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So why all the hype about QR codes?

The biggest advantage is you can give away so much information in a limited space that can be viewed later. Let's say you are a restaurant and you want to increase traffic. You could do a postcard mailing to a radius around your location. On the postcard, you could have a QR code which displays your entire menu in pdf format. There is no way you could effectively send your entire menu AND tell all the other things you want to convey about your restaurant. Now you can.

A few months back, the Post Office even gave a discount for adding QR codes to direct mail pieces. The latest word is that the campaign was a success and they will be announcing another "sale" within the next couple of months.

Speaking of the Post Office running sales, check out this promotion for their Every Door Direct Mail campaign where you can send giant postcards at ridiculous prices.