THE QR-AD
«Double Your Audience. Talk Mobile & Web.»

UPDATE (15.2.2010): On our most recent campaign, we encountered significantly higher click and scan rates than discussed in the following article.
As the QR-Ad campaign is still very new however, we will not adjust the numbers yet.
However we can give you a projection. If everything continues like this, we will reach over 6000 clicks and over 2100 scans per month which gives us a CTR of 1.34%, a SCR of 0.47% and a CTR+SCR combined of 1.81%.

***


Click to see the QR-AD banner in real size (840x181px).

The QR-Ad, a new way of banner advertising
The QR-Ad is a new way of banner advertising, that addresses at the same time a web and a mobile audience. The results of our research show a significant increase of engagement.

The QR-Ad uses the banner format in two ways
a) as a normal banner to click, to go to a web destination page
b) as a support for a QR Code which can be scanned with a mobile phone equipped with a QR Code scanner.

The QR-Ad's hybrid usage makes the ad more valuable
We believe that the quality of a scan is more valuable than a click, as the mobile phone is first a more intimate setting and second it's viewer has made a bigger effort to access your page. There are also no competing windows/tabs open to divert the viewer of your message.
With an 75–80% scan2click rate (=on 100 clicks, there are 75–80 scans), you address a highly mobile audience.


COMPARISON OF COMMON CLICK-THROUGH RATES AND THE QR-Ad
In a Business Week article from November 12, 2007, it was said:

The percentage of people who respond to common "banner ads," the ubiquitous interactive posters that run in fixed places on sites, is shrinking steadily. The so-called click-through rate for those ads on major Web destinations such as Yahoo! (YHOO ), Microsoft (MSFT ), and AOL (TWX ) declined from 0.75% to 0.27% during 2006, according to Eyeblaster, a New York-based online ad serving and monitoring firm. It says that last March the average click rate on standard banner ads across the whole Web was 0.2%. This reflects a surge in new ads and Web pages, fueled by the rise in social networks.

» QR-Ad: In comparison, we got a 0.39% click-through rate (CTR) on our QR Ad, and a significant 0.31% scan rate (SCR). Combined this brings us to 0.7%.


BANNER EXAMPLE
See here the banner and ideal QR Code size for http://qrcode.kaywa.com.
For current examples of QR Code Ad's, go to http://qrcode.kaywa.com

On other sites, you can also use a more classic format (300x250).




QR-AD PRICING AND STATISTICS ON QRCODE.KAYWA.COM

Position	Duration	Price	Page Impressions*	Clicks*	Scans*
Top	1 Month	Euro 7000.–	450'000-0.5 Mio	2000	1400-1600
Top	2 Weeks	Euro 4000.–	225'000-0.25 Mio	1000	700-800
Top Second	1 Month	Euro 4500.–	450'000-0.5 Mio	1500	not enough data
Top Second	2 Weeks	Euro 2500.–	225'000-0.25 Mio	750	not enough data

* Page Impressions, Clicks and Scans are projections based on statistics gathered during the period of December 11, 2009 till February 9, 2010.


GEOGRAPHIC DISTRIBUTION
(Top Ad Clicks: Period: 54 days, 18.12-10.2. | Source: http://bit.ly)




QR-AD HOW-TO
We need from you the following:

• Mobile Destination Page URL
• Banner (Supersize Format: 840x181px)
• Web Destination Page

1. Tell us for how long and in what position (top, second top), you want to run the QR-AD. Period always start 1st of month or 16th of month. Minimum duration is 2 weeks, or 1st-15th, 16th-end of month.
2. We create the QR Code, which you later can track
3. Integrate the QR Code in your banner design (840x181px)
4. Send us the banner ad
   + mobile destination address (URL)
   + traditional web destination address (URL)
5. We send you back the statistics access for web (PI's, Clicks) and QR Code (Scans).
6. Once your QR-AD is live, you can verify your statistics anytime.

SPECIAL OFFER!
For clients starting an annual contract (PUA1Y) on our QR Code Management solution, we offer two weeks for free in second top position.
See pricing of the PUA1Y in the QR CODE Pricing Powerpoint. Dowload it here.


CONTACT
Call +41 43 818 29 40 or skype: roger.fischer
See also our contact page at #kaywazh

Since this morning we have on some of our blogs a response time problem. We are currently checking what causes the problem.

We will update you on our DokoDare #kaywazh place page for upcoming news.

If you happen to see this ad, you have been on an unendorsed DokoDare Place, like this one.

Now what can you do with DokoDare, you may ask? What is DokoDare?

1) A Mobile Site
First of all DokoDare provides you with a mobile site of your place. With this mobile site, your customers can now access your address, phone numbers, maps, your description "on the go". As our life becomes more and more mobile and the mobile phone more ubiqitous, mobile sites will increasingly become more important.

On top of that, DokoDare offers also a webpage of your place. Here you can upload your photo and write your News and Kaykus.
See an example: #kaywazh


2) A QR Code pointing to your location
Every DokoDare Place also provides a QR Code (=Quick Response Code) and a QR Code Sticker in PDF-Format.
You already know Barcodes; QR Codes are Barcodes which can contain much more information like an URL/web address, a phonebook entry, a text etc.
If one has a QR Code Reader on his mobile phone, one simply scans the QR Code to immediately access the mobile DokoDare site.
QR Codes have been a huge success in Japan since 2003, where you can find them everywhere: on posters, leaflets, T-Shirts, websites, in newspapers, magazines and even on TV.
Now QR Codes are becoming fast a global trend.
We think that this is also a tremendous opportunity for your location. If someone sees the QR Code on a DokoDare Sticker, or on your business card, your website, on the T-Shirt you are wearing, or in the ad you are publishing, they will want to scan it.


3) A Place-based Social Network
Once people have scanned the QR Code with their mobile phone they are now on your DokoDare place page. What can they do, besides seeing where you are located, calling you, reading your description, your opening hours?

DokoDare offers them several options, once they are logged in:

Checking In and Writing Kaykus
- If they scanned the QR Code from the sticker attached to your place, they can check in to become visible to others.
- They can also write a Kayku (a 140 letter message), which can be republished on Twitter at the same time.
- And if they like someones Kaykus, they can follow the person who wrote them.

Sharing and Bookmarking a Place
- A simple way to share the place itself, by sending it out to everyone with either a username or an email address.
- Adding it to Favorites, so they can later go back to your place


4) A Mobile Newsletter
If you are the endorser of your place, you can also publish News (a 255 letter message). News will always appear on top on the DokoDare website as well as on the mobile site. We consider this a very important part of DokoDare - it is what you want to say or to announce to your customers. Naturally you can always link to specific pages where you explain your announcement in more detail.
And if one of your customers is interested, he will also want to follow your news and read your mobile newsletter when away from you.


5) A Mobile and Social Marketing Tool
Already in itself, DokoDare is a great marketing tool, as you can now reach your customers anytime, anyplace. It even gets better when you add Twitter to the mix. By retweeting your Kaykus, you also reach out to your existing followers. So you write once, but publish twice. People who come back to your DokoDare page, will also see your News, your location, your neighbourhood.
And if you organize an event at your location and you entice your customers to start writing Kaykus and republishing them on Twitter, you will be surprised how many people will find back to your DokoDare page and get additional information about your location.


6) Your Neighbourhood
Last but not least, you and your neighbourhood will profit a lot from being each other on DokoDare. Say you are the endorser of a restaurant and somebody searches restaurants in the neighbourhood of a hotel where they are currently checked in. There is a good chance they will find you via their mobile, as you are in their immediate neighbourhood.
You can also cooperate more intensly with your neighbourhood by republishing/retweeting Kaykus from a business nearby, therefore sustaining and supporting your local community.


We hope we have given you a good introduction to DokoDare, so we want to finish with the last tips to get you going:

a) Opening an account
You don't need an account to read the information on DokoDare, use the maps etc. However once you want to use DokoDare more actively - checking-in, writing, bookmarking etc., you need to create a user account. You can open an account at http://id.kaywa.com and then log in.

b) Installing a QR Code Reader on your phone
To read QR Codes, you need a QR Code Reader for your phone. Here are our current recommendations:

- iPhone: Lynkee on AppStore
- Android: Google's Barcode Scanner
- Windows Mobile: Quickmark
- Java, Symbian: Kaywa Reader

PS: There are also preinstalled QR Code Readers on many Nokias and several programms have built-in QR Code readers like ShopSavvy.

c) Endorsing a Place (Upgrading to the Pro service)
To endorse, to claim a place and write News, you need first to get in touch with us. Send us an email, write a Kayku at #kaywazh or call us with your place name and/or webaddress as well as your username.
The username of the endorser will appear itself on the place webpage, so choose one that makes sense for your business. A good rule is to take the same name you already have on Twitter - if you are on Twitter.

» Endorsing Step by Step

1. Open an ID at id.kaywa.com and log in
2. Try it out! Go to your place on DokoDare and write your first kayku and retweet it (=republish it on Twitter)
3. If now, you want to endorse the place, contact us (see phone and mail at our DokoDare Page)
4. We send you the contract per email, you send it back
5. After that, we will endorse the place with your ID
6. Now you can edit your place, add photos and...
7. ...publish News updates
8. And most importantly put the sticker on your front door and use the QR Code on your business card, your website and on your flyers, T-shirts and ads.
   
9. We suggest you also open a Twitter account under the same ID name to retweet your Kaykus

You can find more information here:
Go there and download the Powerpoint!

***

Example of an endorsed Place with Nushi
Shui Tang on DokoDare

Example of an unendorsed Place without Nushi
The Dolder Grand on DokoDare

***

Marketing and QR Codes: Example of QR Code T-Shirts

4 Possibilities to use QR Codes on your DokoDare T-Shirt

Ruedi Baumann vom Auswandererblog berichtet folgendes:

Bekanntlich will die Swisscom ihre Bloggerplattform bluewin auf Ende Jahr aufheben. Das ist zwar für alle Blueblogger und ihre Besucher ärgerlich, aber angesichts der zahlreichen anderen weltweit tätigen Bloggerplattformen (Wordpress, Google usw.) irgendwie akzeptabel.

Weniger akzeptabel finde ich allerdings, dass die Swisscom (bzw. ihr Blogbetreiber Kaywa) für die Migration eines Blueblogs zu Wordpress sfr. 500.- verlangt!

Es liegen hier jedoch zwei Missverständnisse vor.
Die Sache ist wie folgt:

1. Swisscom beendet Blueblog auf 31.12.2009. Aufgrund vieler Mails und Anrufe, hat sich Kaywa entschieden, den Dienst unter derselben Adresse ab 1.1.2010 ohne Unterbruch weiterzuführen.
   Neu ist: der Dienst wird kostenpflichtig, hat aber nach wie vor keine Werbung.
   Die Kosten sind die gleichen, wie bei anderen Kaywa-Blogs, d.h. CHF 99.-/Jahr fürs Premium, CHF 250.- fürs Small Business Blog. Siehe weitere Informationen hier.
2. Für Blogger, die Ihre Inhalte exportieren möchten, gibt es 3 Varianten:
   
   • Gratis-Export: Kaywa stellt den Bluebloggern 2 vollständige RSS-Feeds zum Export zur Verfügung (Beiträge und Kommentare). Für Personen, die das selbst machen wollen, ist das die billigste Lösung. Sie kostet nichts.
   • Kostenpflichtiger Export zu Kaywa
     Nach Aufwand
   • Kostenpflichtiger Export nach Wordpress MU durch Kaywa
     Hier übernimmt Kaywa die Arbeit und macht den ganzen Export. Zur Kostendeckung des Exportaufwands verrechnet Kaywa CHF 500.-. Vorbedingung ist, dass ein Zugang zu einem Server besteht, wohin der Export gemacht werden kann.
   Auf Redirects für ein Jahr können eingerichtet werden, auch hier wird der Aufwand, diesen einzurichten sowie ihn für ein Jahr zu betreiben, verrechnet.

Shui Tang beschreitet neue Wege in der Markenkommunikation durch den innovativen Einsatz von QR Codes mit mobiler Site und Shop. Visitenkarten, Teepackungen, Print- und Online-Inserate - sie alle verbinden die reale mit der digitalen Welt.

Eine ausführliche Beschreibung zum Einsatz von QR Codes bei Shui Tang findet man auf: http://www.shuitang.ch/qrcode

Hier nur die Beispiele des Print- und Onlineinserats, die zurzeit auch in der Werbewoche erscheinen:

Printinserat (3.12./16.12.2009)



A Li Shan QR Code




iPhone Screes nach Scannen des QR Codes



Online-Inserat




Siehe auch:
Extended Packaging with Shui Tang


* Shui Tang, der Ort des schönen Wassers, ist ein Teehaus an der Spiegelgasse 26 in Zürich, das auserlesene Tees aus Taiwan, China und Japan zur Degustation und zum Verkauf anbietet. Zur Degustation des Tees führt Shui Tang auch ein einzigartiges Sortiment von Teezubehör: edelste Keramik, Lackwaren sowie Holzteeschiffe und -utensilien.

Shui Tang | Liquid Delicacies
Spiegelgasse 26 | CH-8001 Zurich
info@shuitang.ch | +41 44 555 91 61
Mobil: http://m.shuitang.ch

Shui Tang, the teahouse in Zurich, Switzerland
http://www.shuitang.ch


Click image for a bigger one or download image as zip file

QR Code goes directly to:




More at mobile.kaywa.com Extended Packaging

We published a german post about our work on Shui Tang and more recently an english post on mobile.kaywa.com.

Why do we like the work regarding Shui Tang?
Because it simply is a great client - it's not often that you can work for one of the rare tea masters in Oolong tea.

Secondly we can show where QR Codes benefits a business. And even if only the business cards with QR Codes are out there in real, the feedback within a week was already asthonishing.
The QR Code has inspired the people from #limitedstock near #shuitang as well as Stephan from #coffeepoint in Zug.
And today we even had a call from a person at #daimlergbmpw who has seen our work on Shui Tang .

Here are already the slides which Roger Fischer will present at MoMo no. 6 at #semperaula :
Mobile Tags : QR Codes & Co. (Powerpoint File)

And here is the #semperaula Sticker as PDF. During the demos outside, Roger will show and explain how QR Codes and DokoDare can be used for places and events.

1.) Tell people to set up a Kaywa ID* in advance either by going to http://id.kaywa.com or by sending an SMS to 202 with NEWID username* (Swisscom and Sunrise, CHF 0.20).
username* = the username you want; example: NEWID vegee
Advantage: With SMS you can also set it up right at the place.

2.) Provide a DokoDare Sticker for the place (examples: here and there)

3.) Now people can simply check in by themselves. We can provide:

• Sticker where people have to click a link to check in (default)
• Sticker code which is the checkin

People can check in by scanning the QR Code, by typing the address underneath the code or by sending an SMS. This means that the solution is useable for 100% of your attendees.

4.) After the meeting or conference we can provide the list of people who have checked in.
At the same time, people also get a direct communication channel and people from the outside can tune in.

If you are interested to know more, please contact us.


* Kaywa ID is Open-ID enabled

If you happen to go to LIFT conference tomorrow, scan the QR Code on the DokoDare sticker to have everything important concerning CICG with you.



DokoDare is meant to be used mainly with your mobile phone. If you want to use it to its full potential we recommend using an ID (using a photo on your ID makes it easier to be remembered by the people you see or meet in real space) and to login on your mobile phone.

The SMS Way
If you like more to use SMS instead of the mobile internet, you can do this as well.

Open an ID
Send SMS to 202 with NEWID username (CHF 0.20 at Sunrise/Swisscom)
Example: SMS to 202 with NEWID vegee

Check In
Send an SMS to 202 with CHECKIN 202031428 if you want to check in at CICG (CHF 0.20 at Sunrise/Swisscom)

Writing and Sending a Kayku
Send an SMS to 202 with TXT your text... (CHF 0.20 at Sunrise/Swisscom). The text will appear at the place you are checked in.