On occasion, we do some traditional market research projects. I’ve been managing the focus group projects at PortMA for more than a year now, and I’ve learned some helpful...
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Event Footprint Placement Makes a Difference in Experiential
Last year we began measuring an off-premise experiential marketing program for a ready-to-serve (RTS) spirits brand. Activations occurred in only four markets, so the program was smaller in scope...
How to Define Event Marketing Research Objectives
The most important part of any event marketing research project is to clearly and accurately define objectives. Before defining research objectives, you need to know three things: 1. A comprehensive understanding...
Modeling Return-on-Investment of In-Store Demos
I had the pleasure of speaking with the team at Shopper Events about strategies for modeling return-on-investment (ROI) for retail product demos. One of the things we discussed was...
Where do Experiential Marketing Insights Come From?
Ask three people in the industry what constitutes a “consumer insight” and you’ll get three different answers, if you get any answer at all. I used to believe that...
The Value of Measuring Event Marketing Data Year Over Year
At PortMA, we have great client retention. Why? Because we do great research. I have been with PortMA for four years. From day one I have been managing the...
Six Things You Can Do In Event Marketing to Increase Response
This post contains a magnificent set of six, scientifically-proven principles that, when combined, can create a road map to improved experiental marketing success. Each idea can be used ethically...
The Cold, Hard Facts Behind Creating a Successful Viral Marketing Campaign
Several years ago, I worked on a research study that focused on sports fans and social media. The goal was to help the client get a stronger, more nuanced...
Psychographic Targeting in Event Marketing – PortMA Example
A few summers ago, the PortMA team measured a mobile tour promoting dog treats. Oftentimes, we talk about target consumers in terms of a demographic profile. However, the goal...
Time is a Factor in Event Marketing
We’re in the midst of recapping a national event marketing campaign for a spirits brand. The measurement strategy is fairly standard: increase brand awareness, reach the target consumer, generate...