If you feel your audience is a tech-friendly group and thus decide to add QR codes to your trade show exhibit graphics, then do these 10 things:
- Don’t assume your audience knows what a QR code is.
- If your audience doesn’t use QR applications, don’t focus on QR codes.
- Always provide a short URL alternative (bit.ly is free)
- QR codes are not limited to one version. Use different codes to track different pieces of collateral.
- Use away-from-booth QR tactics. Think about lanyards, brochures, night clubs, hotel rooms.
- Encourage competition and entertainment. Scavenger hunts. Bingo Cards. Random Winners.
- Train your staff. If they can’t explain a QR code in 30 seconds, why have them in your booth strategy?
- Provide ‘click to engage’ functionality (appointment scheduling, info request, phone conversations.)
- Tell people what to expect when they scan a QR code.
- Make it enjoyable and fun.
BONUS TIP: make it social. When someone scans a QR code you should encourage with them to engage with you in the real world. Face-to-Face interactions are typically leaps and bounds more effective at generating a lead. Use the process of scanning a QR code to educate your event team to better understand who the person is, what they are interested in, and more effectively form a relationship with them.
THREE IDEAS TO CONSIDER
#1 Don’t waste that fancy booth space.
If you paid thousands of dollars to have a spiffy booth display and have it manned by friendly professionals don’t waste your time, budget, and energy convincing your live audience to engage using a smartphone.
Talk to them! A good conversation will always convert better than a computer screen!
#2 Your QR code audience may not be attending the event!
If an attendee has a smartphone in-hand, engage with them on the smartphone and realize that they are connected to hundreds of industry professionals not attending the show. One of the key value points of using QR codes is that it extends outside of physical world. (Don’t think physical, think digital!)
#3 Provide a value-to-click incentive.
Value-to-click is the idea that you have provided enought value, intrigue, or social validation to encourage someone to scan your QR code. If you haven’t created a situation that inspires someone to take action and click/scan your QR code, all you have is wasted collateral space with a black and white square.
FYI: This entire post could optionally use MS Tags as well. When weighing the choice between using QR codes or Microsoft Tags, understanding your audience is critical to your trade show success. In some cases you may find that one is preferable, that you should offer both, or neither.
Do you have any tips to share on using QR codes in your event plan?