Digital marketing is growing quickly, but printed materials like brochures and business cards are still effective because they can be felt. Marketers keep print relevant by incorporating digital trends like QR codes.
QR codes are the small square barcodes you can scan with your phone. They make print more interactive by connecting people to online content. They’re also convenient because users don’t need to type in web addresses, and the linked content can be updated anytime without changing the print material. For example, a business card with a QR code can link to someone’s online portfolio or LinkedIn profile, providing more information than just the card itself.
Through QR codes, printed materials have become a more complete and engaging experience for users.
The Rise of QR Codes in Print Marketing
QR codes started out in the 1990s as a way to track car parts more efficiently than traditional barcodes. Over time, they’ve evolved into a powerful marketing tool.
Today, they’re everywhere, and most smartphone cameras can scan them. When you scan one, a link pops up on your screen that takes you to a URL. This makes it easy for people to place orders, get special offers, or interact with a brand’s digital content.
This is why QR codes are perfect for enhancing printed materials like brochures, flyers, postcards, and infographics. Instead of just reading static information, people can access more engaging content online. A brochure might have a QR code that takes you to a video demonstrating a product, or a postcard could have one that leads to a discount offer.
From grocery store shelves to industry trade shows, QR codes are becoming something customers recognize and use more often. Consider these stats from coolest-gadgets.com:
- 84.62% of people have scanned a QR code at least once in their lifetime.
- The QR code coupon redemption market is on track to reach $5.3 billion globally by 2025.
- QR code scanning in marketing and advertising increased by 323% in 2023.
As people get more familiar with scanning QR codes, they become a more powerful tool for marketers to drive curiosity and interaction with their brand.
Why Use QR Codes?
Blending Physical & Digital
By integrating a digital element into a physical asset, these codes create a well-rounded brand experience. The reader gets to hold something in their hand (brochure, flyer, etc.) to learn about your company, then they can transition into a digital space to subscribe, order, follow you on socials, or whatever action you’d like them to take.
A More Interactive Experience
Interactive content makes for a more engaging and memorable brand experience. Readers can’t watch a promotional video or subscribe to a newsletter with a simple brochure, but if there’s a QR code on the back, they can.
Real-Time Updates Without Reprints
Reprinting marketing materials costs a lot of money and ink. Perhaps the biggest cost benefit of QR codes is that the content they link to can be updated whenever needed—and you don’t have to reprint anything. You keep the digital side of your campaigns fresh and dynamic while the print stays evergreen.
Eco-Friendliness
Customers are paying more attention to how businesses approach sustainability. Eco-friendly practices are both expected and appreciated, and with QR codes in print marketing, your company proves its commitment to environmental stewardship. Minimal reprints, no need for printing additional materials that can be displayed digitally.
Creative Ways to Use QR Codes in Print Marketing
- Business Cards – The usual business card with a name, title, email, and phone number can be pretty boring. Add some flair and showcase what you’ve achieved with a QR code that links to your LinkedIn profile, professional portfolio, or company website. This takes networking to a whole new level!
- Flyers & Posters – Planning an event or advertising a product? Include a QR code on your advertisement so readers can sign up to the event or watch a product demonstration.
- Product Packaging – Your interaction with the customer doesn’t end once the product reaches the doorstep—far from it. With a QR code right on the packaging, you extend and enhance this interaction by giving the customer easy access to tutorials, user manuals, or offers on similar products.
- Brochures – After they’ve learned about your company, incentivize your readers with a QR code that promises exclusive discounts or engaging videos.
- Postcards – These are a great way to remind current customers of your brand. QR codes can be used on postcards to offer a discount on a product/service or let the reader schedule an appointment.
Best Practices for Integrating QR Codes Into Your Marketing
QR codes might be a simple way to spice up your printed materials, but that doesn’t mean you can slap them anywhere and call it a day. Here are a few best practices to keep in mind for using QR codes in print marketing:
Ensure High Contrast & Readability
Your code should be easy to scan, which means as soon as the reader holds up their smartphone to it, the link appears. High contrast between the code and the background you put it on—typically black on white—improves how well it works. If you’re printing on a large flyer or poster, make sure the QR code is big enough that people can scan it from far away.
Make Sure Your Landing Pages Are Mobile-Friendly
Most QR scanning is done on smartphones, so if you’re directing the reader to a landing page, make sure it’s optimized for viewing on mobile devices. That means fast loading times, responsive designs, and concise messaging that fits smaller screens and caters to the casual scroller.
Include Calls to Action
Don’t assume everyone who comes across a QR code knows what to do with it. In the call to action you place next to, above, or below the code, mention scanning with their smartphone. It also helps to give a hint about where the link will go, enticing the reader with possibility and boosting engagement rates. Here are some examples:
- Scan me with your phone for exclusive offers!
- Scan the QR code to check out our latest video.
- Scan this code to see our product in action.
Measure Engagement
QR codes can be linked to tracking platforms like Bitly. These platforms will show you scan rates, user locations, device types, and more. Measuring how well your QR codes are performing is an important part of any marketing strategy. It provides the data you need to tweak your campaigns, learn more about your audience, and evaluate ROI.
Case Studies: QR Codes in Action
L’Oreal
L’Oreal partnered with Glamour to use QR codes in taxis, inviting riders to explore products while stuck in traffic. The codes sent customers to product pages as well as video demonstrations, increasing L’Oreal app downloads by 80%.
VivoCity
Singapore’s largest mall, VivoCity, launched a massive sale with a dose of creativity. They used adorable mascots disguised as walking QR codes that entered people into a giveaway. Over 8,600 scans were recorded, and customers had to follow VivoCity on Facebook to participate, boosting their follower count by 4,500.
Overcoming QR Code Challenges
- Relevance – Align your QR code content with the needs and interests of your readers. If your poster is focused on an upcoming event, don’t send the customer to a video showcasing a random product, for example.
- Privacy & Security Concerns – Digital security is a huge priority. Communicate with your audience about how any data collected will be used and make sure every linked page is secure. Transparency equals trust, and trust equals engagement.
The Future of QR Codes in Print Advertising
QR codes are little pixelated squares that pack a big punch—a punch that’s only going to get bigger in the coming years. They’re evolving from simple links to fully immersive experiences. Here’s how:
- Increased Personalization – In the near future, QR codes will deliver more personalized experiences for each user based on their preferences and past brand interactions.
- Augmented Reality – Imagine looking through your smartphone and seeing a 3D model of a product right in your living room. With the integration of augmented reality (AR) and QR codes, this is becoming more common. It allows users to go far beyond the page margins into an exciting digital world.
- Frictionless Payments – Thanks to QR codes in print materials and product packaging, customers don’t have to wait in long checkout lines, mess with cash, or even pull out their credit cards. A code can be scanned for contactless payment, taking the customer to a checkout page, banking app, or mobile wallet. Plus, businesses won’t have to invest in as many checkout terminals.
Add a Portal to Your Print With Abstrakt Marketing Group
At Abstrakt Marketing Group, we know brochures, sell sheets, infographics, and other forms of marketing collateral are the perfect places for QR codes. When we create one of these deliverables for you, we can integrate a code that takes readers to your website, landing page, social media profile, and more. Our team embraces the value of both print marketing and digital elements, fusing the traditional with the modern in one cohesive piece that inspires and engages. Connect with us today, and let’s create something amazing together!
