We use a marketing recap in our Flash Reports for our experiential marketing campaigns at PortMA. It’s a regular, frequent, bird’s-eye overview that indicates our progress toward our predetermined goals. While enterprise Flash Reports are typically issued daily, we publish experiential marketing recaps are issued less frequently. The reporting interval may be weekly, bi-weekly, or monthly. Our marketing recaps include a combination of field metrics and consumers survey results. Once assembled, they update clients on campaign progress and opportunities to make real-time adjustments to the program.
Allow me to share some examples on how to narrow data down to what’s most important.
MARKETING RECAP EXAMPLE NUMBER ONE
We create a custom Flash Report template that demonstrates to our client how we plan to present the data. We can modify the template based on client feedback before the campaign begins.
Since these reports are usually only one or two pages, they must present the information most significant for the client. We want our clients to be able to ascertain progress and to make program adjustments wisely. A one-page report has just enough space for summary data, so you have to make it count. Understanding the research objectives is critical to creating a great marketing recap.
If you expect the field staff to sample 50 consumers and sell five brand products per hour, compare those metrics to the KPI. If possible, segment the metrics in ways that benefit the client. Note variations in data by market segments. Then, include a brief observation about why some segments are ahead of KPI and others are behind.
MARKETING RECAP EXAMPLE NUMBER TWO
A common research objective is to measure consumer brand awareness. Experiential marketing surveys should include questions about consumers’ past experience with the brand. For effective marketing recap reporting, include baseline brand awareness and differences by segment.
If the brand is mostly regional but the campaign is a national, segment awareness differences by each market. If you notice a growing awareness in new markets, it’s possible that the marketing is generating word-of-mouth promotion. The recap may recommend continuing expansion into new markets based on the apparent success of the campaign. If the opposite is true, the client may choose to focus efforts in the markets where awareness is greatest.
In short, a marketing recap or Flash Report is like the dashboard in your car. That collective information tells you, at a glance, how you are doing and may affect your decision-making process as you move toward your objective.