One of the first QR codes I remember seeing was on a 6 foot by 8 foot political campaign sign. Quite honestly, it made me scratch my head a bit. Did they really expect me to stop my car, get out and scan this huge QR code with my smartphone? I think not.
Since then, the QR code has become commonplace in print ads, catalogs, magazines, and direct mail.
What can a QR code offer your direct mail?
Turns static into interactive. Adding a QR code to your direct mail can turn your static communication into a more personal, one on one communication. You might think that’s accomplished with a URL, and you’re right. The difference is your smartphone is likely handier than your computer and is easier than typing in a URL.
Allows you to get personal. The QR code gives you another level of personalized communication with your customer or prospect. Assuming the information is relevant to the receiver, you can raise the chance your prospect will use your coupon, answer a survey, sign up for your newsletter, or purchase your product.
Improves tracking. You can analyze which QR codes are being scanned the most to determine what offers are working best. QR codes also allow you to track in which geographical area they are being scanned — information that can be useful when developing your next campaign.
Drives results. QR codes provide a method for immediate, impulsive action not typically available with direct mail. As long as you direct your mail recipient to a landing page or micro site that is easy to navigate, personal, and relevant … you could see a significant lift in response.
The best advice for an effective QR code campaign comes from Target Marketing Magazine:
Put yourself in the shoes of your target fan and ask yourself:
- Would you bother pulling out your phone for your campaign?
- Would you be happy with the pay off?
A little bit of time and thought can create a truly successful campaign with help from the QR code.
