6 QR Codes Best Practices for Event Marketing

Sally Wright Feb 5, 2025

QR codes are a powerful tool for event marketers. Whether you’re hosting a trade show, conference, concert, or festival, QR codes offer a simple yet effective way to connect with attendees, streamline processes, and enhance the event experience. When used correctly, QR codes can increase engagement, drive traffic, and gather valuable data that can shape future marketing strategies.

To help you maximize the impact of QR codes at your next event, we’ve outlined six best practices that will elevate your event marketing efforts.

Design QR Codes for Visibility and Engagement

When incorporating QR codes into your event marketing, it's essential to ensure that they stand out and grab attention. An effective QR code doesn’t just look like a generic black-and-white square—it’s part of your event’s branding and visual identity. Here's what you can do to the QR codes you generated from a free QR code generator like QR Codes Unlimited.

Make it visually appealing: Customize your QR code with your event's color palette, logo, or a fun graphic. A branded QR code can add a touch of creativity while making the code more recognizable.
Strategic placement: QR codes should be placed where attendees can easily spot them, such as at the registration desk, on tickets, banners, signage, and even in event programs. The more visible the QR code, the more likely it is to be scanned.
Eye-level positioning: Position QR codes at eye level to encourage people to scan them without having to bend down or stretch up.

By designing your QR codes thoughtfully and placing them strategically, you can make sure they capture the attention of your audience.

Provide Clear Instructions for Scanning

While QR codes are widely used, not everyone knows exactly what to do with them—especially in event settings. It’s crucial to give attendees clear instructions so they know exactly what they’re scanning for and why.

Add instructions: Alongside each QR code, include a short, clear call to action, such as “Scan to Register” or “Get Exclusive Offers Here.” This provides context and guides the audience on what to expect after scanning.
Pre-event and on-site instructions: Use QR codes in pre-event marketing to encourage attendees to register, buy tickets, or access exclusive pre-event content. During the event, QR codes can help them view the schedule, access session details, or participate in live polls or surveys.

Having simple instructions that explain the benefits of scanning the QR code will encourage more attendees to interact with it.

Link to Mobile-Friendly and Relevant Content

Given that most people scan QR codes using their smartphones, it’s essential to ensure that the content linked to your QR code is mobile-optimized. A seamless mobile experience will keep your attendees engaged and enhance their overall experience.

Mobile optimization is key: Ensure that the landing pages, registration forms, or content you’re linking to are designed for mobile devices. A website that’s difficult to navigate on a phone could deter attendees from completing the action.
Relevant and valuable links: The content you provide should be highly relevant to the event. Consider linking to event schedules, speaker bios, sponsor information, live updates, or access to exclusive content such as behind-the-scenes videos. You can also use QR codes to promote special offers or access exclusive event discounts.

Mobile-optimized content that adds value to the attendee experience will encourage more interaction with your QR codes.

Use QR Codes to Drive Social Media Engagement

QR codes can be a powerful tool to boost your event’s social media presence. Use them to drive interaction and increase the visibility of your event online.

Promote social media: Place QR codes on event signage or materials that link directly to your event’s social media channels or hashtag. This will make it easier for attendees to follow the conversation and engage with your event in real-time.
Incentivize sharing: Encourage attendees to share their event experiences on social media by offering rewards for using specific event hashtags or sharing event photos. A QR code can be a quick way for them to find the right hashtag or contest page.
Engage attendees: You can also use QR codes to run live polls, surveys, or contests, which will keep attendees involved throughout the event. Adding interactive elements will help make the event experience more memorable.

By linking QR codes to your social media platforms, you encourage attendees to actively participate and spread the word about your event.

Track QR Code Analytics for Event Insights

One of the significant advantages of using QR codes is the ability to track and analyze user behavior. QR codes can provide valuable data that will help you assess your event’s success and improve future marketing efforts.

Gather data: QR code tracking allows you to collect information such as the number of scans, location of scans, and device types used. This data can provide insight into which parts of the event generated the most interest.
Measure performance: You can track the performance of different QR codes placed across various channels (e.g., event banners, social media, email campaigns) to understand what works best for your audience.
Post-event follow-up: After the event, you can use the data to follow up with attendees, send personalized offers, and continue the conversation based on their interactions with the QR codes.

Tracking QR code analytics can provide actionable insights that help optimize your event marketing efforts for the future.

Make QR Codes Part of Your Overall Event Strategy

QR codes should be an integral part of your event marketing strategy, not just an afterthought. When used correctly, QR codes can help you create a seamless, connected experience for your attendees.

Integrate with other marketing efforts: Combine QR codes with email marketing, digital ads, social media posts, and print materials. This integrated approach ensures that attendees have multiple opportunities to interact with the QR codes.
Cross-promotion: Use QR codes across different channels, such as event apps, tickets, flyers, and booths. The more places attendees encounter QR codes, the more likely they are to engage with them.
Consistency: Maintain consistent messaging and calls to action across all platforms. Whether it’s for event registration, a discount, or social media engagement, your QR codes should support and reinforce the overall event theme.

QR codes should align with your larger event marketing goals, helping you connect with attendees across multiple touchpoints and create a more cohesive experience.

Conclusion

QR codes have become a game-changer for event marketers, offering a simple and effective way to engage attendees, streamline event operations, and enhance the overall experience. By following these six best practices—designing visible and engaging QR codes, providing clear instructions, linking to mobile-friendly content, driving social media engagement, tracking analytics, and integrating QR codes into your overall event strategy—you can ensure that your QR codes play a key role in the success of your next event.

So, the next time you plan an event, don’t overlook the power of QR codes. When used strategically, they can boost engagement, streamline processes, and help you gather valuable insights that will shape your future event marketing efforts.