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| (Photo courtesy of Wikimedia Commons) |
So, if you’re toying with the idea of addinga QR code to your next direct mail
campaign, here’s what you need to know:
QR Codes Work
There is still some debate as to the effectiveness of QR
codes. Some say they don’t pull in the numbers, others say they do. What’s
causing the controversy? Many direct marketers aren’t using the technology
correctly. However, when QR codes are smartly placed and properly used, the
results speak for themselves. A 2013 report
from ScanBuy shows 6.7 million scans in just one month.
They’re Not Limited to
Retailers
Sure, QR codes are great for retailers. You scan, you get a
coupon, BAM. Your chances of turning a prospect into a customer just
skyrocketed. However, that’s not the only industry
that benefits from the use of QR codes. Restaurants, such as The Melt, are now
using the tech to allow their customers to quickly place an order. They scan
the code as they walk in and before they are seated their order is already on
the grill.
The use of QR codes even extends as far as the big screen. Producers
used QR codes to help promote the 2010 movie Inception by placing them on t-shirts, posters, and other
merchandise for consumers to scan. The code took them to website titled ‘What
is Dream Share?’ - a page specifically designed to add intrigue and suspense
prior to the big release date.
But There Are Limits
Ok, let’s get something straight here. QR codes can be great, but they do have their
place and that place is not on the side of a speeding bus. How could anybody
scan a code if it’s flying by them at 45 mph? Nor does it pay to place one on a
poster in a subway station, where mobile service is questionable at best. Always
keep accessibility in mind, and use the same logic when considering placement on your postcards and mailers. You won’t
see any gain if your prospects can’t access the code.
With a well-considered strategy, QR codes can provide a
wealth of opportunity you otherwise may have missed.
What’s your take? Have you come across any particularly
innovative or creative QR codes? Tell us about it in the comments!
