5 Tips for Marketing at Trade Shows with Mobile Barcodes

As a result of the growth in smartphones equipped with barcode-scanning apps, clients across the board are using QR codes or “mobile barcodes,” to track the ROI of your sponsorships. After implementation, you will be able to quantify the reach of this “new media” marketing tactic, which in turn provides the hard data needed to convince your boss to budget a little more for sponsorships at your next show. Not only does this technology quantify the success of sponsorships, but it also shows your exhibitors that you’re ahead in the technology race.

Here are the five key tips to successfully using QR codes:

1. Put your QR code on every single piece of promotional material:

Posters, flyers, stickers, merchandise tags, press kits; the more unusual the better. Any promotion without one is a missed opportunity at major events, especially technologically savvy gatherings.

2. Don’t use proprietary code formats:

QR codes should simply contain a URL directing to your mobile web presence. Exhibitors can easily create a free QR code with services like bit.ly or goo.gl, and they come with the added benefits of shortening your URL (compressing the size of the QR code) and some basic tracking, of course.

3. Offer great incentives:

Make the call-to-action valuable. Most of the time an attendee will need to download the barcode reader and quite frankly they aren’t going to unless there’s a valid reason, so make sure you are offering something worth their while.

4. No Standardization:

a. Get creative and use it to your advantage (in the long run this will drive adoption for your shows).

5. Communication:

Send a brief message to attendees explaining QR codes. This can be done through a simple piece of signage or a direct marketing piece.  If a user has a bad experience they probably won’t use them again.