This is the difference between 20th Century marketing (direct mail) and 21st (QR codes, apps, etc.).
Let's say you did a very modest direct mail piece of 100,000. That would cost you or your company anywhere from $200,000 on up; generally in the half-million dollar range.
From that mailing you'd get 1,000 inquiries, and close 50.
With QR codes, out of 100,000 scanning - that would be 18,000 sales.
A recent pew study says nearly half the U.S.A. is using smartphones. That means with QR codes you have roughly 150-million potential customers with a nine-percent close ratio (half that 150-million scan QR codes, so only nine-percent of the 150-million will close).
So why are you still using 20th Century marketing like press releases and direct mail when you could be making more money using 21st Century marketing?