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What are some effective ways to track customer behavior during a field marketing campaign?

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Field marketing campaigns are a great way to engage with potential and existing customers in a physical setting, such as a trade show, a pop-up store, or a community event. However, to measure the success of your campaign and optimize your strategy, you need to track customer behavior during and after the interaction. Here are some effective ways to do that.

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Charlie Riley

Helping marketers solve digital ad fatigue with measurable outdoor advertising | 3x Dad | 6x First Head of Marketing &…

1 Use QR codes and landing pages

One of the simplest and most convenient ways to track customer behavior is to use QR codes and landing pages. QR codes are scannable images that can direct customers to a specific web page, where you can offer them more information, incentives, or feedback forms. You can print QR codes on your flyers, banners, or products, and use a tool like Google Analytics to track how many people scan them, where they come from, and what actions they take on your landing page. You can also use landing pages to segment your audience based on their interests, needs, or preferences, and tailor your content and offers accordingly.

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Charlie Riley

Helping marketers solve digital ad fatigue with measurable outdoor advertising | 3x Dad | 6x First Head of Marketing & Former CMO
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Spend the time to build unique landing pages with proper UTM tracking for each event. Better yet, build specific, repeatable landing pages for top prospects. Make the content relevant to the event or their needs, not generic and make sure the branding matches the creative used at events.

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2 Collect contact information and feedback

Another way to track customer behavior is to collect their contact information and feedback during your field marketing campaign. You can do this by asking them to fill out a survey, sign up for a newsletter, enter a contest, or request a demo. You can use tools like SurveyMonkey, Mailchimp, or Typeform to create and manage your forms, and integrate them with your CRM system to store and analyze your data. By collecting contact information and feedback, you can not only measure customer satisfaction and loyalty, but also follow up with them via email, phone, or social media, and nurture them along the sales funnel.

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3 Use RFID tags and beacons

A more advanced and sophisticated way to track customer behavior is to use RFID tags and beacons. RFID tags are small chips that can be attached to your products, badges, or wristbands, and can transmit data to a reader device. Beacons are small devices that can emit signals to nearby smartphones or tablets via Bluetooth. You can use RFID tags and beacons to track how many people visit your booth, how long they stay, what products they interact with, and what actions they take after leaving. You can also use them to personalize your customer experience, by sending them relevant messages, offers, or recommendations based on their location and behavior.

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4 Use social media and hashtags

A final way to track customer behavior is to use social media and hashtags. Social media platforms like Facebook, Twitter, or Instagram can help you monitor and engage with your customers before, during, and after your field marketing campaign. You can use hashtags to create and promote your campaign theme, and encourage your customers to share their photos, videos, or opinions with you and their network. You can use tools like Hootsuite, Sprout Social, or Mention to track how many people use your hashtag, what they say about your brand, and how they influence others. You can also use social media to respond to customer queries, complaints, or compliments, and build trust and loyalty.

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Susan Coelius Keplinger

CEO at Force of Nature | Performance Marketing at Scale
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Utilizing social media platforms and hashtags is a highly effective strategy for monitoring customer engagement in field marketing campaigns. It's important to encourage participants to use specific, campaign-related hashtags on their posts. This not only boosts campaign visibility but also allows for easy tracking of user-generated content. By analyzing the data gathered, marketers can gain valuable insights into customer preferences and behavior, enabling more targeted and effective future campaigns.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some effective ways to track customer behavior during a field marketing campaign?

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5

1 Use QR codes and landing pages

2 Collect contact information and feedback

3 Use RFID tags and beacons

4 Use social media and hashtags

5 Here’s what else to consider

Marketing

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What are some effective ways to track customer behavior during a field marketing campaign?

1

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3

4

5

1 Use QR codes and landing pages

2 Collect contact information and feedback

3 Use RFID tags and beacons

4 Use social media and hashtags

5 Here’s what else to consider

Marketing

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