by Noorbanu Muraj 
Looking to run an event using QR codes in Pardot, but you’re not sure how to? Read on to find out how you can implement QR codes throughout your marketing strategy and provide a unique user experience to your customers.
At first glance, Quick Response Codes, or QR Codes, look like an assorted puzzle of black and white checked pixels randomly composed. However, these are a type of two-dimensional barcode that is made up of specific structures that relate to certain pieces of information and can be read using smartphones or other devices that are dedicated to reading them.
QR Codes have become increasingly popular in the advertising and marketing world and many businesses implementing them have benefitted from better engagement. There is also the ability to share information with their customers more easily and they act as a connector between the physical world and the web.
QR Use Cases
They are easy to set up and offer marketers a range of possible use cases. When used well, they provide a quick response mechanism and higher levels of engagement.
Integrate QR Codes with Pardot
Events
Event planning is one of the key aspects of marketing. Marketers must use every tool at their disposal to attract prospects to an event. Using QR codes for your events is a simple but effective strategy. They can be used from the initial event invite to registering your attendees at the event. You can even implement QR codes after your event in the form of a post-event survey.
Set up QR Codes in Pardot
To set them up in your Pardot emails you have to generate a dynamic QR code unique for each of your registered prospects. There are many QR generator tools available, such as ZXing project.
It’s recommended to insert a variable into the link that will make it unique to the individual prospect. For example, you can use the Prospect ID or email address. This will help identify the link between the QR code and the prospect record in Pardot.
How it works in action
When a prospect at your event registers themselves using their unique QR code, it will redirect them to a Pardot Landing Page. Here they can confirm their attendance with a form. The variable you had inserted into the QR code will identify the prospect, pre-fill the form and also track the activities related to the known prospect!
Conclusions
Setting up QR codes in your Pardot assets is indeed a unique tool that can help speed up your registrations at events. However, it can be time-consuming to generate a unique QR code for each prospect, especially if you have many registrants. Therefore it is important to consider which assets will provide value by implementing QR codes.
Master Pardot with Events
Did you know that we have a guide about Event Management in Pardot?
Take a look and become an expert now!