Making it easy to capture attendee data, and for attendees to get more information about your product/service is key to event and trade show marketing. Every field marketing professional can use a variety of technologies at their disposal to stand out from the crowd. One popular example is QR Codes – perhaps the most effective in an event planner’s toolkit.
Having QR codes directly connected to your marketing automation tool, such as Pardot (Account Engagement) is a no-brainer.
What is an “Event” QR Code?
QR Codes are square portions of posters, adverts or web pages which look a little like the white noise on television screens. When smartphone users scan them with their cameras, these codes are translated into links which take the phone user to a specific web location.
In an event/trade show scenario, QR Code systems allow planners to create slick event invitations, including buttons to add events to calendars, links to Google Maps, and compatibility with Eventbrite.
How to generate and integrate QR Codes with Pardot Marketing Automation
If you need to send an event confirmation email from Pardot, you can easily insert a QR Code in your email template and send it to your prospects.
To generate a dynamic QR Code unique for each of your registered prospects, I recommend using:
You should insert a variable into your link to make it unique to the individual prospect, such as Prospect ID or email address (for non-AMPSEA accounts). These variables are fundamental because they create the link between the QR Code and the prospect record in Pardot.
How it works in action
During the event, when someone at the registration desk/your booth scans the attendee’s QR Code, it redirects to a Pardot Landing Page with a form where the attendee can confirm their attendance. The variables that you insert in your QR Code, can pre-fill your form and also track the action related to a particular known prospect…and speed up your registration during the event!
Other use cases for QR codes at events?
Here some more examples, but I’m sure there are many more to add:
- Launch Pre-event registration (you can also print it)
- Lead capture
- Product interest survey
- Link to a post-event survey
- In presentation content
The possibilities are endless, and as long as you understand that QR codes are no gimmick, you will be able to achieve great results. Last but not least, have in mind that the content of your QR code is meant to be displayed on a mobile device – optimization is a crucial aspect of the whole process.