While global spend on digital and mobile advertising continues to increase at a rapid rate, spend on print media advertising is also on an upward trend. According to McKinsey&Company, global print media spending will increase from USD 247.8 Bn in 2014 to USD 260 Bn by 2018.

lead generation print media

The point is that print media remains a significant chunk of the marketing mix of brands. However, unlike digital advertising, it is difficult to track engagement or generate leads through print media campaigns. This is one of the major challenges that print media marketers face.

The good news is that with high penetration of smartphones and increasing access to high-speed mobile internet, marketers can use QR Code technology to engage their target audience by connecting print media campaigns with dynamic online content.

Lead Generation Strategy for Print Media

Here is how to get started:

1. Make your marketing message actionable

Through your print media marketing message, make it compelling for your target audience to take an action. The consumer will take action only when there is an incentive. The incentive could be:

  • A discount, deal, or limited offer
  • Information useful to the consumer
  • Opportunity to attend a limited-seat event
  • Chance to participate in a contest and win prizes
  • Access to exclusive content such as unreleased videos, photos, or music

2. Get your audience to scan a QR Code to avail the incentive

A QR Code is the easiest way to get the consumer to interact with print media. The alternatives of a QR Code are:

  • Give a URL which the consumer will have to manually type in a mobile browser
  • Ask the user to send an SMS and get a URL in a text message

You can easily generate and manage QR Codes using a QR Code Management tool.

lead generation strategy for print media

It is recommended to use a custom-designed QR Code with brand logo to attract more scans. Consumers can mistake black-and-white QR Codes for standard barcodes.

3. Set up a lead generation landing page

If the incentive is really useful to your audience, then they will be willing to give their personal information. Once they scan a QR Code, the landing page should be a simple form that prompts the user to add an email address or phone number.

The landing page can be created using mobile landing page sites such as Unbounce or LeadPages. However, the simplest tool is to use Google Forms.

lead generation strategy for print media

Andela, a software services company to Fortune 500s and startups, uses a combination of QR Codes and Google Forms to generate leads.

4. Redirect the consumer to target content

Once the consumer fills in the contact detail, the user can be redirected to the target content – deal, information, video, etc.

By following these steps, you will be able to build a subscribers list with permission of consumers that engaged with your marketing material. You can’t get a more targeted audience than that. No more need to rely on cold emailing random contacts.

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Gautam Garg is a Co-founder and the CEO of Scanova. He is a QR Code enthusiast and a big fan of inbound marketing, CRO, and usability. When taking a break, he likes to go trekking and eat spicy food.

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