Portland Marketing Analytics (PortMA), an established full-service market research firm, releases insights into the Event Sponsorship Industry through a comprehensive Destination Venues Benchmarks Report.
Portland, ME, USA – When looking at average interactions per hour, destination venues outperform in-store activations by twelve to one when sampling CPG – Food & Beverage products. Retail sampling averages 26.9 engagements per hour (based on 4,840 activation days) for CPG sampling compared to 335.6 per hour at destination venues (based on 510 activation days). A 1,148% increase in performance.
Researchers at PortMA define destination venues as events where consumers go to “play.” These are typically entertainment, sporting, or community-based events. CPG – Food and Beverage marketers should take this as a positive sign if looking to make an impact at Fall Festivals this season.
Throughout the Event Sponsorship Benchmarks: Destination Venues Report, data from onsite consumer interviews were combined with field staff recap data to form the basis of the metrics used in the report. As Chris Clegg, President and Research Director at PortMA, explains – many event marketers turn to report benchmarks to see how their campaigns compare to others:
“Fall festivals provide a unique opportunity for huge efficiency over traditional retail CPG sampling. Brands are well served to make the most of these opportunities when they are available. For while retail is an easy solution 365 days a year, the Fall festival seasons comes and goes quickly.”
Festival organizers in Massachusetts plan to take advantage of CPG – Food & Beverage sampling this season. Boo at the Zoo, a family event set to take place at the Stone Zoo in Stoneham, MA, will have Sun-Maid Raisins as a sponsor. Sun-Maid plans to have a sampling booth where guests can grab free snack bag samples. In Salem, MA – the annual Salem Harvest Fest will allow beer, wine, and cider vendors the opportunity to showcase their products as samples during the festival.
PortMA’s Event Sponsorship benchmarks indicate positive ROI trends across this industry through a variety of venue types.
Event benchmarking metrics presented in this report come from over 94,000 consumer exit interviews conducted at nearly 2,000 sponsorship events held at destination (entertainment) venues. Various event type classifications included in this report consist of athletic events, community events, concerts, conventions, fairs/festivals, and B2B trade shows. The travel and tourism industry often plays an important role with these types of event sponsorship activations.
For more information about the contents of the United States Event Sponsorship Benchmarks: Destination Venues report from PortMA, please visit this link or contact the sales team directly at the information below.