qr
  5. The qr code Daily published by @waynesutton
  6. The #qrcode Daily using the Twitter hastag: #qrcode
  7. The #qrcodes Daily using the Twitter hastag: #qrcodes
  8. The qr Daily published by @tppowers

For more daily online newspapers about scan codes, please click here.

Two Dimensional (2D) Scan Code White Papers and Studies

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Subscribe to the Free Daily Online Scan Code Newspaper From GREAT!

That’s GREAT! Quick Response (QR) Scan Code Resources

1.     That’s GREAT! – QR Code 101:  101 Ideas for Using QR Codes
2.     That’s GREAT! – QR Code 101:  101 ‘Pointers’ for Using QR Codes
3.     That’s GREAT! – QR Code 101:  101 Major U.S. Brands Using QR Codes
4.     That’s GREAT! – QR Code 101:  50 Major Media Companies Using QR Codes
5.     That’s GREAT! – QR Code 101:  Top 10 Mistakes to Avoid When Using QR Codes
6.     That’s GREAT! – QR Code 101:  Top 10 Best QR Codes Uses in the U.S
7.     That’s GREAT! – QR Code 101:  (Video) ‘10 Reasons Free QR Codes Will Bite Me In The Tush’
8.     That’s GREAT! – QR Code 101:  (Video) What’s the Return on Investment (ROI) on QR Codes?
9.     That’s GREAT! – QR Code 101:  (Video) – 2011 is the Year of the Quick Response Code
10.   That’s GREAT! – QR Code 101:  Multiple Choice:  (2010) (2011) (2012) is the Year of the QR Code
11.   That’s GREAT! – QR Code 101:  Top 300 Must Read QR Code Articles
12.   That’s GREAT! – QR Code 101:  Top 150 Must Read QR Code Articles
13.   That’s GREAT! – QR Code 101:  How Newspapers Can Use QR Codes to Delay the Demise of Print
14.   That’s GREAT! – QR Code 101:  QR Code Book : ‘I Live in the Future & Here’s How It Works
15.   That’s GREAT! – QR Code 101:  Top 10 Reasons EZcodes Are Better Than QR Codes
16.   That’s GREAT! – QR Code 101:  Guest Post: The 10 Commandments for Marketers
17.   That’s GREAT! – QR Code 101:  Guest Post: How to Use QR Codes to Promote Your Business
18.   That’s GREAT! – QR Code 101:  Guest Post: An Introduction to QR Codes
19.   That’s GREAT! – QR Code 101:  Product Camp Atlanta: 25 QR Code Ideas in 10 Minutes
20.   That’s GREAT! – QR Code 101:  Follow Dan Smigrod’s QR Twitter Account: uSCANme
21.   That’s GREAT! – QR Code 101:  Free Daily Online QR Code Newspaper (The uSCANme Daily)
22.   That’s GREAT! – QR Code 101:  All ‘That’s GREAT!’ QR Code Lists, Videos, Articles and Resources

Bonus

GREAT! ScanLife Promo Code (“Invitation Code”) = great (for small, medium, large businessesand agency/resellers so you can play with a robust, paid scan code platform (For example: generate free QR codes to practice with and generate usage reports for these codes). When you are ready to use the scan codes commercially, please request a quote from ScanLife or email GREAT! CEO Dan Smigrod.

Disclosures

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Short URL For This Story

*Though Quick Response (QR) brand scan codes are a registered trademark of Toyota subsidiary Denso-Wave, Quick Response Code (QR) are commonly – and incorrectly – used generically to refer to all Two Dimensional (2D) mobile barcodes: including ScanLife EZcode brand scan codes; Microsoft Tag codes; datamatrix codes; and still other scan codes that are scanned or photographed on a smartphone such as an iPhone 4. Saying Quick Response code or QR code is like saying that you TIVOed the TV show when you actually used the Comcast brand digital video recorder to record the TV show.

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