Since its launch, the CORE platform has been a game-changer for IPM members, providing them with access to a suite of invaluable information that aids in planning, pitching, and executing exceptional live activations across various locations, such as shopping centres and train stations. Developed for the Institute of Promotional Marketing (IPM) by SpaceandPeople, Europe’s leading expert in the commercialisation space, CORE is revolutionising how marketers quantify and optimise the impact of their experiential campaigns. This cutting-edge platform empowers campaign managers with real-time data, enabling them to demonstrate effectiveness and maximise ROI like never before.

In March, the IPM member community, Experiential Effectiveness, convened to discuss opportunities and challenges within the industry. A persistent issue in experiential marketing is the lack of a standardised measurement approach. IPM General Manager Emma Kirk, who chaired the meeting, remarked, “This has always been a challenge, stemming from the unique individuality of experiential marketing. It’s difficult to measure something that is always different. With CORE, we aim to break down experiential activations and identify consistent threads of activity that can be measured. This will provide campaign managers with better visibility and reporting mechanisms.”

CORE stands out by providing valuable data on the impact of experiential marketing. For instance, it shows that on average, 9,000 samples can be distributed in one day through sampling activations. Additionally, promoters can sign up over 80 new customers a week in shopping centres and train stations. Access to these insights makes it easier for campaign managers to forecast, plan, and pitch experiences.

The CORE platform is exclusive to IPM members and available 24/7 via the member portal. However, if you aren’t yet an IPM member and would like to explore it, register your interest for one month’s free access.