In this presentation, interlinkONE's Jason Pinto demonstrates ways that companies can take advantage of the 2012 USPS Mobile Barcode Promotion. The USPS is offering a 2% discount to companies that include a QR Code on their mailers in the summer of 2012. There are specific requirements this year: - The QR Code must either point to a mobile landing page - OR, it must point to a mobile commerce page.

1. How to Use QR Codes and Mobile
Websites to Take Advantage of
the USPS Promotion
 Presented by interlinkONE
 May 22nd, 2012

2. Two Big Requirements This Year
 Personalized QR Code & Landing Page
or...
 QR points to Mobile Commerce Functionality

3. Two Big Tasks for You!
 How to do this technically
And…
 How to do this successfully from a marketing/ROI
standpoint

4. Today’s Overview
 QR Codes and Personalized URLs
 Building Mobile Websites
 Mobile Commerce

6. QR Codes + Personalized URLs

7. Generating a QR Code
 Most of those options will NOT allow you to:
 Create QR Codes in bulk
 Track the scans
 Modify the destination URL after it’s been created

8. What You May Need
 Bulk Generator
for QR Codes
 PURL solution
integrated with QR
Codes

9. PURL/QR Effort: Checklist
 Create the campaign
 Create the landing page for desktop viewing
 Create the landing page for mobile viewing
 Upload contacts, create PURLs
 Export PURLs
 Import PURLs into a Bulk QR Code generator
 Download Personalized QR Codes
 Map & Print QR Code on appropriate mailer

10. Mailing List with PURLs
• Upload Your Mailing List
• Generate the PURLs
• Export the list, including the PURL

11. Find Bulk Generator

12. Map the PURL to the QR Generator

13. Export PURL/QR Code Files

14. Returned Files for Printing Process
Contents of the Zip File: Personalized QR Code Images
Your Mailing List: with QR Code Image File Name Appended

15. Remember! Create Sample PURLs
“If mobile personalization is used, at least two samples
must be submitted demonstrating that the web addresses
are unique to each recipient.
All mailings are subject to standard acceptance and
verification procedures and may be inspected for use of
the mobile barcode.”

16. Tip: Measure QR vs. PURL
 If your mailer will contain a printed PURL plus a
personalized QR Code, you should track them
differently.
One way to do this --- unique URLs:
 http://JohnSmith.Example.com
 http://JohnSmith.QR.Example.com

17. Tip: Include White Space/Padding
 Include White Space/Padding

18. Tip: Add Instruction Text

19. Tool for Bulk QR Codes
http://QReateAndTrack.com

21. Mobile Site Requirement: Good!
=
Source: http://www.flickr.com/photos/23844524@N03/5002051362/

22. Mobile Friendly vs. Optimized
 A mobile-friendly website means that the webpage is
formatted to fit within a Smartphone screen. Mobile-
friendly sites do not qualify for the promotion discount.
 A mobile optimized website is a different version of the
webpage that is designed specifically for small smartphone
screens.
 More compact layout
 Less copy
 Less use of images
 Streamlined navigation.

23. Options for Building a Mobile Website
 Web programming
 HTML, CSS, jQuery Mobile
 Use a Mobile Website Builder
 Look for:
 Ease of Use
 Reporting Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/
 White Label Options?

24. Mobile Website Goals
 Quick Loading Time
 Easy to Read
 Easy to Interact With
 But Still Relevant
And Useful!

25. Key Thoughts Before Building
 Treat the needs of the “on-the-
go” user differently than those of
a desktop/laptop browser.
 On-the-go or in a rush
 Extremely interested in the offer
– help them take immediate
action.

26. Personalization Options
 Prior Behavior
 Life Stage
 Segmentation
 Demographics

27. Best Practice #1
 Analyze Your Audience’s Needs – and Your Goals!
Photo Credit: http://www.caxiamgroup.com/blog/approach/user-personas-a-must-have-in-web-design/

28. Best Practice #2
 Content: Prioritize and Simplify
Photo Credit: http://www.flickr.com/photos/nicmcphee/

29. Best Practice #3
 Simplify Forms: Limit Use of Open-Ended
Questions, # of fields in general.

30. Building a New Mobile Website
 “Copy and Paste” function will save time… but do not
bring over everything!
 Images may need to be cut down to specifically for the
mobile website
 Make calls-to-action prominent!

32. No doubt: Mobile devices involved
in shopping process

33. Will people buy on their phones?
“41% of smartphone owners have made a purchase
from their phone”
Of that 41%, here’s what they bought
16% bought apparel 15% food and beverages
11% toys and games 11% electronics
8% home goods 4% sporting goods
4% books 3% jewelry
8% other products
Source: http://www.internetretailer.com/2011/06/15/irce-2011-report-more-mobile-
devices-means-more-shopping

34. Kohl’s: Shop from Your Phone

35. 1-800-Flowers

36. How to Help Clients with Mobile
Commerce & this Promotion
 If they already have an online storefront:
 Check if it’s mobile-optimized
 If so, you can generate and track a QR Code that points
to the mobile storefront URL.

37. If they have a mobile storefront…
 To satisfy the USPS requirements, the QR Code should
most likely point to a specific page inside the
storefront, as opposed to the storefront home page.
 Examples:
 QR Code points directly to a product’s page
 QR Code points to a Product Category page
 This will most likely be a long URL. Thus, make sure it
gets shortened first!

38. Pointing QR Code to Product Page

39. How to Help Clients with Mobile
Commerce & this Promotion
 If they have an online storefront, but it’s not
mobile-optimized:
 Option 1: Build a micro-site/mobile-storefront that’s
specific to the products mentioned on the direct mail
piece.
 Option 2 (Much bigger): If they have a lot of
products, build a mobile-website for their entire
storefront.

40. Option: Integrate External
Checkout Service
 You would build the mobile website / landing page for
your customer.
 Include their logo, image of the products listed on
mailer.
 Include “Checkout” button that uses a service to
handle the financial transaction.

41. Google Checkout: Mobile Option

42. PayPal: Express Checkout

43. Thank you!
Do you have more
questions?
http://ilnk.me/USPS2012