Since 2012, we have been measuring the impact of a long-term experiential marketing program for a brand of pasta and sauce. In the summer of 2013, we discovered a...
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Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 1 of 5)
Background I started working in the Experiential Marketing Industry in 2005. Since then I’ve seen a lot of recap reports. My first job in the industry was to help...
The Metric Where Opportunity Is Hiding
You’re researching your brand’s market share and you discover that a large portion of the consumers you are reaching have purchased your product before, but not recently enough to be...
A New Look at Customer Retention
Consumer packaged goods are interesting, specifically because they have such low customer retention rates. With virtually no cost or other apparent downside to changing brands, people have little reluctance...
Hitting the Marque With Spirits Sampling
We just delivered a third quarter recap report on a sampling campaign at special events in the spirits industry. Before the second phase of the program began in the...
Message to Market Match in Product Sampling
We presented the findings from a 17-week, 22-market sampling program today. The brand reached over 100,000 consumers over the course of 17 weeks with a message focused on new...
Keeping ROI In Perspective
We recently finished our research for a very successful mobile tour for a well known, frequently purchased (70% of consumers reported they were current customers) food product. Consumers loved...
Travel & Leisure Event Marketing Quality vs. Quantity
Yesterday we presented to an agency partner on a travel and leisure industry mobile tour. This is the third year we’ve been called in the help measure this travel...
How To Estimate the Dollar Value of Event Marketing Impressions
We know impressions generated from event marketing have value. If impressions didn’t have value, then the media publishing industry wouldn’t exist. The question is, what is the value of...
Field Data Helps Read Between the Lines of Survey Results
Traditional market research utilizes familiar methods like web surveys and focuses groups to obtain information, and these studies usually have a formal plan outlined in their original proposals. Experiential...