When it comes to direct mail adverting methods, none are more effective than postcard marketing. Indeed, the postcard has a proven track record of being one of the most successful digital-marketing campaign tools. For small and medium enterprises (SMEs), especially those working with a tight budget, postcards are a match made in heaven due to their inexpensive nature.
Apart from being inexpensive, postcards as adverts allow businesses to reach massive market segments in record time. Combine these benefits with the practicality and convenience of a QR code, and you have yourself a winning marketing strategy.
What Are QR Codes?
QR codes, an abbreviation for quick response codes, refer to machine-readable, two-dimensional barcodes that consist of an array of small black squares on a white background. They are typically used to store information as well as URLs and links to videos containing exclusive information about a product or service.
Unlike conventional barcodes, QR codes offer the added benefits of carrying larger capacities of data (up to a hundred times more than standard barcodes) as well as superior fault tolerance. QR codes first appeared in the early 1990s where they were initially used for logistics optimisation in the automotive industry.
How Do They Work?
To access the coded information, you need to have a smartphone equipped with a camera as a well as a QR code reader application. Most modern smartphones will have the application pre-installed, but there's also the option of downloading the app from your phone's app store (Android, Windows, Apple or Blackberry world).
With a smartphone in hand, you then need to focus your phone's camera on the QR code steadily. With the scanning complete, the QR Code is transformed into actionable information in the form of webpage URLs, videos or text. Retail businesses, NGOs and educational institutions are just examples of organisations that can greatly benefit from the use of these digital codes.
How To Incorporate Postcards In Your Direct Marketing Campaign
Companies venturing into a new business environment can employ postcards as part of their market-testing before embarking on a fully-fledged mass marketing. Postcards due to their ease of production and visual appeal are likely to attract more attention than other forms of direct mail, which makes them ideal for branding.
Postcard production only requires you to have a computer and a capable printer. Little wonder then that postcards are marketing campaign tool of choice for companies that want maximum bang for their buck.
QR Codes As A Marketing Strategy
One of the major benefits of advertising over the internet is the fact that your target market can view and complete a sale in a matter of minutes. The codes allow advertisers to push digital content faster and more effectively to the over 3 billion phone users around the globe. A marketing-mix comprising of postcards accompanied with QR codes, if used correctly, can reap great rewards even in ultra-competitive market segments.
QR Codes As A Marketing Tool
The beauty of a QR Code is that it can be integrated into any form of printed promotional material. They regularly feature on business cards, postcards, brochures, flyers, posters, print adverts and even on conference displays. They can be used to trigger a broad range of applications from viewing contract details, sending emails, dialling a telephone number to viewing special product offers.
How To Boost Sales Using Postcards With QR Codes
First, you need to design a visually appealing postcard with a catchy headline that spells out the benefits of purchasing your product or service. Conveniently place the QR Code on one side of the business card. Send out the postcards to a select number of clients and include exclusive details of the product or service, only available through the Code.
QR Code As A Link Between Online And Offline Marketing
When employed as a marketing strategy, these Codes can be used to bridge the gap between offline and online media. When your postcard recipients scan the QR Code, they are redirected to your website, where they can sign up for newsletters, special deals and useful information. You can spice things up by offering the options of mail, email or SMS to ensure you're communicating with target customers through their preferred channels.
How Event Planners Can Benefit From This Marketing Strategy
Postcards are the perfect way to promote and get people excited about an upcoming event. The event could be an exhibition to introduce a new product or a showroom event where customers can get hands-on experience with your line up of products. By scanning the Code on your business card, they can access a map as well as directions to the exhibition site.
Attach A "Can't-Refuse-Offer" To Your QR Code
Though QR codes are a popular marketing strategy, people won't just scan every code they come across on postcards. For direct response advertising to be successful, you need to entice your targets to action. A compelling call to action, such as the possibility of enjoying a hefty discount, will do the trick. By scanning the Codes, they automatically join the discount club while you, on the other hand, get their contact numbers and e-mail addresses.
Why Use Postcards With A QR Code As A Marketing Tool?
One advantage of using employing this marketing strategy is that the results are measurable and verifiable. Every action triggered via a QR Code is trackable and analysable using web analytics and other tools. Information from the codes can provide deeper insights into consumer behaviour and geographical sales data.
Postcards are very cheap to produce, in fact with only £20 you can create over 50 high-quality business cards. A QR Code, on the other hand, costs nothing to produce. Postcards, due to their size and visual appeal, are likely to have a longer lasting impression than emails. A Postcard complemented with a QR Code is convenient to both senders and recipients.
With a QR code, you don't have to design large postcards, because all other information is accessible from the barcodes. All in all, the future looks bright for enterprises that can capitalise on this promising marketing combo of postcards with QR Codes.