A practical workflow
Name the business
Include the business identity and relevant service on the card. Avoid a generic review us caption shared by several exhibitors.
Check the location
Use a destination that accurately represents the business. Do not invent a new Google location just for a temporary event.
Invite relevant feedback
Ask only people who actually interacted with the business to describe that interaction. Attendance alone does not establish a customer experience.
Avoid this mistake
Do not collect reviews from everyone at an event regardless of whether they used your service.
What to check
Review whether customer text refers to the intended interaction and business.
Test the whole physical journey
Check both the printed code and the page behind it. A successful scan is only the entry point: the customer still needs to recognise the business, describe an experience and understand the Google handoff. Use the final material under ordinary lighting. Keep a copy of the approved artwork so a replacement does not accidentally introduce a different destination.