April 29, 2024

How can I set up and measure experiential marketing campaigns using HubSpot's tools?

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Step 1: Define Your Experiential Campaign Goals

  • Identify the primary objective for your experiential campaign, such as brand awareness, lead generation, or customer engagement.
  • Align these objectives with measurable KPIs (Key Performance Indicators).

Step 2: Create a Dedicated Campaign in HubSpot

  • Navigate to the "Campaigns" tool in HubSpot.
  • Click on “Create campaign” and name it for easy identification.
  • Add a brief description of the experiential campaign to provide context for your team.

Step 3: Set Up a Landing Page

  • Use HubSpot’s landing page builder to create a dedicated page for your experiential campaign.
  • Ensure the page has:
  • Clear CTAs (Calls to Action) aligned with your campaign objectives.
  • Tracking codes for data collection.

Step 4: Integrate Offline and Online Experiences

  • If your experiential campaign has an offline component, consider using QR codes or short URLs on physical materials. This can direct attendees to your landing page or a specific online touchpoint.
  • Utilize HubSpot's tracking tools to monitor user interactions from these codes/URLs.

Step 5: Incorporate Lead Capture Mechanisms

  • Embed HubSpot forms on your landing page or in your experiential assets to capture leads.
  • Ensure these forms are optimized for mobile devices if the experience is on-the-go.

Step 6: Automate Follow-Up Activities

  • Use HubSpot workflows to automate post-event follow-ups.
  • This could include sending thank-you emails, offering exclusive content, or prompting further engagement.

Step 7: Leverage Social Media Integrations

  • Share your experiential campaign content across social platforms directly from HubSpot.
  • Utilize HubSpot's social media tools to track engagement, shares, and comments related to your campaign.

Step 8: Monitor Real-time Interactions

  • Utilize HubSpot's analytics dashboard to track real-time interactions and user behavior related to your campaign.
  • Adjust your strategies based on data-driven insights to maximize engagement.

Step 9: Analyze Campaign Performance

  • After your campaign ends, review the collected data in HubSpot's analytics tools.
  • Measure the performance against the initial KPIs set during step 1.
  • Identify areas of success and areas needing improvement.

Step 10: Leverage Feedback for Future Campaigns

  • Send out feedback surveys using HubSpot forms to participants or attendees.
  • Collate the feedback and utilize the insights to refine and improve future experiential campaigns.