Summary: Consumer bias in experiential marketing surveys runs both ways. Circumstances create it (either by the interviewer or by the consumer). Gaining meaningful results is always dependent upon how...
Tag: event marketing measurement
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Consumer Shifts
It’s all relative. This is particularly true of program data. It’s also one of the major reasons we encourage doing research with each program every year. It’s one thing...
How Control Groups Help Measure Impact
SUMMARY: In the realm of experiential marketing, conducting surveys is simply not good enough. While a survey by itself can measure response, it cannot measure impact. Just as pharmaceutical...
The PortMA Event Recap Review Process
We like to know where we’re going before we find out how to get there. Start with the end in mind. Design the presentation first. Insert mock data Once...
Market Saturation
As marketers, we have been ingrained with the message “more is better”….the technical term is ‘marketing saturation’. The more exposure a brand has, the more it comes top of...
Consumer Awareness Impact on Big Ticket Purchase Intent
A huge metric in this industry is a consumer’s intent to purchase. It is easily measurable with just a single survey question and, in all reality, it is the...
How Sampling Metrics Impact Experiential Strategy
With reports flying off the fingers this week, my focus is turned towards sampling performance for our beverage programs. One key area we monitor is the number of samples...
New Product CPG and Experiential Impact
We’re monitoring a retail sampling campaign where the vast majority of consumers (81.9%) had never head of the brand before they came across the retail activation. We find it’s...
Training Your Team on Event Marketing ROI Benchmarks
A big part of implementing a clear measurement and reporting process in your experiential agency is training your staff how to change the way they think and relate to...
Using Last Year's Experiential Recap to Plan Next Year's Program
It’s all about predictive modeling. You want to use what you learned from last time to do it better next time. This happens when you can model what was...