Where the customer already has their hands free and thirty seconds to spare: the counter where they pay, the table where they wait, the bag they carry out. Not on the front door.
At the door they are walking. They do not stop to take their phone out, and if they did they would block the way in. The one point in a visit where somebody has a free hand and a reason to wait is the moment of payment, and it is the only spot that really counts.
The four formats, and what each is for
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| Format | Page | What for |
|---|---|---|
| A5 | 148 × 210 mm | The counter poster, readable from the queue |
| A6 | 105 × 148 mm | The table tent, or the small frame beside the till |
| Sticker sheet | A4, 18 stickers of 60 × 42 mm | On bags, boxes, receipts |
| Two-sided table tent | A4, two panels of 180 × 128 mm | Folds and stands up on a table |
The sticker sheet is the one people underrate. A page holds 18 stickers with the cut marks printed, which is 18 chances that leave with the customer instead of waiting for them at the counter. A sticker on a bag gets read at home, unhurried, which is exactly the setting in which somebody agrees to add a card.
The table tent has a detail nobody notices and it matters: the top panel is printed upside down. Once the sheet is folded along its line, both faces read the right way up. A table tent whose back is upside down is a table tent that ends up turned to the wall.
The QR itself
Two things are worth knowing before you print anything at all.
Leave the white margin around the code. It looks like decorative empty space and it is part of the code: without it, a phone cannot find the edges and reads nothing. The PDF reserves it for you, but if you crop the image in an editor to make it fit somewhere, that margin is the first thing you will trim.
Print from the PDF, not from a screenshot. The poster is drawn at full resolution for print, whereas a screenshot only has the resolution of your screen. At A5 the difference shows, and a blurry printed code scans badly in poor light, which is to say in half of all businesses.
The code itself is damage-tolerant by design: it stays readable with part of its surface spoiled. That is good news for a sticker on a bag, and it is not a reason to stick it where fingers land.
What you can finally measure
This is the new part, and it changes how a format gets chosen.
Every printed link counts its opens and its sign-ups, by format. So against each piece you see how many people opened it and how many actually went through to the end. Every figure comes from a recorded row, not from an estimate.
Which settles questions that until now were argued from intuition. Does the sticker on the bag beat the counter poster? That depends entirely on your business, and the answer now sits in your panel rather than in a blog article, this one included.
One honest reservation on this point: the general QR, the one on the standard poster and on the link in your bio, counts page opens and sign-ups, but not scans as such. Campaign links count both. If you want to compare two pieces properly, give each of them a campaign link.
How many copies
Fewer than you think, in more places than you think.
A business that covers its wall with the same poster six times does not get six times the sign-ups: the second poster is already invisible. What works is one piece per moment of the visit. One at the till, one on the table, one on what the customer takes away. Three different moments, three real chances.
And replace the counter poster once it is damaged. A dog-eared, yellowed poster tells the customer the programme is no longer being run, which is information, just not the information you meant to give.
What the print cannot fix
If nobody is scanning, the problem is almost never the poster.
Either nobody says anything at the counter, and one sentence from the person taking the payment is worth more than any print format; or the reward holds no interest, and that is a question of how many stamps and what they are worth, not of printing.
The format matters at the margin. What matters at the centre is that somebody mentions it.