How to Use QR Codes and Mobile Websites to Take Advantage of the USPS Promotion

Presented by interlinkONE

May 22nd, 2012

Two Big Requirements This YearPersonalized QR Code & Landing Page

or...

QR points to Mobile Commerce Functionality

Two Big Tasks for You!How to do this technically

And…

How to do this successfully from a marketing/ROI standpoint

Today’s Overview

QR Codes and Personalized URLs

Building Mobile Websites

Mobile Commerce

QR Codes and Personalized URLs

QR Codes + Personalized URLs

Generating a QR Code

Most of those options will NOT allow you to:Create QR Codes in bulkTrack the scansModify the destination URL after it’s been

created

What You May NeedBulk Generator

for QR Codes

PURL solution integrated with QR Codes

PURL/QR Effort: ChecklistCreate the campaignCreate the landing page for desktop viewingCreate the landing page for mobile viewingUpload contacts, create PURLsExport PURLsImport PURLs into a Bulk QR Code generatorDownload Personalized QR CodesMap & Print QR Code on appropriate mailer

Mailing List with PURLs

• Upload Your Mailing List• Generate the PURLs• Export the list, including the PURL

Find Bulk Generator

Map the PURL to the QR Generator

Export PURL/QR Code Files

Returned Files for Printing ProcessContents of the Zip File: Personalized QR Code Images

Your Mailing List: with QR Code Image File Name Appended

Remember! Create Sample PURLs“If mobile personalization is used, at least two samples must be submitted demonstrating that the web addresses are unique to each recipient.

All mailings are subject to standard acceptance and verification procedures and may be inspected for use of the mobile barcode.”

Tip: Measure QR vs. PURLIf your mailer will contain a printed PURL

plus a personalized QR Code, you should track them differently.

One way to do this --- unique URLs:

http://JohnSmith.Example.comhttp://JohnSmith.QR.Example.com

Tip: Include White Space/PaddingInclude White Space/Padding

Tip: Add Instruction Text

Tool for Bulk QR Codes

http://QReateAndTrack.com

Building Mobile Websites

Mobile Site Requirement: Good!

= Source: http://www.flickr.com/photos/23844524@N03/5002051362/

Mobile Friendly vs. OptimizedA mobile-friendly website means that the webpage

is formatted to fit within a Smartphone screen. Mobile-friendly sites do not qualify for the promotion discount.

A mobile optimized website is a different version of the webpage that is designed specifically for small smartphone screens. More compact layoutLess copyLess use of imagesStreamlined navigation.

Options for Building a Mobile WebsiteWeb programming

HTML, CSS, jQuery Mobile

Use a Mobile Website BuilderLook for:

Ease of Use Reporting White Label Options?

Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/

Mobile Website GoalsQuick Loading

Time

Easy to Read

Easy to Interact With

But Still RelevantAnd Useful!

Key Thoughts Before BuildingTreat the needs of the “on-

the-go” user differently than those of a desktop/laptop browser.

On-the-go or in a rushExtremely interested in the

offer – help them take immediate action.

Personalization OptionsPrior BehaviorLife StageSegmentationDemographics

Best Practice #1Analyze Your Audience’s Needs – and Your

Goals!

Photo Credit: http://www.caxiamgroup.com/blog/approach/user-personas-a-must-have-in-web-design/

Best Practice #2Content: Prioritize and Simplify

Photo Credit: http://www.flickr.com/photos/nicmcphee/

Best Practice #3Simplify Forms: Limit Use of Open-Ended

Questions, # of fields in general.

Building a New Mobile Website“Copy and Paste” function will save time…

but do not bring over everything!

Images may need to be cut down to specifically for the mobile website

Make calls-to-action prominent!

Mobile Commerce

No doubt: Mobile devices involved in shopping process

Will people buy on their phones?“41% of smartphone owners have made a purchase from their phone”

Of that 41%, here’s what they bought

16% bought apparel 15% food and beverages

11% toys and games 11% electronics

8% home goods 4% sporting goods

4% books 3% jewelry

8% other products

Source: http://www.internetretailer.com/2011/06/15/irce-2011-report-more-mobile-devices-means-more-shopping

Kohl’s: Shop from Your Phone

1-800-Flowers

How to Help Clients with Mobile Commerce & this PromotionIf they already have an online storefront:

Check if it’s mobile-optimized

If so, you can generate and track a QR Code that points to the mobile storefront URL.

If they have a mobile storefront…To satisfy the USPS requirements, the QR

Code should most likely point to a specific page inside the storefront, as opposed to the storefront home page.

Examples:QR Code points directly to a product’s pageQR Code points to a Product Category page

This will most likely be a long URL. Thus, make sure it gets shortened first!

Pointing QR Code to Product Page

How to Help Clients with Mobile Commerce & this PromotionIf they have an online storefront, but it’s

not mobile-optimized:

Option 1: Build a micro-site/mobile-storefront that’s specific to the products mentioned on the direct mail piece.

Option 2 (Much bigger): If they have a lot of products, build a mobile-website for their entire storefront.

Option: Integrate External Checkout ServiceYou would build the mobile website / landing

page for your customer.

Include their logo, image of the products listed on mailer.

Include “Checkout” button that uses a service to handle the financial transaction.

Google Checkout: Mobile Option

PayPal: Express Checkout

Thank you!Do you have more questions?

http://ilnk.me/USPS2012