The rule: never print a raw URL
When placing a booth QR code on printed materials — signage, table cards, step-and-repeat banners, event programs — always route it through a redirect service, not directly to the destination URL.
Why
Printed materials cannot be changed after they go to print. If the destination URL ever changes (event moved, link expires, URL restructured), a QR code pointing directly at it becomes permanently broken. A redirect service lets you update where the code points at any time, even after printing.
Real scenarios where this matters:
- The event URL changes or the client rebrands between when materials are printed and when the event runs
- You're reusing signage across multiple events and need to update the destination each time
- A technical issue requires switching to a backup URL on short notice
Recommended approach
- Create a redirect link using a service like QRCode AI (the one Pictor uses at its own events) or a similar URL shortener/redirect tool.
- Set the destination to your booth or virtual booth URL.
- Generate the QR code from the redirect link, not from the raw URL.
- Print the QR code on your materials.
- If the destination ever needs to change, update the redirect — the printed QR code stays valid.
Bonus: scan analytics
Redirect services also give you scan analytics — how many people scanned the code, and (with some services) completions vs. scans. This is a genuinely useful number to share with clients as part of your post-event report.
Frequently asked questions
Which redirect service should I use? Any reliable URL shortener or redirect service works. QRCode AI is the one Pictor uses internally. Bitly and Rebrandly are other popular options. Choose one that lets you update the destination URL after creation and provides scan analytics.
Does the QR code change when I update the redirect destination? No. The QR code encodes the redirect URL, which stays the same. Only the destination it points to changes. The printed code remains valid.
What if I've already printed materials with a raw URL? If the URL is still valid and unlikely to change, you may be fine for this event. Going forward, use a redirect service for all new print runs.