QR Codes: Misunderstood? Or Are We Missing the Point?
By Allison King
Until recently, I didn’t have a smartphone, so I never paid much attention to QR codes since I wasn’t able to scan them anyway. But now I’ve finally joined the ranks of 72.5 million (and growing) smartphone owners in the U.S. and I downloaded a free QR code scanner from the App store so I could try it out.
Thing is, I find that I’m not inclined to scan a QR code just because it’s there. Apparently I’m not alone. Statistics show that most Americans ignore QR codes. During the month of June 2011, 14 million Americans scanned QR codes – that’s just 6.2 percent of the total mobile audience (comScore study).
So are QR codes just a fad that is soon to die? Or can they be an effective part of a marketing strategy? I went to DMAW‘s October luncheon to find out what John Lil, consultant with Quad/Graphics, had to say.
In his presentation, “QR Codes: Unlocking the Power of Print.” Lil showed examples of QR codes being used as a strategy to collect e-mail addresses, to send users to streaming videos of product demos, to get users to enter a contest, get coupons, or join a loyalty program. QR codes can be printed in a book to send readers to a video clip, an interactive map, or a discussion forum.
Apparently there are about as many uses of QR codes as your imagination can come up with.
“Most are static QR codes,” says Lil. “Everyone who scans it has the same experience. In marketing, that’s not where we want to end up.”
Lil explained how you can take it to a whole new level with personalized QR codes. This has to be a direct marketer’s dream. Whether it’s a page in a magazine or a direct mail piece, your QR code can be personalized with information your database knows about the recipient. And unlike just having a URL on your printed piece, you can track if the individual scanned your QR code, when, where, and with what device. And with the personalization, you can create a personalized offer for the recipient.
“It’s a technique to get your printed page more interactive,” says Lil, “and the outcome of that is really up to you.”
The challenge, says Lil, is making QR code campaigns effective. In one study, only one third of U.S. consumers who have scanned a QR code say that it was worth the time spent.
To help ensure your campaign is effective, and your QR code is worth scanning, here are some tips gleaned from the presentation:
- Have a mobile strategy in place first. Your organization should have in place a mobile strategy for content, and for giving customers what they want and need. Your website, and any page you send a user to with your QR code, has to be mobile friendly.
- Know your audience. Where will they be when they scan your QR code? Do they need instructions on what the QR code is and how to scan it? Nearly 30 percent of consumers don’t know what a QR code is.
- Give them something of value. The small percentage of people willing to scan a QR code may be a reflection of not seeing the value of doing so up front. Promise something useful and relevant – not just another advertisement. Don’t use a QR code if you’re just sending someone to your website’s home page.
- Integrate QR codes with other media. Your QR code can send people a streaming video or connect them to your Facebook page.
- Make sure your QR code works. Use a shortened URL so your QR code is less dense, which will increase the chances of it being readable, especially on older smartphones. Also the bigger the QR code, the better. Don’t go below the size of a postage stamp. And test, test, test.
- Brand your QR code. I’ll admit they are pretty ugly. But since about 70% of the code has to be readable, that gives you about 30% to add some personality to the code. They can actually be creative and attention-grabbing.
There are arguments on either side as to whether QR codes are failing. But I think that QR codes are just another tool that marketers can use to deliver value to their audience. We have to use them effectively, which means we have to adapt to an increasingly mobile world.
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Allison King is marketing director at TMG Custom Media and a prospective DMAW member. She has been a B2B direct marketer for nearly 20 years. Follow her on Twitter
Timely Advice: Integrate Your Year End Campaigns
by Eliza Temeles
Recently I attended the DMAW’s monthly luncheon where a packed house turned out to hear Roger Craver, Founder of DonorTrends, editor of TheAgitator.net share his insights on Integrating Your Year End Campaigns.
For most, one big lesson had to be this: when Roger Craver’s speaking, you can’t afford to miss it.
But in case you did, here are a few things to keep in mind for your year-end campaigns …
Multichannel communications are critical to successful fundraising.
You’ve probably heard this one before. But Roger presented the data to prove why multichannel communications are essential to keeping your donors …
- Direct mail donors who have an email address on file are 150% more valuable than direct mail donors without an email on file
- Email addresses shortens the time to achieving a second gift … and more than doubles the retention rates of one-time first year givers
- An SMS message following a solicitation can increase renewal rates by 25%
- Donors with email addresses give 50% more gifts per donor, and have an average gift that is 67% higher
If you haven’t yet, it’s time to create a budget for acquiring your donor’s email addresses, mobile numbers and more. A little investment can have a huge impact on your retention rates.
Your donor has changed – and it’s your job to understand what they need.
Younger donors don’t behave like the generation that came before. Donors have changed from “tell me” generation to a “show me” generation that expects organizations to show them the impact of their support, with photos, stories, videos, conference calls and more. And donors expect to you to listen to them, to hear their advice, concerns and opinions on your organization and your issues.
Fortunately, new communication channels are perfectly suited to engaging donors in dialogue … and an organization’s ability to retain its donors will increasingly depend on its ability to do just that.
To create strong, multichannel efforts, organizations have to change how they work.
- Good multichannel communications aren’t the sole responsibility of one department. Break down silos with interdepartmental teams empowered to create effective, multichannel campaigns.
- Follow the 75% rule. New channels won’t wait around while you craft the perfect tweet. Accept communications that are 75% perfect and 100% on time.
- Understand the ROI of each channel. Even when creating a multichannel campaign, be sure that you focus most of your time and energy on channels that have the greatest return on investment.
New technology allows us to go back to old ways of fundraising. Classic fundraising techniques still work better than anything else. 50% of donors say they were motivated to give because “a friend asked,” and fundraising emails sent by a friend have open rates of 90% (compare that to your last campaign!).
Use new channels to make your campaigns more personal, more timely, and more direct—all the elements that have always led to successful fundraising.
Do you have other great stats on the value of multichannel campaigns – or tips on smart, year-end strategies?
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Eliza Temeles is a Senior Account Executive at MKDM, a full service direct response agency committed to helping nonprofits engage donors, motivate action and inspire philanthropy. You can also catch her blogging at www.nthfactor.com.
Content is Dues
by Christy Jones
When I saw this phrase originally this morning, it was in an email memo to our membership committee chair, alerting her of the deadline for our monthly membership newsletter. I groaned initially as I caught the typo after it had been sent, but then (must have been the caffeine influx), my mind took off with what I like to call that “association exec’s mind-set” and I began to think of all kinds of meanings for the term, “content is dues.”
For if you think about it, every bit of content should be of such value to the recipient that it helps them decide to join your association or makes them aware of the value of belonging and therefore, stay a member. All association executives know what that means – growing dues revenues, program attendance, product sales and most importantly, increasing a community who believes in the mission of the organization.
As a Membership Director, I’m always on the lookout for the latest in trend information, creative innovation, and engagement vehicles – any and all bits of intelligence that will help me make the value of belonging so evident to our members or prospects that my bottom line goes up even in difficult times. The theme for this year’s Direct Marketing Association of Washington DC Oct. 19th Conference “How to grow again” caught my eye, but it was their tag line, “If One Bright Idea Could Grow Your Association Membership, Imagine What Many Could Do” that caught my interest. I’ll be there; you might want to be too!
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Christy Jones, CAE 
Director of Membership
American Association of University Women
Christy will be a panelist in the How to Grow from Our Successes and Failures session at DMAW’s Association Marketing Day, October 19 at the Kellogg Conference Center on Gallaudet University’s campus.
DMAW September 2011 Update
Integrating Your Year-End Campaigns
Thursday, September 15 | 12Noon – 2:00 PM
SEIU Conference Center, Washington, DC
Speaker: Roger Craver, President & Founder
DonorTrends
DMAW’s September Monthly Luncheon
When Roger Craver speaks, everyone listens! Roger, a veteran of direct response fundraising, will walk you through the essentials for an integrated year-end campaign. Need a little help in the 4th quarter making your goals – Roger can give you the know-how to do it!
The last time Roger spoke, we had a sell-out crowd! Seating is limited, so don’t delay and register today!
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ADWKDC
Monday-Thursday – September 19-22
DMAW Members receive special rate
DMAW has partnered with the DC Ad Club so that our members can receive the DC Ad Club member rate to attend Advertising Week DC!
To learn more about the session locations
and how to register – click here:
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Northern Virginia Postal Customer Council
Wednesday, Sept. 21 |8AM – 2PM
Early Bird Deadline Ends TODAY! Sept. 1
DMAW Members receive special rate
Another partnership!
The PCC is offering DMAW members a discounted registration fee to attend the Northern Virginia Postal Customer Council Meeting. A keynote address by Postmaster General Patrick Donahoe will be broadcast live via satellite and Deputy Postmaster General, Ronald Stroman, will present in person.
To learn more about the location and
how to register – click here:
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GET SOCIAL – IN-PERSON!
YOUNG PROFESSIONALS NETWORKING
HAPPY HOUR
Wednesday, September 28, 2011
5:00PM – 8:00PM
Regional Food & Drink (RFD)
810 7th Street, NW
Washington, DC 20001
Metro to: Gallery Place/Chinatown
RSVP to Jenna@turnkeysolutionsdm.com
to ensure you receive a DRINK TICKET!
A great time with colleagues and
to make new friends!
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Early Bird Registration Fee ends September 30!
Benefit from the education and networking offered at the
9th Annual DMAW Association Marketing Day
Wednesday, Oct. 19
Learn…
HOW TO GROW AGAIN!
To learn more about the program and to register,
click here:
Association Marketing Day is being held at the modern Kellogg Conference Hotel located on the beautiful campus of Gallaudet University. Free parking and shuttle bus from Union Station are available.
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QR Codes: Unlocking the Power of Print!
Thursday, October 20 | 12Noon – 2:00 PM
SEIU Conference Center, Washington, DC
Speaker: John Lill, Consultant, Multichannel Marketing
Quad/Graphics
DMAW’s October Monthly Luncheon
Just a few things you will learn…how…
- QR codes allow for lots of new ways to embed content, drive calls to action and unlock the power of the printed page
- To track QR codes
- QR codes can be employed for strategic analysis & maximum results.
This is October’s Hot Topic and we expect a sell out! Seating is limited, so don’t delay and register today!
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BEST OF DIRECTSpotlight on Achievement
Thursday, December 1, 2011
National Geographic Society
Save the Date for
The First Holiday Party of the Season!
Plan to attend, celebrate with award winners and have a great time!
Invitations to be mailed by
the end of September.
For more information click this link or
Call 703-689-DMAW (3629)
