QR Codes (Quick Response Codes) have been around for over a decade but are just now coming into favor with marketers. If you don’t know what a QR code is, rest assured, you have seen them before but have perhaps never noticed them. The first time I saw a QR code was on a magazine, and I just assumed it was there as some sort of distribution code used by the publisher. I remember thinking how odd it looked on the front cover of a national magazine. Then I saw one on a billboard, then someone’s business card at a tradeshow. Soon I realized that it was a direct response tool that was quickly being adapted by some of the largest marketers in the country.
QR Codes were originally created by a subsidiary of Toyota in Japan back in 1994. They were used to track automotive parts. When mobile phones became more sophisticated and started including web browsers and cameras QR Codes became more popular. The patent is actually held by the inventor, Denso-Wave (Toyota subsidiary), but they have chosen not to execute it and thus QR Codes are free for anyone to use.
When a QR Code is scanned by your mobile device (using your device’s camera and a third party application) it gives your phone a command to take some action. For example, a QR code can have your device automatically launch an internet browser and go to a specific URL. QR Codes can be used to automatically send an email or text message, download contact information, or show a location on a map.
During this past holiday season, Sears made major changes to their normal print catalog. The catalog was distributed to millions of homes just like in previous years, but they also added QR Codes next to their products. Users were able to browse the catalog and scan items of interest. When they scanned a QR Code they were shown additional product information as well as reviews and videos. This was a great example of using a traditional medium like print and enhancing it with digital technology.
One of the core aspects of Structural Graphics’ business is direct mail print solutions. However, we have many clients that are seeing the benefits of integrated marketing programs that include one of our high-impact print pieces, as well as a landing page, email, or pURL. There is clearly a space for QR Codes in this mix. It’s not just a new “flashy” marketing technology, but rather, it can play an important role in your campaign.
QR Codes provide an additional method of response for the receiver. They may receive your printed piece but not want to visit a landing page or send in a BRC. If your offer is included in the QR Code, they can scan it in a few seconds and store it for later reference. Here are some of the other benefits of using QR Codes in your direct mail:
– Provide a quick response mechanism for recipient
– Accurate response reporting capabilities
– Attention grabbing, as well as interactive
– Ability to deliver information or an action right on to someone’s device
If you would like to learn more about QR Codes and how we use them in our high-impact printed pieces, be sure to give us a call. In the meantime, you can begin scanning codes to satisfy your curiosity. Blackberry, Android and Apple all have apps for their devices that are QR Code readers. Generally, they are free and very easy to use.
