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...
Articles
PortMA Publications
How to Write Experiential Marketing Recaps in Little Time
We have an experiential marketing client that manages a lot of sampling events for multiple brands for one large company. They started out managing only the events for one brand,...
Collecting Event Marketing Field Staff Data
We see a lot of different techniques used to collect field staff data. And we see a lot of different metrics and questions used. Let me take a second...
Dealing With Survey Length in Event Marketing
Survey length is a constant struggle for event marketing research. If your survey is too long, participants will be reluctant to finish the survey, or even start it in...
How Unique Venues Could Bolster Experiential Marketing
One facet of measuring experiential marketing programs in the spirits industry is seeing the different venues at which brand teams activate. The industry primarily distinguishes between on and off-premise venues...
Questions to Include in Every Event Marketing Survey
Researchers use surveys to enter the mind of the consumer. An event marketing survey should be clear, concise, and provide relevant and impactful data. Survey design is not a...
How to Launch an Event Measurement Effort
There is typically a lot of anxiety around the launch of an event measurement project. Typically the stakeholders have… well… a lot at stake. They’re embarking on a process...
How to Follow Up With Consumers in Event Marketing
Event Marketers utilize post-event online surveys for a number of reasons: They can follow-up with event marketing attendees to find out how they feel and have acted about your event months...
Understanding the Impact of Cause Marketing in Experiential
A spirits brand for whom we have been conducting research during the past year-and-a-half has lately undertaken a unique experiential strategy: Cause Marketing. The brand is being promoted at events primarily designed to...
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...