Global auditor of media channels BPA Worldwide has published what it claims is the first ever brand report to revolve around an exhibition.
The report, which covers organiser Imago Techmedia’s IP Expo 2010, reports attendance at the London-based exhibition as well as traffic to its two websites, delivery of promotional emails and e-newsletters and its interaction on several social media groups.
“BPA claims this kind of report will allow exhibition and event organisers to better monatise its consumer information across the multiple media platforms, as well as allowing media buyers to see the potential worth in extending their brand awareness alongside the IP Expo brand.
“Given the competition for exhibitor revenue, it is not difficult to appreciate the value of reporting a brand’s entire impact in its marketplace,” said BPA Worldwide MD (EMEA) Stuart Wilkinson. “Media owners use multiple platforms and media buyers need a better understanding and identification of all touch-points its brand has with consumers.
IP Expo 2010 is an IT infrastructure event held annually at London’s Earls Court, and the next one takes place on 19 to 20 October.
“Webelieve this report will help our exhibitors and sponsors thoroughly determine the depth and scope of our exhibition and evaluate which of the event’s supporting channels can help them achieve their marcomms objectives,”added Imago Communications’ senior marketing manager Sian Sparkes.
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