QR codes turn up everywhere now. You see them on flyers, shop windows, menus, product boxes and trade show banners. They are a quick way to move someone from a printed message to a web page. Used well, they make print marketing far easier to measure.
The same convenience has a downside. Scammers have learnt that people scan without thinking. That puts a duty on any business that prints a code to make it trustworthy and easy to check.
How QR codes work in marketing
A QR code is a square barcode made of black and white squares. A phone camera or app reads it and opens the linked content in a browser. Most marketing codes simply hold a web address. Some codes open a payment, a login or a file instead.
There are two main types. Static codes always point to the same content, so the address is fixed once printed. Dynamic codes can be edited after they are made, which lets you change where they lead. That detail matters a great deal once a flyer is already sitting in letterboxes.
Good marketing ideas for QR codes
The best uses give the person a clear reason to scan. A code on its own, with no words around it, rarely gets used. Tell people what they will get, such as a menu, a booking page or a short video. A plain line of text beside the code does most of the work. Here are some ideas that suit small businesses and software products:
- A code on product packaging that opens setup instructions or a short demo
- A code on a shop window that opens your booking or quote page after hours
- A code on an event banner that opens a sign up form for your newsletter
- A code on a printed brochure that opens a longer product page or price list
- A code on a receipt or delivery slip that opens a feedback form
Short video works well as a destination, because people are already holding a phone. A poster can carry a single line and a code, with the detail saved for the screen. The same thinking sits behind using YouTube Shorts in a digital marketing strategy. Keep the video brief and make sure it plays well on a small screen.
Make the code look like it belongs to you
A code that matches your branding is easier to trust. Place your logo, business name and web address near it. Use the same colours and fonts as the rest of the printed piece. If you are working on your look more broadly, these ideas on building a strong design studio brand apply to codes too.
The NSW Government’s cyber security fact sheet points to some warning signs of a fake code. These include a code that feels raised or looks misaligned and spelling errors on the signage. Another sign is no explanation of what the code does or where it leads. Good design removes all three doubts for your customers.
The scam risk behind QR codes
Phishing through QR codes is often called quishing. A code can lead to a fake site that steals logins, personal details or financial data. It can also lead to a malware download. Criminals may cover an original code with a sticker of their own.
This is not a remote risk for Australian businesses. Northern Beaches Council in Sydney said in April 2025 that it had received reports of quishing attempts in its area. The council said fake codes may appear on posters, flyers, signs and stickers in public places. It also said they may be placed over genuine codes.
For a business, the harm goes beyond the person who scans. A customer who loses money through a code on your sign will link the loss to your name. That can damage trust that took years to build. It is worth treating every printed code as part of your security.
Practical checks before and after you print
The NSW Government QR code fact sheet lists simple safety advice for people who create or scan codes. Use a reputable QR code generator. Set expiry times on dynamic codes so they cannot be reused without permission. Make sure linked pages use TLS encryption, which shows as a secure address in the browser.
The same fact sheet suggests checking codes you have already put out for tampering or misuse. For a shop or office, that can be a quick look at windows and counters each week. Run your thumb over the code and look for a sticker on top. Scan it yourself and confirm the page that opens is yours.
Send each code to a page on your own domain. A short, readable address on your own website is easier for people to check before they continue. Avoid sending people to a payment screen straight from a public code. A normal page with clear branding is a safer first step.
Tracking results from printed codes
One of the best things about QR codes is that they make print measurable. Give each flyer, sign or package its own code and its own landing page. You can then see which piece of print brought people to the site. That turns a guess into a real comparison.
Use the results to decide where your print budget goes next. If the window sign brings more visits than the brochure, put more effort into the sign. If a code gets no scans, the message beside it may need rewording. Fold these findings into your wider business plan so marketing spend follows what works.
QR codes in event and seasonal campaigns
Codes suit short campaigns where printed material appears for a few weeks. Expos, markets and open days are good examples. A code can link to a sign up form or a special offer page that you take down afterwards. Dynamic codes with expiry times fit this kind of use well.
Businesses that rely on expos and showcases, such as wedding suppliers, use these campaigns often. Some of the marketing strategies for growing a bridal business lean heavily on printed material at events. A code on each display can show which stand or brochure drew the most interest. Retire the code once the offer ends so old prints do not lead to a dead page.
Frequently asked questions
Are static or dynamic QR codes better for marketing?
Static codes are simple and always point to the same address. Dynamic codes can be edited after printing, which is handy if a page moves. Dynamic codes should have expiry times set to stop reuse without permission. Many businesses use static codes for packaging and dynamic codes for short campaigns.
How can customers tell my QR code is genuine?
Put your logo, business name and a plain explanation beside the code. Use a short address on your own website as the destination. Customers can then compare the address on screen with the name on the sign. Check your codes often for stickers placed over the top.
What should I do if someone has tampered with my code?
Remove the fake sticker and replace the sign or flyer as soon as you can. Warn customers on your website and social media if they may have scanned it. Suspicious codes can be reported to the Australian Cyber Security Centre through its ReportCyber service. Then increase how often you check your printed codes.