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...
PortMA Blog and News
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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...
Quality Versus Quantity in Event Marketing
I recently reviewed two recap reports in two very different industries. Each had a quality versus quantity issue related to event marketing. And this painted a rich story of...
What Venue Type is Best for your Sampling Program?
We’ve had the pleasure of working on several well-executed, high-impact sampling programs for a couple of national food brands (if I were allowed to name drop, I bet you...
The Jack Phillips Method to Measuring Meetings and Events (An Introduction)
Most of the measurement discussions on this website and in the event marketing industry are about measuring mobile tours, sampling programs, and larger experiential footprints. But what about all...