QR code: Quick Response with added value?

QR codes have been in existence since 1994. QR stands for “Quick Response”. The small squares contain a link to information that can be loaded onto the smartphone at the blink of an eye. The use of QR codes makes sense at trade fairs and exhibitions in particular.

QR-Code applications

1. Invitation with QR-Code

Invite your business partners with an individual QR code, integrated into your printed invitation as a “check-in card” or as a personalized PDF attachment in an invitation e-mail. The QR code can contain any data of your choice, e.g. address data or customer segment.

Optionally, the customer can use the QR code to request admission tickets or arrange appointments. Your business partner will bring the detached or printed “check-in card” to the trade fair. The individual QR code is read out, and from now on your customer is registered as a visitor to your trade fair, e.g. takes part in a competition or receives a thank-you for visiting the trade fair.

2. QR code on business cards and name tags

This tip does not only apply to the fair, because business cards should contain a QR code. Smartphone owners only need to scan this code and immediately save their contact details. The data stored in this way can be conveniently transferred to the PC or other devices. The same applies if a QR code is additionally printed on the name tags of your stand personnel.

3. QR codes for company information and as “talking” exhibits

With linked QR codes on the information or on the exhibits, you transmit general company information or supplementary product information – the visitor does not have to take any brochures with him and carry them throughout the day through the exhibition halls. Contact data and dealer addresses can be conveniently retrieved, as can detailed product information such as data sheets, product application videos, operating and maintenance instructions and tips for use. And you also save yourself the expense of printed advertising material.

4. QR codes for competitions

There is no doubt about it – lotteries arouse curiosity and activate the desire to play. You can use this natural curiosity to your advantage. With the help of the QR code, you can easily turn the written competition into an online competition. For example, hide “Joker” instead of product information. The QR code assumes the function of a ticket number. Or link to an advergame; prizes for the best players.

5. QR codes for prospective customers

Offer interested parties at the trade fair the opportunity to register in person, subscribe to your newsletter or current press releases. This turns anonymous visitors directly into active contact details.

Make the most of the advantages of a QR code to establish valuable contacts. You relieve your stand personnel, save costs and provide visitors with up-to-date information. But not everything that is feasible has been thought through. Many mistakes can be made in the QR code. Here are a few tips for the sensible use of QR codes.

Tips for the QR Code

1. No QR code without added value

A QR code without added value makes no sense. The client is quickly annoyed if he has no real benefit.

2. No QR code without context

The curiosity factor of the users is overestimated. Studies show that QR codes are often only scanned when the user knows what to expect.

3. No QR code in the wrong place

What use is a QR code in a place where mobile phone use is prohibited? The same applies to places where UMTS or LTE reception is restricted or not possible at all, such as subways. Often the QR codes are also so unfavourably positioned that it is impossible to scan the QR code at all, e.g. next to the roller conveyor for trade fair visitors.

4. No QR code without test

Not every smartphone reacts the same, and not every QR code is equally easy to read. The longer the URL, the more complex the QR code becomes – and this is at the expense of digital readability. For long web addresses, it is advisable to work with a URL shortener. Make sure that the pages are optimized for mobile devices and test each QR code for functionality.

5. No QR code without evaluation

Statistical and monitoring tools can also be integrated into the QR code. This makes each scan of each individual QR code traceable. The results in turn provide you with important insights for your further strategic planning.

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