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Earlier this year, I discussed an experiential marketing program we measured for an outdoor sports retailer. I spoke to the importance of measuring attitude and behavior of retail club members versus...

At PortMA, we collect and analyze experiential marketing data from a variety of sources, the primary ones being field staff recap reports, consumer exit surveys and sales data. Generally,...

Multi-year, experiential marketing programs have an interesting, inherent problem. The benchmark data from previous years can be incredibly useful when scheduling your program for the next year or when...

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...

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...

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...

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...

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...

I had the pleasure of speaking with the team at Shopper Events about strategies for modeling return-on-investment (ROI) for retail product demos. One of the things we discussed was...

Earlier in the year, I posted a blog about methodologies and the best practices Research Managers at PortMA employ when drafting one. At the end of that post, I...