Experiential Marketing Research Agency
Understand how your events and in-person experiences are being perceived by your target audience. From improving attendance to calculating the ROI of sponsorships, Brandspeak's experiential marketing research will allow you to make data-led decisions.
- Create Memorable Experiences That Will Increase Brand Loyalty
- Gain The Data Needed To Plan The Perfect Event
- Understand The Return On Investment Of Your Events
What Is Experiential Marketing?
Experiential marketing is a strategy that involves engaging consumers through branded experiences. Essentially, it's about creating memorable events or interactions that allow people to connect with a brand in a real-world setting. This approach can help build stronger emotional connections between a brand and its audience, leading to increased loyalty and word-of-mouth marketing.
What Do Experiential Marketing Agencies Do?
Experiential Marketing agencies measure the impact of experiential marketing campaigns. Evaluation focuses on how the activity was experienced at the point of delivery and its lasting impact, always answering the key questions; ‘did it achieve its marketing goals?’ and ‘did it generate a positive ROI?
This means carrying out two stages of research; one at the point of experience, and then a second stage in the weeks or months following, to find out ‘what happened next’.
Brandspeak uses mixed-mode research to properly evaluate success including face-to-face interviewing at the point of experience and either online or telephone at the follow-up stage(s).
Il Vantaggi of Experiential Marketing Research
Measure Performance
By carrying out robust Experiential Marketing Research evaluation we can measure the performance of the campaign and address such questions as:
- How engaging were the brand ambassadors and event staff?
- How much did attendees enjoy the experience?
- What was the immediate and lasting impact on the brand?
- Did it change consumer attitudes or behaviour as intended?
Demonstrate ROI
Demonstrate ROI Demonstrating the ROI of any marketing activity is important and it’s no different in the case of experiential marketing campaigns.
This can be a calculation of:
- Hard ROI – the increase in sales value generated by the campaign, and/or
- Soft ROI – the uplift in key brand measures such as brand loyalty, purchase intent, or brand warmth.
Optimise Future Campaigns
As well as measuring performance and assessing ROI, we are also able to carry out analysis of the data to identify areas of campaign optimisation.
A few examples might include:
- Identifying a need for increased consumer engagement.
- A requirement to amplify key brand messages.
- A push to increase word of mouth and social sharing
Brandspeak's Experiential Marketing Servizi
Product Sampling
The evaluation framework can be applied to product sampling campaigns even though consumer engagement is very time-limited.
In these cases, we focus more on ‘what happened next?’ and less on point-of-experience engagement.
We can also deploy observation techniques to track how well samples are being distributed and whether they’re reaching their intended demographic target.
We’ll also report back on campaign performance versus the original marketing objectives.
Brand Immersion
Where the experiential campaign has a more immersive element, we adapt the approach to focus on both:
- The in-the-moment experience and the impact that it has on the consumers’ immediate attitudes and brand perceptions.
- The longer-term impact: its ability to create lasting brand memories and change key attitudes and behaviours - including brand purchase
Event Sponsorship
The approach also lends itself to the evaluation of major event sponsorship properties, anything from sports fixtures and cultural events, through to music festivals.
The same principles apply. We carry out on-the-ground research to understand the immediate impact of the sponsorship and deploy follow-up research amongst attendees to measure the longer-term impact of the campaign.
Brandspeak's Experiential Marketing Research Methods
Brandspeak uses online, face-to-face, and telephone interviewing to conduct Experiential Marketing Measurement evaluation.
Perché Scegliere Brandspeak?
Our team is a brilliant blend of highly experienced and passionate individuals who share a love for market research.
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The team is led by our MD Jeremy Braune, who is also Head of Qualitative Research, and a brand strategist with over 20 years’ experience. Jeremy has worked in over 40 international markets for clients including Diageo, Nintendo, AXA, General Motors, British Airways, Santander, Müller Dairy and Lloyds Bank.
Mark Bagnall is our Head of Quantitative Research and a senior figure in the market research industry, with over 20 years’ experience. Over many years Mark has delivered experiential campaign measurement studies for a wide range of clients across several sectors including; gaming, FMCG, alcoholic beverages, soft drinks, telecomms, and many more. This work has spanned the globe including; in the UK, Europe, the US, Russia, and Asia.
Ciascuno di i membri del nostro team più ampio possesses a unique skill set, ensuring that our clients benefit from a holistic and comprehensive approach to experiential marketing.
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Passo 2
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Experiential Marketing Servizi A Londra
- 1° piano, 239 Kensington High Street, Londra W8 6SN
- 44 (0) 203 858 0052
- enquiries@brandspeak.co.uk
Educativo Risorse E casi di studio
Domande frequenti Domande
We believe that the two-stage approach we’ve outlined is the most robust and reliable way to evaluate success but there are other approaches that have been used. These include:
Reviewing voucher/coupon redemption (if part of the campaign)
Comparing sales data, pre and post campaign to look for uplifts
Monitoring social media to capture whether the campaign has generated social sharing
Asking for feedback from the staff and managers delivering the event
A control group is an in-target audience that HAVE NOT engaged with the campaign and as such provide us with a data set on key metrics such as brand perceptions, purchase behaviours etc. so that we know the resting levels prior to the campaign. These scores allow us to isolate the impact of the campaign. As an easy example if brand purchase in last 4 weeks was 15% amongst the control group, but 25% amongst consumers that engaged with the campaign, then we can accurately declare that the campaign had a +10% uplift in past 4 week purchases (25% – 15% = 10%).
The truth is there is no one perfect time. Ultimately it depends on the campaign goals and often the sector. Let’s take two examples; 1) for an FMCG brand, a follow-up lead time of 4 weeks will be appropriate assuming that the normal purchase cycle for that product category is at least once every four weeks. 2) on the other hand, if the sector is automotive with a much longer purchase journey cycle, then a follow-up lead time of between 4 – 6 months will probably be better … and equally, it might be more appropriate to treat the key metric as brand purchase consideration rather than definitive purchase.
Brandspeak è una società di consulenza leader nel settore della ricerca, fondata nel 2004 da un gruppo di colleghi con il desiderio comune di fornire ricerche e riflessioni strategiche di grande impatto.
STUDI DI CASO
- Innovazione dell'imballaggio a livello globale
- Superare i problemi di conformità nei servizi finanziari
- Riposizionare con successo una società di costruzioni
- Posizionamento del marchio e sviluppo dell'esperienza del cliente
- Consentire ai membri del Consiglio di partecipare alla ricerca
- Ottimizzazione dell'esperienza del cliente nei negozi di bricolage
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