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Normally, any project where we calculate return-on-investment (ROI) includes an essential component from the survey: purchase intent. However, on rare occasions, we employ a survey for an experiential program where...

I recently spoke with an executive team at an event marketing agency about how to measure events. We’re preparing for a conference at which PortMA was hired to provide a workshop...

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...

Most of the measurement discussions on this website and in the event marketing industry are about measuring mobile tours, sampling programs, and larger experiential footprints. But what about all...

We’re gearing up to launch an experiential research project on a spirits brand for which we’ve researched for the past couple of years. One of the areas we emphasize...

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...

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...

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...

The Brand Challenge How do you prove that a low price doesn’t mean low quality?  This was and is the ongoing challenge of a not too new adult beverage...