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How a Microsoft ISV Is Using QR Codes To Boost Marketing

A few imaginative Microsoft partners are testing the use of Quick Response (QR) Codes and Microsoft Tags in marketing campaigns. Increasingly seen in magazine ads and store windows, QR Codes are two-dimensional matrix barcodes. Using your Windows Phone, iPhone or Android smartphone, users scan the code which takes them to a landing page or Web site for more information or additional actions.

Case in Point: Promoting Social Media
When planning for their Convergence Expo promotion, the Virginia Beach, Va.-based Torrential Data team wanted to add a social media component to the mix. Torrential Data's president, Brad Bimson, recalled, "Our intention was as much about learning what was possible as it was for getting substantial results out of it." The promotion invited booth visitors to register to win an iPad by posting a social media message about Datahaven for Dynamics, Torrential Data's ISV solution.

When a partner or customer visited the Torrential Data booth, they could pick up a 4x6-inch folded brochure for Datahaven with screenshots on the inside and two barcodes on the back -- one QR Code and one Microsoft Tag. Scanning the code with a smartphone took the prospect to a landing page with links to Twitter, Facebook and LinkedIn.

"We wanted to make it as easy as possible for visitors to share, so we put code behind the buttons and prepopulated the Tweets," Bimson said. The links were prepopulated with the message, "I saw Datahaven for Dynamics at Booth 1352 at Convergence. What a great document management solution!"

Overall, Bimson was pleased with the results but there were a few challenges. Some booth visitors wanted to post to Facebook or LinkedIn but didn't have their log-in set up on their phone. Others did not have the QR code readers installed on their phones.

Regardless, Convergence was a huge success for Torrential Data, delivering 50 percent more leads than expected from the Expo. And while the jury is still out on the final results coming from the QR Code promotion, the team learned valuable lessons to apply for the next trade show.

Are you using QR codes successfully? Add a comment below or send me an e-mail and let's share the knowledge.

Posted by Barb Levisay on April 05, 2012 at 11:57 AM


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