Embed Size (px)
DESCRIPTION
Citation preview
QR Code Campaign Analysis of London Market
(March/April 2012)
Dave Marutiak
Chiswick
8/4/2012
2
Marks & Spencers
March 9, 2012 Independent
• Indigo Woman’s Collection
• Various papers mid-March
• Call to Action – mobile web site
• Full campaign over 5K scans
3
Marks & Spencers (April 5th Evening Standard)
• Home Event ad
• Call to Action – scan to browse and buy our Home range
• Over 800 scans
• Maxi Dress ad
• Call to Action – scan to browse and buy our una range
• Over 1288 scans
4
Marks & Spencers (April 5th Evening Standard)
• Tennis outfit ad
• Call to Action – scan to browse and buy our M&S Woman range
• Over 464 scans
• Blue Dress ad • Call to Action – scan to browse
and buy our una range • Over 1288 scans (same as the
Maxi Dress ad – interesting comparison.. Same people?)
5
Skype UK - Job Opportunities
• Good comparison case – Skype ran the same ad in the Metro
and E/S on the same day, same placement in the classified section looking for new employees in the UK
– The E/S small classified ad brought in only 33 scans
– The Metro small ad brought in 54 scans, a 66% higher engagement rate
– For comparison, the same sized classified ad for cycling in Cornwall got 22 scans that day
• Then the next day they ran a quarter page color ad in the E/S with a full page article wrapper around it • That ad brought in 43 scans, even
though it was much more noticeable • Still got less engagement than the
much smaller and out of the way Metro ad above
6
Restaurant Examples – Toby Treats
• Toby Carvery restaurant offer in the Metro on 3/28/12 – Two meals for 10 quid with a coupon
– Bottom page, full width of the page
– QR Code printed inside the coupon segment
– Call to action – visit web site and get on mailing list
– Website was full desktop version though
– Had over 1130 scans on that run alone
– Over 16,000 scans on the code since November
7
Real Estate Examples
• Bellway offered 5 properties in the E/S on 3/28/12 – Full page ad
– Code use varied by the property
– Codes themselves were quite small, but very scannable
– Properties received between 15 and 35 scans each
– Same codes had a lifetime traffic about double that
• Aitch offered 3 properties in the same E/S issue – About 1/3 page ad
– Code use varied by the property
– Codes themselves were larger than Bellway’s
– Properties received between 10 and 22 scans each
8
Other Paper Examples
• Santander front page ad
• City AM April 3rd
• Color code, no brand
• Call to action: Watch this video
• Jackson-Stops estate ad
• Richmond Paper March 28th
• One per property
• Call to Action – none
9
Previous Wowcher.co.uk daily deal Go to desktop website – ~40-60/Ad
• 1/3 page ads • QR code on upper or lower right • Continuously running in paper • Call to action – Scan me! • 50% more responses with that, aided by the proximity to URL
10
Current Wowcher.co.uk daily deal
• 1/3 page ads • QR code on upper or lower right • Continuously running in paper • Call to action – Scan me! • Sends to website • Reusing same code for a total of almost 5,000 scans so far • Heavily dependent on the offer in ad
Hair care ad
Previous Marks & Spencers Dine in for Two
• Placed across both Metro and Evening Standard across multiple weeks and months
• Consistent traffic across multiple placements and paper editions gives a great total response
• Clear call to action: download menu
• Total user scans - 14,582
13-Oct-11 Metro 1194 scans
28-Oct-11 Metro 1060 scans
10-Nov-11 Eve Std 2164 scans
24 and 25-Nov-11 ES and Metro
1189 scans
08 and 09-Dec-11 ES and Metro
927 scans
Current Marks & Spencer's Dine in for Two
• Placed across both Metro and Evening Standard across multiple weeks and months
• Consistent traffic across multiple placements and paper editions gives a great total response
• Clear call to action: download menu
• Total user scans - 26,629
13-Oct-11 Metro 1194 scans
28-Oct-11 Metro 1060 scans
10-Nov-11 Eve Std 2164 scans
24 and 25-Nov-11 ES and Metro
1189 scans
08 and 09-Dec-11 ES and Metro
927 scans
13
Conclusions
• M&S continues to dominate the London papers
• Real estate agents are coming on fast, using them in many papers and across many ads
– Small numbers of scans for large purchase items
• Patterns starting to emerge across multiple days and multiple ads in the same day
– Food deals still way outpace the clothing ones
• Advertisers are using them in all the free papers now, even the local weekly ones
