Put a URL on Venue Handstamps to Drive Website Traffic [RE-BLOG]


Dave Huffman is the writer of The Indie Launchpad, a blog about indie business and inbound marketing strategies. Feel free to follow him on Twitter (@davemhuffman).

I’m putting down the business writing to go back to my roots for a second. And I won’t take long with this, I swear. But I just found my old URL handstamp and it reminded me of something.

Just do this:

  1. Go to iPrint.com and purchase a handstamp with a URL to either a separate subdomain or a subdirectory set up ONLY for the hand stamp. Something like “pagename.yourwebsite.com” or “yourwebsite.com/pagename.”
  2. Create the landing page. It can be anything. Just figure out what you want to achieve with it. Do you want to push your new record? Want to build your list? Build the page around your goal. No matter what you do though – make sure you reference “the show” on the page. It’ll help connect the dots for the visitor when they wake up the next morning. Example: “Hey you made it! Thanks for coming to the show last night.”
  3. When you get to the venue, switch out the venue hand stamp with yours. Ask first, of course. But they won’t care. If they don’t use one, ask if they mind using yours for the night. Chances are, they won’t care to do that either. Have your merch table use one as well.
  4. Make announcements from the stage about the URL. Just to embed it into their heads a little more. Maybe shout that there is a little surprise waiting for them (if you have downloads, etc). Either way, don’t forget to announce it.
  5. Set up a time frame you will use to measure traffic to the page. You don’t really need to do this, but I like it for reporting purposes – it really does give you a nice frame of measurement though. Find your busiest 30 days and start there.
  6. Get to playing and using the hand stamp. Use it ONLY at your shows. At the end of the 30 days, measure your traffic. You should be looking at the following:

    Direct Traffic – folks who came straight to the page from the URL on their hand.

    Referral Traffic – anyone who has taken the URL and shared it somewhere.

    Organic Traffic – someone will inevitably stumble on the page from search.

Your direct number will give you a pretty good idea of how many people are hitting that page from your shows. After the 30 days, you can decide whether or not to keep doing it. Or you can keep going and maybe switch up the page every so often.

Like I said, I used to do this. But I did not use the landing page tactic. I sent folks to our home page, which was ok – but in hindsight:

I could have really customized the visitor experience and gathered some sweet data with a landing page.

If you do this, let me know how it goes, k? If you’ve done this – what happened?

NOTE: You can use the same tactic with show posters, handbills, stickers, t-shirts. You could get NUTS and build a page for each one.

[Image credit: Click here]

  • http://www.promoteyourmusic.net Chris Rockett

    This is a great idea!

    We did something similar…

    It involved getting a stencil and a high powered water blaster and then cleaning the streets in the shape of our logo if you see what I mean.

    I’m not sure how many hits this brought but it was fun ;-)

    I think the tip in this post would work a lot better.

    - Chris