Experiential Marketing Measurement: Bolted-on not Baked-in

Recent meetings, research, and invitations to upcoming events inspired this proponent / promulgator to post on research and measurement in the experiential marketing space: events, sponsorships, out-of-home, direct-to-consumer, feet-on-the-street, people as media.

It strikes me that the experiential marketing space is plagued by the same problem the PR industry is: (warning: huge over-generalization coming here) a lack of strategic and measurable objectives linked to the overall organizational goals. Rather, what’s all-too-frequent are random acts of feet-on-the-street . Lots of vague, passive logo soup for the branding soul, ‘brand hug’ stuff. Not so much active ‘brand buy’ stuff. Questions all-too-commonly left unanswered: who do you want to reach? Why? With what effect? What do you want them thinking? Feeling? Doing? Metrics common to the traditional, non-experiential marketing realm–brand preference, likelihood to consider, visit, try, buy, switch, recommend, donate, whatever—generally seem conspicuously absent. (Notable exceptions below)

If the overall approach to experiential marketing (planning and execution) is granular and tactical (driven perhaps by budget and timing), then its measurement is commensurately tactical. Here, measurement often falls into the ‘how much’ and rarely into the ‘how good’ and ‘with what effect’ categories. Myopic measurement-by-tactic not meta measurement-by- objective. Bolted on the back end, not baked in up front. Lots of counting (both contracted and accrued). Some data collection. Little follow-up or activation. Less qualifying. Even less correlating. It’s not about exposure (alone). It’s about interaction-driven impact. Say no to buzz.

But, there seems to be some interesting, perhaps even exceptional, work going on in the space that goes beyond looking at how many t-shirts the cannon squad shot up into the crowd or funky advertising equivalency metrics based on how long a logo was on-screen. Organizations like the MTM Measurement Group and Kneebone Inc. Come to mind. I’m sure there are a bunch of others and I’m looking forward to coming across those. It’s often the organizations that are doing the really neat work that you’d like to hear more from. Trouble is, because they are good at what they do, they are busy. Good for them. Better for their clients.

MTM (Micro Targeted Media) Measurement Group—what sounds like fairly sophisticated hard and software solutions to report post event and in real time engagement within an event footprint: audience measurements such as counts, traffic patterns, proximity, dwell time, as well as demographics (age, gender, ethnicity markers). Add in-field, on-site electronic data capture and surveys and we’re getting close to approaching the elusive experiential marketing ROI. Good for MTM. Better for their clients.

Though I haven’t seen behind the methodological curtain, Kneebone Inc offers what sounds like a, pretty, er, well, sound and robust method that places the measurement of experiential marketing in the broader marketing mix answering questions like: “is it working?” and “how does it perform relative to other tactics?” I imagine there’s some form of market mix modeling (statistical analysis popular in the consumer packaged goods space) at work here. Whatever it is, it seems popular with some very high end clients. Good for Kneebone.  Better for their clients.

Any comment on measurement would be incomplete were it not to mention the ‘S’ word. Standards. Should there be a singular, standard method or metric? Absolutely not. A standard set of guiding principles and best practices? Absolutely. I know they exist in the PR space. I quite like key performance indicators but what might be key for one organization might not be for another. They’d be different one context to the next; one industry to the next.

The ‘B’ word is the ‘S’ word’s ugly cousin. Benchmark. “Against whom or what should we be benchmarking our efforts?” One of the more common questions in measurement. In the case of sponsorship, consider benchmarking against other similar properties. Or, perhaps, very different properties but among competitors. Or, consider benchmarking yourself in an aspirational way relative to competitors and/or properties that, one day, you’d like to emulate.

Hung up on cost? Like the idea of measurement but worried that to implement it would just take budget away from tactical execution? (Measurement means one less wrapped Hummer on the cross-country beach tour). Don’t we measure in other marketing areas to be smarter about where we spend and to avoid costs associated with off-target objectives or strategy? Can we afford not to measure?

Stakeholder Relationships / Role in PR / Meausuring: Interview on InsidePR.ca

This Measurement PRoponent / PRomulgator was interviewed by Dave Jones over at the InsidePR.ca podcast recently.

4 questions in 8 minutes (ish) covering:

1.  my stakeholder relationship-centric definition of PR

2.  the role that research and measurement plays in PR in that context / social media and stakeholder relationships as co-enablers

3.  what excites me about PR looking forward:  social media

4.  what frightens me about PR looking forward:  social media.

Twitter Chatter from CCPRF Measurement Event

160 tweets (and climbing) on #ccprf  from Canadian Council of PR Firms’ Measurement Panel attendees and some playing the home game. 

Reading List for Measurement

This PRoponent / PRomulgator is speaking at the Canadian Council for PR Firms/ Meausement Panel tomorrow morning.  After these types of events, I’m always asked:  “what can we read for more on the topic?”

So, because I always forget a few, and in anticipation of that question, and to have a place for those resources to sit, here’s that (non-exhaustive) list:

Blogs:

KD Paine

My Measurement PRoponent / PRomulgator Blog which I offer up more for a fairly extensive blog roll where you’ll find all sorts of smart folks like the following: 

Ton Watson / Dummy Spit:                    http://dummyspit.wordpress.com/

Don Bartholomew / MetricsMan:             http://metricsman.wordpress.com/  

Nick Grant / Media Track:                       http://www.mediatrack.com/blog/index.html

Michael Blowers:                                   http://mediaevaluation.blogspot.com/

Fleming Madsen / Onalytica:                  http://www.onalytica.com/blog/ 

 

Thought Leadership / White Papers:

The Institute for Public Relations’ Measurement Commission

Books:

1.  Excellence in PR & Communications Management. (chpts 7, 23), Grunig J. (ed). (1992).  New Jersey: Lawrence Erlbaum Associates. 

 

2.  A Primer of Public Relations Research.  Stacks, D.W. (2002).  New York, NY: The Guildford Press

 

3.  Evaluating Public Relations.  Watson, T. & Noble, P.  (2005).  London: Kogan Page. 

 

4.  Public Relations:  What Research Tells Us.  Pavlik, J. (1987). New York: Sage Publications. 

 

5.  Using Research in Public Relations.  Broom, G.M. & Dozier, D.M. (1990). Englewood Cliffs, NJ: Prentice-Hall Inc.

 

6.  Measuring Success:  The Data-Driven Communicator’s Guide to Measuring Public Relationships.  Paine, K.D. (2007).  NH:  KDPaine & Partners Publishing. 

 

7.  The Content Analysis Guidebook.  Neuendorf, K.  (2002).  London:  Sage Publications. 

 

8.  Communication Research.  Stacks, D.W. & Hocking J.E.  (1999).  New York:  Longman. 

 

9.  Mass Communication Research Methods.  Hansen, A. (1998). New York: New York University Press

 

10.  Unleashing the Power of PR:  A Contrarian’s Guide to Marketing and Communication.  Weiner, M.  (2006).  San Francisco:  Jossey-Bass.

Wanna talk PR meas’t in Canada? Lean on your PR firm

Cdn Council of PR Firm invite-only measurement event Oct 21:

Cdn. Council of PR Firms: Measurement Event Oct 21

This PRoponent / PRomulgator was honoured to be asked to be a panelist at the upcoming measurement event being put on by the Canadian Council of PR Firms.  As space is limited, the event is by invite only.  Council member firms are extending invites to a select number of their clients. 

It’s called Proving PR Works:  Assessing Outcomes, Confirming Results.  We’ll be talking about best practices, guiding principals, tools, methods, theories and the like.     

Panelists are:

Dave Scholz, VP Leger Marketing

Jacqueline Taggart, Senior Consultant, Communications Practice, Watson-Wyatt

David Alston, VP Marketing Radian6

me:  Alan Chumley, PRincipal of PRooph

7.30am, National Club, 303 Bay St., Toronto. 

@martinwaxman will be tweeting live.  Perhaps @thornley too.   

Looking forward to it.  Thanks CCPRF.

PRooph & SignUp Media Announce Agreement

PRooph, this measurement proponent’s firm, has announced an agreement with Canadian media monitoring & measurment firm SignUp Media (led by former Burelles Luce COO Terry Foster and former MediaMiser exec / long time industry vet Paul Mewett). 

PRooph will act as SignUp Media’s exclusive measurement consultant advising the organization on matters ranging from best practices, guiding principles, methods, market opportunities, client needs and wants, products and services. Both organizations will work together to develop a service offering unique to the Canadian monitoring and measurement marketplace.

News Canada’s Series on Measuring Online PR

News Canada and the Media Relations Rating Points System present an evening series on measuring online public relations activities. This series, News Canada says, has been designed to provide communications professionals with the tools and knowledge needed to engage their organization in new and social media. The series features two of Canada’s leading online strategy and measurement organizations.

At this speakers series, attendees will learn:

Social Media Planning

• How to prepare your organization for social media.
• How to develop an effective social media strategy.
• How to measure the effectiveness of your social media strategy.

Online measurement trends

• Learn how online measurement is performed.
• Learn the difference between comScore, Google Analytics, BuzzLogic, Alexa etc.
• Learn why online measurement for Public Relations and Advertising should be the same.

Speakers:

Jen Evans, Founder and Chief Strategist, Sequentia Environics

Brent Lowe-Bernie, President, comScore Media Metrix, Canada

Bryan Segal, Vice President, comScore Media Metrix, Canada

Introducing PRooph…

…Canada’s first method/vendor-agnostic communications measurement consultancy.

PRooph is the only firm of it’s kind in Canada as, in some ways, we’re defined more by what we don’t do than what we do.

We’re not selling a measurement product or a singular method. Nor are we an agent of the various vendors that capably do so. Rather, PRooph exists as a consultative resource to communications practitioners on both the agency and client side. Think of us as a kind of in-house measurement specialist and liaison with vendors matching clients needs with holistic solutions, regardless of the vendor(s). All this with a keen eye on correlating outputs with outcomes, and pointing to PR’s unique contribution to the marketing mix, from media coverage to stakeholder relationships and all points in between.

PRooph’s value to clients is that we’ve been on all sides of the measurement equation. We’ve worked in big blue chips. We’ve worked in big agencies. We’ve worked on the research and measurement supply side. So we understand well the languages and priorities of clients, agencies, and vendors. We’re well connected on the agency side and have personal relationships with most vendors. That uniquely situates us to broker measurement discussions and manage projects adding strategic value along the way. Both the need and opportunity we see and our value proposition.

Here’s what we’re proposing to do:
· Measurement Audits
· Presentations, Seminars, Workshops
· Presentations to help sell-in measurement to senior management
· Measurable Objective Setting
· Advice, Counsel Based on Best Practices, Guiding Principles
· RFP Process Management, Prep, & Review
· Vendor Review / Recommendation / Selection / Management
· Project Management
· Program Implementation
· Custom method, tool, index development
· Analysis / Interpretation

www.prooph.ca

Consider Entering PR Measurement Award

Well the measurement proponent’s come out of semi blogtirement for a good cause; to promote (on behalf of VMS’s Angela Jeffrey) the Jack Felton Golden Ruler Award for Excellence in PR Measurement & Evaluation. The entries, the finalists, and the winner (and the review and discussion of the winner’s case study) do well to advance the thinking and dialogue on PR measurement globally.

Angela’s words now:

“If you are “into” PR research and measurement, and have used it extensively in one of your PR campaigns this past year, you might want to consider entering the Jack Felton Golden Ruler Award for Excellence in PR Measurement & Evaluation. Entries of all types are welcome – including research using social media! The award recognizes superb examples of research used to support public relations practice. Winners are feted at the Institute for Public Relations Summit on Measurement in October in Portsmouth, NH, and it’s quite a big deal. But hurry! Entries are due August 15th. Here’s How to Enter, and see these terrific examples of previous winners’ entries: Padilla Speer Beardsley’s Winning Entry 2007 or Shell’s Award Winning Entry 2008 for ideas – and there are more on the site:

http://www.instituteforpr.org/awards/golden_ruler/

IABC’s CW Asks Readers About Measurement

Encouragingly the January-February issue of CW (Communication World) is asking readers to weigh in on measurement for their regular global perspectives column.

“How has the need to incorporate measurement into your programs changed how you approach a communication challenge in your work?”

Stand up and, as IABC’s site says, “be heard.”

E-mail your perspective (in 125-150 words) to:
cwmagazine@iabc.com

5/9 PRofess Measurement to be Key for 2009

This morning’s PR Week (Canadian version) e-mail push included an article with 9 predictions–one each from big thinkers in the industry–for the Canadian PR market in 2009.

5 of those 9 included some reference to measurement or demonstrating value as being key. Now more than ever given the economic climate.

I couldn’t agree more.

But, enough talk about it already. Let’s do it.

No more excuses.  No more collective industry navel gazing.  It’s time.

San Fran in June for IABC’s World Conference

This measurement PRoponent and one very smart colleague (see below) will be heading to San Fran in June to speak at the IABC World Conference. (The agenda looks fantastic).

Here’s the abstract:

Correlating Outputs with Outcomes in Crisis Communications:
Awareness, Opinion, Reputation & Purchase Intent; A Case Study

This session will:

• profile and compare three case studies validating the role that communications plays in building stakeholder relationships, and
• profile research demonstrating that strong pre-crisis relationships and transparent, genuine, credible, frequent and timely communications during a crisis will help an organization weather the storm, and recover quicker
• demonstrate a correlation between the quantity and quality of crisis-related media coverage and public opinion.

Generally, the session is based, in part, on the results of a 2008 survey of 450 companies in Canada and the U.S. on their state of crisis preparedness.

Three companies with recent high profile and prolonged crises will be compared with particular emphasis on a second in-depth reputational survey of one company’s consumers (reputation, awareness, credibility, purchase intent) before, during and after (both immediately and again later) the crisis.

The survey, commissioned by McMaster University’s DeGroote School of Business and executed by Leger Marketing clearly demonstrates that stronger relationships enhance business continuity; that companies that are prepared for a crisis with a relational approach to crisis communications has a faster and more resilient bounce back post crisis.

An extensive media content analysis was also undertaken as part of the project. The analysis demonstrates correlations between the timing, quantity, and quality of crisis-related media coverage and awareness, reputation, credibility, and purchase intent.

Presenters: yours truly and…

Sonia LaFountain-Ginyard / Washington D.C., USA, is vice president at CARMA International Media Analysts, where she launched CARMA NewsAccess, an automated web-based media measurement tool. She also manages major media analysis accounts in the pharmaceutical, energy, consumer products, financial, technology and media industries. Previously, LaFountain-Ginyard spent more than ten years with LexisNexis and other Reed Elsevier companies where she gained expertise in the software and search industries.

http://www.iabc.com/wc/sfM5.htm

Contributions to PRinCanada.com

This measurement PRoponent / PRomulgator has been asked to provide regular contributions to PRinCanada.com.  I’m proud to be one their newest additions to the editorial team. 

I’ve contributed three pieces–written as slightly opinionated education pieces for the Canadian PR practitioner crowd–in the last month or so.  See below.  There are a bunch more ‘in the can’ as they say, so stay tuned.   

Measurement-by-Objective vs. Measurement-by-Tactic

Measuring Stakeholder Relationships:  A Case Study

The Waterline in Research & Measurement

New Role to look Exclusively @ Research & Measurement in PR

Well this Measurement PRoponent / PRomulgator has hit the road again landing at Leger Marketing–the largest Canadian-owned market research and polling firm–in a role that seeks to intensify the organization’s offering in the PR / communications market. 

I’ll be working with Leger clients and prospects on adopting a more data-driven, management-by-objective approach to communications and, in doing so, helping them to better demonstrate the value of their efforts. 

Leger Marketing’s communications research and measurement service offering includes:

-media content analysis (we are the Canadian franchisee of CARMA International Media Analysts)

-correlating media analysis & polling / survey research

-reputation measurement

-stakeholder, influencer, key opinion leader benchmarking & tracking

-communications audit research

-employee research (engagement, alignment, support, motivation, trust, loyalty, satisfaction, etc.)

-organizational expressiveness (how effectively an organization communications to stakeholders)

-corporate responsibility research (awareness, perception) 

-positioning / message pre-testing

-market mix modeling

Alan Chumley, 416-815-0330, achumley@legermarketing.com

Weekly Measure of Political Satire in the Canadian Media

Introducing SatCan: a weekly measure of political satire in the Canadian media, intended to demonstrate how satire frames certain stories, raises social and political issues and generally skewers the powerful.   Each Tuesday Toronto-based media content analysis firm Cormex Research will report on the top five subjects that have been satirized over the past week, the relative level of satire directed at political leaders, and the local/national/internationl mix of subjects.  Cormex currently tracks the work of over 60 editorial cartoonists in 30 newspapers across the country, as well as well known political satire shows such as the CBC’s Rick Mercer Report and This Hour Has 22 Minutes.  Each item is coded for a number of variables and weighted based on its estimated total audience reach.  Enjoy. 

Calling all Canucks / MRP Users

News Canada, the folks chosen by the Canadian Public Relations Society’s Measurement Committee to build and market MRP (Media Relations Rating Points), the simple editorial scoring and standardized (third party, independently audited) audience reach data  providing tool, are looking to solicit feedback from Canadian PR practitioners, ideally MRP users, but others too. 

Here’s the link:

http://www.surveymonkey.com/s.aspx?sm=JtLYMKEUzwk9CIL66nDihg_3d_3d

Please participate and pass the link along. 

Cheers

Where’s the beef?

CISION (of the former Observer Group & Delehaye variety) commonly puts on a decent, practitioner-friendly research and measurement event each fall in New York.  So I was pleasantly surprised that it was coming to Toronto.  Disappointment soon supplanted surprise upon reviewing the agenda.  While I do appreciate the herculean task of putting an event together (so kudos to whomever did) one would expect a research and measurement conference to have, well, maybe some research and measurement content.  Particularly with the visibility and support from IABC.  I’m just not seeing how the agenda aligns with how the conference is touted:  

“provides the knowledge and insight that communication executives require to demonstrate return on investment for their public relations and communication initiatives.” 

CISION, IABC: I’ve known you to be better than this and I know you will again. 

Toronto deserves the best you have.

Mini Measurement Conference in Toronto: Sept 10-11

It’s approaching that time of year again:  the mini measurement conference in Toronto. Why mini?  Well compared to the mother of all measurement moments that the IPR puts on annually, it is indeed a mini.  But, like the car, though small in stature, it is (increasingly) decent quality and it’s accessible and practical for PR practitioners.         

 

 

Conference Agenda:

 

Day 1 

–Developing a Framework & Strategy for Communications Research & Measurement

–Using Media Relations Ratings Points to Score Editorial Coverage

–Approaches to Media Analysis & Tracking

–Monitoring & Measuring Social Media

–Web(site) Metrics for Communicators

–Managing & Measuring Intranet Content

–Client Side Panel Discussion

 

Day 2

–Gauging Employee Perceptions, Engagement, Alignment, Satisfaction

–Assessing Communications During Times of Change

–Measuring the Ability of Management to Communicate Effectively

 

Hope to see some of you there. 

 

Cheers

 

http://www.federatedpress.com/pdf/CMT0809-E.pdf

Social Media Measurement Mojo

I’ll be joining global measurement maven KD Paine at two important social media measurement events in Toronto this spring (if ever it comes).  Buy a ticket, come on down and contribute to the dialogue:

Joe Thornley’s Social Media Measurement Roundtable – May 20. 

MESH –Canada’s Web Conference — May 21 & 22. 

…and again at Mass 2 Grass, the Canadian Marketing Association’s Word of Mouth Marketing conference on June 12.  (Details TBD)