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Lately a lot of companies have begun using "Quick Response" Codes - or QR Codes in the jargon - as an added way of offering information to prospective customers and getting information back from customers and prospects. And since QR Codes are the kind of thing that the internet is uniquely scaled for, it's a great tool for small businesses to incorporate into their messaging on trade show displays and a lot of other marketing media and collateral. Here are the basics and some information on where your company can find out more if it wants to use QR codes to deliver information to customers at a trade show. First, what is this funky little symbol, the QR code? A good analog might be a turbo-charged bar code. Like a bar code, it's a binary coded image that connects (or is related to) some other and non-obvious information. Here is a picture of a QR code and some basic information courtesy of Wikipedia. So when a bar code gets scanned, it identifies the item and often the retail price. But when a QR code gets scanned by a mobile phone on your company's pop up graphics, it will connect to a web page - what it does from there is up to you. More and more people have scanner apps on their mobile phones so that these can read a QR Code. But it's an easy way to get engagement from your audience at a trade show that is persistent and this engagement can lead to a sale. Here are some practical trade show applications for QR codes - again, these aren't limited to trade show marketing messages. Assume for this example that your company has 3 banner stands and that they each showcase a different new product your company has introduced. There's a lot to say about these new products but you (being smart about your trade show graphics) know that you'll lose your audience if you put too much text on the banner stand. And you don't want to print a lot of brochures - they're expensive and people just throw them out. If you put a QR code on each banner stand, when a visitor scans it he or she can be taken to the product page on your website. Or perhaps to a sign up page for a discount coupon for that product. Regardless, the point is that you have an opportunity to create an engagement with the audience - studies have shown that getting your audience to take action will have a higher probability of a sale. Another example - put a QR code on your hanging sign or your large modular display. In this case, since there's not a specific product that's being promoted, you may want to take them to an email list sign up page or an information request page. But once again you've created an action by your trade show audience that will increase the likelihood of a sale. The best thing about a QR code is that they are relatively unobtrusive and they can be scanned at a great distance - 30 feet or more. They can enhance your graphics by allowing your company to include a lot more information on a small trade show display than you would otherwise be able to. And they create audience engagement by getting your visitors to take action. Best of all, a QR code is simple to create and it can be printed by most inkjet, flatbed or fabric printing techniques.
So your current trade show graphics company can include it in your artwork and have it printed with your graphics. Now, your own company (or your company's design firm) will have to do some additional work - build a landing page, for example, or an email registration page - so that your visitor will have something to do when their browser takes them to the web. But this is pretty easy to do - another area where the internet has leveled the playing field. For your next trade show, consider putting a QR code on your company's pop up display graphics, banner stand or fabric display. It's a great way to add a new customer dimension and stand out in a crowd.
Ted Ridgway is President of Impact Displays, a full service display houe that offers a full range of trade show displays and trade show graphics as well as trade show tips to make your next trade show a success. Impact Displays is located at 1934 Junction Avenue in San Jose and can be reached by calling 877-217-6850 or by emailing info@impact-displays.com.
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