We presented the findings from a 17-week, 22-market sampling program today. The brand reached over 100,000 consumers over the course of 17 weeks with a message focused on new...
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Measuring Program Success With Benchmarks
When I was recapping a short-term experiential marketing program, I decided to add more substance to the impact variables by comparing them across industries. It sounds like this would...
Delivering Value in a Program Recap
Reporting on programs already in progress is pretty cut and dried. We know their goals, demographic targets, etc. and it is our job as market researchers to monitor their...
The Dollar Value of Experiential Marketing Impressions
The fact that dollar value is created from experiential marketing impressions isn’t in dispute. Counting and valuing these impressions is the hard part. PortMA has been tackling this challenge...
How to Estimate the Dollar Value of Event Marketing Impressions
We know impressions generated from event marketing have a value. If impressions didn’t have value, then the media publishing industry wouldn’t exist. The question is, what is the value...
How To Estimate the Dollar Value of Event Marketing Impressions
We know impressions generated from event marketing have value. If impressions didn’t have value, then the media publishing industry wouldn’t exist. The question is, what is the value of...
Consumers Sampled – Start Collecting It Now!
While reviewing a recap for a sampling program with a client in the food industry, a question arose concerning on-site sales conversion….”How many consumers are buying my products after...
The Importance of Hitting the Demographic Target
I just reviewed a mid-program recap report focused on a sampling campaign’s performance at the half-way point. The goal of the program is to expose consumers to the category...
Response Rate Benchmarks from Post-Event Surveys
Here is what I know… the longer you wait, the lower the response rate. At two to three months out I would expect a 4 to 6% response rate...
Using Post-Event Metrics to Measure Consumer Behavior
It’s common for experiential marketing projects to have more than one phase of data collection. This is where post-event metrics help measure consumer behavior. Phase One The first...