Event marketing ROI (return-on-investment) comes in two forms in most of our work. And unfortunately, the two forms are often confused. The first is a planning tool and the...
PortMA Blog and News
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Surveying the Target Consumer: How Many is Enough?
The PortMA team recently presented a comprehensive experiential marketing program recap to a spirits industry client. The objective that caught the most attention was surveying the right targeting consumer....
Judging the Relevance of Survey Results
A slightly less-thought-about topic when it comes to survey data is “Whose opinion matters?” Not that it isn’t a focus during analysis, but target consumers are a part of...
How Post-Event Surveys Inform Marketing Strategy
Recently, we recapped survey results for a mobile tour we measured last summer into the fall. The measurement strategy utilized independent ethnographers surveying event attendees who visited the organization’s...
How Last Year's Data Collection Informs Strategy
Those who ignore history are doomed to repeat it. I quickly learned this lesson my second year working on a project. Last year’s data was proving necessary not only...
Consumer Purchase Cycles and Event Marketing Return-on-Investment
There are many theories of consumer purchase cycles and event marketing ROI. Some are overly complicated and others overly simple. As a team of market researchers specializing in the...
Defining a Market in Experiential Measurement
Defining a market in experiential marketing research is typically a simple task, especially in the United States. Offering insights at the state level is usually the “Goldilocks” of insight....
Pilot Study – Luxury or Necessity?
We recently conducted a pilot study for a national program involving 12 brands. We worked with one of those brands for our pilot phase, to determine the data collection...
How Data Trends Uncover New Insights
Since 2012, we have been measuring the impact of a long-term experiential marketing program for a brand of pasta and sauce. In the summer of 2013, we discovered a...
Measuring a Sales Funnel
We are currently in the process of launching a program for a Mobile Tour we have been working with for four years. In the past, the goal of the...