With this product, I wouldn’t have to sit in the book store and get dirty looks when I read the first chapter there.

Scan the QR Code, get the first chapter of a book.

The Philly Sports Live silicone band used a Custom QR Code showing Ben Franklin drinking a beer.

Anybody who has ever visited Philadelphia knows that its residents take sports very seriously.  In a city known for “brotherly love,” its fans are anything but and are not afraid to show their passionate support for their home team and their disdain for their opponents.

Philly Sports Live is an upstart website that reports on the beloved Phillies, Flyers, Sixers, and Eagles.  It also covers other teams in Philadelphia such as the Philadelphia Union and the college sports programs at Temple and Villanova.

But, despite outstanding journalism, finding an online audience in a city that boasts two sports talk radio stations, a very popular digital newspaper, and a bevy of prominent blog sites has not been an easy task.

So, Philly Sports Live took to the streets to find Philly sports fans.  And, there was no place better to find them than this weekend in South Philly with the Phillies hosting the hated Mets and the Flyers pummeling the cross-state rival Penguins in the first round of the Stanley Cup playoffs.

“We decided that the best way to become known was through guerilla marketing at Pattison and Broad,” said Frank Mazza, publisher of Philly Sports Live.  “We wanted to offer something hip, something cool, to Philly sports fans.  We wanted to offer them something that would enable them to get to our site immediately and quickly.”

That something was a silicone wrist band that enabled fans to immediately access the website while tailgating in the parking lots around the Wells Fargo Center and Citizen’s Bank Park.  Models hired by Philly Sports Live strolled through the parking lots and gave the wrist bands to the partying fans.

The wrist bands showed the Philly Sports Live logo plus a Custom QR Code that showed the most famous Philadelphia celebrity of all-time—Ben Franklin.  Franklin was also holding another favorite among Philadelphia sports fans—a beer.

The clever wrist bands were warmly received.  “We had people running up to us to get them,” said Mazza.  “After receiving them, nearly all of the people immediately scanned them with their smartphones and visited our website.  It was the Ben Franklin QR Code that really got their attention.”

Philly Sports Live is a sports website that has been reporting on Philadelphia sports for a little over a year.  It covers the Phillies, Sixers, Eagles, Flyers, Union, and local college and high school sports.

Advanced Telecom Services is the mobile marketing company that designed the Ben Franklin Custom QR Code for Philly Sports Live.  In addition to Custom QR Codes, Advanced Telecom Services also provides text message marketing, mobile websites, and apps development for its advertising agency and media customers.

So we are in a “Mobile Era”, what exactly does this mean? Well what it means is that your website and promotions need to be fit for a mobile device! You need to provide visitors with an experience that can be exciting through the mobile phone. You need to have the user eating out of the palm of your hand (almost literally).

The mobile take over is coming quicker then you would have ever expected. There are so many benefits to this and many ways to transform your current website to mobile.  You may already have a mobile website, but is it successful? Are you offering the best content?

Mobile websites are displayed on a small device meaning make your content be small as well (not in font size). You should only be implementing important elements to your mobile website. Try and keep your mobile website to no larger than three pages. Understand that if the user is searching your company on their phone, than they may want to contact you! Give them what they are looking for immediately, and offer them the option to view the full site to find more information.

Create your mobile site in tabs: Push to Map, Push to Call, Social Media, Lead Form, and Mobile App Download. Also add a brief about us on the home page (should be no more than 3 sentences).  Keep it simple, that’s what mobile is all about.

Mobile websites should not be intense, giving the user a good experience. If using an iPad, please do not format this the same way. Users who have an iPad are most likely looking to do company research and want the full information. Besides you are unable to push call on an iPad device, nor navigate to a destination unless you have the built-in Internet.

By keeping your mobile site simple, you will find so much more success. Not a believer? Studies from Advanced Telecom Services, Wayne PA, show that the number of mobile visitors are 36.7%. These studies were based on 10 standard websites averaging at least 300+ visitors a day. Even more so, the study shows there were three times as many lead conversions to sales from mobile versus the standard web.

With mobile continuing to become more dominate, it is suggests to begin your transformation. Keep in mind that simple is better. Give your user the quick push through links that they will ultimately be looking for. If you think your user is looking for a specific page on your site, fit it for mobile. Ultimately, give the best search
experience!

Frank Mazza
Developer/Designer Advanced Telecom Services
610-994-1853

If 2010 was the year of mobile, then 2011 was the year of the QR Code.  The percent of print ads containing QR Codes showed growth from below 1% of all print ads in January 2011 to in excess of 6% of all advertising in December 2011.

While a variety of 2D barcodes were used in the print advertisements, the vast majority (87.8%) of those utilized in print were QR Codes.  The Microsoft tag, a multi-colored tag using triangular shapes, was second most popular with 10.2%.  The JagTag, DataMatrix Code, SnapTag, and EZ Code made up just over 1% of the use in print advertisements.

The QR Code is the most popular 2D barcode.

Businesses of all types are utilizing 2D barcode technology, although retailers lead with 21.9% of the overall use of bar codes.  It would make sense that technology is the second most used category since those scanning bar codes are likely more tech savvy than the average person.  Interestingly, automotive was just the seventh top category of use of 2D barcodes.

For 2D barcodes to continue growing, it is important that they offer relevant feedback that is of value to the scanners.  General commerce and branding are important, but leading the consumer to a value-added features such as a video or mobile coupon is a valuable use of 2D barcode technology.

Unfortunately, some advertisers just don’t get it when it comes to using 2D barcodes.  Over 40% of the QR Codes tracked led to brand home pages.  Leading a consumer to a home page is usually not going to result in great customer satisfaction, especially if that home page is not optimized for mobile.

Too many companies are simply using a QR Code to lead consumers to a website that is not optimized for mobile.

The study of 2D barcodes was done by Competitrack which began studying the use of 2D barcodes in January 2011.  Throughout the year, the company identified 7,300 print advertisements that featured 2D barcodes.

Over all of 2011, 4% of all print ads included a 2D barcode, although that number peaked later in the year at over 7% of the ads studied.  Oppenheimer Funds was the leader in utilizing 2D barcodes with 85% of its print ads including 2D barcodes.

Bob Bentz is president of Advanced Telecom Services which has been providing Custom QR Codes, with the branding of the company incorporated into the code itself.  Its apples to apples comparisons with Custom QR Codes vs. traditional black & white QR Codes shows a scan rate that is 2.3 times greater for Custom QR Codes.  If you would like to reach Bentz, you can (how’d you guess?), scan his Custom QR Code below.

Scan the QR Code to be Linked In with Bob Bentz.

I selected Magazine as the best place for a QR Code and here is why:

Most people who read a newspaper are focused on a particular section (news, sports, dating, etc.) So to place a QR Code in a newspaper immediately limits your audience based on category. Above that, most people who read newspapers, are there to READ the newspaper, possible taking it on the go or even a quick morning read. They are focused on the story line vs. the graphics. Even more, newspaper QR Codes, restrict SOME ability to customize a QR Code. The way newspapers are printed (ink) limits scan percentage. Lets not also forget about those who read these newspapers outside in the sunlight or even at night. Putting a QR Code for your product can fail tremendously and give bad experiences.

As for Print Advertisements, not including magazines and newspapers, there is room for success. The issue with companies putting QR Codes on posters and banners, is the placement. Companies are not using common sense. For example: Look at QR Codes in subways, not many phones have signal let alone internet connection when near the tracks. Giving a bad experience will limit the user scanning to come back for more. How about another example: movie posters, the QR Codes are being placed in the bottom corner which is only about half of an inch big. Because companies mass produce their ads some will be successful and some will ultimately fail when using print advertisements.

Now for Magazines, there is possible failure but more room for success. Users who read a magazine are not only reading for content, but photos as well. Studies show that there is a better chance of a user scanning through a full magazine vs. a full newspaper (obviously because its shorter). Another benefit of a magazine is the fact that they are often passed on to others, maybe through a doctors office or in a company waiting room. When reading a magazine we are taking the time to skim through it. This is why QR Codes should best be placed in magazines. To go even further, there is a less percent of error when printing in a magazine, due to its ink and paper quality. There is also the ability to add more color and branding to a QR Code that is printed though this media.Why not take creative advantages and go custom with your QR Code!

About the author: Frank Mazza is the mobile developer and QR Code expert for mobile marketing firm Advanced Telecom Services (ATS), which has developed Custom QR Codes and mobile Web campaigns for clients such as Polo Ralph Lauren, CNN, Subway, Sprint, Garnier, Comcast, USL Lacrosse and the National Football League. See some of ATS’ unique QR Codes here.

In Nordstrom (King of Prussia Mall), you will see several QR Codes around the various departments. But the one that will stand out in particular is those on the business cards of all the sales associates. Business card QR Codes are great and have tons of advantages, but if the QR Code is not executed properly, then you will have limited success.

The QR Codes on the Nordstrom business cards, have no tracking source and no color. Also, the URL string was not shortened to give a better scan rate. With that said not every scanner will be able to read this QR Code. QR Code stands for Quick Response, meaning if your code does not immediately scan, than the user will probably give up.

If Nordstrom were to properly execute this QR Code campaign, it is possible that their sales could increase. The concept of scanning the QR Code to grab the associates information (name and number) is awesome! With a billion dollar company like Norstom’s every detail should count on trying to be the best. There are absolutely no shortcuts with QR Codes. Not every in-house designer can properly produce these QR Codes.

If you are looking to prevent your QR Code Campaign from failing like Nordsrtom’s please read my article on 7 ways to success of a QR Code Campaign.

See the photo below of the Nordstrom Business Card QR Code. (To protect the associates identity I will only be showing the back of the business card.)

About the author: Frank Mazza is the mobile developer and QR Code expert for mobile marketing firm Advanced Telecom Services (ATS), which has developed Custom QR Codes and mobile Web campaigns for clients such as Polo Ralph Lauren, CNN, Subway, Sprint, Garnier, Comcast, USL Lacrosse and the National Football League. See some of ATS’ unique QR Codes here.

The beauty of the QR Code is the interaction with the mobile phone. Scanning a QR Code offer is like a box of assorted chocolates, never knowing what you will get next. That’s why we recommend that to maximize scan rates, you should tell the customer what they will receive.

With the increasing growth of QR Codes, businesses need to find a way to increase the number of scans and stand out from the crowd. QR Codes can often be associated to the Ugly Duckling in product placement. The black and white barcode does not match up to social media logos from Facebook and Twitter. Many may look at the QR Code and are unaware of what they are scanning. This is due to the lack of branding and direction.

How do we improve our QR Code Campaigns? Here are seven tips to help maximize success:

1. Use a QR Code Expert
QR Codes are extremely fragile and can be broken when adjusting sizes. Using a professional graphic designer will set up your campaign for the best possible success with a QR Code. Please note that creating a code can require much more than a free online generator might have to offer.

2. Tracking and Analytics
It is always good to know the success of your QR Code by the numbers. Using sites like bit.ly, you know the number of scans your QR Code receives by the minute. With tracking sites, you will be able to find the stats of each code scanned and hope to build on future campaigns. If you are using a mobile site with your QR Code, you should also track these pages with Google Analytics to help manage future success.

3. Call to Action
Letting your users know what they are getting can increase your scan rate tremendously. QR Codes are like Christmas presents; we want to be excited when we open them. Give your fans a hint to what will be inside. For example: “Scan to Win”, “Scan for Exclusive Content”, “Scan to like”. Giving these clues will hopefully attract the user before scanning.

4. Other Forms of Entry
Not everyone knows how to scan a QR Code. Using an alternate point of entry will help your campaign in succeeding its goal. Sites like 84444.com offer text message marketing campaigns that pair perfectly with QR Codes. Here is an example on how to incorporate text message marketing into your call to action: “Scan the Code or text “Promos” to “84444”.

5. Add Branding and Color
Standing out among a crowd can be difficult, especially in the realm of QR Codes. By branding your QR Code with both logos and colors, your code will shine. Would you prefer your television picture in black and white or full color? Taking this measure can be difficult and it is recommended to use a professional QR Code designer for the best possible scan rate.

6. Mobile Landing
Have you ever seen a movie that had an amazing preview, but the end result was dissatisfying?  If you give the user a clever QR Code or incentive to scan, be sure your result is MOBILE optimized. If your site is not mobile, your fan will have a terrible experience. Add social media links, incentives to win, and don’t forget mobilized contact information (a great way to generate leads!).

7. Testing, Testing and Testing
The final and most important step in a QR Code campaign is testing your end result. Before sending to print or any sort of live campaign, please be sure to thoroughly test your QR Code. Every smartphone device as well as scanner applications give different results (based on error). This means you should test your QR Code on at least one iPhone, Android and Blackberry device. It is recommend you also use at least two different QR Code applications to test these codes. The last thing you want to see is your campaign fail due to lack of testing.

If a user decides to scan your QR Code, they are interested in your product or what you have to offer; and this is exactly why you need to ultimately satisfy them. Going low budget on a QR Code campaign is possible, but will also limit your success.

Lack of experience may also hurt your chances of a successful campaign, which is why it is recommended to use experts. If you incorporate all of the above in your next promotion, you will be rewarded with a captivating QR Code Campaign.

About the author: Frank Mazza is the mobile developer and QR Code expert for mobile marketing firm Advanced Telecom Services (ATS), which has developed Custom QR Codes and mobile Web campaigns for clients such as Polo Ralph Lauren, CNN, Subway, Sprint, Garnier, Comcast, USL Lacrosse and the National Football League. See some of ATS’ unique QR Codes here.

And, the Riversharks have come out swinging even before the season has started, although just in the rookie year of its mobile marketing plans.  Its custom QR Code, complete with the Riversharks logo injected in it, was a real hit.  It was named by CNN and Money magazine as one of its 23 Coolest QR Codes.

“It was a great honor to have our QR Code recognized by CNN,” said Kristin Segers, Marketing Manager for the Riversharks.  “We’ve already had over 500 scans of the code and we haven’t even really done much advertising yet.”

When the baseball fan scans the custom QR Code, it takes him to a mobile microsite.  The microsite, which is developed for easy navigation on the small screen of the mobile phone, serves many functions, but it has the penultimate goal of being the closer for more Riversharks tickets.  The mobile website gives the Riversharks’ schedule, lists team promotions, provides discount mobile coupons, and promotes the upcoming Atlantic League All Star game which will be played at Campbell’s Field—home of the Riversharks.  It also allows consumers to do a Click-To-Call to score tickets from the box office, right from the convenience of the mobile phone.  In fact, the only thing the mobile microsite doesn’t appear to do is make a call to the bullpen.

Fans won’t balk at having the microsite drop the Riversharks icon on the screen of the iPhone or Android smartphone user for 24/7 access by the fan.  That feature puts the Riversharks ahead in the count, by having some important real estate on a fan’s cell phone.

“We had looked into doing an app for the team, but at the time it was cost prohibitive,” said Adam Lorber, General Manager of the Camden Riversharks.  “We were able to create the mobile website for 85% less than what it would have cost us to do the app.  And, there’s virtually no difference, except we don’t have the opportunity to get listed on the Apple App Store.”

Lorber added that there already have been calls to the box office that have been generated from the Click-to-Call on the mobile microsite and he is optimistic that the team’s mobile marketing efforts will result in greater ticket sales in 2012.

“We compete in a market with the immensely popular Philadelphia Phillies who have had over 200 consecutive sellouts and get nearly all of the local media coverage,” added Lorber.  “We need to reach our fans in as many ways as possible to remind them of our fireworks and other special promotions.  The mobile marketing products enable us to do that and always be in touch with our fans.”

Advanced Telecom Services (Wayne, Pennsylvania) is the mobile marketing company that created the custom QR Code and mobile website for the Riversharks.  In addition to these products, the company also provides text message marketing, apps development, and mobile video to its clients.  No surprise, but its employees are also big baseball fans.

About The Camden Riversharks

The Camden Riversharks are entering their 12th season in the Atlantic League of Professional Baseball. Since 2001, the Riversharks have hosted all of their home games at Campbell’s Field, located along the Camden Waterfront.  The team provides a competitive baseball product, while maintaining an affordable family friendly atmosphere.  For more information please visit www.riversharks.com

About Advanced Telecom Services

Advanced Telecom Services has been providing interactive telephone solutions to its media, advertiser, and advertising agency customers since 1989.  Its mobile marketing product line includes text message marketing, mobile websites, custom QR Codes, and apps development.  It also provides IVR and pay-per-call billing solutions to its customers.  Advanced Telecom Services has offices in Philadelphia, Toronto, London, and Prague.