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Examples Showing How Custom QR Codes Can Liven Up Your Marketing

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Are you thinking about including QR Codes in your marketing mix, but worried that they're an ugly distraction?  Here's a little known secret: you can remove up to 30% of most QR Codes, and they will still work.  This means that you can actually brand your QR Codes by including elements of your logo and your organization's colors.  This post will provide some real life examples of customized QR Codes for smaller organizations.

By the way, if you're still trying to figure out what a QR Code is, then you'll want to take a look at my earlier post explaining the fundamentals of QR Codes.  If you know what QR Codes are, but haven't figured out how to read them with your smartphone be sure to read Help, I Want to Include QR Codes in my Marketing Mix but don't know Where to Start!

What are the rules for creating custom QR Codes?
There are a few critical things that must be left untouched for the QR Code to work.  These include the three large squares that appear in the corners; they can be manipulated, but must be left in the code.  Also, the blank border area surrounding a QR Code must be left intact, although it doesn't necessarily have to be left plain white.

The bottom line with creation of custom QR Codes is that trial and error is involved.  Sometimes a subtle background color change can result in the difference between a code that's impossible to read and one that reads just fine.

The absolute most important rule is that since not all smartphones or qr-reader applications are created equal, you must test custom QR Codes on multiple smartphones before adding them to your marketing collateral.  If your QR Code doesn't work, it will just frustrate people who are trying to use it.

Here are some examples of custom QR Codes that we've created for a few clients:



The first example from Naples Free Net, actually includes a copy of their "NFN" logo inside the QR Code.  You'll also notice that while the QR Code is still a dark color it is not all black, and in fact it pulls in some of the graphics from the image behind it including the outline of the image of earth.  The white border is still intact around the edges of the QR Code, but the borders have been extended and converted from a square to a circular shape.


In a smaller market, one of the major challenges is that people may not be familiar with QR Codes, or even if they've seen them, they may not know how to interact with them.  Whenever possible, you should provide some clues to viewers about how to interact with your QR Code.  In this second example, you see that the astronaut is actually holding a smartphone in each hand and "snapping" the QR Code.  The one smartphone even provides a hint of what the landing page will look like

In addition, you'll see some text on the left: "use your smart phone to scan me..."  I like this example because it's not only graphically enticing, but it also educates views on how to interact with the code.



A note of caution with the final example; it's generally not a good idea to reverse the colors on a QR Code, but we've tested this particular one on several devices and it worked fine on all of them.  This is perhaps the most radical of the examples provided.  In addition to the reverse colors, you'll also notice that the shape of the QR Code is slightly distorted because of the angle of the mail box.

This is almost certainly something that you would not want to tackle without the help of a professional designer with QR Code customization experience.  If you scan this code, it will pull you to a brief video with some pretty eye-popping QR Code statistics.

By the way, if you want to test any of the QR Codes above on your smartphone, you can simply click on any of the examples and a larger version will pop up that you can scan.

If you're on the fence, QR Code scanning has grown by 4,500% since the beginning of the 1st quarter this year.  This is a marketing vehicle that you can't afford to ignore, and the great news is that standard QR Codes are essentially free to generate, which means that the cost for a custom QR Code is really just the investment for the creative.  Please contact me if you'd like more information about having a custom QR Code created for your organization.

If you'd like to see examples of custom QR Codes for larger companies, here are some fantastic examples from a recent Mashable post.  In case you haven't seen enough examples, even Charlie Sheen has a Custom QR Code.

Like what you're reading?  Have you signed up for my weekly e-newsletter yet or are you following my blog's rss feed?

Where have you seen other creative examples of custom QR Codes?  Please share your answers in the comments below.

Special Offer: Free Vehicle For All Readers

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This week Google announced that it was no longer providing free QR Codes to businesses as part of “Google Places.”  Commenters on my blog, and many in the social media community proclaimed that this was the beginning of the end of QR Codes.  This short post explains why I think that QR Codes are, in fact, here to stay.


So why did Google stop generating QR Codes for businesses?  Google is hitching its wagon to something called NFC, which stands for "near field communication.”   While this technology sounds intriguing, really the only difference is that you have to tap a window decal with your smartphone instead of snapping a QR Code.

Why do I think that Google is making this switch?  Google wants to have control of any technology that they distribute.   By promoting NFC instead of QR Codes, they’re encouraging the adoption of a vehicle that gives them substantially more control.  By controlling the technology, they can ultimately better control revenues and advertising dollars.   Yes, in my humble opinion, this is all about money.

While anyone can create and print a QR Code, creating something with NFC is pretty technical stuff.

So why do I think that QR Codes are here to stay?

Convenient: Everyone knows why people will buy the same bottle of water from a 7-11, and pay a lot more than they would at a grocery store-yes, it’s called convenience; QR Codes operate on the same basic principal of convenience.  Why make people go to the trouble of typing in a long URL address when they can simply snap the image of a QR Code with their smartphone; it’s just easier with a QR Code. 

Time-saving: There’s a reason why almost no one uses dial up internet anymore-it takes too long!  QR Codes are no different.  While the amount of time saved may seem insignificant, when you add it up over the course of the day, someone can easily scan 2 or 3 times as many QR Codes in the time that it takes to key in a URL.  Plus as a marketer, you don’t have to worry about them keying in the incorrect URL.

My free offer: Well, if you haven't already figured it out my free vehicle offer is not related to an automobile, it's related to a marketing vehicle.  The marketing vehicle that I'm talking about in this post is the QR Code. 

The reality is that yes, it's still free for you to create a QR Code and to access one with your smartphone.  In fact, you may even be rewarded for snapping a QR code with your phone by getting a coupon, discount or some privileged information.

There are hundreds, perhaps thousands of free applications that you can use to create QR Codes.  While Google can't go and buy up all of the companies that are providing free QR Codes, then can provide an alternative (that they do have substantially more control over).

While NFC sounds really cool, it's certainly not currently available to the masses, and it looks like there are a lot more hoops to jump through than what's required to create and print a simple yet elegant QR Code.

By the way, before I hand over the keys to your new vehicle, here's some advice to prevent you from crashing.

1) Make sure that your QR Code links to something that's mobile-friendly.  In other words, make sure that the website or video that you send the smartphone owner to can be comfortably viewed on a smartphone.  If you don't like the way that your corporate website looks on a mobile device, then consider sending people to your Facebook profile, your Twitter page or send them to a specific landing page on your blog.  Social media savvy sites like the ones listed above tend to have default settings that make them more mobile-friendly.

2) Reward anyone who takes the time to snap your QR Code.  You don't have to offer a coupon or discount necessarily, although this is probably the easiest way to engage them.  Exclusive content or a video that offers a few trade secrets could go a long way to winning someone over. 

If visitors are impressed with where the QR Code takes them, they will be much more likely to be a Facebook fan, follow you on Twitter, sign up for your e-newsletter or purchase a product or service from you.

Finally, here are real life examples that demonstrate how both small organizations and large businesses are incorporating QR Codes in their marketing.  Enjoy your new vehicle, and please market responsibly.

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What do you think?  Are QR Codes headed the way of the dinosaurs?  Please share your comments below.

Learn More for Free With Nonprofit Podcasts

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There's so much fantastic information being shared online that there's just not enough time in the day to read all of it.  If you're like me, I know that you wish you could cram a few extra hours in your day somehow. 

While it's impossible to add more time into your day, it is possible to make more effective use of the limited time that you have.  For example, I've found that I can use free time while I'm driving in my car to listen to industry-related podcasts.  Not only is this a great way to learn more, but almost all of the best podcasts are free.  Intrigued?  This brief post will recommend some quality nonprofit podcasts, and describe the simple steps you can take to access them.

Why should I listen to podcasts anyway?  For me, the 2 biggest reasons that I am drawn to podcasts are that they are free and portable.  Unproductive time on a train, in a car, taking a walk or waiting in line can now be filled with learning. 

Podcasts are very easy to access.  Unlike a traditional radio show, you can access podcasts at a time that is convenient for YOU.  And yes, you can pause them if you need to take a break, or you can rewind them if you want to listen to a certain section again.

How do can I locate and access free podcasts?  Most podcasts can be accessed directly from a blog or website; with this in mind you can do a quick Google search to find what's relevant to you.  However, to enjoy the portability of a podcast, you'll want to locate the podcast on iTunes and download it to your iPod or MP3 player so you can take it with you. 

If you're an old-school person like me, you can pull your podcasts into an iTunes folder and then burn them onto a disc.  My car is not slick enough to integrate my iPod into my car stereo, so by burning the podcasts that I like to disc, I can still enjoy them-even in a low-tech car.

If you don't have an iPod, iPad or iPhone, but you want to access podcasts, you can still sign up for an iTunes account an access podcasts for free.  You just have to download iTunes onto your computer or tablet and agree to their licensing restrictions. 

It's really nice to have an iTunes account, because you can also search for podcasts on specific topics directly from iTunes; this may be a more efficient way of finding what you're looking for since everything is categorized, and you can limit your search to podcasts only.  You can even use iTunes to "subscribe" to certain podcasts; this will assure that you automatically download the most recent podcast when it becomes available.

What are some of your favorite podcasts?  If you're a fundraiser then Fundraising is Beautiful is a must.  Jeff Brooks & Steven Screen do a fantastic job of combining data, real life examples and interviews with experts to make impactful fundraising suggestions.   I also enjoy their frequent use of sarcasm and humor.

If you're wrestling with how to leverage the power of Social Media Marketing as a nonprofit then you need to listen to Allison Fine's Social Good from The Chronicle of Philanthropy.  She interviews industry experts and covers a broad range of social media platforms, tools and techniques.  Allison asks the hard questions about the ultimate value social media for nonprofits and is careful not to blindly endorse all social media tools.  Her pointed questions will allow you as the listener to understand which tools make sense for you in your unique circumstance.  Her podcasts will also teach you how to use social media tools more efficiently and effectively.

I know for a fact that there are more high-quality nonprofit podcasts available, and I'm looking to you as my readers to please make your recommendations in the comments section below.  Thanks in advance for sharing!

Are you using podcasts to expand your knowledge?  If not, why not start taking advantage of this free, convenient learning vehicle today.

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Why Haven't You Started Using QR Codes in Your Marketing Yet?

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Since my first post about QR Codes 10 months ago, I've seen the use of QR Codes in marketing explode. In fact, when my wife and I took a trip to Chicago a few weeks ago, I was amazed to see that QR Codes were posted all over the lobby of the hotel.  When scanned with a smartphone, the QR Codes provided enticing offers for restaurant freebies, and even a free cocktail.  What a great way to interact with guests as they check in or make their way through the hotel lobby! 

What are you doing to interact with your existing and potential customers?  QR Codes are essentially a free way to engage with your target audience.

Don't know what a QR Code is?  First of all, if you're still wondering what a QR Code is, you'll want to take a look at my original post that explains the ABCs of QR Codes. 

Looking for inspiring examples of how QR Codes are used in marketing?  This post will share specific examples of how QR Codes have been used in real-life marketing around the world.  If you like to "borrow from the best," then perhaps these examples will inspire you to come up with practical ways to incorporate QR Codes in your own marketing.

QR Codes in print: I was so excited to uncover a blog dedicated specifically to sharing examples of QR Codes in marketing.  For some great examples, take a look at Canada Brings QR Codes To UK.  This is actually an example of multi-national marketing incorporating QR Codes.  In another example, a new monthly publication in Vancouver, Hush magazine, makes extensive use of QR Codes in both the articles as well as the advertisements; additionally, this visually-appealing magazine provides incentives for viewers to scan the QR Codes and interact.

Where else can you use QR Codes? In a recent post, one of my favorite social media marketing sites, the Social Media Examiner, gives examples of QR Codes used in online marketing, on signage and billboards, and even a QR code on an airline boarding pass.  Uses for QR codes in marketing are literally only limited by your imagination.

If all this isn't enough to convince you, New York City announced today that QR Codes will be printed on all new building permits.  The purpose is to give people quicker access to information.  Although this isn't a marketing example per se, the more prevalent QR Codes become, the better it is for marketing.  With each day that passes, the audience of people using QR Codes is expanding.

Still on the fence about QR Codes?  How many people do you know with smartphones?  According to a recent Nielson study, smartphones are predicted to outnumber standard mobile phones before the end of 2011.  How much larger does this population need to grow before you start including QR Codes in your marketing?

Stuck with how to get started with QR Codes?  Contact me and I'll be glad to help, or add your question or feedback in the comments section below.

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The Critical Decision: Which Database Management Software is Best for my Nonprofit?

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The increasingly complicated mosh of communication channels for donors and volunteers has driven many nonprofits to the brink of chaos.  What are you to do to keep your database organized and stay in touch?  Picking the right software to keep tabs on existing data while allowing for the integration of new data is a huge decision.

While the importance of tools like e-newsletters, text-to-donate and social media has grown, the fact remains that direct mail fundraising is still the workhorse in terms of bringing in cash donations from individuals.  Here is an excerpt from a Cone Communications blog post:
Direct response fundraising makes up close to 60 percent of giving, according to the Direct Marketing Association, and the Center on Philanthropy at Indiana University reports that 62 percent of organizations surveyed reported gains over time using direct mail.

What does this mean?  Successful nonprofits need to engage their supporters on multiple fronts.  As the success of online & electronic interaction grows, you cannot afford to abandon traditional forms of fundraising and communication, as these still account for the lion's share of individual fundraising.  Again, identifying software that can manage data across multiple platforms is key.

Where can nonprofits look to get help making their nonprofit database management decisions?  There are many online tutorials and resources to help guide nonprofits with their decisions, but one of the best resources that I've found is Wild Apricot's "Free Guide to Membership Software Selection."  No, I do not have an affiliate relationship with Wild Apricot; I simply believe that they've done a good job of helping nonprofits answer some of the key questions associated with the decision-making process.  In addition, they have a very well-organized and helpful blog.

Besides Wild Apricot Software, there are probably hundreds of other choices.  Although this is certainly not an exhaustive list, here are some other nonprofit database management choices I've become familiar with over the course of the last few years, listed in alphabetical order: Atlas Software Technologies, Blackbaud, DonorPerfect, eTapestry, GiftWorks, TheDataBank & TrailBlazer.  Most offer free trial periods and extensive information about the features and benefits of their products.

What are important considerations before deciding on a particular database management system?  Get testimonials from other nonprofits; particularly those who are similar in size and structure.  Also consider using professional forums like LinkedIn Answers to ask a question about nonprofit software and solicit feedback from others.  Finally, ask as many questions as possible so that you can get an accurate understanding of the cost/benefit analysis of the different options available to you.

What are the implications of picking the correct software?  Simply put, managing your donor & volunteer data correctly is the only way to assure the long-term vitality of your nonprofit.  Be careful not to exclude any current and future methods to communicate with supporters, and always connect with trusted friends in your nonprofit network to get their honest feedback.

As a result of the high number of comments that I received about this post, I’ve decided to interview several nonprofit database management solution providers.  Here are links to my recent interviews with Sumac, Trail Blazer, Wild Apricot and GiftWorks.  If you are a nonprofit database management provider and would like to be interviewed for this blog, please contact me.

Like what you're reading?  Have you signed up for my weekly e-newsletter yet or are you following my blog's rss feed?

I would love to get comments below from you explaining which software platform your nonprofit uses and which features you like or dislike. My goal is for the comments section below to develop into a forum that others can use.  Thanks in advance for sharing!

Star Trek Technology has arrived with Direct Mail! How to Beam Customers Directly to your Website!

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Have you ever heard of a QR code?  I never heard of a QR code until I read the most recent issue of American Printer magazine.  QR codes represent the future of marketing communication by merging print communication with online communication.  Intrigued?  Read on!

So what's a QR Code and why should I care? A QR Code is a square 2-dimensional barcode that can be read by smart phones with the appropriate free software.   The smart phone converts the QR Code into a url and brings the owner of the phone to a corresponding website.  Cool stuff!

QR Codes can be incorporated into traditional marketing collateral, or they can be used with direct mail campaigns.  Trade shows are probably one of the best places to distribute marketing literature with QR Codes.  Direct mail has virtually unlimited possibilities.

What are the benefits of using QR Codes with direct mail?
• Make it as easy as possible for customers to find your product.  Customers don’t even need to key in a URL.  They simply need to point their phone at the QR Code and the rest is magic!
• It leverages existing technology.  Customers with smart phones and the right software have everything they need in their hands, literally.
• It’s cool! Imagine if your company mailed a promotional piece incorporating a QR Code and your company was the first to introduce QR Codes to one of your clients.  People get excited about cool things and will tell their friends.  This adds a viral element to your campaign and expands the reach beyond just the direct recipient.
• It’s actionable! Case studies have shown the direct mail is most successful when it gets people to take action within the first few minutes of receiving a mail piece.
• It’s trackable! You could create a unique URL just for a specific QR Code campaign, or you could generate PURLs with the mailing and measure individual response rates.  Take a look at my recent post on PURLs if this sounds Greek to you.

Where can I find QR Code conversion software? 3 sites that offer free QR Code reader software are:
www.beetagg.com
www.qrapp.com
www.reader.kaywa.com

Things to keep in mind
• Regardless of how slick a new technology is, nothing is more important than a quality mailing list.  According to John Coe, author of The Fundamentals of Business-to-Business Sales & Marketing, 50% -70% of the success of a mailing campaign is determined by the mailing list. 
• Not everyone will know what a QR Code is.  Be sure to include a brief explanation of how to use a QR Code and where to find the free software with any marketing that includes one. 
• Not everyone has a smart phone, yet.  When launching a QR Code campaign, either sort your list and target customers who have the highest likelihood to have a smart phone, or market a product or service with a technology bent.

Most experts agree that successful marketing campaigns today and in the future will involve cross-channel communication.  QR Codes sit at the very nexus of cross channel communication, and they represent an exciting way for you to interact with your customers.

Like what you're reading?  Have you signed up for my weekly e-newsletter yet or are you following my blog's rss feed?

Please share your ideas below in the comments section for incorporating QR Codes in marketing campaigns, or share your first-hand experience using QR Codes with your marketing.