A poster to be effective as a marketing tool should convey some clear call to action. And what better way to have this done than by embedding some quick response (QR) codes right into the very design printed on your poster ads?

A QR code is a type of matrix barcode that contains actionable information which can be accessed now by just about anyone with a smartphone. Once scanned, the QR code can link the smartphone holder to a mobile landing page or activate certain phone functions like text or email. In any event, the QR code takes the call to action in the poster to the next step in the process of converting an interested observer into an actual customer.

Moreover, the QR code-triggered action can be traced with web analytics, allowing you some way to gauge the effectiveness of your marketing campaign. By setting up a QR code tracking and reporting system, you can monitor and trace the number of scans made by viewers on your posters over time and across display places.

Posters are expected to be engaging and attractive. Fortunately, QR codes no longer have to be just in black and white. They can be presented in colours which can blend harmoniously with those in your poster imagery. And since you are not limited to just one QR code, you can have as many as needed to match different target viewers, or different products or services, or different user options like adding your contact numbers to phone books, connecting with your Facebook page, or linking with a promotional video. They can also be made as big or as small as you want so long as they can be comfortably scanned by the viewing public even at a distance. The important thing though is that they be integrated seamlessly into the poster design. They must not appear out of place with the rest of the graphical composition.

While there are no hard-and-fast rules, for best results, it may be advisable to place a QR code in a spot on your poster that complements the action to be triggered by that code. For instance, put a code for digitally contacting you near your printed contact information. Or, put a code for product information next to a product name or picture. It may also be a good idea to include instructions with your QR Code like “scan to learn more about this offer” or “scan to text us now” or “scan to watch the video.”