In Episode 2, Chris opens with some business process recommendations to assure data quality. Replication is at the heart of how we assure quality as marketing analysts and data scientists in general. We open the podcast with some business process methods that can be followed to assure quality and bring these values to your own practice.
Then the heart of this episode discusses the idea that any marketing is about creating a compelling message and delivering that message to the consumer target most ready to hear it. Therefore, brands develop consumer profiles and as a marketer, your program will deliver when it reaches the right consumer. Experiential marketing is no exception.
This idea is broken down into three sections:
- “Message to Market Match” applies to Experiential Measurement Too: There is no marketing theory more important than “message to market match” and when experiential campaigns are working well and generating value for a brand it more often than not has to do with the fact that there was alignment between the message and market. This idea is broken down and examples given.
- Why Venue Selection is Key to Reaching the Right Consumer: Our tool as experiential marketers when targeting one consumer over another is venue selection. And while the lines may be blurry, you’ll find different types of people at Air Shows and Home Shows. The profile at the Hot Rod Association drag race will be different than the state fair. Chris talks about why it’s important to keep this in mind when analyzing your experiential data.
- Case Study–How Using Venue Selection to Improve Targeting Resulted in 4x Stronger ROI: Two case studies are given based on direct PortMA research that highlights these outcomes. The first covers how to apply this idea when analyzing data from music festivals, the second describes how one brand saw their campaign ROI vary by over 1,500 percentage points based on the type of venue they activated at.
Comment and tell us what you think by following then tweeting @portma #ExperientialROI