Waaaaaay back in 2012 I was invited to speak on this topic at Social Media Camp», an annual social media extravaganza held in Victoria, BC. In case you missed that talk, here is a shortened version of what I had to say regarding the use of QR codes in mobile marketing and branding.

Reason # 5 | Poor Placement

Before you go to print, think about where you’re putting your QR code. You don’t want people spilling their drinks, breaking their backs or getting into car accidents just to scan your code. A little foresight goes a long well and will help make your QR Code and campaign a success.

Placing codes in easily accessible areas and ensuring that they scan well just makes sense and if there is such a thing as QR code etiquette, this is a time to use it!

Reason # 4 | They Don’t Deliver to Mobile Content

This one seems like it should be obvious but for some reason isn’t.  QR codes are a mobile technology and should deliver to mobile content. Users need to be able to walk away with your information in the palm of their hands. If they can’t, the QR code is a failure.

Make no mistake – I’m not simply talking about a website that is “viewable” on a mobile device. I mean optimized for it. Until recently, this would involve creating a separate mobile version of a website or web page. Now, with advances in what is called Responsive Web Design», we have the option of creating one, single website that self-adjusts to its viewing environment.

If you plan on initiating a QR code strategy, make sure you have mobile content by way of a mobile website, web page or an entirely responsive site.

Reason # 3 | No Clear Purpose or Incentive

People often ask me: “Why would I want to scan a QR code? I have no desire to scan one.” I don’t blame them.  Why WOULD they want to scan a small, black and white QR code for no reason?

The answer – give them a reason! Too many people make the mistake of haphazardly throwing a QR code onto their materials, crossing their fingers and then wondering if it’s really doing anything. Or worse…
blaming the QR code for not doing anything.

A QR code created with no purpose has no purpose! Want people to scan your code? Offer them an incentive. At the very least, tell them what they are about to scan and why.

 Some Examples: 

• “Scan Here to Win!”
• “Scan to save 20% on your next purchase”
• “Scan to read more”

Honestly, if I see another QR code directing me to like a Facebook page or view a (non mobile) website, I am going to run into a burning building and refuse to come out.

Reason # 2 | They Contain No Brand Recognition

As a branding and marketing specialist, I recognize the importance of getting your brand out there in any way you can. Seize every opportunity you have to get your company’s corporate identity in front of world no matter the scale.

Branding a QR code is one of those opportunities. No one should have to settle for a bland, black and white code – EVER! Turn your QR code into a beautiful, branded piece of marketing collateral and add more functionality to your visual identity.

Check out these examples of custom designed, branded QR codes from Fusion Creative »

Reason # 1 | They Aren’t Being Measured

And, my number one, top reason why QR codes suck is because they are not being measured! Each scan of a QR code is measurable and can deliver valuable insights. Come on! It’s like having analytics installed in your print ads, signage and brochures. Take the guesswork out of which magazines get you the most traffic and spend your advertising dollars where they work.

After reading through this post, please, practice these principles. Live by them. Spread the word. You could be doing a tiny bit to save my remaining sanity and getting the most out of your mobile strategy. Seems like a win – win.  ~A~

The post Top 5 Reasons Why QR Codes Suck! appeared first on Fusion Creative.

The countdown to the 2012 Rifflandia Festival is on and Victoria is getting amped! Only 6 more sleeps until some amazing talent descends on this fine city of ours and envelopes us with great music, art and food.

As a precursor to the festival, the crew at Rifflandia HQ created and released a magazine in August filled with info on the 4-day extravaganza. If the magazine is any indication of what this year’s festival is going to be like, things are going to be alright! The publication itself is almost like a manual as it outlines and highlights the best ways in which to utilize the city, its venues and attractions to get the most out of the festival. Actually, scratch that. Manuals are dull, boring and no one really wants to read them. The Rifflandia magazine is a thing of beauty that was made to be devoured and cherished all at once with a pint of Rifflandabrau to help soak it all up.

Rifflandia is for everyone: your grandma, your chiropractor, your nephew Maurice, and it’s about choice: from what bands you want to see, to what food cart to hit up or even to what colour of Rifflandia magazine to pick up. This first choice, whether to opt for the coral, lime, orange or teal cover, speaks to the variety of the festival itself and shows that the fine people at Rifflandia have you covered….yep, for real. The vibrant covers juxtaposed with the matte stock and royal blue foil stamp are small touches that define a festival that strives to offer the best to its concert-goers and is succeeding.

Beyond the cover, inside those aromatic matte pages, the magazine presents a plethora of information in a laid-back yet cool manner – nothing is ostentatious here. The band write-ups are mixed with subtle ads for awesome local businesses, a guide to all things Rifflandia, horoscopes and more. There is also some interaction along the way with a cut-out fortune teller and Rifflandia passport – at 118 pages you need a change of pace from all the info and these offer a great little break, if you are willing to indulge!

You have 6 more days to grab a copy of the 2012 edition (if you can still find ‘em), read up on your favourite bands or discover new ones and begin to immerse yourself in the Rifflandia-world.

What’s Making this All Even BETTER?

Experience Tectoria, of course!

If you haven’t heard, ViaTEC is putting a brand new event within the Rifflandia festivities. Experience Tectoria is to serve as an example of why Victoria is Canada’s Smartest City and why Tectoria should be a desirable destination for technology professionals of all types.

This event will be hosting an impressive line up of guests that you will not want to miss.  Dan Gunn, Executive Director of ViaTEC, is so excited he is rumoured to have said that he would pay top dollar JUST to see Reggie Watts.  A rumour we’re sure he won’t deny! But with a panel of VIP’s like Jim Hayurst (Author, Speaker), Dave Olsen and Greg Gunn (of Hootsuite) and even Steve Dotto (of Dotto Tech), to name a few, that money will be MORE than well spent.

If you are interested in attending this cherry on top of the icecream that is Rifflandia, register now. These VIP passes are going like hotcakes! Erm… Hot sundaes with cherries on top!  Here’s how:  Register for Experience Tectoria

Have Fun!

The post RIFFLANDIA – Could We BE More Excited? appeared first on Fusion Creative.

Function: Scan QR Code to find out info on a missing pet

Scan Speed / Quality:  10/10
Positioning of Code:  10/10 (when found on pet)
Effective use of a QR Code:  10/10
Design / look of Code:  0/5

Delivered to mobile content?  +5
Scan incentive?  +5
Clear purpose?  +5

OVERALL RATING:  45/50

Observations:

I saw an ad for Pet Hub online and was pulled in by the fact that they use QR Codes to locate missing pets. For the price of a QR coded collar or tag and an annual subscription fee, owners have reassurance in knowing that if their pet is found by a smart-phone user, they will be able to scan the code and find out information on the missing animal (if not…I guess it’s back to traditional methods!).

Qualities:

I thought that this was an ingenious use of a QR Code. It scans quickly and leads to pertinent info about the missing animal such as contact details, medical conditions and insurance policies. The tags and collars come in an array of colours for even the most discerning of animals.

Downfalls: 

There isn’t much Pet Hub branding associated with these tags and collars other than in the website name. This isn’t always a bad thing, but Pet Hub could make their name/logo more prevalent within the code for a bit of name recognition.

Improvement Suggestions:

Other than improving the code design, this QR Code is a winner – unless it’s around the neck of an extremely unfriendly beast!

The post CODE SPOTTING – PET HUB appeared first on Fusion Creative.

Function: Scan to Facebook “Like” Button

Scan Speed / Quality:  10/10
Positioning of Code:  10/10
Effective use of a QR Code:   5/10
Design / look of Code:   1/5

Delivered to mobile content?  +3
Scan incentive?  + 1
Clear purpose?  +0

OVERALL RATING:  30/50

Observations:

Skimming through EAT Magazine, I came across an ad for LURE Restaurant with a blue and white QR code. Unsure of where the code would lead me – the copy gives no clue – I scanned it to find a screen indicating that I should “Like” LURE on Facebook. I found this a bit annoying because as you can see in the screenshot below, I was unable to see the actual Facebook page but instead was just presented with a basic screen.

Nevertheless, I hit “Like” and expected to be taken to the Facebook page, but nothing happened! I waited…and still nothing! My next step was to log-on to Facebook and search for LURE to see what I had signed up for. The Facebook timeline itself is up-to-date and seems to provide useful information about the restaurant but by the time I got there, I had almost lost interest!

Downfalls: 

It seems as though the QR Code was inserted into the ad because LURE had one, not because it was necessarily relevant. The ad promotes “The ABC’s of Brunch” so it would be nice to see a code that led to a brunch menu, gave a reservation option and provided additional info about the restaurant. As it stands, the code is not connected to the ad’s messaging although it does drive traffic to their Facebook page and ensures “Likes” from the willing.

Improvement Suggestions:

Make it relevant! If the ad copy is about brunch there should be some connection to that idea. Also, the fewer steps it takes to get to the incentive, the better. There are a lot of QR Code dis-believers out there – don’t give them another reason to ignore the mighty code!

Code Spotted By: Meaghan

The post CODE SPOTTING – LURE RESTAURANT appeared first on Fusion Creative.

Function: Scan to win prizes

Scan Speed / Quality:  10/10
Positioning of Code:  10/10
Effective use of a QR Code:   10/10
Design / look of Code:   3/5

Delivered to mobile content?  +5
Scan incentive?  + 4
Clear purpose?  +5

OVERALL RATING:  47/50

Observations:

At Social Media Camp held in Victoria this past weekend, YUPIQ used QR Codes as an incentive for scanners to win prizes. Codes were placed in various surprise locations around the conference centre for prizes from PiCNiC Coffee, Harbour Air and Vancouver Island Brewery. Searching for the codes added an element of fun to conference downtime and YUPIQ was successful in integrating their brand idea into the code –  YUPIQ “ helps you create new loyal customers through fun social promotions and monitoring”. As such, the application of the code to the conference environment was a success!

Downfalls:

No major downfalls here except that I was late to the game and didn’t win any prizes!

Improvement Suggestions:

Rather than simply placing the YUPIQ logo in the centre of the QR Code, it would be great to see the logo become part of the code.

Code Spotted By: Meaghan

The post CODE SPOTTING – YUPIQ appeared first on Fusion Creative.

Function: Scan to download “Victoria 150 CITY Vibe” App

Scan Speed / Quality:  10/10
Positioning of Code:  10/10
Effective use of a QR Code:   10/10
Design / look of Code:   0/5

Delivered to mobile content?  +5
Scan incentive?  + 4
Clear purpose?  +5

OVERALL RATING:  44/50

Qualities:

Overall, this QR code does its job. The positioning of the code on the parking machine was great – it was instantly noticeable as it was dead center on the poster. It scanned well and took me to the App Store to install the “Victoria 150 CITY Vibe” App free of charge. The app itself is straight-forward, simple to use and filled with info on the events, venues and activities taking place around Victoria for the city’s 150^th anniversary.

Downfalls: 

This QR Code loses points in the design department. Again, we have a black and white code with no brand or theme implementation.

Improvement Suggestions:

Don’t be afraid of a little colour! Or, take it one step further and integrate the logo into the code. I will also be checking back on this one to see if the App remains up to date and relevant.

Code Spotted by: Meaghan

The post CODE SPOTTING – VICTORIA 150 appeared first on Fusion Creative.

Function: Scan to watch YouTube video

Scan Speed / Quality:  9/10
Positioning of Code:  9/10
Effective use of a QR Code:   8/10
Design / look of Code:   0/5

Delivered to mobile content?  +5
Scan incentive?  + 2
Clear purpose?  +5

OVERALL RATING:  38/50

Qualities:

This QR code scanned quickly and easily; if that was its sole purpose, it would be a winner. The code led me to a YouTube video of a man named Curly discussing the features of the Marmot Precip jacket.

Downfalls: 

To be honest, I wanted the guy from the poster to be the guy in the video, but that wasn’t the case! The video is informational but it is somewhat disconnected from the poster and messaging. Curly starts the video by discussing the waterproof qualities of the jacket, but it is a sunny day in the video – he is even wearing sunglasses! With a slogan like “The Rain Stops Here”, I would expect a torrential rainfall at the very least. The video shows the features of the jacket well but there is not much action which I would expect from an outdoor adventure brand.

I also noticed that the intro blurb under the YouTube video has the jacket listed as $99 US but I checked out the website and it is now $130 US. The video was uploaded on March 10, 2011 so the content is not exactly up to date.

And finally, there is not a trace of the Marmot logo in the QR code which makes no sense to me!

Improvement Suggestions:

The QR code content should match Marmot’s messaging and be up to date. If the code is for a waterproof jacket….let it rain!

Add Marmot branding to the code. It’s essential.

Marmot targets adventure seekers therefore their QR code should reflect that idea. A more fun and exciting video couldn’t hurt.

Code Spotted By: Meaghan

The post CODE SPOTTING – MARMOT appeared first on Fusion Creative.

Scan Speed / Quality:  9/10
Positioning of Code:  7/10
Effective use of a QR Code:   5/10
Design / look of Code:   0/5

Delivered to mobile content?  NO, +2 (Site worked on mobile but didn’t perform well).
Scan incentive?  NO, +0
Clear purpose?  NO, +0

Overall Rating:  23/50

Downfall:
Once again we have a code with no real purpose. Thus perpetuating the myth that QR codes are useless. It’s kind of like life – if you don’t create a reason or purpose for your life, it becomes meaningless and really quite depressing.

If you simply build it, they might not come. If you build it with a purpose and incentive… they will.

Improvement Suggestions:
Although we’ve seen some really bad QR code placements on transit shelter ads, this one wasn’t too bad. That being said, it almost risked being cut off by the shelter frame, which would have rendered it completely useless and unscannable.

My suggestions would be:
1. Offer an incentive to scan (or at least tell people why they are scanning)
2. I give a nod to the colorization of the code. But man! This could have been a really sweet, branded QR code!

Code Spotted by: Lawrence
Reader Used: I-Nigma (This is my absolute favorite)

The post Heys (Sketch Luggage) appeared first on Fusion Creative.

Scan Speed / Quality:  10/10
Positioning of Code:  10/10
Effective use of a QR Code:   0/10 (See my reason below)
Design / look of Code:   0/5

Delivered to mobile content?  Yes and No,  0 points (see my reason below)
Scan incentive?  YES, +5
Clear purpose?  YES, +5

Overall Rating:  30/50

Downfall:
Uhhhhhhg!  I literally cringed out loud when I scanned this and saw where it took me!

Now you know I don’t like to slag people so let me just say this – mobile content should be dead simple.  People should not have to jump through hoops to get what they want.  This code is a proprietary code from Mobio, and – as outlined in one of my previous issues of Code Spotting (read it here)  - they make you jump through hoops AND fire to get anywhere.  I completely lose my interest. While I do think Mobio is doing many great things for the QR code “industry”, I honestly believe that this hoop-jumping is a complete disservice to their clients and the public. For that, I had to score this code with a zero where I could.

Overall, the code scanned very well, it had a solid purpose and was being used the way QR code marketing should! On the upside, I bet the odds of winning this trip were great (since most people wouldn’t make it through the 15 step process).

Improvement Suggestions:
Ummmm… Don’t make me jump through hoops.  And brand it. A little graphic design never hurt anyone.

• View Fusion Creative’s Custom, Branded QR Codes  »
• Reasons why businesses should use QR codes  »
• Learn more about QR codes  »

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Below is our top 10 list of things to consider before you begin your branding (or rebranding) journey. These points are in no order of importance – each point is equally significant.

01. Keep Your Customers’ Needs in Mind

Designing an identity should be something that not only represents you and your business, but something that prospective clientele will relate to. For instance – just because you love purple and pink polka dots – doesn’t mean your clients will.

02. Know the Difference Between Your Brand and Your Corporate Identity… and Why They Need Each Other

Your brand is the overall personality, values and morals of your business. It is the flavor, the tone and the feeling. Your corporate identity is the graphical representation of your brand. One should not, or can not, exist without the other.

03. Simply Designing a Logo Does not Create a Brand.

Without a full suite of visuals and written content, a logo by itself is no more than just a sticker. It might work for a short time, but will soon lose its “stickiness”.

04. Invest… Don’t Expense.

Businesses often “cheap out” on branding and logo design, either by enlisting a student, friend, relative or an online bargain basement site to create something. This can end up costing more money down the road and can potentially deliver the wrong message to your prospects, which can be detrimental and ultimately difficult or impossible to reconcile (sometimes, the damage is done… for good).

Branding should be considered as a crucial investment, not a cosmetic or luxury expense. It is an extremely invaluable and important business tool.

05. Listen to the Experts.

Graphic designers, marketing consultants and branding experts have all been highly trained to execute effective designs, strategies and messages. Don’t let your pride and ego get in the way of your dreams.

06. Keep Current.

Still using the same logo from 1982? What was great then can be detrimental now.  Trained branding experts will know how to keep the identity you’ve already established and bring it in to the modern world. We recommend a review of your visual identity and brand assets (eg. brochures, business cards, advertisements, slogans) every 5 years.

07. Keep it Simple and Symbolize

Avoid cramming hoards information in to a small space. A logo, for example, should be a quick reference symbol – recognizable and identifiable at a glance.

08. Be Relevant.

In keeping with point #1, stay on topic. If you’re selling hockey sticks, it would be wise to avoid using kittens and rainbows just because you like them.

09. If You’re Not There to Explain It – Will Customers Get It?

Think of your brand and corporate identity as your spokesperson. Will your message be clear? Will people understand what you are selling without you having to be physically present to explain it?

10. Evoke an Emotional Response

Humans are emotional beings. To really get their attention, you’ve got to pull on their heart strings and egos.  They don’t relate to objects or how awesome you are. They respond to what’s in it for them, and how awesome they can be (from using your product or service, of course). Think of this way: You’re selling hockey sticks.  But you’re not selling hockey sticks.  You’re selling the thrill of the game, the precision and the game-winning slap shot. Flog the feeling. Not the thing.

Check out some of Fusion Creative’s branding projects »

The post Our Top 10 Branding Tips appeared first on Fusion Creative.