Experiential or event marketing programs rely heavily on their field staff for event data and reporting. This data is usually captured during the event and is made up of...
Articles
PortMA Publications
Good Deeds Pay and Word of Mouth Spreads Quickly
We do a lot of work that relates to customer experience, looking at how those experiences translate to loyalty. We use various metrics to gauge the results of the...
The Purpose Behind Consumer Targeting in Event Marketing
Almost every brand has what our team calls a “consumer target.” This is the type of man, woman, boy, or girl, that they want their marketing efforts to reach...
Events Engagement: What is the Target Reach Rate Really Showing?
In a recent conversation with a client, the topic of the target consumer was raised. In general, brands have a target, or ideal, consumer in mind for their product....
Three tips for Project Review and Evaluation
Reviewing a project a few weeks after it ends can offer some great insight into areas of improvement, either as a company or an employee. By taking the time...
For Better or for Worse: Comparison in Experiential Marketing Research
Yesterday I had a quarterly recap review and year-to-year comparison with a client that I have been working with for over five years. I have worked with this client...
Event Marketing Field Staff Metrics That Are Out of the Box
I’ve been doing a lot of work with event marketing field staff data lately. This has given me some new perspective on what metrics help maximize the amount of...
How to Measure Product Trials
Conducting product trials is a great way to promote and measure brand awareness and perception. Product trials are more effective when followed up with a short survey to measure the...
How to Do a Focus Group at your Next Event (and Why)
A consumer event is great a place for any brand to participate. Where else can you engage consumers around your value proposition where they live, work, and play? Fairs...
Using Research to Measure Change and Assess Impact
Our experiential marketing research is designed to measure the degree to which the program generated greater purchase intent for a product. However, we recently conducted a program to measure...