PromoPilot - Blog #Phygital

QR Codes: The Marketing Tool You Might Be Underusing

Tue, 17 Sep 2024 13:12:26 -0600

QR codes often get dismissed as a passing trend, yet they remain a powerful tool in the world of print and promotional products—if used correctly. Many marketers view them as a simple way to link to a website, but with a little creativity and some advanced techniques, QR codes can become an important part of your client's strategy with print and promo. From personalized experiences to data-driven insights, QR codes are far from obsolete. It all depends on the execution.

Here’s how to level-up QR codes in your print and promo projects with redirects, analytics and insights, and personalized experiences.

Why QR Codes Still Matter

Let’s be honest—QR codes have been around for a while, and some people think they’re overrated. But the truth is, they’re rarely used to their full potential. At PromoPilot, we’ve seen firsthand how powerful they can be when paired with the right strategies.

The beauty of QR codes lies in their simplicity and versatility. A customer can scan one with their smartphone in seconds, but where that scan takes them—and what happens next—depends entirely on how well you plan your campaign.

Use Bitly for Tracking and Redirection

One of the biggest missed opportunities with QR codes is the lack of tracking. This is where Bitly, a URL shortening and tracking service, comes into play. By creating custom QR codes with Bitly, you can measure key metrics and even change the destination URL after the code has been printed—giving you more flexibility in your campaigns.

Why Bitly Matters:

Track Engagement: Bitly allows you to track how many times a QR code is scanned and much more, which is essential for understanding the success of your campaign. Marketers (your buyers) value data and helping them to tie that data back to the products you sold them demonstrates not only the value of those products, but also you as a partner.
Change the Destination: Traditional QR codes lock you into a specific URL once printed. With Bitly, you can update the link later, so if your promotion changes, your QR code stays relevant without the need to reprint anything. With the ability to change the destination over time, you can encourage multiple scans by promising new content and digital experiences in the future. For example, imagine you print 1,000 brochures for a trade show with a QR code leading to a product page. A month later, your promotion ends, but you can use Bitly to redirect the code to a new landing page without needing to reprint or redesign your materials.

Enhance Tracking with UTM Parameters

UTM parameters are small pieces of text that you can add to the end of a web link to help track where visitors come from when they click or scan that link. Think of them like name tags for your links that tell you whether someone came from a QR code, an email, or a social media post.

When someone clicks a link with UTM parameters, the information gets recorded in tools like Google Analytics, helping you understand which marketing efforts are driving traffic to your website. This lets you see what’s working and where you might need to make changes.

If data is king, then UTM parameters are its royal advisors. UTM parameters allow you to append extra data to your URLs, giving you detailed insights into how users arrived at your website. By combining UTM codes with your QR links, you can track specific details like:

Source: Where the user found your QR code (flyer, brochure, product label).
Medium: The type of marketing channel (print, email, etc.).
Campaign: The name of your campaign (spring sale, holiday promotion).

Example UTM-Enhanced URL: https://promopilot.io/newsletter?utm_source=brochure&utm_medium=qr_code&utm_campaign=holiday_promo

When users scan the QR code, this URL will be tracked in Google Analytics (assuming it is installed on the destination website), letting marketing pros see exactly which print pieces or promo products are driving the most traffic and conversions.

Personalized Landing Pages with Variable Data Printing

QR codes become even more powerful when paired with variable data printing and personalized landing pages. This technology allows you to print unique QR codes on each piece of material, linking to personalized content such as a landing page that greets the user by name.

How Variable Data Printing Works:

Print: Each QR code is tied to an individual customer or prospect.
Scan: When the user scans the code, it leads to a personalized landing page.
Personal Greeting: Using dynamic tools like Unbounce’s dynamic text replacement, the page automatically greets the user by name or includes tailored offers.

Example:

Imagine you send out direct mailers for a promotion. Each piece has a unique QR code that, when scanned, leads to a page that says, “Hi Sarah! Here’s your exclusive offer for 15% off.” This level of personalization increases engagement, making the customer feel valued.

Dynamic Text Replacement with Unbounce

Unbounce’s dynamic text replacement (DTR) feature allows you to personalize landing pages even further. By adding specific URL parameters to the QR code, Unbounce can automatically replace text on the page to greet users by name or highlight a special offer just for them.

How It Works:

The QR code contains a URL with special text at the end (similar to UTM parameters) like ?name=Sarah&promo=15percent.
When Sarah scans the QR code, Unbounce replaces placeholders on the landing page with “Sarah” and the specific discount.

This turns a generic landing page into a customized experience, making users feel like the campaign was designed specifically for them.

Ideas for Maximizing QR Code Engagement

1. Instant Lead Capture

Instead of sending users to a generic homepage, link to a landing page with a lead capture form. Offer an incentive—like a discount or free download—for filling out the form. Many web form tools also support pre-filling fields using parameters like the ones described earlier. You can use these for visible or hidden fields on your form to further personalize and streamline the experience.

2. Personalized Offers

Create a dynamic QR code campaign where the offer changes based on the user’s location, time of day, or other factors. This makes the experience feel more personal and relevant. You'll need a tool like SiteDetour for this.

3. Social Media Engagement

Link QR codes to a specific social media post, hashtag, or contest. A scan could trigger a pre-populated tweet or Instagram post, encouraging users to engage with your brand on social platforms.

QR Codes in Action: A Case Study

Let’s say you’re a promotional products distributor running a giveaway campaign. You print 1,000 postcards with a unique QR code that leads users to a personalized landing page. Here’s how it plays out:

Tracking: Using Bitly, you track how many people scanned the codes.
UTM Parameters: You learn which print piece (postcard vs. brochure) drove the most traffic to your site.
Personalization: Thanks to variable data printing, each landing page greets users by name, and Unbounce dynamically adjusts the text based on their specific offer.

This level of engagement and tracking helps you not only improve your current campaign but also gather valuable insights for future marketing efforts.

An Important Note:

When discussing strategies like QR codes, personalized landing pages, and tracking, distributors can get stuck on the logistics: Who pays for the software? How much should you charge for setting it all up? These are valid concerns, but they shouldn’t stop you from presenting these ideas to your clients.

In some cases, savvy clients may choose to handle things like landing pages on their own, using their in-house teams. If that happens, you might miss out on the chance to monetize those services. In other situations, you might manage the Bitly account, set up the QR codes, and handle reporting—charging a service fee for your expertise and the value you bring to the table.

The key here is not to get bogged down in the details upfront. At the very least, present these ideas to your clients. If they’re excited about the possibilities, you can work out the logistics later—who handles what, and who covers which costs. Even if they decide not to pursue these strategies, you’ve positioned yourself as someone who thinks beyond the swag and offers thoughtful solutions that enhance the products you sell. That alone can set you apart as a valuable partner in their marketing efforts.

Final Thoughts: QR codes can do so much more!

Some might say QR codes are overrated, but when used with tools like Bitly, UTM tracking, and personalized landing pages, they’re anything but outdated. By crafting compelling brand experiences that go beyond the merch, they can drive engagement, provide valuable data, and create unique experiences that stick with your audience.

So the next time you’re designing a print and promo campaign incorporating QR codes, don’t settle for a basic website link. Use QR codes creatively, combine them with the power of data, and turn every scan into a personalized marketing opportunity.

Unlocking the Power of 2D Barcodes and GS1's Sunrise 2027 Initiative

Tue, 28 May 2024 11:32:06 -0600

In the world of product identification and tracking, the barcode has been a staple for decades. However, as technology evolves, so does the need for more advanced methods of data capture and sharing. Enter 2D barcodes, a revolutionary upgrade to the traditional 1D barcodes that are set to transform industries like retail, shipping, and warehousing.

What Are 2D Barcodes?

2D barcodes, such as QR codes, Data Matrix, and the newly introduced GS1 Digital Link, are capable of holding significantly more information than their 1D counterparts. While a standard 1D barcode can store up to 20-25 characters, a 2D barcode can hold thousands of characters of information. This allows for more complex data storage, such as web addresses, product information, and even images.

GS1's Sunrise 2027 Initiative

GS1, the global organization behind barcode standards, has launched the Sunrise 2027 initiative. This initiative mandates the adoption of 2D barcodes in place of the traditional 1D barcodes by 2027. The goal is to enhance supply chain efficiency, improve product traceability, and provide consumers with more detailed product information through digital means.

The GS1 Digital Link

One of the key components of this initiative, and the one that I am particularly excited about, is the GS1 Digital Link. This new standard allows QR Codes to connect consumers directly to a wealth of online information about the product. By scanning a 2D barcode, users can access product details, promotions, nutritional information, phygital (the bridge between physical and digital) experiences, and more, right from their smartphones. This not only improves the consumer experience but also provides brands with a direct digital connection to their customers, enabling post-sale and post-gifting engagement.

Without getting too technical, the GS1 Digital Link makes barcodes "web resolvable." This means that the barcode can be linked to a unique URL, allowing brands to provide consumers with a wealth of information and interactive content. When implemented properly, the QR code on a product can send consumers to a dynamic web destination that can be updated over time. This flexibility ensures that the QR code can support various marketing efforts, from providing detailed product information and promotional offers to hosting seasonal campaigns and customer engagement activities. Brands can continuously adapt their digital content to stay relevant and engaging, enhancing the overall consumer experience.

Importantly, Digital Link allows one QR Code to serve multiple purposes. It'll be scanned through the manufacturing and fulfillment process, scanned at point of sale, and ultimately by the consumer. The GS1 Digital Link consolidates all of these use cases into one barcode.

The Rise of 2D Barcodes Post-COVID

We already saw how COVID increased the usage of QR codes in the United States. From restaurant menus to contactless payments, QR codes became an essential part of everyday life. With the Sunrise 2027 initiative, QR codes and similar 2D barcodes will become much more commonplace. Brands will be able to have just one barcode on their packaging that serves the needs of the supply chain, retail, and marketers, streamlining operations and improving the consumer experience.

Supporting Product and Brand Marketing

For those of us in the print and promo industry, these developments present exciting opportunities. The enhanced capabilities of 2D barcodes and the GS1 Digital Link mean that products can be more than just items—they can be gateways to interactive experiences.

Enhanced Consumer Engagement: By printing 2D barcodes on promotional products, brands can offer interactive experiences. Imagine a journal book provided to a new employee that, when scanned, takes the user to a special landing page with employee resources, a campus map, or a message from the company CEO. This level of engagement can significantly enhance that new hire's onboarding experience.

Improved Traceability and Transparency: In an era where consumers demand transparency, 2D barcodes can provide detailed product information, including origin, materials used, and manufacturing processes. This can be particularly valuable for brands focused on sustainability and ethical practices.

Streamlined Supply Chain Management: For the print industry, 2D barcodes facilitate better inventory management and product tracking. This reduces errors, enhances efficiency, and ensures that products are delivered accurately and on time.

The Future of Promotional Products and Print Industry

The transition to 2D barcodes and the GS1 Digital Link offers a unique opportunity to leverage technology for better consumer engagement on our clients' behalf. As promo professionals, staying ahead of these technological advancements will be crucial in delivering value-added services to clients and creating memorable brand experiences.

It is yet to be seen how the Digital Link standard will be used for branded merch, if at all, by distributors and their clients. But my hope is that as we see larger brands embrace phygital experiences powered by GS1 Digital Link, our own clients will be inspired to execute similar campaigns in their branded merch and print projects.

Want to dive deeper? Give the video above a watch or check out this informative post from Bitly.com.