In the world of experiential marketing, data is everywhere, but the true challenge lies in how we present it to clients. While many express a desire for access to raw data, the reality is they want something different: clear, actionable insights from experiential marketing reports, delivered in a way that informs their decisions.
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The Disconnect Between Access and Engagement
Experiential marketers often provide beautifully designed dashboards and detailed recap reports, only to find that clients are often overwhelmed by volume of data. Instead, they want a guided experience—someone to walk them through the findings, explain the implications, and, most importantly, demonstrate how the data informs strategic decisions.
This makes it essential to not just compile data but to deliver it in a format that’s easy to digest and directly linked to the decisions clients need to make.
Crafting a Narrative: Three Core Sections of an Experiential Marketing Report
At PortMA, we’ve found that a structured approach to experiential marketing reporting helps clients better internalize the data. The most effective recap reports answer three key questions:
- How often did we reach the right consumer?
- How well did the campaign create intent where it didn’t previously exist?
- Under what circumstances is the return-on-investment (ROI) highest?
This format allows clients to connect their marketing efforts with tangible outcomes, providing clarity and direction for future campaigns.
Introducing Segments for Actionable Insights
A critical component of presenting data is defining the segments. These are the variables you have control over, such as the venue type, which directly impact the outcomes (e.g., demographics). By staging these segments early in the recap report, clients can see the clear link between their marketing actions and the resulting consumer behavior.
For instance, when analyzing venue effectiveness, it’s important to first introduce venue types you visited, followed by the engagement metrics, such as the age demographics of attendees at each location. Then, you can present how these venues performed in terms of reaching the target audience and generating positive ROI. This step-by-step breakdown helps clients visualize where their efforts are paying off and where improvements can be made.
Engaging Clients Through Questions
One of the best ways to ensure clients are engaged is to ask questions during presentations. Start with something simple, like, “What does this data validate that you already knew?” This approach encourages clients to link their existing knowledge with the new data, validating the data’s credibility and setting the stage for deeper insights—especially for results that may be different than what may have been expected.
As the presentation progresses, ask questions such as, “What decisions does this data help you make?” This can foster active participation and help clients think critically about how to apply the findings in future strategies.
Dealing with Unexpected Results
Not all data will tell a positive story. In cases where the results fall short of expectations, transparency is key. You can address the underperformance and also focus on segments where the value was highest. For example, if one venue significantly outperformed others in terms of target demographic reach and purchase intent, highlight this success and recommend scaling efforts in that area.
By focusing on the positive elements, even within less-than-ideal results, you can maintain credibility and provide a path forward for improvement.
Making Experiential Marketing Data Actionable
Ultimately, the goal of any report should be to make data actionable. Whether it’s identifying successful venues or guiding future marketing strategies, the key is delivering insights in a way that aligns with the client’s decision-making process. By engaging clients, asking the right questions, and focusing on actionable outcomes, you can ensure that the data you present doesn’t just get looked at—it gets used.
