One of the most rewarding aspects of being a researcher is running analyses of event marketing reporting and converting the output into meaningful, actionable results that can be used by non-researchers....
Tag: experiential marketing
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Ethnography Training for Experiential Marketing Event Staff
At PortMA, we like to be involved in the training of survey administration at experiential marketing events where we collect data. Clients are typically happy for the help and appreciate...
Equipping Experiential Marketing Event Staff With Measurement Tools
Getting experiential marketing event staff set up in the field is relatively simple. There are a few steps you can take to ensure that your execution goes off without a...
Taking Experiential Marketing to a New Level With Outdoor Activities
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...
Gathering Experiential Marketing Intelligence That Makes You Competitive
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,...
Managing Historical Experiential Marketing Data
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...
Event Footprint Placement Makes a Difference in Experiential
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...
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...
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...
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...