Now that we have discovered what worked last year, it’s time to research the second key question: What can we do to improve upon last year? There were some...
Tag: event marketing measurement
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Reviewing Past Research: What Worked Last Time?
We’re gearing up to launch an experiential research project on a spirits brand for which we’ve researched for the past couple of years. One of the areas we emphasize...
Using Event Marketing Field Reports to Develop Actionable Insights
We just finished reviewing a recap report internally that will go to our agency client, and then the brand team, in the next couple of days. We really dug...
Making the Stretch With Survey Data Collection
You can only find out so much about a consumer within a single survey. It is simply a matter of time available. If you are asking someone a 25...
Event Marketing ROI Versus Predicting Event Marketing ROI
Event marketing ROI (return-on-investment) comes in two forms in most of our work. And unfortunately, the two forms are often confused. The first is a planning tool and the...
Surveying the Target Consumer: How Many is Enough?
The PortMA team recently presented a comprehensive experiential marketing program recap to a spirits industry client. The objective that caught the most attention was surveying the right targeting consumer....
The Ultimate Event Recap Template
Reporting on event recaps is a storytelling process. You need to guide your reading audience through an experience that helps them relive the activation and understand the impact and...
Judging the Relevance of Survey Results
A slightly less-thought-about topic when it comes to survey data is “Whose opinion matters?” Not that it isn’t a focus during analysis, but target consumers are a part of...
How Post-Event Surveys Inform Marketing Strategy
Recently, we recapped survey results for a mobile tour we measured last summer into the fall. The measurement strategy utilized independent ethnographers surveying event attendees who visited the organization’s...
How Last Year's Data Collection Informs Strategy
Those who ignore history are doomed to repeat it. I quickly learned this lesson my second year working on a project. Last year’s data was proving necessary not only...