United States Nonalcoholic Beverage Consumer Sampling – Experiential Marketing Benchmarks Report

This report is derived from the field staff event recap reporting from 570 sampling activation days combined with 10,915 consumer exit interviews where a non-alcoholic beverage was sampled by consumers. An estimated 1,507,649 samples were distributed.

Get Details Regarding this Report at: https://portma.net/3ht3qqU

Industry Segments Covered in This Report: PortMA’s Non-Alcoholic Beverage category includes the sampling of Coffee & Tea, Juice & Juice Drinks, Milk, Soft Drinks, and Water brands.

* Event Days: 570 Non-Alcoholic Beverage Sampling Event Days

* Consumer Interviews: A Total of 10,915 Beverage Sampling Consumer Exit Interviews

* Interactions: 1,583,715 Beverage Sampling Consumer Interactions

* Samples: 1,507,649 Beverage Samples Distributed

* Campaign Budgets: Over $2,108,829 in Beverage Sampling Marketing Spend

* Attendance: Estimated 5,199,275 Beverage Sampling Event Venue Attendance

At the time of this publication, PortMA’s Experiential Benchmarking database (across all industry segments) contains over $87.4 million (USD) spent on experiential brand marketing across 74,990 event days and 17,706,070 consumer interactions.

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 Table of Contents

* Introduction to This Report

* Using Benchmarks to Build Best-in-Class Experiential Marketing Campaigns
– Designing A Winning Marketing Campaign
o Finding the Right Consumers
o Event Size Vs Event Frequency

– Selling To Stakeholders
o Differentiating Yourself from Competition
o Demonstrating Value Before Money Is Spent

– Negotiating Better Venue/ Sponsorship Agreements
o Validating Venue Manager and Producer Performance Commitments
o Choosing the Best Sponsorship Package

– Validating A Proposal’s Performance Promises And Budget
o Validating Agencies’ Performance Commitments
o Evaluating A Campaign Budget Before Committing

– Managing Campaign Performance
o Defining Campaign Key Performance Indicators (KPIs)
o Using Experiential Benchmarks to Manage And Evaluate Performance
o Using Benchmarks as A Better Experiential Recapping Tool

* Experiential Measurement Best Practices – The Theory
– Measuring Experiential And Event Marketing
o Introduction
o Three Core Questions
– How Event Marketing Drives Purchase Behavior
o Purchase Cycles And Event Marketing
– How To Generate Consumer Insights With Your Event Marketing Data
o Defining Consumer Insights
o The Basic ROI Model
o How To Translate ROI Into Insight
o Translate ROI Into Strategy: An Example

* Metrics And Definitions For This Report
– How To Choose The Most Appropriate Benchmarks
– Table Structure And Data Anonymity

* Event Marketing Reach
– Introduction
– Event Marketing Efficiency
o Event Marketing Efficiency Metrics
– Cost Per Event Day
o Cost Per Event Day Metric
– Event Marketing Reach Quality
– Benchmarking Event Marketing Reach Quality
o Gender Categories
o Consumer Age Categories As Generations
o Parental Status

* Event Marketing Impact
– Introduction
– The 4-stage Purchase Cycle And Event Marketing Impact
o Stage 1: Need – Educating On The Problem
o Stage 2: Awareness – Reasons To Believe The Brand Is The Solution
o Stage 3: Trial – Trust That The Brand Will Deliver On The Promise
o Stage 4: Purchase – Where Expectations Meet Experience
– Event Marketing Impact Metrics – Consumer Awareness
o Event Impact Metrics
– Event Marketing Impact Metrics – Advocacy And Purchase
o Overall Recommend Intent/ Advocacy Benchmarks
o Overall Purchase Intent Benchmarks
o Customer Loyalty Marketing Strategy – Impact Benchmarks For Customers
o Lost Customer Win-back Marketing Strategy – Impact Benchmarks For Win-backs
o Conversion Marketing Strategy – Impact Benchmarks For Early-stage Purchase Cycle Consumers

* Event Marketing Return-on-Investment
– What Is ROI And What Drives It?
o When ROI Is The Wrong Metric For Success
o What Bad Experiential Marketing Looks Like
o Segmenting ROI Is The Roadmap To Better Marketing
– The PortMA ROI Model
o The Dollar Value Of Experiential Marketing Impressions
o How To Count The Five Sources Of Event Marketing Impressions
o Incremental Revenue Realized From New Customers
– Using ROI Modeling To Develop Campaign Strategy
o Overview Of The Eight Core ROI Modeling Metrics
o Estimating Consumer Engagement Counts With Benchmarks For Predictive ROI Modeling
o Translating Consumer Engagements Into New Customers Using Benchmarks
o Translating New Customers Into Revenue For The Brand
o Using An All-in Program Budget To Calculate ROI
o ROI Modeling Sensitivity Analysis Techniques And Application
– PortMA’s Return-on-investment Benchmark Calculations
o ROI Benchmark Model Stages And How They Were Derived/ Analyzed
o ROI Benchmark Budget And Product Price Sensitivity Analysis
o Derived vs. Direct ROI Benchmarks

* Appendix
– Appendix A: Full Benchmarking Database Profile
– Appendix B: Benchmarking Definitions, Methodology And Analysts’ Notes
o Event Type Definitions
o Industry Segment Definitions
o Metric Definitions and Data Cleaning Methods
o Averages and Outliers
o Number Ranges
– Appendix C: Full User Agreement (Copy Of Signed Document)

Index of Tables
Table 1 – Interactions per Activation Hour
Table 2 – Interactions per Event Day
Table 3 – Cost per Interaction
Table 4 – Sampling/ Interaction Type
Table 5 – Interaction Benchmarks for Sampling Interactions by Event Size
Table 6 – Interaction Benchmarks for Non-Sampling Interactions by Event Size
Table 7 – Interaction Benchmarks by Venue Type/ Industry Category
Table 8 – Cost per Event Day
Table 9 – Cost per Event Day Benchmarks by Sampling Interaction Type and Event Size
Table 10 – Cost per Event Day Benchmarks by Non-Sampling Interaction Type and Event Size
Table 11 – Cost per Event Day Benchmarks by Venue Type/ Industry Category (where available)
Table 12 – Gender Prevalence Overall
Table 13 – Gender Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 14 – Gender Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 15 – Age/ Generation Prevalence Overall
Table 16 – Age/ Generation Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 17 – Age/ Generation Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 18 – Parental Status Prevalence Overall
Table 19 – Parental Status Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 20 – Parental Status Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 21 – Consumer Brand Awareness Overall
Table 22 – Consumer Brand Awareness Benchmarks by Gender
Table 23 – Consumer Brand Awareness Benchmarks by Generation
Table 24 – Consumer Brand Awareness Benchmarks by Parental Status
Table 25 – Consumer Brand Awareness Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 26 – Consumer Brand Awareness Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 27 – Consumer Recommend Intent/ Advocacy Overall
Table 28 – Consumer Recommend Intent/ Advocacy Benchmarks by Gender
Table 29 – Consumer Recommend Intent/ Advocacy Benchmarks by Generation
Table 30 – Consumer Recommend Intent/ Advocacy Benchmarks by Parental Status
Table 31 – Consumer Recommend Intent/ Advocacy Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 32 – Consumer Recommend Intent/ Advocacy Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 33 – Consumer Purchase Intent Overall
Table 34 – Consumer Loyalty Benchmarks by Gender
Table 35 – Consumer Purchase Intent Benchmarks by Generation

Table 36 – Consumer Purchase Intent Benchmarks by Parental Status
Table 37 – Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 38 – Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 39 – Current Customers/ Buyers Purchase Intent Benchmarks by Gender
Table 40 – Current Customers/ Buyers Purchase Intent Benchmarks by Generation
Table 41 – Current Customers/ Buyers Purchase Intent Benchmarks by Parental Status
Table 42 – Current Customers/ Buyers Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 43 – Current Customers/ Buyers Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 44 – Win-Back Consumers Purchase Intent Benchmarks by Gender
Table 45 – Win-Back Consumers Purchase Intent Benchmarks by Generation
Table 46 – Win-Back Consumers Purchase Intent Benchmarks by Parental Status
Table 47 – Win-Back Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 48 – Win-Back Consumers Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 49 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Gender
Table 50 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Generation
Table 51 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Parental Status
Table 52 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 53 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 54 – Sample Impression Benchmark Values by Media Channel
Table 55 – Word-of-Mouth Averages: People Told
Table 56 – Sample Experiential Revenue Model
Table 57 – Metrics Required for Experiential ROI Modeling
Table 58 – Derived Return-on-Investment (ROI) Benchmarks
Table 59 – Derived ROI Variation by Product Price and Event Budget
Table 60 – Derived ROI Benchmarks by Venue Type/ Industry Category (1 of 2; where available)
Table 61 – Derived ROI Benchmarks by Venue Type/ Industry Category (2 of 2; where available)
Table 62 – Direct ROI Benchmarks Overall
Table 63 – Direct ROI Benchmarks by Venue Type/ Industry Category (where available)
Table 64 – Full Database Overview: Generation Exit Interview Counts by Gender
Table 65 – Full Database Overview: Parental Status Exit Interview Counts by Gender
Table 66 – Full Database Overview: Industry and Venue Classification Counts
Table 67 – Full Database Overview: Consumer Interview Counts by Geographic Region and State

Media/ Sales Contact
Chris Clegg, Research Director
Phone: 800.917.9983
Email: reports@portma.com
Web Site: https://www.portma.com/

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