We were tasked with measuring the value of a large-scale experiential marketing program in the spirits industry, which we continue to work on to this date. The program has...
Tag: Purchase Intent
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Couponing at an Experiential Marketing Event
Many studies have shown that when a brand offers a coupon it has an positive impact on brand marketing. Offering coupons is a tried and true method of increasing short-term sales....
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...
Using Surveys to Measure Experiential Marketing Campaigns
On-site, consumer exit surveys provide insights into consumer impact immediately following the event experience. Sometimes, however, clients ask us to measure impact several months after an event. We typically...
How Many Samples per Hour?
We wrapped up measurement on a 10-month sampling campaign for an adult beverage brand today. The program spanned 9 markets and distributed over 80,000 samples to more than 65,000...
Event Marketing ROI Measurement Model and Benchmarks
This article outlines how to value impressions, and the role impression value plays in measuring event marketing ROI. Understanding the Role of CPM in Event Marketing Impression Value Let’s...
What Exactly is Brand Advocacy in Experiential Marketing?
An experiential marketing metric that we include in almost every measurement strategy is called recommend intent. It’s an often underrated metric because we so often focus on purchase intent,...
Assessing On-site Sales from your Event Marketing
I have a love-hate relationship with on-site sales data. On the one hand, it can provide great insight into what and where your event marketing program success is having in the...
Impact of Couponing in Experiential Marketing
We all know that offering coupons has an impact on brand marketing. Offering coupons is a tried and true method of increasing short-term sales. It drives trial purchases among non-customers and rewards loyal...
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...