The fact that dollar value is created from experiential marketing impressions isn’t in dispute. Counting and valuing these impressions is the hard part. PortMA has been tackling this challenge...
Articles
PortMA Publications
How to Estimate the Dollar Value of Event Marketing Impressions
We know impressions generated from event marketing have a value. If impressions didn’t have value, then the media publishing industry wouldn’t exist. The question is, what is the value...
How To Estimate the Dollar Value of Event Marketing Impressions
We know impressions generated from event marketing have value. If impressions didn’t have value, then the media publishing industry wouldn’t exist. The question is, what is the value of...
Field Data Helps Read Between the Lines of Survey Results
Traditional market research utilizes familiar methods like web surveys and focuses groups to obtain information, and these studies usually have a formal plan outlined in their original proposals. Experiential...
Consumers Sampled – Start Collecting It Now!
While reviewing a recap for a sampling program with a client in the food industry, a question arose concerning on-site sales conversion….”How many consumers are buying my products after...
The Importance of Hitting the Demographic Target
I just reviewed a mid-program recap report focused on a sampling campaign’s performance at the half-way point. The goal of the program is to expose consumers to the category...
Response Rate Benchmarks from Post-Event Surveys
Here is what I know… the longer you wait, the lower the response rate. At two to three months out I would expect a 4 to 6% response rate...
Secondary Research…Feels Like College?
Recently I have been working on a unique project here at PortMA. Whereas most of our programs entail measuring an experiential campaign, this one actually intends to define a...
Using Post-Event Metrics to Measure Consumer Behavior
It’s common for experiential marketing projects to have more than one phase of data collection. This is where post-event metrics help measure consumer behavior. Phase One The first...
What is Actionable Event Data?
People often talk about making event data actionable. And so often they deliver data labeled as actionable that simply isn’t. So let’s take a second here to define what...