Tradeshow Marketing Expert & Dynamic Public Speaker/Trainer

September 24, 2013

Dear Tradeshow Exhibit Buyer, (an open letter to first-time exhibitors)

Dear Tradeshow Exhibit Buyer,

We haven’t met before, but I thought I might take a few moments to share some thoughts on your upcoming quest to find a new tradeshow booth consultant to assist with design and fabrication.

Bob's Red Mill custom booth at Expo West 2013 — Bob’s Red Mill custom booth at Expo West 2013

First – congratulations! Tradeshow marketing is one of the most effective ways of marketing – IF you do it right. If you do it wrong, it can possibly be the biggest waste of marketing dollars you’ll spend this year. And if you do it wrong, you’ll have little to show for it. And if that happens, your mind will be poisoned with the thought that tradeshow marketing is a WASTE of TIME AND MONEY!

But…if done right, tradeshow marketing can be the BEST way to spend marketing dollars. Why? First, it brings you face-to-face with hundreds, perhaps thousands, of people that are in the market for what you’re selling.

Second, it gives you a chance to establish a brand in visitors’ minds in just a few short seconds as they approach your booth. That brand can be reinforced by a well-trained staff once those visitors spend a few moments at your booth.

Third, it can cut the cost and the length of the sales cycle. By meeting people at a tradeshow and qualifying them (or disqualifying them as the case may be), you can quickly determine where they are in their pursuit of your product or service. That also quickly determines your next step – which can be confirmed with them before they leave your booth.

Finally, while tradeshow marketing can be exhausting, it can also be FUN. You can get your team away from the office to a far away city. By getting people out of their comfort zone, they tend to depend on each other. By focusing on the exhibiting task at hand during the day, you build trust and respect and confidence in your team. By letting off a little bit of steam after hours with each other, you help each of them appear more real.

So, what to do first?

Here’s a quick checklist before you choose an exhibit and design team.

Know your goals. Define those goals and be specific. Even though the overall goal of tradeshow marketing – any kind of marketing – is to grow the business and bring in more sales, each show may have a slightly different goal because of the nature of the show. If you plan to exhibit only once a year, it may work to try different exhibit companies out. But if you plan to exhibit several times a year, take your time to work with an exhibit consultant that you are comfortable with and enjoy working with personally. If an exhibit house is competent – and certainly most are – the most important factor is how well you get along with them.

Understand the timeline. If you are looking to purchase a small ten-foot inline booth from a catalog, you really don’t need much time to do that. Graphic design will usually take the most at this point. On the other hand, if you’re building a 30×30 custom booth, plan on several months. A recent large custom booth our company worked on took about 8 months from the kick-off meeting to the set-up at the show. Know your timeline and build in extra time for reviews and speed bumps – you’ll always have them. A good tradeshow project management knows what a realistic timetable is and can advise you on what it will take depending on what you want.

Know your budget, and remember that exhibits can be expensive. If you don’t have a realistic idea up front what your company is able to spend for a tradeshow booth for design and fabrication, it can get awkward awful quick! Any reputable designer will not start on a design until he knows how much a company has to spend. A good consultant will likely start the conversation by sharing industry averages, and then explaining how their company’s pricing compares to those numbers. For a quick rule of thumb, for inline booths, expect to spend around $100 a linear foot. For custom island booths, the price can range upwards from about $140 per square foot. Electrics and special lighting can drive the cost up, but those are good rules of thumb to start with.

Plan on training your team. Even if it’s a small show with just a couple of staffers, it pays to be prepared. When your team knows how to quickly qualify and disqualify visitors, it will immediately increase the lead count. Booth etiquette is important, too. No eating, talking on cell phones, standing with arms crossed, etc. All of those behaviors – and more – keep visitors away.

There’s more than just the show – there’s pre-show marketing and post-show follow up. Before the show, your company should be reaching out to potential visitors, informing them of the tradeshow appearance, and what you’ll be doing there: new products/services, special appearances, contests, etc. A social media marketing full press before the show will help draw interest and people to the show and to your booth. A good tradeshow marketing consultant will be able to assist you with planning and execution of your pre-show marketing. Post-show follow up is twofold: sales and marketing. Sales will be following up on all of those leads based on urgency; marketing will be taking content created from the show (videos, photographs, etc) and dripping them out via social media and other outlets to not only remind people of your appearance, but to tease them a bit for next year’s show.

Designate a point person for all ‘official’ communication between your company and the consultant company. While your company may have a marketing team all chiming in with their opinions on the design and fabrication process, when you designate a single person to funnel all communication through, decisions become easier – and final. If the team decides that the color is blue and the point person communicates that to the consultant company’s point person, then that decision is final and the process moves forward.

Jump in! Once the kick-off meeting is underway, trust the process. If you’ve never gone through the process of designing and fabricating a tradeshow booth that fits your company’s needs, keep in mind that your consultant has done it – many times. They’re professionals. Trust them to stay in touch and guide you through the many decision points you’ll have along the way. Follow the designer’s lead and offer your candid assessment of the design and watch how it changes until it becomes a final product ready to be fabricated. Trust your graphic designers. Trust your instinct.

By following this checklist, you’ll go into your booth project with eyes open.

And that’s a good thing!

Grab our free report “7 Questions You’ll Never Ask Your Exhibit House” – click here!

September 18, 2013

Generate Buzz By Getting Social For Your Next Tradeshow

This is a guest post by Matthew Brennan.

Tradeshows can wield a terrific impact for businesses. The effect of waves of people coming to your tradeshow booth to find out more about what you do – and buying from you – can be great for the bottom line.

The thing is that trade shows can be crowded, and you need to work hard to set yourself apart from the competition. That can be accomplished in person with great banners, marketing materials, and branding. But there are things that you can also do with social media to generate a buzz that will keep people talking for a long time.

Use Twitter Hashtags to communicate – Twitter hashtags are a great way to make sure that the conversation keeps going. If people have a question after they leave your tradeshow booth, or simply want to talk about what they saw, they can leave a tweet with the tradeshow hashtag. That way they can be sure that the right people see what they’re talking about.

Hashtags are simply the pound sign immediately before a word on a tweet. It makes them searchable in Twitter, so anyone attending the show, or looking to find out more information, can find it.

Use giveaways – Are you giving some promotional products away at your Nimlok tradeshow booth? You can use these items to spark a little interest online. Mentioning them on your Facebook page or in a tweet can motivate people to make an appearance, and see what you have to offer in person.

Why not let people know that you’ll have a free _____________ to the first 100 people? If what you’re giving away is truly valuable, it may just be the incentive to get them to come earlier, creating a demand.

Preview your exhibits at the show – Do you have something great planned for your tradeshow booth? Facebook and Twitter are the perfect place to give your customers and fans a little taste of what they’ll be in for on the tradeshow floor.

What aspects of your industry or business are you highlighting? Is there something specific that you’re looking to promote? This is the place to expand your reach and get in front of people. Letting people know what they can expect ahead of time can increase the crowd.

Use QR Codes – Your marketing doesn’t have to be strictly from the online world to the trade show floor. You can use your tradeshow presence to drive people back to your website and social platforms and create more long term relationships. This can be achieved easily through the use of QR codes. You can put these simple codes on any of your marketing materials, and when your customers scan them, it will return them to a specific website of your choice.

You can send them to your Facebook page, if you want them to become a fan. You can send them to your blog if that’s where you’re publishing your best content. You can send them to a Pinterest page, if that’s where some of the best pictures of your work reside. The possibilities are endless. This is a great way to keep people wanting more.

Use The Same Graphics And Logo – You worked hard to come up with the perfect banners, branding and message for your offline tradeshow presence. Don’t throw that all away. Make sure that your Facebook and Twitter cover photos incorporate the same design. This will help keep a consistent look and feel between your offline business and your online presence.

About the author: Matthew Brennan is a marketing writer based in the Chicago area. He regularly writes about content marketing, blogging, and engaging with your audience. He has been published on ProBlogger, Soshable, and Business2Community. Connect with Matthew on his website, www.matthewlbrennan.com, LinkedIn, Twitter, Google+.

September 11, 2013

Five ways to use social media at your next trade show event

The following is a guest post by Amanda of It’s Blogworthy.

Several years ago, trade shows were a completely different type of event. Vendors spent time face-to-face with clients, but after clients moved to the next booth, the interaction was essentially over. Marketers at trade show events worked tirelessly to bring customers in to their company’s area with giveaways, door prizes and specialty items.

In the past few years, trade shows have become an interactive event that begins before the show starts and doesn’t end until far after the booths have been packed up. Although marketers still use traditional materials (free pen, anyone?) social media has allowed them to connect with clients and potential clients in a whole new way. Will you be attending a trade show soon? Download the best apps for trade shows and check out these five ideas for making the most of social media at your next trade show.

Promote your attendance before the trade show begins on Facebook to build excitement about the event. Encourage customers who will be attending the event to visit your awesome Nimlok booth, and use your social channels to engage with them before you set foot at the event. Create a Facebook event and invite your customers, which can help you see what kind of traffic your booth might have. Use questions and polls to gauge interest. During the event, post up-to-the-minute pictures and behind-the-scenes shots of your booth, and don’t forget to post a post-event wrap-up.

Use Twitter to connect with your customers and other vendors using the official hashtag for the event. You can use this hashtag to judge social media interest in the event and seek out your target audience. Twiter is a great way to break the ice before the event and establish friendly relationships with potential customers, which may encourage them to stop by your booth when they arrive. Twitter is also a great way to connect with reporters, media outlets and influencers who will be covering the event; you may be able to spread news about promotions or company news through these channels.
If you have products that can be demoed – or an especially charismatic sales rep who will be attending the trade show – YouTube can be a great marketing tool before your trade show, during and after. Think about creating a series of videos hyping up your booth and sharing it through your social media channels and on the official hashtag for your event. At the trade show, take a quick video of your booth in action, or short interviews with individuals who stop by your booth (especially if he or she has a large social media network and may re-share your content.) YouTube makes it easy to create fun, informative videos and get them out to your audience quickly.
Create a Foursquare listing for your booth and encourage people to check in when they stop by. Foursquare may not be utilized by an extremely wide audience, but for the tech crowd, “mayorships” and badges can be highly sought-after social media rewards. Also, offer a prize for checking in to encourage the use of this channel with your audience.
Twitter, Facebook and Foursquare are all fun ways to enhance your trade show experience, but LinkedIn may be the way to close the deal with new clients or customers. Encourage them to join your company’s LinkedIn page to learn more about your business and connect on a professional level. You can also use your LinkedIn channel to promote professional development seminars or speaking engagements during the trade show event.

About the author: Amanda is a social media manager for a health care organization by day and a blogger and freelance writer by night. She’s also a mom to an amazing 2 year-old boy and wife to a great guy who indulges all her celebrity gossip. Amanda loves coffee, fashion, social media, and cats (not always in that order.) Her work has been published on family.com and blogher.com. Visit Amanda’s blog, It’s Blogworthy or follow her on Twitter and Google+.

September 3, 2013

Best Apps for Tradeshow Travel

A tradeshow attracts all sorts of people: vendors, exhibitors, store owners, tradeshow managers, booth handlers and more. They all have different goals at the show. But it’s safe to say that many of them end up doing a lot of the same tasks with a smart phone or iPad, which means that many use the same apps.

Here is a list of apps I’ve used a past tradeshow junkets that come in handy. Some are essential while others are just nice have.

Google Maps

Whether you use Google Maps of the native iPhone mapping app, getting from Point A to Point B in a rental car should be as easy as possible.

Alarm Clock

Yeah, who needs the hotel alarm clock when you have your clock app? I was glad I had it the time the power went out at the hotel!

Camera

Having a camera on your smart phone can be the handiest thing you’ll ever use. Need a picture of a booth? Want to record a quick video testimonial?

The Weather Channel

Yes, you spend most of your time inside, but knowing what’s going on outside can help you adjust travel and meeting schedules.

Wikipedia

You could just open up your web browser, but the Wikipedia app makes it that much easier to look up something specific.

AAA

Driving a rental car means you assume risks. AAA’s app is very useful in helping you get roadside assistance, searching for hotels, and perhaps cashing in on member-only deals.

WC Finder

Out walking and need a potty? The WC Finder may help you out. I say ‘may’ because it doesn’t always have accurate information – although I’ve found it is correct more often than not.

GasBuddy

You have to fill up the rental car before returning it. This app gives you easy access to the closest, lowest-priced gasoline.

Hidden

Helps find your iPhone if you lose it. Of course, you’ll need a laptop or an iPad or you’ll have to coordinate with someone back in the office to find it, but Hidden is great at tracking lost iPhones.

ATT Scanner

One of many QR code scanners on the market.

Vine

Is Vine a source of silly six-second videos or does it help capture a client’s buzz and help spread it around? Once you try it, you may find you like it.

Twitter

Set up your account to ping you whenever you get an @reply. Great way to keep up with online buzz by searching hashtags.

Facebook

Post photos, updates and more quickly.

Foursquare

Check into places – you might even learn something about the area or see that a client or prospect is on Foursquare, too.

Carbonite

This has saved me more times than I can remember. Back up the computers at home and have immediate access to any archived file, like a forgotten set-up drawing or contact information. Easy to view and download files, which you can then forward via email.

Dropbox

Much the same as Dropbox, although there are strong differences. Dropbox can have shared files and folders, which can give clients access to files with more ease than Carbonite.

Evernote

While I’ve used this app for a couple of years, I know that I haven’t come close to using all of its features. Those that do rave about it for file clipping and saving things that you can easily access on any device.

Appzilla

99 apps in one, including things like auto camera, Clinometer, Decibel measurement, flashlight, Plumb Bob, Sleep Aid and even a ton of fun things like generating a fake phone call or fake text when you just have to have a good excuse to get out of a meeting.

Instagram

Everyone is here posting filtered photos, are you? Not essential, but lots of eyeballs there.

Pinterest

Great place to view and post photos of clients, booths, meetings, people and more.

Skype

Make cheap phone calls on wi-fi or 4G.

Starbucks

Find and pay for coffee.

Pandora

Listen to your favorite tunes!

What are your favorite tradeshow travel apps?

August 13, 2013

Tradeshow Marketing IS Your Brand

Are you going to a tradeshow simply to sell products?

Right! Of course you are!

But seriously, there’s more to a tradeshow than just selling. Among other things, there’s no doubt that you’re there to build brand equity and credibility.

From a practical standpoint, your tradeshow booth not only has to function to meet your exhibiting goals, but the booth itself should shout “THIS IS US!” without anyone saying a word.

From the look and feel of your booth to the style of interaction with your visitors, anyone who drops by should go away with a distinct feeling of what your brand is all about.

Having seen the design process from initial discussion to final fabrication and set-up, I can say that creating a booth that helps build brand equity is not an easy thing. It’s also not that hard. Anyone who’s been with the company for a few years knows the brand inside and out. They know who their customers are, they can describe the brand in a sentence or two and they know how their products are perceived in the marketplace. They also know how they separate their brand from their competition.

All early discussions in a booth-building process should focus on the brand: who you are, what you do, how does the marketplace perceive you, etc. You have collateral on hand that aptly demonstrates the brand. All of this will be communicated to the designer, who – if she’s competent – can craft a design that does indeed should “THIS IS US!” to any tradeshow visitor.

Beyond the look and feel and function of the booth, though, when you exhibit at a tradeshow, you are giving visitors the most important aspect of your brand: your representatives. These are usually employees, although some reps may be hired professionals, which should know your business and product line inside and out. They should be 100% aware of the company’s goals at the show – and how those show goals may differ from other shows – so that if any visitors pops an unusual question, they can address it confidently, whether it means finding someone who knows the right answer, or if it’s even a question that should not be answered at all.

A visitor will not stop at every booth at a tradeshow. That’s impossible – there’s not enough time! A visitor will leave the booths they visit with a strong impression of the company. That impression will be gathered from the few moments they stop at a booth: the look and feel of the booth and the interaction of the staff, and the product offerings. Miss one of the links in the chain, and the impression may be easily outweighed by one or more of your competitors.

The way you draw your visitor to your booth also plays into their perception of your brand. Did they receive an email invitation? A direct mail piece? Did they see a tweet or read about your appearance on Facebook or Google+?

Every bit of the pre-show invitations and post-show follow-up should adhere to the line of building brand equity.

The sum of all of these efforts is the final impression that your visitor receives from your show appearance. How many pieces are you missing? How many are complete?

July 26, 2013

Online Customer Service: a Personal Experience

Okay, it’s only happened a couple of times to me, but they were both significant, so they’re worth recounting.

When I moved last year, Comcast said the best way to transfer service to my new house was to just take all the equipment to the new location and give ‘em a call when the hook-up was complete and they’d just turn the switch and voila! we’d have service!

Well, generally speaking, that happened, except for one thing. I have online voice mail access, and no matter what I was doing, or who or how often I was calling, or who was at the other end of the line, they couldn’t make my voice mail appear online. It worked fine on the phone, but I was used to checking it online. For whatever reason, Comcast insists on creating a whole new account when you move and transferring everything over, which was one of the main reasons the voice mail wouldn’t transfer seamlessly.

After several calls in 8 weeks and several promises that it would happen, in my frustration I tweeted:

@comcastcares Been 8 weeks since I moved and Comcast is still unable to figure out how to restore access to online voice mail. #epicfail

— Tim Patterson (@tradeshowguy) October 30, 2012

@Comcastwill responded right away and connected me with a tech who solved the problem within 24 hours:

@ComcastWill thanks for looking. Since moving late August VM has been up briefly 2-3 times, but always vanishes.

— Tim Patterson (@tradeshowguy) October 30, 2012

@comcastcares Thx to Erica in Denver, my online voice mail is now working!

— Tim Patterson (@tradeshowguy) October 31, 2012

In another instance, my company was having an ongoing discussion over disagreements in a contract with Cision after we had leased Radian6 to use for social media research for a client. It seemed no matter how we responded or whom we responded to, it was as if no one was listening. The emails, phone calls and letters we sent were ignored. When we did get a communication from Cision, it was always a new person with no knowledge of any previous communication, and the conversation had to start all over from the beginning. We even sent the CEO a registered letter hoping to at least get someone’s attention, but to no avail.

Finally I posted this on Twitter:

@cision How do we get a reply from the Cision CEO? He failed to respond to a registered, certified letter this summer over a contract issue.

— Tim Patterson (@tradeshowguy) November 19, 2012

Within a couple of days (it wasn’t immediate), I heard back from someone at Cision asking for a phone number so they could contact me. I gave it to them, and was contacted by someone that was actually interested in helping us resolve the issue. It took a few weeks and some back and forth, but it was resolved to our satisfaction.

It really shouldn’t surprise me, but customer service is very active on Twitter. Is it because companies are dedicating resources to tracking online conversations, or manning the Twitter accounts? Are they afraid of having a negative experience go viral, which has happened too many times to count? Is it just smart business? Or is it something else?

Whatever the impetus, I like that there is often a quick way to get someone’s attention and get issues resolved.

July 9, 2013

What’s the World Domination Summit? Nothing Short of a World-Class Event

So how do they do it? How do the volunteer organizers of World Domination Summit pull off a top-notch, world-class event – including tripling the attendance in the past year?

Perhaps we should start with what in the world IS the World Domination Summit? While you’re likely to get a few thousand answers when you ask the attendees, to my mind the event is a gathering of creative, innovative, entrepreneurial-minded folks from dozens of countries that takes place over a long weekend in Portland, Oregon every July. It just wrapped up its third year. Yup, its third year.

Author Don Miller onstage at World Domination Summit (photo credit: Armosa Studios)

Year one – 2011 – saw almost 500 people gather for two days of speakers, workshops and casual networking meet-ups. 2012 that number doubled to about 1000. This year, the attendance was 2800, filling the historic Arlene Schnitzer Concert Hall in Portland for two days of presentations along with several other smaller workshops and meet-ups where attendees got to listen to and interact with authors, speakers, literary agents, entrepreneurs and other creative folks.

And every one of them seemed to be in a damn good mood all weekend long!

The event was started a few years ago by author and blogger and world traveler Chris Guillebeau, who had been mulling over the idea of gathering some of his blog readers together for a couple of days of listening to interesting speakers, exchanging information and learning. He hoped he’d get 50 people – and ended up selling out almost 500 tickets, with demand for much more.

After the first year – in which he admits he lost around $20K – he realized he needed to get a little more organized on how to actually run a successful event. Well, the event was successful from the attendee’s standpoint, but when the organizers lose twenty grand, something has to change.

As the preparation and organization for year two of WDS wound down, they realized they’d have about $100,000 left over. What to do with the money? After all, the idea was not to make a profit (although they didn’t want to lose any), but to help people out in their endeavors. It was decided to give the money back to the attendees, and at the end of the event each person got an envelope with a $100 bill and a note urging them to put the ‘funds to good use. Start a project, surprise someone, or do something entirely different – it’s up to you.’

Of course, there’s a large social media component to the event, with an online searchable database so you can connect with and learn about other attendees, as well as overt promotion of the event hashtag #wds2013. Loads of tweets and events, packed with thousands of photos, showed up continuously throughout the weekend. As I’ve observed many times before, events and social media fit together like hand and glove – they’re made for each other.

Many attendees have posted photos on their Flickr accounts, including this cool collection from Mike Rohde, which gives a good representation of the event through his creative note-taking.

Now that the third year of WDS is over, what made it such a successful event?

From my vantage point as a twice-attendee (2012 and 2013), I think there are two keys: first, it’s absolutely non-corporate in any way shape or form. There are no logos anywhere (except WDS), and no mentions of any underwriters. I admit I really appreciate that aspect. Second, it comes off as a genuinely helpful gathering of like-minded people who simply love getting together.

At the Saturday morning keynote from presentation expert Nancy Duarte, I sat next to a woman named Vicki and asked her why she came. “I’m addicted to inspiration,” was her response. I’ve been reflecting on that ever since. Addicted to inspiration. We all want and need inspiration – and the World Domination Summit gives it – in spades.

The speaker line-up ranges from well-known authors, writers and radio host to not-so-well known people who simply have a great story to tell. In between there are interesting highlights of attendee stories, the Unconventional Race, lunch meet-ups, indie-movie screenings, yoga breaks, wide-ranging workshops and much more – all topped off by a private party in downtown Portland at Pioneer Square, which got passers-by wondering just what the hell was going on behind the fences!

At one of the gatherings, entrepreneurial expert Andrew Warner interviewed Chris and they spent time discussing the money aspect of the event. Surprisingly (or not), there are no secrets. As Chris said, there are 2800 people attending, most of whom paid about $500 – do the math (it’s around $1.3M gross). But as he said, renting the halls, producing the various pieces of swag, offering catering for mid-morning snacks, renting Pioneer Courthouse Square et al – it all adds up. The event was expensive to produce – and all of the speakers are non-paid volunteers (what wasn’t clear is if their travel and lodging were paid for; I’d be curious to know that).

In other words – the World Domination Summit is unique in a true sense of the word: there’s nothing quite like it in the world. Attendees feel like they’re ‘in’ on something that no one else is.

Takeaways:

Be unique – do something that is unlike anything else.
Don’t taint it with corporate sponsorships, which ultimately take away from the uniqueness.
Offer a wide variety of speakers.
Surround the event with mini-gatherings to spur more networking.
Have a great sense of humor about how everything works – and be ready for things to go sideways.
Be open about all aspects of the event.

Check out the complete set of #WDS2013 photos provided by event organizers here.

May 21, 2013

Are You STILL Using QR Codes?

Are QR codes even worth using anymore?

I admit it. I carry a cell phone around with me that can read QR codes in an instant. Yeah, it’s the new iPhone 5. Works a whole a better than my last phone, the iPhone 3, which was my last phone.

QR Codes not optimized for smartphone — Why is it so hard to optimize a QR Code link landing page for smartphones?

Nonetheless, I scan QR codes all the time. Why? Because I want to see if they work. And, it appears that many of them fail miserably.

Most QR codes miss at least one of the three main items that are required for a successful QR code. One, they have to be easy to scan. Two, there has to be an explicit stated reason to scan the QR code. And three, the link that you are taken to must be easy to read and optimized for a smart phone, since most QR codes are scanned on a smart phone.

When I was at Expo West in Anaheim in March of this year, I scanned about 15 QR codes. Not one of them had all three of those items in place. Most had the first two, but failed on the third – which is the optimization of the landing page for the QR code.

I’ve seen a number of articles in the past few months that lament QR codes, and some even go so far to say that QR codes are dead. I don’t think QR codes are dead, but I do think that they are not used quite as much as they used to be. Just a couple of short years ago they seem to be ‘the new thing’ but it never quite materialized in that way. Instead, QR codes are more effective when used for a very specific purpose such as downloading a sell sheet at a tradeshow, or linking to a specific landing page for more information then you can easily show.

However, it still comes down to this small but apparently difficult challenge: getting all of the elements of your QR code right before launching it. First, make sure people know exactly what they get when they scan the code. Describe what it is they’re going to get when they scan it. Is it more information? Is it a contest they can enter? Is it some downloadable PDF file that gives them more information? Is it a white paper?

Next, make sure the QR code is easy to scan. Black ink on a white background on a fat surface is best. It should be at least an inch to an inch and a half in size. If you really want to make a big deal every cougar out of your QR code make it a foot in size and invite people to scan it. Put it in their face.

Third, create a landing page that looks great on a smart phone. A typical webpage comes up on a typical smart phone with such small font and graphics that it is useless and people will just go away.

Finally, test it! Print out your QR code in real size, scan it with several smart phones in your company, examine the results and make sure it all works.

No, I don’t think QR codes are dead. But it appears that most companies attempting to use them are slowly killing them by misuse.

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All posts by: Tim Patterson

Dear Tradeshow Exhibit Buyer,