Articles by Peter Langlois

You are currently browsing Peter Langlois’s articles.

The Post Office Goes Interactive

June 2, 2011 in Barcodes by Peter Langlois | No comments

Anyone making the same old jokes about the US Postal Service needs to come up with new material.

An innovative new campaign established by the USPS — which has the official approval of the Postal Regulatory Commission — rewards marketers for using 2D barcodes in their marketing materials. Companies that use smartphone-friendly barcodes will get a 3 percent postage discount on qualifying standard and first-class mail letters, flats or cards. The campaign runs through July and August, but the Postal Service has not ruled out the idea of extending the run. They say they’ll be closely monitoring the adoption rate before making a long-term decision.

The campaign is aimed at bulk mailers that submit qualifying first-class or standard mail letters, flats or cards electronically using a permit imprint payment method. However, the discount will apply to both presort standard and first-class presort mail.

The USPS has already been moving in this direction, but the new campaign makes it clear that the organization is throwing its considerable weight behind QR codes and other interactive innovations. If your company is among those wondering when to get aboard this train, now might be the time.

Here’s what we can do to help you:

Neustar has developed an ROI calculator to help determine what your breakeven point is on implementing 2D barcodes in order to take advantage of the postal discount. Here’s how it works:
• This tool will take into consideration the number of resolutions/scans associated with a given campaign, and calculate the general cost/benefit based on various resolution/scan rates.
• For example at $0.25 postage, the 3 percent postal discount savings and an average scan price of $0.14, the breakeven is about a 5 percent response rate to the mailing.
• The breakeven will differ based on number of pieces being sent, and the price you are paying for campaign management services and price per scan.

If you would like to learn more about this discount for adding 2D barcodes to your direct mail (or any marketing campaigns), contact us at barcodes@neustar.biz.

Please also let us know of any success stories or great use cases you have seen with direct mail and barcodes.

Tags: , , , ,

2D Barcodes: Critical Mass

May 18, 2011 in Barcodes by Peter Langlois | No comments

How do you know when a new technology reaches a critical mass? Remember when the first flood of iPhone apps started coming down the pike? Even jaded tech veterans acted like kids in a candy store.

There is a similar shift happening with 2D barcodes. The range of factors driving this technology — easy access through smartphones, increasing customer comfort with the new channel, the ability to essentially uncover hidden value — make it clear that in the right environment, there’s a major potential audience seeing a shift in barcodes from holding just pricing information to holding much more.

Here’s one example: THQ’s “Homefront” video game, released this spring, featured no less than 10 hidden QR codes that led users to exclusive content. Even with virtually no promotion, there were tens of thousands of scans, downloads and video views within a few days. The technology was perfectly suited to the nature of the content, not to mention the marketing effort behind. With dynamic linking capabilities, those codes can continue to produce dividends by linking to current promotions as the game maker changes them.

It’s even more fun seeing how these 2D barcodes increasingly play a role in how marketers are engaging consumers online via an offline retail environment. Think about products that have a long shelf life, and a story that changes over time. Gifts that have a seasonal value or wine that’s gradually aging.

Old wine that gets better with age, matched with the newest technology to help its story mature — now that’s a good match.

You can help the new generation of barcodes mature. Even though many people know what to do when they see a barcode, until the technology becomes native to every handset, you may want to coach customers a little: include instructions for downloading a reader and how to scan. We’ve posted some other best practices here. What great use cases are you seeing, and what best practices do those reveal?

We’d also like to hear where you think the tipping points are for mobile barcode adoption.

Tags: , , , ,

When Money Talks, the Market Listens

May 9, 2011 in Barcodes by Peter Langlois | No comments

Here’s news for people who monitor the economy for coming trends: Barcodes make a hot investment.

The latest evidence is a $5 million cash injection to one mobile barcode company. Raising $5 million in funding isn’t so startling, but what is striking are reports that the round was actually oversubscribed — a far cry from the dull tenor of investment news over the past couple of years. And also, the latest funders to throw their hats in the barcode ring include Motorola Solutions Venture Capital and Hudson Ventures, along with existing private investors. Not bad!

More than just an investment, the deal points to the growth of the market as a whole. As much of the coverage around this investment has pointed out, there was a 1,600 percent rise in barcode scanning just last year, and we may be just scratching the surface. The newest show of faith — as in millions of dollars in investment — may be the signal that more companies are looking to leverage mobile barcodes and to get in on the action.

Venture capitalists have long been a bellwether of market growth. In the case of mobile barcode technology, this may not be just another sign of the maturing of this market, but also a milestone in the recognition of evolving consumer habits. We can’t wait to see some of the incredible developments that increased investments in the bright minds of this market will bring to the way we use barcodes.

Tags: , , , ,

2D Barcodes: More Real World Examples

March 31, 2011 in Barcodes, Mobile Marketing by Peter Langlois | No comments

We continue to see 2D barcodes popping up all around us.  From sweepstakes to catalogs to facilitating the wait at your favorite restaurant, 2D barcodes are proving to be a versatile technology for the mobile consumer. Here’s a look at some recent campaigns:

Home Depot Joins the Fray

Home Depot is one of the newest large brands to jump on the mobile barcode bandwagon.  A few weeks ago they announced a partnership with ScanBuy to include 2D barcodes in print ads, in-store and other signage.  The codes lead shoppers to more information on do-it-yourself projects including how-to videos and product demos. They can even enable shoppers to buy products online directly from their smartphone. For more information, read the Mashable article: Mobile Barcodes Come to the Home Depot.

Jet Blue Getaway’s Program

JetBlue launched a sweepstakes contest for a winter travel packets to St. Petersburg, Florida.  To promote this campaign, JetBlue prominently featured 2D barcodes in it is print ads. When scanned, the consumer can opt-in to receive more details on the promotion and enter the sweepstakes. More information can be found in this Media Post article: JetBlue Campaign Uplifts 2D Codes

Macy’s Backstage Pass Campaign

In late February, Macy’s launched a new campaign using 2D barcodes to connect consumers to video content such as fashion advice.  The codes appear everywhere from television advertising to print ads to in-store signage. In order to educate consumers on 2D barcodes and drive usage, Macy’s has also developed an educational video that explains 2D barcode and how they work.  More information on the campaigns can be found in this Media Post article: New to Macy’s Spring Lineup: QR Codes.

DC United Kicks Up the Codes

DC United kicked-off a print advertising campaign which encourages consumers to take pictures of its ads and share them on Facebook or Twitter for a chance to win team gear. The ads also feature 2D barcodes which, when scanned, take users to a special D.C. United video.  See Represent Olsen’s Army and Win for more details on the campaign.

WalkIn Facilitates Restaurant Wait Lists

This unique application of 2D barcodes came about at the SXSW show as a result of a start-up competition called StartupBus. The mobile application allows users to scan a QR code at the door to save their place on the restaurant’s waiting list. For more information, read the Mashable article: Scan a QR Code & Save Your Place on the Restaurant Wait List.

We’re excited to see so many brands embrace this technology and experiment with it in new and exciting ways. Neustar continues to play a key role in helping to facilitate interoperability among the mobile barcode ecosystem with its clearinghouse model.

Please feel free to add to this list and share some of your favorite mobile barcode campaigns via a comment.

Tags: , , , , , , ,

Differences Between Direct and Indirect 2D Barcodes

March 29, 2011 in Barcodes, Mobile Marketing by Peter Langlois | No comments

Direct, indirect, managed direct – all are ways to deliver 2D barcodes, so which way is best for you? Neustar’s Marc Plante, Director of Product Development, explains the differences between them and the opportunity for enterprises to customize and control their codes.

Tags: , , , , ,

Q&A with Kodak

March 24, 2011 in Barcodes, Mobile Marketing by Peter Langlois | No comments

Kodak’s Chief Blogger and Social Media Manager, Jennifer Cisney talks to Mobile’s Next Big Thing about the company’s mobile marketing plans and use of 2D barcodes in recent campaigns.

Listen to internet radio with Mobiles Next Thing on Blog Talk Radio

Tags: , , , ,

CTIA Show Update: Join Our Mobile Scavenger Hunt at CTIA Wireless

March 22, 2011 in Barcodes, Mobile Marketing by Peter Langlois | No comments

CTIA, Mobile Messenger, mBlox and Neustar have teamed up to host a fun, interactive scavenger hunt at the CTIA Wireless Show this week.  Here’s how it works: Stop by the Neustar booth #2921 to receive a postcard with a special message.  Use your smartphone to scan the 2D barcode or text the keyword and you will be asked question and sent to another booth to get your next question.

There will be a total of four questions and if you answer each one correctly, you’ll get a $5 Starbucks card and be entered to win an iPad at the show. Winners will be announced on Thursday, March 24th at 11:30 am at the Neustar booth.

In addition to the scavenger hunt, Neustar will be hosting a number of discussions/events at the show including:

Tuesday, March 22nd

11:30 am – Enabling the 4G Life with Neustar

3:00 pm – The Mobile Cloud: Unlocking New Profits **Featuring the Yankee Group

4:00 pm – Networking Cocktail Reception: One location. One Vision. One Connection.

Wednesday, March 23rd

11:30 am – Connecting the Digital Life with Barcodes

3:00 pm Mobile Cloud – Connecting Next-Gen Services

For more information or to register for these events, visit: http://www.neustar.biz/about-neustar/events/resources/neustar-at-ctia-2011-connecting-your-digital-life

Neustar has created the first global 2D barcodes registry and clearinghouse to enable interoperability among all of the players in the mobile barcode ecosystem. Come visit us in booth #2921 to learn more and experience for yourself the opportunity for mobile barcodes and ways that the entire mobile ecosystem can work together to drive this technology forward.

Tags: , , , ,

Implementing 2D Barcode Campaigns — What Brands Need to Know

March 17, 2011 in Barcodes, Mobile Marketing by Peter Langlois | No comments

No matter what technology brands use to interact with consumers, they must be sure to remain in control of the relationship.  Lock Dethero, Senior Manager of Mobile Products at Neustar explains ways to facilitate the consumer/brand relationship.

Tags: , , ,

2D Barcodes and Augmented Reality

March 15, 2011 in Barcodes by Peter Langlois | No comments

There have been a few articles and discussions lately around augmented reality and whether or not this new technology will surpass 2D barcodes in mobile marketing. Last month, WebProNews featured an article: “Will Augmented Reality Leap-Frog QR Codes?” that suggests a conflict between the two approaches.

It’s a good question given the recent buzz about augmented reality, including at Mobile World Congress in Barcelona where several application developers announced product releases and beta apps.  Industry analysts have added to the discussions as well, projecting market estimates that amount to billions of dollars over the next several years.

Augmented reality is going to impact different aspects of our lives, but when and how much it will impact mobile marketing in the near term remains to be seen. It’s still worthwhile to think through a few use cases.

In the article above, the author considered a tourism use case involving the Eiffel Tower.  With an augmented reality app, a person standing at a distance with a camera phone could capture all or part of the Eiffel Tower in the camera’s field of vision.  The image could be used to search remote databases used to identify the Tower.  (For this use case, let’s assume this app has geo-location capabilities or is otherwise smart enough to know you’re viewing the real thing as opposed to the Eiffel Tower in Las Vegas or the dozens of other replicas scattered around the world.)

All sorts of information and services could be linked with the Eiffel Tower and displayed on the phone’s screen, such as a Wikipedia link, the Eiffel Tower official website, nearby cafes, or anything else.  It could even recommend, through advertising or other means, that the tourist download the official Eiffel Tower mobile app.  It really depends on the developer’s objectives and the app’s capabilities.

With that in mind, think about the use case from the perspective of the Tower.  By that, I mean the Eiffel Tower Operating Company (or SETE).  They have a specific agenda that includes: selling tickets, selling merchandise, and reserving tables in Le Jules Verne restaurant, among others.  The organization wants to maximize those objectives, whether the tourist is standing at a distance from the Tower itself or is anywhere else on any given day.

What if the tourist is already standing inside the Tower and SETE wants to offer their mobile app for download?  The tourist could easily scan a strategically placed 2D barcode, perhaps on the ticket or receipt, and immediately receive a download link respective to his or her device profile.

What if the tourist is sitting in a New York City coffee shop reading an Eiffel Tower article the day before arriving in Paris?  The Eiffel Tower Operating Company could offer the mobile app through a 2D mobile barcode presented within the article or advertisement.  That remote tourist could then easily buy tickets and reserve a table in Le Jules Verne at that very moment.

Of course, augmented reality is a very broad topic and will be applied to much more than mobile marketing and probably in some ways that even the Google Goggles folks haven’t dreamed of.  Still, those of us concerned with mobile marketing should consider best uses of the technology and how it can be applied to achieve consumer interests and brand objectives.

Tags: , , , ,

Common Mistakes When Implementing a Mobile Campaign

March 10, 2011 in Barcodes, Mobile Marketing by Peter Langlois | No comments

One of the biggest mistakes companies make when implementing a mobile campaign is putting a mobile call to action on their materials that is not mobile ready. Neustar’s Matthew Valleskey, Director of Marketing for Mobile Services, shares his perspective on some common mistakes and how to avoid them.

Tags: , , ,

« Older entries