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...
Tag: Reaching the target consumer
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Examining a Smaller Scope: Market Analysis for the Smaller Events
Typically, analysis for experiential marketing programs happens in one of two different ways, by overall date or by individual market. Overall is clearly an evaluation of all available data. Market Analysis looks...
How do Event Marketing and Community Engagement Relate?
Event marketing is effective because it is so special. Even with a brief engagement, an event marketing campaign can quickly move consumers through the four-stage purchase cycle: need, awareness,...
How to Measure the Influence of Your Communication
All communication is an attempt to exert influence. We communicate verbally and non-verbally in a hundred different ways every day to help navigate the world we live in by...
Data Cleaning in Event Marketing
Data cleaning is probably the most important part of my job. Clean data ensures the validity of our analysis. Defining what data is considered clean, and what is not,...
Focus Group Recruiting Tips and Event Marketing
On occasion, we do some traditional market research projects. I’ve been managing the focus group projects at PortMA for more than a year now, and I’ve learned some helpful...
Experiential Measurement Example: Sample Type and Consumer Reach
A tequila brand that PortMA recently measured through experiential marketing activations had consistently lower target consumer reach relative to other brands. The first time I reported this finding, we...
Event Footprint Placement Makes a Difference in Experiential
Last year we began measuring an off-premise experiential marketing program for a ready-to-serve (RTS) spirits brand. Activations occurred in only four markets, so the program was smaller in scope...
Questions to Include in Every Event Marketing Survey
Researchers use surveys to enter the mind of the consumer. An event marketing survey should be clear, concise, and provide relevant and impactful data. Survey design is not a...
Understanding the Impact of Cause Marketing in Experiential
A spirits brand for whom we have been conducting research during the past year-and-a-half has lately undertaken a unique experiential strategy: Cause Marketing. The brand is being promoted at events primarily designed to...