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BRAND REPORTBRAND REPORTThe Brand Report allows media owners to better monetize their consumer information held across multiple media platforms and offer more creative and effective options to advertisers interested in extending their brand awareness and reach.BPA Worldwide. Leading the World in Media Auditing.For more information, Contact Francis Stones at fstones@bpaww.com or +44 (0) 203 206 4903See how UK Event IP Expoutilizes their Brand Reportat www.bpaww.com

he recent Facts 2011 research has shown again how resilient face-to-face events are compared to other media that have witnessed signifi cant declines in readership, advertising and sponsor revenues.The continued strength of tradeshow brands in light of tough media competition also tells me that we need to achieve a clear understanding of event brand positioning in the markets we serve. This should be followed by an understanding of the "brand permissions" events have to develop into other methods of information and relationship delivery to those markets. Brand positioningNot all events have equal status in their markets. It is critically important as an organiser to recognise how the different market sectors rate your brand as a delivery mechanism and what attributes they ascribe to the event. The term "brand permission" means the customers believe your brand has the right qualities to move into new product areas. Determining brand value ratings will indicate the degree of brand permissions the event has to develop into new areas. For example: You may remember the Iceland food store going completely organic a few years ago. The conversion lasted a matter of weeks, as the company clearly realised it did not have brand permission to occupy that space in the market. Those most likely to buy organic food would not use Iceland and those most likely to shop at Iceland had no interest in organic foods.So, do different media brands have different values ascribed to them by their markets? Of course they do and brands need to measure these differences. Maintaining the core strengths of the medium is one must, but it is also important to evaluate the markets to understand where the event stands in its competitive space. In other words, look at how the brand should develop to maintain its market position and how the brand can capitalise on the opportunities available.Today, we should be thinking of the brand as the core element in the business structure and the event as just one of the commercial or communications opportunities available in a chosen market. Such areas could include conferences, webinars, e-newsletters, RSS feeds or virtual events. research EXHIBITION NEWSEXHIBITIONNEWS.CO.UK JUNE 2011 37Brand permissionsVivid Interface MD Geoffrey Dixon looks at how show brands are infl uencing the markets they serve and where organisers can fi nd growth opportunities.Previewevent guide8,839IP ExpoOnline email newsletters38,1824,944IP ExpoTotal attendance7,6315,885IP ExpoEmail promotions80,2478,4052,430Seminarattendeesat IP Expo2,955Communcation channels of IP Expo3,312Brand developments can give strength to the core "master" brand and the master brand can clearly strengthen efforts in new areas. But developments also provide new ways of reaching customers while turning exhibitors into advertisers and content providers. Importantly, new revenue streams can open up and in some cases new marketer cost centres reached.Proving valueFor events to move into new media areas, there is an incremental requirement to prove exhibitor/advertiser ROI targets are being met. In broader media environments, sophisticated media buyers want greater evidence of success and they want to understand how they can optimise their investment in communication and minimise duplication.IP Expo, the Imago Techmedia exhibition, recently invested in a brand reach audit from BPA Worldwide. The audit has many elements to it but I want to focus on the information displayed above that shows the effectiveness of the media used by the marketing team to generate attendees and examine what this could offer.Of the 7,631 attendees, 4,944 received an IP Expo online newsletter from a mailing of 38,182. This means 65 per cent of attendees received the newsletters and there was a 13 per cent conversion of newsletter mailings to attendance. Assuming a normal 50 per cent pre-registration non-attendees rate, then it is likely the mailing had a 26 per cent impact to registration.For the broader email promotions, we can see that from 80,247 mailings, 5,885 attended the show (8 per cent conversion) and 8,405 looked at the event preview guide. Of those who saw the event preview guide, 3,312 attended accounting for 43 per cent of all visitors.This IP Expo example is a simple case looking at the relative success of different means of marketing communications. Crucially, the media buyer can now use this information to begin to decide where to invest their money with the IP Expo brand and communication for optimum impact.When IP Expo further develops digital delivery platforms either to support the show or to develop new revenue streams, the way forward is being able to provide clear evidence to the media buyers of how the brand reach works.The IP Expo results show strong brand permissions exist for areas of new product development. Ultimately, what we are seeking to arrive at is a clearer understanding of brand. This is a great contrast to several years ago, when all we wanted to know as organisers was how the show performed. ENT