Since its inception, Encore has touted the importance of using scientific methods – implemented by impartial, third party analysts – to measure the impact of our work.
That’s why we recently joined the newly formed Experiential Marketing Measurement Coalition (EMMC), a non-profit organization that seeks to standardize measurement throughout the experiential marketing industry.
We’ve joined the EMMC in solidarity with industry leaders, including several of our direct competitors, to standardize measurement across the industry.
The task is daunting, given the extraordinary breadth of work that lives within “experiential”. But standardization will help everyone – brands, agencies and suppliers – gain more from our work. A rising tide lifts all boats, and so we proudly support the EMMC and its goals.
Goals of the EMMC
As stated on the organization’s website, the EMMC has three legs to its mission:
- Standardize the measurement metrics that are used to prove the value of experiential campaigns.
- Aggregate and share measurement benchmarks with all EMMC members (using blinded data).
- Promote the effective measurement of all experiential marketing campaigns around the world.
If the EMMC can accomplish these goals, agencies and brands will have a consistent, deeper understanding of the value of experiential, creating stronger motivation to increase spend.
A Call to our Competitors
If the EMMC is to succeed, we need broad participation across our industry. And this means we need our biggest and best competitors to join the EMMC along side of us.
The EMMC will need tons of measurement data, across all brand categories and all types of experiential activations. That means fresh data coming into the EMMC consistently from all member agencies over the long haul. The more data we provide, the more informative the newly standardized metrics will prove-out, and the more our clients will want to invest in our industry.
As an aside, the current agency membership of the EMMC leans strongly towards B2B agencies, and as such we specifically need more broad participation from B2C focused agencies.
The EMMC can’t succeed if we work in silos, so I encourage our competitors to join now and help spread the word throughout our industry.
Interested in learning more? Visit the EMMC’s website here.
