If you’re marketing an event, you’re competing for attendees’ attention, along with all of the emails, social media updates, blogs, texts, and traditional print media that comes their way.
Here’s a high-tech method you can use to stand out: try a QR code. Originally developed in Japan, the QR code (QR stands for quick response) is a block of little black and white squares that you scan with a smartphone app. Hidden in those squares is a URL. When you scan the code, your smartphone browser is taken to the website attached to the code.
Think of the QR code as a digital treasure. Marketers who are using them well are pointing people to videos, customized landing pages, special discounts or deals, and event content. In August, an event called Party-Arty: Secret Pop-Up Art Gallery in Portland, Ore., was promoted through postcards containing QR codes. The image on the right was featured in a post on the 2nd Code blog. Attendees scanned the QR code to find out the secret time and location of the event. When people showed up, they found a gallery of framed QR codes. They scanned the codes with their smartphones and each code brought them to a digital version of a work of art.
Want to engage attendees and give them clues leading up to the event? Try a scavenger hunt. You might have seen the Starbucks QR code promotion this summer. The coffee chain partnered with Lady Gaga to create a scavenger hunt, using QR codes for the clues.