The workload of a market research manager during the first quarter entails launching new projects for the coming year. Many experiential and traditional market research projects run over the...
Articles
PortMA Publications
Two Event Marketing Measurement Ideas to Consider
At the time of writing this post, I just finished reviewing an Event Recap Report Template with a wine industry client. We like to send Recap Report Templates in...
How do Event Marketing and Community Engagement Relate?
Event marketing is effective because it is so special. Even with a brief engagement, an event marketing campaign can quickly move consumers through the four-stage purchase cycle: need, awareness,...
The Rhyme and Reason to Filling the Focus Group
When we sign up to manage a qualitative project that involves focus groups, one of the first things we establish is screening criteria. In order to build a focus...
Event Marketing ROI Measurement Model and Benchmarks
This article outlines how to value impressions, and the role impression value plays in measuring event marketing ROI. Understanding the Role of CPM in Event Marketing Impression Value Let’s...
Event Marketing ROI Measurement Model and Benchmarks (Article 1 of 2)
Learn how we’ve modeled experiential marketing ROI for more than 130 brand engagements over the past six years. Read the details on how to do it yourself with our...
Managing Your Time Mindfully in a Fast-Paced Career
The adage “Time flies when you’re having fun” proves true whether you’re having actual fun or just incredibly busy. I have noticed that the older I get, the more...
Stuck in a Rut? Additional Analysis Can Possibly Break You Free
One of my major analysis challenges with average day-to-day work is avoiding the rut of routine. Establishing a routine and having a schedule is great for getting things done,...
Segmenting Your ROI – Why You Should do it Every Time
The segmenting ROI model created by PortMA may be the most important metric of an experiential marketing campaign. It is a means of measuring the value of the results of multiple aspects of a campaign...
What Exactly is Brand Advocacy in Experiential Marketing?
An experiential marketing metric that we include in almost every measurement strategy is called recommend intent. It’s an often underrated metric because we so often focus on purchase intent,...