Why Measure Experiential Marketing?View Event ROI Example Videos
Proving Experiential Works
Your events rock. And you know they work. The problem is and has always been proving that they work. Your recap reports are beautiful but counting up impressions (and hoping no one asks how you did it) and filling the PowerPoint with photos of smiling consumers doesn’t work like it used to. Even the sizzle reel is getting old.
We know what questions field staff need to answer in their event recap reports and we understand the consumer exit survey questions that will drive real return-on-investment (ROI) reporting.
How PortMA can bring your campaign to the next level:
- Develop winning language for the measurement portion of RFPs
- Ensure Brand Ambassadors provide clean, clear data
- Measure event marketing impact and value – the real ROI
- Provide your Boss or Client with insightful status reports
- Write actionable program recaps that help you, your Client, your Boss
- Answer all of your Client’s or Boss’s data questions
- Renew your campaign and sell the next one faster
The team at PortMA has been working with brands and
agencies to support their measurement of experiential
marketing since 2010.
Whether you’re adding us to your account team or leaning on our benchmark reports and on-call support, PortMA is the experiential marketing partner that will transform your organization into a data-driven team of high performing marketers.
Experiential data can prove that a well-run campaign is a revenue-generating tool for the brand it was designed to serve. The problem has always been gathering the right data in a way that works with the budget.
The goal has always had one singular focus: how to measure the value of experiential marketing. By applying marketing research principles, we cracked the code and have an approach that has worked for hundreds of experiential marketing campaigns.
We have found that the answer has everything to do with understanding “Reach,” “Impact,” and “Value or ROI.” This is because measuring experiential marketing is about answering three key questions:
- How efficiently am I reaching the right consumers?
- Am I creating intent where it didn’t previously exist?
- Under what circumstances am I generating the greatest ROI for the brand?
The experiential data you collect when following best practices will answer these questions directly. And the process of gathering the experiential data associated with these three questions should define your activation measurement strategy.
It’s about knowing who you reached, how you impacted them, and how these two come together to deliver a dollar value greater than what was spent to create the engagement in the first place.
Your marketing “reach” is the number and type of people you “touched.” It’s the experiential equivalent of Gross Rating Points (GRPs) and it’s defined by the impressions, interactions, and sample counts as well as the demographic and psychographic profile of your event patrons.
The “impact” is a measure of the change that the marketing created. It’s measured in the context of changes in attitude and behavior. Where measuring direct behavioral changes are not possible, future intent can be measured and modeled to accurately reflect actual behavior.
Campaign Value (ROI)
Value comes from merging reach and impact to derive a monetary value. When this monetary outcome is modeled against program spend, the resulting measure is the ROI.