Reporting Tool: Target Consumer by Venue Type and Market

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Recap Reporting and How To Present Target Consumer by Venue Type and Market

Sometimes the obvious is not all that apparent.

We think we know exactly where to find the target consumer. The venue managers assured us that we’re going to find an abundance of exactly the type of person we are trying to reach.

Maybe. Maybe not.

But your measurement on Reach Quality clearly identifies where you are reaching these folks and how often. Now it’s time to tell that to your stakeholders so you can start to craft an updated venue strategy for next year.

These are your best practices.

Best Practices for Reporting Target Consumer Reach

Segment gender and generation by your venue type and market. Look at all of the survey responses you received for “Venue A” and “Venue B.” Look at each one at a time. Use a Excel filter if you need to or just copy and base into separate tabs.

Now, looking only at the data for one of the two venue types (let’s say “Venue A”), count up the total number of men and the total number of women.

In order to get a percentage of the total prevalence of men at Venue A, we simply divided 132 by 330 for a 40% engagement rate. We do the same for women (198 / 330 = 60%).

When we repeat this process for different venues, say “Venue B” next we’d expect to see a different response.

It doesn’t matter if the difference between Venue A and Venue B is big or small. We just want to observe how they are different. And which one has more of the type of person we were trying to reach.

What do we see when we compare the two?

Armed with this information. It starts to make a lot of sense to spend more time at Venues like Venue A if you’re trying to reach women.

If You’re Following PortMA’s Methodology
Your Slide Will Have Multiple Components

Gender by Venue Type and Market

This is the analysis we discussed above. You’re going to repeat this for all of the Venues you attended organized by type of venue (e.g., sporting event, fair/ festival, retail, etc.)

Repeat this process for your markets. Markets are usually best segmented by State if you’re stakeholders don’t otherwise have management territorial segments.

Together these two measures establish where you’re tour reached the right consumer most often.

Generation by Venue Type and Market

Yes. We know. It’s not all about gender. It’s often a bit more complicated than that. You likely have been asked to take into account the age of the people you’re trying to reach as well.

You’ll likely need to do the same exercise for generation. You’ll take your “Year of Birth” survey responses, subtract them from the year the survey data was collected, and calculate an age. From there, you’ll organize those ages into generations. Just like you did for men and women, you’ll do the same for each generation.

Why Generation?

Why not some alternative grouping of age like people in their 30s or those in their 50s? We recommend you organize age by generation because each generation shares unique experiences, cultural events, and societal shifts that shape their attitudes, behaviors, and preferences.

The theory behind this approach is that people who grow up during the same period often encounter similar technological, economic, and social influences, which create distinct generational traits.

For example, Baby Boomers, Generation X, Millennials, and Gen Z each experienced different political climates, communication technologies, and consumer trends during formative years, leading to differences in values, buying habits, and media consumption.

By grouping people by generation, researchers can better identify patterns and predict behavior within these distinct cohorts.

Keeping this in mind, we recommend the following groupings:

Integrate Benchmarks for Reference

Benchmarks help us understand the degree to which our data is typical or unique.

Numbers on their own are limited in how much information or insights they can offer.

It’s only when we compare them to other relevant data points do we start to see the story the data is aching to tell.

The high- and middle-end benchmarks help us establish KPI targets. We can use the average of what this type of venue has historically demonstrated for other campaigns and use this information to establish what we can expect.

Additional Assistance

If you encounter any issues with the reports or have questions about specific aspects of this strategy, please don’t hesitate to contact your account manager for assistance.