ShareSquare

Keys to Success

QR codes and HTML5 mobile web apps are a powerful new way to enhance your marketing mix and connect offline audiences with your band or brands. Use the tips, lessons and best practices in this knowledge base to avoid the pitfalls, get the most out of your campaigns and learn how ShareSquare can help you achieve your marketing objectives.

ShareSquare's Golden Rule of QR Codes: every campaign is defined by the value that lies beyond the QR code, and if you reward and delight the person that has taken the time to scan your code, you're on the surest path to success.

Best Practices

Consumer-facing QR codes are reaching the social tipping point in America, and despite the rising tide, many well-intentioned marketers are crippling their campaigns with simple mistakes. Since we've spent the last 2 years optimizing thousands of QR code campaigns, we can offer up this nearly comprehensive guide of best practices and mistakes to avoid at all costs. While heeding all these rules won't make your QR code marketing great by itself, they will prepare you for success (and likely save you from some embarrassing, boneheaded missteps).

Required Reading: Matthias Galica's guest post on Mashable: 5 Big Mistakes to Avoid in Your QR Code Marketing

Tying a Call-to-Action to Value Beyond the Code

This is arguably the most subjective best practice, yet easily the most important. It will also depend on what exactly you're promoting (whether it's a brand, artist, movie, etc.) But in broad strokes, the best approach is setting expectations for the fan who may scan your code and then rewarding them when they do.

Things to avoid: redundancy (e.g. "here's a digital copy of our flyer!"), irrelevance, or being just plain boring.

When coupled with a clearly articulated call-to-action near the QR code, we've found the most compelling campaigns tend to offer one or more of the following:

• exclusive rich media, videos, photos
• exclusive or time-sensitive access
• free downloads or swag
• "Instant Win" contests
• special offers, coupons, or gifts
• "secret" information
• deep integration with social media to activate viral loops

Simply put yourself in the shoes of your target fan or consumer. For example, would you bother filling out a tedious questionnaire for nothing in return? Almost certainly not. But if you were treated to a never-before-seen video you might Like it on Facebook, poke around a bit, and maybe even submit your email address for a chance to win a prize.

Choosing a Code Format and Your Audience

There are a variety of different types of 2D barcodes in addition to the QR code proper (like Microsoft Tag, AT&T Barcodes and Mobile Tag) but we don't recommend using anything except true QR codes for offline-to-online marketing. Employing non-standard formats (or even making a QR code "indirect") risks confusing your fan, and worse, makes your code incompatible with the growing number of generic scanning apps that millions of people in the US already have installed.

If you follow the best practice and use a direct QR code, simply instructing your audience to "Scan this QR code..." or "Use any mobile scanning app to scan this QR code..." is sufficient training. (All QR codes generated by ShareSquare always follow this best practice.)

Additionally, you'll notice that a short URL appears beneath each ShareSquare QR Code. This best practice allows people that are still unfamiliar with QR codes to access the content by just manually typing the short URL into their mobile browser. (Even though it's a lot less fun than scanning.) Learn more here.

Sizing the QR Code

QR codes are not required to be a certain size, and can be scaled larger or smaller for ease of scanning. The key factor is how far you expect a given person's mobile device to be away from your code. You can scale your QR code according to this rule of thumb: half an inch larger for every foot of scanning distance.

For example: if you expect that your audience will typically be doing so from 20 feet away from the placement, a good size for your QR code is about 10 inches square. The default ShareSquare QR code output is suited for placements where the fan's mobile device will be less than 5 feet away, use the vector PDF download option if you're scaling larger to avoid pixellation. Learn more here.

If you are using a ShareSquare QR code (which is optimized for the widest range), we recommend no smaller than 0.5" square. QR codes generated elsewhere are often too complex to scan successfully when scaled this small, so we recommend a 1" minimum for all non-ShareSquare QR codes. There is no maximum size.

Placements, Orientation & Materials

A QR code will work on any material where there is sufficient contrast (see below). Paper, fabric, painted surfaces, tv screens, the options are nearly endless. The QR code is also scannable in any spatial orientation: sideways, upside down, etc. Here's a list of placement tips as well as things to avoid:

DO

• Always print and perform test scans with a variety of mobile devices and scanning apps before mass deployment.
• Leave a whitespace "quiet area" equal to 4 cells around the code. (The best scanning apps, like ShopSavvy, still work without a "quiet area" but some won't be able to scan.)
• Place in well lit, stationary, areas that should have access to the mobile internet.
• If displaying on a television or digital screen, show the code for at least 60 seconds to give your fan ample scanning time.
• Consider the height and angle of someone trying to scan. (Not ideal: QR codes at the very bottom of a bus stop placement.)
• Put it on everything! Posters, flyers, stickers, tags, clothes, packaging - get creative!

AVOID

• Placements where part of the code may be obscured, like by a frame.
• Glossy or reflective materials; glare may make the code difficult to scan.
• Surfaces that may have wrinkles or extreme curves, like certain areas on a t-shirt.
• Areas without mobile internet access (e.g. the subway).
• Moving targets, like placing a QR code on moving vehicle, or only briefly displaying it on a digital screen.

Customizing the QR code Design

Due to an up to 30% error correction rate, a QR code's colors and design can be customized. However, overdoing it may diminish your fan's ability to scan it. We strongly recommend that you use the standard ShareSquare QR Code, but if you'd like to make customizations, keep the following items in mind:

General FAQ

Offline-to-online mobile marketing is a fast-developing space. Since many new technologies are emerging to serve different purposes but are often mentioned alongside QR codes, here's some more info that will hopefully help you better understand QR codes, their role in this growing consumer scanning behavior, and how they relate to other pertinent formats and standards.

QR Codes Have Been Around for a While, Why are They Just Now Taking Off in America?

Pre-requisite factors like smartphone adoption in the USA have lagged countries like Japan where QR code scanning has been popular for many years. However it appears that America is quickly approaching a "social tipping point" this summer. Learn more here.

What Scanning App Do You Recommend?

There's lots of good ones out there, and because it's a best practice ShareSquare QR codes will always be application-agnostic, but we recommend ShopSavvy as our favorite.

Are Formats Like Microsoft Tag, AT&T and Mobile Tag Also "QR Codes"?

No. Even though the term "QR code" is often used as a catch-all (like some folks call all SUVs "Jeeps") these competing standards should not be confused with QR codes proper. Learn more here.

QR Codes vs. NFC

Following a spate of recent announcements involving sizable companies like Google devoting resources to the development of future NFC offerings, some bombastic tech bloggers have pronounced the death of the QR code. As you may be guessing, "The Reports of the QR Code's Death are Greatly Exaggerated."

NFC stands for "Near field communication" and appears poised to enable your smartphone to become a mobile wallet. However, some marketers are experimenting with NFC for offline-to-online mobile marketing similar to how a QR code might be used. While novel, there are many immediate practical shortcomings, like the current lack of mainstream mobile devices supporting NFC. Learn more here.

What's HTML5 and Why is It Important?

In short, HTML5 is a new standard that now allows mobile websites to feature functionality and behavior previously limited to native mobile apps. Because HTML5 mobile web apps can be accessed immediately (unlike native apps they don't need to be downloaded or installed) they're ideal for serving as the experience behind a QR code.

Creating Your Mobile Web App

Since the real value of your QR code marketing lies beyond the code itself, ShareSquare's non-technical self-serve CMS allows you to create a slick HTML5 mobile web app that's immediately optimized for all mobile devices and crafted for achieving your campaign's objectives.

Get Started

Once you have either a Free, Pro or Enterprise account, you're able to create and deploy a fully-featured ShareSquare campaign in minutes. Just log into the CMS and click "Create a ShareSquare" to get started.

Mix-and-Match Your Modules

Optional: Set a Module as the Landing Page

Once you've enabled all the modules you'd like within your ShareSquare mobile web app, you select ANY active module as the "landing page" in order to more closely match the post-scan experience with your QR code's call-to-action; thus helping you better achieve your campaign objectives. Slideshow is the default. Learn more here.

Optional: Enable "Like Lock"

When you enable Like Lock, you'll force a new fan to Like your Facebook page (you can also specify two; they'll need to Like both) to gain access to the rest of your mobile web app. This can be a powerful new way to drive Likes, especially if your call-to-action is super compelling (e.g. an awesome prize, an exclusive video, or a download you can't get anywhere else). Learn more here.

Customize or Remove Banner Ads

This Enterprise feature gives you the ability to remove, define as custom, or inject an Admob/Adsense Publisher ID into the 320x48 banner placement at the bottom of your ShareSquare mobile web app. If Admob/Adsense banners fail to display, the daisy chain will revert to your custom banner (if specified). NOTE: Admob/Adsense banners may not appear if you're viewing the ShareSquare mobile web app from a desktop browser.

Driving Traffic with QR Codes & More

Unleash Your ShareSquare QR Codes

QR codes are the conduit from your real world promotions and your ShareSquare mobile web app. Download the QR code(s) in either PNG or vector PDF (zero quality loss, no pixelation) format and put them everywhere you'd like to connect with your offline audience. Get creative, this is the fun part, but be sure you're well-acquainted with the best practices.

You can certainly just use one master QR code, but ShareSquare also gives you the unique ability to generate multiple distinct tracking QR codes per mobile web app. This allows you to track and differentiate between placements and even A/B test creative (i.e. magazines vs. billboards, corrugate vs. packaging, etc) to better understand which channels deliver the highest ROI.

Within the CMS you can freely update and optimize the mobile web app that lives beyond the QR code. No need to ever distribute new QR codes in order to change the content.

Custom Domain

This Pro and Enterprise feature allows your ShareSquare mobile web app to live on a custom domain (like http://m.yourdomain.com/) instead of the default http://shsq.re/ URL. You simply set up your domain's DNS settings to point to ShareSquare's servers by creating a new CNAME record. Your may define the custom domain however you like, but we recommend that you maintain the "m." sub-domain convention if the domain also contains a non-mobile website. Subdirectories are not recommended. NOTE: DNS changes may take up to 48 hours to fully propagate.

Mobile Redirect

This Pro and Enterprise feature enables you to instantly redirect mobile visitors coming to any existing website to your ShareSquare mobile web app instead. This is especially valuable if your existing website is non-mobile-optimized and gets significant mobile traffic, resulting in a poor experience for those visitors.

Simply add one line of code to your existing website, right after the <head> tag. This code will quickly detect whether a visit to your existing website is from a mobile device and automatically redirect. Desktop visitors to your existing website will remain unaffected.

Understanding Analytics

Among the major difficulties of managing QR code marketing campaigns that have utilized a plurality of fragmented tools (i.e. one to generate the code, one to make a mobile site, etc) is that tracking metrics from disparate sources often need to be reconciled, delaying and making the understanding of true ROI elusive. The ShareSquare platform's deep analytics track all end-to-end metrics in one spot, in real-time.

Free and Pro accounts feature a basic analytics visualization of all activity that takes place within the modules, in addition to the ability to compare between placement tracking QR codes.

Prospective Enterprise clients interested in more robust visualization of comparative metrics, geolocation, demographic data and deeper access to historical tracking please contact us directly at (866) 726-8119 or contact@getsharesquare.com.

Managing Your Account

Free & Pro Accounts

Free or Pro accounts are available for individual users, and you may upgrade or downgrade at any time in your Account Settings.

Enterprise Accounts

If you're interested in simultaneous multi-user accounts or other Enterprise features, please contact us directly at (866) 726-8119 or contact@getsharesquare.com.

Sales & Refund Policy

For all billing-related enquiries, please email payments@getsharesquare.com.You may also contact us via phone (866) 726-8119 or via snail mail at: Billing ShareSquare Inc., 541 S. Spring St. #212 Los Angeles, CA 90013

For your convenience, if you do not cancel your ShareSquare Pro or Enterprise plan, ShareSquare will continue your plan by billing you for each month you choose to continue. You may cancel at any time to discontinue the ShareSquare Pro or Enterprise plan and stop monthly billing. If you are not 100% satisfied with your ShareSquare Pro or Enterprise plan within the first 30 days, you may contact us for a full refund. If you choose to cancel after 30 days ShareSquare is not obligated to refund any fees (though we may do so at our discretion). Instead, your Pro or Enterprise account will remain active for the remainder of the term for which you paid and will then be converted to a free account.

Brand Advertising

Build Awareness

Play in the new SoLoMo space: Social, Local and Mobile. QR codes and mobile web apps enable you to increase the likelihood of discovery and activation from an offline world where consumers increasingly turn to their mobile device as the first entry point when conducting a search about a product, brand, or service.

Increase Purchase Intent

QR codes on offline brand advertising, including in-store packaging, are now a new touchpoint for interacting with your consumer. Providing them a way to engage with a product or brand for more information, rich content, social medial or special offers can serve to strengthen the purchasing decision.

Cross Promote

The persistence of QR codes as a gateway from the real world to the mobile web means that they often outlive the initial campaign. However, when using a self-serve CMS, this gives marketers the opportunity to update and change the experience beyond the code, driving promotions for a related or upcoming campaign.

Amplify the Message with Social/Viral Sharing

The ShareSquare CMS and platform's social sharing features (like Facebook Like, Share, Twitter follow, etc) are continually optimized for the social sharing of your message, via automatic data-driven interface improvements and incentives. This means that your ShareSquare QR code is now poised to transform the 1-to-1 nature of traditional offline marketing into a 1-to-many experience.

Entertainment Marketing

Easily Enhance Static Ads with Rich & Interactive Media

Show trailers (ideally exclusive), sneak peek images, provide up-to-date screening and venue information, pre-populate status updates and tweets and more.

Entice New Fans with Incentives to Get Engagement, Retention and Loyalty

Deleted scene downloads in exchange for Facebook Like or email submit capture a connection with the consumer, Instant Win prizes and giveaways can drive redemption foot traffic to nearest theater or retail.

Music & Event Promotions

Must-Haves

Offer immediate music discovery via your music videos on Youtube. Allow new fans to “Like” on Facebook, follow on Twitter or submit their email for your mailing list.

Extra Credit

Offer free downloads or prizes in exchange for e-mail submissions; show details and sell tickets to your upcoming events by syncing with Songkick.

Where to Place Them at Events?

Put your QR code on every single piece of promotional material you have. Posters, flyers, stickers, merchandise tags, press kits, temporary tattoos; The more unusual the better. Any promotion without one is a missed opportunity at major events, especially if the audience is full of early adopters, like at SXSW.

Learn more by reading Matthias Galica's guest post on Mashable: HOW TO: Use QR Codes for Event Marketing