United States Event Sponsorship Benchmarks: Intercept Venues

The Experience Economy Can Be Found at A Street Corner Near You

Portland Marketing Analytics (PortMA), an established full-service market research firm, releases insights into the Event Sponsorship Industry through a comprehensive Intercept Venues Benchmarks Report.  

Portland, ME, USA – Don’t wait for the customer to come to you. This has been a battle cry since marketing strategies took form. Now, retailers and manufacturers recognize a proactive approach in the form of Intercept Venues. Getting people to experience a product in-person is one of the best ways to generate consumer awareness. In addition, Intercept Venues are instrumental when bringing a new product to market or increasing existing sales of an under-performing product.

Researchers at PortMA defined an Intercept Venue as experiential activations where consumers live and work. This contrasts the venue type Destination Venues which includes those places where consumers go for entertainment (nightlife, fairs, concerts, etc.).

In line with its commitment to help its clients make the most out of their investment in event marketing, PortMA has published the Event Sponsorship Benchmarks: Intercept Venues report which includes data from over 49,000 consumer exit interviews conducted during nearly 9,000 sponsorship event days held at Intercept Venues. Various event type classifications included in this report consist of college/ universities, commuter stations, office parks, and street intercepts.

The retail industry often plays an important role with these types of event sponsorship activations. According to financesonline.com, 67% of consumers bought products straight from consumer experiences, and 70% of consumers become repeat customers after an experiential marketing event. PortMA’s Event Sponsorship benchmarks indicate a positive ROI trend across all Intercept Venue types.

As Chris Clegg, President and Research Director at PortMA, explains, “We were surprised to see such universal positive returns from this classification of experiential events.  Sponsorships so often focus on destination venues like sporting events, concerts, or festivals and these are great locations to engage consumers.  But the intercept venues, getting to consumers where they live and work, it turns out, is just as powerful when looking to drive purchase intention with a positive return-on-investment.”

PortMA is an established full-service market research firm that uses data analytics to develop and evaluate marketing communication strategies for experiential marketing agencies, advertisers, and leading brands. For more information about the contents of the United States Event Sponsorship Benchmarks: Intercept Venues report from PortMA, please visit this link or contact the sales team directly at the information below.

Tags: consumer awareness, event ROI, event sponsorship, Experiential Marketing