The third area of experiential marketing impression counting that we want to bring to your attention is Word Of Mouth impressions or the viral spread of impressions generated from...
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Calculating Accurate Mobile Impressions (S1-E000-01)
For so many experiential marketers, the challenge of collecting impression data in a clean, consistent manner is almost impossible. How do you get multiple teams to gather something as...
Onsite Impression Counting Methods (S1-E000-02)
This article continues to explore the challenges of experiential marketing impressions and how to count them. In this article, we’ll cover onsite impressions. This is Part 2 in a...
Granularity in Benchmarks for Event Marketing
Benchmarks are a valuable asset for assessing the performance of a program. At PortMA, we have an internal database which we use when benchmarking data for clients. It allows...
Using Surveys to Measure Experiential Marketing Campaigns
On-site, consumer exit surveys provide insights into consumer impact immediately following the event experience. Sometimes, however, clients ask us to measure impact several months after an event. We typically...
Event Marketing Insights May Come Down to the Finest Detail
PortMA measured an event marketing program for a spirits brand in 2015 that covered several markets in the US. The brand team executed more than 3,000 events over the...
Event Marketing ROI Measurement Model and Benchmarks (Article 2 of 2)
In this article we outline how to value impressions and the role impression value plays in measuring event marketing ROI. You’ve done the hard work, collecting accurate data from...
Event Marketing ROI Measurement Model and Benchmarks (Article 1 of 2)
Learn how we’ve modeled experiential marketing ROI for more than 130 brand engagements over the past six years. Read the details on how to do it yourself with our...
What Exactly is Brand Advocacy in Experiential Marketing?
An experiential marketing metric that we include in almost every measurement strategy is called recommend intent. It’s an often underrated metric because we so often focus on purchase intent,...
Wearing Two Hats: Perspective Matters in Efficiency
At a smaller company like PortMA, situations frequently arise where you are called to do work that falls outside of your typical job description. With a coworker out sick...