Extend the reach of your print and direct mail   1 comment

We often recommend using a QR code or a mobile call to action on a print ad or direct mail piece to help our clients provide a richer experience to their consumers. Here are some of the benefits:

·        QR codes and text campaigns require little effort on the part of the consumer to use. (Go ahead and give it a try. Text FREEMOBILE to 96362)

·        They offer a great way to connect the physical and digital experiences

·        They are relatively inexpensive to implement for marketers

·        They allow print materials to be tracked

However, it is important to understand that the QR code or text campaign is just a delivery method. It only makes sense if there is a solid strategy behind it.

Most clients easily understand that QR codes or text campaigns provide them a vehicle to track their campaign. They count the number of scans or opt-ins to determine how successful a campaign was. However, if you don’t clearly state what the reader will get when they scan or opt-into a text campaign they may either disregard the call-to-action or be disappointed when the experience doesn’t meet their expectation.

Here are some quick tips to incorporating QR codes into print materials:

  1. Don’t forget that QR codes are being scanned by a mobile phone. The experience MUST be mobile friendly.
  2. Provide a clear, concise call to action. Plainly state what will happen when they scan the code.
  3. Placement matters: Consumers need to be able to get their phone in a position to scan the code and the code can’t be in a location without mobile coverage. Here are some examples of marketers that might want to rethink their placement strategy. And a few more.
  4. Size does too! Anything smaller than one inch square is hard to scan and hard to notice.
  5. Use a URL shortener like bitlyThe more data you try to store in a QR code the smaller the dots become, which in turn means it’s more difficult for smartphones to read them.
  6. Track it: Make sure to use a unique URL for the campaign so you can easily track the response. You can use Google Analytics or bitly’s tracking service.

For text campaigns you have similar guidelines. Just like with QR codes you need to have a clear call to action like “text FREEMOBILE to 96362 for a free trial mobile campaign”. You need to make sure the message isn’t hidden and that it includes some simple legal language about messaging and data rates.

Follow these simple guidelines to help give your customers a richer experience by bridging print with digital and create a more memorable – and measurable – connection.

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Posted September 12, 2013 by Amy Blum in E-Marketing/Web, Loyalty Programs, Mobile

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One response to “Extend the reach of your print and direct mail

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  1. Such a helpful post! Thank you!

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