Bridging the Online and Offline B2B Marketing Gap with QR Codes

We’ve all seen them. Walking down the street, an interesting poster catches your eye. You stop. You stare. You wonder. But what are they for? And are they relevant in B2B Marketing applications?

Our outsourced marketing team says yes! Quick Response (QR) Codes are similar to bar codes we’ve seen for years on consumer products. QR codes have a unique ability – they contain much more information that meets the eye – they are specially encoded with bits of information that essentially bridge traditional marketing and online marketing.

Scanned using a smart phone such as Blackberry, Android or iPhone, with a QR code reader such as RedLaser scanner app (this is by far the best app I have seen and used), users can then access the information they contain. QR codes can send users to a mobile website or landing page, dial a telephone number, send a text message, send an email, download contact details, view a Google Maps location or send users to a social media profile.

QR codes have become a fairly mainstream mobile marketing tactic of late, but they aren't actually a new phenomenon. Since their development, QR codes have become a popular way to track B2C and B2B customer interactions and are evolving as one of the biggest new trends in mobile and social marketing.

You can easily ‘Google’ “QR code generator free” and can choose from numerous companies that will generate them easily and for free. There are a variety of websites that can help you create a quick QR code such as; Kaywa, Zxing project, D, QR stuff, or Maestro. Simply follow the directions and within a few minutes you can have a QR code ready to place on your traditional print advertisements.

Interesting ways to use QR codes in your marketing materials

• Business cards
  • When you meet someone new and hand them your business card they can scan the code and create a contact record in their phone without having to type a thing.
• Print Advertising
  • QR codes can be added to any print marketing material which allows you to save space and build interest. This can be a great way to add new contacts to your email marketing lists.
• Tradeshow and industry events
  • If your organization regularly attends events you can have QR codes as part of your displays rather than give-aways.
• Industry directories or magazines
  • QR codes can help build interest for your brand or promotions. By adding QR codes to print marketing you can save space and resources and engage your audience. They can also act as a more efficient way to transmit information.

Still not seeing how QR codes can be an effective marketing tool for your business? Here is a quick list of advantages to using QR codes in your marketing materials:

1. Easy to use – with one simple click, users are directed to conversion pages. The only requirement is that the user has a smartphone. With more and more people adopting smart-phone technology this will not be a barrier in 2011 and beyond.

2. Adaptable – Once the QR code is created it can be placed on various marketing materials, from business cards to print ads.

3. Economical - QR codes cost nothing to produce. The only investment is incorporating them into your traditional advertisements.

4. Quantifiable – QR codes can be easily measured. Vital information about your marketing campaigns will help you increase the effectiveness of your communications.

5. Different – Not all companies are incorporating this technology. Use these codes to set yourself apart from your competition and demonstrate your leadership in strategic marketing.

Want to learn more about QR codes and other online conversion strategies? Find out how Mezzanine’s Outsourced Marketing team can help inform your digital marketing strategy.