400 drones formed a QR Code over Austin’s sky during this year’s South By Southwest Festival to promote the Paramount+ sci-fi original series ‘Halo’ which linked to the trailer of the series when scanned and created an instant buzz among the people in the city. This is only one of the many drone QR Code advertisements that left the audience in awe. It’s a massive marketing stunt that has been trending recently. While QR Codes are not new technology, they are becoming omnipresent, especially in print.
Origin of QR Codes
The Quick Response Code was developed by Toyota in 1994 to track vehicles during manufacturing. The Quick Response system became popular outside the automotive industry due to its fast readability and greater storage capacity compared to standard UPC barcodes. The QR code has become one of the most-used types of two-dimensional code. 76% of consumers have scanned a QR code at some point.
Resurgence of QR Codes
While this technology has been lurking for awhile, QR codes really found their fame during the COVID-19 pandemic as a “touchless” system to display information, show menus, or provide updated consumer information. Local television stations began to utilize QR codes on newscasts to allow viewers quicker access to stories. They’ve since stuck around and have become a focus of advertising strategy, providing a way to access a brand’s website more quickly than by manually entering a URL. When coupled with a coupon, QR code conversion rates are remarkable. Whether it’s an ad in a magazine, postcard, or even a television commercial, QR codes should be included.
Interesting Uses of QR Codes
QR codes have been incorporated into currency, used to establish virtual stores, and are in development for credit card functionality. They are a convenient method of making payments all around the world. They accounted for over 90% of China’s mobile payments in 2021. Some companies in the U.S. and abroad have been selling tombstones with QR codes displayed on them, where the code leads to a virtual grave site of the deceased.
Postage Discounts with QR Codes
QR codes should be integrated into every direct mail piece for a seamless experience. When that QR code provides a direct link to a mobile optimized site, the advertiser can receive a 2% postage discount from USPS. This Mobile Shopping Promotion is available through December 31st and encourages mailers to integrate mobile technologies with direct mail to create a convenient, efficient online shopping experience. Using QR codes, voice assistants, and image recognition to enable customers to shop directly from mail are just a few examples of how interactive print is successfully driving sales.
Static vs. Dynamic QR Codes
Static QR Codes cannot be changed once created and printed. If the link is broken, there is nothing you can do except reprint a new one. Dynamic QR Codes, on the other hand, are editable and can be edited in real time. When you’re launching a direct mail retargeting campaign, Dynamic QR Codes are a must. Generate a personalized QR Code for each address in order to report who scanned, when they scanned, how many times they scanned, and more. Use valuable website info like the contents of a visitor’s abandoned shopping cart to mail them a personalized QR Code that links to a landing page with special offers.
Omnichannel Marketing Using QR Codes
Brad Kugler, CEO/Co-Founder of DirectMail2.0, recently announced that his marketing automation platform now offers the ability to generate static and dynamic QR Codes. “The QR code is probably the most integrated thing that bridges the printed piece with digital marketing because it takes that printed piece and it brings you to that online interaction or engagement instantaneously,” says Brad. “When you have a QR code it opens up the door to engagement, to extending your message; you can deliver additional messages and you can track that engagement, so when you combine it with several other pieces of omnichannel marketing, the goal here is to lift response, lift ROI, lift engagement, whatever you’re going for!”
DirectMail2.0 is a marketing automation platform that lifts direct mail response rates 23-46% through omnichannel marketing. Thirteen integrated digital technologies, now including QR Codes, blend seamlessly with the printed piece to increase your client’s return on investment, prove campaign attribution, and attract new print business. If you’re looking to maintain a competitive edge and offer your clients more, contact [email protected] today.
