QR Codes & Your Marketing Mix

Quick Response codes, or QR Codes, can enhance your marketing campaign in multiple ways — from increased engagement with your brand’s message to collecting consumer data to enabling them to easily contact you or make a purchase directly from their phone — QR codes ultimately allow your consumers easy access to your products or services.

QR codes, similar to other marketing tools, not only need to be strategically placed on different communication channels such as product packaging, direct mail pieces, Point-of-Purchase displays and print ads, but they also need to have valuable content on their landing pages in order for them to be beneficial to your brand’s marketing mix by keeping your consumer engaged with your brand’s mobile message.

Today, we’re going to share with you a few tips on how to ensure your QR codes not only increase engagement, but also increase your campaign’s response rate as well.

Try personalizing your Quick Response Code landing page by embedding a personalized URL into the code on your next direct mailing. Just like Variable Data Printing, there is the option of “Variable QR Codes.”  This means, when you send out a direct mailer and the recipient scans the code you could welcome them with a “Hi ” and offer relevant information and special discounts that directly pertain to the recipient and their buying habits.

Personalized QR codes can be produced by using a combination of your consumer databases, personalized URLs and mobilized landing pages.  But, just as with VDP, your consumer database needs to be well-managed and maintained so it can be segmented and used for individualized communication between your brand and the recipient.  It’s important to note that about 20 percent of your database’s information will become out-dated after one year.

Use your QR code for directions to your establishment. Location-based marketing is an increasingly important factor in marketing.  When delivering flyers, mailers or post cards to the potential consumers in your area, consider using a QR code to offer directions to your establishment.  Once the user scans the code they can be immediately given information on how to contact you or get to your business. 

Place QR codes on a POP (Point-of-Purchase) Display. This form of QR code use is perfect for products placed in a retail environment.   Not only will the POP display enhance and draw attention to your products, but it also enables you to offer additional product information or even a special discount for the people who scan your brand’s code. Multiple studies show that on average the main reason a person is most inclined to scan a code is when they know they will be offered some sort of special discount or offer.

Finally, QR codes can also allow the user to make a purchase directly from their mobile device or simply collect consumer information by offering email and contest sign ups that ask for information for the mobile site’s visitors.  About one in five people who scan a code will ultimately make a purchase, it is because of this that your choice in a landing page needs to be well thought and be as personalized as possible in order to get a purchase or a response to your call-to-action.

Quick Response codes are an excellent way to transform your printed messages into interactive communication between you and your potential consumers.  How are you using QR codes in your marketing mix?


Timothy Freeman


Print & Graphic Communications Association 



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