Using QR codes as part of your offline marketing strategy

What is a QR code? QR stands for quick response, and they are the strange square with lots of random print usually black in that you scan with your mobile phone. QR code system was invented in 1994 by Masahiro Hara who worked for a Japanese company done so waved. Inspired by the pieces on the go board original purpose of the QR code was to track vehicles during manufacturing. It also had a benefit in terms of high-speed component scanning.

Where do we see them?

The QR code has been around for some time but has had a recent surge in popularity during the pandemic as it enabled touchless transactions. Businesses and venues were able to impart information on a poster or banner for customers and visitors through them simply holding their phone in front of the code avoiding physical contact.

What information is in a QR code

Depending on the location, the code could give out the following information:

• Phone numbers
• Email addresses
• Welcome messages at conferences or events URLs – taking user to a website or specific webpage

The final method of importing information is the one that is so critical in off-line marketing strategies. With GDPR considerations, it can be difficult for businesses to obtain the data and information of potential customers. If they arrive at a venue or location and scan the QR code, then they can opt to go further in that process. The chances are if they have arrived at a specific place and they are interested enough to scan the QR code, then a business or organisation that has presented that code as a prime opportunity to take that individual wherever they want them to go on their sales journey. It instantly provides information about product or service with the added benefit of engagement through a mobile phone device which is where most users view online content.

How to measure marketing benefits of QR codes

If you send scanners of the QR code to a bespoke landing page or signup page on a website, then it can have a unique URL matched to that code which enables the business to measure success. They could also be used for a specific discount or promotion that could come through your social media. Rewards for repeat business often imparted through QR codes. Locations that fall into the hospitality industry such as bars, restaurants, hotels, and cafes can entice repeat business through a discount on a QR code. It also gives them another way to mine data about footfall and decide which location of the physical premises was most successful during that campaign. For example, was it the leaflets on the counter in an up stand? Or did they find visitors were more likely to scan a QR code on the menu.

You can see the possibilities of having multiple QR codes on display in one physical location all of them measuring the success of the same discount offer broadcast through different off-line strategies.