What is a QR code?

The QR code or ‘Quick Response’ is a two-dimensional barcode that is used mainly to offer web-based information via an offline channel. A text and/or URL are encoded into a QR code that can be printed onto any type of medium. QR Codes are read with a QR Reader or QR Code Scanner that are present today on any smartphone. The code is reconverted in the phone into text and/or a URL that navigates to a specific page. Email addresses, contact information, agenda appointments, SMS messages and phone numbers can be transferred in the same way.

1. Does your campaign need a QR code?

The QR Code is an innovative and measurable tool that is simple and speedy to create. You enter a link and/or text via a QR Generator, usually available for free on a wide range of sites, and this is then immediately converted into a QR code. QR codes can be used for free by the end-user, unlike the fee-paying SMS services, and moreover it costs almost nothing for marketeers. So, a permanent integration of the QR code just makes a lot of logical sense, don’t you agree?

Ask yourself the following questions again: Does the QR code offer added value? And does the integration of QR codes form an obstacle for my ultimate goal? Because from the viewpoint of direct sales, the use of a QR code would mean moving an extra step forward in the sales funnel, which is not to be encouraged.

The ideal context for QR codes:

• Lead generation: QR codes make speedy data capture possible via touch points that are otherwise not so obvious. Examples are out-of-home bannering, postering etc.
• Customer experience (loyalty): QR codes on print media for your client communications can give access to content that is customised for the recipient such as exclusive discounts registrations, loyalty campaigns, etc.
• Product leverage: adding value to the product funnel by offering information that promotes user-friendliness

2. Guaranteed added value for the (mobile) recipient

QR code in Direct Mail: Thanks to the QR code, recipients of direct mail can gain access to a host of highly personalised, dynamic content. Marketeers for their part now have the possibility of capturing data and tracing responses more rapidly. This in turn offers opportunities to increase the ROI of direct mailing. Thanks to personalised QR codes it is also possible to make one-on-one measurements so that follow-up communication can be organised more efficiently.

QR code in mass media: It is also possible to use the QR code to back up print campaigns in order to increase the direct experience. Requests for a discount voucher, registrations for an event, viewing a video (Beware! No advertising messages), access to a poll or survey, votes, etc. All of this also offers added value for marketeers who have hitherto not been able to make a direct link between print and online.

QR code instead of a barcode: QR codes offer the possibility of providing additional information that may be relevant for the end-user. They are already used in stores to provide instant information: promotions, product valorisation, lists of ingredients (for allergies), etc. We also see them on packaging providing (extra) recipes, instructions for use, etc.

3. QR = quick response

As the description says the QR code is a direct response tool that is linked to a microsite, the destination page. Ideally this tool should also be used within your direct marketing strategy. You achieve the quick response by implementing a strong call-to-action that invites users to a microsite where they can gain an immediate advantage or respond directly.

The QR code is an application that enables mobile interaction, driven from print media or other non-digital media. So, you shouldn’t restrict the use this tool to sharing information, or generating traffic to existing channels; the QR code ‘that offers an added value’ can work perfectly within an integrated marketing campaign.

4. Take inspiration: a few examples of the creative use of a QR code:

“Say it with biscuits"

QR code biscuits: a German company offers the possibility of communicating a personalised invitation via home-baked cookies.

“QR code on clothing”

The ‘promo babes’ at the current edition of the Autosalon all have a QR code on their outfits. Visitors were able to immediately obtain more information about a specific product. This had already been used successfully during the MotoGP Race.

 “Virtual shopping in the tube”

The South Korean supermarket chain Tesco created a virtual store in different tube stations under the slogan “Let the store come to the people”. People could do their shopping while waiting for the train by scanning the individual QR codes of products with a smartphone.
View the video

“Branded QR code”

How to convert the black and white 2D square into a more attractive design in order to improve brand awareness.

And so much more … 21 ideas for your QR code