Full-service market research firm Portland Marketing Analytics (PortMA) publishes its first edition Food Sampling: Experiential Marketing Benchmarks Report. Packed full of insider knowledge, this report guides marketers through the creation of showstopping food sampling events. Learn how to design high-converting food sampling events with the help of these benchmarks.


Portland, ME, USA – Food sampling events have been a mainstay of CPG marketing for decades. As experiential marketing competes with other forms of promotion including digital marketing, measuring return-on-investment (ROI) is more important than ever before.

The Food Sampling: Experiential Marketing Benchmarks Report helps marketers demonstrate the value of their campaigns. The report shows how to establish solid benchmarks to drive successful product sampling events.

The report’s findings and recommendations are based on more than 36,000 consumer exit interviews completed at more than 6,000 food sampling events. Consumer data has also been supplemented with the observations made by field staff.

The report covers an extensive range of food categories, including:

  • Canned Goods & Soups
  • Bread & Bakery
  • Dairy, Eggs & Cheese
  • Condiments, Spices & Baking
  • Frozen Foods
  • Meat & Seafood
  • Grains, Pasta & Sides
  • Cookies, Snacks & Candy


CPG marketers benefit from use cases to help apply the findings to their brand. The ROI benchmarks covered are the cornerstones of successful overall campaign design. They support any CPG brand marketing team’s negotiations with venues. Moreover, they lead to improved sponsorship agreements.

Chris Clegg, President and Research Director at PortMA, says: “Food sampling is a key part of most CPG brands’ marketing strategy. Like any experiential marketing activity, product sampling events aim to create a connection between the brand and consumers, inspiring them to purchase the product.”

“Giving consumers a chance to ‘try before they buy’ is one of the most effective ways of encouraging an initial purchase. But it can also be costly. By using the insights from this report, marketers have the tools they need to convince stakeholders of the value and the effectiveness of experiential food marketing.”

The report’s findings apply to every stage of a campaign from initial design to ongoing evaluation. Drawing on the experiences detailed in the report, marketers can demonstrate the value of their campaign even before embarking on it.

Purchasing the report gives food marketers access to a fully indexed PDF with detailed food marketing research findings. In addition, marketers also get access to a proprietary event ROI model developed by PortMA’s market research team. Data tables and an executive summary complete the package.

PortMA is a 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 Food Sampling Experiential Marketing Benchmarks Report from PortMA, please visit this link or contact the sales team directly using the information below.

[email protected] 1.800.917.9983

Tags: event ROI, Product Sampling, Experiential Marketing