Event marketing ROI (return-on-investment) comes in two forms in most of our work. And unfortunately, the two forms are often confused. The first is a planning tool and the...
Tag: Purchase Intent
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Surveying the Target Consumer: How Many is Enough?
The PortMA team recently presented a comprehensive experiential marketing program recap to a spirits industry client. The objective that caught the most attention was surveying the right targeting consumer....
The Ultimate Event Recap Template
Reporting on event recaps is a storytelling process. You need to guide your reading audience through an experience that helps them relive the activation and understand the impact and...
How Last Year's Data Collection Informs Strategy
Those who ignore history are doomed to repeat it. I quickly learned this lesson my second year working on a project. Last year’s data was proving necessary not only...
How Data Trends Uncover New Insights
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...
Measuring a Sales Funnel
We are currently in the process of launching a program for a Mobile Tour we have been working with for four years. In the past, the goal of the...
How Control Groups Help Measure Impact
SUMMARY: In the realm of experiential marketing, conducting surveys is simply not good enough. While a survey by itself can measure response, it cannot measure impact. Just as pharmaceutical...