Print Marketing: Maximize Engagement and Sales with QR Codes

estimated reading time: 7 minutes

What is a QR Code?

Invented in 1994 by Japanese engineer Masahiro Hara, a QR code (short for "Quick Response" code) is a type of barcode that offers a convenient way to store and access encoded data. QR codes can be quickly read using a scanning device, such as a smartphone that has an app for viewing and processing the data.

QR codes are extremely popular for marketing because they can provide the user with immediate access to a webpage, video, promotional offer, social media profile, PDF, contact form, customer testimonials, or any other digital destination. Scanning a QR code is much quicker and more convenient than typing a URL into a browser or performing an online search.

Whereas traditional barcodes store data using a series of parallel lines, QR codes store data using a square-shaped grid. Because a QR code is two-dimensional, it can store much more data than a standard barcode.

The Anatomy of a QR Code

The grid of a QR code contains an array of data cells, which are usually comprised of small pixel-like blocks or dots. A QR code also contains a larger module in three of its corners. These are typically located in the top left, top right, and bottom left corners. Known as "finder patterns", these three corner modules help define the boundaries of the QR code so a scanning device can quickly locate and orient to it properly.

There is also a small square located within the data cells, usually near the bottom right corner. Known as "alignment patterns", these squares help ensure the QR code can still be read even if it's distorted or viewed at an angle.

Though most QR codes are created with the conventional color scheme of black and white, they can also be printed in various colors. Regardless of the color(s) used, it is essential that QR codes have high resolution and good contrast against their background.

It is also important that the QR have a "quiet zone" around its perimeter. Surrounding the QR code with blank space - typically white - helps to clearly separate the code from any nearby images or text. Having this buffer zone ensures the QR data can be decoded without any interference.

Static QR Codes vs Dynamic QR Codes

The data embedded in a Static QR code is fixed information. Once created, scanning the code will only lead to the destination originally assigned to it. The data link cannot be changed. Static QR Codes can be generated free of charge and are readily available. As such, they are good for general purpose use. However, Static QR codes lack detailed tracking capabilities.

A Dynamic QR code will redirect to a URL managed on a server. This allows the code's destination to be updated without changing the QR code itself. The ability to make updates in real time provides an ideal solution for companies with evolving needs. In addition, Dynamic QR codes can provide valuable analytics for tracking a campaign's performance, such as the number of scans, the time and location of the scans, and the devices used. Dynamic QR codes usually require a fee and/or an ongoing subscription but they are still a good value when weighed against the advantages they offer.

7 Benefits of using QR Codes in Print Marketing

When added to brochures, catalogs, or other marketing literature, QR codes can greatly amplify the level of customer engagement, leading to more inquiries and sales. Below are some of the primary benefits of incorporating QR codes into your print marketing campaign:

1. QR Codes add an Interactive Experience

QR codes provide a simple way for current and potential customers to actively interact with your brand. By scanning the QR code printed on a brochure, postcard, or other marketing piece, consumers can access a variety of digital experiences. For example, a QR code can lead to a company's social media profile, show additional information about products or services, link to a demo video, display a sign-up form, provide directions to a retail store, and so on. Basically, a QR code can guide people to whatever information you deem important to the selling process.

2. QR Codes Encourage Immediate Action

Traditional calls-to-action on printed marketing pieces typically require people to perform a task, such as entering a URL into a web browser or dialing a phone number. QR codes, on the other hand, provide almost immediate access to this information. A quick scan with a smartphone is all it takes to visit a webpage or initiate a phone call. The instant connection provided by a QR code is also great for presenting a limited time offer or motivating people to register for an upcoming event.

3. QR Codes Reinforce the Marketing Message

By printing QR codes directly onto promotional literature, customers gain easy access to information that supports the marketing message and helps them make an informed buying decision. For example, a QR code could link to in-depth specifications about products or services, demo videos, customer testimonials, case studies and customer success stories, virtual tours, sales and special discounts, FAQs, certifications and awards, or any other compelling content that helps demonstrate value, build confidence, and establish trust.

4. QR Codes Boost Conversion Rates

As mentioned at the beginning of this article, QR stands for "Quick Response." By providing a super quick link to supplemental information, a special deal, or something else of value to customers, QR codes make it super convenient to engage with your brand. Customers absolutely love things that help save time, reduce effort, and avoid frustration. Needless to say, the more convenient a business can make an interaction, the better the chance for high customer satisfaction and the willingness to engage. Another recommendation for increasing scan rates and boosting conversions is to clearly state where scanning a QR code will lead, such as "Scan to claim your 30% off coupon" or "Scan to see a 40-second product demo."

5. QR Codes can Track Performance

Unlike digital marketing, print marketing doesn't automatically track user interactions. So it can be difficult to determine how many people saw your promotional offer and then took action as a result. However, QR codes, especially Dynamic QR codes, can help in this regard. Dynamic QR codes redirect all scans to a tracking platform, capturing detailed metrics such as how many people scanned the code, when and where they scanned it, as well as the device they used. By analyzing this data, especially when using A/B testing, companies can better understand the preferences of their audience and adjust their campaigns accordingly.

6. QR Codes Fit Neatly into a Print Layout

Even though QR codes can store a great deal of information, they have a relatively clean and simple appearance. The size of a QR code is also scalable, which allows the code to fit neatly into the layout of your print materials without cluttering the design. Plus, QR codes can be made in a variety of color schemes, as long as the chosen color(s) offer good contrast. In most cases, a small logo can even be added to the center of the QR grid to add visual appeal and reinforce brand identity. By the way, it is recommended that a QR code be tested using several different devices to ensure it functions as intended.

7. QR Codes are Very Cost Effective

Static QR codes can be created free of charge. Dynamic QR codes, though not free, are still a good value because of the flexibility and tracking capabilities they provide. Also, because QR codes direct people to online content, this linked content can be updated without having to update the physical marketing pieces, thus saving the expense of reprints. Plus, by using a QR code to link to online content, the amount of information that needs to be printed on the physical copies can often be reduced, thereby lowering the amount of ink and paper needed for the print project.

Color Vision is always ready to assist with your Custom Printing needs!

If you are looking for custom printed catalogs, brochures, flyers, postcards or any other marketing pieces, be sure to get in touch with Color Vision. We built our strong reputation in the printing industry by offering quality printing at affordable prices!

As a full service printer, we offer both offset and digital printing services. This allows us to assist with just about any type of printing need you may have.

So if you have an upcoming print project, use our easy Quote Request form to send us your specifications and we will be happy to email a quote to you. Or, if you prefer to discuss your project by phone, we can be reached at 800-543-6299.

As always, we look forward to assisting with your next print project!