Winter is drawing to a close, and I know what you are all thinking now, “It’s too cold for festivals and fairs. The experiential world is on vacation!” If that’s...
Tag: Reaching the target consumer
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Facing Event Marketing Report Writing Anxieties: Part 1
Writing can be a laborious task. Even if you have an innate talent, report writing is a skill that requires nurturing, refinement and constant practice. You might be one...
Psychographic Targeting in Event Marketing – PortMA Example
A few summers ago, the PortMA team measured a mobile tour promoting dog treats. Oftentimes, we talk about target consumers in terms of a demographic profile. However, the goal...
Time is a Factor in Event Marketing
We’re in the midst of recapping a national event marketing campaign for a spirits brand. The measurement strategy is fairly standard: increase brand awareness, reach the target consumer, generate...
How to Deal With Limited Demographics in Your Sample
Dealing with a limited demographic focus is to be expected when you conduct research. After all, no one is interested in everyone’s opinion on a product. Generally, you have...
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...
Judging the Relevance of Survey Results
A slightly less-thought-about topic when it comes to survey data is “Whose opinion matters?” Not that it isn’t a focus during analysis, but target consumers are a part of...
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...
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 4 of 5)
In this five-part series, we discussed the overall measurement strategy we recommend when you’re challenged with how to measure event marketing. It starts with getting a clear understanding of...