Love ‘em or hate ‘em, QR codes are here to stay and seem to be popping up just about everywhere you look. According to ComScore, 20 million Americans scanned a QR code in October 2011. Whether it’s wedged in the corner of a billboard, consuming the entire ad space, or even a language learning tool, the advertising and marketing world is quickly recognizing the benefits of instant stats and a measurable ROI.

Case in point, a display ad in a retail store might catch a user’s eye, but to be truly effective, they then have to jot a URL down, or have an incredible memory, as they’re most probably exposed to multiple ads per day. How do you truly measure the effectiveness of this ad campaign? Even if the ad made an impact and planted the seed in said viewer’s mind, you’re still asking this viewer to recall your brand, and more specifically, what you wanted them to do at a later date. Enter the QR code. This graphic effectively removes the time gap between, “Cool, I should check that out!” and “Damn, what was that thing I saw at the store today and wanted to check out?”

Any phone or tablet equipped with a camera and a bar code scanning app can read and display QR code data. As noted above, QR codes have evolved since their introduction in 1994 (Thanks, Toyota!) and can now correct for errors in the graphic display. But who wants errors you say? Graphic designers for one. By utilizing QR code’s ability to auto correct data loss, designers have much more freedom with exactly how and where they embed the QR code.

While QR codes aren’t specifically aimed at landing pages, as they can be used to push an almost limitless array of data to users’ phones or tablets (vCards, text, a web page, etc.), the most common application of a QR code is to bring a user to a customized landing page. With that in mind, let’s take a look at making the very best of the QR code experience, for both you and your end users.

Making the most of mobile

It should go without saying, but if your users are accessing your landing page via a QR code, said landing page absolutely must be optimized for the mobile experience. But what exactly does mobile optimized mean?

Your QR code targeted landing page should be scaled to render perfectly in user’s phones or tablets, regardless of horizontal or vertical orientation. In other words, if a user has to pinch and/or squeeze your page to view it properly, you’ve already lost them, and all your planning has crumbled beneath a poor design.

Target it

With the ease of generating QR codes, there’s simply no excuse for having a generic landing page. Besides, how do your segment your measurement if you’re not creating specific, targeted landing pages that compliment those specific, targeted QR codes you’re pushing out the door?

As viewers are still relatively new to the QR code experience, marketers and designers need now more than ever to meet and exceed expectations. Create targeted landing pages that invoke, if not copy, exactly the format to the physical ad that users will see. This not only provides context to the browser based experience, but gives you the opportunity to further enrich the experience through interactivity. If users have no common point of reference, they’re like to be confused, and click, bang…they’re gone.

One ping only

Borrowing cues from social media, your QR codes should ultimately be focused on bringing the entire experience back to a conversation. Ads are usually a one sided conversation, and QR codes give you the opportunity to further lead your new visitors to the entire point of your campaign – make it easy for them to find and act on it.

Whether it’s getting them to watch a video, fill in a form, or cash in on a coupon, be upfront and clear on your landing page. That’s not to say your landing page should be all about the action, but remember, you’re dealing with mobile visitors, who are most likely on the go. Don’t overly complicate your targeted landing page, and avoid the scroll if at all possible. Stay focused and relevant to the offer that was promised in the ad, as delivering on a promise is the fastest road to a conversion.

Catch ya later

Let’s be honest, the last time you scanned a QR code, did you follow through all the actions at that very moment? Me neither. To be honest, I sometimes end up scanning a bunch of different codes and then either saving them to Evernote or simply leaving the page open in the background. If I’ve done it, and you’ve done it, chances are there’s a plethora of other users doing the same thing.

If your call to action is a simple form fill in, you might catch a user right then and there, but if you’ve got something a bit more involved, watching a video, perhaps, don’t forget to include a couple of “catch ya later” options on your landing page. Still trying to avoid the scroll, is there any open screen real-estate for a simple “contact us” or “bookmark us” option? If so, it needs to be included in your landing page. If not, reposition some other assets, as you absolutely need to make it easy for viewers to find you again.

Zoom, zoom!

Tied to optimized for mobile above, remember who you end users are and make sure that your targeted landing page is as fast as it can possibly be. Test, test, and retest your pages before they see the light of day. Also keep sub-optimal internet connectivity in mind. Case in point: 3G connectivity while on the ground can deliver a decent experience, but when accessing your page on the subway, that experience can drastically change.

Remember, users who take the time to scan your QR code are probably in the middle of doing something else, and you’ve caught their interest enough to take the time to scan. Don’t make them wait for your message.

Bonus – Get creative!

Sure, QR codes are great for marketers, and we absolutely love the data they provide, but let’s be honest, initial adoption rates weren’t exactly stellar. Why? To be fair, there are a number of reasons, but my personal belief is that there are still a number of marketers that are in love with the data, but have yet to take the financial leap of faith of design and experience. Sure, it’s relatively easy to set up some targeted landing pages and reap the data rewards that they provide, but what’s in it for the end user?

Which would you rather enjoy? A rundown on this year’s new BMW 7 series via a fact sheet, or a few rapid fire shots of said 7 series ripping it up around the Nürburgring capped off with a quick virtual tour of the cars finer points, concluded with a “Schedule your personal tour today.” call to action? Hello Beemer!

QR codes are one to the fastest and easiest ways to convert an offline experience into an online one, and reap all the tracking and measurement benefits the online experience has to offer. Not to mention, a far more immersive (and impressive) experience for your end user. As long as you’re employing the simple tips above, delivering on the promise or action stated in the offline ad, and creating memorable, interactive experiences, you’re well on your way to maximizing your QR code experience.

image: Worakit Sirijinda via shutterstock

Yesterday, I wrote a post about a company called TagMyDoc that found a pretty useful purpose for QR codes. I was hard pressed to find other actual useful purposes for QR codes, since they’ve become a bit of a marketing fail.

One company disagreed and sent me its QR code pitch, and it’s pretty darn good.

App2Card helps you build simple business cards to promote your app specifically, with a QR code on the back that brings people directly to your download link upon scanning it. The impressive part of the site is that the card itself is unique, in that it takes your app’s icon and makes it the entire front of the card.

If you’re a developer, it’s the perfect handout to get people to check out your app later, especially if you have a great icon.

Find your app, create cards quickly

The site requires no design work from you at all. Simply perform a search for your app if it’s on Apple’s app store, or create a custom card if it’s on another platform.

Creating cards for iOS apps is super simple, as the site grabs your icon and URL automatically. You’re shown the preview of your card, and can purchase them for a pretty good price, considering that they’re a cool custom size.

When you’re at a tech party or in a meeting trying to impress VC’s, dropping a few of these off is way more impressive than giving them your old boring card. After all, it’s your app that’s important, not you. They’ll stand out too.

So perhaps I was wrong, QR codes can be quite interesting when the idea presenting them is unique and executed well.

➤ App2Card

While QR codes haven’t been the marketing juggernaut that companies have hoped, it’s still an extremely useful technology for sharing things online quickly.

Asking a teenager to download a QR code reading app and scanning a code in a store or a movie theater might be way too much to expect, allowing someone to scan a physical document to get their own copy makes perfect sense in the business world.

TagMyDoc allows you to automagically add a handy QR code to most popular document types, including jpg, tiff, png, bmp, doc, docx, ppt, pptx and pdf.

Scan this!

If you’re going to a job fair, for example, you could bring a few copies of your resume without worrying about running out. You could simply offer up one copy of the resume to a company, and allow its colleagues to scan a QR code on the document itself. That way, nobody has to copy, scan, or print your resume. The QR code could help spread it within the walls of the company.

The service is super easy to use, and even has mobile accessibility. Here’s a cute video demo of TagMyDoc:

TagMyDoc allows you to upload a file quickly, and a unique QR code is attached to the bottom right of the document almost immediately.

Once your document is tagged, you can download it and print it out. With the scannable QR code in the bottom right, anyone in a meeting room or professional setting can scan the document’s code to get their own digital copy. It will look something like this:

While the free version of the service only allows your document to be shared for fourteen days, the pro version lets you create folders of documents, document versioning with alerts for those who have downloaded previous versions, the ability to upload batches of files, and removal of the fourteen day restriction and allows for unlimited sharing instead. The pro version is only $2.99, which isn’t a bad deal at all.

If you’re looking for a way to save trees and excessive print-outs, coming to meetings with a QR coded document will allow people to grab a copy only if they want it. Adding a QR code to a presentation is also a smart move, as people can come up to you later to scan a copy and have it sent to their email address.

➤ TagMyDoc

Let me repeat the question: Would you turn your house into a billboard to live mortgage free?

Yes? You are in luck! Because one advertising company named Adzookie is doing just that: turning homes into billboards and helping homeowners pay their mortgage. Adzookie was first a free, mobile advertising company, but they’ve decided to take a bit of a pivot So far 223 homeowners have contacted them as well as 12 businesses, 7 restaurants and 1 church.

“Adzookie.com is a free mobile advertising company. We help local businesses reach new customers by placing free advertisements where ads get noticed the most, on smart phones,” says Romeo Mendoza, Adzookie’s CEO. “Promoting our business in a way that’s outrageous and fun just make sense.”

Mendoza says he was inspired while driving his daughter home from school.

“I saw signs outside homes saying ‘bank-owned’ and suddenly I felt for the families I imagined lived there,” said Mendoza. “I was trying really hard to think of ways to help …then it hit me. Our company buys advertising all the time. We could buy ad space on their house and pay them for it.”

To qualify, you must own your home; no renters or leasers allowed. Adzookie must be able to paint the entire outside of the house, minus the roof, the windows and any awnings. Having your house painted takes about 3-5 days. In exchange, Adzookie will pay the mortgage every month for as long as the house is painted, up to one year.

Interested homeowners apply here and please, please send us pictures. All hilarity aside, Mendoza is serious about this house painting business. And in the end, isn’t the whole promotion a great way for him to get the Adzookie name out there?

Ah, the crazy world of advertising. Interested in outdoor advertising? Don’t miss our recent interview with NYC’s disruptive darling, AdStruc.

10 years ago, if you wanted to plan a family vacation to the Caribbean, you likely had to go through a travel agent. Today, there are a slew of travel planning sites like Gogobot, TripAdvisor, Expedia, etc. that help you navigate to warmer waters.

Today the business of buying outdoor advertising space, a 6 billion dollar a year industry, is stuck in the 90s. To buy billboards, wallscapes, transit space or innovative street art campaigns requires lengthy excel spreadsheets, phone calls, and driving from site to site.

Adstruc, a 4-person startup based in New York City is changing the future of outdoor advertising space, by providing an online auction and listing-based marketplace for sellers and buyers. Founder and CEO John Laramie brought his team together last summer under the mentoring of David Cohen’s TechStars program in Boulder, Colorado, to build the entire system in just three months.

Last month, ADstruc released a campaign titled, “Billboards for Everyone.” Their first billboard, which depicts a play on the immigration policy and is aptly displayed in Arizona, was designed by Shepard Fairey’s creative agency Studio Number One. The campaign is supported by partnerships with BA Reps, Spread ArtCulture Magazine, and JWT New York. Each month, Adstruc puts out a creative brief to host a similar project in various states. For future campaigns they will work with popular street artists like Ron English and experiment with 3D digital outdoor campaigns.

“What’s fascinating about these projects is how full circle they are,” says Laramie, “The deal starts out online [on Adstruc], then they are produced in the real world, but end up gaining the most visibility back in the online space as they virally spread across blogs and websites.”

In September of last year, Adstruc closed a $1.1 million Series A investment led by DFJ Gotham, with participation from RRE, Founder Collective, Jeff Clavier, David Cohen, Kal Vepuri, David Tisch and Social Leverage. This gained them quite a bit of popularity in the New York area, catching the attention of notable businessman, Gary Vaynerchuk, better known as Gary V.

To promote Gary V’s latest book titled, The Thank You Economy, Adstruc partnered with Twilio to launch an innovative campaign on the streets of New York City featured on telephone kiosks throughout Manhattan from Titan Outdoor and a subway platform ad at 23rd Street and Park Avenue. The campaign engages consumers with a unique phone number on the advertisement that enables people to speak directly about the book with Gary V – all through Twilio, a web app that makes calling and receiving phone calls through the Internet easy. The campaign was created, produced, bought and installed without an advertising or media agency and cost less than $20,000 in total.

“It was a no brainer to work with Gary and Twilio,” says Laramie. “We thought about who Gary V is and that his new book is about 1 on 1 communication and the relationship with your customers and those poeple around you. We said, how can we have some sort of interaction other than QR codes or texting a number? There isn’t enough call to action and outdoor ads are flat. Integrating Twilio into the ads made sense.”

Earlier today, I tested it out and gave Gary V a call, and he answered! Since the ads went up last week, he’s received only 25 calls, answering all of them unless he’s on a plane or asleep. The first four people freaked out and hung up on him right away and many others asked him questions like “What’s the ROI of your mom? What’s the book about?”

“Dollar for dollar, I’ll have to look if the campaign was totally worth it but I wanted to do it because I think these guys are disrupting media. I’d never have been able to do this without them. I think being creative in outdoor advertising is a very big opportunity,” says Gary.

Adstruc gives buyers the ability to say, “OK, here’s who I want to target, the location, here’s my budget and let’s do this right away.” Adstruc gives buyers the ability to see a space and using photoshop like tools, play with their ad within that space. For sellers, Adstruc scrapes all of their available data on the spot and uploads it to the Internet so they have one place to manage it. On average, Adstruc saves buyers 2-3 weeks of time and 15%-25% off of costs depending on location and timing. For sellers, Adstruc helps sell otherwise remnant ad space.

A smartphone application is also in the works. Imagine being able to see a billboard, and submit a proposal right then and there? Why not? The future is here.

There’s been a noticeable increase in the use of QR codes in marketing of late in the west, long after they became a common sight in Japan. However there’s still quite a way to go, it seems, before these little square blocks of data become truly accepted.

A survey of 1000 British teenagers has found that 72% of 11-18 year olds don’t have the software to read QR codes or aren’t aware their phone can read them. Additionally, only 43% believed QR codes could be read by a phone, 8% of girls thought they were a magic-eye picture(!) and only 33% knew what they were called.

This lack of awareness is understandable – most phones don’t ship with a dedicated QR Code reader built in, and limited space in marketing materials often makes displaying detailed instructions on what you need to do to scan such codes a little difficult to achieve. It’s not a new problem – in late 2008 I wrote about a Pepsi campaign that went as far as listing twelve tips for scanning a QR code – including the desperate-sounding “Try anything!”

The findings of the new survey, issued in a mailshot by youth research agency Dubit, shows that if the codes are to take off beyond curious early adopters, consumers need to be educated on how to use them. Whose responsibility is this though? Should phone OS designers add a large QR button right into the interface? Should an enterprising developer create and market a QR code reader with the aim of becoming a widely known brand that everyone knows they need to use? If so, where’s the economic incentive for them to do that when charging for the reader software would be pointless?

There’s no easy solution, but without one these handy physical shortcuts to the Web might remain strange little ‘magic eye pictures’ forever.