Barcodes for Advanced Marketers
- 1. Barcodes for Advanced Marketers February 24, 2011
- 2. Bill Finn Tim Grove Chad Schulz
- 3. Source: The Naked Facts: QR Barcode Scanning in 2H-2010, Mobio Identity Systems, Inc. Why We Care 1200% Growth Between July and December, 2010
- 4. People
- 5. Devices
- 8. Triple-Threat Marketing • Personal device • Real world interaction • Access and interact online • Measurement (scan, landing metrics, experience path)
- 9. For The Nerds QR embedded information Microsoft Tag linked information
- 10. Easy On The Budget • Nothing. Now. • QR is open-source • MS Tag is free to use, with legal-ese • Immediate disadvantage to either: none
- 11. Barcode Wars: The Battle Continues • NellyMoser study indicating 82% MS Tag saturation* • open-source fanaticism • design compatibility • tag generation strategy • measurement * http://goo.gl/pq6iP
- 12. Keeping Up Tradeshows Events Facilities Trade Publications Collateral Advertising Mobile Training
- 13. Events/Tradeshows !"#$%&'($)*++ Game ,-./0$123(4 "567'$89-:$#&6(&. ;5'$<&=5'>$?< • Over $10,000 in prizes! • Featuring mobile tag technology from Microsoft • Attendees can follow us on Twitter for exclusive updates and chances to win! and a fun interactive format! • Several ways to win each day! • Instant high-value prizes and a raffle drawing Earn points for each leg of the race! OBJECT OF THE GAME Contestants need to earn as many points as possible as fast as possible by scanning tags located around the expo hall and learning about our sponsors products and solutions. Leg 1 – Wednesday, April 6th, 10:00 a.m.–3:00 p.m. Leg 2 – Thursday, April 7th, 10:00 a.m.–3:00 p.m. Raffle Drawing at 3:30 p.m. in Anixter booth #25061 Raffle Drawing at 3:30 p.m. in Anixter booth #25061 The grand prize winner will be announced Thursday, April 7th at approximately 4:00 p.m. PRIZES EARNING POINTS Leaderboard First Place (One per Leg) – Route Markers (10 Points Each—Up to 300 Points per Leg) • $500 value prize (winner’s choice of three) Each participating sponsor in the Amazing Anixter Race will have a unique Route Marker tag • The first person to “check in” at Anixter’s booth during Leg 1 on display in its booth. Tags are printed on an 8 ½ x 11 tabletop easel sign unless the sponsor or Leg 2 with 800 points wins. The race resets for Leg 2 with requests an alternative media or printed form. By using the Microsoft Tag Reader application, new tags available to scan, so each Leg should be considered players must scan the Route Marker tag, which will then pop up a brief marketing message on its own race. their screen. (Note: this can be a free text message, a URL, a YouTube video or a vCard.) Runners up (10 per Leg) – Roadblocks (50 Points Each—Up to 500 Points per Leg) • $100 Amazon gift card, free promo T-shirt with sponsors To participate in the Roadblock tasks, players should download the ISC West mobile application logos, and a raffle entry from the iTunes or Blackberry app stores. Alternatively, symbols for each Roadblock task will • The next ten (10) people to “check in” at the Anixter booth be identified on the map in the Race Guide Book. These tasks are exclusively sponsored by Traffic generation during Leg 1 or 2 with 800 points. 10 of Anixter’s manufacturer partners as co-sponsors of the ISC West mobile app. Each day of the show, 10 New Product Alert messages will be sent out to the ISC West mobile application. Raffle Drawing (Legs 1 & 2) – These messages will contain clues that lead players to sponsoring manufacturers’ booths where • Ten prizes worth $200 to $500 are given each drawing. they will see a product demonstration and earn 50 points. Players will scan a unique tag that is • Any player to check in at Anixter’s booth prior to 3:00 p.m. provided at the conclusion of the product demo in order to earn the points. These Roadblock during Leg 1 or Leg 2 with at least 300 points earns a raffle tags will be printed on postcard-size cardstock for the sponsors to keep on hand prior drawing. Any player without a smartphone that completes to the product demo unless the sponsor requests an alternative media or printed designated tasks and returns with a keyword list also earns form. Sponsors will provide the tag for the customer to scan after the demo. a raffle entry. Detours Grand Prize (One Winner) – (10-200 Points Each – Up to 400 Points Throughout the Race) • $1000 iPad package These tasks are announced in the Race Guidebook, which is available in the Show Dailies. • The person who earns the most points across both legs of These tasks will direct players to pick up show marketing materials (e.g., industry magazines Internet tracking the race wins the grand prize. In case of a tie, a name will including tags in the advertisements), view events (e.g., Anixter’s supplier solution session), be drawn. or see product demonstrations away from the exhibit hall (e.g., SIA’s New Product Showcase). These tasks will vary in point value based on time and difficulty. NOTE: The first ten (10) sponsors to purchase an ad in the show daily may include a “Detour” tag in their ad worth 10 points. Contact Doug O’Gordon with SDM and Security Magazine for information on pricing and deadlines. continued>>
- 16. Facilities Wayfinding Information Interior or local maps
- 17. External Events Gallery Information Job Fair Location-aware Ticketing Exclusive content Traffic Generation
- 18. Practical Applications • Customer check-ins to ROC • Mobile app download
- 19. Trade Publications Vote for favorites View photos and video of each contestant Watch behind-the-scenes video Share videos via Facebook, Twitter or e-mail See related items and accessories Download mobile app
- 20. Collateral
- 21. Advertising • Quiz • Mobile website
- 22. Mobile Training Reduce paper volume On-demand Visual procedures Deep detail Measure performance
- 27. Experience Factors Scan Environment - Prominent positioning - Clear call to action - Indicate Benefit Post-scan Experience Offer Choices Extend beyond the landing
- 28. Onstar
- 29. 9 Best Practices 1. Provide direction 2. Make sure there’s cellphone coverage 3. Add value for the user 4. Measure traffic on the landing page 5. Conduct A/B split tests on landing page 6. Make it #exciting! 7. Test for proper size and usage 8. Keep 2D promotions fresh and updated 9. Start now
- 30. Blogs & Resources 2dbarcodestrategy.com tag.microsoft.com zxing.appspot.com/generator/ goo.gl/PiyX (Google URL shortener) mashable.com techcrunch.com barcode.com
- 31. Be The Feedback Loop. Finn Digital http://finndigital.com http://boothtag.com http://tagupwith.com bill@finndigital.com