Experiential Marketing Measurement Road Map
As researchers, it’s easy to navigate each experiential marketing research project because it’s our job to set up and execute measurement strategies. However, we frequently work with clients and teams unfamiliar with the ins and outs of research. As a result, they are also unfamiliar with what we plan to do and why. We’ve found it helpful to define expectations early-on and communicate often throughout the life of the project. The best way to establish this is to provide clients with what we at PortMA call a Methodology Brief.
This eight-t0-ten page PowerPoint document is essentially a road map for each project. It summarizes the program and research objectives, methodology/ measurement strategy, initial draft of survey, reporting strategy, and immediate next steps. By outlining all of these items, we are able to simply and effectively communicate the goals of each measurement strategy and outline the steps needed to achieve those goals.
Program Objectives: These are the goals and Key Performance Indicators (KPIs) of the program. For example, raising awareness, identifying the target consumer, and/or the sample distribution plan.
Research Objectives: These are similar to the Program Objectives, but are specific to what the research is trying to achieve. Examples include things like determining consumer shopping habits, level of awareness of the brand or product, and rates of future purchase intent and advocacy.
Methodology/ Measurement Strategy: This is the outline of how the research will be executed. We describe our recommended data collection methods as well as any pre- or post-event work that needs to be done.
Initial Survey Draft: In most of our experiential marketing analytics work, we have a brief consumer survey that is administered on-site at experiential events. We recommend that this survey be brief. We have a standard set of three to five questions we ask for all programs. This helps us with consistent ROI modeling. However, there is room for customization. We always have the option to add a couple of questions specific to the brand or product.
Reporting Strategy: This is where we outline our recommended approach to reporting for the life of the program. Often this involves a schedule for flash reports and a comprehensive recap report. Sometimes, if the program is lengthy, we include plans for a mid-program recap to help assess the status of the program and allow for appropriate changes for the second half.
Next Steps: This is exactly as it sounds – a list of next steps that help keep the research launch progressing. Milestones, like survey finalization and approval, programming and testing are listed in accordance with the overall project timeline.
The PortMA research road map (our Methodology Brief) helps ensure all involved parties have a solid understanding of the end result, as well as the steps along the way.