Spending on experiential marketing is back, says Justine BaMaung, VP of marketing at Uniqode
Experiential marketing budgets are growing again.
Physical events and activations now exceed pre-pandemic spending levels across B2B and B2C sectors, as marketers renew focus on creating memorable in-person connections.
What’s different this time? Digital integration.
Today’s dynamic QR codes function as practical data collection tools that help marketers understand who’s engaging with their brand in physical spaces. When customers scan event QR codes, engagement rates can be up to four times higher than standard marketing channels.
For 2025 marketing plans, QR strategy represents an opportunity to gather first-party data while improving customer experience, making event dollars work harder.
The offline-to-online connection
QR codes turn static displays into interactive experiences. When attendees scan a code at your booth, they create a direct bridge between their physical experience and your digital ecosystem.
This action signals high intent. Each scan represents a deliberate choice rather than passive exposure, creating a natural pathway from curiosity to engagement.
What makes this particularly valuable now? The decline of third-party cookies. When someone scans your QR code, they provide permission-based, first-party data about their interests and behaviours. According to our State of QR Codes Report, 95% of businesses confirm using QR engagements to collect first-party data that would otherwise be difficult to capture.
Data-driven decision making
When did scans happen? From where? On what devices? Smart marketers use these questions to understand engagement patterns and refine their campaigns.
For ROI measurement, compare scan metrics against event costs. Track not only total scans but also conversion actions, such as website signups, content downloads, or appointment bookings. This connects physical presence to measurable outcomes.
Marketers can realise the full potential of their QR strategies when QR scan data flows directly into their marketing systems. Connecting scan information to your CRM enables personalised follow-up based on specific event interests. Some teams now create audience segments from scan data to target across digital channels, extending their event’s impact.
Best practices for implementation
Since 61% of marketers cite lead generation as their primary challenge, effective QR implementation can provide a competitive advantage. Our work with event marketers has revealed several factors that consistently drive results:
Strategic placement: Position codes where attendees naturally pause, not where they’re rushing past.
Brand integration: Incorporate your colours and logo into custom QR designs to increase recognition and trust.
Clear value proposition: Replace generic ‘Scan me’ with specific benefits like ‘Scan for exclusive research’.
Technical essentials: Maintain high contrast and adequate size (at least 2cm square) for reliable scanning.
Post-scan strategy: Prepare targeted follow-up content that continues the conversation started at your event.
The investment pays off — 58% of companies report growth after adding QR codes to their customer touchpoints.
A successful QR strategy extends beyond the initial scan. Each interaction begins a relationship with someone who has intentionally connected with your brand. Forward-thinking companies are already using this technology to build richer customer profiles while delivering personalised experiences. Make your next event work smarter by connecting physical moments to your digital ecosystem.
