Experiential Measurement in Three Questions

    <p>In this episode, Chris outlines the three business questions to ask when measuring the value of experiential marketing. Experiential marketing is a revenue-generating tool for the brands we serve.&nbsp;The problem is proving it.&nbsp;Since 2010&nbsp;<a href="http://portma.com/" target="_blank"><u>PortMA</u></a> has been focused on solving this problem for marketing agencies and brands.</p><p>The goal has always been one singular focus: How to measure the value of experiential marketing?&nbsp;&nbsp;By applying simple marketing research principles, we cracked the code and have an approach that has worked for literally hundreds of experiential marketing campaigns.&nbsp;</p><p><strong>Three Core Questions</strong></p><p>Chris postulates that the answer to “how to&nbsp;<a href="http://portma.com/" target="_blank"><u>measure Experiential Marketing</u></a>” has everything to do with understanding “Reach,” “Impact,” and “Value or ROI.”&nbsp;Chris suggests this is about focusing your marketing analysis around three key questions:</p><p>1.&nbsp;&nbsp;&nbsp;&nbsp;How efficiently am I reaching the right consumers?</p><p>2.&nbsp;&nbsp;&nbsp;&nbsp;Am I creating intent where it didn’t previously exist?</p><p>3.&nbsp;&nbsp;&nbsp;&nbsp;Am I doing this in a way that is generating a positive ROI for the brand and under what circumstances is the ROI strongest?</p><p>Chris argues that you can measure, track, and react to your performance against these three questions you are working in a value-centric manner and are thus true stewards of the brands you serve.&nbsp;</p>