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Sep 15, 2020 9:55 AM ET

United States Nonalcoholic Beverage Consumer Sampling – Experiential Marketing Benchmarks Report




iCrowd Newswire - Sep 15, 2020

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.

Reference where you saw this release in the “Submit a question” form at https://portma.net/3ht3qqU to receive a 15% discount. 

 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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Keywords:    Beverage Industry, Experiential Marketing, Experiential Sampling, Event Sampling, Retail Sampling, Beverage Sampling, Event Metrics, Soft Drinks, Cold Drinks, Beverage, FMCGP Products, FMCG Industry, FMCG Marketing, Beverage Company, Food Beverage, Beverage Branding, Food & Beverage, Food and Beverage, Coffee, Coffee Brands, Coffee Brand Marketing, Juice Brands, Juice Brand Marketing, Milk, Milk Brands, Milk Brand Marketing, Soft Drink, Soft Drink Brands, Soft Drink Brand Marketing, Water, Water Brands, Water Brand Marketing

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