A PrActicAl Guide to Qr codes for the smAll Business mArketer

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A Practical Guide to QR Codes for the Small Business Marketer2

Thinking about using QR codes for your small business? Wondering how those mysterious black-and-white patterned squares can enhance your small business marketing program? We have worked with many small business marketers who share your curiosity, and many admit to being intimidated by the seemingly “complicated” technology. Our goal with this guide is to help demystify QR codes: helping you understand how simple they really are; to show you how businesses small and large are using them successfully; and to give you some clear steps to follow if you decide QR codes are right for your business.

1. What are QR codes, and how do they work?

2. Are QR codes right for me as a small business marketer?

3. Who is using QR codes effectively today?

4. Getting started using QR codes

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A Practical Guide to QR Codes for the Small Business Marketer3

WhAt Are Qr codes, And hoW do they Work?

You can think of QR codes as the newer, smarter version of the traditional bar codes we’ve seen on product packaging for decades. Like bar codes, QR codes are made up of black-and-white patterns, but that’s where the similarity ends. QR codes are square in shape and contain more complex patterns that can store much more information than their bar code counterparts. For marketers, the exciting difference between the two is the fact that QR codes can be scanned by anyone with a smart phone camera and a QR code reader installed. For customers, it is as easy as taking a photo, and once they

have scanned the QR code, the information stored in the code is instantly available on their phone. (This explains why they’re called Quick Response Codes!) The rest of this guide will show you some of the many ways that marketers are taking advantage of this technology in their customer communications programs. If you would like more help after reading this guide, contact an expert at Pitney Bowes to learn about our pbSmart™ Codes and what they can do for your small business.

Visit: http://www.pb.com/qr-codes/

QR codes are turning up just about everywhere: on print advertising, billboards, retail stores, business cards and even clothing. If there is a surface that can accommodate the little pixelated square, chances are that some marketer has tried placing a QR code there! However, as with any new marketing tool or technology, you need to make an informed choice about whether it is right for your

Are Qr codes riGht for me As A smAll Business mArketer?

A Practical Guide to QR Codes for the Small Business Marketer4

customer communications programs. Here are some answers to the questions that may be on your mind at this point:

So QR CodeS ARe eveRywheRe, But do MAny CuStoMeRS uSe theM?

Absolutely. You’ll find some great examples later in this guide that highlight the growing number of ways marketers are using QR codes to successfully engage customers. And as marketers increase their use of QR codes, more and more customers are catching on and scanning them: a recent study by ComScore showed that 14 million Americans scanned QR codes to their mobile phones in a single month last year1. In other words, QR codes are a well-tested technology that has moved beyond “the leading edge” and is now fully into the mainstream.

why would I uSe QR CodeS foR My SMAll BuSIneSS?

Here are just some of the ways that QR codes can help you improve your marketing and customer communications programs:

• Enhancing the customer experience by providing additional helpful information during purchase. E.g. a QR code on your restaurant menu can display list of your daily specials for guests.

• Integrating different elements of your marketing programs. E.g. a QR code on

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14 million Americans scanned QR codes to their mobile phones in a single month last year.

1 See the full press release with more helpful data from the study: http://www.comscore.com/Press_Events/Press_Releases/2011/8/14_Milion_Americans_Scanned_QR_or_Bar_Codes_on_their_Mobile_Phones_in_June_2011

A Practical Guide to QR Codes for the Small Business Marketer5

SoundS GReAt, But CAn I AffoRd to uSe QR CodeS?

The answer to that is a resounding “yes”, because you can get started with QR codes at no cost whatsoever. Pitney Bowes offers pbSmart™ Code basic plans completely free of charge, with surprisingly affordable options for high-volume businesses2. With any marketing tactic, a trial approach is often be the best way to determine if something is right for your business – and with zero technology costs required to get started, it makes a strong case to trial QR codes in your next promotional campaign.

a outdoor poster can be used to deliver a coupon redeemable online or in store.

• Making it easier for customers to engage with promotions and offers. E.g. a QR code at your tradeshow booth can be used by visitors to enter a draw for a merchandise giveaway.

• Gaining more information about the effectiveness of your marketing programs. E.g. QR codes can be used to tell you how many of your website visitors came from one of your newspaper advertisements, helping you determine if that investment is delivering results.

2 Get the full details on our pbSmart™ Code pricing plans here: http://www.pb.com/qr-codes/plans-pricing/

A Practical Guide to QR Codes for the Small Business Marketer6

a video or more information about the product. Within two weeks, the codes had been scanned tens of thousands of times, creating customer excitement about the products and allowing Toys ‘R’ Us to measure interest in the products in the lead-up to the holiday season.

• Macy’s department store used QR codes to promote their new spring and fall trends as part of their “Backstage Pass” campaign. After scanning the codes, shoppers could view 30-second videos offering fashion tips and inspiration from various designers; or enter for a chance to win a Macy’s shopping spree.

In our experience – working with many marketers specifically on QR code programs – we have seen that they can be effective for businesses of any size and in any industry. Here are a number of real-life examples broken out by industry:

RetAIl

You have probably already seen QR codes on window displays and in-store promotional materials in stores, on product shelves and even on purchase receipts. Retail marketers have really embraced QR codes because they create a richer and more informed experience for customers.

• Toys ‘R’ Us successfully used QR codes as part of its overall mobile marketing strategy this past holiday shopping season, placing them on several product pages in its annual shopping catalog, on store displays and on individual product packaging. Each QR code linked back to

“ ”...measure interest in the products in the lead-up to the holiday season.

Who is usinG Qr codes effectively todAy?

A Practical Guide to QR Codes for the Small Business Marketer7

• Best Buy set the early benchmark for the use of QR codes by retailers. Best Buy realized that when it comes to buying electronics, most consumers will perform research online before making their purchase decision. Since the majority of people carry their mobile phones while shopping, Best Buy made it easy for shoppers to do their research while they’re in the store. Every product fact card now features a QR code that consumers can scan to get detailed information on any particular product. They can also read reviews from other consumers, compare similar products and email the information to a friend if they want a second opinion. tRAvel, hoSPItAlIty And enteRtAInMent

The main ingredient for success in the travel, hospitality and entertainment industries is an outstanding customer experience. QR codes can streamline processes and add new dimensions to the customer experience in ways that were previously impossible.

• Stamford Symphony used Pitney Bowes pbSmart™ Code technology to link together all of its promotional elements and bring the patron experience to new heights during its classical music performances. QR codes were spread throughout direct mail and advertising

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...used Pitney Bowes pbSmart™ Code technology to link together all of its promotional elements...

A Practical Guide to QR Codes for the Small Business Marketer8

and information cards that were distributed throughout its fleet of buses. The codes linked to the local library’s online collection of audio books, allowing passengers to download the books to their mobile phone and make an otherwise dull bus ride more enjoyable.

ReAl eStAte

Realtors have been some of the earliest adopters of QR code technology, linking the out-of-doors experience with the online world to create better-informed buyers.

• RE/MAX widely uses QR codes on their property signs and brochures, enabling potential buyers to get immediate access

pieces, and displayed prominently in the theater lobby before the show and during intermission. As well as linking to videos with additional information about the performance, patrons were provided coupons via QR code, enabling them to purchase discounted tickets for upcoming shows on the spot 3.

• Aloft Hotels is a boutique hotel chain that used QR codes to help guests participate in a contest. QR codes were placed on postcards, room key inserts, video projections, and other places around the hotel. On scanning, the codes led visitors to the entry form for a giveaway to the Napa Valley.

• Tri Delta Transit, a city bus service in California, created a unique customer experience through the use of QR codes. Codes were placed on print newsletters

3 Learn more about how Stamford Symphony used pbSmart™ Codes in this video: http://www.pb.com/qr-codes/learning-center/videos/stamford-symphony-case-study.shtml

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...linking the out-of-doors experience with the online world to create better-informed buyers.

A Practical Guide to QR Codes for the Small Business Marketer9

informative ways for customers to engage with brands both in-store and at home.

• Starbucks ran a novel promotional campaign featuring QR codes on in-store banners, magnetic chalkboards and posters. Each QR code was part of an elaborate seven-part scavenger hunt, offering clues that would take customers to various Starbucks blogs and websites. Participants were challenged to decipher coded messages and answer quiz questions to win prizes. The QR codes also offered downloadable songs and videos by Lady Gaga to entertain participants during the hunt.

• McDonald’s in Japan now features QR codes on their product packaging.

to the home listing and video tours of the property. The codes are also used to provide the “walk score”, access to street views on Google Maps and local school information.

• Aqua, a technology-driven condominium community in Chicago, placed several advertisements throughout the downtown core for its 82-story luxury condo. The codes took the potential condo buyer to a YouTube video highlighting the benefits of living in the building, tours of the various units (including scenic views), and a list of indoor/outdoor amenities. Other QR codes allowed buyers to add Aqua’s location to their mobile phone address books.

food And BeveRAGe

The restaurant industry has also embraced QR code technology, creating fun and

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...creating fun and informative ways for customers to engage with brands both in-store and at home.

A Practical Guide to QR Codes for the Small Business Marketer10

Perhaps all these examples sound great to you, but you’re worried that it is difficult to actually use QR codes in one of your own programs. Fortunately, it’s a lot easier than you may think!

Here are the simple steps to get you up and running:

• Plan your QR code communications

program, keeping in mind some of the novel and successful ways that other marketers have made use of them. Think of the kinds of information and

Scanning the code on any of their sandwich, salad or side-order packaging reveals nutritional information for that food item.

• Lion Nathan Wine Group features QR codes on the neck tags of their wine bottles, shelf displays and wine menus. Each brand of wine comes with its own QR code that links to a site containing videos about the wine, virtual tours of wineries, food pairing information, as well as tasting notes and critical reviews.

hoW to Get stArted usinG Qr codes

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...QR codes on their product packaging... reveals nutritional information for that food item.

A Practical Guide to QR Codes for the Small Business Marketer11

QR code. (It is as simple as entering some information into an online form.) Once that is done, the software will create an image of your unique QR code.

• Publish and Promote your QR code:

With your QR code in hand, you are now able to incorporate it into your print and digital promotional materials and get the word out to customers.

• Analyze the Results: With your communications program up and running, you can log into the QR code software to get insights on how customers are interacting with your QR codes. Pitney Bowes pbSmart™ offers QR code data analytics as a standard – make sure your software partner does too!

As we have seen, there are many different ways to use QR codes, and they are not just for big companies. Our examples show that QR codes offer small business marketers the ability to create engaging and effective marketing and communications programs. And with little or no investment needed to get started, perhaps QR codes are worth a trial in your next program.

offers that can add value during the purchase process or to the overall customer experience. Consider the best spots to physically place your QR codes for maximum exposure and uptake.

• Find a software partner to help you create your unique QR code patterns and allow you to track when customers have scanned them. Pitney Bowes pbSmart™ Code offers this software service at no-cost for small business use.

• Generate your unique QR codes. This is a very straightforward process in which you “tell” the QR code software what you want customers to see after scanning the

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Consider the best spots to physically place your QR codes for maximum exposure and uptake.

A Practical Guide to QR Codes for the Small Business Marketer12

leARn MoRe

Find out how Pitney Bowes pbSmart™ Code technology can help you incorporate QR codes into your next marketing or customer communications program.

• For an overview of pbSmart™, visit: www.pb.com/qr-codes/

• Are you ready to get started with QR codes? Sign up for a free version of pbSmart Codes and get started today.

Read more about marketing with QR codes at pbsmartessentials.

WhAt next?

using Qr codes in your communications Program: value, value, value! As the examples in this guide have shown, the key to using QR codes effectively is to make sure you link to information or offers that are relevant and add value to the customer. Simply pointing to your company website isn’t enough!

design for the mobile experience. Because customers are scanning your QR codes on a smartphone, it is important to keep in mind that regular web pages aren’t always easily readable in mobile browsers. Avoid a potential weak link in your QR code program by making sure the pages you link to are optimized for the mobile browsing experience4.

tiP

4 Check the capabilities of your QR code software provider. Pitney Bowes pbSmart™ Code software includes a feature that allows you to easily create mobile optimized pages for your QR code program.

Create a QR Code... build a mobile page... & start connecting with your customers!Give your next marketing campaign a boost with pbSmart™ Codes—it’s as easy as 1-2-3: Get it free!*

*Offer includes access to the pbSmart Codes software, one QR Code and one mobile hosted by Pitney Bowes, as well as access to the pbSmart Codes reporting tool. Valid through June 1,

2012. Pitney Bowes and pbSmart Codes are trademarks owned by Pitney Bowes, Inc., 1 Elmcroft Road, Stamford, CT 06926-0700. © 2012 Pitney Bowes Inc. All Rights Reserved.

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