Categories: Direct Mail Production
A Quick Response (QR) code is a two-dimensional or “matrix” barcode containing data that can be read by a smart phone using the phone’s camera and a QR code reader application. Once scanned the QR code can direct the user to a URL, dial a phone number, set up a calendar event, direct you to an email address, send a SMS (text message), or provide geo-location (mapping) information. You could consider QR codes as physical hyperlinks produced on any offline printed material to direct readers online.
It seems that direct mailers have shied away from the latest barcode technology in our industry. The majority of QR code users are currently advertisers.
Here’s an example of a QR code on a direct mail piece sent to my co-workers home address. Leave it to Geico to lead the charge with using new marketing technology in the insurance industry! Once I scanned the QR code on the front of the envelope, I was directed to a quote page to respond online. The QR code was also used on the inside letter copy to drive responses. Geico does an outstanding job of integrating online media with their offline channels. Take a look at the back of the envelope, where they listed links to their social media networks. I’ll be interested to see if there’s statistics on usage in the near future for this campaign.