Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Print 2017     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

DG3's Val Digiacinto gives insight into the effective use of QR codes

Published on September 24, 2012

Val Digiacinto, VP of Interactive Solutions at DG3, talks about his passion for QR codes and how they approached their go to market strategy for this area of their business and how to use them successfully.

Hi. Val Digiacinto, Vice President of Interactive Solutions at DG3. And we’re just going to discuss a little bit my passion about the use of QR Codes. We’re one of the country’s leading suppliers of QR Codes and mobile marketing, and we’re very passionate about how we feel the QR Code execution should really be utilized in all of the collateral that it’s in today. And what we’ve started to see was because it’s become such a popular buzzword and people just hear the word QR Code, people are excited about it and really want to do something that’s going to allow them to have a QR Code on their collateral, on their advertising, and they rush to do that so quickly that they create a failure. And the failure is not just for them but it really can tend to hurt the whole process of QR Codes.

So one of the things that we would like to discuss, when we were planning our Go-To-Market strategy we decided to take that whole process on. It was something I learned from a friend of mine, Mike Managio at DMB, that if you want to be successful, take on the project completely. And so our Go-To-Market strategy was to develop and design the QR Codes branded because we found that you get a 25 to 30 percent lift if it’s branded as opposed to a naked code or just that black and white QR Code. And that’s with or without our client’s help. If they have a design department we’ll allow them to work with us to get engaged with that design process as well. But we’ll execute it and guarantee that the QR Code will be scannable and will actually do what it’s supposed to do.

The second thing we do is make sure that we take care of the landing pages. So we’ll host the landing pages and we’ll design them again, with or without client’s help. If they’re designers and they’re following their brand from an agency we’ll be happy to have them supply that information to us. And last, but most importantly, is we gather the marketing metrics through a system we have that’s called AMP, and it’s a portal 24/7. It allows people to log on when they use their password and watch the program build in a dynamic way.

So you can sign in and an hour and a half later sign back in again and see the changes to the program after it’s launched and follow every one of the QR Codes, the micro-tracking, the location finder, all of the information. We can tell where people are doing hits, what publications are actually working and which ones maybe aren’t working. Did you make a spend as an inside front cover and find out that that extra spend on that particular publication wasn’t paying off as good as to run a book for another publication. So we can find out a lot of information, very powerful information.

But then there’s the other side of the story, and people rushing in and just trying to put QR Codes onto a page so that it’s there. And most often what we see is that they unfortunately put the URL that takes them to the landing page of their website, to their home page, and it’s the end of the engagement. The call to action that got somebody to spontaneously say hmmm, reach into their pocket, take out their cell phone or their Smartphone, and scan the QR Code was immediately stopped at that moment, because they wind up on a website that has nothing to do with the call to action on a page that they can’t read. When they zoom in to be able to read it they no longer can navigate. Even if they could navigate, they’d now have to go search for the thing that made them excited about wanting to scan the code to begin with.

So without an objective, without a call to action, without a reason for having the QR Code on that page, you’re really going to probably hurt the ad rather than helping it, or hurt the piece of collateral rather than helping it. People don’t want to fumble. They think the whole value of the QR Code process is to speed the process along and give me the instant gratification that I’m looking for in today’s world. So we like to say brand the code, make it a part of the call to action. You’d better be sure that the first thing they see after they scan it is something that relates exactly to why they scanned it to begin with. Whether it’s a piece of collateral, whether it’s an ad in a publication, whether it’s a billboard, whether it’s a phone kiosk, whether it’s a digital HDTV that they scanned or whatever it is, it better be relevant because if not, you’re going to drop them within seconds. And we’ve got the metrics that prove exactly that’s what’s happening.

So be relevant. Make sure the objective is there. Tell people why they should scan the code. Put a little tag line around the code to help push your message even further. Scan the code to; scan the code for. Give somebody a reason to scan the code and that’s the reason why they’ll hit it, and that’s the reason why you’ll have a successful campaign. So do it, but like Mike Holmes says, do it right.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000

Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000

Published: August 15, 2017

John Cockrell, Vice President at Fort Worth based Cockrell Enovation, has used its new HP Indigo 10000 press to migrate work from offset for more efficient production. Hear what he has to say about the future of offset in his business and the kinds of applications he is producing on the HP Indigo 10000. HP Indigo's Business Development team has been a partner in this transition.

 

Video preview: Bud Light, HP and Esko: From Ideation to Production in Less than a Month

Bud Light, HP and Esko: From Ideation to Production in Less than a Month

Published: August 14, 2017

Michael Cox, a Solutions Architect at HP, Inc., talks about HP's collaboration with Esko to create limited edition Bud Light cans for a special event using Studio for Sleeves and HP's Mosaic in the design process. This eliminated the need for physical samples in the approval process. From ideation to production in less than a month -- amazing!

 

Video preview: Frank: Xeikon Roll-fed Digital Press 25th Anniversary

Frank: Xeikon Roll-fed Digital Press 25th Anniversary

Published: August 11, 2017

We are coming up on the 25th anniversary of the Xeikon roll-fed digital color printer. Frank shows some of the classic work done by this venerable machine, which is still helping printers worldwide to make money.

 

Video preview: COT Holdings Upgrades to HP Indigo 12000 for Enhanced Productivity

COT Holdings Upgrades to HP Indigo 12000 for Enhanced Productivity

Published: August 8, 2017

Nigel Worme, Managing Director of COT Holdings in Barbados, was an early adopter of HP Indigo digital presses. The third generation family company is now on its 5th generation of Indigo presses with the acquisition of an HP Indigo 10000, now field upgraded to an HP Indigo 12000, providing a single sheet size for offset and digital presses that streamlines workflow.

 

Video preview: Inside Mossberg & Company's Evolving Commercial Printing Operation

Inside Mossberg & Company's Evolving Commercial Printing Operation

Published: August 7, 2017

James Hilman, CEO of Mossberg & Company discusses their evolution from sheetfed commercial printing on paper to digital and flexo printing for packaging, even on cans!

 

Video preview: Frank Catches Up with John Werner

Frank Catches Up with John Werner

Published: August 4, 2017

Frank caught up with John Werner, past editor and publisher of the Green Sheet, an industry newsletter. For 12 years, John attended every show, conference, and seminar and reported it in Graphic Communications World, which is still published.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved