Is it possible to measure the success of experiential marketing?

We believe it is - first, by establishing criteria of success at the beginning of the program and second, by creating unique and compelling consumer experiences.

Before we execute a program, Adrenaline develops guidelines with our clients to ensure success:

• Define goals/objectives (awareness, sampling, key messaging, exposure)
• Establish measurement criteria (tie-in partners, reach (# participants), frequency (# events), distribution (# samples), data collection, consumer interaction, consumer feedback)
• Assign a value to each criteria

After completion, we:

• Compare goals to actuals
• Assign score based on actuals and value
• Create benchmark for future programs

And, perhaps most importantly, we evaluate the experience itself:

• Was the concept compelling (did they show up?)
• Did consumers connect/interact /engage (did they stay?)
• Did consumers seek out more (more information, more samples, more time, more experience, more dialogue?)
• Did we gather quality information on the consumer? (if data collection is a goal)

ROE applies to the founding principles of our company, as well. Some guerrilla marketing companies have grown so large that their programs have become almost routine. Adrenaline crafts each plan as an opportunity to dialogue one-on-one with each consumer.

You would be hard-pressed to find a national company where the owners of the company are literally out on the street as a part of the team. We wouldn't have it any other way.