When was the last time you did a status report for your experiential marketing campaign? Ohhhh the lowly status report, they are so easy to forget and are sometimes...
Tag: How To Measure Strategy
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Qualitative Metrics You Should Collect
Experiential or event marketing programs rely heavily on their field staff for event data and reporting. This data is usually captured during the event and is made up of...
The Purpose Behind Consumer Targeting in Event Marketing
Almost every brand has what our team calls a “consumer target.” This is the type of man, woman, boy, or girl, that they want their marketing efforts to reach...
For Better or for Worse: Comparison in Experiential Marketing Research
Yesterday I had a quarterly recap review and year-to-year comparison with a client that I have been working with for over five years. I have worked with this client...
How to Measure Product Trials
Conducting product trials is a great way to promote and measure brand awareness and perception. Product trials are more effective when followed up with a short survey to measure the...
Event Sampling and Purchase Intent Metric Improvement
We have an ongoing research project that includes measuring event sampling and purchase intent. During this time, the process has been refined to better match the needs of the...
Experiential Marketing Recap in a Flash-Report
We use a marketing recap in our Flash Reports for our experiential marketing campaigns at PortMA. It’s a regular, frequent, bird’s-eye overview that indicates our progress toward our predetermined...
How to use In-Depth Interviews to Discover Consumer Preference
Interviews are important in the data gathering process because everyone sees the world differently. Yet, some common threads bind us together into distinct groups. These groups can be categorized...
Event Marketing Insights May Come Down to the Finest Detail
PortMA measured an event marketing program for a spirits brand in 2015 that covered several markets in the US. The brand team executed more than 3,000 events over the...
How Has the Internet Changed Marketing Research?
I’ve been involved in market research for so long that Palm Pilots were the hot giveaway at the first customer relationship management conferences I attended! Nobody would disagree that...