This article continues to explore the challenges of experiential marketing impressions and how to count them. In this article, we’ll cover onsite impression counting methods. This is Part 2...
Tag: Reaching the target consumer
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Applying Return-On-Activity Value to Experiential Measurement
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...
The Importance of Alignment: Coordinating Consumer Segmentation, Reach and Brand Interests in Experiential Marketing
One of our key objectives in marketing analytics is to show the campaign “reach.” “Reach” is how often the target consumer is reached at experiential events. Measuring “reach” ensures...
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...
Events Engagement: What is the Target Reach Rate Really Showing?
In a recent conversation with a client, the topic of the target consumer was raised. In general, brands have a target, or ideal, consumer in mind for their product....
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...
Using Research to Measure Change and Assess Impact
Our experiential marketing research is designed to measure the degree to which the program generated greater purchase intent for a product. However, we recently conducted a program to measure...
What's in a Word? A Single Word Can Make or Break Your Campaign
What’s in a word? During my work on a recent PortMA project, the word “sustainable” came up a number of times. I have thought about the word ever since....
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...