Are you looking for an innovative way to take your marketing campaign to the next level? Dynamic QR codes are easy-to-use, versatile solutions that seamlessly integrate into existing collateral. Not only do dynamic QR codes reach people where they’re at (their phones)—they’re scalable, customizable, and provide organizations with valuable insights into audience behavior.

To help you kickstart a dynamic QR code marketing campaign, here are four “tricks” to making your next marketing campaign a magic one. Read on to feel like you’ve learned to pull a rabbit out of a hat!

How Dynamic QR Codes Work

QR codes are scannable codes (usually accessed with a mobile device) that instantly reveal the code’s embedded information. QR codes were invented in the 90s and made a comeback in the past decade or so—especially during the pandemic when they provided essential information with little physical contact.

There are two kinds of QR codes: dynamic and static. Information embedded in the latter remains the same. But dynamic QR codes are scalable, customizable solutions that can be tailored to a user’s experience based on criteria such as time of day, geolocation, device type, and more. These parameters allow organizations to create personalized campaigns while staying agile according to customer behavior. They also provide organizations with valuable audience insights for better business outcomes. 

Here are four ways to incorporate dynamic QR codes in your next marketing campaign.

Trick #1: Live Events

Organizing a live event takes considerable planning—especially considering how circumstances can change at the drop of a dime. Dynamic QR codes can vastly improve attendees’ experience by providing them with easy-to-access information and updates. 

• What it's used for: Notifying attendees of delays or disruptions related to weather or other unforeseen circumstances; keeping them informed on programming and itineraries; providing detailed maps of a venue including security checkpoints, lost and found, and rest areas. 
• How it’s done: Program your dynamic QR code with essential information related to your event. Consider any factors that might influence last-minute changes, and build that strategy into your QR code. Include your dynamic QR code on event invitations, billboards, brochures, programs, or any other relevant printed materials.
• Benefits and outcomes: Participants at your event can instantly receive updates on an event, and you’ll receive key insights into customer behavior to improve future events.

For example: at an outdoor wedding, include a dynamic QR code on the invitation so people can RSVP, submit meal preferences, and make travel arrangements. On the wedding day, update the QR code to include any necessary information including rain-day plans, driving directions from the hotel, and the day’s itinerary. Include QR printouts at the wedding site (including place settings) so attendees can easily stay up-to-date and engaged.

Trick #2: Special Offers

Dynamic QR codes are perfect for organizations running limited-time offers and promotions. They can provide customers with fun, easy-to-access activities that increase brand awareness and lead to profit.

• What it's used for: Promotions related to the season, day of the week, or other limited-time offers. Coupons and other deals for ongoing customers.
• How it’s done: Design the QR code to activate within temporal parameters (e.g. happy hour, spring skirt sale, etc.). Include the dynamic QR code on advertising materials such as a website, billboard, or product packaging.
• Benefits and outcomes: Heightened levels of customer engagement leading to increased brand awareness, higher sales, and key insights into consumer behavior.

Let’s say a vintage boutique offers 10% discounts every Wednesday. It designs a dynamic QR code for inclusion on its website, flyers, and clothing tags. Anyone who scans the code and enters their email address will receive a coupon. The boutique gains insight into customer activity and can now email customers for deeper levels of engagement. 

Trick #3: Raise Awareness 

Organizations driven by key partnerships or missions may want to spread awareness of those relationships and social causes. Dynamic QR codes are a great way for customers to dive deeper into a brand’s message, learn more about its activities, and get involved when relevant.

• What it's used for: Enabling deeper customer engagement with a product, mission, or cause.
• How it’s done: Include a dynamic QR code on product packaging or any surface that customers routinely engage with. Incentivize customers with an easy scanning process,  quality content, and a clear call-to-action. 
• Benefits and outcomes: Spreading awareness can lead to more profitable fundraising efforts, drive brand loyalty, and provide marketers with key insights to improve future campaigns.

For instance: A coffee shop purchases its beans from an ethically sourced vendor and donates a portion of its profits to a charity sponsored by that vendor. This business prints a dynamic QR code on coffee sleeves. A quick scan reveals information on the program and shares updates on relevant stories and fundraising activities. Customers can sip, read, and even “tip” the charity the same way they would tip their barista.

Trick #4: Curated Customer Experiences

Because dynamic QR codes can be tailored according to user behavior, they’re perfect for curating unique experiences. The QR code can act as a signpost in an interactive digital guide that allows for truly creative outcomes.

• What it's used for: Tapping into customer behavior, such as the time of day they’re most active or physical locations where they’re most likely to engage, to curate unique experiences and drive deeper levels of engagement.
• How it’s done: Set parameters on a dynamic QR code that reveals different content depending upon when the user scans, where they’re at, and how deeply they’re willing to engage (e.g. following a social media profile to unlock a certain benefit). Advertise the campaign with QR codes on flyers, billboards, or other relevant material. Customize the code with a company’s logo or signature color for heightened brand awareness.
• Benefits and outcomes: An interactive experience that users won’t forget, plus insights into audience behavior for strategic business decisions.

Let’s say a movie theater wants to incentivize people to attend a film screening. It partners with local organizations to design a dynamic QR code scavenger hunt. Every time people visit select locations (e.g., a yoga studio or restaurant), they scan a QR code placed at that location. Each scan counts as a point that unlocks certain benefits. (E.g. 5 points = discounted popcorn, 10 points = discounted ticket.) These points are redeemable at the film screening. The participating small businesses can grow business and the movie theater gets its audience—as well as key insights into audience behavior.

SiteDetour makes dynamic QR code marketing campaigns easy to design and implement. By providing tools for real-time personalization, visitor segmentation, dynamic updating, flexible design, and comprehensive analytics, SiteDetour empowers businesses to achieve better outcomes. To learn more about dynamic QR codes and how they can help your business grow, contact us today.