We’re used to seeing fashion make resurgences over the years, but technology? Usually, that’s in constant evolution. But behold the Quick Response Code:
1994 invented by a subsidiary of Toyota to track parts during the assembly process
circa 2010 hitting the US “mainstream” but quickly falling out of use a few years later (considered a gimmick)
2020 shows its true potential due to the pandemic
With a need for companies to connect with consumers during a time of social distancing, the QR Code has found its way back into the everyday world. Three sectors I have personally experienced them in are Healthcare, Restaurants, and Retail.
Healthcare: When PromoCorner held their company meeting in San Juan, PR last year (2021), we had to upload our vaccine cards into a database that generated a unique QR Code to be scanned by Healthcare officials in order for us to leave the Luis Muñoz Marín International Airport.
Restaurants: Those who have voyaged out to a restaurant or bar may have noticed menus being replaced by QR Codes adhered to the table or housed in a tabletop stand. By simply scanning with your phone, you have the menu at your fingertips, eliminating the need for staff to sanitize physical menus after each patron.
Advertising/Retail: If you attended the PromoShow 2021 Holiday Gifts Virtual Tradeshow and won one of our gift boxes, then you would have received an insert card (or noticed on the inside of the lid) a QR Code that led to a linktr.ee with a congratulatory message, links to Supplier websites so you could learn about each product included in the box, and a link to our amazon Wishlist for Toys For Tots.
According to a June 2021 survey from The Drum, 75% of US respondents are planning to use QR codes moving forward. “Three-quarters of adults say that they would be willing to use more QR codes in the future, according to a poll of 1,100 US consumers conducted June 17, 2021. This number rose to 82% among adults 18-44, but dipped to 64% of adults over 45.” These are impressive numbers and encouraging for those using or looking to use QR Codes in their marketing efforts.
Even more encouraging is the ease of use. Gone are the days of downloading a separate app to scan QR Codes. Now all you need is your smartphone’s camera. And with 85% of adults owning a smartphone, as of February 2021 (statista.com), QR Codes are a convenient way to provide information to consumers. It’s no wonder more businesses are incorporating them into their marketing strategies.
Now that we’ve read some examples and have some promising data, let's take a look at how you create a QR Code and how to incorporate it into your marketing.
If your Marketing Department has InDesign, then you’re all set. In the menu choose Object > Generate QR Code to access the Generate/Edit QR Code box. Here you can choose Web Hyperlink, Plain Text, Text Message, Email, or Business Card, and depending on which you select, you’ll be provided with additional fields. You can also click on the Color tab, and choose a color for the QR Code. By default, it will be black with a transparent background.
If you don’t have access to InDesign, there are numerous free and paid QR Code generators online - about 1,510,000,000 results per Google. To help you narrow down your options, medium.com has compiled a list with detailed comparisons.
As for incorporating into your existing marketing strategy, think ‘WOW’, think beyond driving the viewer to your website. Give them something to help them really understand how awesome the product you’re trying to sell them is.
Make a video of a product you know your customer will love showing off its features, upload it to YouTube or Vimeo, create a QR Code, print it out then add a handwritten note (no, letters are not dead), and mail it with the product sample.
If you don’t have the budget for one-off bulky samples then include a QR Code on a card for a flat-mail piece. Again, have the QR Code directed to a video or do what I mentioned above with PromoShow’s giveaway and have it directed to a landing page that has multiple links - video, exclusive pricing, email, etc. This is great for Self-Promo pieces.
Does your company print physical catalogs? Incorporate a QR code inside the front cover. This could lead to an End User Friendly digital copy your customer can forward on to their customers or even link to some Case Studies.
If you offer recyclable packaging, have a QR Code printed on it that directs the recipient to other ways your company is being environmentally conscious. Or if your product is made from recycled materials (ex rPET), imprint a QR Code on the product that leads to a video of how the product they’re holding came to be.
Think outside the box when it comes to what you are putting into your QR Code, don’t just link it to your website. Make it an experience.
Jessica is the Art Director at PromoCorner and has been in the promotional products industry since 2010. With a degree in Graphic Design, she has been working in Marketing since 2006 creating advertising of all sizes; from social posts to billboards. Jessica shares her passion for design in her monthly blog, Designer Patch. She can be reached at
jessica@promocorner.com.