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QR Codes: A New Kind of Call to Action in Print Marketing

tags Direct Mail CRM & Analytics Multichannel

When it comes to marketing strategies, staying ahead of the curve is essential to capture the attention of your audience. One innovative tool that has emerged as a powerful call to action in print marketing is the QR code. QR codes, short for Quick Response codes, have transitioned from being a mere novelty to a dynamic and interactive marketing tool. QR codes are considered the new call to action in print marketing. Today, we’ll provide practical insights on how to incorporate them effectively.

The Evolution of QR Codes

QR codes were first created in the automotive industry in Japan in the 1990s to track parts during the manufacturing process. Fast forward to today, and these seemingly simple square patterns of black squares on a white background have become an essential feature of modern marketing.

Over the past couple of years the adoption of QR codes has accelerated in ways few could have predicted. With the need for contactless interactions and a heightened focus on safety, QR codes found themselves in a prime position to shine. Here's a glimpse of how QR codes evolved since the pandemic and a few examples of how they are currently shaping print marketing all around the world. 

Restaurant Menus and Ordering:

The pandemic prompted a rapid shift toward digital menus accessed via QR codes. While this trend has continued and diners can scan a QR code to view a restaurant's menu, place orders, and make payments. We're also seeing diners being given the option as to whether or not they want to experience a QR code or a printed, tangible menu. This in turn has optimized the diner's experience by allowing them to use what they prefer. Also, we're seeing printed menus utilize QR codes to add experiential elements like video and more to what was historically a static experience.

Loyalty Programs Sign-Ups:

QR codes have become a powerful tool for customer engagement and loyalty program opt-ins. Customers can easily join loyalty programs by scanning QR codes at retail stores, coffee shops, or e-commerce websites. This approach not only simplifies the sign-up process but also provides companies with valuable customer data for personalized marketing efforts.

Website Linking:

QR codes remain a popular means of linking physical and digital experiences. Companies use QR codes on print materials, like brochures, posters, and product packaging, to direct consumers to specific landing pages, product information, or interactive experiences.

Incorporating QR Codes into Print Marketing

Now that we understand why QR codes are so valuable, let's explore how to incorporate them effectively into your print marketing campaigns and collateral.

Create a Clear Call to Action:

The success of QR codes in print marketing hinges on a clear and compelling call to action (CTA). Clearly instruct your audience on what they can expect when they scan the code. For instance, "Scan to watch our latest product demo" or "Scan for an exclusive discount."

Design Integration:

The design of your QR code should seamlessly blend with your print materials. Customize the QR code to match your brand's color scheme and aesthetic. Avoid placing QR codes in cluttered or hard-to-spot areas; they should be easily noticeable.

Provide Value:

Ensure that the content linked to the QR code provides real value to the consumer. Whether it's access to informative articles, exclusive discounts, or entertaining videos, the content should be relevant and engaging.

Test and Monitor:

Before launching your print marketing campaign, thoroughly test your QR codes to ensure they work flawlessly. Additionally, use analytics tools to monitor the performance of your QR codes. Track scan rates, conversion rates, and other relevant metrics to assess the campaign's effectiveness.

Incorporate QR Codes in Various Materials:

Don't limit yourself to just one type of print material. QR codes can be incorporated into brochures, flyers, business cards, posters, and even product packaging. Consider the specific context and target audience for each material to optimize your QR code usage.

Embrace the QR Code Revolution: Elevate Your Print Marketing with Baesman Group!

QR codes have evolved to meet the dynamic needs of businesses and consumers, their ability to provide a seamless transition between physical and digital experiences ensures that they remain a powerful call to action in the ever-changing landscape of marketing. Whether you're dining at a restaurant, signing up for a loyalty program, or accessing interactive content through print materials, QR codes are here to stay, offering a bridge to a more connected and convenient future.

Ready to elevate your print marketing strategies? When collaborating with customer engagement experts like Baesman Group, you can be confident in the success of your print marketing campaign. Let’s talk!

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