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Brand Thinking Blog
Posted on March 3, 2011 at 11:38 am
You may have noticed odd-looking square icons on print materials, such as advertising in magazines, brochures or theater programs. By either downloading an application on your mobile smart phone or simply taking a photo and sending it via SMS, you can scan these icons in order to further interact with a subject, brand, product or institution.
With Quick Response (QR) codes, traditional sales and communications pieces can become an extension of the brand’s personality by allowing consumers to interact. For example, a program from The Kennedy Center recently included a sheet with a QR code that linked visitors to a customer satisfaction survey. Flip through a magazine and you will see print ads with QR codes that lead customers straight to a transaction with specialized information and even coupons or deals.
QR codes enables ROI measurement for print campaigns by tracking relevant user analytics such as how many people interacted with the print ad, how much time they spent interacting with the content and even where they saw the ad. These metrics provide you invaluable data about your brand’s engagement with your target audience.
Furthermore, the experience you offer users who opt to use a QR code gives you the opportunity to communicate your brand’s personality in a meaningful way. The landing pages you design, the content you offer, and the nature of the interaction are all levers that marketers get to manipulate to bring the brand to life off the page.
In terms of professional service firms, the opportunities are endless: put a QR code on the front of an annual report which then links to a managing partner discussing the year’s highlights. In service brochures, a QR code can link back to the specific service area on the firm’s website and offer an interactive case study.
Finally, print advertising can be quantified just like banner ads.
For some of our clients, this is the logical next step in the digital branding world. But for others, it will take experimenting and an investment in education.
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