Two weeks ago, we released the results from a study that illustrate a high awareness and adoption of 2D barcodes among U.S. marketers. The survey gave us some tremendous insight into what marketers want out of 2D barcodes. Conducted through uSamp’s SurveyBuilder, the sample included over 100 marketers from both large and small businesses in industries such as retail, healthcare and entertainment.

2D Barcode Awareness & Adoption

The study showed that 50% of key decision makers are already using 2D barcodes as a part of their overall marketing strategy and 86% plan to use the technology in the future.  The level of awareness of 2D barcodes was similar among large and small businesses, with 95% and 89% respectively.

When asked what the format of choice was, it emerged that marketers favoured open source formats, such as QR codes. The chart below shows the level of adoption of the different formats.

One of the main concerns from the respondents was having a code format compatible with most scanning apps. As a result, it’s no surprise that QR codes make up the majority here.

Other factors for a successful campaign include:

• Access to analytics including basic usage.
• Demographics of users and
• Ability to edit or access codes at anytime from a web-based platform

Usage Scenarios

When asked if they were happy with their experience, those that used a paid service were 50% more satisfied than those using a freeware generator. As to how campaigns were being implemented, the table below shows the top code content of choice and the top three media placements.

To a large extent these results confirm our observations gathered through anecdotal evidence. They also indicate that 2D barcodes are set to become a standard in future marketing efforts.

In 2011 we saw some truly remarkable campaigns. This was only the end of the beginning.

ScanLife was launched in Beta in 2008.  At the time, cameras were terrible, and we had a perfect answer to bring 2D codes to millions of phones.  The answer was in the form of the EZcode which is an awesome solution, but it had one stigma – proprietary.  While marketers and publishers loved the technology, we quickly realized that they did not love it’s limitation of reach (only compatible with the ScanLife app).

So, in 2009, we made the specs available for the EZcode, but more importantly added open source QR Codes to our platform and to our application.  Since that time, the world of open source mobile barcode scanning has exploded.  The ScanLife platform has generated tens of thousands of open QR Codes which can be read by any standard app.  Therefore, we are seeing millions of scans per month and seeing 4x growth versus 2010.  Clearly this was the path forward for both marketers and users.

This week, Microsoft Tag made their decision to enter the world of open standards – almost 3 years after their product was launched.  We applaud this decision, and only wish they saw the light sooner.  In that time, consumers and publishers have been unnecessarily confused by a closed code format which only works with a single app.  We believe more open QR Codes will only mean more value to both end users and the businesses that use them to connect the physical world.

We know for a fact that code publishers choose “open” because the most important thing is reach.  Scanbuy just conducted an online survey among marketers, and the numbers speak for themselves (more details soon):

• 85% agreed that audience size is critical when choosing a 2D code solution (ranked highest of any feature listed)
• 73% of those using codes today are open code formats which ScanLife already offers (QR, Datamatrix, or EZcode) with QR Code being the most popular of any format.

The world of 2D codes will continue to evolve and we believe the best way for that to happen is by building from an open source symbology or “gateway.”  What you can do from that gateway is endless, and a managed platform (like ScanLife) can help harness that potential by using real time data, dynamic code actions and mobile formatted content.

Open is good, open is powerful.  Now let’s work together to unleash it’s full potential.

We’ve posted our recent campaign examples from the past few months. As always, the campaigns ranged from various industries including Retail, Wireless and Quick Serve Restaurant (QSR). This set included our single biggest campaign ever, one that saw hundreds of thousands of scans in a six week period!

Three of these campaigns, Starbucks, Taco Bell and Sonic, all came out of the QSR category. We’re seeing an increased interest in this category as the technology continues to become more mainstream.

ScanLife’s Key Campaigns 10/11:

-          Taco Bell – Unlock the Box MTV VMA promotion

-          Starbucks – Fall campaign

-          Staples – PC-a-Day Giveaway promotion

-          FedEx – Ship Smart campaign

We’ve just released our latest campaign examples from July. Like always, campaigns ranged from a variety of industries including Tourism, CPG and Retail. The summer has also become a popular time for sweepstakes, as we had codes linking users to contests from Hanes, JanSport, Tilly’s and more. And in perhaps the most bizarre code use we’ve ever seen, a man from Paris had an EZ code tattooed to his chest, becoming the first ever animated tattoo.

July’s Key Campaigns:

-          Frito Lay – Our Promise campaign

-          HP – Packaging promotion

-          SeaWorld – App Download promotion

-          Sharpie – Start Something Now campaign

-          Crystal Light – Flavor Over Fizz campaign

Frito Lay just launched a brand new program to get people using their products in a whole new way – by scanning the bag!  All you need to do is pick up a current bag of Lay’s Original, Sunchips, or Tostito’s Scoops, open up the ScanLife app, and scan the UPC code right on the back of the package.

After you scan, you can learn more about “Our Promise” from Frito Lay which is “the belief that all can benefit from doing good.”  The barcode will show a video of how the potatoes are grown by local farmers to how the chips are made in an all natural ways.  It will also give you some great recipes to try at home.

Many of our customers use a QR Code to take people to this kind of content, but you can’t forget that 1/3 of our scans come from UPC codes, and it is already on millions of products so you don’t have to change a thing.  They are also doing a great job by sharing this new feature through their social networks, and it doesn’t hurt to have 2.1 million fans!

Don’t forget that you have to have the ScanLife app with any AF phone like iPhone 3GS and above, any Android, and most newer BlackBerry’s – pretty much this describes a majority of our users.  Just go to getscanlife.com from your device if you don’t have the app already.

Happy scanning – and snacking!!

Due to the enormous growth of mobile barcode technology, thousands of marketers are turning to QR codes to engage with their audience. While great news, we’ve found that many codes are providing a poor user experience simply because the codes were published incorrectly. Some codes are not scanning at all, making them useless and discouraging to potential customers. 

As a perfect example of “when QR codes go wrong”, we were sent a recent issue of the Philadelphia Inquirer. Inside just one section alone, we spotted three different cases where each of the marketers published a QR code that didn’t even work!

To help you avoid this issue, let’s take a quick look at what these particular codes did wrong;

- Lack of Quiet Space: Every QR Code should be surrounded by at least 2 module sizes of ”quiet” or “white” space (modules are the tiny black squares within the code).  The code below lacked this requirement, and was unable to scan as a result.  

- Too Much Density: It’s critical to ensure that your code isn’t too dense. Density becomes a concern when your code includes lots of data and is shrunk down to a smaller size. The code gets too cluttered in a small amount of space, which makes it more difficult or in this case, impossible to read.   

- Poor Dimensions: A QR code has to be square. It cannot be circular, triangular, or anything in between. Square or bust, period.

All of these issues are common risks when using free generators because you lack consistency and quality control over your codes.

Just remember, whatever code generator you choose, please, please (please) test it first across several apps and devices. Merely one bad user experience can turn a customer off QR codes forever!

So consider these tips as step 1-A of “QR Codes 101”, as the single most important thing to remember is “does the code work?”

You know QR Codes are moving fast when the The U.S. Postal Service® gets in on the fun!

Last week, they officially announced that they will be offering a 3% discount on any Standard and First-Class Mail that includes a mobile barcode (QR Code) for marketing purposes. The savings will be offered from July 1st to August 31st, 2011.

ScanLife has also entered into a Business Alliance with the U.S. Postal Service® and to show our support for this fantastic effort, we will be offering a 10% discount to any customer that uses our platform as part of their 2D barcode/mail campaign!

Combining the mail with 2D barcodes has seen amazing results with some response rates at 7-10%!

This package will include:

• Up to 5 unique codes
• Unlimited scans
• 3-month activation period
• Complete tracking analytics like unique scans and location
• Optional: A custom mobile landing page

We will also ensure your campaign meets the requirements of the USPS incentive when you use the ScanLife system.

Choose from a variety of code actions that can make your mail more engaging in seconds – link to the Web for demo videos, load a pre-filled Email for opt-ins, or link to right to a phone number to order your product. We can even help you build a custom landing page.

So How Do You Get Started?

If you already have a ScanLife account, just contact us for more info.

If you don’t have an account, just follow these simple steps:

1. Register here for your ScanLife account
2. Enter “SummerMail” in the Invitation Code field
3. We will contact you to discuss the pricing plans

To qualify, just show your ScanLife representative that codes were used on direct mail via the actual creative or the postal statement. Campaigns must be launched during the USPS promotion dates.

Here are a couple links from the USPS to provide additional detail:

FAQs – USPS Mobile Barcode Promotion Rules Final

FAQs – USPS Mobile Barcode Promotion Fact Sheet

How to use codes on mail?

QR Codes are a fantastic way to make any piece of mail, from a postcard to a catalog, a more engaging and trackable marketing tool. A small 2D barcode can quickly link a mobile device to exclusive offers, video demos, social networking and much more.  See how Target used ScanLife codes to convert their catalogs into a digital store.

For the past few weeks, we have been Beta testing our latest code action, the OS Detection code.  This is our latest example of our Premium Codes, that use the analytics from mobile user traffic in real time to deliver dynamic and relevant content.  In this case, the code detects the OS (operating system) of the mobile device scanning the code, and redirects to content the code publishers choose to show. 

This works with both the ScanLife app, and any other standard QR Code reader.

Of course, the best application for this code, is to get a mobile application!  Many brands and publishers have apps for iPhone, Android, and maybe BlackBerry.  A single OS Detection code can be created for all of the leading operating systems, and there is even a default landing page in case you have an app for two of these, but not the others.

Here’s a video showing how the same code goes to different app stores based on the device – Android and iPhone:

Here’s a video that shows how easy it is to do this with a ScanLife Business account:

This takes minutes to set up, and you don’t have to bother with building any landing pages or investing in extra mobile detection systems. You just plug in the URLs, and you’re done!

Here’s a code to try it yourself:

ScanLife has just released it’s third edition of the Mobile Barcode Trend Report which looks at data and analysis from UPC and 2D barcode scanning aggregated across 30 countries around the world. This data includes scans from both the ScanLife app and other 3rd party apps.

Below is an infographic with some highlights from the report.  Download the complete PDF to see why people like Coca-Cola and George Bush!

Here are some of the newest 2D barcode campaign examples from March.

This Month’s Key Campaigns:

• The Home Depot – Martha Stewart Collection
• Bloomingdale’s – Scan to Win integrated promotion
• Banana Republic – Spring Collection video
• Bravo TV – “Late Night” video
• Miller Lite – SXSW Sweepstakes
• Georgio Armani – Unicef TAP Project